Oct 2024 – Present · 1 yr 8 mos · Gurugram, Haryana, India · Hybrid

• Process Automation: Develop and implemented an automated overspending alert system on the Criteo platform, resulting in a potential EUR 50k/month revenue uplift and reducing the commercial team's workload by 5+ hours/week through real-time monitoring of daily and monthly overspending.
• Strategic Analytics Leadership: Demonstrate thought leadership by collaborating with stakeholders to develop and launch analytics products, understanding business processes, ensuring data quality, and fostering strong stakeholder relationships to identify opportunities and enhance business acumen.
• Lead analytical efforts for campaign performance and optimization, leveraging insights to improve advertising strategies for agencies and brands. Work with large-scale data to provide recommendations that enhance ROAS, conversion rates, and audience engagement across display and video advertising.
• Involved in end-to-end ownership of A/B testing and brand-lift survey initiatives, driving insights on creative performance and audience cohorts. Designed and executed experiments to measure ad recall, favorability, and conversion impact, enabling clients to make informed decisions and upsell opportunities through data-driven optimization.

Apr 2022 – Sep 2024 · 2 yrs 5 mos · Gurugram, Haryana, India · Hybrid

• Strategic Campaign Management: Performed day-to-day data analysis by extracting and analyzing 500+PB of data using SQL, Python, Hive and Presto across Vertica and Hadoop clusters. Led the development and execution of targeted marketing campaigns for various products like video, retargeting, branding, etc. through audience segmentation and campaign optimizations.
• Email Alerting System for Agencies: Designed and implemented an automated email alerting system to monitor campaign performance and spending for various APAC markets with reports tailored to market needs. This system reduced AX manual effort by decreasing the number of tickets from 16 per week to 7 per week and saving 20 hours of team effort per week. Streamlined agency collaboration, enabling timely issue resolution and supporting 200+ campaigns across the region.
• Streamlined Reporting with Automated Dashboards: Developed 2-3 tableau dashboards to automate the reporting for the APAC region, covering all retailers and audience extension campaigns. Replaced manual ticket-based data retrieval process with real-time dashboards by creating automated daily pipelines using BDF jobs. This initiative reduced manual effort by 50% empowered the team with on-demand data access and significantly improved operational efficiency.
• Automated Deck Generation via Cron Jobs: Led the development of an automated post-campaign analysis deck creation process and seamlessly integrate them via slack. This initiative reduced manual effort for the commercial team by 70%, streamlining process and enhancing productivity. Supporting 60+ campaigns with actionable insights.
• Audience Targeting and Cohorts: Collaborated with brands and retailers to design and deliver data driven audience cohorts. Analyzed consumer behavior and segmented audiences, leading to improved campaign precision and contribution to an estimated 20% increase in client ROI. Supported over 50+ campaigns across diverse industries, driving measurable outcome.