Jul 2024 – Present · 1 yr 8 mos

• BU: Global Commercial Services
• Team: Analytics, Investment and Marketing Enablement
• Driving commercial prospecting to capture ~$1.5B annual BCV (spend) through tele and field sales channels for corporate and small business cards in US market by leading a team of 6 analysts. We aim to improve ROI and drive acquisitions by providing ML-powered BI and acquisition strategies to sales reps.
• Managed and enhanced monthly Salesforce campaigns to capture ~$450M annual BCV by leading and collaborating with multiple cross-functional teams such as modeling, data engineering, risk and sales teams to select and prioritize leads as per marketing eligibility, risk, and profitability.
• Improved Channel ROI and acquisitions through ML-driven business intelligence and acquisition strategies -
• Improved the response rate for Tele channel by ~15% resulting in a ~$90M $BCV impact by leading a Sr. analyst to predict top 5 phone numbers to contact a business using a decision tree classifier with OOT gini ~70%.
• Grew billed charge volume by ~34% from $56M to $75M within 5 months for middle markets tele team by piloting cross team strategic initiatives-
• Unlocked ~$9M BCV by targeting high intent businesses such as website visitors, inbound callers, etc.
• Increased corporate card signings by ~1.8x resulting in +$5M BCV by targeting businesses with higher predicted propensity to purchase corporate card.
• Enhanced campaign ROI by 14% by leading cross geography team of 3 analysts to design XGBoost classifier to identify gamers and limiting richer offers to the segment and personalizing offers by identifying premium businesses with high offer sensitivity.

Mar 2022 – Jun 2024 · 2 yrs 3 mos

• BU: Global Merchant and Network Services:
• Team: Investment Optimization
• Improved the accuracy of marketing measurement for a global investment pool of ~$120M+ by translating marketing results to lifetime financial impact, advocating for ROI-based decision-making. This was a zero-to-one initiative driven by increased focus from new Executive leadership at Amex.
• Unlocked ~85% of unmeasured marketing impact by designing merchant lifetime value by collaborating with decision science and finance teams.
• Reduced merchant churn impacting ~100K merchants spending ~$19.6M annually by preemptively marketing potential churners. Led an analyst to design an XGBoost model to predict spend decline with ~82% accuracy.
• Increased marketing ROI by ~15% for US market by optimizing/redistributing investments from lower to higher ROI pockets across channels and segments.
• Enabled measurement of ~$65M investment pool across 15+ global markets, 4+ marketing channels by setting up marketing control and launching the tableau dashboard to measure ROI. Led a team of 2 analysts to launch the MVP and worked with the leadership team to get buy-in from marketing stakeholders.

Mar 2020 – Feb 2022 · 1 yr 11 mos

• BU: Global Merchant and Network Services:
• Team: Merchant marketing analytics
• Provided industry affinity recommendations for ~1.1M network CMs across Hong Kong and Singapore markets (later expanded to 15 markets) to enable issuing partner banks to target travelling card members.
• Developed a recommender logic (similar to Netflix) utilizing travel, spend data to predict top industries an Amex network CM can spend at when travelling.
• Developed and reported KPIs to track CM perception of coverage by analyzing ~13K US consumer and ~1.8K SBS card members and benchmarked Amex's merchant coverage (77%) against Mastercard (74%) and Visa (83%).
• Optimized ~$96M in offer cost by predicting and prioritizing offer sensitive and premium merchants through a XGBoost model built in a cross team effort.
• Analyzed ~$2M spend churn spanning ~24K restaurant merchants to food aggregators during COVID and provided them marketing/financial incentives for retention. Scrapped aggregator websites such as Grubhub, DoorDash using selenium library and extracted ~15 data points to cross-reference with Amex data.