About
Senior Data & Analytics Consultant with 11+ years of experience, including 1.5+ years hands-on across the Adobe Experience Cloud stack — Adobe Experience Platform (AEP), Real-Time CDP, Adobe Journey Optimizer (AJO), and Customer Journey Analytics (CJA) — for PayPal's global Martech organization. Designs XDM schemas, governs end-to-end dataflows, and builds audience orchestration and journey automation at enterprise scale for millions of active users. Complements platform depth with SQL, Python, and cloud data engineering (BigQuery, Snowflake, Airflow), enabling credible conversations with both marketing stakeholders and technical implementation teams.
Skills & Expertise (20)
Work Experience
Senior Data & Analytics Consultant
Aditi Consulting
Feb 2025 - Jul 2026
Designed and governed XDM schema architecture and end-to-end dataflow configurations across Adobe Experience Platform, reducing data structure errors by an estimated 30% and improving downstream reliability across the Martech stack. Onboarded 1000+ profile attributes and behavioral event signals into AEP, enabling real-time audience segmentation and precision targeting for campaigns reaching 400M+ active PayPal users. Engineered audience orchestration and trigger-based journey automation in Adobe Journey Optimizer (AJO), activating live Real-Time CDP segments for personalized, cross-channel customer communications at enterprise scale. Built cross-channel customer journey reporting in Customer Journey Analytics (CJA), translating raw AEP data into self-service dimensions and metrics that let Marketing leadership measure campaign ROI and journey completion rates. Implemented data quality monitoring and governance across the full AEP data lifecycle, proactively resolving completeness and accuracy issues before they reached campaign execution or reporting. Partnered across Marketing, Data Engineering, and Product stakeholder groups, presenting AEP architecture recommendations and platform findings directly to Director-level leadership. Built an AI-assisted workflow using Claude to automate the data attribute discovery process for AEP schema onboarding, achieving 98% accuracy and reducing manual attribute-mapping effort. Created reusable Claude Skills for the Martech team, standardizing recurring analytics and documentation tasks and saving 15-20 hours/week of manual work across the team.
Senior Data Analyst
Sirasia Technologies
Dec 2021 - Jul 2024
Built ETL/ELT pipelines in Python and SQL consolidating POS, CRM, and ERP data into BigQuery and Snowflake, cutting manual reconciliation effort by an estimated 15 hours/week. Implemented GA4 and Universal Analytics tracking across the e-commerce platform, delivering the business's first unified online-to-in-store customer journey view — direct groundwork for the customer-data-platform thinking later applied at PayPal. Developed executive Power BI dashboards tracking conversion, category performance, and channel split, directly informing marketing budget allocation for senior leadership.
Senior Database Engineer & Analytics Specialist
Invenio Digital
Jan 2021 - Nov 2021
Automated SLT executive reporting via Google Analytics Reporting API v4 integration, eliminating a recurring 200+ manual reporting cycle for leadership. Architected BigQuery data structures spanning User Journey, Session, and Checkout/Sales metrics, supporting customer behavior analysis and promotional strategy.
Business Analyst
PIXACORE
Oct 2020 - Dec 2020
Gathered and translated business requirements from healthcare and pharmaceutical marketing clients into digital solution specifications — supporting omnichannel customer engagement platforms for established biotech and pharma brands. Documented deliverables, authored test cases, and managed agile development cycles ensuring quality outcomes aligned with defined business requirements.
Full Stack Developer & Web Developer
Alchemist India, Bodhi Brands (Velvetcase), Iksula Services
Jan 2015 - Sep 2020
Built scalable e-commerce and marketing platforms using PHP, JavaScript, MySQL, ReactJS, and WordPress for retail and B2C clients. Developed strong foundations in requirements gathering, systems architecture, client engagement, and end-to-end software delivery lifecycle management.
Education
Bachelor of Engineering: Computer Engineering - Thakur College of Engineering and Technology
2010 - 2014 · India
Certifications
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Skills (20)
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