Shweta Bakshi
@shwetabakshi
I build customer data, analytics and lifecycle platforms that turn marketing activity into measurable growth.
United Arab EmiratesWhat I'm looking for
I'm building UEXO’s end-to-end MarTech ecosystem, connecting Twilio Segment, CRM, web, app, Google Ads and Meta into a governed Customer 360 foundation. I own the strategy, roadmap, identity resolution, segmentation, tracking and activation flows for a direct-to-consumer financial services business.
I designed lifecycle journeys across WhatsApp, SMS and email from registration through KYC and first funded deposit, delivering a 5% uplift in follow-up conversion. I also built a multi-touch attribution feedback loop that returns CRM conversion events to Google and Meta so bidding can optimise toward funded customers.
Previously at Wipro Digital for US Bank, I led Adobe Real-Time CDP adoption and unified CRM, offline and digital data for segmentation, personalisation and customer engagement. My customer interaction analysis across web, mobile and CRM supported retention initiatives that contributed to a 3% increase in retention.
Across UnitedHealth Group and Accenture, I led digital analytics, measurement governance, tag management, experimentation and automation. I’ve built reporting platforms with SQL, BigQuery and Google Cloud, improved plan conversion by 2.5% through recommendation testing, and bring 15 years of experience connecting data, product, marketing and engineering teams.
Experience
Work history, roles, and key accomplishments
MarTech & CDP Analytics Manager
UEXO
Mar 2026 - Present (6 months)
Defined and owned the MarTech strategy, roadmap, and ecosystem for a direct-to-consumer financial services business, including CRM, CDP, analytics, tracking, automation, and personalisation. Delivered a 5% uplift in follow-up conversion through automated customer engagement journeys and built an internal reporting platform end to end.
Manager — Digital Analytics & Adobe Experience Platform
Nov 2023 - Mar 2026 (2 years 4 months)
Led Adobe Real-Time CDP adoption on Adobe Experience Platform, ingesting CRM, offline, and online channel data into unified Customer 360 profiles. Built segmentation for personalisation and behavioural targeting, contributing to a 3% increase in retention.
Lead — Customer Digital Analytics
United Health Group
Apr 2019 - Nov 2023 (4 years 7 months)
Led the Adobe Analytics team across web and mobile, owning the measurement roadmap and implementation standards. Implemented a Product Recommendation Engine and improved it through A/B testing, delivering a 2.5% lift in plan conversion.
Lead Analyst — Digital Analytics and Customer Acquisition
Nov 2015 - Apr 2019 (3 years 5 months)
Created solution design references, technical specifications, tagging guides, implementation checklists, and QA processes. Drove development and implementation of business KPIs across reporting and data analysis.
Enhanced API efficiency by 30%, improving performance across 50 applications in an n-tier architecture. Implemented caching and a recommendation engine to improve customer experience, and implemented NoSQL data stores using Cassandra and the Hector API.
Education
Degrees, certifications, and relevant coursework
Indian School of Business
Certificate, Digital Marketing and Analytics
2022 - 2022
Completed a program in Digital Marketing and Analytics at the Indian School of Business, Hyderabad.
S.N.D.T. Women's University
Master of Computer Applications, Computer Applications
2007 - 2010
Earned a Master of Computer Applications from S.N.D.T. University, Mumbai.
Tech stack
Software and tools used professionally
Availability
Location
United Arab EmiratesAuthorized to work in
Social media
Job categories
Skills
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