Anwesha Paul
Hyderabad
Summary
I'm a data science professional with 10 years of experience across Pharma and Retail Credit Card Analytics, bringing a track record of adaptability-both in solving complex business problems and in quickly upskilling to deliver impactful, end-to-end solutions.
Overview
11
11
years of professional experience
Work History
Senior Specialist - Data Science
MSD
Hyderabad
12.2025 - Current
Manager - Data Science - Support US Commercial Brand Strategy
Novartis
01.2024 - 11.2025
- Spearheaded resource optimization for patient support (NPS) through market mix modeling, enhancing ROI across channels.
- Conducted A/B testing, Synthetic Control Design and Attribution Modeling (GLMER) for campaign evaluations, driving significant improvements in US Oncology NBA campaign returns.
- Developed Predictive Analytics (ML) models to identify high-potential patients in RLT US Prostate Cancer Market, effectively guiding the Targeting and Decision Engine Teams.
- Envisioning Next Steps: Enhance the MLOps framework with streamlined YAML configurations, GenAI integrations, and tailored support for advanced use cases - such as those requiring survival modeling.
Manager - US APLD & Promotional Brand Analytics
Novartis
12.2022 - 03.2023
- Holistic Understanding of key Oncology Brand Analytics Datasets & KPIs
- Touchpoints to activate HCP & ensure HCP loyalty
- Kisqali eBC Launch Strategy
Manager - Engagement Lead - Novartis US Oncology Patient Support Service
Novartis
01.2022 - 11.2022
- Proactively led the Novartis Patient Support Oncology Engagement Dynamics Transformation, evolving the team's role from Reporting Partner to Strategic Knowledge Partner by laying foundational groundwork - creating knowledge assets, driving recurring business engagement sessions, and fostering a culture of strategic mindset development.
- Drove proactive reporting capability assessment, showcasing 200+ hours/month of effort savings through Qlik dashboard value quantification and socialization.
- Identified high-impact data enhancement opportunities including tokenization for impact metrics, field analytics, and payer/copay data enrichment - prioritized by PSS IM leadership for execution.
- Deconstructed the Oncology Hub Funnel to uncover root causes in patient access and therapy initiation, enabling strategic inputs for profiling non-free-drug patients, optimizing Hub triage decisions, and evaluating turnaround time (TAT) efficiencies.
- Enabled call center analytics for PSS Adherence Programs, supporting call traffic modeling and headcount optimization; initiated onboarding of clinical educator data for advanced segmentation.
- Designed HCP Scorecard to refine PSS Field Reimbursement strategies by linking HCP activity levels with therapy adherence using IQVIA APLD.
- Pioneered a Forecasting Framework for PSS Oncology Brands - initiated first-cut models in partnership with a vendor.
Senior Analyst - Novartis US Oncology Patient Support Service
Novartis
10.2019 - 12.2021
- Spearheaded the automation of reporting processes, achieving a 93% reduction in cycle time.
- Developed and institutionalized Oncology KPI reporting, aligning it with brand goals for better insights.
- Proactively explored Market Access, Pharma Forecasting & APLD Brand Analytics demonstrating a commitment to continuous learning and enterprise thinking beyond current project scope.
Assistant Manager - Credit Card Marketing & Analytics | Strategic Campaign Optimization
Citi
09.2016 - 09.2019
- Recommended Income Capture and Credit Line Increase refinements to close YoY sales gaps and mitigate attrition risk.
- Assessed Asset/Line Consolidation for Private Label phase-out planning.
- Designed targeting models and test strategies across migration, reengagement, and AU campaigns.
- Advised on Deferred Financing enhancements (segmentation, offer, channel, creative).
- Developed customer segments to shape re-engagement efforts for low-activity cohorts.
- Took initiative during portfolio onboarding - supporting peer development and ensuring delivery continuity in moments of limited leadership bandwidth.
- Led automation of campaign tracking workflows via APT tool across teams.
- Shaped channel and acquisition strategies for digitally passive and conversion-impacted segments.
Business Analyst: Marketing Analytics
BRIDGEi2i Analytics Solutions
06.2015 - 08.2016
- Developed a BCG Matrix-based marketing strategy for a leading Ecommerce company, utilizing Factor Analysis, SEM, and CHAID.
- Created customer segments through K-means and association matrix analysis to enhance cross-sell strategies for a prominent NBFC.
- Acquired by Accenture at present
Education
M.A. - Econometrics and Quantitative Economics
Jadavpur University
03.2015
Skills
- Data Science
- Consulting
- APLD
- Pharma Commercial Analytics
- Pharma US Datasets
- Predictive Analytics
- Advanced Campaign Evaluation
- Market Mix Modeling
- Enterprise Thinking-driven Approach
- Python
- SQL
- SAS
- Pyspark
- YAML
- MLOPs
- Dataiku
- Databricks
- Alteryx
- Excel
Awards Recognitions
- Recognized for driving Pluvicto patient-level ML models with strong business acumen and collaborative execution under tight timelines.
- Appreciated for building a robust model to isolate NPS impact through deep analytics and cross-functional alignment and elevating the solution beyond vendor-built framework.
- Led Kisqali early breast cancer analytics with a scalable data model and novel analytical approaches, earning recognition for curiosity and innovation.
- Recognized for elevating NPS from a reporting-heavy engagement to a strategic partnership through stakeholder-first thinking; awarded a selective Retention Bonus in addition to the annual performance bonus, granted to a few high-performing talents.
- Citi Applause Award, Citi Bronze Award, Citi Star of the Month Award.
- Grateful for all the peer recognitions-glad to have contributed, inspired and grown as a collaborative team player (check out LinkedIn for details).
Timeline
Senior Specialist - Data Science
MSD
12.2025 - Current
Manager - Data Science - Support US Commercial Brand Strategy
Novartis
01.2024 - 11.2025
Manager - US APLD & Promotional Brand Analytics
Novartis
12.2022 - 03.2023
Manager - Engagement Lead - Novartis US Oncology Patient Support Service
Novartis
01.2022 - 11.2022
Senior Analyst - Novartis US Oncology Patient Support Service
Novartis
10.2019 - 12.2021
Assistant Manager - Credit Card Marketing & Analytics | Strategic Campaign Optimization
Citi
09.2016 - 09.2019
Business Analyst: Marketing Analytics
BRIDGEi2i Analytics Solutions
06.2015 - 08.2016
M.A. - Econometrics and Quantitative Economics
Jadavpur University