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Tom Wolfer, MBA, ABC (IABC)
1137 Royal York Road
Toronto, ON, M9A 4A7
E-mail: tomwolfer@hotmail.com

I am a strategic, tech-savvy marketing communications professional with experience managing stakeholder relations and cultivating relationships with senior managers, C-level executives, the media, and owners in the public, non-profit and private sectors. My skills include writing, marketing research and data analysis, giving presentations, and marketing communications planning. My print and digital marketing communications utilize the following marketing channels: Internet search, social media and social networking sites, select online marketing and analytics communities, as well as editorials, speeches, articles, newsletters, brochures, binders, ad copy, and briefing notes. Below is a summary of my professional analytics and marketing career.

Rogers Communications

Software:
- Microsoft Excel, SnapComms, Microsoft Word, Microsoft PowerPoint

Data:
- Clickstream data

Analysis:
- Crosstab data analysis

Managing an analytics project evaluating an employee communications program:

- liaising with select Rogers managers and staff
- interviewing call centre staff, content writers and managers
- performing an analysis of data to determine the impact on business results
- writing a research report and presentation summarizing the analysis of data

Ontario Ministry of Health and Long-term Care

Software:
- SAS, SharePoint, Microsoft Excel, Microsoft PowerPoint, Adobe Captivate

Data:
- Discharge Abstract Database (DAD)

Analysis:
- Crosstab data analysis

Helping epidemiologists and data analysts communicate healthcare system research:

- writing and editing epidemiologists and data analysts’ research reports based on their analysis of data
- creating PowerPoint presentations summarizing epidemiologists and data analysts’ analysis of data

Ogopogo Media Inc.

Software:
- Google Analytics, WordPress, PHP, HTML, Salesforce.com, Adobe CreativeSuite, Dreamweaver, a proprietary content management system, Microsoft Word, Microsoft Excel

Data:
- BC Wine Institute (BCWI) wineries listing, website visitors

Analysis:
- Advertising share of spend calculation, website visitor segmentation

Liaising with internal web developer, sales and managerial staff as well as BC winery, golf course, restaurant, and hotel/resort owners and managers:

- estimating the annual online and offline marketing budgets for each BC winery using production volume data, retail wine pricing and ratios determined via industry standard financial statement data analysis research: calculated ‘share of ad spend’ targets
- using Google Analytics to track activity on a network of websites promoting BC Interior cities as tourist destinations: Revelstoke, Kamloops, Vernon, Kelowna, Summerland, Penticton, Osoyoos
- researching, editing and writing search engine optimization (SEO)-friendly web copy

BC Interior Health Authority (IHA)

Software:
- Business Objects, Crystal Reports, SPSS, Microsoft Excel, Microsoft Access, Microsoft Word, MapInfo

Data:
- Discharge Abstract Database (DAD), Hospital Admissions database

Analysis:
- Crosstab data analysis, business intelligence (BI) query reporting

Liaising with data analysts, managers and IT staff:

- doing an analysis of data for a business case for a cardiac care unit at Kelowna General Hospital (KGH)
- doing business analysis with Desktop Intelligence/Business Objects and Crystal Reports Business Intelligence (BI) tools on hospital admissions data, the Discharge Abstract Database (DAD) and other data

Mediative (Formerly Enquiro)

Software:
- Tobii, Omniture, SiteCatalyst, Firefox SEO, GoogleAdwords, Tobii, Microsoft Excel, Microsoft Word

Data:
- Website eye tracking gaze data, clickstream data, website visitor data

Analysis:
- Eye tracking research heat map data, crosstab data analysis, keyword SEO analysis, campaign ROI analysis

Liaising with search marketing clients and Enquiro team members:

- writing blog articles about online content and marketing
- working on search engine marketing (SEM) campaigns for clients
- using Omniture web analytics software and SEO web analysis tools
- helping facilitate eye tracking website research studies

Children’s Mental Health Ontario (CMHO)

Software:
- Contribute, Dreamweaver, PHP, HTML, Microsoft Word, Microsoft Excel, Microsoft Access, Microsoft PowerPoint, SurveyMonkey

Data:
- CMHO Children’s Mental Health Centre (CMHC) listing, website visitor postal code search string data

Analysis:
- Geographical Information Systems (GIS) data analysis

Liaising with a web developer, creative staff and a French language translator:

- managing a print, radio and TV media to educate parents with children who may have a mental health issue
- editing, writing and researching web copy, print copy, articles, press releases, editorials, speeches, and ad copy for the kidsmentalhealth.ca website, newsletters, TV and radio ads, annual reports, and brochures for the public, media, children’s mental health centre (CMHC) staff, children’s mental health policy makers, and children’s mental health stakeholders
- doing an analysis of data regarding the penetration rates to TV, radio, print, and letter writing campaigns

Toronto District Health Council (TDHC)

Software:
- SQL, proprietary database connectivity software, Dreamweaver, PHP, HTML, Microsoft Word, Microsoft Excel, Microsoft Access, Microsoft PowerPoint, Adobe CreativeSuite

Data:
- Clickstream data, Community Care Access Centre (CCAC) list, Community Health Centre (CHC) list, Long-term Care Home (LTCH) list

Analysis:
- Website visitor content readership analysis

Liaising with epidemiologists, data analysts, web, creative, French translation, and administrative staff:

- working with healthcare sector stakeholders, the media, healthcare policy makers, hospital and community care provider managers, and healthcare system researchers
- writing and editing healthcare data modeling research reports based on an analysis of data conducted by epidemiologists and data analysts
- editing, writing and researching web copy, print copy, articles, press releases, editorials, speeches, and ad copy for the TDHC website, newsletters, TV and radio ads, annual reports, and brochures for the public, media, healthcare sector staff, MOHLTC staff, and Toronto’s healthcare system stakeholders
- researching, designing and writing an MPP Briefing Binder and organized a breakfast event about Toronto’s healthcare system for Toronto-area MPPs

MarketQuest-Omnifacts (Formerly Omnifacts Research)

Software:
- SPSS, Microsoft Access, Microsoft PowerPoint, Microsoft Word, Microsoft Excel, OpenVenue online survey tool

Data:
- Randomly-generated population samples, survey responses

Analysis:
- Crosstab analysis, qualitative data coding

Liaising with and meeting the market research and data analysis needs of oil & gas and public sector clients:

- managing research for a business case to establish a privately-owned wine store in Nova Scotia
- designing and writing paper, telephone and web survey instruments
- performing an analysis of paper, telephone and web survey data to determine the impact on business results
- writing a research report and PowerPoint presentation summarizing the analysis of paper, telephone and survey data

Petro-Canada (Petro-Points)

Software:
- SAS, SQL, Analytix, Business Objects, MapInfo, Microsoft Excel, Microsoft Access, Microsoft Word, Microsoft PowerPoint, Angoss KnowledgeSEEKER

Data:
- Print Measurement Bureau (PMB) database, Consumer Spending Potential (CSP) database, Petro-Points database

Analysis:
- Marketing campaign ROI analysis, time series data analysis, clustering analysis, inductive decision tree (IDT) analysis

Liaising with data analysts Petro-Points direct marketing members and IT staff:

- doing an ROI analysis of data to evaluate Petro-Points loyalty program direct marketing campaigns
- segmenting Petro-Points members using clustering, inductive decision tree (IDT) and other data analysis modeling techniques based on profitability, spending behavior, attitudes, and demographics
-writing a business case to support a data analysis project between Petro-Points and the Dalhousie University School of Business

The Honourable Pauline Browes, PC., MP

Software:
- WordPerfect

Liaising with ministerial, constituency, Library of Parliament, and Parliament Hill staff:

- researching and writing speeches for the Minister and letters to constituents

Education
- MBA in Marketing & Information Systems – Dalhousie University
- Bachelor of Arts (Political Science) – Carleton University

Market Research and Database Training
- Qualitative and Quantitative Market Research – IBM SPSS
- Crystal Reports – SAP Business Objects
- Adobe Captivate 5