Krishan Kumar Gupta

Director of Engineering

Gurgaon, Haryana, India13 yrs 6 mos experience

Most Likely To SwitchHighly Stable

Key Highlights

Expert in Digital Product and Marketing Analytics.
Proven track record in optimizing customer journeys.
Award-winning leader in analytics projects.

Stackforce AI infers this person is a Fintech professional with strong expertise in Digital Analytics and Marketing.

Contact

Skills

Core Skills

Digital Product AnalyticsData AnalyticsDigital Platform AnalyticsDigital Marketing Analytics

Other Skills

Ad-Scheduling OptimizationAnalyticsAutomated Alert EngineBid Recommendation EngineBig Data AnalyticsBusiness AnalyticsCC++Cross-Channel MarketingCustomer call analysisData StructuresData availabilityExperimentation strategyGBMHive

About

Analytics professional with experience in Financial industry. Have experience in Digital Product Analytics (Tracking & Optimizing various customer facing journeys), Digital Platform Analytics (SEO, Site Search, Pageload Time) and Digital Marketing Analytics (Paid search, Social & Display Marketing). A strong Technical background with hands-on experience on tools such as Big Data Platform, Python, PySpark / HIVE, SAS, SQL, Google Adwords, Google Search Console, Double-Click Bid Manager, Adobe Analytics, Marin

Experience

American express

5 roles

Director, Global Consumer Digital Acquisition Analytics

Promoted

Aug 2022 – Present · 3 yrs 7 mos

Sr. Manager, Mobile APP Analytics

Jan 2021 – Jul 2022 · 1 yr 6 mos

Led a team of 4 Analysts to deliver various key projects for Mobile APP performance improvement like new feature launch through experimentation, bottleneck Identification to improve customer experience etc.
Key Projects:
Experience Evolution in APP - Supported product team with experimentation strategy of phase-wise launches of various high impact projects to unify APP experience across products like removing product specific tabs, launching search tab etc
Digital first initiative – Led cross-functional project to identify the drivers of customer calls and built a prediction model to locate prospect callers and created rule-based approach to identify call intent
Developed standardized measurement process for APP experimentations – Developed scalable and standardized process to evaluate the performance of experimentations for various aspects like Randomization, Feature Engagement Performance, Servicing & Revenue Impact etc
Received 'Chairman's Award' - 2022

Mobile APP performance improvementExperimentation strategyPrediction modelStandardized measurement processDigital Product AnalyticsData Analytics

Manager (Apr'18 - Jan'20), Sr. Manager (Feb'20 - Dec'20), Digital Platform / Product Analytics

Promoted

Apr 2018 – Dec 2020 · 2 yrs 8 mos

Led a team of 3 Analysts (+2 Interns) to establish analytics for various unstructured problems from scratch
Pageload Performance:
o Established end-to-end work of Data availability, metric creation and automated Reporting for in-house Pageload Performance capability
o Created a mechanism to link Pageload Performance with Conversion data
o Implemented a standard mechanism to measure the impact of Experimentation on Pageload Time
o Created a Pageload Playbook - Streamlined document consolidating best practices to optimize and maintain pageload performance
Site Search Analytics:
o Created Framework for tracking journey, capturing data, defining KPIs for Performance Measurement of AXP Site Search capability
o Created a Self-serve Performance Monitoring Dashboard along with Quarterly Performance Publication
o Optimized 175+ Keywords (Contributing 15% of Search Volume) resulting into increase of ~70% in Search result CTR
SEO Analytics:
o Created a Framework for identifying improvement opportunities & estimating the business impact using Google Search Console Data
o Prepared custom adobe-based reports to track SEO Performance KPIs – Landings, Application Start, Application Submit etc.
Worked on mechanism to identify Cardmembers in absence of 1st party cookie using various real-time digital attributes
Established Performance Tracking & Identified card-member experience enhancement opportunities for various Authentication Products – Login Page, Forgot User ID-Password etc.
Identified Cross-Channel Marketing / Servicing opportunities across Web, APP, Call & Chat channels and estimated the business impact of integration
Received ‘President’s Achievement Award’ – 2020
Received ‘EDAP Growth Mindset Award’ – 2019
Tools: Adobe Analytics, Big Data Platform, Hive, Google Search Console, Python, SAS, Dareboost, Slack, Jira

Pageload PerformanceSite Search AnalyticsSEO AnalyticsCross-Channel MarketingDigital Platform AnalyticsData Analytics

Assistant Manager, Social and Display Analytics

Nov 2016 – Mar 2018 · 1 yr 4 mos

Developed Third Party Audience (Bluekai) segmentation tool using LDA and GBM technique to replace existing Real-time scoring process with a batch process to scale to other international markets
Developed Automated Alert and Recommendation Engine to monitor the performance trends across all Social and Display activity to remove manual dependency and to reduce turnaround time of optimizations
Developed end-to-end reporting process (Defining various KPIs such as ‘First time Visitors’, ‘Conversions within 14 days of first visit’ etc.) for Programmatic Display Activities using Big Data Platform
Launched iterative tests to identify Optimal number of DSPs to be used for Programmatic Display Activity
Designed multi-touch attribution logic to justify spend in upper funnel channel in conversion journey (such as Display, Affiliates etc.)
Managed day-to-day campaign management activities and optimization initiatives for various markets UK, HK, IN
Developed budget optimization framework in Python for optimally allocate fund across various Insertion Orders /Line-items.
Received ‘IMS Achievers’ Award 2017
Tools : Big Data Platform, Hive, PySpark, Python, SAS, DoubleClick Bid Manager, Trello, Slack, Jira

Third Party Audience segmentationAutomated Alert EngineProgrammatic Display ActivitiesDigital Marketing AnalyticsData Analytics

Business Analyst, Paid Search Analytics

Sep 2015 – Oct 2016 · 1 yr 1 mo

Responsible for improving Paid Search strategy and analytics for India, Japan and France markets
Developed Python based bid recommendation engine for paid search keywords and implemented for Australia and Canada markets
Developed comprehensive bid science framework in python to optimize market portfolio by generating automated recommendations for Ad-Scheduling, Geo-targeting, keyword bidding. Successfully implemented for Australia Market.
Improved paid search performance and acquisition rate through iterative ad-copy, landing page tests
Implemented various targeting levers such as Time-of-Day, Device, Geography targeting to reduce cost per acquisition
Received ‘IMS Achievers’ Award 2016
Tools: SAS, Python, Excel, Google Adwords, Marin

Paid Search StrategyBid Recommendation EngineAd-Scheduling OptimizationDigital Marketing AnalyticsData Analytics

Infosys consulting, inc.

Consultant, Management Consulting Services

Apr 2015 – Sep 2015 · 5 mos · Bengaluru, Karnataka, India

Designed a 3 year IT-Strategy road-map for a leading retail chain client in India for complete value chain
Benchmarked online grocery players to design the omni-channel capabilities for a Brick & Mortar Grocery client
Actively contributed in Sales pitch and RFP responses to get more projects for the company

Mahindra & mahindra

GMC Summer Intern (MBA)

Apr 2014 – May 2014 · 1 mo · Mumbai Metropolitan Region

MARKET SERVICES - AUTOMOTIVE DIVISION:
Benchmarked the practices of Purple Club, loyalty program, with similar programs in automotive and other industries like retail, airline etc.
Analyzed the scope of Big Data and Data analytics to drive customer acquisition, retention and engagement activities.
Closely worked with Head Marketing Services to develop the roadmap of activities to improve the efficiency of loyalty program.

Mentor graphics

Senior Member Technical Staff

Jul 2010 – Jun 2013 · 2 yrs 11 mos · Noida, Uttar Pradesh, India

Responsibilities and Achievements:
Developed three software products from scratch and managed the portfolio for all incremental developments
Led new feature development, testing and support process from start to end - writing specifications, working cross-functionally with engineering, design and QA team
Responsible for client interaction in US and France for understanding the existing issues and possible feature enhancements for further engagements
Responsible for designing roadmap for software products by identifying customers’ requirements, competitive analysis and market research
Responsible for engagement with third party vendor for OEM integration of latest features and software updates
Transformed business requirements and goals into key technical requirements and presented to top management
Worked in cross-functional and global environment in collaboration with teams in US & France
Optimized performance of two products by 20% by identifying bottleneck using data analysis
Being, an active member of sports and cultural club, CornuCopia, Mentor Graphics, I have organized Volleyball tournament in company and have also volunteered in organizing several other events.

Vizexperts

Summer Internship

May 2009 – Jun 2009 · 1 mo · Gurugram, Haryana, India

Developed a software product for 3D visualization by tracking the body gesture to create a virtual military practice environment.
Managed end-to-end product development under stringent timelines
Worked in extreme pressure environment of start-up and delivered the product solution to the client