Mukul Kothari

Analytics and business intelligence leader with 11+ years of experience building reporting functions, data platforms and decision frameworks across e-commerce, fintech and global education services. Led analytics teams of up to 5 and delivery across 13 international markets, owning strategy, governance and executive reporting to CTO, CEO and VP stakeholders. Track record of translating analytics into measurable commercial outcomes, including a 12% reduction in global customer acquisition cost, retention improvement from 35% to 43%, and 10% growth in new customer acquisition at flat marketing spend.

Hands-on with SQL, Python, Snowflake and modern BI tooling.

Head of Analytics - AECC Global

(2026-01 - 2026-06)

Lead Business Analyst (led the analytics function) - AECC Global

(2024-10 - 2025-12)

• Analytics Leadership: Led the end-to-end analytics, MIS and reporting function reporting to the CTO, presenting monthly funnel health, market-level performance and strategic insight to the CEO and executive sponsors.
• Team & Delivery: Managed a 4-member analytics team and delivery across 5 cross-functional squads supporting 13 global markets, sustaining business continuity for 13 months following the Analytics Director's departure.
• Marketing Attribution: Built paid and organic attribution models from scratch across 13 markets and ran source-destination-intake mix analysis, achieving a 16% reduction in CPC, 12% reduction in global CAC and 8-20% CAC improvement in individual markets.
• BI & Dashboarding: Architected the SQL-based funnel query layer powering 10+ self-service dashboards for counsellors, managers and C-suite stakeholders, supported by geo, seasonality, cohort and conversion analysis.
• Data Platform Ownership: Served as Product Owner for the Snowflake implementation, enabling CRM ingestion across 6 modules, supporting Silver and Gold layer development, and managing vendor relationships with Snowflake, Fivetran and Minerva Data.
• Governance & Operating Model: Defined the analytics roadmap against company OKRs, established governance and dashboard validation standards, introduced JIRA-based request intake, estimation and prioritisation SOPs, and instituted a monthly Analytics Steering Committee as the primary prioritisation forum.
• Measurement Frameworks: Established GA4, Google Search Console and Google Business Profile frameworks from scratch and used Airbyte historical ingestion to unlock 100+ analytical signals, improving organic CTR by 44 bps and conversion by 29 bps through RCA-led optimisation.
• New Market Enablement: Designed the Lead-to-Meeting measurement framework for the Philippines and Nepal, including dialler performance and CRM baselining dashboards to track enquiry-to-meeting conversion.

Analytics Lead - Flipkart (Shopsy)

(2022-03 - 2024-10)

Senior Business Analyst - Flipkart (Shopsy)

(2019-06 - 2022-03)

• Analytics Leadership: Led a 5-member analytics team, expanded from 2, working on India-scale transactional data and owning analytics strategy, instrumentation, statistical modelling and weekly executive reporting on growth, retention, supply-demand and business performance for VP leadership.
• Marketing Mix Modelling: Built and deployed an in-house Marketing Mix Model in Python and SQL across paid, organic and CRM channels with scenario simulation, driving 10% growth in new customer acquisition at flat marketing spend and supporting quarterly VP Marketing planning.
• Churn & Retention Modelling: Developed an XGBoost churn prediction model with customer LTV projections, model validation, explainability and lifecycle monitoring, increasing retention from 35% to 43% and establishing CAC threshold and payback decision frameworks.
• Experimentation: Designed and implemented the A/B experimentation framework incorporating power analysis, significance testing, guardrail metrics and geo-holdouts, achieving a 15% improvement in customer activation and reducing returns and cancellations by 7 percentage points.
• Revenue & Customer Insight: Increased revenue per customer by 10% through high-spend segment analysis and improved NPS from 55 to 63 in collaboration with Customer Experience teams.
• Commercial Analysis: Produced a platform cannibalisation study using synthetic-control counterfactual analysis demonstrating 13% higher net revenue per customer, forming the commercial case for continued platform investment.
• Supply Chain Analytics: Performed basket affinity analysis using association rules on catalogue-scale transactional data, operationalising insights into warehouse slotting strategies that increased blended units per shipment by 7%.

Business Intelligence Developer - Zeta India

(2018-01 - 2019-05)

• Built and maintained business intelligence reporting and dashboards supporting business stakeholders.

Senior Business Analyst / Business Analyst - Affine Analytics

(2015-05 - 2017-12)

• Delivered client-facing analytics and reporting engagements.

Bachelor of Technology (B.Tech) - Computer Engineering - Sardar Vallabhbhai National Institute of Technology (SVNIT) (2011 - 2015)