Mar 2015 – Jun 2019 · 4 yrs 3 mos · New Delhi Area, India · Remote

• This is where I built my foundation in analytics architecture, measurement strategy, and enterprise-grade GA implementations.
• I worked with businesses that needed more than reports — they needed clarity on how users behaved, where conversions broke, and how data could drive real decisions.
• Designed web, mobile, and app measurement strategies aligned with business goals
• Implemented and customized Google Analytics & Google Tag Manager setups beyond default tracking
• Translated raw analytics data into clear, decision-ready insights for marketing and leadership teams
• Built visual reporting frameworks that made complex data understandable
• Fixed tracking gaps that caused inaccurate reporting and poor optimization decisions
• Measurement strategy & analytics planning
• Advanced Google Analytics & Google Tag Manager implementations
• Custom JavaScript tracking solutions
• SEO, SEM, PPC, and analytics integration
• Training teams to understand, trust, and act on their data
• This role shaped how I approach analytics today:
• data must be accurate, explainable, and tied to real business outcomes — not just dashboards.
• Google Analytics (including Premium), Google Tag Manager
• Google Ads & conversion tracking
• Visualization & reporting tools
• On-site and corporate analytics training programs
• This experience is why I focus on analytics systems that teams can actually trust — not surface-level setups.

Jan 2014 – Feb 2015 · 1 yr 1 mo · New Delhi Area, India · On-site

• I designed and implemented analytics systems that helped teams trust their data and make confident business decisions.
• This role focused on architecting Google Analytics and Google Tag Manager setups beyond default tracking — ensuring measurement strategies aligned with real business goals, user behavior, and conversion outcomes.
• End-to-end analytics architectures using Google Analytics and Google Tag Manager
• Measurement frameworks translating business objectives into reliable tracking plans
• Scalable tagging systems that supported marketing, product, and optimization teams
• Custom JavaScript-based tracking solutions for complex user interactions
• Inconsistent or misleading analytics data across marketing and reporting platforms
• Tracking gaps that caused under- or over-reporting of conversions
• Fragile analytics setups that broke during site updates
• Lack of alignment between analytics data and business KPIs
• Improved data accuracy and consistency across web and marketing channels
• Enabled teams to move from descriptive reporting to actionable insights
• Supported optimization, experimentation, and growth initiatives with trustworthy data
• Increased stakeholder confidence in analytics-driven decision-making
• Google Analytics GA4 (Universal & Premium), Google Tag Manager
• JavaScript-based tracking & custom implementations
• SEO, SEM & PPC analytics integrations
• Visualization and reporting frameworks
• This experience shaped my belief that analytics must be architected — not installed.
• That principle still drives how I approach modern GA4, server-side tracking, and product analytics today.
• I work best where analytics accuracy directly impacts revenue, experimentation, and growth decisions.

Jul 2012 – Jan 2015 · 2 yrs 6 mos · New Delhi Area, India

• I helped businesses design analytics implementations that reflected how their business actually worked — not just what tools collected by default.
• This role focused on translating business objectives into structured measurement strategies and implementing Google Analytics and Google Tag Manager setups that teams could trust for decision-making.
• Defined measurement frameworks aligned with business goals, KPIs, and user journeys
• Converted stakeholder requirements into clear tracking plans and event structures
• Ensured analytics implementations supported marketing, product, and optimization use cases
• Implemented and customized Google Analytics and Google Tag Manager configurations
• Designed scalable tagging architectures to support evolving websites and campaigns
• Developed custom JavaScript tracking for non-standard user interactions
• Integrated analytics with SEO, SEM, PPC, and conversion tracking systems
• Audited analytics implementations to identify tracking gaps and inconsistencies
• Fixed inaccurate or duplicated events affecting reporting and optimization
• Established data standards to improve consistency and long-term maintainability
• Improved reliability and clarity of analytics data across teams
• Enabled more accurate reporting, optimization, and experimentation
• Helped teams move from raw data to actionable insights
• Increased confidence in analytics-driven decision-making
• This experience shaped my approach to analytics:
• measurement strategy comes first — tools come second.
• I work best in environments where analytics accuracy directly impacts business outcomes.

May 2010 – Jul 2013 · 3 yrs 2 mos · New Delhi Area, India

• I worked with growing businesses to design, implement, and stabilize Google Analytics and Google Tag Manager setups that teams could actually understand and trust.
• My role focused on building measurement foundations, fixing tracking gaps, and training teams to move beyond surface-level reporting into data-driven decision-making.
• Designed and implemented Google Analytics & Google Tag Manager tracking architectures aligned with business goals
• Translated marketing and product requirements into reliable tracking plans and event frameworks
• Customized JavaScript-based tracking to capture user behavior beyond default analytics setups
• Audited existing analytics implementations to identify data gaps, duplication, and attribution issues
• Built visual reports and dashboards that made complex data actionable for non-technical teams
• Delivered hands-on Google Analytics and GTM training for marketing, product, and leadership teams
• Helped stakeholders understand what data they could trust — and what they shouldn’t
• Enabled teams to self-diagnose tracking issues and ask better analytics questions
• Improved data accuracy and confidence across marketing and reporting teams
• Reduced dependency on guesswork by establishing clear measurement standards
• Supported optimization, SEO, PPC, and CRO initiatives through reliable analytics foundations
• Google Analytics (Universal & Premium)
• Google Tag Manager
• Custom JavaScript tracking
• Google Ads & conversion tracking
• Reporting & visualization tools
• This role shaped my long-term approach to analytics: accurate data and shared understanding matter more than flashy dashboards.
• This experience is why I focus on analytics systems that support real decisions, not just reports.

Jan 2009 – Apr 2010 · 1 yr 3 mos · New Delhi Area, India

• I help teams build analytics systems they can actually trust — not just dashboards that look correct.
• In this role, I design and implement measurement frameworks that connect user behavior, conversions, and revenue across web, product, and marketing platforms.
• Design end-to-end measurement strategies aligned with business and growth goals
• Architect and implement scalable GA4 and Google Tag Manager (web & server-side) setups
• Translate business questions into reliable events, parameters, and data models
• Eliminate tracking gaps, duplicate conversions, and attribution inconsistencies
• Integrate analytics across marketing, product, and experimentation workflows
• Improved data accuracy and confidence for marketing, CRO, and product teams
• Enabled reliable funnel analysis, attribution, and experimentation decisions
• Reduced analytics discrepancies between GA4, ad platforms, and internal systems
• Helped teams move from reporting numbers to making decisions with data
• GA4, Google Tag Manager (Web & Server-Side)
• JavaScript-based custom tracking frameworks
• Conversion APIs & advanced pixel implementations
• Mixpanel & Amplitude for product analytics
• Looker Studio & reporting pipelines
• A/B testing & experimentation platforms (VWO, Optimizely)
• Accuracy before automation
• Measurement before dashboards
• Decisions before reports
• GA4 data doesn’t match Ads or CRM
• Conversions are missing or duplicated
• Tracking breaks during releases
• CRO or experiments can’t be trusted
• If analytics feels risky instead of reliable, this is usually where I step in.
• Note: I don’t work on generic analytics setups — I focus on systems where accuracy, attribution, and experimentation matter.

Nov 2008 – Dec 2009 · 1 yr 1 mo · New Delhi Area, India

• I help companies fix broken analytics and experimentation systems so growth, CRO, and product decisions are based on trusted data — not misleading dashboards.
• Audit and redesign GA4 and Google Tag Manager implementations to eliminate data gaps, duplication, and attribution errors
• Architect scalable tracking frameworks aligned with business goals, not vanity metrics
• Implement advanced event tracking for user journeys, funnels, and conversions
• Ensure analytics data is reliable enough to support CRO, A/B testing, and decision-making
• Diagnose and fix discrepancies between GA4, Ads platforms, CRM, and BI tools
• Design analytics systems that survive frequent releases, experiments, and platform changes
• Enable accurate A/B and multivariate testing by fixing event integrity and conversion logic
• Support experimentation platforms (VWO, Optimizely, etc.) with clean, test-ready data
• Ensure test results reflect real user behavior — not tracking noise
• Help teams move from “running tests” to “making confident optimization decisions”
• GA4, Google Tag Manager (Web & Server-Side)
• JavaScript-based analytics tracking
• Conversion APIs & advanced pixel implementations
• Mixpanel & Amplitude for product analytics
• Looker Studio & reporting pipelines
• Experimentation & CRO platforms (VWO, Optimizely, A/B testing tools)
• Accuracy before dashboards
• Strategy before implementation
• Systems before tools
• If your analytics or CRO data feels unreliable — or risky — that’s usually where I step in.
• Note: I specialize in complex analytics and CRO setups where data accuracy truly matters.