Anthony Siybauco

About

Anthony Siybauco started his career as a Senior Staff Accountant at Ernst & Young in Toronto (2007-2010), after finishing a Bachelor of Commerce in accounting and economics at the University of Toronto Mississauga in 2007 and qualifying as a CPA, CA the following year through CPA Canada. In 2011 he joined BMO Financial Group as a Senior Analyst in Corporate Revenue, then spent 2012-2017 as a Manager in Finance. From there his work shifted from core accounting toward analytics: he held roles as Senior Manager, Marketing Analytics and Senior Manager, Operational Risk, before moving into campaign analytics leadership. He is now Director, Campaign Analytics on BMO's Wealth Data & Analytics team, where he has run campaigns with revenue targets of more than $3 million across BMO InvestorLine, BMO Private Wealth and BMO Global Asset Management, and helped his team adapt its marketing execution during the shift to remote work in 2020. In his own account, he is now looking to apply that background in analytics toward AI use cases that turn data science into revenue-generating work, and says he wants to grow with a company rather than be a passenger.

Work and impact

Siybauco sits at the point where a bank's marketing spend meets its data: as Director, Campaign Analytics at BMO, he is responsible for campaigns tied to multimillion-dollar revenue targets across the bank's investing and wealth management arms. His path from chartered accountant to analytics leader is itself a small case study in how finance credentials (CPA, CA, and CFA) can convert into marketing and data roles inside a large Canadian financial institution. The scale he works at, campaigns spanning BMO InvestorLine, BMO Private Wealth and BMO Global Asset Management, means his team's decisions affect how one of Canada's largest banks talks to its wealth clients. He describes his current interest as pushing that analytics background further into applied AI, aiming to turn data science work into a source of commercial revenue rather than a support function.

Canadian story

Living in Toronto. I want to grow with a company rather than be a passenger. Exploring AI use cases to turn analytics and data science into commercial revenue generating engines. Open to new ideas

Highlights

• B.Comm, University of Toronto Mississauga, 2007
• CPA, CA, CPA Canada, 2010
• CFA charterholder
• Director, Campaign Analytics, BMO Financial Group
• Runs campaigns with revenue targets above $3M across BMO InvestorLine, Private Wealth, GAM