Akshaya Sivakumar

Designed and executed over 10 targeted data-driven campaigns across various categories, collaborating cross-functionally with marketing and IT teams to enable strategies with minimal cost overhead. Achieved a 35% increase in activation through data-driven re-activation campaigns, directly impacting over 4000cr+ in spends. Led and coordinated initiatives for CC on UPI activation and usage, leveragi

Led full lifecycle rewards analytics for over 13 million customers, spearheading end-to-end Rewards Lifecycle Management including the launch of an automated monitoring tool. Leveraged SAS & Tableau to translate complex cardholder behavior into actionable insights for product and marketing teams, supporting data-informed decision-making. Achieved over Rs 10 Cr in annual savings through accrual cap

Streamlined reward point reversals on cashback/discounts, delivering Rs 49 Cr in savings, and built monthly rewards cost forecasts and budgets dashboard for over 13 million cardholders. Developed gamified and personalized digital redemption journeys, significantly increasing customer engagement. Managed onboarding and relationships with Physical Product agency partners, contributing to a multi-pro

Executed rationalization initiatives and benchmarking studies for the card rewards portfolio, leading to annual cost savings of Rs 39 Cr. Launched and optimized seasonal redemption campaigns, achieving a 120% increase in redemptions. Conducted root cause analysis of system discrepancies, resolving negative reward points by 98% within 12 months. Diversified the Rewards portfolio into the Luxury seg

Assisted in new product development and cost modeling, supporting P&L management by optimizing costs through strategic partnership negotiations and assessing market trends. Allied with Fraud, Credit, and Collections teams for user profiling and policy drafting, and generated SAS driven FALCON fraud rules. Analyzed live feedback and improved CX scripting for premium customers, revising the script a

Focused on Data Analysis and Learning, Marketing Strategy Management, Marketing Analytics, and IT Project Management. Gained expertise in various aspects of business management and data-driven decision making.

Studied Automobile Engineering, gaining foundational knowledge in engineering principles. Developed analytical and problem-solving skills applicable to various technical fields.