Carly Metcalfe
About
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Director (VP) of Data Engineering
Edinburgh, Scotland, United Kingdom
Résumé
Jobs
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Vice President of Data EngineeringBlendJul 2021 - Current (5 years 3 months)- Principal Data EngineerIndicia WorldwideApr 2021 - Jul 2021 (4 months)
- Lead Data EngineerIndicia WorldwideOct 2019 - Apr 2021 (1 year 7 months)
- Information Delivery ManagerTesco BankMay 2019 - Oct 2019 (6 months)
- Head Of DevelopmentIndiciaJun 2017 - May 2019 (2 years)
- Head of Data & OperationsIndiciaNov 2015 - Jun 2017 (1 year 8 months)
- Data & Delivery ManagerIndiciaAug 2013 - Nov 2015 (2 years 4 months)
- Senior Data EngineerIndiciaOct 2007 - Aug 2013 (5 years 11 months)
- Marketing Database AnalystStandard LifeDec 2005 - Oct 2007 (1 year 11 months)- Provision of MI reports on a monthly basis
- Data selections and consultation for campaigns
- Analysis of client base to feed into marketing campaigns
- Analysis of campaign performance
- User acceptance testing - DSenior Data AnalystDDL GroupApr 2002 - Dec 2005 (3 years 9 months)- Data selections in Oracle and Access databases using various criteria set by the client.
- Account Management - I am the Account Manager for a number of clients.
- Analysis of data and production of reports eg mailing response analysis, drive time analysis and penetration indexes.
- Data manipulation and segmentation.
- Address correction (manual and automatic) and normalization of contact and address data.
- Database design, implementation and maintenance.
- Demographic and geographic profiling of data (Acorn, MOSAIC)
- Deduplication of data.
- Use of various modelling techniques to create “Best Customer Model” for specific direct marketing campaigns. These include the use CHAID and RFM profilin
Education
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- BA Economics & Computer ScienceUniversity of LiverpoolJan 1998 - Jan 2001 (3 years 1 month)