Overview
Work History
Education
Skills
Accomplishments
Extracurricular Activities
Timeline
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RIDDHI KANSAL

Overview

5
5
years of professional experience

Work History

Senior Associate, Digital Product Analytics

American Express
Gurugram
08.2022 - Current
  • Spearheaded the expansion of PBM in US GCS media, driving 50% of eligible spend and achieving marketing efficiency that resulted in over 10,000 incremental NAAs from PBM media in 2023
  • Partnered effectively with channel enablement, marketing and agency teams to strategize and implement a robust experimentation charter and launched 10+ experiments across key parameters like budget, audience optimization, creatives testing
  • Build a strong partnership with the Business Class team and Resy team and successfully tested their audiences through the PBM pipeline
  • Established the foundation for an Omni-channel workstream, emphasizing the importance of media as a critical channel in the overall process and identified the difference in behavior of applicants applying for Platinum Vs less premium products
  • Successfully tested the ID graph solution offered by different vendors for a media channel perspective used in deciding the vendor
  • Developing an Audience Sizing tool utilizing Excel Macros, facilitating precise campaign audience size calculations by integrating budget considerations.

Management Trainee I People Based Marketing

American Express
Gurugram
09.2020 - 08.2022
  • Proposed and designed the measurement framework in Python used used for analyzing the long-term performance of acquisitions
  • Automated GCS audience creation code, saving up to 40 hours of bandwidth previously spent on manual audience creation before every refresh
  • Developed a Value Based Bidding model to score audience for campaign targeting optimization and performance, using Machine Learning algorithms and Segmentation framework and published it on EI portal
  • Enhanced PBM Campaign Analytics Efficiency through a PMID match rate test on PCN Measurement files, achieving a significant 11.2% lift in Application Match Rate and 9.3% lift in NAA match rate, optimizing campaign results and performance insights
  • Strategized a budget test experiment on campaign audience, utilizing insights to optimize and reduce spend by 20% on premium audiences resulting in higher acquisition rates.

Business Research Intern

Azyro Infratech
New Delhi
07.2019 - 09.2019
  • Collaborated directly with the CEO to research and compile a comprehensive industry report on sustainability metrics for indexing the organization’s sustainability against industry standards
  • Analyzed the business strategies of Goodera and Sampurn Earth to inform feasibility report reviewed by the CEO.

Business Intelligence Intern

Simtech IT Solutions (P) Ltd
  • Developed a Customer Segmentation Model utilizing Recency, Frequency and Monetary analysis in R software to analyze customer behavior patterns
  • Conducted behavioral segmentation to analyze past purchasing behavior of customers and performed Exploratory Data Analysis to generate a comprehensive with actionable insights to address lower than expected sales
  • Analyzed and presented a targeted audience model for client; resulting in a 20% increase in sales.

Education

Post-Graduate Diploma in Business Analytics (WILP) -

BITS Pilani
true
06-2024

Communicate to Connect -

Harvard Leadership Edge
01.2022

B.Sc. (Hons) Mathematics -

St. Stephen’s College, Delhi
01.2020

The Data Scientist’s Toolbox -

Johns Hopkins University
01.2019

CISCE Class XII (Science) -

Sophia Girls’ School, Meerut
01.2017

ICSE Class X(with Economics) -

Sophia Girls’ School, Meerut
01.2015

Skills

  • Digital Marketing
  • Stakeholder Management
  • Data Analytics
  • Predictive Analytics
  • Clickstream Data
  • SQL/Python/Hive

Accomplishments

  • Recognized by the Enterprise Vice President for leadership in Omnichannel Marketing Intelligence for Performance Marketing channel and strategic campaign planning for People Based Marketing in US GCS B2B throughout 2023 (2023)
  • Received the Achiever’s Club award in Q1’23 for successful launch of Value Based Bidding in US GCS Paid Search (2023)
  • Recognized by the Enterprise Vice President for exemplary work on the People Based Marketing audience management refresh for GCS acquisition campaigns and developing an audience approach for prospect acquisition (2022)
  • Awarded the INSPIRE Scholarship worth INR4 Lakhs by Gol for ranking in the Top 1 percentile of Class XII Board Examination (2017)
  • Awarded Certificate of Appreciation for exemplary performance in 10th Board Examination by Meerut Committee (2015)

Extracurricular Activities

  • Volunteered for Prayaas and taught English Grammar to 30+ members of 3rd grade staff in American Express (2021) Actively participated in the #covid support group on Slack during Covid to support AmEx colleagues with arranging medicines (2021)
  • Researched and prepared reports under Manushya (NGO) on Female Foeticide, Child Marriage, Acid Attacks in India used to educate and create awareness among 500+ students in government schools in slum areas around Delhi (2018)

Timeline

Senior Associate, Digital Product Analytics

American Express
08.2022 - Current

Management Trainee I People Based Marketing

American Express
09.2020 - 08.2022

Business Research Intern

Azyro Infratech
07.2019 - 09.2019

Business Intelligence Intern

Simtech IT Solutions (P) Ltd

Post-Graduate Diploma in Business Analytics (WILP) -

BITS Pilani

Communicate to Connect -

Harvard Leadership Edge

B.Sc. (Hons) Mathematics -

St. Stephen’s College, Delhi

The Data Scientist’s Toolbox -

Johns Hopkins University

CISCE Class XII (Science) -

Sophia Girls’ School, Meerut

ICSE Class X(with Economics) -

Sophia Girls’ School, Meerut

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RIDDHI KANSAL