Mar 2020 – Aug 2022 · 2 yrs 5 mos · Gurugram, Haryana, India

• Roles & Responsibilities involve delivering end-to-end campaign analytics & performance measurement solutions for marketing campaigns of Google EMEA, consulting stakeholders in their marketing decisions with data-driven insights, and developing new tools & frameworks to build the analytical capabilities of my team.
• Liaising closely with internal and external clients to gauge marketing objectives, translating them into use cases, and implementing analytical models to support the realization of business objectives
• Collaborating with larger global teams to align on measurement methodologies, project management, and developing new analytical capabilities
• Served as an innovation partner for teams, helping them drive forward their Artificial Intelligence (AI) strategy with DataRobot to maximize value generation
• Lead the research and development using meta marketing data and utilizing machine learning to drive data-driven solutions
• Ensuring that set deadlines are met: On-Time and On-Quality Delivery
• Manage analyst schedules and mentor them on marketing analytics techniques and insights
• Experience with major product management applications (Hive, Confluence, etc.)

Feb 2019 – Feb 2020 · 1 yr · Gurugram, Haryana, India

• Identify and build tools to capture both short and long-term market developments and recommend actions to category managers and service owners.
• Synthesize news (e.g. market and geopolitical events) and quantify data (e.g. macro economic indicators, price data) to come up with tangible and usable decisions for category managers and service owners.
• Evaluate and engage third party information providers as necessary for market data and information.
• Conduct in-depth primary and secondary research of companies, industries, technologies, competitors through subscriptions, internet, social media, VO external partners etc.
• Perform analysis and interpretation of research data with actionable information and insights in support of negotiation, category and business strategy development.
• Perform analysis on combination of internal and external data to uncover key insights.
• Identify, analyze and synthesize large amounts of data, both master and transactional data into recommendations.
• Perform both quantitative and qualitative analysis on market and pricing data.
• Prepare reports which interpret market conditions and trends for specific commodities.
• Responsible for data preparation, data transformation, and the creation of data models / sets using Alteryx
• Responsible for designing, building, and testing several complex workflows in Alteryx
• Experience of working with Alteryx Gallery
• Effectively communicate findings and observations to influence decision making.

Jul 2018 – Feb 2019 · 7 mos

• Employing data modeling, data loading, data cleaning, data processing, data analytics and subsequently generated insights from the same
• How should the brand position itself with respect to the products in its portfolio- Is there any cannibalization or halo within the variants in the existing portfolio or Do certain brands in the portfolio do better in driving category/portfolio growth?

Jun 2017 – Jul 2018 · 1 yr 1 mo

• Domain: Marketing Analytics/ Brand Consultancy
• Analysing large data sets, using Advanced Analytical Modelling Techniques.
• Answering Client's Key Marketing and Brand Strategy Questions- relating to Positioning, Targeting and Communication.
• Picking patterns and understanding Consumer Perceptions and Behaviour from Data Sets and using them to formulate focused Strategies for brands to either recover or stabilize or strengthen their Equity.
• Methodology : Brand Structure Analysis,Path Modelling,Machine Learning.
• Tools : R, SPSS, AMOS,Bayesian Networks, Tableau and Python.

Oct 2016 – Jun 2017 · 8 mos · Gurgaon, Haryana, India

• Responsible for deriving information and relevant interpretations from the data collected for various digital properties of HT Digital.
• Preparation of weekly/monthly metrics and key business dashboards specific to different channels
• Monthly management reporting, updating reporting decks & management reviews
• Social Media Strategy and Implementation
• Hands on experience in Advertising, Email Marketing, CRM,& SMS Marketing.
• Identifying strategic business opportunities & analyzing value and impact.
• Conceptualizing & implementing competent business strategies .
• Tools : Google Analytics,Comscore,Google Data Studio,SimilarWeb,DFP

Dec 2014 – Feb 2015 · 2 mos · Gurugram, Haryana, India

• Worked on brand tracks and ad pre-testing (LinkTM) studies for a major FMCG and a direct selling company.
• Learnt the various methods of analysis using, Brand Usage Profile, Brand Image Positioning, Imagery Statements etc.
• Worked on questionnaire and project execution for CSD (Carbonated Soft Drinks).

Jul 2013 – Jul 2014 · 1 yr · Greater Lucknow Area

• Strategy formulation in the Digital Marketing Space for enhancing Brand awareness and increasing customer traffic to website.
• Worked on strategic alliances with Flipkart, Snapdeal, Wiziq, Just Dial, BuyTestSeries.com and got the Mindworkzz courses hosted on their portal.
• CBSE Project: Anchored and designed the project for videos under collaboration of McGraw Hill and CBSE.
• Collecting data from social media sites, analyzing them for business decisions.
• Tracking and optimizing the social media components for marketing campaigns.