Ekta Jethwani

Marketing analyst with 3+ years growing campaign ROI, audience reach, and brand engagement across healthcare, ecommerce, and energy. Skilled in Google Analytics, SQL, Python, HubSpot, and Power BI — delivering measurable results through data-backed strategy and cross-functional collaboration.

Marketing Analyst at UHS – University Health Services, UMass Amherst (2025-05 – Present)

• Managed and launched social media campaigns across platforms, analyzing reach and sentiment to drive a 20% increase in audience engagement.
• Built Power BI and Excel dashboards to track email campaign CTR, open rates, and faculty and student engagement, enabling real-time visibility into which campaigns were working and which were not.
• Developed a Python model analyzing UHS encounter data to detect usage patterns and forecast patient demand, improving operational staffing planning accuracy by 15%.

Business Analyst at Pakistan State Oil (2024-03 – 2025-01)

• Maintained daily SQL and Excel dashboards tracking corporate card KPIs — bank card sales, transaction volume, liters sold, and receivables — giving management real-time visibility into Cards Division performance.
• Analyzed year-over-year Cards Statistical Reports across B2B, F&CC, GOP, and NGOP segments to surface trends, directly informing decisions that reduced corporate client costs by 10%.
• Drove corporate brand partnership expansion through targeted outreach and relationship management, growing client retention by 20% and securing 20+ new B2B partnerships.

Marketing Analyst at Daraz (Alibaba Group) (2023-06 – 2024-03)

• Planned and executed influencer marketing campaigns, managing 50+ creators and tracking KPIs (CTR, ROI, engagement rate) across the customer lifecycle, expanding brand reach by 25%.
• Produced monthly customer sentiment reports using social listening tools to track brand perception and guide campaign strategy, improving campaign ROI by 20%.
• Monitored website performance using Google Analytics to identify traffic gaps and recommend SEO and UX improvements, driving measurable growth in organic visibility.

Marketing Intern at Martin Dow Marker Ltd (2022-06 – 2022-07)

• Conducted competitive research and consumer insights analysis to shape the national go-to-market strategy for Evion, contributing to a successful PKR 2B drug launch.
• Created Excel and Power BI regional budgets and dashboards for cross-regional sales teams, enabling data-driven planning across Pakistan.

MS in Business Analytics – University of Massachusetts Amherst, Isenberg School of Management (2025-01 – 2026-05)

BBA in Marketing – Institute of Business Management, Karachi, Pakistan (2023-05)