Evelyn Rodriguez Hernandez

I specialize in analyzing large amounts of raw information to extract valuable business insights patterns to help  companies to improve their business operations as well as become more profitable. I have critical thinking and problem-solving skills for interpreting data using deep technical understanding of how to communicate complex data in an accessible way while also having the ability to visualize their findings.

Data Governance Commercial Stewart - Pepsico Foods Latam - 09/2022 - current

• Responsible for collecting, analyzing and evaluating issues and problems with data for overseeing the enterprise data quality standards, including the data rules associated with the data sets using technology to assess and maintain a high level of conformance to defined information policies within each line of business, especially its accuracy, completeness, and consistency.
• Identification and approval of chains/hierarchies of commercial clients for functionality in SAP migration
• Coordination of information flow mapping assigning data owners and data users

Market Intelligence Manager - OYO Hotels Latam - 12/2019 - 08/2023 (3 years and 8 months)

• I designed a generalized data representation architecture that can be applied to different raw data from surveys applied to hotel partners and guests.
• I created and implemented a new machine learning pipeline for arbitrary customer churn prediction. Managing to lower the churn rate up to 82% in 6 months.
• I was responsible for owning the measurement of key user satisfaction metrics including NPS,  working collaboratively with other areas to develop testable hypotheses that drive rapid scale. increasing +24 pp in the first year 2020.
• Developed a linear regression model refinement program for specific segments of a customer base that saved an average of 22% of budget per deal.
• Creation of dynamic operational reports built in Tableau at the LATAM level to facilitate the visualization of sales, delinquency, revenue and service satisfaction in real time.
• I was in charge of business value forecasting models that improved to take into account the observed effects related to delinquency, reducing the debtor portfolio by 28% in 6 months.

Commercial Manager - NADRO - April 2019 – November 2019 (8 months)

•  Direct Reports: 6 commercial supervisors. Indirect: +70 salesman
•  Proposal for market segmentation to increase profitability by 15%
•  Reach of sales quota obtaining a growth of 7% vs. AA.
•  Credit analysis granting the credit resource to key clients.

Go to Market Analyst- Bonafont - Danone Group - 09/2015  - 03/2019 (3 years and 6 months)

• Developer of customer segmentation in which an increase of 4% of the company's total sales was achieved.
• Analysis of the potential of sales territories for the opening of distribution centers, opening Puebla, Tlaxcala and Veracruz in the same year.
• Redirection of the Telesales model nationwide, improving operating profitability and mitigating loss of sales.

-Speciality in Data Science                               -Bachelor Degree in Marketing 

    Tecnológico de Monterrey                               Tecnológico de Monterrey 

     2022 - current                                                    2015