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Work Background
EpsilonSenior Manager, Strategy Consulting
Aug. 2023Bengaluru, Karnataka, IndiaAs a Strategy Consultant with the DIgital Experiences (DX) Services team within Epsilon, I consult for global clients to improve strategic marketing outcomes using analytics, data and technology solutions.
Projects worked on/ Outcomes achieved:
- Optimized the owned and paid media campaigns, CRM programs leading to higher digital sales, better customer experiences across lifecycle
- Strategic audience segmentation and actionable insights by analyzing first- and third-party data, enabling precision targeting and boosting ROAS - Developed cross-channel campaign strategies and CRM effectiveness frameworks, combining analytics, channel mix modeling, and measurement techniques to increase market share.
- Partnered with cross-functional stakeholders to influence brand planning and digital investment decisions through data-backed recommendations and predictive analytics.
- Led the overall transformation strategy for large US QSR enterprise across 7 brands – focused on improving Marketing Orchestration, Personalization, Customer360, Digital Analytics and Attribution
AlgonomyDirector, Solutioning & PreSales
Apr. 2020 - May. 2023Greater Bengaluru Area- PreSales and Solutioning Leader for Asia ( India-ANZ, Middle-East, South East Asia) for both New Sales and Cross-Sell. - Responsible for Technical Solutions and Sales for our Customer Experience Products across Data and Analytics ( CDP - Customer Data Platform) and Omnichannel Hyper-Personalized Marketing (Marketing Automation, Customer Journeys, Multi-Channel and Real Time) - Manage and drive value-engineering conversations with Clients (Externally) and Sales, Product, Professional Services/Delivery Teams (Internally) to help drive conversions and derive value for our customers. - Focus on discovery of client requirements, problems/gaps, solution architecture, use-cases based selling approach, product demonstrations, anchor and lead the RFI/RFx proposal discussions. - Adept at both granular use-cases/technical features discussions with platform users as well as ROI and Board-level Business Case discussions with CXO's - Work closely with product and brand marketing on creation of collaterals, sales-enablement tools, product videos as well.
AccentureSenior Manager, Data Strategy & Offerings
Sep. 2018 - Apr. 2020BangaloreStrategy & Go-to-Market for New Data Offerings/ Solutions as part of the Data Business Group focused on deriving value with data & analytics embedded within the Accenture Innovation Architecture
Allstate Solutions Private LimitedHead, Marketing Data Science
Aug. 2015 - Aug. 2018Bangalore, ChicagoIn charge of setting up the Marketing Analytics function within Allstate India. Growing the Marketing Data Science Capabilities - specifically Data engineering, Applied Analytics, Digital Marketing & Intelligence and Predictive Modelling. Key responsibilities are to set up and grow this team into a best in class analytics delivery organization for the Marketing Business - Be a consultative partner to the Marketing teams, hiring the right mix of talent and run a top quality engagement that brings value by solving marketing problems.
NetAppLead Marketing Manager, Analytics & Marketing Operations
Nov. 2013 - Aug. 2015Bangalore/SunnyvaleAnalytics and Data management at NetApp is at the core of Global Marketing Operations for managing the systems, data and processes that drives and converts leads into spun gold. As Analytics Lead for a Global Team – I lead 4 Business Analysts to monitor, measure and analyse effectiveness of the marketing initiatives for both the corporate and geo functions – spanning Demand-Generation, Installed base, Digital and Brand Communication. Major responsibilities: - Define marketing analytics and create dashboards and reports to measure all aspects of the operations: Campaign effectiveness, lead distribution, pipeline contribution, ROMI. - Analyze data related to: Opportunity conversions, accuracy of opportunity stages/probability, marketing stages, campaign performance, database health, acquisition source and program/touch-point effectiveness. - Set frameworks for Analytics Engagement across global touch-points and roadmaps for adoption and scaling up of new analytics tools. Like BI Visualization using Tableau across Marketing. - Scale up advanced analytics practice within the org – develop compelling marketing presentations for Executives - Provide leadership in defining, mapping and documenting key marketing operational processes.
Hewlett-PackardManager, Digital Analytics
Oct. 2012 - Nov. 2013BangaloreLed a 12-member team on various Digital Marketing projects across US, EMEA & APAC regions for HP Business ( Both Enterprise and Consumer - PC/Printing) For B2B Marketing-Enterprise Business - Worked with Web Strategy /Business Managers for HP.com to • Plan, deploy and measure improved lead-generation strategies by site optimization
• Improve digital user experience on HP.com through A/B & Multivariate testing
• Worked with Product Marketing/Line Managers to service their reporting/analytics requirements B2C (HP Shopping US)
• Created a robust segmentation (Clustering) to be utilized as the basis for personalization/recommendation engine
• Created a Social Media Framework for expanding US Shopping into Socio-Commerce venture WW Environmental Marketing
• Expanded Analytics engagement from EMEA to include APJ Region - Pitched and sold Global Analytics team as consultative partner for expanding/supporting business needs for HP Supplies Take Back Program ( $ 4.6 Mn+) HP Software ( Migrate to SaaS Model)
• Enabled HP Software/Solutions to reach optimal performance through Business Intelligence& Analytics to drive revenue/expand Software as a Service through digital investments
• Collateral Analysis to improve website navigation/facilitate conversion
• Gained insights to performance & customer behavior throughout the customer lifecycle ecosystem so to improve retention and accelerate decisions to buy online.
• Maximize ROMI through identification of right channels ( digital ) to invest in Social Media/Digital Marketing for OneHP
• Led reporting & analytics for HP's internal social media platform for employee collaboration, OneHP APJ Digital Marketing/Campaign Analytics
• Monthly Business Reports for Digital Marketing Campaigns live across APAC Countries ( Web Analytics)
• Email Trigger Analysis to improve/optimize EDM Frequency for all Email Marketing Activities for HP Printing in APAC
Hewlett-PackardWeb Analytics Program Manager
Jun. 2010 - Oct. 2012Managed 5 team members on 3 engagements across Worldwide Marketing and Americas Go-to-Market Units 1. Drive current business management for HP PhotoCreations, a software application aimed at increasing HP Supplies market share by encouraging printing of creative projects. KPI’s tracked - Revenue, Scale ( new customer acquisition/Activation of customer base) and through-put ( Print usage)
• Lifetime Value Modeling: Conceptualized average LTV per customer through statistical modeling of print usage data across various acquisition channels – To be utilized as basis for future CRM Analytics
• Marketing Campaigns and Measurement: Established ROI process rigor around marketing campaigns (Facebook, Search Engine Marketing, Mobile) 2.Route to Market for Digital Assets Platform (HP Ink & Toner):
• Analytics framework to measure and improve integrated portfolio of digital assets to drive awareness/repurchase/retention for consumer & SMB customers • Balanced Scorecard: KPI Dashboard across financial, operations, customer and learning objectives for 7 different programs on the web and mobile platforms aimed at portfolio optimization
• Program Management: Scoping and Solutioning requests from stakeholders ranging from WW business VP’s to regional program and marketing managers, manage ad hoc requests& root cause analysis and come up with advanced optimization techniques and set up quarterly program reviews 3.Retail Online Shopper Marketing, Americas:
• Monthly Scorecard: Established monthly cadence to measure online marketing for HP’s Retail partners –cost savings through re-allocation of Opex budget to better performing assets.
• Voice of Customer: Track HP Products & Technology campaigns in social space & customer queries through product reviews to come up with insightful recommendations for smarter shopper insights
HSBC Card ServicesAssociate Marketing Manager
Nov. 2008 - Jun. 2010Part of the Digital Marketing team at Card Services, Bangalore. Support Credit Card Originations via Internet
Consult for HSBC Insurance services on Digital Strategy and Media Optimization,
Work on web analytics-based analytical projects for Cards and Insurance
Perform Campaign Analysis and various vendor performance comparisons across channels like Email, Affiliates, Banner/Textlinks and Search Engine Marketing for media spend optimization.
Wipro TechnologiesAssociate Consultant
May. 2008 - Nov. 2008Part of Business Advisory Services - Domain Consulting & Pre-and-Post Sales consulting
SAP Labs India Pvt. LtdDevelopment Specialist
Feb. 2005 - Apr. 2007Research & Breakthrough Innovation.
Led development of modules specific to master data management ( under SCM) for SAAS solution ( SAP BusinessByDemand ) aimed at Small and Midsize Business segment (SMB).
Infosys Technologies LtdSoftware Engineer
Jul. 2003 - Dec. 2004Retail IBU.
Gap Inc. - Support and Maintenance for WMS Application.
Walgreens - Portal development, Planogram Publishing.
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