Manisha Roy

Senior Marketing Analytics and Decision Intelligence leader with 12+ years of experience building and scaling analytics capabilities across ecommerce, consumer, retail, and fintech environments. Proven track record of developing marketing measurement frameworks, including Marketing Mix Modelling (MMM), experimentation, and attribution to optimize multi-channel investment and improve marketing ROI. Trusted partner to senior marketing and commercial leaders, translating complex analytics into clear, actionable insights that drive revenue growth, customer acquisition, and strategic decision-making.

Global Analytics and Performance Manager - Wella - London, UK

(2023-10)

• Applied advanced statistical modelling and predictive analytics to marketing and commercial optimization problems
• Worked as the primary interface between senior business stakeholders (Marketing, Sales, Digital, Legal) and data delivery squads, translating asks into user stories
• Designed and implemented a global marketing measurement framework across web, ecommerce, CRM and paid media channels, enabling structured ROI evaluation, incrementality assessment, and budget reallocation decisions
• Led experimentation and funnel optimization initiatives across digital customer journeys, partnering with product and engineering teams to improve front-end experience, conversion, and engagement
• Embedded governance for marketing investment effectiveness across digital and offline channels
• Led dashboard and report rationalization, retiring redundant assets and improving self-serve usability for 500+ users
• Embedded adoption and value tracking (usage, decision impact, time-to-insight), improving insight delivery speed by ~40%
• Designed incrementality and experimentation frameworks improving campaign ROI by 18%

Senior Data Consultant - Department for Education

(2023-05 - 2023-08)

• Led cross-functional teams of 75+ national-level data product governance across multiple policy and operational domains, covering intake, prioritization, lineage, and quality gates
• Designed business-layer-first data models enabling consistent KPIs and trusted performance reporting for senior civil servants and ministers; reducing data inconsistencies by 30%
• Operated as the translation layer between policy stakeholders and data/engineering teams, ensuring feasibility, readiness, and compliance before build
• Established design standards, documentation, and quality expectations to enable scalable, self-serve analytics delivery

Manager Analytics (Net Revenue & Pricing) - PepsiCo

(2022-09 - 2023-04)

• Led a central analytics function team of 20+ analysts, embedded across product, marketing, operations, finance, and supply chain teams, ensuring consistency in ways of working, metrics, and insight quality
• Integrated multi-source data pipelines using AWS, Snowflake, and Python
• Led Marketing Mix Modelling across 20+ markets, identifying underperforming channels and driving +15% market share growth
• Developed experimentation and elasticity models improving pricing decision accuracy by 22%
• Built pricing elasticity and marketing response models to quantify incremental ROI and guide cross-channel investment rebalancing across 20+ markets
• Embedded experimentation frameworks and forecasting models for revenue optimization
• Delivered pricing and performance dashboards with clear value cases and P&L linkage, supporting margin protection and long-term growth
• Built executive dashboards and models for customer behavior and segment analysis— informing strategic customer acquisition and retention plans using Power BI and Tableau
• Orchestrated Marketing Mix analysis using Python to assess the ROI of past communication and promotion strategies, contributing to a remarkable market share growth of +15%

Data Science Manager - HP (R & D)

(2021-03 - 2022-09)

• Led a global team of 25+ ML scientists, engineers, and architects delivering customer journey analytics and machine learning products across 20+ markets
• Led AI & ML development for customer behaviour modelling, improving retention by 19%
• Designed end-to-end funnel diagnostics, improving setup and activation rates by 14%
• Designed and deployed end-to-end ML pipelines using Databricks, Spark, Python, feature stores, and real-time scoring
• Improved activation and retention metrics through ML-based optimization
• Deployed forecasting models using Databricks and Python, enhancing revenue predictability and sales performance tracking
• Developed data products combining digital, behavioural, and sales datasets, enhancing product lifecycle understanding and go-to-market strategy
• Translated complex modelling outputs into clear, consumable insights for senior stakeholders

Manager Analytics (FinTech) - KreditBee (startup)

(2019-02 - 2021-02)

• Owned large-scale marketplace-like AI transformation across a high-growth fintech serving millions, leading 100+ cross-functional teams across analytics, engineering, and products
• Created Principal-at-Risk (PAR), roll rate, and vintage reports to monitor NPA and delinquency trends, directly supporting regulatory and investor reporting
• Built production-grade ML systems for acquisition, credit decisioning, delinquency prediction (PAR/roll-rate), and lifecycle modelling
• Acted as a strategic link between product, data, finance, and investor teams, ensuring alignment on growth and risk mitigation goals
• Created investor-ready reporting (NPA, delinquency, PAR) used for regulatory compliance and funding
• Directed production-grade ML delivery across acquisition, credit decisioning, and customer lifecycle
• Forecasted demand, optimized supply allocation, and improved match rates between products and user needs

Scrum Master/ Data Analyst - Tata Consultancy Services

(2016-07 - 2017-06)

• Led digital platform analytics, experimentation, and modelling. Supported product, engineering, and data teams delivering compliant and scalable digital systems
• Implemented Agile Scrum practices, improving team velocity by 20%
• Built insights dashboards tracking sign-ups, usage, and conversion behaviour for product stakeholders
• Delivered digital tracking foundations, web/app analytics implementations, and data engineering support for global platforms
• Designed and implemented executive dashboards that visualized key visitor metrics such as sign-ups and purchasing behavior, enabling informed strategic decisions
• Experience in agile methodologies and practices, including sprint planning and retrospectives

Senior Software Engineer/ Senior Business Analyst - Capgemini

(2014-03 - 2016-04)

• Led a team of 12 senior experts in front-end development, analytics, experimentation, and machine learning to deliver innovative solutions
• Designed real-time device monitoring dashboards, improving performance by 30%
• Drove product–legal–engineering collaboration to ensure ethical and compliant customer data use
• Delivered Lean/Kaizen process improvements increasing delivery speed and reducing operational waste
• Delivered data-driven productivity improvements for the GE project through detailed analysis and solution design
• Collaborated with product owners and engineering teams to translate business needs into technical solutions
• Developed best practices, documentation, and compliance materials to streamline project execution by applying Lean and Kaizen methods
• Led troubleshooting efforts to identify and resolve technical issues, reducing downtime by 20%
• Implemented new software solutions to streamline workflow processes, resulting in a 15% increase in productivity
• Conducted regular system audits and maintenance tasks to ensure data security and compliance with industry regulations
• Consistently took ownership of software quality assurance and maintenance

Technical Associate - Wipro

(2013-07 - 2014-02)

• Led troubleshooting efforts to identify and resolve technical issues, reducing downtime by 20%
• Implemented new software solutions to streamline workflow processes, resulting in a 15% increase in productivity
• Conducted regular system audits and maintenance tasks to ensure data security and compliance with industry regulations
• Consistently took ownership of software quality assurance and maintenance

Bachelor's - Electronics and Communications - Amity University, Jaipur (2009 - 2013)

Master's - Business Administration in IT Analytics & Product Management - Jaipuria Institute of Management, INDIA (2017 - 2019)