Specialist — Marketing Analytics at FRESHWORKS (2024-07 – Present)
- Drove strategic analyses and presented data-driven insights to senior leadership, seamlessly translating complex datasets into actionable recommendations that optimized future planning and investment decisions in the form of weekly/bi-weekly/monthly reviews.
- Extracted insights from large data sets to refine attribution models across the customer journey, establishing end-to-end measurement that reduced measurement bias by 18% and accurately tracked conversion contributions.
- Designed and developed a Power BI dashboard to proactively surface comprehensive account intelligence by integrating account-based marketing (ABM) performance metrics and account-specific signals, enabling sales teams to effectively identify and target high-value user segments.
- Partnered with cross-functional teams to analyze the impact of user acquisition initiatives on customer conversion rates, lifecycle growth, and overall revenue generation.
- Designed and interpreted experiments to measure channel performance (e.g., analyzing the impact of pausing search ads), uncovering a 25% decline in top-of-funnel metrics and driving data-backed decisions to reallocate spend.
- Monitored and proactively surfaced trends across key business metrics including top-of-funnel session volume, signup-to-demo conversion rates, and regional campaign performance to evaluate landing page efficacy and optimize the broader user acquisition journey.
- Synthesized complex datasets to evaluate budget-versus-actuals, segment-level booking goals, and SEM budget allocations, managing comprehensive data deliverables for executive business reviews to inform quarterly demand generation strategies.
Senior Analyst at LATENTVIEW ANALYTICS (2020-10 – 2024-06)
- Developed and deployed a regression model in Python to predict Gross Bookings and merchant churn. The model contributed ~$300K in monthly revenue by preventing churn for ~20 high-profile merchants for a B2C Marketplace client.
- Restructured and optimized merchant lifespan calculations using advanced statistical techniques such as the Geometric Distribution, leading to adoption by regional teams for LTV estimation and subscription fee modeling.
- Engineered data warehouse by transforming raw Salesforce data into structured, accessible tables, enabling analysts to efficiently access clean data for downstream BI tools.
- Developed Tableau dashboards to present results of process automation and automated insight generation, providing leadership with actionable KPIs and streamlining decision-making processes.
Analyst at LATENTVIEW ANALYTICS (2019-04 – 2020-09)
- Automated product categorization using deep learning (CNN) and NLP pipelines, cutting manual effort by 2 weeks per cycle and improving categorization accuracy to 80%.
- Utilized NLP and fuzzy matching techniques, alongside Random Forest and SVM, to automate text classification for product categorization. Improved the volume of categorized products by 74% with 90% accuracy.
- Created Power BI reports to track product performance and communicate seasonal findings to senior management, enhancing insights into customer purchasing patterns and driving strategic decisions.
Analyst at IBM (2016-06 – 2017-06)
- Worked extensively with SQL Server for backend development, including advanced SQL tasks such as writing functions, views, triggers, and maintaining process flow, ensuring data quality and operational efficiency.
