Divya Vadhera

Digital Campaigns: Responsible for developing strategies for launching digital campaigns for Citi Consumers in coordination with marketing team and measurement of campaigns using A/B testing.

Transition of customers from non-digital to digital world: Identify target population and strategy to move customers from non-digital to digital banking platforms using SQL and Python.

Leading digital projects by proving a set of regular dashboards providing KPIs, key digital drivers across all products and segments for multiple initiatives using Tableau and Power BI.
Enabling decision making process of digital, sales and product teams by bridging the online and offline customer journey, capturing drop off leads and action based triggers.

• Gold Corporate Card Upgrade Model: Developed response model using GBM technique to determine the basic corporate card holders who will be eligible to be upgraded to a more premium corporate card.
• Corporate Triggers: Identify target population for monthly triggers for marketing team to reach out to the right customer.
• Employee Card Offer for Clients: Created a Do Not Extend List for client to extend supplementary cards post incorporation of risk and industry metrics. This helped gain foothold in the channel across treatments and later develop a more nuanced targeting approach.
• Associative Spends: Analysis to find association in spend patterns of customers to give customized offers using association rules and data mining in SQL.
• Bundling: Worked on creating targeting strategies to sell products in bundles instead of single products to customers basis their requirement and demographics.
• Received multiple awards within a team of more than 100 colleagues.
• Promoted from Business Analyst to Assistant Manager w.e.f. Oct, 2019 and Assistant Manager to Manager w.e.f. May, 2021.

• Brand Lead for leading oncology drug: Market/Sales analysis to deliver business insights to clients.
• Worked in a team of 5 associates for targeting and account profiling for sales teams of US pharma clients. These results directly impact how sales is going to impact in preceding semester.
• Speaker Program ROI Analysis: Helped client determine the incremental sales impact and ROI for speaker program event for a newly launched drug using Test and Control analysispro.
• Data Comparison: Evaluated and compared data from two different vendors for pharma client. We as consulting partners helped them decide which vendor to go ahead with basis analysis of data sources and their efficiency and differentiate between them. For this, we processed patient level datasets using SQL and excel.
• Built segmentation models: Used segmentation methodologies based on market share and coverage for creating targeting strategies.
• Received multiple awards and promoted from Business Analyst to Business Associate w.e.f July, 2017.

• Objective was to determine Optimal Asset Allocation in Mutual funds for different investor class. We use Analytic Hierarchy Problem to know the relative importance of each criteria for suitable investment avenues and multi-objective optimization for modelling the problem