Dec 2021 – Present · 4 yrs 3 mos · New Delhi, Delhi, India · On-site

Mar 2020 – Nov 2021 · 1 yr 8 mos · Gurugram, Haryana, India

• Owned end-to-end analytics and decisioning for SBI Card’s key cross-sell products, with direct responsibility for business outcomes.
• Led strategy, design, and execution of cross-sell campaigns across multiple channels (digital, tele-calling, email, and partner channels), translating business goals into data-driven targeting and execution plans.
• Built and deployed propensity and response models to identify high-likelihood customers for cross-sell, driving improved conversion rates and more efficient use of marketing budgets.
• Established A/B testing and measurement frameworks to evaluate campaign effectiveness, channel performance, and offer strategies, enabling continuous optimization.
• Conducted regular model validation and performance tracking, ensuring stability, accuracy, and sustained business impact over time.
• Designed and implemented intelligent automation frameworks for campaign execution, control checks, alerts, and automated reporting — reducing manual effort and improving turnaround time.
• Acted as the single analytics owner between business, marketing, and technology teams, ensuring alignment from problem definition to execution and post-launch measurement.

Apr 2018 – Mar 2020 · 1 yr 11 mos

• Owned end-to-end analytics for growth, conversion, and monetization across web, app, and marketing channels, working closely with product, marketing, and business teams.
• Built and deployed a visitor conversion model that increased on-site conversion by ~7% (from 1.97% to 2.10%), directly impacting revenue at scale.
• Designed a Markov-based multi-touch attribution model to measure true channel RoAS, accounting for complex user journeys with multiple touchpoints — improving budget allocation decisions.
• Led App Dominance initiatives, increasing app share of orders from 56% to 75% while maintaining or improving total order volumes, using predictive modeling and targeting strategies.
• Worked on Seller Ads Analytics, creating logic to distribute free ad credits to first-time advertisers and optimize conversion from free to paid credits, driving incremental Seller Ad revenue.
• Owned product analytics and experimentation, running A/B tests across app, web, and WAP features to measure impact on engagement, conversion, and retention.
• Partnered with marketing teams on paid media analytics, helping optimize Facebook campaigns to achieve lower CAC, reduced app uninstall rates, and higher repeat purchase rates using segmentation and decision-tree models.
• Conducted user segmentation and clustering across Snapdeal and Freecharge ecosystems to identify high-potential customer cohorts for targeted marketing campaigns.

Apr 2017 – Mar 2018 · 11 mos

Apr 2015 – Apr 2017 · 2 yrs

• Senior Business Analyst in Consumer Analytics driving repeat purchases and Order Value for Electronics and Home category.

Oct 2014 – Mar 2015 · 5 mos · Gurugram, Haryana, India

• Owned customer experience and business analytics initiatives, working closely with operations, logistics, marketing, and customer support teams.
• Delivered actionable CX insights to improve customer satisfaction and Net Promoter Score (NPS), contributing to Jabong’s Nielsen certification for NPS processes and measurement.
• Designed a risk grid framework incorporating customer net worth, return behavior, and order patterns to proactively reduce fraud and business losses through warnings and controlled access.
• Conducted Customer Lifetime Value (CLV) analysis to optimize third-party logistics costing and improve overall profit margins.
• Led customer win-back campaigns targeting high-CLV churned customers, improving retention and revenue recovery.
• Drove welcome calling initiatives for new customers to improve repeat purchase rates and long-term CLV by setting early expectations and communicating customer-friendly policies.
• Analyzed SMS vendor performance and TATs, helping introduce penalty clauses tied to service-level breaches and improving communication reliability.

May 2013 – Oct 2014 · 1 yr 5 mos · Gurugram, Haryana, India

• Built analytical models, workflows, and data definitions using Excel and MS SQL to support Net Promoter Score (NPS) surveys and targeted email campaigns.
• Defined granular targeting rules and trigger conditions for customer communications, improving relevance and response rates.
• Developed customized and automated reports for business teams and senior management, enabling faster and more informed decision-making.
• Supported messaging and communication analytics, focusing on improving open rates, effectiveness, and compliance across customer communications.

Jul 2011 – Jul 2012 · 1 yr · Greater Kolkata Area

• focusing on developing a set of solutions that directly address a manufacturer’s business objectives in managing its product, process and asset lifecycles.

May 2010 – Jul 2010 · 2 mos · Greater Delhi Area

• Avionics department