Gurgaon, Haryana, India
With over a decade of experience in digital marketing and analytics, I currently serve as a Senior Product Consultant in Commerce at Google. My role focuses on designing and implementing advanced go-to-market strategies to support advertisers in optimizing their ad performance and aligning campaigns with business objectives. I specialize in digital marketing analytics, project management, and go-to-market strategy, leveraging my expertise to deliver impactful outcomes. Previously, I led advertising analytics and measurement for Google EMEA, contributing to significant revenue growth by influencing multimillion-dollar business decisions. My passion lies in empowering teams and organizations to adopt data-driven practices, ensuring measurable success across digital platforms.
• Leading advertising analytics and measurement for Google EMEA, resulting in 45% YoY revenue growth by influencing $25M business each quarter. • Shaped Ads measurement product roadmaps such as Media Effectiveness using incrementality and attribution. Built frameworks to effectively track and optimize ad performance, ensuring alignment with client business goals and maximizing efficiency. • Created over 50 Joint Business Plans (JBPs) in 12 months, achieving a 60% success rate and a 50 bps improvement in growth rate.
• Built and led a cross-functional team of 8 CRO specialists to enhance digital performance. • Developed and implemented A/B testing strategies to optimize user engagement. • Evaluated testing outcomes, achieving a 60% uplift in conversion rates across COTY's platforms. • Collaborated with stakeholders to align testing initiatives with business objectives.
• Customer Experience Optimization (CXO): Led end-to-end personalization and user journey strategies—from behavioral segmentation to hypothesis testing—delivering key conversions like a 2.2x conversion rate increase on a hospitality checkout funnel and a 14% AOV lift through targeted family-focused journeys. • Business Intelligence & Analytics: Engineered unified visualization architecture, including streamlined Datorama media dashboards and full-funnel (Acquisition, Engagement, Conversion) Google Data Studio tracking for enterprise hospitality clients. • AI/ML & Data Strategy: Implemented machine learning models for advanced customer segmentation, affinity analysis, and automated predictive dashboards to drive personalized recommendations, regional demand forecasting, and high-intent customer mapping.
• Optimisation of leading hospitality brand tickets checkout funnel for higher conversion rate by analysing exit customers behaviour. Potential business impact of 2.2X increase in conversion rate • Visitors with kids’ analysis for identifying customer decision making cycle changes and offer differential treatment to customers based on behavioural activities. Potential business impact of 14% increase in Average Order Value • Automobile industry use case driven automated BI dashboard that helped identify Audience affinities towards different car categories, predict demand for future, optimize accessory recommendation, identified regional affinities for different car types, detecting best combinations of high value action to predict the customer intent.
• Consulted with Indigo Airlines to enhance revenue and optimize costs for improved profitability. • Led the implementation of a real-time Abandon Cart strategy, contributing approximately 1% to total revenue. • Conducted a Product Class analysis that resulted in discontinuing underperforming fare types, adding another 0.5% to revenue. • Developed automated Tableau dashboards to streamline data flow across departments, enhancing decision-making processes.
• Led an 8-member team to enhance business relationships with three US-based Fortune 500 clients. • Transformed the delivery model from an offshore reporting team to an analytics partner, driving incremental business. • Delivered approximately 5% incremental revenue for Mattel through A/B testing and checkout funnel recommendations. • Recognized as ‘Manager of the Quarter’ 2 years straight for innovative client engagement strategies at eClerx.