Myntra (Leading Indian fashion e-commerce platform) | Bengaluru

Manager - Business Analyst, Strategy & Planning

• - Drove a Tier 1/2 priority-cities growth strategy for markets trailing platform growth by ~4–5% — identified target cities using affluence, retail density and online penetration, and defined cross-functional levers across marketing, selection and supply to push these cities ~4% above platform growth, with the initiative scaled further by the central revenue team
• - Conceptualised and drove a 0→1 Data-as-a-Service monetisation product for sellers — scoped it through external benchmarking and brand discovery, and partnered with BI and Ads Monetization to ship an MVP covering competitive benchmarking and keyword insights, with ~2/3 of pilot brands keen to scale and leadership projecting ~5% uplift in ad spends
• - Built the CY'25 Women's Ethnic Wear growth strategy over a ~15% baseline by identifying structural opportunities in underpenetrated segments and emerging categories, and evaluating gaps across selection depth, demand trends and pricing architecture to unlock ~11% incremental growth
• - Redesigned the offline partner-brand loyalty program (Mango, Nautica) through internal diagnostics, cohort analysis and global benchmarking, addressed ~70% customer non-enrolment and weak repeat engagement with a simplified structure, OTP-based onboarding and behavioural nudges, projected to deliver ~60% improvement in member value and retention economics
• - Shaped the 5-year category strategy by analysing customer mix and market trends — identified over-reliance on high-affluence users while value fashion grew faster, and steered expansion toward value-conscious and Gen-Z segments, feeding a long-range plan targeting ~25% CAGR

HealthifyMe (leading Indian health, fitness and nutrition app) | Bengaluru

Senior Business Analyst, Analytics & Planning

• - Led marketing analytics for a ~₹5–6 Cr/month performance marketing budget — started as an individual contributor owning the entire marketing analytics function, then expanded into a central analytics role spanning marketing, product and business planning
• - Designed and deployed an ad-fraud detection and lead-scoring model after funnel diagnostics revealed ~30% of daily sign-ups were low-quality default-value entries traced to specific affiliate channels — reduced wasteful spend by ~₹2L/day, recovered ~₹13L from agency-level discrepancies and cut lead volume by ~33% with no impact on revenue
• - Co-created the Annual and Monthly Operating Plans with the CBO and CEO against a ~0% EBITDA target, modelled business scenarios and KPI trade-offs across marketing, product and sales, and developed analytical narratives and scenario models for board-level discussions
• - Built end-to-end data infrastructure (Python, SQL, APIs, Tableau) enabling near real-time CAC and ROI tracking, compressed budget-decision cycles from ~1 week to same-day optimisation and automated financial and marketing reporting from days to hours
• - Built and managed e-commerce dashboards integrating Shopify, Amazon Ads and internal data to enable near real-time sales tracking across the direct-to-consumer business

ZS Associates (Global management consulting and analytics firm) | Pune

Business Operations Associate, Analytics & Insights

• - Delivered commercial analytics, forecasting and data operations for pharma clients across short-to-medium-term engagements spanning marketing effectiveness, patient journeys and commercial strategy — as part of a lean 3-member team delivering ~$800–850K in annual revenue
• - Engineered scalable data pipelines integrating claims and prescription sources and automated end-to-end market and performance reporting with in-built QC — cut turnaround from ~1 week to a few hours and contributed ~$200–250K in annual value through operational efficiency and faster decision cycles
• - Ran patient journey and drug lifecycle analytics using claims data — tracked cohorts across therapies on persistence, refill behaviour, switching patterns and physician specialties, and evaluated migration potential from a drug nearing patent expiry to a new formulation to identify target patient segments and physician profiles
• - Analysed claims data to evaluate a US West Coast TV campaign — identified an initial prescription uplift that lacked sustained growth due to physician-targeting and patient access constraints, and recommended improvements to targeting precision and long-term ROI

Merkle Sokrati (Leading digital and performance marketing agency) | Pune

Business Analyst, Performance Marketing

• - Reduced AJIO's app-acquisition CAC by ~50% (₹20 → ₹10) while maintaining stable ROI (~0.6) — managed ~₹20 lakh/day in spends across Android and iOS, identified over-dependence on a single campaign cluster, restructured the campaign architecture and diversified audience cohorts, and was an early adopter of Apple Search Ads to scale iOS installs
• - Doubled CTR for Eros Now from ~1.2% to ~2.5% by optimising creative and funnel communication and running experiments leveraging trending content formats — translated into ~65% revenue uplift without incremental spend, alongside managing brand campaigns across Meta and Snapchat for movie releases
• - Managed ~₹50 lakh/day lead-generation budgets for WhiteHat Jr, scaling acquisition across the US, SEA and Middle East during a high-growth phase by coordinating platform mixes and localisation to drive geo-expansion

• Recognized with the quarterly “Aim High” award at Myntra for operational excellence in competitive market tracking.

• MBA (PGPX) – Indian Institute of Management, Ahmedabad | India
• B.E. (Electronics & Telecommunication) - P.V.G’s College of Engineering & Technology, SPPU | Pune, India

• Master’s Programme in Business Analytics, Simplilearn

• Distance runner: completed 2 half-marathons.