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Alicia Goncalves, MBA, PMP, is an experienced professional in analytics and business management with over 25 years in the industry. Current role as Manager of Merch Promotional Optimization and Insights at Loblaw Companies Limited involves providing analytics to support Control Brand initiatives, defining success metrics based on sales and customer feedback. Previous positions include Sr. Business Analyst at Loblaw, where survey analysis and strategy definition for Control Brand initiatives were key responsibilities, and Business Analyst at Cogeco Cable, where operational reporting and KPI development were primary tasks. Earlier experience includes roles as Senior Data Manager at Roxio and IT Architect at IBM Global Services, focusing on performance reporting and Call Centre solutions, respectively. Educational credentials include an MBA in Marketing from Universidad Metropolitana and a BS in Computer Science from Universidad Simón Bolívar.