GUSTAVO CANTON

4048 North Cadillac Drive Apartment 11, Fayetteville, Arkansas 72703

479.935.8117
479.445.3906
gustavocntn@yahoo.com

DIRECTOR OF ANALYTICS

PROFILE OVERVIEW
- Visionary, solutions-focused, and strategic change agent offering profou
nd technical expertise and successfully striking career in delivering cutting-ed
ge analytic solutions, as well as in streamlining complex projects and programs
associated with innovation, process optimization, strategic market positioning,
and major initiatives critical to a company’s success, profitability, and significan
t corporate advantage.
- Intuitive and globally competent project management expert and a Six Sig
ma Black Belt with results-based experience directing high visibility projects;
skilled in creating explicit guidelines, aligning plans, providing strategic bus
iness solutions, and optimizing organizational functions that drive staff effici
ency, maximize resources, and prompt multi-million dollar reduction in cost. An
MS degree holder with experience leading initiatives both for projects and oper
ations of multiple corporate offices.
- Definitive leader with distinct creativity and evidenced-based success i
n adapting to new and rigid business challenges; reliability in exceeding expect
ations; and dedication to drive growth.

“We're pulling together the full year search recommendation now and I believe we wil
l see a material increase in our search investment. Your team's work on the Goog
le local test plays a significant role in making the argument for a more robust
search program. Thanks again!â€
-Rex Conklin
(Sr. Director of Media) Walmart

"Gustavo, Congratulations on a successful event last week with the Heroes de Cor
azon function. I've heard people "buzzing" about it ever since. Lots of people t
old me what a great job you did organizing the event; which brings honor to the
Marketing Department. Thanks for your leadership,
-Stephen Quinn Walmart CMO 10-14-2009

PROFESSIONAL EXPERIENCE

Walmart Customer Insights-Bentonville, AR (2009-Present)

SENIOR RESEARCH MANAGER
Streamline efforts in managing multi-channel analytics and reporting solution to
integrate multiple data sources for segmentation and optimization analysis. Co-
develop plans and participate in improving existing procedures to achieve busine
ss objectives. Conduct master analysis on the link between the digital channels
and offline sales as well as develop procedures to drive incremental traffic to
walmart.com.
Key Accomplishments:
- Played a significant role in achieving goals of cross-functional departm
ents by driving multichannel analytics and reporting in order to drive traffic a
nd sales inside the store
- Strategically directed and ensured the success of a project between Goog
le and Walmart, which also enabled the CMO to justify a 100% increase of the dig
ital budget for Walmart stores
- Designed a geospatial model that allowed the HR Department to meet their
deadlines and reorganize talent across 4,000 stores while allowing Walmart to e
xecute changes from 3 months to 2 weeks
- Strategized a model that defined the incremental impact of using site-to
-store platform; findings allowed Dotcom to justify site-to-store as a tool to g
enerate incremental baskets on in-store purchases; instrumental in expanding Wal
mart offerings in high efficiency proto formats that drove $125M yearly benefits
- Improved overall quality of tab distribution by redefining trade areas b
ased on customer traceable transactions resulting in saving $7.6 MM and cut dist
ribution in half while increasing ROI efficiency

RESEARCH MANAGER Walmart Insights and Customer Strategy-Bentonville, AR (

2007-2009)
Directed and ensured overall efficiency of systems, information, and teams. Anal
yzed economic trends and market dynamics to effectively provide insights to seni
or management and align critical decisions on major issues, as well as fine tune
initiatives of the customer insights and strategy teams.
Key Accomplishments:
- Sustained comprehensive and multi-dimensional solutions that successfull
y satisfied the job requirements
- Optimized assortment and generated sales by sustaining actionable insigh
ts for merchandising categories
- Uncovered outside perspectives and provided the business with a complete
market view through strategic relationship management with research vendors
- Efficiently designed prototypes for new tools, managed automation, and e
nsured their successful rollout
- Piloted the successful development of the first test against control sys
tem in Walmart that measured incremental sales with estimated benefit of $31 MM
/year
- Restructured a food delivery system based on market research and analyti
cs that could potentially improve position of the company with potential annual
sales increase of $1.4B
- Initiated a methodology that accurately extrapolated in-store test resul
ts based on Six Sigma Principles helping the company to save $5 M rollout

MARKETING TRENDS ANALYST Sam’s Club-Bentonville, AR (2006-2007)

Realigned decision making in multiple areas by building strategic mathematical a
nd statistical models while developing and optimizing the analytical design of m
ail types and the measurement of marketing campaigns. Managed documentation of b
usiness processes, methods, and algorithms in a structured and disciplined forma
t for assisting with and learning from analytics suppliers.
Key Accomplishments:
- Driving force in the successful business transformation of Sam’s Club from m
erchandise-driven to a member-centric organization by designing mathematical mod
els to understand and anticipate the behavior of members and its effect on diffe
rent drivers of sales growth and value creation
- Directed and ensured the success of the Member Segmentation Project aimi
ng to accurately score members based on purchasing behavior, demographics, attit
udinal data, and business rules
- Streamlined efforts for a segmentation methodology to scientifically ass
ign clubs to a market Archetype based on demographics, economic data, and Club a
ttributes
- Projected a 10% sales increase for new Sam’s Clubs through the success of an
assortment optimization project
- Improved procedures for the Club of Community initiatives by creating Hi
spanic and Mexican traits model
- Spearheaded the first direct mail initiative that leveraged analytics an
d increased marketing ROI efficiency by 10%
- Contributed in the success of member segmentation process in countries,
such as Mexico, Canada, and India
- Successfully measured and validated the impact of adding MasterCard as a
new tender type at Sam’s Club which was crucial for the MasterCard acquisition

SUMMER/ FALL DATABASE INTERN Sam’s Club-Department of Research and Brand Strategy
(2005)
Designed and developed a fuel impact model that measures the impact of adding fu
el station on in-box sales.
Key Accomplishments:
- Earned designation in account nominal levels, seasonality, and trend
- Successfully completed the project and provided the Fuel Division with a
quantitative way to support the hypothesis that fuel stations
- Contributed in the company’s profitability and provided ammunition to build
fuel stations in 70% of the clubs

TEACHING AND RESEARCH ASSISTANT University of Arkansas-Department of Industrial

Engineering (2004-2005)
Educated Class size 15-20 students on AutoCAD, Methods and Standards, Material’s Han
dling and System Design.
Key Accomplishments:
- Improved instructional delivery through close assessment of students’ divers
e learning needs
- Contributed in maximizing sales through extensive research in areas of O
ptimization Theory for Retail Assortment by using mathematical models

MARKETING ANALYST Multi Credit Bank Panama City, Panama (2000-2002)

Developed and systematized plans that support primary research projects for the
Marketing Department.
Key Accomplishments:
- Improved processes in customer service area by developing and enhancing
the documentation system
- Reduced downtime through proficient coordination and training to
new employees in the customer service area

EDUCATION AND PROFESSIONAL TRAINING

(MS) MASTER OF SCIENCE IN INDUSTRIAL ENGINEERING ~ 2003-2006
Winner of the first Symposium of Engineering
Technical Poster Competition-University of Arkansas-Fayetteville, AR
(BS) BACHELOR OF SCIENCE IN MECHANICAL INDUSTRIAL ENGINEERING ~ 1995-2001
Universidad Tecnologica de Panama-Panama, Republica de Panama

PROFESSIONAL TRAINING
Black Belt Six Sigma Program
National Institute of Leadership Advancement
Dale Carnegie

AWARDS AND HONORS

4th place, Finalist in the International Quality and Productivity Center Competi
tion, Q1 2009
Six Sigma Black Belt Certified, Q3 2008

PROFESSIONAL AFFILIATIONS
- Former Heritage Chair
Hispanic Latino Associate Resource Group
- Vice President of Public Relations
The Society of Hispanic Professional Engineers
- Executive Vice President
The Society of Hispanic Professional Engineers

TECHNICAL PROFICIENCY
Proficient with Retail Link, Queryman, Alterix, JMP, SPSS, Clementine, CRM, MS O
ffice, SQL, and AutoCAD
Basic knowledge of SAS, VBA, and HOST