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Madhavi Rayarapu

@madhavirayarapu

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Results-driven Marketing and BI Analyst with 7+ years of experience.

United States

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What I'm looking for

I am looking for a role that challenges me and allows for professional growth, ideally in a collaborative environment where data-driven decisions are valued.

I am a results-driven Marketing and BI Analyst with over 7 years of experience in performance marketing analytics and digital media optimization. My expertise lies in analyzing campaigns across various platforms, including Google Ads, Bing Ads, and Facebook/Meta, where I have successfully optimized key performance metrics such as CAC, ROAS, and CVR. I pride myself on my ability to build systematic dashboards and scalable reporting pipelines using tools like Power BI, Tableau, and Looker, which have significantly improved marketing ROI for my clients.

Throughout my career, I have demonstrated a strong ability to collaborate cross-functionally with marketing, finance, and engineering teams. At BuildMyPlace.com, I improved campaign ROAS by 25% through insightful budget reallocations and keyword performance analysis. My role as a BI Consultant at Cigna allowed me to enhance treatment bookings by 12% through optimized bidding strategies, showcasing my capability to drive growth through data insights. I am passionate about leveraging data to inform strategic decisions and enhance overall business performance.

Experience

Work history, roles, and key accomplishments

Current

Business Intelligence Developer

Current

BuildMyPlace.com

Feb 2025 - Present (4 months)

Analyzed marketing spend and performance across Google, Bing, and Meta Ads, improving campaign ROAS by 25% through budget reallocation and keyword insights. Built full-funnel Power BI dashboards to track key marketing metrics, reducing reporting turnaround by 60% and enabling real-time campaign analytics.

Google Ads Bing Ads Meta Ads Power BI SQL Server Excel Anomaly Detection Marketing Analytics

BI Consultant / Data Analyst

Cigna

Apr 2024 - Jan 2025 (9 months)

Mechanized Facebook and SEM campaign data using attribution modeling and behavioral analytics, boosting treatment bookings by 12% through optimized bidding strategies. Partnered with marketing and finance teams to create monthly spend forecasts and automated CAC/CPA reporting pipelines using Azure Synapse and Power BI.

Facebook Ads SEM Python Azure Synapse Power BI CAC CPA

Financial Analyst, Power BI Developer

LTI Mindtree

Jun 2019 - May 2023 (3 years 11 months)

Created Looker dashboards for SaaS subscription analytics and digital funnel drop-offs, improving reporting granularity for churn risk by 22%. Engineered computerized forecast models using Excel VBA and SSAS, contributing to $500K in cost savings and standardizing cross-channel KPI definitions.

Looker VBA SSAS Google Ads KPIs Financial Modeling ROI Analysis

BI Engineer

NTT Data

Jun 2017 - May 2019 (1 year 11 months)

Engineered robust ETL pipelines from Hadoop and SQL Server into Synapse to support financial modeling and cash flow analytics, decreasing data lag by 60%. Built Tableau dashboards for campaign finance attribution and variance analysis, reducing manual adjustments by 50% and improving audit readiness.

ETL Hadoop SQL Server Azure Synapse Tableau CPA LTV Financial Modeling Metadata Management

Education

Degrees, certifications, and relevant coursework

University of Central Missouri

Master of Science, Computer Science

Pursued advanced studies in Computer Science, focusing on theoretical and practical aspects of the field. Developed expertise in various computing disciplines.

Jawaharlal Nehru Technological University

Bachelor of Technology, Information Technology

Completed undergraduate studies in Information Technology, gaining foundational knowledge in software development, data management, and network systems. Acquired skills essential for IT careers.