Anup Patel

Marketing and customer insights expert with 7+ years of agency experience in developing strategic frameworks and data pipelines to measure and drive growth systematically.

Director, Marketing Intelligence & Performance October 2017 - Dec 2022

WS Marketing Agency Calgary, AB

• Led a cross-functional team of data analysts and developers in the planning, building and maintenance of measurement systems, dashboards and reporting for 25+ client campaigns. 
• Designed a scalable and systematic strategic framework and workflow processes rooted in audience research, user journey KPI/mapping, and feedback loops/testing that made it easier to identify opportunities and optimize for growth, increasing ROI on avg. by 10-15%.
• Reduced operational costs by 40%, through internal process evaluation and optimization (e.g. developed dynamic tools to replace resource intensive tasks), consolidation of technology stack and implementing new SaaS solutions.
• Instrumental in building a dedicated data team, infrastructure and data governance policy. 
• Optimized the manual data reconciliation process of 20+ programmatic and traditional advertising vendors across all clients using Python, Google Sheets and Looker Studio.
• Reduced manual workload by and increased speed to insights by 85%, by designing and deploying a fully automated ETL pipeline that captured user event data from Act-on and Salesforce Marketing Cloud using Google Apps Script, Python and Google BigQuery SQL.
• Designed a scalable Google Analytics and Tag Manager measurement framework that reduced dashboard build and reporting turnaround times by 97%, while expanding analysis capabilities. 
• Helped contribute to creating a positive and fun work culture by gamifying the workplace through custom built fantasy pools. Grew employee participation to over 90%.

CULT Creative Calgary, AB

• Led stakeholder analysis and market research for 12+ client projects.
• Developed and presented marketing plans and go-to-market strategies for clients, leading to incremental revenues of $1.1M. 
• Managed cross-functional teams in the UX design and development of 3 major website overhauls and 2 new builds, all of which were delivered on schedule and within budget.

CDIT Toronto, ON

• Coordinated the planning and implementation of customized Kofax workflow automation solutions for multiple Fortune 500 companies in the financial sector.
• Developed and launched a growth marketing strategy that increased lead generation by 150%. 

Charton Hobbs Calgary, AB

• Managed 125+ accounts throughout Alberta, in the sales of premium liquor and wine brands.
• Grew territorial distribution by over 30% by developing a custom CRM tool which helped identify high growth opportunities.

QSV Biologics Edmonton, AB

• Led teams of up to 8 technicians in the time-sensitive, upstream fermentation process of biopharmaceutical products. Oversaw the completion of 4 API’s with 0% loss and incidents. 

Master of Business Administration (MBA), Marketing May, 2013

York University Toronto, ON

Bachelor of Science (BSc.), Biological Sciences May, 2007

University of Calgary Calgary, AB