- Drive cross-functional teams across product, engineering, and marketing to drive product, marketing, and business KPIs & measurement framework.- Starting in 2023, I have been appointed as the Global Measurement lead for Facebook + Instagram Reels (for the Global Business Marketing Org) . As a Reels measurement lead , I am involved in product opportunity sizing, data foundation , experimentation & causal inference analyses for Reels to understand and improve the revenue impact of marketing campaigns.- Own key data pipelines, data engineering, reporting infrastructure, KPIs, data science solutions and A/B Testing framework to support marketing measurement analytics. Responsible for key operational assets – models, clusters, measurement framework and high-level communication to help Meta generate revenue from its millions of advertisers

• Built a Time series model with additional regressors on Python ( Pandas, Statsmodels, Scikit Learn, Seaborn, FB Prophet) to understand the incremental impact of marketing dollars + sales incentives on Google hardware's sales volume• Working on a dataset with data from ~4 Bn Google users worldwide (aggregated, no PII used) to build a propensity model for Pixel (Logistic Regression using Keras Artificial Neural Network, AutoTFX), suggesting cohort of users likely to convert from a non Pixel to a Pixel user; Leading the end to end development of the model right from Data Extraction to Feature Engineering to modeling

Managed a team of Analysts (2) driving measurement and optimization of Google Hardwares’ online marketing initiatives across 3PR channels globally. Lead projects to help identify growth (sales and/or engagement) opportunities across online and traditional marketing channels• Lead analytical efforts to improve Marketing Return on Investment (ROI) from Third party Channel Partners (Channel partners including Best Buy, Target, Amazon, Walmart etc.) for the global hardware business (AMER, EMEA and APAC) at Google• Created a global eCommerce Optimization scorecard for Google's Devices and Services business that helps Google Optimize its Brand presence on 3P websites globally; The tool was recognized as a breakthrough Digital Optimization initiative in Google CMO's companywide marketing Newsletter• Lead Global social marketing measurement for Google's hardware business across Google's first party social media channels on platforms including Twitter , Facebook , Instagram etc. ; responsible for organic & paid social strategy and measurement• Support the marketing team with campaign analysis, funnel analysis, LTV modelling, customer life cycle analysis, segmentation analysis, and A/B tests• Lead Campaign planning across 3PR channel partners globally by recommending target audiences, Creative strategies, Promotion strategies etc. to ensure marketing dollars lead to sales maximum sales impact

My Role as an Analytical Lead involved consultative selling of Google's advertising products to CXOs/Digital heads at our Indian eCommerce clients thus helping our advertisers to optimize their digital marketing spends. I managed a portfolio containing 2 of the 5 biggest horizontal e-commerce players in India

• First member of the 'Merchant Analytics' team at MasterCard Advisors India• Consulted on-site for a leading South African retailer• Recommended optimal product assortment to a leading South African retailer on the basis of extensive grocery shopping analysis in the Cape Town region• Created a Churn prediction model to help the client identify and reactivate customers most likely to churn; churn reduced by 10% YoY• 2 Patent Inventions Approved at USPTO • One of the 4 selected members for a project under the 'MasterCard Labs' banner (MasterCard A-Lab 2.0)

Macy's Merchandising Innovations Team (Retail Practice)• Analyzed omni-channel (online and instore channels) customer purchasing behavior to create visits segmentation; segmentation successfully rolled out to all 850 Macy’s stores in the US for use across varied product targeting campaigns• Worked on targeted media solutions providing hands-on expertise in customer data manipulation and interpretation thus enabling clients to communicate with relevancy, driving sales and customer loyalty• Switch to Partner Analysis: Worked on a project to understand how switching/burning retail loyalty points with third party partners affects loyalty when compared with customers who burn points at the retailer for cash rewards. The analysis was done basis a Test-Control methodology. - Test Group: Customers who switch at third party partners - Control Group: Customers who switch at the retailer for cash rewards• Advised a leading manufacturer on making its search algorithm, on Macy’s, more efficient, therefore maximizing the basket additions for the brand, based on Omniture click-stream data analysis

• Market landscape assessment and pricing analysis for the fifth generation antibiotic Sulbactomax in Europe• Analyzed the impact of a new product launch, on the category and the brand, by comparing the category and brand performance in the limited launch stores (Test stores) versus their performance in suitably selected control stores• Structured & designed modules for a 2-day skill development workshop; trained a batch of 18 graduates• Developed an interactive VBA dashboard for a leading FMCG manufacturer that helps to analyze data both numerically and graphically within minutes based on selections made by the user