Summary
Overview
Work History
Education
Skills
Websites
Certification
Timeline
ProjectManager

Bharti S. Tulsiani

Ahmedabad

Summary

Marketing Analytics Leader with 10+ years of experience working across domains ranging from banking, retail & fin-tech space in campaign planning, execution, performance monitoring/ management and insight generation. Strong combination of analytics quotient, people leadership, operational execution, client management and strategic thinking. Ability to handle multiple projects simultaneously with a high degree of accuracy.

Overview

10
10
years of professional experience
1
1
Certification

Work History

Project Manager

EXL Services
07.2023 - Current
  • Leading a team of 8 providing strategic guidance across multiple projects
  • End-to-end support on new product launches from sizing, planning, forecasting to execution, performance management and recommendations on enhancements
  • Packaging solutions for new prospective clients by analyzing the gaps in their current process
  • Responsible for building data-driven solutions that enabled personalized targeting on a member base of 10M+ individuals

Project Manager

EXL Services
12.2021 - 06.2023
  • Led team of 4 analyst providing mentorship to enhance their skill and drive successful data-driven projects with actionable insights
  • Managed $600M/quarter worth of issuance through Email marketing
  • Devised innovative Email creative rotation strategy leading to issuance growth of $40M by overcoming creative fatigue
  • Performance deep dive by itemizing variance vs forecast by each funnel metrics accelerating the decision making for each subsequent campaign
  • Studied the existing Email suppression waterfall and segmentation process and removed the outdated suppression expanding the email list volume by 35%
  • Migrated the entire static process of email execution to a more dynamic environment in SFMC enabling to target customers in real-time based on customer actions (triggers) reducing the complexity by half
  • Collaborated with data engineering team to build a comprehensive base consumer attribute store for all email campaigns instead of scattered data across multiple sources
  • Strengthened the reporting framework by streamlining the data structure – reducing the time consumed by half and engaging the team in multiple projects
  • Built robust forecasting framework that predicted company’s top line business metrics by ingesting all key drivers enhancing insight generation
  • Developed growth as well as deceleration strategies during fluctuating demand times
  • Formulated quick prediction model based on business knowledge to predict the offer grade that borrowers are likely to receive and strategize targeting tactic and enable flexibility to target driven by market demand.

Consultant

EXL Services
09.2017 - 11.2021
  • Managed $200M/quarter worth of issuance for DM channel – lead team for list creation, planning & performance management to be able to meet the targeted monthly forecast for the channel
  • Expanded the Direct Mail program to add $25M/month by introducing new program bringing in additional volume as well as issuances
  • Estimated the number of pieces that needs to be ordered by selecting audience that will be targeted via DM without impacting the overall Cost per issuance threshold followed by performance review post the campaign maturity
  • Designed test to measure the halo impact of DM on other channels that helped in attributing indirect issuance led by Direct mail marketing
  • Solved for attribution of indirect impact from DM marketing to rest of the channels by designing halo test
  • Mentored a small team on day-to-day delivery and constantly motivated to learn new techniques and tools to enhance the problem-solving capability.

Analyst

IQR Analytics
11.2013 - 08.2017
  • Built Campaign performance dashboard in tableau providing comprehensive view of campaign performance along with statistical significance of the KPIs calculated
  • Conducted Market Basket Analysis to determine which product should be advertised on adjacent pages on catalogue
  • Modernized the attribution methodology from Last click to a more scientific multi-touch attribution model for attributing dollars to various marketing channels enabling transition from last touch attribution.

Education

MBA - Marketing And Finance

Amrut Mody School of Management
Ahmedabad, India
04.2013

Bachelor of Engineering - Computer Science

LDRP (Gujarat University)
Gandhinagar, India
06.2007

Skills

  • Technologies: SQL
  • Tableau
  • SAS
  • R
  • Heap Analytics
  • Data Visualizations
  • Predictive Analytics
  • A/B testing
  • Data mining
  • Managerial Skills:
  • Team Management
  • Project Management
  • Strategic & Growth Analytics
  • Analytics, Technical & People oriented problem solver
  • Strategic Planning

Certification

Advanced Google Analytics Certification Databricks Accredited Generative AI Fundamentals

Timeline

Project Manager

EXL Services
07.2023 - Current

Project Manager

EXL Services
12.2021 - 06.2023

Consultant

EXL Services
09.2017 - 11.2021

Analyst

IQR Analytics
11.2013 - 08.2017

MBA - Marketing And Finance

Amrut Mody School of Management

Bachelor of Engineering - Computer Science

LDRP (Gujarat University)

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Bharti S. Tulsiani