Harish Sahu
Marketing Analytics Leader
Bengaluru,Karnataka
Summary
Collaborative leader with a proven record in data-driven marketing, product development, and team management. Excels in optimizing strategies to achieve exceptional results in dynamic and evolving landscape.
Overview
10
10
years of professional experience
Work History
Manager/Sr. Manager
American Express
Bengaluru, Karnataka
11.2018 - Current
- Leading analytics team to optimize $30M marketing budget for paid-media initiatives to thrive in cookie-less world, while achieving exceptional results through data driven insights & adapting to evolving digital landscape.
- Collaborated strong partnerships with external agency to optimize campaign delivery and strategically allocate budget resource to maximize ROI.
- Demonstrated strong leadership by effectively managing team of 4+ analysts in audience creation, performance measurement & experimentation strategies.
- Achieved 15% ROAS improvement by employing 10+ experiments using A/B testing in dimensions like creative, budget, publishers, & landing page.
- Collaborated with Data Science team to build Affinity & Approvability models to target prospects for credit cards, driving 15% higher conversion.
- Spearheaded development & implementation of advertisement measurement and attribution products (Market Mix Modelling & Multi-Touch Attribution), to support investment decisions on marketing budget of over $100M.
- Product Manager for Privacy Safe measurement product built as part of Beta within Ads Data Hub (ADH) & Facebook Advanced Analytics (FBAA) suite.
- Leading analytics and media Ad-Tech to build prospect ID graph solution, supporting omni-channel marketing strategy for organization.
Associate/ Sr. Associate
American Express
Gurgaon, Haryana
01.2016 - 10.2018
- Responsible for custom analytics for AmEx website and App product team.
- Executed retrospective analysis leveraging Adobe analytics to identify conversion opportunities, led build of key features across engineering & design, increasing revenue by $2M through increased engagement & conversion.
- Designed and implemented A/B experiments to improve key website designs, improving conversion rate by 20bps and drop-in call rates by 2.1%.
- Designed mathematical framework to quantify web-product driven revenue, which resulted in optimization of product roadmap on AmEx website.
- Developed interactive business dashboard to track performance of App, enabling comprehensive data driven insights for informed decision making.
- Supported end to end analytics for key Amex.com products, from opportunity sizing to post launch assessment enabling strategic decisioning for product.
Business Analyst
Tata Consultancy
Mumbai, Maharashtra
07.2014 - 12.2015
- Worked as offshore consultant to support marketing analytics requirement of Retail Bank for their credit card, Home Loan and Servicing campaigns.
- Build statistical models to strategize offers, pre & post campaign monitoring, driving 12% increase in service enrollments.
Education
Integrated MSc. (5-year course) - Mathematics and Computing
IIT Kharagpur
Skills
Ad-Tech/Digital Analytics
Performance MarketingStatistical TechniquesData Analysis Tools: SQL/Excel
Strategic Planning
Business Administration
Timeline
Manager/Sr. Manager
American Express
11.2018 - Current
Associate/ Sr. Associate
American Express
01.2016 - 10.2018
Business Analyst
Tata Consultancy
07.2014 - 12.2015
Integrated MSc. (5-year course) - Mathematics and Computing
IIT Kharagpur