Apr 2024 – Feb 2026 · 1 yr 10 mos

• 1.Conducted cause-effect/causal impact analysis for a digital advertising platform transition, mitigating a potential annual revenue loss of $4.2M.
• 2.Redesigned and migrated 50+ marketing dashboards to a modern data architecture, increasing reporting efficiency by 30% while improving data lineage, metadata management processes and operational efficiency.
• 3.Owned instrumentation for homepage feature releases, A/B test design, and result evaluation, contributing to a 10% reduction in bounce rate and a 5% increase in registrations.
• 4.Spearheaded the analysis of a podcast analytics to measure impact on product pages traffic and monetisation using incrementality and lift studies, enabling data-driven product promotion decisions.
• 5.Led the predictive modelling(saturation curve) project, recommending quarterly spend strategies that optimised digital marketing(SEM) budget allocation, yielding $700K in cost savings.
• 6.Executed in-depth analyses on the impact of web traffic logic changes, revealing a 45% increase in direct sessions revenue efficiency.

Jan 2022 – Apr 2024 · 2 yrs 3 mos

• 1.Developed a ML model using scikit-learn framework to identify suitable DMA cohorts for test regions, resulting in 85% overlap with market research and streamlining the DMA selection process for brand campaigns.
• 2.Performed in-depth analysis of marketing campaigns and key performance drivers to generate targeted leads and deliver actionable insights that maximised ROAS.
• 3.Conducted a cohort analysis that explored multiple product pages, revealing opportunities for a 25% increase in user engagement and a 28% improvement in monetisation rate.
• 4.Designed and developed a performance monitoring dashboard to support CRM strategies and optimise onboarding flow content, resulting in a 3x–4x increase in revenue attributed to onboarding flows.
• 5.Developed a real-time reporting infrastructure for the homepage conversion funnel and customer insights, driving an 80% improvement in responsiveness to design changes.
• 6.Multi-touch and last-touch attribution models evaluation to measure the channels efficiency, revealing a 16%-20% credit reallocation to mid-funnel activities.
• 7.Ensured data quality/integrity by performing thorough data QA on pipelines—significantly reducing data errors by 95% and improving overall data collection, processing, and reporting efficiency.