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Anshu Marwaha

@anshumarwaha1

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Marketing Analyst at Brillio who reduced MYFM checkout drop-off from 45% to 30%.

India

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At Brillio, I analyze e-commerce, pest control, and healthcare customer journeys using GA4, Mixpanel, and CRM data. For MYFM, my funnel analysis identified major checkout and payment drop-offs; after the recommended changes were implemented, checkout drop-off fell from 45% to 30%, and payment drop-off fell from 20% to 10%.

Previously, I managed home loan lead-generation campaigns at IIFL and Google Ads campaigns for global advertisers at Cognizant, where audience targeting and competitor analysis increased leads by 40% and CTR by 15%. My work spans campaign optimization, SEO and GEO, conversion tracking, and analytics dashboards, supported by Google Ads, GA4, Google Tag Manager, and Power BI certifications and experience.

Experience

Work history, roles, and key accomplishments

Current

Marketing Analyst

Current

Brillio

May 2026 - Present (5 months)

Analyzed customer journeys for e-commerce, pest control, and healthcare clients using GA4, Mixpanel, and CRM data. Ran A/B tests, built customer journey maps, and performed funnel drop-off analysis, leading to significant conversion improvements.

Google Analytics 4 Mixpanel Google Tag Manager A B Testing Funnel Analysis Customer Journey Mapping Generative Engine Optimization Looker Data Visualization

Performance Digital Marketer (Deputy Manager)

IIFL (India Infoline Finance Limited)

Jun 2025 - Apr 2026 (10 months)

Planned, executed, and optimized performance campaigns across Google Ads, Meta Ads, SEO, social media, and email marketing to generate home loan leads. Owned end-to-end performance marketing, measured on CPL, lead quality, and ROI.

Google Ads Meta Ads SEO SEMrush Ahrefs Screaming Frog GA4 CRO A B Testing Remarketing Email Marketing Social Media Marketing

Digital Performance Marketer (Google Ads)

Cognizant

Jun 2023 - Jun 2025 (2 years)

Managed Search, Display, and Performance Max campaigns for top global advertisers including Netflix, TATA Group, Dyson, and Samsung Group. Increased leads by 40% and CTR by 15% through audience targeting and competitor analysis.

Google Ads Search Advertising Display Advertising Performance Max Smart Bidding GA4 Looker Power BI A B Testing Keyword Research Competitive Analysis

Performance Marketing & Google Tag Manager Specialist

Accenture

Oct 2019 - Jun 2023 (3 years 8 months)

Planned, executed, and optimized campaigns across Google Ads, Meta, LinkedIn, and other channels against KPIs such as CPA, CTR, and ROAS. Implemented Google Tag Manager for accurate conversion tracking and managed ad budgets of ₹3–5 lakh across multiple client accounts.

Google Ads Meta Ads LinkedIn Ads Google Tag Manager A B Testing Budget Management Conversion Tracking Campaign Optimization

Senior Process Executive, Operations

Accenture

Oct 2019 - Jun 2023 (3 years 8 months)

Defined KPIs, trained and mentored new team members, and audited compliance cases and service quality, reporting on bottom performers to drive improvement.

KPI Definition Training Mentorship Compliance Auditing Quality Assurance Reporting

Loyalty Care Services (Sales Lead Generation)

Marriott International

Jul 2018 - Oct 2019 (1 year 3 months)

Managed top-tier Platinum, Titanium, and Ambassador member accounts; worked with central reservations on rate plans and promotions, and planned promotional events to increase traffic and sales.

Customer Relationship Management Sales Lead Generation Promotional Planning Account Management