Dec 2021 – Jun 2024 · 2 yrs 6 mos · Gurugram, Haryana, India

• Leading the Analytics vision and strategy for Airtel’s Online Channels (App + Web + Lite) with a team of 12+ analysts
• Awarded ‘Digital Champion Award-2023’ | ‘Airtel Star: Employee of the Year Award-2022’ by the CEO
• Selected for the Future Leaders Program (FLP) – Class of 2023 by Airtel Leadership Academy @ IIMA | Top 2% of all employees
• § Leadership: Upskilled a medium performing 5 member team, to a high performing 12 member team
• Managing a full stack analytics team: drive ownership of data instrumentation, stitching, automation, visualization and bespoke analytics
• Introduced weekly sprints in analytics: grooming, scoping, planning for effective cross functional communication on deliverables
• § Strategy: Derived the ‘MAU & Txn/Revenue equation’ to help define strategic plans and KPI structure
• Created rule based customer cohorts based on affinity with sections of the app; personalised app experience leading to CTR increase 1pp
• Led a feature prioritization exercise on the app to improve user engagement giving a lift in high engagers by 2pp
• Drove a key user retention project: tactical interventions reducing uninstalls by 5% ; simultaneously identified a potential Lite app user base
• § Influence: Own the analytics seat in all cross-functional discussions with Product, Growth, Engineering and Data Product
• Driving clarity of metrics and structuring of projects with GMs/PMs, helping them identify and formulate key success metrics for projects
• Fostered the New App redesign through proactive recommendations, feature prioritisation, impact analysis and AB testing
• § Vision: In-house analytics expert on Clickstream | Improved the overall consumer analytics capability at Airtel
• Defined an independent analytics roadmap [incremental 6Mn MTU], frontend + backend data structures for the Airtel Ecosystem
• Conceptualized the Acquisition, Engagement, Revenue DPs with Product & Growth Heads to identify problem areas [3Mn churn reduction]

May 2020 – Dec 2021 · 1 yr 7 mos · Gurugram, Haryana, India

• Leading analytics charter for Airtel Thanks App
• Awarded ‘Digital Citizen Award-2021’ by the Head of Analytics
• Delivered a cross-functional project of conceptualizing, building and driving the implementation of a robust clickstream framework
• Deployed aggregates by collaborating with Data Product, enabling deeper analytics into the customer behaviour
• Automated & standardised key metrics across channels – L1/L2: data stitching to end dashboards and mailers; reduced TAT by 66%

Feb 2019 – May 2020 · 1 yr 3 mos · Gurugram, Haryana, India · On-site

• Worked closely with the Engineering and Product teams of OYO App and Web in building a world class experience for OYO customers.
• Owner of GA360 with end-to-end ownership from contract, partner management to defining the GA schema, it’s implementation and release with ongoing collaboration with Technology & Product teams.
• Led a team of 4 developers & 2 DAs to optimize GA events leading to reduction in hits by 50% w/o any data loss.
• Worked directly with the CTO to optimize spends on 3rd party tools like GA360, BigQuery and Singular from $110,000/month to $43,000/month by collaborating with Business, Product and Technology teams.
• Presented a study around OYO App’s ranking in the global market across Android and iOS which was subsequently published in OYO’s 2020 Annual Report.
• Built the entire global reporting solution from scratch for OYO by gathering the requirements, defining KPIs with the senior leadership, standardizing the definitions with stakeholders, getting the data pipelines built by data platform team and building dashboards using Metabase, Data Studio, etc.
• Designed a customer segmentation model used in app personalization to increase user engagement & conversion.
• Ideated and led the bulk bookings capability on app & web which gave an incremental revenue of 1.2cr/month.
• Worked on a feature conversion attribution project to define the priority of features and identify obsolete features.
• Conduct Micro funnel analysis on an ongoing basis and raise product and technical bugs hampering conversion.
• Formulated various ad-hoc analysis around vernacular, coupon usage behavior, cross country bookings, cancellation and void trends, new repeat behavior, booking to check-in, payment modes preferred, D-day trends, etc.
• [Indonesia] Solved for a realization slump of 30% (compared to OTAs) by a market-specific payment feature.
• [UK] Cracked poor conversion by studying the OTAs market trends, user behavior thereby introducing Pay Later.

Apr 2018 – Feb 2019 · 10 mos · Noida, Uttar Pradesh, India · On-site

• Category Planning & Growth Lead - Footwear
• Worked with the Paytm Mall e-commerce category team to promote category growth, optimize cashbacks and improve net margins.
• Major responsibility included optimizing cashback on the platform by controlling the burns and maximizing the GMV by identifying the inflection points using historical data and appropriate combination of visibility and cashback to attain the target GMVs for any given month.
• Led a team of four people to manage business operations and analytics – creating banners, product lists, racking products (visibility optimization), monitoring CTRs, banner performance, and application of cashbacks and monitoring of net margins.
• Led the ONCEAMONTH campaign for Fashion category to help improve the repeat purchase behavior on the platform. Key responsibilities included improving the net margins, commissions and conversions from this campaign while maintaining an optimum price point, cashback and shipping charge combination.
• Led the competitor benchmarking exercise to identify assortment gaps across brands. Also, identified brands and private labels, which can be on-boarded to the platform. Worked on fixing brokenness in core sizes and brand level relevance of assort to improve platform conversions.
• Single-handedly created the Catalog Cleanup tool, script to monitor Catalog Attribute fill rates and Product Name generation tool. Later worked with the Product team to convert these to platform level software which could then be used across the marketplace.
• Worked on identifying the right Target Groups and Customer Segments for cross-selling, bundling, promotions, pushes and mailers to increase conversion of customers on the platform.

Aug 2017 – Apr 2018 · 8 mos · Noida, Uttar Pradesh, India · On-site

• Paytm launched a dedicated e-commerce platform, Paytm Mall, for the online marketplace business on 27 February 2017 and aims to offer a unique combination of the Mall and Bazaar concepts to Indian consumers. It also aims to digitize the catalogs of offline retailers/shops to bring them online using it's O2O and Local Commerce model.
• Category Growth Analytics
• Worked with the Paytm Mall e-commerce category team to analyze performance, track the top and bottom funnels and perform Ad-hoc analysis.
• Set-up performance tracking using SQL, Excel & VBA which involved defining metrics, creating OLAP DBs and automating daily Dashboards for tracking various metrics like UPVs, GMV, QTY, ASP, ADS, NM, Conversion Rate, NPS, etc.
• Set up an Account Management process to map Merchants on the platform to respective KAMs and classified merchants into Gold, Silver and Bronze basis various sales and ops performance metrics. This enabled an enriched experience for the merchants and an easy process for KAMs to manage the catalog and inventory across sub-categories and brands.
• Created Ops Dashboard to monitor various operations metrics such as cancellations, delivery refused, returns, O2S, O2D, NPS, Contact Ratio, etc.
• Created multiple Dashboards using Google Analytics (GA) and Data Studio for tracking CLPs, Banner performance, CTRs, Buy-to-Detail Rate, Bounce Rate, etc. Created funnels in GA to track customer behavior and drop rates.

Feb 2017 – Aug 2017 · 6 mos · Noida, Uttar Pradesh, India · On-site

• Paytm is an Indian payment and e-commerce company based out of Delhi NCR, India. Launched in August 2010, it is the consumer brand of parent One97 Communications.
• CST Corporate Planning, Performance Management and Ops Optimization
• Worked with the CST operations team to plan their workforce size, optimize their on-going ops, identify process/product gaps and analyze the performance of Paytm in-house team and business partners by building performance dashboards.
• Worked on defining KPIs for Call Me Back service, Email support and In-bound calls with the senior leadership to evaluate the performance of the in-house team and business partners by creating Daily/Weekly/Monthly Dashboards.
• Set-up MIS reporting and Dashboards using Hive and Excel which involved defining business rules with stakeholders, creating a centralized repository and standard templates for data to track CST performance and trained associates for the same.
• Worked on ad-hoc requests from the senior management from time to time such as identifying the top customers, top merchants, transactional volumes, revenues of new product launch, sudden spikes in contact volume of customers, etc.
• Analyzed the existing shifts in place for the customer service representatives and the in-flow of tickets on Salesforce CRM by creating a simulator in Excel and optimized the shifts to improve Productivity and Occupancy of reps in-turn reducing costs and improving efficiency.
• Performed RCAs on the customer complaints database of the different business verticals to identify gaps in the product and worked with the product team to fix them and enhance customer experience.

Jul 2015 – Feb 2017 · 1 yr 7 mos · Gurugram, Haryana, India · On-site

• ZS Associates is a sales and marketing consulting and technology firm that provide counsel in the areas of product development, strategy creation and planning for clients.
• Project – Ophthalmology SME/PMO Support
• Team size: 6
• This project involved working with the client to guide them in setting up a system to process eligibilities and incentives of their sales force.
• Worked on requirement gathering with the client to understand the business requirements and deploy complex work streams in the area of eligibilities and incentives calculations.
• Helped the client design and administer Incentive Compensation plans for its sales force using a ZS proprietary analysis and reporting tool.
• Communicated with the client team on a weekly basis to discuss project plan, monthly deliverables, status updates, issue resolution and change control.
• Project – Oncology BU IC Admin and Transition Support
• Team size: 7
• This project involved working with the client to process eligibilities, incentives and awards of their sales force. It also involved working with the client team to migrate knowledge, systems and operating capabilities between ZS and the in-house team of the client.
• Worked on well-defined ZS methodology for enterprise software implementation projects.
• Handled Sales Force Incentive Compensation domain for the world’s top and Fortune 500 drug manufacturer for a portfolio of 20+ products.
• Operated and optimized business processes and performed analysis.
• Project – APO Solution Development
• Team size: 10
• This project involved working with the ZS APO(Analytics) team to build a new solution area offering for the clients by ZS
• Helped teams to build solutions and framework for Scope Management, Productivity Enhancement and Ad-hoc Analytics.
• Carried out the APO Maturity Survey, analyzed the results and prepared Annual Improvement plans for all the APO clients.