Summary
Overview
Work History
Education
Skills
Websites
Timeline
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Lovely Singh

Lovely Singh

AVP - Data & Analytics
Bangalore

Summary

CRO Manager with 10 Years of experience in Conversion Rate Optimization, UX Research, Dashboards and Audience Segmentation. Managed end-to-end CRO Projects for HBSC across 8 markets. Also have experience working on E-commerce and Lead Gen projects. Holding a B.Tech & PGD in Business Analytics with deep interests in Web Analytics, Conversion Rate Optimization.

Overview

11
11
years of professional experience
5
5
years of post-secondary education

Work History

AVP - Data & Analytics

HSBC
05.2024 - Current
  • Generated 30 Million USD by running A/B Tests across all Banking Products like Credit Cards, Personal Account, Loans, etc.
  • Managing end-to-end Conversion Optimization for 8 markets, with focus on Hong Kong, United Kingdom, UAE and Singapore.
  • Setup new CRO process across HSBC and aligning everyone on the ongoing projects for all markets.
  • Setting up new workflows that drives insights from analysis like User Journey Analysis, Page Analysis, Audience Segmentation, Keyword Analysis, etc.
  • Segmenting Users and recommending Personalized Ad Campaigns that can drive cross-sell.
  • Managing and training resources to familiarize with CRO processes.

Manager - Conversion Optimization

HSBC
07.2022 - 04.2024
  • Conducting Internal Website Optimization for Public site, login journey and Mobile App for 8+ Markets.
  • Contributed to setting up SEO Dashboard, definitions alignment and insights genration which is being used for Application Funnel Optimization for all LOBs and Markets.
  • Managing end-to-end Website Optimization for 8 markets, with focus on Hong Kong, United Kingdom, UAE and Singapore.
  • Involved in setting up new CRO process and aligning everyone on the ongoing projects for different markets.
  • Engaged with 3rd party vendor(BUD) for North Start Universal Search.
  • Contributing to Confluence documents with details regarding the latest Experiments so that all the Markets are up to date.
  • Setting up new Analysis workflows in CRO so that more insights can be extracted from our database. Example: User Journey Analysis.

Senior Analyst - CRO

iQuanti
08.2021 - 06.2022
  • Managed 2 accounts in the Banking and Finance space, delivering end to end conversion rate optimization services
  • Generated A/B Test Ideas using GA Data Analysis and setup Tests in Google Optimize
  • Created Analytics Tag Plan for 2 Mobile Apps in the Banking and Finance Sector
  • Generated insights through Market Research and Competitive Analysis for a new banking app in the US.

Consultant - CRO

Nabler
04.2019 - 04.2021
  • Identified user pain points and generated test ideas to fix them through optimization (A/B Tests)
  • Improved Conversion Rate and UX for E-Comm and Lead Generation websites using web analytics, session recordings and usability studies
  • Generated over 20 A/B Test ideas through analysis
  • Designed and presented analysis slides to clients
  • Managed 2 accounts over the duration of a year, delivering end to end conversion rate optimization services
  • Hand-held a team of 6 associate consultants and developed them to deliver Dashboards and Reports.

Associate Consultant

Nabler
01.2017 - 03.2019
  • Managed a team of 6 consultants, delivering Dashboards, Reports, QA Reports for a Retail Media Account
  • Automated Excel Reports and Dashboards using R Programming (RSiteCatalyst Package) for Adobe Analytics, saving 3 Hours per Report / Dashboard
  • Delivered 8 Weekly Reports and Monthly Dashboards, with details on Campaign Performance using Adobe Analytics
  • Provided Quality Assurance Reports for 10 - 15 Web Pages / Day, highlighting Analytics Tracking Issues.

Software Developer

Integrated Infotech
01.2015 - 03.2016
  • Managed Bihar State Warehousing Corporation Website
  • Responsible for Data Management for SQL Database on 3 Websites.

Education

PGDBA - Business Analytics

Times Pro
Bangalore
03.2016 - 12.2016

B. Tech (Electrical & Electronics) -

Bangalore Institute of Technology
Bangalore
07.2009 - 07.2013

Skills

Google Analytics 360

Google Looker

Adobe Analytics

Optimizely

Tealium AudienceStream (CDP)

ContentSquare

Microsoft Excel & PowerPoint

UserTesting

Hypothesis Generation

Experiment Impact Estimation

A/B Test setup, launch and Analysis

Statistical Significance Calculation

CRO Audit (Focus on Conversion Factors)

User Journey and Funnel Analysis

Landing Page Analysis

Segment creation and User Drop off Analysis

Websites

Timeline

AVP - Data & Analytics

HSBC
05.2024 - Current

Manager - Conversion Optimization

HSBC
07.2022 - 04.2024

Senior Analyst - CRO

iQuanti
08.2021 - 06.2022

Consultant - CRO

Nabler
04.2019 - 04.2021

Associate Consultant

Nabler
01.2017 - 03.2019

PGDBA - Business Analytics

Times Pro
03.2016 - 12.2016

Software Developer

Integrated Infotech
01.2015 - 03.2016

B. Tech (Electrical & Electronics) -

Bangalore Institute of Technology
07.2009 - 07.2013

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