Experience

• 

  Western Union

  • United States
  • Financial Services
  • 700 & Above Employee

  • Customer Loyalty, Growth & Analytics

    • May 2021 - Present

    Strategy, Growth and CRM Operations for Western Union's customer loyalty program (My WU) - responsible for customer loyalty & retention strategy, product development & monetization, CX and revenue & CLV growth.CRM Analytics - insights & visualizations, behavioral analytics & customer profiling, marketing campaign optimization & performance measurements, recommendations & personalization.

  • MarTech Product Development & Data Analytics

    • Apr 2020 - Apr 2021

    Head of Customer Experience Management (CEM) Product, Growth and Analytics - messaging & loyalty platforms, customer facing loyalty products, CRM analytics.

  • Global Analytics & Insights

    • Apr 2016 - Mar 2020

    Lead a team of FTEs and contractors involved in multiple data analytics initiatives ranging from reporting & visualization, metrics engineering, data deep-dives, test & learn, campaign measurements & RoI estimations, predictive modeling and machine learning. Engage with multiple business partners across geographies (North America, APAC, EU) and business functions (Sales and Marketing, Finance, Compliance).Responsible for Global CRM and Loyalty Analytics - Planning, development, execution, measurement and continuous improvement of D2C marketing across multiple geographies and product segments. Actively liaison between the technical and business teams. Lead company wide analytics efforts (customer segmentation, regression modeling, A/B testing, RoI measurements) to help drive customer engagement and retention through Western Union’s customer loyalty program.

  • Global Analytics and Insights

    • Sep 2011 - Apr 2016

    Conceptualized and delivered a business growth decomposition and marketing mix model to help analyze the impact of various growth drivers like pricing, network changes, marketing initiatives, currency exchange rates, holidays, macro economy and other factors on business trends. Recommend improvements to marketing mix for ROI maximization. Also responsible for reporting and insights delivery. Responsible for selection and engagement with multiple vendors working on various data analytics initiatives. Emphasis on building long term strategic partnerships.Responsible for building time series forecasting models for volume and revenue trends across 200+ markets.Build statistical models for various business use cases like fraud prevention, customer profiling and segmentation, propensity models.Build price-demand elasticities, analyze and recommend pricing actions for market share and revenue optimization across multiple markets.Responsible for test designs and measurement for various CRM, pricing and other marketing tests.

  • Customer Strategy and Analytics

    • Dec 2009 - Sep 2011

    Responsible for building statistical models to help mitigate CNP fraud risk across multiple products and markets. Responsible for statistical model development and other analytical initiatives to help identify agent network growth and marketing opportunities.

• 

  HSBC

  • Bengaluru Area, India

  • Marketing Analytics

    • Feb 2008 - Dec 2009
    • Bengaluru Area, India

    Headed the offshore Marketing Originations Analytics Team for HSBC’s co-branded credit card portfolio in the US market. Directed the execution and measurement of card originations campaigns across various channels like direct mail and email. Helped formulate multiple product strategy and development initiatives for card originations. Leveraged data analytics methods like multivariate statistical modeling (logistic models, CHAID, etc.) to predict customer behavior (response rates, card usage, etc.).

• 

  Progressive Insurance

  • Cleveland/Akron, Ohio Area

  • Commercial Auto Product

    • May 2004 - Jan 2008
    • Cleveland/Akron, Ohio Area

    Provide analytical support for commercial auto product development. Focus on pricing, marketing, customer acquisition and retention strategies.

• 

  USDA-ARS

  • Bryan/College Station, Texas Area

  • Data Analyst

    • Jan 2002 - Apr 2004
    • Bryan/College Station, Texas Area

• 

  TechMahindra

  • Pune Area, India

  • Software Engineer

    • Sep 2000 - Jul 2001
    • Pune Area, India