Darshit Parekh Email & Phone Number

Charlotte, Nc, Us

Data Strategy: Develop and lead the execution of an enterprise-wide data strategy that aligns with business objectives and drives innovation across all departments. This includes identifying key data initiatives, setting priorities, and establishing a clear roadmap for modernizing the organization’s data ecosystem.Data Integration: Design and implement a cohesive strategy for integrating customer data from various touchpoints (Marketing, Product, Sales, and Contact Center), ensuring a unified view of the customer that enables highly personalized and targeted engagement across channels.Audience Strategy & Identity Resolution: Develop a robust audience segmentation strategy and identity resolution framework that leverages first-party, second-party, and third-party data. This approach ensures a comprehensive understanding of customer behavior, preferences, and needs, enabling hyper-targeted marketing efforts and personalized product offerings.Data Infrastructure: Lead the transition to scalable and future-proof data platforms, such as cloud-based Customer Data Platforms (CDPs) and advanced data warehousing solutions, to support evolving business needs, large-scale data processing, and real-time analytics.Collaboration with Business Units: Work closely with executive leadership, Product, Marketing, Sales, and Contact Center teams to ensure the data strategy is aligned with business objectives and that the data infrastructure supports current and future growth, marketing initiatives, and customer engagement strategies.Advanced Analytics, AI/ML Integration: Drive the incorporation of advanced analytics, machine learning, and AI into the data strategy to enable predictive insights, automation, and personalized experiences that enhance customer journeys and improve business performance.Data Governance & Compliance: Establish enterprise-wide governance frameworks to ensure data integrity, security, and compliance with regulatory requirements (GDPR, CCPA, etc.)

Charlotte, Nc, Us

Marketing Operations and TechnologyLead MarTech Assessment: Spearheaded the evaluation of existing MarTech capabilities, collaborating closely with business stakeholders and engineering leadership to design and implement a foundational architecture that supports scalability and innovation at LendingTree.Enterprise Consumer Data Strategy & Identity Resolution: Defined an enterprise-wide Consumer Data Strategy, including Audience Segmentation and Identity Resolution, to ensure consistent alignment across all cross-functional teams and enhance targeted marketing efforts.Implementation of Digital Tracking Platform: Led the successful implementation of the tracking platform, standardizing and automating marketing campaign tracking across all channels. The platform also integrates cost and impression data from various partners, consolidating user session tracking, cost, and revenue into a unified framework.Multi-Touch Attribution Model: Drove the development of a multi-touch attribution model, leveraging platform and channel metrics to accurately track the customer journey's across various touchpoints, optimizing marketing spend and improving campaign performance.MarTech Optimization : Acted as a trusted advisor to key stakeholders, maintaining close collaboration to guide the ongoing development, optimization, and integration of MarTech platforms, ensuring alignment with business objectives and marketing goals.Accomplishments:Pioneered the implementation of the digit tracking & cost platform and led the development of a multi-touch attribution model, providing comprehensive insights into marketing spend, revenue, and customer engagement at the most granular level.Identified and capitalized on opportunities to optimize marketing spend, achieving a savings of $300k per month across key channels, including Display, SEM, and Social Marketing.

Charlotte, Nc, Us

Initiative: Customer Data Platform (CDP)Comprehensive Data Understanding: Develop a deep understanding of customer and marketing data requirements, focusing on how data is generated, collected, and utilized across LendingTree’s marketing ecosystem to drive business outcomes.CDP Strategy and Implementation: Define the technology strategy, architecture plan, and roadmap for the deployment of the Blueshift Marketing Customer Data Platform (CDP). Lead its implementation across all LendingTree brands, delivering personalized experiences via Email, Push, SMS, Texts, and Paid Media channels through strong collaboration with business stakeholders.Accomplishment: Successfully piloted the CDP implementation at LendingTree, resulting in a more than 1000% increase in revenue.Initiative: Media Operations PlatformHomegrown Ad Sales Platform : Spearheaded the design and implementation of a custom-built media operations platform that scales Ad Sales vertical. The platform integrates seamlessly across business lines, featuring a dynamic bidding algorithm that optimizes media slot placements for advertisers and publishers.Collaboration: Collaborated closely with Media Partnerships team to fully understand the ad sales process, identifying inefficiencies—such as manual processes between Marketing, Accounting, and ERP teams—that relied heavily on Google Sheets for reconciliation.API Development : Led the development of APIs to streamline data flow, pushing revenue, cost, and insertion order (IO) data while integrating Adobe Sign to automate document processes.Bidding Platform and Algorithm: Developed an intelligent bidding platform and algorithm that enabled smart ad placements and dynamic pricing, increasing the effectiveness and profitability of media sales.Interactive User Interface: Built an intuitive UI that enables dynamic slot placement and real-time schedule allocation, empowering teams to optimize media schedules and allocations in real-time.

Charlotte, Nc, Us

Initiative: First Generation Data Lake and BI InfrastructureBusiness Problem Solving through Data: Partnered closely with LendingTree business stakeholders to understand key business problems and processes. Applied data-driven insights to develop relevant metrics, data sets, and tools to address these challenges, ensuring alignment with business goals.BI Infrastructure & Tool Development: Collaborated with engineering leadership to shape and drive the development of a scalable Business Intelligence (BI) infrastructure, including data integration, warehousing, reporting, and analytics platforms to support enterprise-wide decision-making.Scalable BI Strategy: Led the creation of a robust BI strategy that empowered leadership to make informed, data-driven decisions, providing visibility into key performance metrics and operational efficiency.Product Management for BI Tools: Acted as product manager for BI tools and dashboards, ensuring a cohesive strategy across all BI products. Maintained consistency in dashboard design and data tables to provide accurate and actionable insights across teams.Effective Communication & Analysis: Customized communication for a wide range of audiences, interpreting complex data and analysis into clear, actionable information for both leadership and team members.Architecture Review Board (ARB) Participation: Actively contributed as a stakeholder in the Architecture Review Board (ARB), influencing the design and development of scalable, secure data architecture at LendingTree.Accomplishment: Led the design and implementation of LendingTree's first-generation Data Lake, establishing industry-standard practices for Data Security, Quality, Validation Frameworks, and Deployment Methodologies. Spearheaded the evaluation of streaming and integration tools, ensuring optimal performance and scalability.

Charlotte, Nc, Us

Initiative: Business Intelligence (BI) Project Management and OptimizationAutonomous BI Project Management: Independently managed the end-to-end delivery of BI projects for internal customers, including Marketing, Product, and Sales teams. Coordinated cross-functional activities to ensure project deliverables were accurate, met business requirements, and adhered to timelines.Strategic Innovation through Data: Stretched beyond traditional roles by leveraging engagement data and insights into future customer trends and products to propose new, innovative ideas to data leadership and marketing business partners, driving strategic value.Proactive BI Environment Management: Regularly evaluated the performance and operation of production BI applications, ETL pipelines, and related environments. Performed troubleshooting and optimizations as needed to ensure stability and performance.Team Leadership & Mentorship: Led, mentored, and coached junior team members on industry-standard design and coding practices. Fostered a culture of continuous improvement by promoting best practices in BI development and project execution.Accomplishment: Successfully decommissioned a legacy and sub-optimal marketing database, replacing it with a multipurpose customer database that supports omni-channel marketing use cases, improving operational efficiency and scalability.

Wilmington, Delaware, Us

Initiative: Business Intelligence Reporting & Optimization for AAACollaborative BI Reporting Implementation: Worked closely with Business Analysts to implement and optimize Business Intelligence reporting solutions, delivering predictive insights into AAA towing partners’ performance and their road service efficiency.Data Mart Design & Collaboration: Partnered with Database Architects and Senior Leads to design a comprehensive data mart that consolidated data from various AAA business lines, including Travel, Car Care, Trips and Tricks, and Insurance, enabling holistic reporting and analysis.Metrics-Driven Dashboards for Sales & Marketing: Developed and implemented metrics-driven dashboards to provide the Sales and Marketing organizations with critical insights into supply and demand trends, enhancing decision-making capabilities.Hands-On Technical Expertise: Applied hands-on experience in SQL Server Integration Services (SSIS) and Reporting Services (SSRS) to develop and deploy complex BI solutions, including custom reports and dashboards.Accomplishment: Successfully developed reports that reduced average wait times for tow request arrivals from over 30 minutes to 15 minutes. Additionally, the reports optimized service times for tow partners by 15%, significantly improving operational efficiency.

Business Intelligence Reporting using OBIEE

QA Automation - Mercury QTP and Selenium

Columbus, Ohio, Us

New York, New York, Us

Business Essentials

Masters, Computer Science

Bachelor Of Engineering (Be), Computer Science