Medha Singh

• Collaborated closely with business stakeholders to understand their needs, leading to successful business requirements gathering and clear documentation through Business Requirements Documents (BRDs)
• Created detailed process diagrams to visualize current and future-state workflows, optimizing business and operational processes
• Designed and presented prototypes to stakeholders for validation, streamlining development and ensuring alignment with business goals
• Led User Acceptance Testing (UAT) efforts, including test scenario design and execution, ensuring developed applications met business needs
• Led and participated in Quality Assurance (QA) testing, ensuring the quality and functionality of developed applications met business requirements.
• Leveraged deep knowledge of paid marketing strategies and digital advertising platforms to develop data-driven solutions that optimized campaign performance, budget allocation, and audience targeting.
• Ensured seamless collaboration between marketing and business teams by analyzing ad performance metrics, conversion trends, and customer acquisition data, translating insights into actionable recommendations for campaign optimization and strategic decision-making.
• Applied business analysis expertise to identify inefficiencies and recommend improvements, enhancing operational workflows
• Developed and managed a unified marketing dashboard using Power BI, integrating data from Google Analytics, social media ads, and CRM systems to provide a comprehensive view of digital marketing performance
• Connected Power BI to Google Analytics, CRM, and product inventory systems to visualize key performance metrics, including user traffic, bounce rates, conversion rates, and customer retention trends
• Designed customized data models and reports to track key business and marketing metrics such as: Conversion rates by marketing channel (social media, paid ads, organic search)
• Product category performance, identifying high-performing and underperforming categories
• Customer retention and repeat purchases, supporting targeted marketing strategies for existing customers
• Utilized DAX (Data Analysis Expressions) to create custom measures, such as conversion rates, customer retention rates, and cart abandonment trends, generating more granular and actionable insights
• Conducted trend analysis to visualize customer behavior, identifying areas for improvement in the user journey to reduce cart abandonment rates
• Developed and implemented a multi-channel attribution model, optimizing marketing budget allocation based on channel performance insights

Key Achievements

• Increased e-commerce conversion rates by 20% by leveraging data-driven insights to optimize marketing campaigns
• Reduced cart abandonment rates by 15%, enhancing the checkout experience through actionable insights
• Improved marketing budget efficiency by implementing a multi-channel attribution model, leading to better allocation of resources

• Responsible for requirement gathering from different stakeholders and change request implementation in SFDC using Scrum Framework
• Providing detailed and accurate reporting to stakeholders on a weekly, monthly, and quarterly basis to support business objectives
• Creating Power BI dashboards and user stories to deliver actionable insights to the stakeholders
• Data Analysis using Advanced Excel to deliver actionable insights
• Responsible in process improvement and ensuring the team following CI/CD procedure for delivering the change requests
• Managing the workflow and completion of work within TAT
• Prepare reports on RCA and on other quality analysis & present it to Business review meetings