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NEIL HEPBURN

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					                                                        NEIL HEPBURN
                                                 120 Ellerslie Ave, Toronto, M2N 1X8
                                Tel: 416-315-5514; E-mail: neil@hepburndata.com, Web: hepburndata.com




PROFILE
Neil is a versatile senior marketing analyst with deep vertical knowledge in telecom and radio. Neil has over fifteen years of highly
diverse experience encompassing: pricing; market intelligence; competitive intelligence; location intelligence; promotion & campaign
management; and product management. Neil’s greatest strength is in bridging the divide between IT and Marketing, and can realize
competitive advantages that are often locked up in data warehouses, or which can be sourced externally. Whether it is pricing or promotion
design, Neil will get you the correct answer, and provide the facts to support it.
SKILLS & ABILITIES
Analytical Skills: Householding; Customer Segmentation; Ethnic/Religious/Gender Segmentation; Competitive Position Mapping; Pricing;
Price-Benefit Mapping; Web Harvesting Design and Management; Data Procurement; Competitive Intelligence field research (e.g. mall
observations); Location Intelligence; Business Intelligence (e.g. SAS, Cognos); Data warehousing (e.g. Oracle/TeraData); Statistics Canada
Census and other demographic analysis; Data Sharing; Data Quality Validation; Promotion and Campaign management (can provide hands-on
management for both marketing and IT); Trade-Area Intelligence; Television/Print/Radio/Internet/Billboard Advertising Management and ROI
Analysis; Focus Group Management; Regression Analysis; PEST and SWOT analysis
Creative Skills: Promotion and Campaign Design; PR authoring and management; Product Management; Human Factors; Blogging

PROFESSIONAL ACHIEVEMENTS
Bell Canada (Corporate Affairs), Toronto, Ontario
Intelligence Gathering & Analytics (on contract)                                                              Aug. 2006 – present
        BCE is Canada's largest communications company, providing the most comprehensive and innovative suite of communication
        services to residential and business customers in Canada.

               Was sought out by the client to help design and build a comprehensive market intelligence
        organization that blends business intelligence, competitive intelligence, location intelligence, and market
        research into one unit. The work is critical and detailed executive recommendations that describe
        opportunities in advertising, retail coverage, and key customer identification are currently moving forward.

       Pricing: Managed and ran programme to collect and analyze competitor pricing data.
       Householding: Evaluated and sourced dozens of new data sets to establish household demographics
       Web Harvesting: Managed and ran successful web harvesting programme
       Data Acquisitions: Discovered, validated, and merged external data sources with internal data warehouses
       Competitive Intelligence:
            o Procured select data sets, and derived competitor presence in ISPmarket for every community in Canada. Was also able to
                determine competitor movements and growth.
            o Managed and participated in retail observations, and competitor call centre call-out programmes
       Community Profiling/Location Intelligence
            o Led research team to profiling businesses of five large Ontario communities
            o Established localized economic metrics (e.g. local GDP, projected growth, key industries)
       First Nations: Researched community solutions for First Nations communities
       Rural and Remote Internet Usage: Researched Internet Usage patterns in Canadian, US, and Australian rural and remote
        communities
TUN3R.com, Toronto, Ontario
Co-founder and GM of Marketing                                                                               Feb. 2007 – present
           TUN3R.com is an Internet Radio Aggregator, featured on: USA Today, CBC World Report, TechCrunch, Le Monde, WDR, UX
           Magazine, Radio2020, Radio & Internet Newsletter, and hundreds of other blogs and media outlets

          Launched “City Dials”:
              o Conceived of “City Dials which for the first time integrates AM/FM radio stations with a top selection of Internet stations.
              o Conceived of Subscription Profit Sharing business model as a response to CRB Royalty increases.
              o Liaised with residents in Europe, Asia, North America, and South America to source station data.
              o Conceived of, and created requirements for “Live Mode”
          Marketing GM:
              o Networking and liaising with radio stations from around the world.
              o Invited to speak at industry conferences
              o Authored original press release, and launched receiving a tremendously positive response from TechCrunch, AppScout,
                  LockerGnome, USA Today, and other tech blogs
              o Authored TUN3R’s blog, conducting interviews, and writing position pieces which have since been syndicated on other radio
                  blogs.
              o Managed and optimized Google AdWords and Facebook advertising campaigns

CGI Group, Toronto, Ontario
Senior Technical Consultant                                                                                           Jun. 2001 – April 2006
   CGI is Canada’s largest consulting and outsourcing company, employing over 25,000 people.
          Was part of a three person beachhead that spearheaded a $20 million/year account at Bell ExpressVu. Account is currently worth in
           excess of this amount
          Was billed at $1000/day for 5 years straight
          Client contact at director (tier-B) and VP level
          Was one of four persons critical to ExpressVu account
          Provided data management thought leadership and mentoring to ExpressVu & CGI’s architects
          Subscriber & Retailer Promotions: Architected first and second generation subscriber marketing promotions framework which
           drastically simplified the creation of new promos. Because of this, ExpressVu was able to create more promos for the same budget. In
           return, ExpressVu grew their customer base by a record 224,000 subscribers in 2005. Additionally:
                o Established holistic understanding of promotions and campaigns by directly enaging: Call Centre; Billing; IS/IT; and
                     Marketing
                o Conceived of and architected customer enquiry and fraud detection system, directly leading to a significant reduction of
                     satisfaction credits being released, an increase in the customer value index (CVI), and identification of fraudulent retailers;
                o Blueprinted forecasting model based on Bayesian Networks architecture, to determine level and type of influence each promo
                     rule has on customer take-rate. Blueprint was validated externally by professional full time statistician;
          Designated as solution prime on RFI response team for Bell Installer/Technician Scheduling (for Single Family Unit line of business)
          Business Intelligence KPIs: Role was to determine statement of work for new data marts required for new executive dashboard
          Business Intelligence Upgrade: Assumed project management of previously distressed project to upgrade Cognos BI environment and
           support model

Infotriever, Inc., (a Brightspark company) Toronto, Ontario
Senior Professional Services Engineer, Support Manager                                                                Jun. 2000 – Mar. 2001
          Sales and technical pre-sales:
               o Initiated and closed a cross-promotional sale with NOW Communications, Inc.
               o Prepared demos and partook in sales meetings with Fortune 500 & Wired Index companies (Continental Airlines, Sabre, and
                    TicketMaster), which led to closed sales
          E-business consultant:
               o Implemented, trained, and supported first major customer, CCBN
               o Recommended, designed, and implemented key integration tools

Creative Searching, Inc., Toronto, Ontario
 Founder/President                                                                                        Sep. 1999 – Mar. 11th 2000
       A full-fledged ASP, Creative Searching strove to be the leading build-your-own-search-engine ASP, offering services
       similar to Atomz.com
            Entrepreneur: Founded business with one partner, and $14,000 seed capital;
            Architect: Developed concept, and business model, and designed and developed pilot service;
            Business Development: Forged key technology relationships with Hummingbird, and Tennyson Maxwell
Lycos Europe, Copenhagen, Denmark (formerly Jubii A/S)
Application Architect                                                                                           Sep. 1998 - Aug. 1999
      The most successful portal in Denmark, boasting the greatest number of users, Jubii was acquired by Lycos Europe for $60 million.
           Conceived, architected, and developed world’s first category based full text search engine, spanning all of Denmark
            (http://jubii.dk) which led to increased advertising revenue, and improved customer retention. Case-in-point, customer traffic went
            up by 4% in the first week of launch, and continued to grow

Traen A/S, (formerly ProTeam A/S), Copenhagen, Denmark
Instructor & Client Services Consultant                                                                     Jan. 1997 - Aug. 1998
      A VAR, ProTeam offered products and solutions relating to document management systems, and software configuration management.
           Consulted and taught courses on PVCS SCM products with large Danish companies including Lego, Maersk, and TeleDanmark;
           Reverse Engineered key modules of HummingBird’s DOCS Open (document management system), and Intrafed’s StageWorks
            (production scanning solution) to create custom integrations and solutions for major Danish government institutions including all
            Danish County governments (Kommuner), and The Danish Patent office. This saved contracts worth in excess of 6 million Danish
            Kroner.
Quest Software., (formerly Sitraka software) Toronto, Ontario
Software Architect & Programmer (Waterloo co-op)                                        Sep. 1994 - Dec. 1994, May 1995 - Aug. 1995
      Currently poised as a world leader in Java development tools, Sitraka was at time of employment the world leader in X/Motif toolkits.
           Conceived, architected, and developed all new features new to XRT/Table release 2.1, a popular Motif Widget for graphically
            displaying tabular data. This project was completed during a single 4 month co-op term

Weather Forecast Centre CFB Trenton, Ontario
Junior Programmer (Waterloo co-op)                                                       May. 1993 - Aug. 1993, Jan 1994 - Apr. 1994
      CFB Trenton is one of Canada’s most active military airports.
           Developed various military applications including a weather contouring program and a pilot routing program, used by forecasters to
            aid military pilots at CFB Trenton. All development was done in C for X Windows using the Motif widget set on HP-UX


EDUCATION & PROFESSIONAL AFFILIATIONS
         Graduated from the University of Waterloo in December 1996 with an Honours B.Math in Computer Science co-op
         PMI Certified and holds valid Certified Associate Project Manager diploma from the Project Management Institute;
         Attended StatCan workshop: Turning Statistics into Stories




PERSONAL
          Maintains and contributes to TUN3R radio blog (http://tun3r.blogspot.com) and Information Age blog
           (http://hepburndata.blogspot.com), with over 100 subscribed readers.
          Have been to McDonalds in 34 different countries
          Am an avid foosball player
          Interest in Toronto history and culture

				
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