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Francisco Marco-Serrano
Verified Expert in Engineering
Data Science Developer
London, United Kingdom
Toptal member since November 16, 2018
Bio
After Francisco graduated in economics, he started his career in business controlling in manufacturing, transitioned to overseas branch management, and after a period as a research consultant, corporate trainer, and lecturer, emerged as a data scientist. He loves the thrill of understanding the business use case, navigating data for finding insights that allow building actionable solutions, and translating the results back to the business users.
Portfolio
IT Consulting
Python 3, Marketing Science, Artificial Intelligence (AI), Team Leadership...
Essence
Microsoft Excel, R, Data Analysis, Marketing Science, Agile Data Science...
Mid-sized IT Consultancy
Microsoft Excel, SQL, R, Data Analysis, Agile Data Science, Data Science...
Experience
- Economics - 20 years
- Data Science - 20 years
- Predictive Modeling - 20 years
- Marketing Science - 10 years
- Python 3 - 10 years
- Agile Data Science - 10 years
- Team Leadership - 10 years
- R - 8 years
Preferred Environment
SQL, R
The most amazing...
...thing I've tried is using machine learning in predicting a full economy time series.
Work Experience
Data Science Consultant
2019 - 2025
IT Consulting
- Led a team of data scientists managing a revenue growth management engine for retail.
- Designed and delivered a prediction engine for the intake of packages.
- Managed a team supporting network assurance tools for a telco.
Technologies: Python 3, Marketing Science, Artificial Intelligence (AI), Team Leadership, Predictive Maintenance, Team Management, Predictive Modeling, A/B Testing, Python, Model Validation, Statistical Modeling
Analytics Director
2019 - 2019
Essence
- Spearheaded marketing mix modeling, improving legacy practices to state-of-the-art modeling.
- Designed and delivered marketing tests and undertook brand equity modeling.
- Modeled share of voice (SOV) for a brand and assessed the minimum budget to reach a specific market share.
Technologies: Microsoft Excel, R, Data Analysis, Marketing Science, Agile Data Science, Data Science, Time Series, Sales Forecasting, Machine Learning, Forecasting, Optimization, Python 3, Predictive Modeling, Algorithms, Artificial Intelligence (AI), APIs, Team Leadership, Team Management, A/B Testing, Python, Model Validation, Statistical Modeling
Data Science Consultant
2018 - 2019
Mid-sized IT Consultancy
- Analyzed text from social media sources to assess sentiment and ratings using NLP.
- Validated a matching process of two transactional databases that lacked unique identifiers and assessed statistical representativeness of the available data with regards to the whole scope market.
- Helped kick-off a data science practice at a digital center of excellence.
Technologies: Microsoft Excel, SQL, R, Data Analysis, Agile Data Science, Data Science, Time Series, Sales Forecasting, Machine Learning, Forecasting, Presales, Optimization, Python 3, Predictive Modeling, Algorithms, Artificial Intelligence (AI), APIs, Python, Model Validation, Statistical Modeling
Data Analytics Principal
2016 - 2018
Global Data Provider
- Assessed stability and sensitivity of a predictive model intended to produce a forecast of vessel freight rates.
- Analyzed vessel geolocated data, clustered the data to assess paths/routes in the oceans, and built models to predict vessel destination.
- Built a framework to produce budget overrun risk curves for oil and gas projects.
- Developed a framework to produce time series forecasting models for hundreds of routes for commodities.
- Analyzed data on company dividends and proposed a baseline model for predicting the next announcement date.
Technologies: SQL, R, Data Analysis, Microsoft Excel, Agile Data Science, Data Science, Time Series, Sales Forecasting, Machine Learning, Forecasting, Optimization, Economics, Python 3, Predictive Modeling, Algorithms, APIs, Python, Model Validation, Statistical Modeling
Senior Lecturer in Economics, Team Leader
2012 - 2016
Private College
- Researched the effect of student attendance on their performance.
- Delivered marketing research using the British Social Attitudes survey.
Technologies: SQL, R, Microsoft Excel, Data Analysis, Data Science, Forecasting, Optimization, Economics, Predictive Modeling, Algorithms, Team Leadership, Team Management
Business Research Consultant
2007 - 2012
Self-employed
- Designed a survey questionnaire for assessing tourist satisfaction and spend.
- Researched causality effects between the existence of creative industries and economic growth, at the regional level.
- Gathered accounting information for Spanish yacht clubs using randomised sampling.
- Developed economic impact (input-ouput) analysis website.
Technologies: Microsoft Excel, SQL, R, Data Analysis, Data Science, Optimization, Economics, Predictive Modeling, Algorithms
Overseas Branch Director
2002 - 2007
Chemicals Manufacturer
- Developed a Microsoft Excel-based weekly manufacturing schedule.
- Analyzed the impact of pricing on production capacity and outsourcing.
- Developed workshop GUIs for improving production orders flow.
- Analyzed statistics in production faults and losses.
- Managed the development of an executive dashboard according to the Balanced Scorecard methodology.
Technologies: SQL, Microsoft Excel, Optimization, Economics, Team Leadership
Experience
Research Experience
https://scholar.google.com/citations?user=6gMzuYYAAAAJ&hl=caI hold some academic titles (Honorary Lecturer, University of Liverpool Online; External Examiner, Manchester Metropolitan University) and have more than 25 research items between articles in peer-reviewed journals, books and chapters, and technical reports.
Impactrimonio
Conceptualized and co-developed a SaaS product to evaluate the economic impact of heritage sites and festivals.
Education
2005 - 2006
Postgraduate Certificate in Operations Management
Universitat Oberta de Catalunya - Barcelona, Spain
1999 - 2002
Master of Advanced Studies Degree in Economics
Universitat de Valencia - Valencia, Spain
1995 - 1999
Bachelor of Science Degree with Honors in Economics
Universitat de Valencia - Valencia, Spain
Skills
Tools
Microsoft Excel
Languages
R, Python, SQL, Python 3
Other
Team Leadership, Data Science, Economics, Artificial Intelligence (AI), Marketing Science, Time Series, Machine Learning, Demand Forecasting, Forecasting, Sales Forecasting, Data Analysis, Predictive Modeling, Algorithms, Team Management, A/B Testing, Model Validation, Statistical Modeling, Agile Data Science, Optimization, APIs, Predictive Maintenance, Presales
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