Feb 2022 – Jan 2023 · 11 mos

• Web & App Analytics
• Lead implementation and governance of GA4/GTM (or Adobe, Mixpanel, etc.) across websites, apps, and campaigns.
• Own the data layer, tagging, and event taxonomy to ensure reliable customer journey tracking.
• Deliver funnel analysis, attribution, CRO insights, and behavior-based reporting.
• Partner with product managers to measure feature adoption, retention, and engagement.
• Marketing Intelligence
• Consolidate data across marketing channels (Search, Social, Display, Affiliates, CRM, Programmatic) into a single view.
• Develop marketing dashboards & scorecards (spend, impressions, conversions, ROI, LTV, CAC, etc.).
• Support campaign performance reviews, identifying optimization opportunities and budget allocation strategies.
• Work on attribution models (MTA, MMM, last-touch vs. data-driven) and drive clarity on marketing ROI.
• Insights & Strategy
• Provide actionable insights on customer acquisition, retention, and lifetime value.
• Partner with Marketing teams on audience segmentation, personalization, and retargeting strategies.
• Track competitor benchmarks, industry trends, and share intelligence for leadership decision-making.
• Data Integration & Delivery
• Work with Data Engineering teams to integrate web/app data with CRM, ERP, and warehouse (BigQuery, Snowflake, Azure).
• Collaborate with BI teams to automate marketing reporting in Power BI / Tableau / Looker.

Oct 2021 – Feb 2022 · 4 mos · Gurugram, Haryana, India

Jun 2021 – Sep 2021 · 3 mos · Gurugram, Haryana, India

Apr 2019 – Jul 2021 · 2 yrs 3 mos · Gurugram, Haryana, India

•  Analytics Product Management
• o Strategies and implemented over 200 events + data points in Max Life Insurance website
• o Implementing of 3rd party pixels across Max Life Insurance website.
• o Complete owner ship of Real Value BOT to track all the possible digital foot print along.
• o Leverage data to gain insights into user behaviour / experience in order to drive our user experience, digital marketing strategies.
•  Reporting
• o Publishing integrated digital marketing KPI dashboards cross-channel performance reports with actionable insights
• o Ownership of the new in house affiliate model real-time Dashboard using R, API & Google DATA studio
• o Streamlining the across Max Life Insurance reporting life cycle by creating the real-time, and easy to access anywhere DASHBOARD
• o Integration of variety of portals like call Centre DB, CRM next & GA to create a reporting life cycle via connecting APIs
• o Multiple tactical dashboards:
•  Affiliate Master report which helps to prevent affiliate FRAUD
•  Paid Performance Reports
•  GA Knowledge Expert
• o Own & Strategies Google Analytics and Marketing tags setup for Max Life Insurance website
• o Built analytical capability in 5+ teams within organization.
•  AI/ML projects
• o Identify Business problem and Initiated/Executed projects with the help of AI team which optimised call centre cost
• o Initiated and executed the Voice to text Model to increase conversion of call centre by ~.2% of monthly impact.

Jan 2018 – Apr 2019 · 1 yr 3 mos · Gurgaon, Haryana, India

• Planning forecasting & budgeting sales volumn. Preparation of 3 months rolling plan/forecast .
• Business Projects that give direct impact on the gross profit by 1% Quarterly
• Identifiying oppurtunity to manage revenue and help PM to make better product along with the margin on which they can operate
• Understand the trend of web traffic to help product manager to optimise their expense and increase their revenue by applying discounting according to the demand.
• Proactively manage inventory for the FD products to maximize the revenue
• Exucuting the leakage management which will give impact on revenue.
• Analyze transient booking patterns through DB and recognize trends and their relevance to one another
• Weekly bussiness connects with senior stakeholder to understand the challenges and provide relevant solution to keep business on track.
• Provide data to the product managers for the purpose of analyzing and evaluating specific business segments and specific accounts recognizing trends and patterns
• Owner of offline discounting approval along with discount management
• Execution of pricing, product and revenue strategies
• Work with internal partners on pricing engine to drive pricing growth and reduce leakages thereby growing revenue and profit margin
• Publish dashboard and monitor KPI on daily weekly and monthly basis to keep a track of number in order to achieve target
• Impact analysis of project handled on top line, margin and transaction.
• Team of 4 subordinate handling MIS for MMT.

Mar 2016 – Jan 2018 · 1 yr 10 mos · Gurgaon, Haryana, India

May 2015 – Mar 2016 · 10 mos · Noida Area, India

Nov 2013 – Apr 2015 · 1 yr 5 mos · Mozambique

Dec 2011 – Sep 2013 · 1 yr 9 mos · Gurgaon

• Actively responsible for yearly planning, budgeting and projection with VP & Director.
• Market Segmention and Targeting analysis (customer aging analysis, gender, & customer behavior analysis).
• YOY growth analysis of product, sales channels and branches/franchises to help them create a plan which will help them achieve targets.
• Procurement vs Achvd. Procurement analysis.
• Supporting as a Business Analyst in Domestic Product department team. Qtrly review ppt for leardership team with my immediate Boss.
• Creating Dashboards, Scorecards and Ad Hoc reports, identifying Break Even Point and Product profitability analysis.
• Taking care of data with annual turnover of 400 Cr
• Leading a pilot project of ‘preferred hotel list’
• Data verification on applications and data cleansing activities. Working with different teams to drive overall data reporting activities
• Coordinating and communicating with Business Heads for Growth & data capturing, validation and reports

Jan 2008 – Jan 2010 · 2 yrs

Jan 2007 – Jan 2008 · 1 yr

Jun 2004 – Jun 2007 · 3 yrs