Nitin Pathak

New Delhi

Summary

Results-driven Analytics & Insights leader with over 5 years of experience enhancing advertiser performance and optimizing budgets in ad-tech and marketplace environments. Influenced budget allocation, designed KPI frameworks, and implemented scalable self-serve analytics solutions. Collaborated with cross-functional teams to translate complex data into actionable, revenue-generating insights, leveraging expertise in SQL, Python, statistical experimentation, and data visualization.

Overview

years of professional experience

Work History

Data Analyst

Criteo

Remote

01.2024 - Current

Influenced $173K+ incremental advertiser budget allocation by performing audience segmentation and campaign diagnostics.
Conducted market-level performance benchmarking across regions and verticals, identifying optimization opportunities that improved 7.5pp ROAS and increasing efficiency in spends.
Partnered with Sales, Account Management, and Product stakeholders to deliver actionable insights during advertiser business reviews and strategic planning discussions with a slack-bot integration.
Designed scalable KPI measurement frameworks and Tableau dashboards to standardize campaign performance evaluation across global advertiser portfolios of $10M clientele.
Performed deep-dive investigations using advanced SQL on large-scale data environments to diagnose pacing issues, conversion inefficiencies, and targeting performance gaps.
Built analytics automation tools including Jira Similarity Agent and SQL-to-Text Agent, accelerating resolution of 100+ monthly performance cases and improving analytics response time.
Recognized as Analyst of the Quarter for building scalable analytics capabilities that improved advertiser optimization workflows.

Business Analyst

Uber

Hyderabad

01.2022 - 09.2023

Co-developed the 2023 Rider Incentive Strategy using statistical experimentation and incremental lift analysis, reducing projected spend by 20%($200K) while maintaining marketplace equilibrium.
Designed capacity planning frameworks and forecasting models for driver onboarding and supply allocation on demand patterns.
Analyzed driver onboarding funnel performance using SQL, identifying conversion bottlenecks and improving onboarding conversion by 8% with a 6% activation uplift.
Streamlined SQL workflows and reporting pipelines, reducing processing time from 6 hours to 15 minutes for faster experimentation cycles and strategic reviews.
Improved background verification processes by implementing quality check while reducing costs by 50% while maintaining compliance standards.

Senior Business Analyst

Oye Rickshaw

Gurgaon

07.2020 - 01.2022

Increased driver onboarding capacity from 500 → 600+ monthly drivers by optimising lead funnel analytics and regional supply allocation.
Partnered with operations and product teams to redesign service zones, reducing average delivery distance from 11 km to 5 km and improving marketplace efficiency.
Identified swap station demand hotspots through location analytics, increasing driver daily utilization by 13%.
Developed CRM-to-database pipeline for real-time monitoring of lead status and onboarding funnel performance, enhancing visibility and responsiveness.
Trained 40+ field managers on KPI tracking frameworks and data-driven decision making, improving operational reporting and performance consistency.
Managed and mentored 3 analyst interns, fostering analytical skills to support supply, delivery, and fleet operations analytics.

Education

Bachelor of Technology -

Guru Gobind Singh Indraprastha University

New Delhi

01-2020

Skills

Data & Analytics : Advanced SQL (BigQuery, Hive, PostgreSQL), Python (automation, data analysis, workflow optimization), Experimentation & Incrementality Analysis, KPI Framework Design, Funnel & Performance Analytics, ML, Regression

Product & Marketing Analytics : Audience Segmentation & Targeting, Campaign Performance Diagnostics, Data-driven Product Optimization, Marketing Analytics & Spend Efficiency,MMM

Tools & Platforms: Tableau (Executive dashboards, self-serve analytics), Jira, SQL-based analytics environments, LLM, Agentic AI, Excel, Mixpanel

Collaboration & Strategy: Cross-functional stakeholder management, Product, Marketing, and Sales collaboration, Storytelling

Timeline