DEVENDRA SHARMA

Led end-to-end E-commerce analytics for PAC, driving 18% CAGR net sales growth with a roadmap to double the business by 2028 through data-driven decision-making.

• Improving ROAS via Traffic Analytics: Identified inefficiencies in traffic acquisition by analyzing channel-level performance and evaluating ROAS, CPA, and conversion metrics by source and campaign, thus improving ROAS/ROI by approximately 30%.
• Owned conversion rate optimization (Home → PDP → Cart → Order), identifying friction points, and delivering a 15–20% uplift in conversion rate through targeted optimizations.
• Drove product and category analytics to influence the mid-funnel by improving discoverability through sorting, up-ranking, OOS redirection, and category and franchise mix optimization.
• Led the Affiliate Optimization Program, estimating the true cost of acquisition and overhauling the affiliate strategy toward cashback-free tactics, resulting in a 2× improvement in ROAS.
• Scaled app share of business from 15% to 25% by improving tracking, funnel insights, CRM segmentation, and securing €300K in funding for app growth initiatives.
• Managing peak commercial events (Black Friday, Singles’ Day, End-of-Season Sale) by conducting pre-campaign readiness checks, delivering live performance monitoring, and leading post-campaign deep dives with actionable recommendations.

Led analytics for the Acquisition and Growth team, enabling data-backed decisions for scaling an online real-money gaming app.

• Scaled daily user acquisition from 3K to 6K installsby driving performance marketing analytics, while optimizing CAC and ROIthrough data-driven reallocation of a ₹2 Cr (~$200K) daily budget across channels, campaigns, and key geographies—maintaining ARPU and retention within targets.
• Led acquisition funnel and gameplay analysis, improving Install-to-Registration conversion by +10pp through landing page and registration flow optimization.
• Owned A/B testing lifecycle (ideation → execution → impact analysis) for acquisition and monetization initiatives, driving measurable uplifts.
• Increased Average Deposit Amount by 15% by optimizing deposit tile configurations and migrating users from lower to higher-value deposit options.
• Improved First-to-Repeat Depositor ratio by 10% and boosted promo code adoption by 160%, resulting in a 10% increase in total deposits.
• Designed and executed CRM conversion journeys (SMS, Push Notifications, in-app pop-ups), acquiring 4K cash players per month at a lower cost than performance marketing channels and generating ₹24L+ monthly revenue by Day 14 through targeted early-life engagement strategies.
• Team Management: Leading team of two analysts to drive analytics and intelligence for Marketing Acquisition

• Web Analytics: Measuring traffic, analysing audience and its engagement with various page components in order to evaluate effectiveness of webpage against its goal and provide insights on user behaviour and needs
• Campaign Performance Analysis & Measurement: Setting up KPIs and metrics based on campaign goals for multiple brand awareness, acquisition and seasonal push campaigns to understand what’s working and what needs to be corrected, ROI effectiveness, pre and post analysis and review results versus the plan
• Customer Journey Analysis: Analyse users in awareness, interest/desire and acquisition phase and evaluate their interaction & behaviour across various FedEx touch points by employing techniques such as funnel analysis, fallout rate and conversion rate optimization
• Data Visualizations & Reporting: Effective Storytelling using data visualization and create executive reports through various business intelligence tools

• Spearheaded end to end Quality Assurance efforts for a U.S. based Digital Payments Network
• Implemented Lean on regression suite in order to reduce overall testing cycle time for each sprint
• Prepare and manage JIRA dashboard to give high level view of sprint and release