Baseline Consulting Group Inc.

Fernando is an expert in data architecture, data interchange standards, legacy coexistence strategies, and reference architectures templates for infrastructure, applications and databases. With over 20 years experience working with both line of business and IT managers, he has refined the process of achieving group consensus and coordinating requirements among users, developers, and IT operations staff. Fernando has gathered requirements for and architected solutions across CRM, Data Warehouse, eCommerce and OLTP environments for clients including CoBank, Charles Schwab & Company, LogicVision, and Smith+Noble. Prior to joining baseline, Fernando was a data architect for Sagent working with clients to design and implement data warehouses. Prior to that, he was a data architect and systems engineer for NCR where he implemented client data warehouses, designed client data models, deployed EAI solutions, and formulated best practices for designing, implementing, and deploying, ODS, data marts, and data warehouses. Before joining NCR, he managed a team at TWR that implemented heterogeneous database applications. Since 1996, he has been teaching Integration Architectures seminar at UC Berkeley. Fernando holds B.S. in Management Information Systems, A.S. degree in Systems Programming, and an A.A. degree in Systems Analysis.

Linda is an expert in business analysis and requirements gathering working both internally and externally with executive and middle management to develop competitive and operational strategies, redefine processes using enabling technologies, create and make available business intelligence for fact-based decision-making, and design flexible organizational structures that respond to evolving business needs. She has advised senior management at companies like AT&T Wireless, Bank of California, California State Automobile Association, Cerebra, Pacific Gas and Electric Company, and Zions Bank on business and IT strategy, process innovation, and cross-functional development. Linda received her masters degree in Education from University of Arizona and her PhD in Curriculum and Instruction from University of Wisconsin at Madison.

Rob is an expert at business analytics and database administration. In addition to being a certified Teradata Master and SQL heavyweight, he has developed critical analytic models for key retail applications such as market basket affinity and category performance management. At the State of Michigan, Rob developed a case analysis system to streamline constituent benefits for food assistance and other critical state assisted services. Prior to joining Baseline, he was involved in all aspects of data warehousing at Meijer. Rob developed and deployed data models, implemented strategic data warehouse-based applications, and formulated performance optimization enhancements for analytics and data storage. Rob is a Teradata Certified Master.