At SENSENEXT, I designed and led the company’s first controlled experiment for its customer-referral program, delivering a 27% lift in sales. I also identified fraudulent-redemption risk before rollout and informed a revised incentive design.
I analyzed 7M+ Nielsen RMS records in SQL to identify high-growth segments, market whitespace, and commercial opportunities in the perfumery sector. I translated market signals into recommendations with sales, marketing, and formulation experts.
At Nielsen India Private Limited, I built regression-based marketing mix models to estimate incremental sales, channel contribution, and ROI, supporting reallocation decisions across $50M+ in analyzed marketing spend. I also analyzed and visualized 50M+ records to surface media performance insights.
I established a data-quality assurance process that reduced advertising-data errors by up to 70%, and streamlined project delivery to reduce turnaround time by 33%. I received Nielsen Simply Excellent Awards in Gold and Bronze for my project work and delivery.
