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Work Background
IPG MediabrandsVP Group Director of Analytics and Reporting
Sep. 2023 - Apr. 2025New York, United States• Spearheaded data-driven strategies for multiple healthcare accounts, resulting in increase in campaign effectiveness and generated 20% in cost savings
• Developed analytics roadmaps, including strategic measurement plans with custom KPIs along the patient journey to achieve key strategic goals.
• Developed and delivered compelling marketing pitches to clients resulting in business growth and client retention.
• Drove innovation and automation that saved delivery time by 30% and generated strong employee retention.
Publicis CollectiveDirector Business Intelligence
Jun. 2023 - Sep. 2023• Led a team of BI professionals responsible for delivering data governance, reporting, and advanced analytics projects for patients, caregivers, HCPs and clinical trial audiences across pharmaceutical clients. • Drove budget optimizations on key Pfizer brands through insights across Audiences and Media channels.
• Designed test and control experiments to measure advertising effectiveness resulting in campaigns targeted to audiences in specific geographies impacting an increase in ROI by 10%.
• Conducted companywide trainings (50-200 colleagues) on topics such as Multi-touch Attribution.
HeartbeatDirector Analytics
Apr. 2022 - Jun. 2023•• Lead a team of BI professionals responsible for delivering data governance, reporting & advanced analytics projects for patients, caregivers, HCPs and clinical trial audiences across pharmaceutical clients.
• Develop analytics roadmaps including strategic measurement plans with leading and lagging indicators for short- and long-term strategic goals.
• Manage test and control experiments to measure advertising effectiveness.
• Currently leading development of an internal data warehouse to help transition from multichannel to omnichannel measurement and enable our vision of a self-service analytics platform.
• Lead analytics training and coaching initiatives within the team as well as companywide.
HeartbeatAssociate Director, Analytics
Jan. 2021 - Apr. 2022United States
EYSenior Consultant - Digital Transformation
Jun. 2019 - Jan. 2021New York• Built measurement frameworks for large clients by defining their analytics goals and KPIs.
• Designed mar-tech (marketing technology) architecture identifying blind spots in planning, execution, and reporting tools & processes for a large Fintech client. Formulated short- and long-term solutions for accurate multitouch attribution (MTA) to marketing channels.
• eCommerce journey optimizations on mobile app and web improving conversion by 25%.
• Optimized Adobe Analytics implementation and data governance processes for an Agro-pharma client.
• Created self-service reporting on Adobe Analytics & Google Analytics and coached clients on its application.
• Partnered with product development teams to plan analytics implementation outcomes.
The World BankSenior Consultant
Jul. 2017 - Jun. 2019Washington D.C. Metro Area• Oversaw campaign reporting and BI automation
• Improved data democratisation by coaching teams to get to insights faster through automated reports.
• Led integration of omni-channel audience marketing performance data into Tableau dashboards enabling real-time decision making by campaign managers.
• Delivered mid and post campaign recommendations improving ad campaign performance results by 120%.
• Created a regression model to predict return on ad spend on digital marketing ads.
• Authored blog posts on measurement best practices to bring standardization across World Bank communication teams.
EYManager - Transaction Analytics
Mar. 2016 - Feb. 2017I• Led a team of consultants to drive strategy and deliver digital valuation projects for Retail clients contributing to over $8Mn of business.
• Developed and oversaw go-to market analytics products for internal EY clients.
• Implemented leading KPIs like ‘Buzz per Store Index’ that helped retail clients easily identify and value stores with higher or lower social footprint.
WundermanAssociate Sr. Manager
Mar. 2012 - Mar. 2016New Delhi Area, India• Led a large digital analytics team on technology and automotive clients.
• Drove website and campaign optimizations for a technology client leading to over $200K in savings.
• Pitched and won new businesses worth over one million dollars.
AOL Online India Pvt. Ltd.Sr. Analyst
Jul. 2007 - Mar. 2012BangaloreAs a key member of the Business Intelligence team, my responsibilities included leading both scheduled and bespoke digital analytics deliverables for AOL in the US and UK. My contributions include:
• Conducted market sizing, identifying local & global growth drivers, demographic competitive assessment, content consumption, audience duplication, and sources of traffic analysis for AOL digital properties for various internal decision makers. • Collaborated with cross-functional teams to develop proprietary AOL tools.
• Managed clickstream reporting for the AOL Homepage re-design project.
• Earned quarterly star performer awards for Inventory Forecasting, Sales Opportunity, $ Contribution Value projects.
GENPACTConsultant
Feb. 2006 - Jun. 2007At Genpact I worked as a consultant for a US CPG retail analytics client with a focus towards brands such as Hershey’s and Danone. My contributions included:
• Drew insights from the client’s propriety data base on shoppers buying behavior from stores to inform store level marketing strategies in the US.
• Led insights generation with data from shopper panelists to do ‘Competitor’ and ‘Trial & Repeat’ analysis to unpack the 'Why behind the buy?' and inform short- and long-term strategies on product marketing and new product launches.
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