Manish Sharma

LOB - Acquisition Strategy and Marketing Analytics - Credit Card Partnerships

• Develop, deploy, and refine acquisition credit underwriting strategies to optimize new account growth, while strictly managing risk and delinquency metrics.
• Conduct deep-dive data analysis using SAS and SQL to evaluate the performance of existing underwriting rules, and propose data-driven policy adjustments.
• Developed and optimized initial line assignment and pricing strategies for newly acquired credit card accounts.
• Conducted rigorous vintage analysis to track the long-term performance and profitability of various acquisition cohorts.
• Monitor Early Month on Book (EMOB) performance to proactively identify credit anomalies, and adjust acquisition guardrails accordingly.
• Collaborate with cross-functional risk and marketing teams to align acquisition targets with the overall portfolio risk appetite.
• Lead end-to-end analytical solutions for the Marketing Analytics portfolio, partnering with stakeholders to identify growth opportunities and derive actionable insights across the customer journey.
• Design and implement high-quality profile and performance monitoring reports to optimize business strategies and enhance value for credit card customers.
• Manage complex analytics projects from ideation to delivery, ensuring project resiliency through robust SAS/SQL code development, documentation, and proactive status updates on timelines.
• Applied subject matter expertise to identify diverse data sources, and build advanced visualizations, enabling business stakeholders to make informed, data-driven decisions.

LOB - Marketing Analytics - Embedded Payments

• Championed a 'test and learn' culture by performing rigorous tests vs. Control analysis for targeted customers to measure pre- and post-campaign performance.
• Executed advanced segmentation of the credit card population to identify high-potential targets for upcoming marketing campaigns, optimizing digital engagement.
• Collaborated with US-based marketing teams to formulate strategies that increased digital engagement through embedded payments.
• Derived actionable insights from marketing campaign reviews to incentivize customer behavior, and drive incremental growth within the credit card portfolio.
• Leveraged SAS and SQL to handle large datasets, ensuring analytical accuracy in identifying trends and strategic planning opportunities.
• Built dynamic, automated marketing performance dashboards in Tableau, providing senior leadership with actionable, real-time insights into campaign effectiveness, and portfolio growth trajectories.

LOB - Marketing Analytics - Marketing Campaigns for a U.S.-based retailer

• Developed advanced analytical techniques to measure the effectiveness of credit card campaigns, presenting findings, and strategic recommendations to leadership to drive optimization.
• Analyzed and reported on the performance of diverse marketing campaigns across multiple channels, including direct mail, email, and digital, to maximize reach and ROI.
• Partnered with cross-functional teams to conduct deep-dive analyses, quantifying the lift in business results and customer engagement as a result of targeted marketing activities.
• Consulted with business owners to recommend tailored strategic solutions based on evolving business needs and market trends.
• Created and maintained comprehensive campaign performance dashboards in Tableau to track key metrics and provide senior leadership with a clear view of marketing health.

LOB - Retirement Services - A U.S.-based Fortune 500 insurance corporation

• Led a high-performing team of data professionals, partnering with business analysts to develop and deploy complex SAS programs that met evolving client requirements.
• Spearheaded process improvement initiatives, including the development of VBA automation tools, which resulted in significant FTE reductions, and streamlined operational workflows.
• Enforced coding best practices, and conducted rigorous performance tuning and debugging of SAS codes to ensure zero-defect delivery in a high-pressure, SLA-driven environment.
• Managed end-to-end client engagement activities, translating business needs into technical specifications, and ensuring timely delivery of financial transaction data.
• Implemented robust validation frameworks for SAS logs and output results, maintaining comprehensive technical design documentation to ensure audit readiness and data accuracy.