Biswadeep Majumder

• Integrated Marketing Mix Models with digital attribution, resulting in granular-level insights (effectiveness, ROI) generated on a weekly/monthly basis. These insights provided input to optimizers and delivered media planning playbooks, guiding client media agencies in dynamic media budget allocation.
• Managed custom analytics projects including Market Share Analysis for a petroleum major, Market Structure Analysis, New Product Launches for Healthcare clients, and Pricing Studies for retail and CPG clients using Machine Learning Techniques.
• Oversaw integration of varied data sources like IRI, IQVIA, NMR, and Digital Marketing Data from various sources and agencies.
• Played a crucial role in the delivery management team, helping the company achieve over 100% revenue growth over 8 years through process improvement, hiring, training, and building an integrated team.
• Instrumental in establishing dedicated teams by industry vertical (HealthCare), (Digital Attribution), and Custom Modeling.
• Scoped and delivered several price planners and simulators for clients.

Awarded 2 promotions within company; joined as Senior Manager, promoted to Director, and then to Senior Director in 2021

• Delivered solutions for major CPG and pharmaceutical manufacturers using various statistical techniques (Mixed Modeling, ANCOVA, Logistic Regression, etc.).
• Optimized marketing budgets for manufacturers using mixed models that integrated data from multiple sources. Calculated effectiveness, ROI, and built saturation curves for effective budget allocation through optimization.
• Scoped and developed simulators, trade planners, and optimizers (Price & Promotion, Media Mix). Assisted the technology team in integrating third-party solvers like SDK and Lindo into web-based applications.
• Worked on store group profilers using store-level point of sales, trade & promotion, and audit data. Provided recommendations on optimal linear footage, preferred number of facings, number of brands to be stocked, and suitable product adjacency.
• Analyzed the relationship between paid and organic search, ROI for paid search, value of a search visitor, user engagement, and effectiveness of different types of keywords for a major CPG client using data from Google AdWords, Webmaster, and Google Analytics.
• Developed several reporting and charting tools in VBA as a part of process improvement through automation.
• Managed complex projects and teams ranging from 3-4 members.