Aaron's space

About Me

About Me

Hello! I’m Aaron Phaneuf - a husband and father of one two. I have a history of establishing valuable processes and maintaining high standards of data integrity as well as a strong focus on building a solid foundation of reusable data tools and limiting the accumulation of data tech debt.

At the Wilder Institute/Calgary Zoo, I’ve worked on everything from revenue forecasting and campaign performance to streamlining data systems and internal processes. I'm passionate about problem-solving - whether it's through SQL queries, dashboard design, or optimizing visitor experiences. Outside of work, I enjoy coding projects, home server tinkering, mathematics, chess, and a good book.

Experience ​

Business Analyst - Information Systems ​

The Calgary Zoo & Wilder Institute (Jnue 2025 – Present)

As a Business Analyst - Information Systems, I partner with stakeholders to design and deliver technology-driven solutions, translating business needs into scalable systems, data workflows, and processes that improve operations and support organizational goals.

Key Responsibilities ​
  • Gathered and documented business requirements using discovery sessions, process modeling, user stories, and prototyping to ensure alignment across stakeholders and technical teams.
  • Defined business and technical solutions through detailed design documents, functional/non-functional requirements, and Agile artifacts (wireframes, journey maps), bridging business needs with system implementation.
  • Developed process models, reporting frameworks, and cost analyses that informed decision-making and improved operational efficiency across multiple departments.
  • Created and executed QA and UAT plans, along with report specifications, ensuring solution accuracy, data integrity, and business value.
  • Applied analytical thinking and project management principles to balance risk, cost, and impact while advancing customer-focused, conservation-driven initiatives.
Key Achievements & Systems Implementations ​
  • Led implementation of Hosted Pay and 3D Secure payment solutions, improving transaction security and ensuring PCI compliance while reducing payment risk.
  • Delivered Post Pay functionality, enabling deferred payment workflows and expanding purchasing flexibility for internal and external users.
  • Launched mid-tier membership offerings, bridging donor and ticketing systems to create new revenue streams and improve customer segmentation.
  • Implemented an abandoned cart campaign, increasing conversion opportunities and recovering otherwise lost revenue.
  • Administered and optimized SharePoint environments, including site architecture, permissions, and content lifecycle management, resulting in measurable storage and efficiency improvements.
  • Established a centralized knowledge base/wiki, improving internal documentation, onboarding, and cross-team knowledge sharing.
  • Developed and maintained SSRS reports and data pipelines (SSIS) to support financial reconciliation, operational reporting, and decision-making.
  • Supported integration and data workflows across systems including Tessitura, Toast, and financial platforms, improving data consistency and reporting accuracy.

Marketing Analytics Specialist ​

The Calgary Zoo & Wilder Institute (August 2020 – May 2025)

As a Marketing Analytics Specialist, I provide strategic counsel and tactical support to internal and external marketing communications, developing and implementing measurable strategies that support organizational goals.

Key Responsibilities ​
  • Produce and communicate actionable data insights to drive business strategy and enhance decision-making.
  • Ensure the accuracy and integrity of data across web, digital platforms, and marketing campaigns.
  • Track, measure, and report on key performance indicators contributing to revenue generation and brand recognition.
  • Analyze marketing programs and deliver post-campaign digital reports (email, influencer, social media, web).
  • Collaborate with IT and technical teams to define and automate tasks and reporting.
  • Engage with multiple stakeholder groups to foster a collaborative work environment.
Key Achievements & Systems Implementations ​
  • Advanced from Analyst 1 through Analyst 3, and subsequently to Buisness Systems & Intelligence Analyst, reflecting increased growth in responsibility, technical expertise, and strategic insight.
  • Developed comprehensive dashboards for Marketing, IT, Education, and Concession teams.
  • Accurately forecasted key KPIs (revenue, attendance) to support strategic planning.
  • Used SQL and Python for data collection and analysis to deliver business insights.
  • Provided detailed reports for executive and leadership teams to aid strategic decisions.
  • Set up and managed events using Tessitura point-of-sale systems.
  • Led the creation and implementation of the auto-renewal program to improve retention and revenue stability.
  • Core team member for dynamic pricing implementation and reporting.
  • Assisted with the setup and maintenance of digital screens.
  • Transitioned analytics from Universal Analytics to GA4 while preserving data integrity.

Database Implementation Specialist ​

Pomme Natural Market (Contract Position: Mar. 2020 – Jul. 2020)

  • Analyzed pricing between point-of-sale systems and provinces; recommended implementation strategies.
  • Migrated data between databases.
  • Configured point-of-sale systems for in-store use.

Pricing Manager ​

Planet Organic Market (2017 – 2020)

Led a team responsible for data entry of new listings, price updates, auditing, and database filing. Applied data analysis and manipulation skills to create a variety of custom reports combining multiple data sources.

Key Achievements & Systems Implementations ​
  • Automated complex reports and database extracts, reducing manual workload.
  • Streamlined monthly promotion automation across 11 locations.
  • Developed an Aisle Map system to analyze sales by location, eliminating the need for costly outsourcing.

Pricing Coordinator ​

Planet Organic Market (2011 – 2017)

Handled data entry of new product listings, price updates, and database filing.

Key Achievements & Systems Implementations ​
  • Streamlined interoperability between point-of-sale systems.
  • Troubleshot and resolved point-of-sale system issues.

Skills ​

Languages and Frameworks ​

  • Python
  • SQL
  • Javascript
  • Django
  • Vue

Data Engineering / ETL & Reporting ​

  • SSIS (SQL Server Integration Services)
  • SSRS (SQL Server Reporting Services)
  • ETL Development & Maintenance
  • Data Pipelines
  • Report Development

Data & Analytics ​

  • Excel
  • Power BI
  • Looker Studio

Tools & Platforms ​

  • Docker
  • Git
  • Linux
  • Nginx
  • Kubernetes
  • Proxmox

Enterprise Systems ​

  • Tessitura
  • Toast
  • Financial Edge
  • Questica
  • PowerPlan
  • ePlum
  • Jaspersoftt
  • Brightsign/Author
  • Point of Sales (ECRS, Retalix, JS)

Productivity ​

  • Microsoft 365 (Excel, Word, PowerPoint, Outlook, Teams, Sharepoint)

Example Work ​

Coming soon!

Certifications ​

Data Analysis / Visualization ​

  • Google Data Analytics
  • Analyzing and Visualizing Data with Power BI
  • Visualizing Data with Python
  • Analyzing Data with Python
  • Using Python for Research

Coding ​

  • Ultimate Javascript Mastery – cert_wkkpdqy1
  • Ultimate Django Mastery – cert_nswkhg0p
  • Ultimate Git Course – cert_sjnkjwl3
  • Ultimate HTML5 & CSS – cert_bc5b3n03

Networking and Cybersecurity ​

  • Cisco CCNA 200-301
  • Introduction to Cyber Security
  • Pre Security

Education ​

University of Athabasca Alberta (2007)

B.S. In Applied Mathematics

Github