Dona Tomy
Bangalore
Summary
Passionate about making a difference! My career has spanned analytics, consulting and product management domains. I'm currently leading the product at Elda Health - a VC-backed, early stage start up - that is India's first healthtech to focus on providing comprehensive digital solutions for menopause.
As a founding member, I have guided the 0-1 journey of the suit of products at Elda, including an internal patient management system and our client-facing product Elda App.
Overview
7
7
years of professional experience
Work History
Head of Digital Health (Product)
Elda Health
03.2022 - Current
Grew product contribution to sales from 4% to over 16%
- For a TG comprised largely of digital non-natives, iteratively simplified the UI and UX to reduce friction.
- Conceptualized digital offerings to improve app-based transactions.
- Introduced "Elda Coins" to increase repeat transactions.
Improved onboarding from 40% to 55% with a higher lead quality.
- Modeled the onboarding as a risk / severity assessment with the results accessible at the end of the onboarding.
- Helped correct for the low risk perception viz menopause and create awareness of the broad-based impact of the same.
Average session time increased from 12 minutes to 30 minutes per active user.
- Additionally, Week 1, Week 4 and Week 8 and Week 12 retention improved from 18%, 14%, 12%, 10% to 87%, 55%, 48%, 40% respectively.
- Identified the most loved features and enriched them to increase engagement.
Senior Consultant
Sattva Consulting
12.2018 - 03.2022
Strategic advisory for the Foundation Advisory BU
- Team lead for the advisory business at Sattva Consulting wherein I worked with institutional donors (Development Finance Institutions (DFI), multilateral, international / domestic family philanthropies and non-profits).
- The project scope included articulation of country strategies, feasibility studies for new projects, portfolio due diligence and evaluation of ESG / Sustainability initiatives.
Sales and Business Development for the BU
- Managed the sales function for the business unit and led conversion of nearly 30% of the revenue for FY 2018-19.
- Served as a team manager, working with a typical team size of ~4.
- Served as a reporting manager, responsible for career growth of consultants, associates and analysts.
Business Analyst
Genpact
08.2016 - 11.2018
As part of the consumer goods and retail analytics division, I conducted market research by analyzing Point of Sale (PoS) data for leading FMCG brands in the US. The analysis produced insights that were leveraged to identify whitespace opportunities, effect efficient branding, assess brand portfolio, among others.
Education
Master of Science - Financial Economics
Gokhale Institute of Politics And Economics
Pune, Maharashtra03.2016
Bachelor of Arts - Economics (Hons)
University of Delhi
Delhi03.2014
Skills
- SQL
- Tableau
- Mix Panel
- Microsoft Office
- People Management
- Stakeholder Management
Additional Information
Publications:
- Understanding Knowledge, attitude, and practices (KAPs) towards child trafficking and commercial sexual exploitation (CSEC) in West Bengal India. GFEMS, UKAID, SEEFAR, Sattva. January 2021 (Winner of the Esomar – Make a Difference Award, 2021). The study uses behavior research techniques to explore the KAPs viz. a viz. CSEC and CT in three districts in West Bengal and recommends behavior change communication strategies based on the findings.
- Business alignment to SDGs in India. UNDP, Sattva. December 2020. The landscape study analyses the core business sustainability efforts in India across three sectors viz. Agriculture and allied, FMCG and oil and gas and delineates emerging trends and best practices.
- Solutions for young people in India Report. UNICEF, Sattva. September 2020 (anchored the chapter on the landscape of Skill development in India). The study offers the policy and solution landscape across critical areas of interventions for young people to lead productive lives and identifies programmatic and policy white gaps.
- ECCE-CSR landscape in India and its potential for impact. DHFL Changing Lives Foundation, Sattva. November 2019. The study identifies strategies to help make ECCE a more viable investment opportunity for CSRs in India.
- Female labour force participation – A meta study. UNDP, Sattva. February 2019. The study analyses the policy landscape around female labour force participation in India and suggests recommendations to address white gaps within the same.
Timeline
Head of Digital Health (Product)
Elda Health
03.2022 - Current
Senior Consultant
Sattva Consulting
12.2018 - 03.2022
Business Analyst
Genpact
08.2016 - 11.2018
Master of Science - Financial Economics
Gokhale Institute of Politics And Economics
Bachelor of Arts - Economics (Hons)
University of Delhi
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