Bengaluru, Karnataka, India
Masters Degree in Industrial Engineering with 19 years of analytics experience in the financial services domain. Proficient in delivering, collaborating and managing teams to furnish insights, analytics, and business intelligence for customer servicing and marketing decisions. Currently, leading Phone analytics team focused on customer servicing, X-sell, and retention for credit cards portfolio. Experienced in credit card acquisition, usage management, digital marketing for existing customers, business development and merchant recommendation analytics.
- Acquisition strategy & marketing budget optimization - Digital acquisition enhancements on Citi and partner sites - Credit Line Management
Lead efforts to grow $100MM existing customer digital cross sell programs through Citi owned digital channels (online account management, mobile app and emails). Provided strategic and analytical support to manage online marketing of revenue generating offers, benefits and loyalty features; Improved digital engagement and decluttered online servicing to enhance customer experience.
Prepared analytical insights for Citi's acquisition of Costco portfolio with $10.5+ billion of credit card receivables. Managed analytics for 'Offers For You' on Citi mobile app. Coordinated with Visa and MasterCard to transfer transaction level interchange in Citi data environment. Developed strategy to tap and shift small ticket cash transactions to credit card fuelled by digital wallet adoption.
Developed several Life Event Triggers for our customers to segment and target highly relevant offers and services. Managed multiple merchant funded campaigns to test and learn customer behaviour. Produced transactional data mining analyses on customer online vs. in-store spend preferences across key spend categories and geographies and implemented them on merchant offer strategies.
Onboarding of IBM COGNOS reporting solutions for US Branded cards team and successfully migrated 100+ MIS to COGNOS platform. Designed and developed 50+ new MIS for US cards ranging from acquisition campaigns, balance & sales growth, portfolio analytics, spend diversity, price management, etc. Led standardisation of reporting elements across MIS and building strong critical to quality (CTQ) techniques.
1. Developed and implemented aggregation algorithm using transactional information across multiple sources to approximate individual US household level spending and merchant preferences which is unique at age, gender, household composition, income and ZIP-code 2. Developed Citi Banamex regulatory reporting module for their credit card portfolio
Designed & developed various repositories to aid cards campaign performance and regulatory reporting. Automated various reports generating 3+ FTE cost save opportunity. Produced Comprehensive Acquisition Repository System which is an one-stop solution for all acquisition campaign performance tracking. Generated Performance Review Writeups for audit and compliance tracking.