Senior Manager, Marketing Strategy and Analytics for US Commercial Card Portfolio, American Express
- Spearheaded growth strategy for US SME commercial card acquisition, collaborating with cross-functional teams to drive over $100M in revenue growth through multiple initiatives.
- Led a 7-member global team managing $400M Field prospect acquisition channel for the US commercial market, using NPV-based targeting to optimize lead selection.
- Tripled Field Sales team's adoption rate of analytics-sourced leads (15% to 50%) driving a $12M revenue increase.
- Enhanced targeting strategy by integrating a data quality framework, effectively identifying high-return leads and generating an estimated benefit of $6M.
Manager, Marketing Strategy and Analytics for US Commercial Card Portfolio, American Express
- Developed risk model for default prediction and implemented segmentation strategies to identify resilient businesses during the COVID pandemic, increasing Tele channel application approval rates from 73% to 81%.
- Developed a model to optimize calling sequences for sales teams, significantly enhancing efficiency by prioritizing contact orders for business-associated phone numbers, leading to a 15% increase in net response rate.
- Developed a dynamic modelling strategy to route leads based on sales reps’ expertise, generating $10M incremental revenue.
Assistant Manager, Data Analytics for International Commercial Card Portfolio, American Express
- Evaluated and secured senior leadership approval for the ROI of re-launching the Direct Mail channel for commercial prospect acquisition, contributing $30M to annual revenue.
- Developed a modelling strategy to identify Business cookies across Amex Digital platforms with over 60% accuracy, resulting in a $10M+ annual revenue boost through a 60% increase in application rates and significant marketing cost savings.
- Redesigned suppression rules to identify targetable businesses out of 150M+ prospects for Direct Mail, generating a $13M+ (40% lift) annual revenue impact.
Business Analyst, Data Analytics for International Commercial Card Portfolio, American Express
- Implemented a Merchant recommender system to effectively prioritize merchants for commercial customers in the Canadian market, yielding an estimated benefit of ~$500K.
- Developed cross-channel targeting strategies for Digital, Tele, and Direct Mail channels, significantly increasing prospect conversion rates and achieving cost savings of ~$2M.
- Evaluated the effectiveness of early tenure treatments by sales reps to corporate customers and developed a model to strategically assign treatments to optimal customer segments, resulting in an estimated benefit of ~$700K.
- Optimized Consumer-to-business card cross-sell incentives by analysing past strategies and assessing incentive levels and spend thresholds for profitability. Successfully identified affluent segments for targeted offers, achieving an estimated benefit of $1.5M.
Business Associate, Data Analytics and marketing solutions for the pharmaceutical domain, Axtria India Pvt. Ltd.
- Implemented a promotional response model to estimate the impact of promotional efforts on sales for a $71 million multichannel marketing campaign in the Pharmaceutical domain.
- Applied Ad stock transformation to model the diminishing returns effect of the promotion on sales.
- Established a data intake and quality management platform using SQL and integration services to enhance operational efficiency for Promotional Response Modelling (PRM) across 45 marketing channel partners.