As a Senior Manager at American Express, I leverage my my skills in Ad Tech to drive performance brand marketing and analytics across multiple portfolios and projects. I have over five years of experience in this field, working with various tools and platforms such as Google Ads, DV360, Campaign Manager, Search Ads 360, SQL, Python, PySpark, and Power BI.Some of the key initiatives that I have contributed to include US Cookie-Less Marketing (for B2C/B2B Credit Card, Personal Savings, and Business Checking), Paid Search Analytics for UK region, Uplift based marketing, IV based feature selection for targeting audiences, Geo-Clustering, and A/B Testing. I have also enhanced the Conversion Values Algorithm (Smart Bidding in Paid Search) using Python for optimization in tROAS bidding, and led Audience Affinity and Personalization initiatives for UK leveraging 1P data and Google audiences.Outside of work, I am passionate about learning more about climate change and its impact. I am currently a Fellow at Terra.do, a online school for climate action, where I am gaining knowledge and skills to take action on climate change. I am also certified in Environmental Data Analytics using R from Azim Premji University.