Sep 2024 – Present · 1 yr 9 mos · Bengaluru, Karnataka, India · On-site

• Led a global overhaul of Dell’s Test & Learn (T&L) program by centralizing operations and embedding scientific rigor to enhance marketing decision-making:
• Unified T&L governance and execution under a single framework.
• Defined criteria to distinguish Tests vs. Pilots with clear, testable hypotheses and a priori expectations.
• Designed robust experimental setups (A/B, multivariate, incrementality) ensuring ceteris paribus conditions.
• Established benchmarking protocols using external comparators; calculated sample sizes via CPM/CPC metrics.
• Mapped funnel-stage KPIs to ensure sufficient data volume and defined statistical power/minimum detectable effect to reduce Type I/II errors.
• Enabled real-time data integrity monitoring.
• Introduced multi-group comparison frameworks (e.g., A/B/C testing) with Bonferroni corrections.
• Executed 110+ Tests and Pilots, managing $2M+ quarterly budgets across key pillars: audience, creative, inventory, KPIs, and landing pages.
• Assessed true incremental impact of media vehicles contributing up to $150M in quarterly last-click revenue using match-market tests and robust regression in pilots.
• Validated global scalability through cross-country Tests and Pilots.
• Applied advanced statistical techniques to deliver insights adopted by SVP-level leadership.
• Engineered triangulation framework integrating Media Mix Modelling (MMM), T&L outcomes, and media planning.

Apr 2024 – Present · 2 yrs 2 mos · Bengaluru, Karnataka, India · On-site

• Serve as the sole marketing analytics lead for Dell India, driving media performance evaluation, investment optimization, and outcome forecasting through advanced MMM techniques. Influence global analytics by combining advanced analytics, research, business forecasting, data wrangling, and model building with RStudio and Python.
• Built and refined regression and Bayesian models to ensure data accuracy and deliver actionable insights.
• Designed a Power BI dashboard to automate MMM data collection and validation (INSPIRE award).
• Integrated generative AI into team workflows, enhancing efficiency, stakeholder communication, and strategic output.
• Streamlined global media, URM & RAD data collection by designing standardized templates and Shiny apps for validation, reducing QC time by 80% (INSPIRE).
• Enhanced email data analysis in MMM by integrating BU splits, Gaming data, Alienware Arena metrics, and refined revenue categorization.
• Standardized global media taxonomy with Dell and across platforms (Google Campaign Manager, vendors, Allocadia).
• Developed global ROAS reporting to support Dell–Google partnership discussions (INSPIRE).
• Collaborated with MSAs and GTM to recommend Google investment strategies for boosting annual marketing-driven revenue by $7.5M (INSPIRE).
• Improved MMM optimization tools with Nielsen, enhancing UI and reducing tool runtime by 30% (INSPIRE).
• Supported team leadership as proxy for Director: led global meetings, planning sessions, and team-building initiatives; prepared strategic summaries for Senior Director (INSPIRE).

Feb 2021 – Mar 2024 · 3 yrs 1 mo · Bengaluru, Karnataka, India · On-site

• Led MMM strategy for India GTM, analyzing $73M in media spend and $3.14B in revenue to optimize ROAS across Dell.com, Small Business, and Dell’s largest retail model globally.
• Delivered quarterly and annual investment recommendations for digital and offline media, influencing SVP-level cross-country decisions (INSPIRE).
• Conducted detailed halo effect analysis across BUs and recommended optimal DCR:DCV budget split to balance short-term revenue generation with long-term brand building.
• Introduced India’s first Etail MMM (Amazon + Flipkart), Long-Term Models, and RAD-based frameworks to enhance acquisition and strategic planning (multiple INSPIRE awards).
• Spearheaded integration of On-ground marketing data into Retail MMM and Lead Gen data into Small Business MMM, improving model accuracy and relevance.
• Led zero-segmentation adaptation in MMM across BUs, accelerating Dell’s data-driven future planning setup (Game Changer 1 award).
• Revamped Retail MMM coverage from 50% to 100%, significantly improving model robustness and GTM confidence (INSPIRE).
• Forecasted 5-year revenue for Consumer and Small Business segments, identifying gaps to AOP and estimating required investments to close them.
• Drove adoption of Multi-touch Attribution in India CSB as a core reporting metric.
• Identified vendor-side pain points in MMM data collection and designed a unified template, reducing data processing time by 20%.
• Aligned India’s media campaign taxonomy with global standards, enabling consistent deliverables and best practice sharing.
• Improved BizOps reporting through continuous GTM need evaluation, leading to automation of reporting.

Mar 2020 – Jan 2021 · 10 mos · Bengaluru, Karnataka, India · On-site

• Led deep-dive analytics for BAU and LCM email campaigns, enhancing reporting practices and driving performance improvements across three regions.
• Designed and implemented A/B, frequency, day/time, and multivariate testing frameworks to optimize open and click rates.
• Conducted global performance analysis across 11 markets to enable cross-pollination of best practices (INSPIRE)
• Developed the Email Prioritization Matrix and accessibility guidelines for HTML templates, improving user experience and stakeholder alignment (INSPIRE).
• Spearheaded analytics for Dell’s first SMS Pilot, recommending audience data strategies and integration with email—recognized by Senior Director in global all-hands.
• Transitioned reporting from Tableau to Power BI, collaborating with regional leads and incorporating BrightWave recommendations.
• Proposed advanced multivariate testing strategies to further refine email optimization.