• Led the integration of Klarna's Sales and Marketing investments by establishing consistent KPIs to measure effectiveness. This simplified method allowed the company to assess investments, improve strategies, and increase ROI• Pioneered a 2024 Budget model centered on spend performance, leveraging regional and activity-based benchmarks to enhance decision-making and post-analysis• Analyzed Customer Acquisition Cost (CAC) across marketing channels, integrated this data with customer profitability and purchase-intent to hyper personalize the CRM • Played a pivotal role in the core team tasked with fielding investor inquiries throughout the capital raising phaseKey Achievements:Received Critical Talent Award from the CMO in recognition of building innovative and scalable marketing tools.Utilized insights from CAC analysis and marketing infrastructure to drive a significant strategic shift towards profitability in the second half of 2022.

Spearheaded the development of marketing activities and tools to optimize the Klarna Consumer Network's growth, engagement, and monetization.• Led P&L responsibility for the Consumer Domain, overseeing financial performance and strategic initiatives, setting up targets and KPIs• Engaged with senior leadership to establish and execute long-term company objectives, aligning business strategies with overarching goals • Conducted in-depth assessments of marketing campaigns and Loyalty program to pinpoint value drivers & optimize resource allocation

Responsible for driving the Analytics (both top line and revenue growth) and supporting leadership team as internal strategy consultant; Main areas of focus: Product, Marketing, Monetization, Buyers, Inventory, Insights • Operationalized insights and advance analytics to form the basis of local strategic initiatives and product planning; e.g. FMCG initiative, Inventory gaps; Buyer engagement• Repurposed Coupons strategy to increase purchase intent; introduced artificial control mechanism to test & improve product and marketing initiatives• Actively liaised with the product team in US and EU to optimise revenues from advertising and improve buyers trust• Developing framework to quantify the cumulative impact of local initiatives on UK businessKey Achievements: - Listing’ aspects improvement work with product lead to 2% growth in targeted categories- 2020: Critical Talent Award by CEO for contributions to UK business and Buyers Strategy

Head EU Monetization Analytics- Main areas of focus: Revenue Management, Seller Churn & Seller Price Sensitivity• Liaised with Product, Operations, Business, Insights and Finance to provide & implement end to end pricing solutions• Designed Pricing Simulator to quantify the revenues and risk from pricing changes• Improved the efficiency of seller-pomotions by more than 50% by testing hypothesis on AB testing platform quantify the initiatives• Designed Quantification frameworks for experiments where there is an interference between test and controlKey Achievements: - 2017: Created comprehensive seller research and, based on the research, facilitated one of the biggest price change in Europe and landed it spot on- 2018: EU Pricing Analytics team was selected as top 3 teams in eBay that have the biggest impact on business globally- 2018: Individual recognition for Global Analytics Award for “WE ARE INVENTIVE”

EU Customer to Customer Business Analytics Lead- Revitalised C2C business and played a pivotal role in setting up the analytics team and quantification platform. Main areas of focus: Demand-Supply Gap, Promo targetting and planning, Listing flows, Segmentation and Quantification• Designed and implemented AB testing framework for sellers to quantify the effect of product changes, promos and campaigns • Identified drivers of growth of consumer to consumer sales and set up experiments validate and quantify the initiatives• Lowered fees to boost the supply that resulted in 10 percentage points improvement in C2C business• Initiated consumer sellers segmentation to better target promotionsKey Achievements: - 2016 & 2017: Improved consumer-seller promotion incremental sales 4 folds to $1B in just 2 years. In 2017 C2C promotions became the biggest EU initiative- 2017: Nominated for Global Analytics Award for “WE ARE INVENTIVE” & “WE ARE COURAGEOUS”

EU Buyer Experience Analytics Lead- Provide actionable insights to business and strategy teams to improve buying experience. Main areas of focus: Search (Front and Back End), Browse, engagement, mobile, checkout, AB tests & pre-post analysis• Developed Pre-Post analysis framework to quantify effect of product changes and campaigns • Spearheaded buyer engagement analysis to understand customer journeys, highlight key pain points and generate ideas to improve the current flow• Quantified impact of weather on traffic and customer engagement• Developed analytical framework to quantify the incrementality of cross border trade (esp. imports from APAC region)• Other responsibilities:- Liaise with finance team to connect dots between product changes and business performance- Key Member of Project Management Tool (Clarizen) customization and adoption team

Lead Analyst- Demand Forecasting (Set-up forecasting team and processes; created business opportunity of US$ 3mn in less than 2 years)• Analysed sales data in context with macroeconomic indicators, surveys and local expertise of country teams to develop long term demand projections for consumer electronics • Identified and quantified key consumer metrics and demand drivers that influence buyer purchase behaviour viz. price elasticity, local events, GDP, consumer confidence et al.• Quantified cross category/sector cannibalization rates and trade-offs • Designed and conducted surveys to keep abreast of latest technology and consumer trends, thereby understanding new trends and adoption rates of emerging technologies• Other responsibilities:- Pre sales/ marketing: Met prospects/clients; among important ones are Samsung & Sony- Project management: Generated bi-annual forecasts for 72 consumer electronics categories after incorporating feedback from country teams and changes in economic scenariosKey Achievements: - Setup forecasting team and processes from scratch in a record time - Created business of US$ 3M in less than 2 yrs

• Triangulated sell-out data with publicly available information to analyse and produce Handset sector bi-weekly and quarterly analysis for a Top Tier Buy Side client base• Wrote and presented research reports to Hedge Fund PMs / tech analysts• Developed shipment model to track inventory and estimate shipments for handsets by vendors and by key models

• Analysed and prepared business plans for M&A / divestment opportunities; participated in the divestification of AXA IM’s ETF business in France and Luxemburg• Assisted in management of capital allocation and cash flows optimisation within the Group• Carried out due diligence on listed asset managers and M&A transactions in the sector

• Developed ‘probability-weighted’ valuation model, using Monte-Carlo simulation, to capture additional risks present in developing economies, used for acquisition of an Argentinean company• Developed valuation and cash-flow model for complex offshore servicing projects, simulated sensitivity and downturn analysis to review risk-hedging strategies for projects• Optimised resource utilization and brought the models in line with IFRS accounting guidelines

Revitalised all India retail liabilities portfolio and played a pivotal role in setting up a dedicated sales channel for wealth management- Conduct market studies to introduced series of innovative business accounts with inbuilt credit facilities to penetrate into small and medium size enterprise market leading to bank’s dominance in the selected segments - Commercialised Priority Banking and deposit products for non-profit organisations- Developed transfer pricing model to track income generated from outflow of deposits to other departments- Restructured liabilities products and streamlined value chain after the merger with Bank of Punjab - Exceeded pan-India liabilities target of $1.5 bn by over 10% through continuous product trainings and promoting ‘Balanced Sales Approach’- Played a pivotal role in developing ‘Financial risk profiler’ to boost cross selling of wealth management products to high-end customers thereby increasing productivity of sales channel by over 50%

Provided analytical and product support to branches and sales channels Product Manager- Savings products (2005-2006) - Launched customized Savings products to the niche segments resulting in increase of 20% market share- Recruited and managed a team of 30 dedicated relationship managers Analyst- Retail Banking (2003-2005) - Designed ‘Activity based costing’ for retail banking activities to identify main transaction costs, leading to an introduction of new pricing strategy and 15% increase in portfolio’s profitability- Developed credit score model for personal-loan segment, reducing lead time by 75%- Implemented resource based budgeting for sales channels, translating into savings of $10 mn per year- Developed mathematical models for a typical retail branch, resulting in efficient resource utilisation and faster market penetratio

- Conducted market opportunity analysis for e-Education in American and European markets- Consulted market research for IDA Singapore to identify market segments in IT sector in India

Setup first of its kind computer hardware dealership in rural areas of North India- Conducted more than 50 awareness campaigns in rural educational institutions for introducing computer education- Established 5 rural franchisee computer education centers for Wipro India Ltd.