Darion Afshar-Gomez
San Jose,CA
Summary
Accomplished Manager, Data & Strategy with a proven track record in the sports industry, enhancing customer acquisition and sales through expert CRM management and Tableau data visualization. Demonstrated leadership in team development and vendor relations, achieving over higher email engagement rates and developing customer journeys. Skilled in SQL and fostering stakeholder relationships, drive significant business advancements. US Citizen.
Overview
10
10
years of professional experience
Work History
Manager, Data & Strategy
Los Angeles Football Club
10.2021 - Current
- Manage team of analysts and multiple interns throughout the year with 1-on-1 times set for development and training for all new hires and developing analysts.
- Developed relationships and helped onboard new technology partners to move the business forward in the fields of surveying, lead generation, ETL and sales/customer service pipeline management.
- Lead and managed all initiatives related premium sales and service of our various suites, loge boxes and other hospitality areas at BMO Stadium for concerts and non-soccer events.
- Developed and managed first in organization automated Tableau commissions reports based off of complex sales data and complex compensation structure coming from multiple data sources.
- Maintained and managed working relationships with Angel City Football Club who contract our services out. These services include pricing modeling and sales forecasting, fan engagement and segmentation presentations as well as developing first in league instant fan feedback ticket systems.
- Developed first in class email marketing segmentation and automation and stepped in to develop a team for integrated marketing for a departing Vice President of Marketing.
- Worked closely with key stakeholders including but not limited to EVPs, VPs and directors across the company making data readily available and easy to digest.
Business Intelligence Analyst
San Jose Sharks
07.2018 - 10.2021
- Designing AD-Hoc and running reports for managers, vice presidents, and other key stakeholders using Tableau, SAP Cloud Analytics and other data visualization software.
- Tracking sales numbers from Business Intelligence lead generation and maintaining lead quality whilst increasing close won rates.
- Performing database maintenance in SAP Cloud Marketing, SAP Sales Cloud, Ticket Master Database and SAP Data Warehouse Cloud .
- Using SQL queries to pull data from TicketMaster Archtics database and various RestAPIs.
- Managing all aspects and development of CRM for sales, corporate sponsorship and marketing.
- Contribute directly to over $1.25 million in revenue from leads generated by my customer segmentation the last 3 season sales cycles with my customer segmentation strategy.
- Creating and executing on automated multi-channel marketing strategy using SAP Marketing Cloud. Increasing unique click-through-rates of our emails from an average of 1.13% to over 4% and average unique open rates from 14% to 56%
- Supporting and directing sales and corporate sponsorship CRM efforts by training, providing support and answering questions from internal sales staff.
- Conducting market research and customer experience projects using Qualtrics surveying software.
Business Intelligence Coordinator
San Jose Sharks
02.2016 - 07.2018
- Coordinated key functions of our CRM system, including execution of campaigns, data collection, segmentation, lead scoring and reporting for use by multiple stakeholders and departments
- Developed reports and dashboards to measure success of CRM campaigns and other projects
Performing database segmentation, generating target groups and prospect lists for various stakeholders - Coordinated collection and import of customer data into CRM via SAP Data import.
- Supported ad-hoc requests for data; building reports, visualizations, executive dashboards and presentations.
- Created idea decks and assisting in launching new revenue generating initiatives through use of data collection, customer surveying and focus groups.
- Conducted research projects and use tools such as Turnkey, Survey Gizmo, Omniture, SAP Hybris, SAP CRM, and Tableau
- Performed database maintenance using various SAP tools.
- Contributed to CRM’s best practice documents by continually looking for process improvements and new features to share with team members
- Supported internal CRM users in sales, service, sponsorship and marketing departments, answer questions and provide help-desk like assistant
Data Captain
Ro Khanna For Congress
06.2016 - 11.2016
- Gather data from canvassing captains, responses from canvassing and calculating canvassing success using MiniVan and Excel.
- Creating success plans for meeting upcoming canvassing goals and communicating with the field director about success ratios.
- Calling potential voters using the 'phone banking' method and recording results as data points and assisting with canvassing on weekends.
- Creating and maintaining databases for the field director and campaign staff to easily and clearly access information needed to making decisions on upcoming campaign actions.
- Campaign resulted in a win for Ro Khanna!
Ticket Operations Coordinator
San Jose Sharks
07.2015 - 02.2016
- Deferred revenue reports
- Maintaining and updating customer records in Archtics Database
- Process season, partial, group and individual ticket requests.
- Building and maintaining Archtics events, promotion codes, price codes and fees.
- Process season and partial plan payments in accordance with payment plan schedule.
- Manage ticket printing process and order fulfillment for the Sharks, Barracuda and SAP Center Events
- Game night customer service, problem solving and support related to ticket sales
- Assist in ticket sales & service department functions such as select-a-seat, mailings, invoicing
Education
Bachelor of Arts - History
San Jose State University
San Jose, CAAssociate of Arts - Social & Behavioral Science
Mission College
Santa Clara, CA02-2024
Associate of Arts - History
Mission College
Santa Clara, CA2023
Skills
- Tableau Data Visualization
- Data Analysis
- Lead Generation
- Customer Acquisition Strategy
- CRM Management
- Database Management
- Customer Segmentation
- Email Marketing Strategy
- Team leadership
- SQL
- Python
- Vendor Relationship Building
Accomplishments
- Help generate over $800,000 in new business for the 2018-19 Season
- Efforts lead to generation of over $850,000 in suites and hospitality sales for 2024, increase of 25% YOY
- 2022 LAFC Innovation Award
- 2023 Finalist: MLS Business Intelligence of the Team of the Year Award
- 2024 Finalist: MLS Business Intelligence of the Team of the Year Award
Languages
English
Native or Bilingual
Japanese
Elementary
Spanish
Elementary
Timeline
Manager, Data & Strategy
Los Angeles Football Club
10.2021 - Current
Business Intelligence Analyst
San Jose Sharks
07.2018 - 10.2021
Data Captain
Ro Khanna For Congress
06.2016 - 11.2016
Business Intelligence Coordinator
San Jose Sharks
02.2016 - 07.2018
Ticket Operations Coordinator
San Jose Sharks
07.2015 - 02.2016
Bachelor of Arts - History
San Jose State University
Associate of Arts - Social & Behavioral Science
Mission College
Associate of Arts - History
Mission College
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