Over 10 years of experience in data-driven market insights, business intelligence & consumer understanding. As an Analytics partner, I enable clients to make informed strategic & tactical decisions on a variety of areas ranging from Product Pricing, Distribution, Media investments, Promotions, New Launch feasibility, creative optimisation, ROI maximisation, product assortment mix, brand portfolio optimisation, share protection, demand planning and penetration building to name a few.All the above require a deep understanding of the client's business & data landscape combined with a flair for powerful visualisations & compelling narratives. I wear multiple hats at my current position.As the lead for Advanced Analytics practice I help democratize advanced analytics to brand, category managers & executive leadership, enabling them to make the right marketing decisions at the right time, helping improve their ROI in the short term & set the stage for growth in the long term.As the lead for Innovation & New Framework development, I tackle new & unique business problems, including long term impact of media using soft metrics, splitting sales forecast by penetration & consumption, breaking up media impact into their extremely granular components, optimizing promotion plans to drive ROIAs the Commercial Lead I help manage the revenue stream & provide forecasts for the accounts basis the business potential. I also respond to RFPs & present our offerings at pitches to acquire new clients.Helping me achieve these challenges are tools - R, Python, SAS, Excel & a good understanding of the AWS ecosystem & its services. I have previously worked with Tableau, Power BI, & have led the development of multiple html based dashboards. Techniques I employ include Bayesian modelling, OLS, PCA, Clustering, machine learning techniques such as Random Forest, RNNs, convolutional nets, gradient boosting and model ensembling. I have lead a global cross cultural team of over 30 analysts, managers & data scientists.The world of analytics is large & rapidly evolving, there is always a new challenge to pick up and I seek the next one.