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
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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