Professional Profile
Susana Fuentes
Susana Fuentes is a professional expert in Data Analytics and business process optimization, with over 20 years of experience in developing analytical projects at all hierarchical levels of the organization. She excels in communication with senior management and international teams, demonstrating a strong results-oriented approach.
Susana is pragmatic and organized, standing out for her initiative and creativity in proposing solutions to complex problems. She maintains a constant interest in innovation, always prospecting for the latest developments in the field of data. Additionally, she possesses excellent communication skills, both verbal and written.
Analytics
Data
Digital Transformation
Artificial Intelligence
Experience
from 2022
Head of Data & Analytics | Nationale-Nederlanden
- Management of Business Intelligence, Advanced Analytics, Artificial Intelligence & Data Governance areas.
- Design and execution of the data strategy.
- Management, coordination, and assessment of analytical needs.
- Data governance, business glossaries, information quality, and traceability.
- Analytical data architecture, standardization of working methods.
- Coordination with international projects and platforms in 10 countries.
- Corporate culture change and data-driven orientation.
2008 - 2022
Head of Business Intelligence and Analytics
| Grupo hna
- Management of the Business Intelligence & Analytics and Healthcare Expense Management areas.
- Management, maintenance, and development of data architecture and strategy at the corporate level.
- Design and execution of analytical projects and extraction of business insights.
- Analytical data governance.
- Analytical and technological solutions for commercial, operations, marketing, and finance areas.
- Coordination of external suppliers and multidisciplinary teams.
- Design of training for business users and management.
2007
Business Intelligence Manager | Jazztel
- Management and execution of analytical projects.
- Coordination of internal and external teams of 15 to 20 people.
- Management of priorities, deadlines, and budget.
2003 - 2007
Business Intelligence Manager | Daemon Quest / Deloitte Digital
- Construction of complete Business Intelligence & Analytics solutions, from information extraction, integration, insights, machine learning model to the development of the exploitation interface.
- Team management.
- Management of priorities and assignments.
2000 - 2003
Team Leader | Everis (NTT Data)
- Development of data warehousing projects.
- Development of prototypes for client testing.
Skills
Languages
English (C1)
Data
Data Architecture
Datawarehouse
ETL
Data Governance
Machine Learning
Webscraping
Enrichment and Cleaning
Artificial Intelligence
Reporting, Visualization, and Analytics
Power BI
Microstrategy
Qlikview
KNIME
Rapid Miner
Anaconda
Pycharm
Microsoft Azure
Databases
Databricks
SQL Server
IBM DB2
MySQL
Oracle
Analysis Services
Programming
SQL
Python
Visual Basic .NET
Management
Project Coordination
Agile Methodologies
Communication with Management
Coordination of Multidisciplinary Teams
Experience
desde 2022
Head of Data & Analytics | Nationale-Nederlanden
- Management of Business Intelligence, Advanced Analytics, Artificial Intelligence & Data Governance areas.
- Design and execution of the data strategy.
- Management, coordination, and assessment of analytical needs.
- Data governance, business glossaries, information quality, and traceability.
- Analytical data architecture, standardization of working methods.
- Coordination with international projects and platforms in 10 countries.
- Corporate culture change and data-driven orientation.
Details about the experience
- Major achievements in the area of Advanced Analytics and Artificial Intelligence
- First country in the group to implement a use case with Microsoft OpenAI (Q&A for agency network).
- National and international launch of the Customer Persona segmenter with more than 100 variables for 360 customer analysis.
- Implementation of an automated offer system for clients with an impact of more than €500K annually.
- Major achievements in the area of Business Intelligence and Reporting
- Creation of the Business Intelligence unit in Spain.
- Design and deployment of the reporting architecture on the international cloud platform.
- Implementation of the self-service information exploitation model to provide autonomy to business areas.
- Development of a data model as an integrated repository of corporate analytical information.
- Major achievements in the area of Governance and Quality
- Launch of an initiative to eliminate technical debt and information silos.
- Implementation of the “data citizens” program to train all departments in analytics.
- Deployment of the structure of domains and KPI owners to ensure criteria uniformity.
- Launch of the data communication plan, with weekly impacts to promote culture and awareness.
2008 - 2022
Head of Business Intelligence and Analytics
| Grupo hna
- Management of the Business Intelligence & Analytics and Healthcare Expense Management areas.
- Management, maintenance, and development of data architecture and strategy at the corporate level.
- Design and execution of analytical projects and extraction of business insights.
- Analytical data governance.
- Analytical and technological solutions for commercial, operations, marketing, and finance areas.
- Coordination of external suppliers and multidisciplinary teams.
- Design of training for business users and management.
Details about the experience
Major achievements in the area of Business Intelligence and Reporting
- Creation of the Business Intelligence & Analytics department within the Group, giving it its own entity and achieving the participation of the area in all strategic projects of the Group.
- Implementation of the corporate data warehouse, resulting in a system with minimal maintenance, automatic daily and nightly loads, with transversal and integrated information from the entire Group.
- Implementation of the self-service information exploitation model to provide autonomy to business areas.
- Implementation of high management and board dashboards.
- Implementation of customized analytical applications for operational areas (call center, benefits, medical boards, marketing, and digital strategy).
- Integration with external data from digital providers (Google Analytics, Facebook).
Major achievements in the area of Analytics
- Implementation of machine learning in the group and in analytical areas, increasing the quality of operational actions and decision-making.
- Incorporation of new data sources, coming from all types of origins (brokers, public data, web scraping).
- Business reference, turning Business Intelligence into the focal point of analysis and studies on various business issues, aimed at supporting management decisions.
- Implementation of the health cost estimation model and application in IBNR calculation, budgeting, and forecasting, with a direct impact on profit and loss accounts and approval by the General Directorate of Insurance.
- Establishment of the calculation methodology for the Customer Lifetime Value model of health and intervening scoring and propensity models (survival, claims, copayments).
- Implementation of the “Next Best Offer” system, which has doubled conversion rates and exceeded budget figures.
Major achievements in the area of data governance
- Launch of the Corporate Information Portal, as the central, official, and unique point of information for decision-making.
- Implementation of the information certification model to ensure that all published data meets standards of truthfulness and usefulness.
- Implementation of the corporate framework for data use and analysis.
- Sustained annual increase in information consumption.
Major achievements in the area of Healthcare Expense Management
- Implementation of the price re-certification system to support fee negotiation. Estimated 5% savings in each negotiation.
- Implementation of the competitive dashboard comparison system. 12 boards in constant comparison.
- Design and development of the automated detection system for health billing fraud. €300K savings in the first year of operation.
2007
Business Intelligence Manager | Jazztel
- Management and execution of analytical projects.
- Coordination of internal and external teams of 15 to 20 people.
- Management of priorities, deadlines, and budget.
2003 - 2007
Business Intelligence Manager | Daemon Quest / Deloitte Digital
- Construction of complete Business Intelligence & Analytics solutions, from information extraction, integration, insights, machine learning model to the development of the exploitation interface.
- Team management.
- Management of priorities and assignments.
Details about the experience
- Analysis and design of relational, multidimensional, and ETL models.
- Analysis and design of dashboards and OLAP reports.
- Construction of machine learning statistical models to estimate consumption propensity, demand forecasting, commercial targeting.
- Most relevant projects:
- [Pharma] Targeting doctors and pharmacies for medical visit optimization.
- [Pharma] Demand forecasting.
- [Retail] Optimization of redemption rates in loyalty programs.
- [FMCG] Integration of 17 information sources for marketing area and obtaining insights.
- [Banking] Return and performance of marketing campaigns.
- [Hospitality] Estimation of customer consumption potential.
2000 - 2003
Team | Everis (NTT Data)
- Development of data warehousing projects.
- Development of prototypes for client testing.
Details about the experience
Development of data warehousing projects.
- Participation in various data marts in AMENA (GSM network control and environment for customer segmentation).
- Relational modeling on Oracle.
- Construction of a metadata model to support processes.
- Design of intelligent ETL processes (automatic calculation of indicators).
- Administration and development with Business Objects.
Development of prototypes for client testing.
- Design and construction of various prototypes for market studies.
- Conducting presentations in Focus Group and Workshop.
- Development of WEB, WAP, Voice, SMS, and WEB TV applications.
Education
2022 - 2023
Master in Business Administration | ThePowerMBA
2005 - 2008
PhD in Computer Engineering and Mathematical Modeling | Universidad Rey Juan Carlos
1996 - 2001
Bachelor in Computer Engineering | Universidad Pontificia Comillas (ICAI)
Additional Training
- Data Governance & Data Management (IKN)
- Big Data, Artificial Intelligence, and IoT for Insurance (INESE)
- QlikView Designer and Developer (Mercanza)
- Microstrategy PEP Program (Microstrategy Spain)
- Business Objects Dashboard Manager (Business Objects)
- Various courses and seminars related to Marketing (Daemon Quest)
Skills
Languages
English (C1)
Data
Data Architecture
Datawarehouse
ETL
Data Governance
Machine Learning
Webscraping
Enrichment and Cleaning
Artificial Intelligence
Reporting, Visualization, and Analytics
Power BI
Microstrategy
Qlikview
KNIME
Rapid Miner
Anaconda
Pycharm
Microsoft Azure
Databases
Databricks
SQL Server
IBM DB2
MySQL
Oracle
Analysis Services
Programming
SQL
Python
Visual Basic .NET
Management
Project Coordination
Agile Methodologies
Communication with Management
Coordination of Multidisciplinary Teams