HARSHNEET S

Sr. Business Systems Analyst

http://youtu.be/tykjM4kNh3k

Sr. Business System Analyst with 7+ years of extensive exposure in eliciting & evaluating requirements for business processes
in functional and technical roles across Digital Marketing, Website Design, Application Development, Google Analytics, Big
Data, Salesforce, Integrated Marketing Communication & UX/UI Design.

 Extensive working knowledge about concepts of digital marketing such as CRM, Ad targeting, Search Engine Optimization, Web
Analytics, Digital Campaign Management, Keyword Targeting and KPI Tracking.
 Working knowledge of Salesforce implementation and digital marketing automation with Salesforce Marketing Cloud and
providing useful analysis for marketing campaigns.
 Expertise in integrating Google Analytics with websites and implementing SEO (Search Engine Optimization) to extract
meaningful insights about traffic flow, page-click, opens and overall performance of the website.
 Have hands-on experience working with various SDLC (Software Development Life Cycle) methodologies like Waterfall,
Agile(Scrum), Water-Scrum-Fall (Agile Hybrid) and Scaled Agile Framework(SAFe). In depth understanding of other industry
standard methodologies like Kanban, Scrumban, Spiral Model, Extreme Programming (XP), Rational Unified Project (RUP).
 Worked as a liaison among technical and business stakeholders’/end users to Elicit, Analyze, Communicate and Validate
requirements through variety of methods such as Brainstorming, JAD & RAD, Requirement Workshop, Document Analysis,
Questionnaire, Focus Groups. Worked with SMEs’ to understand Key Performance indicators (KPI’s).
 Performed various Feasibility Studies, Risk Analysis, Cost Benefit Analysis, Impact Analysis and SWOT Analysis.
 Conductive extensive GAP analysis by identifying AS-IS and TO-BE process model and process flow.
 Excellent business writing skills in Business Requirement Document (BRD), System Requirement Specification (SRS), Functional
Requirement Document (FRD) and Requirement Traceability Matrix (RTM).
 Plan, schedule, track and improve team competency by creating Work Breakdown Structure (WBS) and Critical Path Analysis
(CPA), end to end task and milestone list. Broadly identified Requirement Churn and precisely jotted Change Management Plan.
 Highly skilled in creating Unified Modeling Language (UML) diagrams like Use Case document, Use Case diagram, Activity
diagram, Sequence diagram and creating wireframes and mock-ups using MS Visio, Balsamiq and Lucid Chart.
 Facilitated Brainstorming sessions with Product and UX teams in concept generation. Executed end-to-end UX design for
departments: Product, Marketing, E-Commerce and Cross channel publication.
 Exclusive knowledge of Agile (Scrum) framework including ceremonies like Backlog Grooming, Sprint planning, Daily Scrum,
Sprint Review and Sprint Retrospective meeting and documented artifacts like Product Backlog and Information Radiators.
 Cautiously investigated Triple Constrain to analyze the Scope, Time and Resources associated with the project. Along with
intensively involved in elaboration of the requirements and worked as Proxy Product Owner.
 Highly skilled in breaking down Epics into User Stories satisfying INVEST criteria and then helped in various grooming techniques
like slicing, prioritizing and estimating like MoSCoW, Kano, Planning Poker, Affiliated Mapping, DOT Mapping etc.
 Closely assisted in supporting the PO (Product Owner) to define the Minimum Viable Product (MVP), Minimum Marketable
Feature (MMF), Definition of Done (DOD) and writing Acceptance Criteria for stories and tasks.
 Creatively negotiated and coordinated with various stakeholders like Developers, Application Architects, SMEs’, Business user,
Testers, Senior executive and other Team Members to effectively managed the conflicts.
 Proven mastery in conceptual and logical data modeling, data integration, migration and data conversion. Comprehensive
knowledge of Source data identification, data profiling and data mapping.
 Explicit knowledge of reporting tool like Informatica, JIRA, Confluence, Tableau and Power BI to drive operational intelligence.
 Always encourage best software development approaches like TDD (Test Driven Development), BDD (Behavior Driven
Development), Pair-programming and CICD (Continuous Integration and Continuous Deployment)
 In-depth knowledge of Data Warehouse concepts like OLAP (Online Analytical Processing) and its operations (Roll-up, Drill-
down, Slice-Dice, Pivot), OLTP (Online Transaction Processing), ETL (Extract, Transform and Load) process, Star schema and
Snowflake schema and architecture (Global, Independent DataMart, Hub and Spoke, Centralized and Federated).
 Detailed knowledge of SQL queries which includes Inner and Outer Joins, SELECT statements, Order by, Group by and
Aggregate Functions such as Count, Min, Max.
 Good knowledge of SOAP (Simple Object Access Protocol) and REST (Representational State Transfer) API’s with good
understanding of JSON (JavaScript Object Notation), XML (Extensive Markup Language) syntaxes, WSDL (Web Service
Description Language) and UDDI (Universal Description, Discovery and Integration) for API (Application Programming
Interface) documentation and API testing scripts using tools like Postman and Swagger
 Proficient in HTML, JavaScript, CSS for creating layout drafts, landing pages and email templates.
 Helped UI developing team and designers with various scripts documentation and creating wireframes.
 Thorough understanding of Unit testing, integration testing, White Box testing, Black Box testing, Grey Box testing, Smoke
testing, Sanity testing, Regression testing, Performance testing, Load testing, System testing, UAT (User Acceptance testing),
Alpha and Beta testing, Sandbox testing, Manual testing and Automation testing.
Technical Skills
Digital Marketing Domain
Digital Marketing Tools
Data Modelling / Visualizing Tools
Team Collaboration Tools
Project Tracking Tools
Programming Language
SDLC Methodologies
CRM/ERP Platform
Search Engine Optimization, Predictive Analysis, Customer Segmentation, Digital
Marketing Campaign, UX Designing, Email Marketing and Automation, Big Data, Machine
Learning, Keyword Mapping and Targeting
Sprout Social, Marketo, RocketFuel, MailChimp, Google Analytics, Vimeo, Hubspot
Analytics, Kapost, Moz, Rakuten
Tableau, SocNetV, MySQL, Sparx EA, Power Designer, IBM-SPSS
Confluence, Slack, MS SharePoint
JIRA, Microsoft Project, HP ALM
SQL, JavaScript, HTML, CSS , JSON, XML,
Scrum, Waterfall, Agile, Scrumban, Kanban, RUP, SAFe
Salesforce, SAP, Adobe Marketing Cloud, Hubspot, Zendesk

Professional Experience
Sr Business Analyst (Dec 2018 - Present)
Kohl’s Corporation || Dr Menomonee Falls, Wisconsin
Kohl’s proposed to make enhancement in their current e-commerce analytic system to improve purchasing of their inventories
and goods based on customer preference and current trends by creating custom dashboard for the marketing team and
enhancement of current recommendation engine and salesforce.
Responsibilities:
 Created User Stories by eliciting information from SMEs’, business owners and referred to previous project artifacts to analyze
the As-Is System and To-Be System. Designed the workflow using Lucid Chart.
 Acted as liaison between system users, clients, managers, development team and the QA team to elicit requirements.
 Managed Epics, User Stories, Agile reporting and Bug Tracking, Defect Lifecycle by generating tickets using JIRA.
 Assisted the PO (Product Owner) in scope creation, requirement analysis, creating MVP, during backlog grooming meeting by
decomposing the Epics into user stories, assisted team in writing user stories to be included and managed the product backlog.
 Participated in all the scrum ceremonies like sprint planning, daily standup meeting, sprint review, sprint retrospective,
backlog grooming along with release planning and sprint 0 if only required.
 Fabricated custom dashboard for the team with Sprint Backlog and High priority bugs/defects to stay on track.
 Facilitated Project Manager in ROI Analysis and GAP Analysis to be prepared for potential business and technical risks.
 Drafted and designed the ETL using Hydrograph for data mapping and transforming to process the data flow from unstructured
data to HDFS environment for machine learning.
 Gather data by mining data from social marketing sources (e.g. Facebook, Twitter) and external web sources (e.g. Blogs,
YouTube comments and Google Analytics) using Apache Flume and Spring Social frameworks.
 Involved in understanding of HIVE tables and data validation and analyzed UAT and integration testing.
 Analysis and problem-solving data challenges as they relate to types of data and relationships among data elements that were
gathered within the platform. Executed data cleaning, preparation, merging and analysis. Use data analysis methodologies to
identify trends in large data sets and supported all ad-hoc requests from business users.
 Created prototype using “Adobe XD”, implemented visual changes with the help of high and low level mockups and wireframes.
 Assisted in architecture of Python scripts for sentiment analysis and predictive analysis modelling for business customers.
Utilized all the machine learning techniques of Mahout: recommendation, classification and clustering.
 Integrated libraries of Python with Tableau and Power BI to visualize data and prepared customized dashboards that gave
business owners and marketing professionals a comprehensive view of their customer base.
 The clustered data stored in HDFS after PIG processing was loaded onto a MySQL database for permanent data collection.
Various SQL queries are applied to generate static reports as well as Ad-hoc reports.
 Executed User Acceptance Test (UAT) for the hybrid recommendation engine with both collaborative and context based filter
and implemented automated email marketing with custom offer based on sentiment analysis and customer history.
 Integrated sentiment analysis with Salesforce Marketing Cloud using REST API for email automation and custom landing pages,
Ad-Targeting and Email Automation. Created one to one Customer Journey across Email, Mobile, Social, Ads and Web Studios.
Connect experiences across marketing, sales, services and every customer touch point for extensive marketing activities.
 Analyzed and targeted Look-A-Like customers to attract new target market and provided customized deals to current
customers based on past history and current market trends based on Keyword Analysis.
 Constructed detailed documentation for business owners, stakeholders and marketing team for querying, visualizing and
understanding processed data and various reports on current trends and market preferences.

Environment – Agile Scrum, Hive 2.3.1, Pig 0.17, Mahout 0.12, Google Analytics, Tableau Online, Power BI, MapReduce,
Hydrograph, Adobe XD, JIRA 7.2, Confluence, REST, Salesforce Marketing Cloud.
Sr Business System Analyst (Oct 2017 – Nov 2018)
Johnson & Johnson || Bridgewater, New Jersey
An enhancement data warehouse project for segregating existing data mart into one enterprise data warehouse hub in order to
perform various analytic queries to study the pattern and sales, thus working more toward customer retention and client
satisfaction. Implementation of Sales cloud and Marketing cloud to attract new customer and retain the existing loyal ones.
Responsibilities –
 Documented and drafted the Business Scope document, Project Charter and Project Roadmap document.
 Performed cost benefit analysis and various feasibility study like economic feasibility, technical feasibility, operational
feasibility. Conducted Gap Analysis for comparison of actual performance with desired performance.
 Facilitated brainstorming sessions with stakeholders in order identifying various sources to provide seamless engagement.
 Involved in creating mapping design between source and target and performed various SQL queries like DML and join
commands ad supervised the source to target mapping (STM).
 Actively participated in all scrum meeting like scrum planning, daily standup meeting, sprint review, sprint retrospective,
backlog grooming, spike and release planning.
 Designed Fact Tables and various Dimensions associated with the project and actively participated in designing of Schema and
architecture for easier and faster data retrieval and transformation.
 Designed UML diagrams that consists of activity diagram, use case diagram and sequence diagrams and assisted the data
modeler in building up data architecture for problem solution that was developed by providing logical architecture by creating
wireframes and mockups using Balsamiq to convey the flow of the data from source to target for better understanding.
 Utilized Informatica PowerCenter to perform ETL process using different types of extraction, transformation and loading by
identifying granularity. Performed various HOLAP queries like rollup, drill-down to process multi-dimensional data.
 Created different Informatica Workspace (Source Analyzer, Target Designer, Mapping Designer, Mapplet designer and
Transformation developer) to transform the data from source to target. Helped with data normalization for elimination of data
redundancy and faster query process.
 Designed the personalized and customized campaigns for customer onboarding for new customers (first time customers) and
customer retention for existing customers using Journey Builder.
 Created the templates for emails and the content to be added in the email along with the segmented lists of email users using
Email builder, Content builder Audience builder and Segment builder. Managed all project document in SharePoint.
 Maintained the Scrum Board which helped in having transparency and one view of workflow pipeline and team-spirit status by
having fields like not started, work-in-progress (Design, Development, Testing), work done.
 Worked closely with UI team, designers and architecture to establish new features for the new UI framework.
 Involved with the architecture to create various wireframes and framework of the to show the importance of UI centric project
 Designed test plans, test cases and test scenarios to perform UAT for constraints, correctness, cleanliness and data quality.
 Assisted Validation testing, Metadata testing, Data completeness testing and Transformation testing. Aided the Report
Manager to generate Charts and visual documents using Tableau, drafted Ad-Hoc reports to provide Business Intelligence (BI).

Environment – Scrum, Salesforce CRM – (Sales Cloud, Marketing Cloud), Balsamiq, JIRA, Informatica, SharePoint, Tableau

Sr. Salesforce Business System Analyst (April 2016 – July 2017)

Barclays || Wilmington, Delaware

A Digital Marketing strategy for customer-centric engagement model implemented using Salesforce CRM that emphasizes
primarily the use of Salesforce Marketing Cloud and Einstein Analytics for customer onboarding, wealth management,
mortgage and insurance assistance resulting in customer retention and satisfaction, nurturing healthy customer relationships.
Responsibilities:
 Requirement gathering from the customer and SME’s which included marketing cloud expert and Einstein analytics expert by
conducting elicitation techniques like interviewing, document analysis, introspection, benchmarking and market analysis.
 Lead the relationship with client to define project vision, project charter, costs, timelines, deliverables, engagement planning,
budgeting and define deliverable structure and content.
 Performed feasibility analysis, cost benefit analysis and gap analysis to facilitate Business Process Improvement (BPI).
 Coordinated with PO in scope creation, requirement analysis, creating MVP, during backlog grooming meeting by decomposing
the Epics into user stories, assisted team in writing user stories to be included in and managed the product backlog.
 Assisted PO and development team in deciding and negotiating the DOD (Definition of Done), DOR (Definition of Ready) and
Acceptance Criteria for the user stories. Along with prioritization and estimation whenever needed.
 Ensure that licensing for Salesforce CRM, clouds and Dell Boomi were properly obtained and maintained by following all the
rules, policies and guidelines of the client company as well as Salesforce.
 Created and maintained Salesforce Quip document for team collaboration and progress report and guided the team members.
 Built campaigns for the customer onboarding in Journey Builder that mapped out customer journeys from the time customer
first visited the website, till it becomes customer, which includes email marketing, digital advertising and promotional offers.
 Drafted UML diagrams like sequence diagrams for defining the sequence of the events between the customer, bank and the
bankers, activity diagram to illustrate the flow of the process and use case diagram for interaction between users and bank.
 Actively involved with designer and data analyst in constructing the data architecture of the cloud solution to be developed by
providing the logical and conceptual architecture for the system to be designed.
 Designed and built custom emails and landing pages utilizing HTML, XML, JavaScript and CSS.
 Conducted ‘Transfer Domain Knowledge’ to junior team members by conducting knowledge transfer session about Salesforce
CRM, Digital Marketing and role of marketing cloud in enhancing digital marketing and digital advertising features.
 Collaborated with Scrum Master in maintaining information radiators like project burnup burndown chart which kept the team
in check with project scope, project possessing, RTM and ensured all the requirements are getting covered in test cases.
 Collectively worked with testers in creation of test plans, test scenarios and test cases and maintained test suite by using JIRA,
where tickets for defect log and bug log were produced. Also performed UAT which included multi-channel testing.

Environment – Scrum, Salesforce CRM, Dell Boomi, MySQL, Oracle, Force.com, Email Studio, Mobile Studio, Web Studio,
Salesforce DMP, Google 360, Apex, Visualforce, Journey Builder, Data Studio, Quip, Audience Builder, SharePoint, Jira

Sr. Business System Analyst (Feb 2015 – Mar 2016)

Estee Lauder || Melville, New York

A compliance project by an American Multinational Company to segregate European data and transfer it to a separate data
warehouse in Europe keeping GDPR compliance in check with intense testing and integrating ERP platform with cloud service.
Responsibility-
 Conducted requirements gathering through IT examination before incorporating SAP modules.
 Implemented SAP GRC (Governance, Risk and Compliance), Security Incident Response and Vulnerability Response Modules
with Marketing and Sales cloud under enterprise solutions.
 Supervised Bi-weekly meetings with core compliance leads on GRC changes and GDPR compliances.
 Facilitated in implementing and technically configuring SAP GRC Access Controls 10.0 component such as Access Risk Analysis
(ARA), Access Request Management (ARM), Emergency Access Management (EAM) and Business Role Management (BRM).
 Experienced in conducting JAD sessions with excellent inter-personal skills and conflict management.
 Facilitated Product Owner with various different activities like identifying business requirement, making user stories, prioritizing
user stories and acting as a liaison between technical and non-technical stakeholders. Along with helping Scrum Master with
various scrum ceremonies like daily scrum, scrum review, scrum retrospective and solving impediment.
 Creation of many different reports like dashboard, ad-hoc and metrics to determine gaps and expired exceptions in the system.
 Expert in Root Cause Analysis, Feasibility Studies, Risk Assessment Studies and SWOT Analysis. Conducted training for
compliance members, documented SMEs’ and global users of GRC.
 Expert in user interface designing and creating screenshots using wireframes and comps, and expert in using tools like MS
Project, MS SharePoint, MS Visio for project tracking and team communication.
 Designed & developed Use Cases, Activity Diagram, Sequence Diagram, Object Oriented Diagram with UML using Lucid Chart.
 Expert in using Tableau and Informatica for Data visualization, modelling and ETL purpose. Developed process flow, reports
and Data Mapping document for the ETL process considering GRC.
 Extensively worked on the ETL analysis (Extract-Transform-Load) identified various types and helped the ETL team with
requirements from business perspective and documented the OLAP reports as required.
 Proficient in developing and executing Test Cases, Test Scenarios, Test Plans, Test Scripts and performed various functional and
validation testing, usability testing, stress testing for ensuring that the software meets the system requirements.

Environment – Scrum, SAP (Marketing cloud, Service Cloud) 2016, GRC 10.1, Tableau 10.1, Informatica 10, Sparx EA 13, MS
Project, MS Visio, MS SharePoint, MS Office 2016.

Business Analyst (Dec 2013 – Feb 2015)

Snapdeal || Gurugram, India

An enhancement project to serve customer better by providing better interface and user experience which include a new
website and a mobile application. Integrating older project with newer components to give a better customer experience using
additional external marketing tools for conversions.

Responsibilities –
 Gathered user and business requirements through discussions, requirement workshops, interviews with stakeholders,
Document analysis and JAD/RAD sessions for better understanding of the project.
 Coordinated with SME’s and Technical Architect to gather requirements and document them in the form of Epics and User
Stories. Created Project Charters to clearly indicate the scope, objective and resources of the project.
 Created Business Requirement Document (BRD), System Requirement Specification (SRS) and Functional Requirement
Document (FRD) based on the outcomes recorded after all the elicitation techniques.
 Involved in identification of business rules and business process flow along with forecasting, release planning and developing
business case document for prioritizing the product roadmap features and Acceptance criteria for User Stories.
 Attended with full participation all the scrum ceremonies and meetings like sprint planning, daily scrum, sprint review etc.
 Designed artifacts such as Use Cases, developed various UML diagrams like Sequence diagram, Use Case diagram and Activity
diagram and few other business diagrams like To-Be processes using Sparx EA and MS Visio.
 Facilitated UI design by document design requirements and created mockups and wireframes to analyze proposed
implementations. Created user stories in JIRA from stakeholder feedback for change request and product development.
 Served as a liaison between four work streams task leads, SME’s, QA team and other stakeholders. Actively participated in Joint
Meetings with various teams involved in the sandbox environment (Design-Development-Testing Phase).
 Created Requirement Traceability Matrix (RTM) and maintained project burn up and burndown charts (Sprint and Release).
 Wrote SQL queries for checking output and authenticating various reports developed using MySQL.
 Utilized IBM SPSS modeler to create visual data models that showcased necessary data sources. Forwarded the reports and
visualized data models to the data analytics team for ETL process. Use Confluence to manage and communicate among team.

Environment – Waterfall + Agile methodology, Jira 6.1, Confluence, MS Office 2015, SQL, MySQL 2014, IBM SPSS Modeler (), Sparx
Enterprise Architect 10, MS Visio

Digital Market Analyst (Jun 2012 – Nov 2013 )

Fruit Bowl Digital || Mumbai, India

An event management company wanted to execute digital marketing programs for multiple client accounts and launched
content with external media partners to capture the audience attention.
Responsibilities –
 Provided on-going reporting for digital media campaigns as well as internal reporting for Finance department.
 Developed A/B and multivariate testing programs for agency clients including creative banners, logo, ad text, landing pages,
email subject lines and social media posts. Edited and modified site content using tool and HTML, CSS and JavaScript coding.
 Drafted and implemented paid search (SEM) and pay-per-click (PPC) programs for Google and Bing which includes day-to-day
management and keyword optimization. Executed reporting via Google Analytics including setting up, analyzing and reporting
of conversion rate, page view, bounce rate, returning visitors, ROI and event level tracking.
 Managed PPC based banner display programs including helping to develop creative briefs, collaborating on creative production
and building distribution plans compromising of contextual placement, targeted buys, retargeting, search remarketing and
Look-A-Like targeting. Assisted various internal departments including account services, relationship management, creative
team, media planning, data analytics and production team to complete the digital projects.
 Managed email marketing campaigns including leading email creative development team taking direct responsibility to build,
design, test and schedule all emails via Campaign Monitor and MailChimp.
 Designed and developed strategic plans and campaign reports from analytics tools for clients and internal stakeholders.
 Worked with account and business development team to generate new digital projects to grow more digital business.

Environment – MailChimp, Campaign Monitor, Adobe Photoshop CC 2013, Adobe Illustrator CC 2013, Google Analytics, MySQL,
HTML, CSS, JavaScript, WordPress 3.5.1

SQL Developer (July 2011- May 2012 )

Dabur || Mumbai, India

A software company wanted to deliver highly creative and interactive website capable of recording user preferences and
customer reviews and rating for its client a C2C company dealing in youth lifestyle items and ayurvedic products.
Responsibilities -
 Created data models and UML from the user interaction information and previous website.
 Used SQL to query necessary information to create a relational database from the models.
 Analyzed information from the database and gave necessary feedback to the project manager.
 Used IBM SPSS statistics and modeler to showcase graphical representations of data on UI journeys which would help the
development team to create necessary UI changes and fulfil the requirements.
 Used MySQL so as to work on and store necessary SQL queries for the project.

Environment – SQL, IBM SPSS (v20), MS Office 2010, MySQL (v5.5)

Education:
Bachelor’s in Engineering | Date Earned | Indraprastha University