Jun 2022 – Apr 2024 · 1 yr 10 mos

• Managed the marketing analytics charter across Gamezy
•  Focused on rationalizing and optimizing marketing spends and focus of recovering spends by cross-selling
•  Identified the top states for acquiring rummy and poker HVPs –Tracked states with higher return and high intend for rummy and poker game play every month, this helped us optimize our spends and increase HVPs in our system by 12% with same spends
•  Built a quality score for all media sources – Identified list of independent variables can be used to define the quality/intend of users acquired from all media sources. This helped partners and agencies assess quality of users via their channel everyday.
•  Implemented DCR (Appsflyer product) which helped improve Facebook campaign targeting by 18% - Executed the project end to end with appsflyer and engineering team, successfully delivered the POC and productized it for consumption.
•  Helped build an uninstall churn model based on users behavior on the app and planned touch points where product can intervene and reduce churn%
•  Predicted HVP rummy/poker players based on first 24 hours behavior – This helped us incentivize of the potential HVPs and reduce churn in this segment.
•  Ensured data relevance, quality, timeliness and ease with respect to data visualization across the marketing team.

Apr 2021 – Jun 2022 · 1 yr 2 mos · Bangalore Urban, Karnataka, India

•  Managed the recommendations charter across the app
•  Maintained and improved visibility, accessibility and availability of key performance metrics to all stakeholders – Introduced metrics that will help us define growth in the recommendations business. Created automated dashboards at various cuts to help visibility to metrics for the management team and all business teams.
•  Supported business and product team with insights generation and decision support – Performed A/B test analysis for the product and DS team. Conducted ongoing RCAs to manage the trends across all recommendation widgets.
•  Attempted and completed projects that moved the needle on key performance metric – Introduced new widgets and worked on enhancement of older widgets across main touch points like home page, cart page and product pages. Increased overall revenue contribution by 21% by personalizing recommendations at user and city level.
•  Introduced, implemented and instrumented new app features to help cross-sell, up-sell and increase conversion rate as well as average order value (AOV).
•  Helped in building the recommendations team to help scale the team and start working on bigger projects to contribute to revenue and overall engagement on the platform.
•  Used segmentation and personalization to redesign the homepage based of browsing, buying, search and demographic historic data – This increase conversion and sessions with orders by 15-20%

Apr 2019 – Apr 2021 · 2 yrs · Bengaluru Area, India

•  Created a Data Driven Organization using a visualization tool: Project management done for the Power BI implementation at BigBasket. Planned and designed the wireframes of multiple dashboards based on KPIs used by business teams.
•  Managed a pipeline to bring in data from different sources into to the Analytics data warehouse. Picked complex business reporting challenges and helped automate them by transforming data into the required format and bringing it in the analytics data warehouse.
•  Created over 15 automated dashboards/reports to monitor various functions.
•  Segmented existing customers using browsing and buying (Lifestage segmentation) behavior
•  Root cause analysis to identify drop in sales in specific product categories for locations across India: Identified the reason and increased the member penetration by setting up a targeted campaign to bring back churned customers.
•  Analysed the product-assortment for bb Daily line of business and recommended products that need to be flushed out of the assortment.
•  Helped increase monthly FO growth in BBDaily from 5% to 12%
•  Worked with the product team to define target groups for multiple feature AB testings
•  City business KPI tracking - Closely worked with the business head to monitor and track the monthly performance of over 14 cities. Also published weekly and monthly performance reports.