Senior Product Manager - Advanced TV

• Oct 2023 - Present

Product Manager, Advanced TV

• Aug 2022 - Oct 2023

As the Product Manager in the central product management team, I oversaw conceptualization, development and maintenance of MiQ's Advanced TV capabilities underpinning over $180 Mn in annual revenue. - Working alongside data scientists, engineers, designers and software engineers launched our TV pre-campaign insights platform based off ACR datasets, TV intelligence in Australia. The resulting tool resulted in over $500k in incremental revenue.- Worked alongside the strategic partnership teams to scope new TV partnerships globally.- Onboarded TV data providers like Ispot, Samba, Roku, Hopper into our our existing product capabilities.- Maintained and upgraded MiQ's TV pre-campaign insights suite to offer critical differentiation for our connected TV offering globally, helping sustain a 30% year on year growth in a year marred by global recession. Show less

Head, Research and Analytics, Global Marketing

• Apr 2021 - Aug 2022

As head of the research and analytics group, I was responsible for the generation of provocative thought leadership content for PR outreach and sales enablement initiatives. Furthermore, I worked on building scalable data-driven solutions using massive reserves of first and third-party omnichannel advertising data reserves. As the senior-most analyst in the group, I was also responsible for overseeing our engagements with external research entities like Forrester, Gartner, SAPIO to build, analyze and simplify complex pieces of analysis into effective data stories and actionable strategies, all the while building sustainable analytical frameworks for efficient collaboration.- Planned, collaborated and authored over 17 pieces of industry research as whitepapers and ebooks, combining consumer intelligence from custom surveys with complex programmatic intelligence from our first and third-party data sources.- Generated and nurtured over 2100 new leads accounting for over $23Mn in attributed incremental revenue, while also getting featured in several tier-1 and tier-2 industry publications like Forbes, Bloomberg, etc.- Led the brand tracking and perceptions exercises by setting up experiments and executing brand tracking and perception studies. These assist me in delivering optimizations strategies to the operational and executive board driving critical business decisions.- Developed real-time performance monitoring capabilities combining intelligence from a variety of structured and unstructured datasets. Show less

Senior Data Analyst, Research and Insights

• Jul 2019 - Mar 2021

As part of the research and insights team, I was responsible for collaborating with commercial teams to closely understand key industry problems and client challenges to deliver bespoke data-driven solutions. Marrying massive reserves of first and third-party data with consumer intelligence, I worked on delivering compelling and actionable insights and strategies around omnichannel advertising. Using a variety of supervised and unsupervised problems I delivered solutions for bespoke client challenges. Furthermore, being part of a high performance growth team, I worked on identifying use cases for advanced analytics and conducted extensive literature review to come up with state-of-the-art AI techniques to deliver innovative yet practical solutions. As the senior analyst in the group, I was also responsible for onboarding and mentoring new members within the team while developing sustainable practices for communication and collaboration.Here are some key metrics to demonstrate the impact on business:- Successfully delivered over 80 vertical and product-related insight pieces over 18 months that influenced over 5K clients and generating over 75 PR opportunities over the course of 2 years.- Drove the initiative to boost the familiarity for MiQ via data-centric content marketing initiatives among marketers and agencies by 71% over the past 2 years also resulting in a 400% growth in the organic traffic to the website.- Using unsupervised learning, identified and segmented consumer personas that analysed the impact of the COVID-19 pandemic on changing consumer behaviors for different verticals, while predicting a road to recovery based on several macroeconomic and media consumption indicators.- Collaborated on building a POC around dynamic creative optimization which uses the vision API and YOLO frameworks for feature detection in an ad creative based on which a DCN (Deep and cross network) predicts the potential CTR for the campaign. Show less

Data Analyst, Research and Insights

• Jul 2017 - Jun 2019

I worked with the commercial, product, and content marketing teams to create sales enablement and vertical insight pieces focussed on resolving critical business challenges through data-driven strategies and activation. Drawing intelligence from existing programmatic campaigns and relevant third-party sources, I put together whitepapers and dashboards that emphasized the efficacy of building a connected marketing approach.Merging large-scale disparate data sources and carryout extensive EDA to identify trends and patterns that could inform campaign recommendations were some key elements to most of my projects. A few examples of solutions I worked on are as follows:- Travel intelligence dashboard - Using browsing data from online travel aggregator websites, URLs were scraped to provide pre-campaign intelligence around the popular destinations, trip durations, travel intent, advanced booking trends, audience demographics, etc. - Competitor density planning tool - Using an always-on location feed and the census data at a zip code level, a competitor density planning tool was designed to predict the footfall at a particular POI based on the footfall congestion, competitor density in the region, and store inventory data. Further, the stores were divided into 3 segments based on the footfall opportunities and were used to optimize campaigns. The optimized campaigns provided a 7% lift in ROI compared to the unoptimized line.- Lead scoring model - Using websites interactions, ad campaign engagement data, social media activations, and sales attribution data, I devised a lead scoring model which scores the different leads in our marketing database into MQL's. This model continues to be used within the organization to score leads in the database and pass them on to the sales teams. Show less

Analytics Intern, Global Marketing Team

• Jan 2017 - Jun 2017

As the analytics intern within the team, I was responsible for supporting the creation of sales enablement pieces for external content marketing initiatives in the form of whitepapers and blogs. I also got the opportunity to work closely with the marketing operations team to automate and visualize a lot of their reporting pipeline through custom dashboards.During my internship, I also took up an image processing problem, where API frameworks like VisionAPI and openCV were used to derive features like messaging, object, pricing considerations, CTA, etc. from static and dynamic creatives. The correlation of the different features attributes with the campaign performance metrics across different audience groups was analysed and tabulated. The results were published as a whitepaper, which I also used for my academic dissertation.The solution was later productized and rolled as an added service for 7 major auto campaigns including Mini Cooper and South East Toyota in the US that resulted in generating incremental spending for over $3Mn. Show less

Research Assistant Intern - Ericsson , 4G communication

• May 2016 - Jul 2016

While working as a networking trainee, I got an opportunity to work on the 4G LTE technology, frequency optimization and network correction. As an additional project, I also assisted my manager in the feasibility analysis of the LOOM communication project by Google, which as it would turn out be the topic of my final semesters' presentation. While working as a networking trainee, I got an opportunity to work on the 4G LTE technology, frequency optimization and network correction. As an additional project, I also assisted my manager in the feasibility analysis of the LOOM communication project by Google, which as it would turn out be the topic of my final semesters' presentation.

Research Assistant Intern

• Dec 2015 - Jan 2016

Assisted the marketing division with the automation of their anlaytics and reporting module over the internal reporting platform of Uninor at the Noida MSE which was responsible for the northern communications grid. I also worked on a couple of blog posts highlighting the companies CSR initiatives to assist the efforts of brand building in the western communication region. Assisted the marketing division with the automation of their anlaytics and reporting module over the internal reporting platform of Uninor at the Noida MSE which was responsible for the northern communications grid. I also worked on a couple of blog posts highlighting the companies CSR initiatives to assist the efforts of brand building in the western communication region.