About
Data Analyst with 6+ years of financial services experience, specializing in digital marketing analytics and performance optimization. Currently at Adceptive Media, driving data-driven insights across web analytics, lead generation, campaign ROI, and client retention. Microsoft-certified in Power BI and Azure with proven ability to transform complex data into actionable business strategies. Strong operational background managing high-volume transactions and cross-regional projects, bringing both technical expertise and business acumen to analytical roles.
Skills & Expertise (9)
Work Experience
Deputy Manager
ICICI Bank
Jun 2019 - Nov 2024
Tracked operational KPIs including billable vs non-billable hours, profit margin per client, team utilisation rate, and project delivery timelines using Excel and Power BI, supporting leadership in resource planning and profitability decisions.
Project Trainee
HDFC Bank
Jun 2018 - Jul 2018
Led clearing operations at Cheque Shoppe Ambala for 15 branches since October 2019. Processed around 1,500 cheques daily through technical scrutiny, scanning, and verification. Resolved queries and maintained processing timelines while conducting branch training visits. Handled Re-KYC processing for account updates including address changes and other customer-requested modifications. Managed account opening for savings and current accounts across Chandigarh, J&K, Himachal Pradesh, and Punjab. Handled Tab banking operations and KYC verification for approximately 80 accounts. Coordinated between branches and RPC while providing training on new guidelines.
Data Analyst
Adceptive Media
Jan 2025 - Present
Designed a unified multi-channel Power BI dashboard (using DAX and Power Query) combining PPC, SEO, social, and email performance in a single view with slicers by client, date range, and channel — tracking metrics including total visits, traffic by source, bounce rate, session duration, and visitor-to-lead conversion rates. Analyzed end-to-end lead funnel data (visitor → MQL → SQL → customer) using Python (Pandas) to identify drop-off stages, supporting reduction in Cost Per Lead (CPL) and Customer Acquisition Cost (CAC) across key client accounts; visualized funnel insights using Matplotlib and Seaborn. Performed campaign ROI and ROAS trend analysis using Python (Pandas, Seaborn), including correlation heatmaps across channels and creatives to compare top vs bottom-performing ads, directly informing client ad spend and budget reallocation decisions. Tracked and visualized social media KPIs (engagement rate, reach, impressions, social conversions, follower growth) using Power BI, providing weekly insights to guide content strategy and platform prioritization for clients. Analyzed email campaign performance using Python and Power BI, segmenting by campaign type and identifying correlations between send-time, subject line patterns, and open/CTR/conversion rates to improve future campaign targeting; monitored unsubscribe and bounce rates to maintain list health. Built client retention dashboards in Power BI measuring churn rate, CLTV, Net Promoter Score, and upsell/cross-sell revenue; used Python (Pandas, Seaborn) to model at-risk client segments based on engagement drop and project delivery patterns, helping account managers proactively improve retention.
Education
MBA - MMDU, Ambala
2017 - 2019 · Afghanistan
Bachelor of Commerce - Kurukshetra University
2014 - 2017 · Afghanistan
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Depends on Offer
