Daniel Caldera

DANIEL ALBERTO CALDERA HERNANDEZ BUSINESS INTELLIGENCE ANALYST | DATA SCIENTIST | BI & AUTOMATION SPECIALIST Tijuana, Mexico | +52 - |-| LinkedIn: Daniel Caldera SUMMARY Business-oriented Data Analyst with 8+ years of experience in BI, SQL, Python, and advanced Excel automation. Skilled in KPI design, dashboards (Looker Studio, Power BI, Tableau), and pipeline optimization across legaltech, logistics, and creative industries. Proficient in BigQuery, Google Cloud, and CRM integrations (HubSpot, GoHighLevel, Salesforce). Experienced in bridging technical and business teams, translating user needs into database queries, dashboards, and automated solutions. KEY SKILLS Programming & DB: SQL, Python (pandas, automation), R (predictive models), BigQuery, Google Cloud BI & Visualization: Looker Studio, Power BI, Tableau, Excel advanced (macros, automation, Power Query) CRM & Marketing Analytics: HubSpot, GoHighLevel, Salesforce, GA4, GTM, Meta Ads APIs & Automation: REST APIs, Zapier, Google Cloud Functions Collaboration & PM: Jira, Asana, Trello, ClickUp, Slack (daily use across all roles) Core Strengths: Data storytelling, KPI design, A/B testing, dashboarding, process automation, financial analysis & forecasting PROFESSIONAL EXPERIENCE My Legal Academy — Data & Automation Specialist Mar 2025 - Jul 2025 Rebuilt CRM dashboards and API pipelines using SQL, Python, LookerStudio and BigQuery, reducing reporting time from 3 days to real-time. Developed predictive models (logistic regression in R) to identify and prioritize high-conversion lead profiles. Automated marketing analytics workflows using GA4, GTM, and Zapier. Rockpoint Legal Funding — Data & Tech Specialist / Lead QA Analyst / Quality Analyst Mar 2022 - Mar 2025 Designed a Google Sheets–based QA tracking system to monitor productivity, reducing bottlenecks and analysis time by 30%. Bridged communication between business teams and developers: Used Jira to create tickets, user stories, and tasks for bugs and new feature requests. Maintained SQL database queries to identify client/deal records that fell outside the UI, reporting issues for backend fixes. Built KPI dashboards in Power BI and Tableau, improving delivery performance by 25%. Maintained HubSpot CRM for sales and marketing data integration, creating automations and data reports. 4PL Trade Solutions — Financial & Administrative Manager Mar 2020 – Feb 2022 Built financial and logistics KPI dashboards in Excel and SQL, enabling the launch of a new e-commerce business line. Used Salesforce CRM to track sales and operations performance. Ambix Producciones — Financial & Administrative Director Jun 2019 – Feb 2022 Developed a team productivity tracking system to measure time spent per task, focusing on bottlenecks → improved productivity by 15%. Designed pricing and budgeting models in Excel, increasing revenue by 10%. Applied A/B testing to marketing campaigns, improving retention and customer acquisition. Innovacion en Negocios MDCI — Financial & Administrative Manager Aug 2018 – Jul 2019 Co-developed BI solutions for SMEs (awarded by INADEM) and a strategic university improvement model (recognized by SEDECO). CREATIVE PROJECTS (BI APPLICATIONS) Moonlight Tattoo Studio (2024 - Present) Restructured the studio’s business model around artist goals, tracked KPIs, and built dashboards for sales and marketing. Analyzed internal and external trends to inform creative and business strategies. Developed a neural-network-powered LLM as support in content and strategy development. The Club Dance Studio (2024 - Present) Developed a cultural trend monitoring system to guide event planning and content strategy. Designed BI dashboards to measure community engagement and attendance patterns. EDUCATION Master in Big Data & Business Intelligence Next Educación & Universidad Isabel I. Madrid, Spain. -) Thesis: Predictive modeling of financial inclusion across Mexican municipalities. Bachelor's in International Business Universidad Autónoma de Baja California. Tijuana, México. -, honors) Exchange Program in Business Administration Sogang University. Seoúl, South Korea. (2018) CERTIFICATIONS, LANGUAGES & OTHER SKILLS Languages: Spanish (Native), English (C1), Japanese (A2), Korean (A2), French (A2). Soft Skills: Analytical thinking, problem-solving, adaptability, proactive leadership. Certifications: GA4 Google Analytics (2025), Big Query & Google Tag Manager PROFESSIONAL REFERENCES Kathleen Hammond | +1 - |-Sara Cristina Valenzuela Valenzuela | +52 - |-