Juliana Paola Forero Larrotta Data Scientist

Data Scientist

Havas Media Group

Nov 2024 - Jan 2026 (1 year 3 months)

• Desarrollé Modelos de Marketing Mix Modeling (MMM) para analizar la relación entre inversión en medios (digitales y tradicionales) y resultados de negocio (ingresos, ROI, ROAS). • Implementé modelos predictivos para clientes en LATAM y Europa, optimizando inversión en medios. • Creé soluciones de análisis de sentimiento con LLMs (Gemini) para recalcular el Net Promoter Score (NPS) en clientes del sector telecomunicaciones. • Desarrollé modelos de series de tiempo para detección de anomalías en métricas clave (usuarios, clics, KPIs). • Guié a mis compañeros científicos de datos en el uso de Python, mejorando su comprensión de métricas de marketing y fomentando un ambiente colaborativo. Además, administré bases de datos para asegurar la

Revenue Growth Management Supervisor

Grupo Bimbo

Apr 2024 - Oct 2024 (7 months)

Como Supervisor de Gestión del Crecimiento de Ingresos, desarrollé modelos de machine learning y forecasting para la predicción de KPIs clave, que soportaron decisiones estratégicas de negocio. Lideré un pequeño equipo de estadísticos, guiándolos en el diseño, ajuste y entrenamiento de modelos predictivos de demanda para productos de consumo masivo, asegurando rigor estadístico, correcta validación de resultados y alineación con los objetivos comerciales. Además, utilicé mis habilidades en reporting para construir informes diarios en Python para el departamento de ventas, lo que mejoró la visibilidad de los datos y facilitó la toma de decisiones informadas.

Data Scientist

Havas Media Group

Aug 2023 - Apr 2024 (9 months)

As a Data Scientist, I was responsible for analyzing complex datasets to derive actionable insights that informed business strategies. My role involved extensive data modeling, data governance, and the application of statistical analysis techniques to ensure data integrity and accuracy. I utilized Microsoft Power BI and Excel to create dynamic dashboards and reports, facilitating effective business intelligence (BI) solutions. Additionally, I managed project timelines and team dynamics, ensuring that all deliverables were met efficiently. To enhance our project management processes, I employed tools like Jira and Monday.com to track tasks and administer the backlog, which streamlined our workflow and improved team collaboration. My expertis

Estadístico de Investigación

Departamento Nacional de Estadística – DANE

May 2023 - Aug 2023 (4 months)

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Analytics Specialist

ABI Inbev

Oct 2021 - Mar 2023 (1 year 6 months)

Data Scientist

Teleperformance Colombia

May 2021 - Oct 2021 (6 months)

- Built data solutions for customers utilizing advanced statistical techniques and machine learning algorithms, ensuring alignment with business objectives. - Extracted, cleaned, mined, and analyzed data from various sources, identifying relevant datasets to meet client needs. - Devised and utilized algorithms and models to mine big data stores, performing data and error analysis to enhance model performance while ensuring data uniformity and accuracy. - Analyzed data for trends and patterns, interpreting findings with a clear objective in mind. - Implemented analytical models into production through collaboration with software developers and machine learning engineers, effectively communicating analytic solutions to stakeholders and re

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Statistician

Departamento Administrativo Nacional de Estadística - DANE Colombia

Jul 2020 - May 2021 (11 months)

- Proposed and applied an experimental design for updating the Large Integrated Household Survey (GEIH), ensuring robust methodologies for data collection and analysis. - Evaluated the impact of various treatments on key labor market indicators, including unemployment rates, occupation, and inactivity levels. - Conducted hypothesis testing to detect differences between treatments, programming the entire design in SAS, from randomization to result analysis at both urban and rural levels based on municipality samples. - Analyzed the coverage of the experimental redesign to ensure comprehensive data representation. - Implemented predictive and machine learning models to classify micro businesses in the DANE survey, enhancing the accuracy o

Data Scientist

Ariadna Communications Group

Aug 2018 - May 2020 (1 year 10 months)

- Collaborated in the design, development, and integration of Machine Learning models, including sentiment analysis and natural language processing (NLP), to meet objectives in the Digital Marketing sector. - Conducted audience analysis, market segmentation, and applied data mining techniques to enhance marketing strategies. - Analyzed the performance of advertising campaigns and visualized sales data through automated dashboards, leveraging tools such as R and Python for data analysis and modeling. - Led a small team of statisticians, guiding them in the design, tuning, and training of predictive demand models for consumer products, ensuring statistical rigor, proper validation of results, and alignment with business objectives. This ex

Assistant Teacher

Universidad Nacional de Colombia

Feb 2014 - Nov 2015 (1 year 10 months)

- As an Assistant Teacher for the regression analysis course in the Statistics undergraduate program at the National University of Colombia, I provided guidance to students and evaluated their performance through workshops. - I organized and maintained databases for faculty and administrative staff within the Department of Statistics, ensuring efficient data management and accessibility. - Additionally, I applied surveys for teacher evaluations, digitizing the results to streamline the feedback process. My experience in business intelligence (BI) was utilized to track and report on student grades and performance metrics, enhancing our understanding of student outcomes and informing instructional strategies.

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Regional Sales Administrator

JL SUMINISTROS

Jan 2009 - Mar 2012 (3 years 3 months)

- Family business for the distribution of office supplies

Juliana Paola Forero Larrotta

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Juliana Paola Forero Larrotta