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VERONICA V.

SORIANO
4412 RIPPLEWOOD ROAD, FRISCO, TX 75035
C: (347) 724-9941 * vsd80434@westpost.net
MARKET RESEARCH; SITE / LOCATIONAL ANALYSIS; ECONOMIC RESEARCH;
PROJECT MANAGEMENT ; DATABASE ARCHITECTURE & MANAGEMENT; COMPETITIVE INTELLIGEN
CE; MAPPING & CHARTING; MODEL BUILDING/STATISTICAL ANALYSIS; SALES FORECASTING
A highly analytical professional with a strong background in real estate develop
ment, market and trend analysis, economic studies and large data management. Po
ssesses exceptional written and verbal communication, time and project managemen
t, budget administration, and presentation development skills.
EDUCATION & TRAINING
Graduate Certificate in Real Estate (18-credit program under Master of Science i
n Real Estate), New York University, 12/2007
Master's Degree in Urban & Regional Planning, University of Hawaii, 6/1996
Bachelor of Science in Economics (minor in Statistics), University of the Philip
pines, 4/1989. Graduated cum laude
Seminar: "Model Building, Variable and Selection", Direct Marketing Association,
Nov. 11-12, 2004
Business Statistics & Management, New York University, Fall 2003
Macroeconomics & Finance, New York University, Fall 2001
TECHNICAL EXPERTISE
SOFTWARE/PROGRAMS: Geographic Information Systems (MapInfo, AnySite), Microsoft
Office (Word, Excel, PowerPoint, Access, Publisher), Adobe Acrobat Professional
, WebSurveyor, SAS on UNIX system, Foxpro, SQL, ProClarity, Dbase III+, LOTUS an
d BASIC Programming
DATABASES: Claritas; PopStats; Scarborough/Arbitron's PRIME NExT; Global Insigh
t's DataInsight; AREMOS; Lexis-Nexis
PROFESSIONAL EXPERIENCE
Concentra, Inc. (Addison, TX) Jun 2009-Sep 2010
Senior Outcomes Analyst (Data Analytics Group)
* Analyzed and reported clinical and process management outcomes.
* Developed tactical research plans to measure provider outcomes and best practi
ces.
* Interpreted empirical results to create and support Concentra's value proposit
ion for top clients.
* Managed the timely production and ensured data accuracy of all monthly and qua
rterly reports.
* Responded to client questions and ad hoc requests such as claims and cost anal
yses.
* Utilized and mined the data warehouse of workers' injuries and patient case de
tails from all 300 Concentra Medical Centers.
JCPenney Company, Inc. (Plano, TX) Oct 2007-Dec 2008
RE Strategy Development Research Project Manager
* Conducted due diligence and prepared formal written site and market strategy s
tudies-which involved analysis of site and access, competition, trade area, econ
omic base and demographics, JCP performance, retail potential, Census data, etc.
- that culminated in sales forecasting and store size recommendations for potent
ial, new and existing store locations.
* Analyzed market demographics, expenditure potential and consumer behavior as t
hey relate to store types and shopping environments for new and existing JCPenne
y stores, specialty and other non-traditional JCP store businesses.
* Examined socio-economic, demographic, competitive information and consumer beh
avior, as well as store operating data that impacted real estate strategy develo
pment and store performance.
* Evaluated existing stores on their market performance vis-a-vis competitors an
d made appropriate recommendations for lease renewal, expansion or closing.
* Monitored market and economic conditions in assigned parts of the country, inc
luding factors relating to the proper implementation of the company's real estat
e strategies and existing store operations. Continually assessed the competitiv
e alignment of major markets, developed and analyzed complex store positioning s
cenarios in search of an optimum strategy.
* Researched and analyzed information-such as financial performance, store conce
pts, real estate operations and strategic initiatives-on JCP competitors (i.e.,
other department stores and certain big-boxes).
* Gathered market intelligence on competitor sites for possible acquisition.
* Evaluated domestic business opportunities by analyzing market and retail struc
tures, establishing locational guidelines and strategies, conducting strategy an
d site studies and assessing the real estate portfolio of acquisition candidates
.
* Prepared presentations and recommendations for senior management in all aspect
s of domestic and international market and retail research as they pertained to
store development, location strategies and analysis of specific sites.
* Coordinated and worked closely with Real Estate Negotiators, Regional Managers
, Asset Managers and field representatives regarding project schedules, lease re
newals, and monitoring of market and economic conditions in their respective are
as.
* Handled data requests and conducted special projects for other divisions of th
e company, such as JCPenney Stores, Catalog, Merchandise Operations, Finance, Ma
rketing and Business Development.
* Supported ongoing education of the company's line management concerning the re
al estate strategy development process.
International Council of Shopping Centers (New York, NY) Jan 1997-Oct 2007
Senior Research Analyst
* Performed economic and market research for retail real estate.
* Identified, tracked and analyzed consumer trends and market strategies of majo
r retailers and shopping center developers.
* Performed statistical analyses (e.g., regression, correlation, variance, clust
er analysis) on consumer and market data.
* Authored several key ICSC publications-Retail Perspective; EconStats-USA; SCOR
E (Shopping Center Operations, Revenues and Expenses) Handbook; Research Review;
Factory Outlet Same-Store Sales Report; Factory Outlet Index; Retail Real Estat
e Business Conditions; SCOPE U.S.
* Formulated market studies which included designing the survey questionnaires a
nd data tabulation specs.
* Served as the research "guru" for the factory outlet center industry.
* Built and managed industry databases for store closings, Chapter 11 filings, n
ew concepts, and store growth.
* Main user of third-party databases (e.g., Nielsen/Scarborough, Global Insight)
.
* Developed PowerPoint presentations (including talking points) for senior manag
ement.
* Trained, provided direction and supervised research interns and junior analyst
s.
* Coordinated and oversaw print production and electronic publishing of all rese
arch materials.
* Streamlined regular project administration within the department.
* Supported Media Relations and Communications department in disseminating and v
erifying accuracy of industry information provided to the public through press r
eleases and other marketing materials.
* Designed and developed marketing materials for media and membership use.
* Liaised with ICSC members worldwide, the media, Wall Street and the general pu
blic.
* Assisted in research essential to drafting initiatives on issues that impacted
the shopping center industry.
* Partnered with outside companies on projects that were of mutual interest and
that promoted corporate mission.
Ayala Land, Inc. (Manila, Philippines) July 1989-Dec 1992
Research Analyst
* Conducted economic and market research for all aspects of the property market
(retail, residential, office, hotel and industrial).
* Conducted and prepared reports for numerous quantitative and qualitative types
of market research-intercept surveys; Usage, Attitude & Image (UAI) studies; Ad
vertising Awareness & Image (AAI) studies; focus groups; psychographics; trade a
rea analysis; and pedestrian traffic counts.
* Prepared market feasibility studies, sales forecasts, and statistical and mark
et reports of research findings.
* Trained and supervised field researchers, and monitored field research operati
ons to ensure proper implementation of survey design.
* Designed survey questionnaires, oversaw data entry procedures, and performed d
ata auditing.