Soumya Banik

Product Manager

Bangalore Rural, Karnataka, India14 yrs 11 mos experience

Most Likely To SwitchHighly Stable

Key Highlights

Over 10 years of experience in Digital Marketing and Data Science.
Led strategic analytical products and marketing initiatives at Paytm.
Expert in optimizing media budgets and driving lead acquisition.

Stackforce AI infers this person is a Digital Marketing and Data Science expert with a strong focus on analytics and strategic growth.

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Skills

Core Skills

Data ScienceBig Data AnalyticsDigital Marketing

Other Skills

Senior Stakeholder ManagementCommunicationPythonBudgetingPay Per Click (PPC)Search Engine Marketing (SEM)Lead GenerationKeyword ResearchSegmentationStrategyLead ScoringCampaign PlansCustomer ExperienceOraclePython (Programming Language)

About

Blended profile of Digital Marketing and Data Science with experience of 10+ years in delivering strong vision & compelling customer strategies. Led digital, omni-channel strategy & analytics across real estate, finance, travel & FMCG domain. Have experience in running pay-per-click campaigns, keyword research, CRM – email/sms campaigns, direct mail, vendor onboarding & management, price negotiation, media budget planning, building KPI tracking reports, project management, user profile segmentation, market mix models, forecasting models, decision tree models, A/B test etc.

Experience

14 yrs 11 mos

Total Experience

2 yrs 11 mos

Average Tenure

5 yrs 3 mos

Current Experience

Paytm

Data Science Manager

Mar 2021 – Present · 5 yrs 3 mos · Bengaluru, Karnataka, India · Hybrid

Leading 5+ team members in delivering strategic analytical products across user growth,
engagement campaigns, search & logistics
Built category recommender system 0 -1 enabling user first approach in impression allocation
to Paytm categories
In-house Indic translation product fine tuned on LLMs (ChatGPT, Ai4Bhaarat)
Led targeted marketing initiatives & personalised UX creative charter, building 15+ personas
across Paytm’s diverse customer base & merchant network
Optimised Paytm Mall’s product delivery timelines

Senior Stakeholder ManagementBig Data AnalyticsData ScienceCommunication

Madison business analytics

Strategic Advisor

Nov 2019 – Mar 2021 · 1 yr 4 mos · Bengaluru, Karnataka, India

Design optimal media mix strategies across TV , OOT platforms, Print, Digital & Radio, driving client's market share / sales
Developed an end to end automated anaytics tool on Python IDE that does
Data harmonisation
Exploratory Data Analysis
Statistical models
Media Budget Allocation based on Linear Optimisation techniques

Communication

Altisource

Digital Marketing Manager

Jan 2015 – Nov 2019 · 4 yrs 10 mos · Bangalore, India

Altisource – (Owners.com & Hubzu.com)
Managed annually $10M marketing budget to drive lead acquisition, retention & nurture campaign
Growth Hacking Owners.com up from 3 to 8 US states
Collaborated with product, telephony & field sales team to optimise customer experience & improve funnel velocity.
Affiliate
Designed vendor evaluation strategy – estimated lead volume potential & quality, price & exit clause negotiation, customer journey mapping & API integration for vendor onboarding
Onboarded multiple vendors. Syndicate Hubzu listings to 30+ websites. Drove Owners leads
Set up end to end customer journey tests for different vendors to optimise conversions
Set-up daily KPI metric reports with vendors to monitor channel performance
SEM
Drove budgeting, campaign planning & execution strategies for Hubzu
Optimised landing page, ad-copy A/B tests.
Implemented keyword, day-parting optimisations
Set-up email/sms contact strategy based on user profile & sales funnel stage.
Analytics
Driven budget allocation by channel/geos and optimal lead generation
Set-up & monitor call-volume, opportunity wastage reports to optimise sales funnel velocity

Communication

Tata consultancy services

Senior Business Analyst

Jan 2014 – Dec 2014 · 11 mos

Responsible to drive client’s mobile browser engagement
Increased page views per session by 20% and session duration by 25% leveraging user profile segments and market basket model

Rategain

Principal Consultant

Jul 2013 – Jan 2013 · 6 mos

Designed price optimisation tool leveraging travel & hospitality revenue management strategy
Automated identification of promotional keywords with 90% accuracy from database with million records. 15% incremental client acceptance of pricing recommendations

Fidelity investments

Business Analyst

Sep 2010 – Jul 2013 · 2 yrs 10 mos

Drive broker acquisition & campaign effectiveness strategies of Fidelity’s IWS & NF business
Designed end to end cold call acquisition strategy of financial advisors. Business impact $300M
Optimised budget allocation across different marketing activities. Business impact $2M

Meritus group inc.

Business Analyst

Aug 2009 – Sep 2010 · 1 yr 1 mo

Implemented categorical forecast models of major FMCG commodities of Unilever across Afro-Asian markets. Business Impact Rs. 1 crore
Optimised marketing spends of Unilever, Pepsi & GSK leveraging market mix models