YTEEL MONTOYA
CDMX
Summary
Results-driven Business Intelligence professional with over 19 years of experience managing end-to-end projects across diverse industries. Skilled in data extraction, cleaning, and visualization using tools such as Tableau, Power BI, and Qlik Sense. Expertise in transforming complex datasets into clear, actionable insights that support strategic decision-making and KPI tracking, effectively collaborating with cross-functional teams to meet business objectives.
Overview
15
15
years of professional experience
Work History
DIGITAL TRANSFORMATION AND CONTINUOUS IMPROVEMENT DIRECTOR
ABSOLUTE BROKERAGE CUSTOMS
04.2024 - Current
- Design the strategy and execution of Artificial Intelligence products that drive the operational transformation of the business, focusing on profitability, agility, efficiency, and compliance.
- Define and execute the strategic vision for Data Science, BI, and Artificial Intelligence, aligned with objectives, anticipating trends, and identifying business opportunities.
- Delivered AI-driven solutions that improved advisor productivity, customer retention, and operational efficiency, translating advanced analytics into measurable business outcomes.
- Built and led the enterprise Data organization, integrating analytics, data engineering, and data science to support strategic and commercial priorities and cloud-based platforms, and AI solutions to scale insight generation adoption.
- Built and consolidated executive-level dashboards and performance frameworks, enabling faster, more informed strategic decisions.
- Led consolidation of key information and generation of insights to drive organizational alignment.
- Oversaw quality and strategic use of data to enhance decision-making processes.
- Built and developed high-performing teams to achieve strategic objectives.
BI SENIOR MANAGER
FULLER BEAUTY COSMETICS
12.2022 - 07.2023
- Lead the strategy focused on data management, data quality, and governance, data integration, and data warehousing.
- Lead and define data quality standards and implement mechanisms to measure, monitor, and remediate data quality issues.
- Led development and maintenance of data architecture roadmap, encompassing data sourcing, storage, retrieval, transformation, integration, modeling, and pipelines to align architecture with business needs and support company objectives.
- Proactively identified and interpreted business needs, uncovering improvement opportunities that enhanced decision-making across organization levels, and delivered BI solutions for long-term impact.
- Interpret complex data sets and drive actionable insights to design and develop predictive models and statistical information mixing BI tools and Python analysis oriented to segment customers to provide data that let understand the customers' behaviors and needs, identify our premium products that sell more and cross sales to increase the average sales and create cluster information to develop prediction models related to sales.
- Lead a team of BI experts and build relationships with key stakeholders/leaders and navigate cross-functionally to deliver on priorities collaboratively.
- Increased revenue from 200,000 MXP to 2,000,000 MXP in the first year, representing approximately 2% of total monthly sales, by automating salesforce hiring through media channels and establishing KPIs to measure performance and drive improvements.
DIGITAL TRANSFORMATION AND BI DIRECTOR
XPERBIT
08.2021 - 12.2022
- Led Business Intelligence and analytics strategy focused on analyzing big data sets to uncover customer insights, identify issues, market trends, and customer behaviors, collaborating with the machine learning team to develop a web platform offering pharma companies ECTL and BI solutions for KPI and dashboard access.
- We lead the development of new data scientist experts to develop two main topics: a) Get insights from raw data and share with data heads of companies to push sales, get trends and support business decisions and b) Develop solutions for customers without any BI tool to make all ETL and BI environment using python and web design and support them to show results.
- We built a team of data scientists to push analytics and insights as an added value to help national sales team to identify opportunities based on data.
- We push the client’s portfolio from 20 MDP to 30 MDP increasing the marketing share in Pharma industry.
- Key results: We reduced data time process around 400% with ETL tools to ensure data load information on time and give accuracy information to some pharma companies.
- CX perception increased 50% according to information on time, accuracy and added value.
- Defined and built new products and processes, enhancing ecommerce initiatives and leveraging digital channels to support sales and customer attraction aligned with company vision.
- Collaborate with fellow directors to align processes across different specializations to the global strategy and proactively identify opportunities to enhance company delivery quality and efficiency.
- Mentored and guided a team of BI developers and data scientists, providing direction and support to business and cross-functional teams, facilitating efficient task completion and implementation of data-driven solutions.
BI MANAGER
FULLER BEAUTY COSMETICS
03.2019 - 08.2021
- Lead the Business Intelligence strategy focused on data analysis, create inner company knowledge and ensure accurate information through the whole company in Qlik sense and QAP dashboards.
- Lead the migration of data regional consolidation dashboards from Qlik sense to Power BI and ensure data information to report to Financial/IT US team leaders to support LATAM teams to adapt reports and information.
- Drive all data consolidation information through enterprise Data warehouse and ETL process daily, monthly and year-end closings.
- Monitor and manage our EDWH that successfully integrates multiple internal platforms as a unique data source and make recommendations about new technologies.
- Partner cross-functionally with Sales, Finance, HR, Operations and Marketing to identify opportunities for improved processes and deliver relevant information to key team members.
- Suggest and own new processes, reports, dashboards, or other analytic activities that drive user adoption in business intelligence efforts across the company.
- Define and design KPIs and Dashboards designs using UX/UI Methodology and using Agile methodology to follow up.
- Reduced costs associated with maintenance BI licenses by 60% through migration to a web environment for Salesforce, translating to $25,000 annual savings while digitalizing new KPIs that enabled 20% annual sales growth.
- Developed a quality report through reverse engineering, reviewing and adjusting table code according to business rules to identify primary causes of customer claims, addressing both internal (quality, wrong orders, wrong pick and pack) and external (distribution and packet handling) issues.
- Streamlined views and tables through reengineering, standardization, and normalization, creating a Data Lake and Data Marts aligned with user needs.
LATAM HEAD OF BI
UNIVAR SOLUTIONS
04.2018 - 03.2019
- Develop Dashboard and operative reports to follow up main activities in the company showing key metrics and indicators for the whole company.
- Collaborated with key users in Mexico and Colombia to extract, transform, and load data from MS SQL Server and MS Dynamics ERP to Tableau, publishing reports, managing permissions, scheduling data loads, and creating alerts and subscriptions for timely insights.
- In Mexico with some business users, we developed a SharePoint interface to save data in a DB and connect with ESET from Tableau to SharePoint to analyze data and create the dashboards.
- In Brazil, worked with IT team to automate excels to SQL processes through Store procedures and triggers to simplify business processes and set information to SQL data bases.
- Manage calculations, create calculated fields, hierarchical structures, test/clean/standardize data that met business requirements.
- Design with UX Tableau dashboard and develop them using chart visualizations such as dual axis, box plots, bullet graphs, tree maps, bubble charts, and waterfall charts, including create trends model to forecast sales company, taking the first 3-5 days of sales we create a dynamic linear model to forecast the monthly expected sales and What if analysis, having users the capability of change values of the variables and make different scenarios.
- Migrated all LATAM interfaces, dashboards, and connectors. Tested about 180 reports in three countries within a two-week timeline to confirm functionality and data integrity.
- Redefined business needs with users to reengineer processes, creating 180 dashboards for daily operations across countries and a consolidated version for regional managers to effectively measure LATAM performance.
- Main use cases: I developed a dashboard for General Manager of the company to predict monthly sales according to the first 5 days of sales, I shared with sales and finance managers the predictions from day 3 to day 5 and at the 5th day they took that results to identify issues with high variation of sales against sales plan.
- Another was in shopping area I created a dashboard to identify impact of exchange rate of some currencies and Finance created a plan to negotiate options to reduce risks of impact by prices fluctuations.
- I created a database that merge a variety of different sources of purchased raw material since was purchased from foreign companies until the company deliver at customer door and traceability of where was the product in every moment and ensure it was not modified.
- I created a dashboard to monitor material stock and identify what were the price average of acquisition and best negotiations and identify what were the maximum level of payment in a new negotiation and also identify how much material would be needed in the following months according to customer purchases and monitor material to avoid expiring material.
- I developed a dashboard to qualify our customers payments portfolio and collecting employees can focus on customers with expired payment terms.
- Managed multiple projects in Mexico, Colombia, and Brazil simultaneously, ensuring timely delivery while maintaining data accuracy, integrity, and high levels of customer satisfaction.
BI and Big Data Manager
TOTALPLAY
01.2017 - 03.2018
- I developed a dashboard for collecting area that give them a segmentation of customers, not just sales, also payments, complaints (including how many complains, what kind of complains, time without services, customer experience qualifications) and service level (when they reported a failure until it was solved, if it was solved in the first 12 hours, 24hrs or 48 hours).
- I developed a dashboard for call center to identified what were the main reasons about customers complaining, made a track line for issues opened, their status and customer experience level and monitored how frequent that customers had a new on failure or identify cases where the failures were repetitive.
- Developed dashboards for call center and customer data collection to improve insights into service performance.
- Extract information from Datawarehouse tables and cross information from Salesforce to give a unique source in MS SQL Server to load data directly to Tableau.
- Manage calculations, create calculated fields, hierarchical structures, test/clean/standardize data that meet business requirements and measure performance database and dashboards functionality.
- Monitored key KPIs, including churn indicators, to identify customer behavior and departures due to uncollectible payments.
- Analyzed large volumes of customer behavior data across internet sites, apps, and TV usage to segment preferences and identify consumption patterns, providing actionable insights on potential churn and technical issues.
- I provided expertise on how to use Tableau in performing data discovery and statistical Analysis to understand customer behavior, specially know products consumption patterns and identify if actual products were according with consumption and needs, tackle complex business problems by converting raw data into meaningful and actionable business insights.
- Prepared data in Tableau Prep Builder to develop ETL processes and functions, and created filters, parameters, and calculated sets.
- Develop and configure data stories according to storytelling practices to configure interactive Dashboards and go from high level to Drill-Down data that provided the main highlights found in the analysis and shared with users to present findings and recommendations.
- Conducted analysis using RapidMiner, integrating customer data such as sales, debts, payment type, location, income levels, age, profession, and gender to identify key variables influencing churn rate, enabling targeted rewards for top consumers and alerts for new high-risk customers.
BI SENIOR CONSULTANT
PRICEWATERHOUSECOOPERS
01.2011 - 01.2017
- Designed and developed Tableau data extraction that unified multiple sources, worksheets, and dashboards, ensuring quality assurance and performance tuning while effectively presenting insights to stakeholders and company leaders.
- Created dashboards for Novartis to monitor sales against plans, track quarterly budget changes, and forecast annual sales, enabling users to select periods for detailed statistical analysis and trend identification.
- Developed for Unilever a dashboard showing the main results of an audit related to footprint coal emissions and security KPIs in Comayagua and Toluca factories that show a quick overview of results, highlights and percentage of accomplishment.
- Developed benchmarking dashboards for Bancomer and Nissan to analyze brand perception across internet and social networks, identifying positive comments and complaints, and conducted similar analysis for competitors in banking and automotive industries to highlight unique challenges and opportunities.
- I developed dashboards for sales according to sell in, sell out, cross sales, and make analysis of information results to provide to salesforce insights of information, such as data from illness, institution, tests, diagnostics, Medical prescription, influence maps, and statistics of digital initiatives and incentive calculations through user stories according to Agile methodology.
- Created databases from various sources including INEGI and Vertica to analyze key performance indicators and brand perception.
- Reviewed requirements from several clients across different project lines regarding internet information and their main competitors to understand brand perception, complaints, and customer preferences.
- Combined multiple worksheets into a cohesive dashboard for clear data visualization.
- I developed a dashboard for Christus Muguerza to give them information about hospital statistics, average bed usage, average time bed use for illness against the capability of their hospitals.
- Another big challenge was learning more things such as supply chain, sustainability, among others to mix BI capabilities and highlights to add value to the final product.
Education
Storytelling Diploma - Business
ITESM
Mexico City01-2026
Top Management Diploma - Business Management
ITESM
Mexico City11-2025
LEADERSHIP BUSINESS MANAGEMENT -
ANAHUAC UNIVERSITY SOUTH CAMPUS
Mexico City10-2022
Master on Digital Marketing and e-commerce -
IEBS Business School
Madrid, Spain06-2022
FULL STACK DEVELOPER -
BEDU
01-2021
UX / UI SPECIALIST -
IEBS Business School
11-2020
M.D. - Leadership
EIDHI School
US06-2017
MANAGEMENT TALENT DIPLOMA -
ITESM CCM
12-2012
Strategy with Balanced scorecard -
ITESM CCM
12-2012
DATA MINING DIPLOMA -
ANAHUAC UNIVERSITY NORTH CAMPUS
05-2012
ACQUISITION AND MERGE COMPANIES -
ITAM
01-2008
FINANCIAL PLANNING -
ITAM
11-2007
Chief Digital Transformation Certification - Digital Business Management
Digital Transformation
Mexico City03-2026
Skills
- Project management
- Digital marketing
- Data analysis
- Problem solving
- Results oriented
- Team collaboration
- Creativity and adaptability
Languages
- English
- Portuguese
- French
- Spanish, Native
- English, Professional, Intermediate Advance
- Portuguese, Intermediate
- French, Basic
Timeline
DIGITAL TRANSFORMATION AND CONTINUOUS IMPROVEMENT DIRECTOR
ABSOLUTE BROKERAGE CUSTOMS
04.2024 - Current
BI SENIOR MANAGER
FULLER BEAUTY COSMETICS
12.2022 - 07.2023
DIGITAL TRANSFORMATION AND BI DIRECTOR
XPERBIT
08.2021 - 12.2022
BI MANAGER
FULLER BEAUTY COSMETICS
03.2019 - 08.2021
LATAM HEAD OF BI
UNIVAR SOLUTIONS
04.2018 - 03.2019
BI and Big Data Manager
TOTALPLAY
01.2017 - 03.2018
BI SENIOR CONSULTANT
PRICEWATERHOUSECOOPERS
01.2011 - 01.2017
Storytelling Diploma - Business
ITESM
Top Management Diploma - Business Management
ITESM
LEADERSHIP BUSINESS MANAGEMENT -
ANAHUAC UNIVERSITY SOUTH CAMPUS
Master on Digital Marketing and e-commerce -
IEBS Business School
FULL STACK DEVELOPER -
BEDU
UX / UI SPECIALIST -
IEBS Business School
M.D. - Leadership
EIDHI School
MANAGEMENT TALENT DIPLOMA -
ITESM CCM
Strategy with Balanced scorecard -
ITESM CCM
DATA MINING DIPLOMA -
ANAHUAC UNIVERSITY NORTH CAMPUS
ACQUISITION AND MERGE COMPANIES -
ITAM
FINANCIAL PLANNING -
ITAM
Chief Digital Transformation Certification - Digital Business Management
Digital Transformation