Summary
Overview
Work History
Education
Skills
Languages
Timeline
Certification

Phuong Tran

Coppell,TX

Summary

Innovative marketing professional skilled in creating and implementing marketing strategies, executing budgeting plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share using advanced analytics approach. Possesses excellent communication, analytics business acumen and customer centric skills. Bilingual professional.


Overview

9
9
years of professional experience
1
1
Certificate

Work History

Founder & Director of Marketing Analytics

Ambassador Analytics
06.2020 - 11.2022
  • Conducted market research to identify new opportunities and target dream audience, tested A/B marketing strategies on social media, resulting in increase of 10 leads per week.
  • Managed budget allocation and resource utilization monthly to review, strategize and optimize business decisions, maintaining tax compliance and positive cashflow 97% of time.
  • Oversaw preparation of marketing content creation, accounting financial reporting, and other collateral work, streamlining categorization levels from 20 to 12 standardized categories, and improved productivity & operations process efficiency by 2 hours biweekly.

Data Scientist

American Airlines, American Airlines HDQ
06.2017 - 07.2020

Data Scientist, Operations Research, Revenue Engineering

  • Ran statistical analyses within software SAS, R, SQL, Teradata, Oracle, Alteryx to extract, transform and load large datasets, collaborating with IT to establish new attributes to subject database during project expansion, increasing 20% data information.
  • Created and implemented new forecasting models to increase likelihood of customer show rate on day of departure, ensuring forecast accuracy by 60% during economy market fluctuations.
  • Worked with cross-functional stakeholders to develop quarterly roadmaps based on impact, effort and test coordination, contributing to successful rollout of basic economy and redemption products in 50 domestic markets, Pacific & LATAM entities.
  • Spearheaded analytics aspect of denied boarding project by utilizing advanced querying, visualization and analytics tools to analyze and process complex data sets, increasing $50M in net revenue.


Data Analyst, Yield Management, Revenue Management Specialty Teams

  • Taught Data Visualization classes to ~100 analysts in Revenue Management on 3 applied business cases using SQL and data analysis displayed on Excel to solve demand distinction problem by categorizing displaced value of purchased tickets of first tier coach passengers, allowing availability to 15+ directional markets and increased bookings more than 10% WoW.
  • Generated daily ad-hoc reports that reflect critical KPIs and performance metrics to support internal and external stakeholders, including 300+ analysts and non-RM commercial leaders.
  • Automated data ETL & reporting system through SAS, SQL, Alteryx, Linux scheduling software and super computing services.
  • Collaborated with business-unit leaders to identify and prioritize problems during day of departures and 331 days selling plans.

Compliance Manager, Financial Services

Optimizer HQ
03.2014 - 09.2015
  • Led 5 business analysts to audit credit card transactions through continuous improvement practice while building fraud flagging system, freeing up 300 hours of manual work.
  • Coordinated with CEO, CFO, and CMO to expand product markets into APAC countries and established 4 international banking systems money transferring workflows.
  • Supervised 7 transaction auditors and interns to segment 500 merchant accounts into 3 risk categories.

Assurance Intern

Ernst & Young
12.2013 - 02.2014
  • Inspected cash on hand, notes receivable and payable and negotiable securities to confirm accurate records for 5 corporations within 3 months.
  • Conducted technical and analytical reviews of revenue and expenses accounts to check for accuracy and qualified deductions, enhance quality check for auditing year-end 43 pages of financial statements.

Education

Master of Science - Business Analytics

Southern Methodist University, Cox School of Business, Dallas, TX
05.2017
  • Awarded 1st place in Data Visualization for Haggar Clothing project
  • Awarded Finalists in Texas Data Analytics Competition for Pepsico
  • Elected Captain of Junior Achievements
  • Capstone Project: American Airlines, Analytics Consultant in Revenue Management
  • 3.8 GPA, Top 2% of class

Bachelor of Commerce - Finance & Economics

The University of Auckland, Business School, Auckland, NZ
09.2014
  • Transferred and Graduated Abroad in New Zealand
  • Awarded Outstanding Class Representative 2013

Youth Professional Long-term 9-Year Program - Piano

HCMC School of Music, Ho Chi Minh City, Vietnam
05.2009
  • Relevant Coursework: Mozart Sonatas, Mendelssohn, Czerny Etudes, Tchaikovsky The Seasons, History of Music
  • Completed 5 years of professional music education
  • Ranked in Top 3% of class

Skills

  • ETL (SQL, Teradata, Oracle)
  • Data visualization (PowerBI, Tableau)
  • Data prep & Analytics Functions (Alteryx, Knime)
  • Statistical analysis (R, SAS, Python)
  • Continuous improvement (Kaizen)
  • Business Needs Analysis
  • Marketing Analytics
  • Data Reporting & Automation (Linux)
  • Microsoft Office (Excel, Word, PowerPoint, Outlook)
  • Social Media Campaign
  • Brand Development
  • Communication Expertise

Languages

English
Native or Bilingual
Vietnamese
Native or Bilingual

Timeline

Founder & Director of Marketing Analytics - Ambassador Analytics
06.2020 - 11.2022
Data Scientist - American Airlines, American Airlines HDQ
06.2017 - 07.2020
Compliance Manager, Financial Services - Optimizer HQ
03.2014 - 09.2015
Assurance Intern - Ernst & Young
12.2013 - 02.2014
Southern Methodist University, Cox School of Business - Master of Science, Business Analytics
The University of Auckland, Business School - Bachelor of Commerce, Finance & Economics
HCMC School of Music - Youth Professional Long-term 9-Year Program , Piano

Certification

  • Certified Health Coach, Health Coach Institute - May 2022
  • Certified Life Coach, Health Coach Institute - May 2022
Phuong Tran