Sergio Ayala

Experience

• 

  Heel Colombia

  Jan 2014 - Dec 2016

  Data Analyst

  - Designed the expansion and distribution plan of the OTC brands of the company based on a rigorous analysis of several financial, demographic, and market indicators; recommendations were adopted by Heel’s Senior Management.- Designed and built dashboard of sales channel indicators for pharmacies.- Planned and implemented nationwide market research campaigns in pharmacies.

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  Universidad de los Andes - Colombia

  Aug 2016 - Dec 2016

  Teaching Assistant

  - Designed and prepared case studies for "Applied Data Science" class on the MSc. Information Engineering. Presented and explained the cases to 35 students.

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  EL TIEMPO Casa Editorial

  Jan 2017 - Jan 2019

  - Developed global data strategies and comprehensive data analysis to give the company full knowledge of its audience and market.- Drove change in customer loyalty program from product approach to customer-centric approach based on customer lifetime value models; gained the trust and cooperation of the marketing department in order to activate the benefits.- Identified, implemented, and evaluated new use cases across the company in order to promote data driven decision-making.- Analyzed digital audiences through developing, maintaining and enhancing statistical models- Managed more than 10 end-to-end market research projects in a variety of sectors -- including Telecoms, Banking and Gaming Sector- Analyzed, synthesized and presented audience behavior reports to the Board of Directors.- Managed the company’s data science budget.- Led the implementation project of Google Analytics 360 at EL TIEMPO CASA EDITORIAL- Achieved an increase of 10% in page views per month by developing a content recommendation model for one million, logged in, users of eltiempo.com Show less

  • Analytics and Market Research Leader

    May 2017 - Jan 2019

  • Analytical Consulting Leader

    Jan 2017 - May 2017
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  Liberty Seguros Andes

  Jan 2019 - Sept 2024

  Data Science Manager - Andes Market

  - Lead the regional Data Science team based in Brazil, Colombia, Chile and Ecuador. - Lead transformation of the region towards a competitive company in the use of AI, in collaboration with other areas. By promoting Data Science Best Practices across the globe. Implemented models produced $1,7M USD of financial benefit to the company, directly impacting PTOI (Pre-taxes operative income) in 2023.- Collaborate with stakeholders to identify data requirements and provide scalable data science solutions. Identify business pain points into well-posed data science challenges and then solve them through a high-performance team of data analyst, data engineers and data scientists. - Ensure the highest standard of technical excellence for all data science efforts in the region. For example, lead data projects to guarantee data quality, governance, and accessibility across LATAM. Show less

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  HDI Seguros Colombia

  May 2024 - now

  Gerente de Analítica