Dec 2022 – May 2024 · 1 yr 5 mos · Bengaluru, Karnataka, India · Remote

• ● Drove new initiatives to support business growth, including improved targeting and highlighting areas for improvement, aiming to support business heads in growing their respective businesses
• ● Led critical projects, such as:
• ○ Category Scorecard: Quantified business verticals on a scale of 1 to 10, offering a comprehensive comparison across all categories using
• consistent metrics
• ○ Traffic allocation tool: Automated & optimized traffic allocation at the slot level, prioritizing categories with better Click-Through Rates
• (CTR) gradually leading to a 10% improvement in Cost per Click (CPC) over a 3 month duration
• ○ Money new user acquisition: Defined a structure to create a pen portrait of customers to identify potential customers from Paytm MAU to
• improve targeting thereby reducing 30% marketing spends
• ○ Cost saving on referrals: Identifying fraud users with referral rewards to earning ~50k monthly thereby reducing 20% referral burn
• ● Provided mentorship to a team of 5 junior BAs on the tech stack & ensuring all traffic metrics for the respective businesses teams were available on looker dashboards and proactively communicating major changes to stakeholders along with recommendations on improvement
• ● Collaborating with product team in setting up & evaluating the impact of all A/B experiments on the Paytm app to finally recommending variants/ campaigns to scale up

Nov 2021 – Dec 2022 · 1 yr 1 mo · Bangalore Urban, Karnataka, India

• ● Leading pre checkout & checkout pods within the team & mentoring a team of 3. Co-owning the metrics/ KPIs along with the PM & Business team. Improved certain major metrics by identifying user pain points & improving UX:
• ○ Reducing HP bounce rate & improving scroll depth by conducting experiments on ‘Shop by category’ widget which occupied 50% of the first
• fold. This led to 3% improvement in HP engagement rate
• ○ Improving most critical conversion metric (session start to order placed) by 0.5% with multiple experiments (upload Rx journey revamp,
• event based offers & generic/alternate medicine recommendation in the checkout journey)
• ● Solely managing entire event instrumentation (impressions, clicks & conversion events) for the entire app
• ● Optimized all existing DAGs on airflow to reduce 20% tech cost; collaborating with data engineering team to create data models;; Built a
• self-serve dashboard enabling all stakeholders to perform RCAs independently thereby reducing ad hoc requests for the team from 3-4 to 1 in a
• week; Worked with the product team in setting up & evaluating the impact of all A/B experiments on the Pharmeasy app
• ● Actively working with business teams during onboarding of third parties (HDFC bank, Beat-O & other such brands)
• ● Collaborating with the web teams (product, design & tech) to capture the clickstream data on the user's journey on the web platform as on the app.
• (Leading to better understanding of users journey, identification of pain points/tech issues & attribution of the orders (15-20% of the total
• orders)
• ● Created real time alerts across funnels & a few critical events helping the org to reduce downtime, reduce excessive burns & ensure smooth UX

Jan 2020 – Nov 2021 · 1 yr 10 mos · Mumbai Metropolitan Region

• ● Creating data backed strategy using modeling techniques for new branch expansion planning replacing traditional word (metro, urban, semi-urban & villages) to identify Cities with higher business potential & also determining number of branches to be opened. Awarded for creating expansion models for both non-villages & village level models. 90% overlap in the top 50 ranked centers from model & new rbi data
• ● Responsible for sharing regular updates related to the branch performance, opex budget allocation & market trends to all multiple stakeholders (4000 branch managers, district manager, circle manager, regional managers & Country head of all retail branches)
• ● Saving lakhs of penalty charges by GOI due to excess cash reserves
• ● Saving 1.5Cr per month spendings on ATMs by identifying customers who performed a high number of transactions
• ● Covid business impact analysis: Set up a Covid data Infra to build a daily dashboard for senior leadership to understand impact on all business
• verticals. Awarded for single handedly executing & managing the project

Jun 2018 – Dec 2019 · 1 yr 6 mos · Mumbai, Maharashtra, India

• ● Targeting: - Used hierarchical clustering to define clusters of locations, for promotion by mobile ads and creating multiple metrics for these clusters to filter out the target clusters for our campaign.
• ● ROI Analysis:- A statistical model (ANCOVA) is used to measure the effectiveness of campaign
• ● Self-driven Initiatives: Automation on R shiny, topic modeling & Correspondence analysis to define HCPs with similar topics of
• interest & activity on the “Univadis” platform