Hyderabad, Telangana, India
After several years designing optimisation and measurement frameworks in performance-driven digital environments, I transitioned into independent product development through the creation of MDU Engine, a decision-support platform for optimisation under uncertainty. I specialise in marketing analytics and decision systems — particularly how data sufficiency, signal stability, and downside risk should influence when optimisation actions are taken. My work focuses on improving decision quality in performance environments where short-window signals often lead to premature intervention. MDU Engine was conceived and architected to evaluate whether conditions justify optimisation before action, producing deterministic decision states (SCALE / HOLD / REDUCE / BLOCK) with explicit rationale and auditability. The platform reflects my broader interest in decision intelligence, human-in-the-loop optimisation, and responsible automation in analytics-driven systems. My earlier career centred on attribution, measurement architecture, and performance analytics across multi-market digital programmes. I designed cross-channel tracking frameworks, optimisation evaluation logic, and analytics pipelines supporting data-driven budget allocation and performance decisions. I am particularly interested in roles and collaborations involving: • Marketing analytics and attribution • Optimisation and experimentation frameworks • Decision-support systems • Measurement and performance data architecture • Responsible automation in digital optimisation environments
Conceived and architected a public decision-support system designed to evaluate whether performance data conditions justify optimisation actions in digital advertising and analytics environments. • Designed validation-gated decision framework assessing data sufficiency, directional stability, and downside exposure • Architected deterministic decision logic producing reproducible SCALE / HOLD / REDUCE / BLOCK states • Defined optimisation evaluation architecture prioritising defensible intervention over automated action • Established audit-ready decision classification and rationale outputs for traceable optimisation decisions • Led development and deployment of publicly accessible decision-support platform
Designed analytics and optimisation evaluation frameworks across multi-market performance programmes. • Built cross-channel attribution and measurement systems integrating GA4, server-side tracking, and platform APIs • Developed optimisation evaluation logic supporting budget allocation and scaling decisions • Engineered automated analytics pipelines and reporting infrastructure • Modelled performance signal behaviour and attribution impact across channels and regions • Implemented data validation processes for performance measurement reliability
* Managed Google Ads, LinkedIn Ads, and Meta Ads campaigns, increasing lead generation by 30% through targeted bidding and audience segmentation. * Conducted SEO audits, keyword research, and content strategy development improving organic search rankings and website traffic. * Developed and executed email marketing campaigns using Mailchimp and HubSpot, achieving a 20% increase in open rates and a 15% rise in CTR. * Created data-driven social media campaigns, enhancing brand engagement and client conversion rates. * Designed marketing materials using Canva, improving visual appeal and brand consistency. * Delivered digital marketing training sessions to upskill in-house teams.
* Assisted in executing SEO, PPC, and email marketing initiatives, supporting campaign effectiveness. * Managed PPC ad performance tracking, contributing to a 10% increase in website traffic. * Conducted market research and competitor analysis, identifying opportunities for brand positioning. * Applied fundamental SEO tactics to improve search engine rankings and website visibility.