JEFFREY WU

Delivered full-stack analytics for $150K/month Facebook ad spend — built data pipelines (Fivetran → dbt/Snowflake) and interactive dashboards (Tableau) tracking ad metrics such as ROAS, CTR, AOV etc. across product lines to drive business strategy and ad budgeting decisions

• Built end-to-end dashboards in Power BI across 12 strategic business areas, enabling leadership to shape market strategy informed by $700M+ in annual spend and 23M+ transactions; owned data pipeline from SQL querying to insight delivery
• Developed a comprehensive analysis and strategic insights for the Shop Small Campaign, achieving 70K national enrollments and a 3x increase in cardmember engagement. Identified opportunities to optimize card product synergies, leading to an additional $1M in funding for future campaigns
• Analyzed transaction data across major foot traffic hubs to design, develop and recommend 500k worth of Amex Transit Campaigns across 5 key priority cities to maximize campaign ROI, reach and engagement

• Led a team of 3 in developing bespoke insights for contract negotiations with key clients, quantifying value of targeted cardmember acquisitions for a $100M account, driving fee justification and securing $100K in savings.

• ETL, pre-processing, API integration, data visualization and statistical analysis of large-scale datasets using Python (Pandas, Geopy, Scikit), R, Stata, Linux, HPC to support central bank research
• Build, evaluate and maintain a supervised machine learning model using 30+ (engineered) features to monitor, nowcast and predict economic output from ~40 years of stationary time-series data
• Transform, aggregate, and analyze 150B+ dollars CAD of daily payments across 20 years of central banking payments data using SQL, Excel, and Python Pandas to determine key payments metrics and build panel regression for institutional payment behaviour

• BComm GPA: 3.90
• Key Courses: Advanced Business Decision Modelling, Data Science & Machine Learning (Python, SQL), Applied Methods in Statistics with R, Statistics and Probability 1 & 2, Real Analysis 1 & 2, Derivative Securities
• Applications: Excel (advanced: Pivot tables, VBA, VLOOKUPs, COUNTIFs/SUMIFs, macros, Bloomberg, Refinitiv Eikon), Word (advanced), PowerPoint (advanced), SAP (intermediate), Tableau (intermediate)
• Coding Languages: Python (advanced: scientific packages eg. NumPy, Pandas, various geocoders/APIs, Scikit Learn, recursion, vectorization), R (intermediate, tidyverse), SQL (intermediate: grouping, joins), Java (basic)
• Scholarships: D.I. McLeod Dean's List Scholarship (2015, 2016), Queen's Marketing Excellence Award (2015), Queen's Excellence Entrance Scholarship (2014), Chancellor's Scholarship Nominee (2014)