ZHENGHAI (THIERRY) LIU

206 The Mews, Rocky Hill, CT 06067

860-881-4018 (c)
thierryliu@sbcglobal.net

QUALIFICATION SUMMARY

 A motivated and driven individual with strong analytical skills and accomplishments in database analytics
seeking a position in database marketing, risk management, and business analysis
 Years of database marketing analytics experience, including managing credit card portfolio through tracking
and analyzing campaign results
 Certified SAS programmer with strong SQL skill and a solid understanding of data structure and data dynamics
 Exposure to and hands-on experience in Risk Management initiatives including credit limit increase and
decrease, and credit card reissue
 Experienced in building business processes and financial models
 Strong financial analysis and statistical analysis skills and knowledge in credit card business
 MBA - Marketing Research and Finance

PROFESSIONAL EXPERIENCE

2008 – Present ROYAL BANK OF SCOTLAND – CITIZENS FINANCIALS GROUP Bridgeport, CT

Sr. Market Research Analyst, Campaign Management

 Managed credit card campaign execution for all brands and ensure error-free and timely delivery of mailing lists
and batch files for Risk Management, Marketing, Optimization, Operations, and Accounting initiatives;
campaigns include credit limit increase and decrease, product upgrade and migration, purchase incentives,
fulfillment, design of experiment, customer survey, and commerce coalition with MasterCard; campaigns
channels include direct mail, telemarketing, voicemail, email files, and multi-channel.
 Managed tracking and analysis of campaign results, including response rate, activation rate, spend, and lifts on
these key metrics.
 Established and maintained auditing process to enable catching table aging glitches at early stage to avoid
quality issues with campaign files; also built and maintained auditing process on vendor disposition files to
ensure a complete solicitation and response history.
 Standardized and automated campaign execution process from reading in campaign requirements through
loading solicitation history to data warehouse, to ensure accuracy and improve efficiency and documentation.

2005 – 2008 ALLIANCE DATA SYSTEMS Columbus, OH

Sr. Analyst, Customer Insights and Solutions Division

 Managed database marketing initiatives for both multi-tender and Private Label Credit Cards for multiple
national leading retailers, with a total budgeted marketing expense of $1.5 million; ensured timely delivery and
accuracy of mail files and campaign results; initiatives include campaign execution, tracking and analysis, and
ad hoc reporting.
 Built business and financial models to report purchasing behavior and dynamics, incrementals, profitability, and
ROI; created reports offering statistical measurements and deeper insights of marketing campaigns.
 Managed reports on transactional and demographic profile, and monthly migration of consumer segment for
planning and developing marketing initiatives.
 Served as project lead and subject matter expert on three User Acceptance Testing cross-functional teams,

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 including a new analytical tool and two database migration projects; managed internal and external data
alignment and provided directions to IT team for troubleshooting.
 Conducted research and analysis on financial impact of a poorly executed project and reported to senior
management; participated in process improvement for campaign execution; recommendation received and
implemented.

2003 – 2004 CONNECTICUT CHINA SERVICE, INC. Hartford, CT

Import and Export Specialist
 Developed and managed $800,000 truck parts export business to China; identified suppliers and managed
negotiation between U.S. suppliers and customers in China.
 Built financial models to conduct projections and analyses and to report on profit and ROI across all business
categories.

1997 - 2000 TOTAL CHINA INVESTMENT CO., LTD. Beijing, China

Senior Marketing Analyst, Lubricants Marketing Division

 Conducted research on competitors' pricing, promotion, packaging and communication materials to assist
management decision on pricing and marketing mix.
 Designed marketing mix and managed its continuous improvement by benchmarking competitions.
 Managed media planning, procurement, marketing logistics with continuous improvement in quality, efficiency
and cost savings.

1992 – 1997 MITSUI & CO., LTD. Beijing, China

Assistant Business Manager, General Merchandise Division
 Managed sales distribution for TOTO brand bathroom products in North China market; significantly increased
sales revenue and market share through developing and managing major distribution channel and other
initiatives.
 Managed trading of other building and home décor materials; increased annual sales from $0.8 million to $1.8
million.

EDUCATION
Industrial Statistics Dept., UNIVERSITY OF CONNECTICUT Mansfield, CT
 Non-degree study in Industrial Statistics Dept; passed two graduate statistics courses.

Olin School of Business, WASHINGTON UNIVERSITY St. Louis, MO

 MBA, Marketing Research and Finance
 Master of Information Management, Oct 2002 (dual degree)

TSING HUA UNIVERSITY Beijing, China

 Bachelor’s degree in Scientific English, concentration in Business Administration

PROFESSIONAL CERTIFICATION AND SKILLS

 SAS Certified Base Programmer for SAS 9 credential
 SQL, Unica Affinium, Alterian Selection Planner, TopDog (all three are campaign execution software tools),
Main Frame SAS, CrystalBall
 Financial modeling; cost and profit analysis; statistical analysis

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 Proficient in MS Office Suite

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