Saba Anjum
Bengaluru
Summary
Senior Business Intelligence Analyst with 11+ years of experience in overseeing BI projects, along with expertise in data analysis and delivering strategic business insights. Demonstrated success in developing dashboards and reports for enhanced data visualization, significantly influencing decision-making and driving business growth.
Overview
11
11
years of professional experience
Work History
Senior Business Intelligence Analyst
Twilio Inc
Bengaluru
10.2024 - Current
- Developed dashboards and reports using MS SQL, Salesforce, Looker, Tableau, and Excel, enabling real-time visibility into marketing and sales funnel performance.
- Analyzed KPIs like MQLs generated, Marketing-sourced pipeline, Marketing-sourced revenue to evaluate marketing effectiveness, optimizing spend allocation and improving lead quality by 15% across channels.
- Performed root cause analysis across the full funnel—from lead generation to pipeline closure—identifying key drop-off points and contributing to a 20% increase in Marketing Qualified Lead-to-Sales Qualified Lead conversion.
- Monitored KPIs and conducted trend analysis, improving campaign performance tracking and enabling 15% improvement in pipeline creation.
- Collaborated cross-functionally on analytics initiatives with marketing, sales, and product teams to align insights with go-to-market strategies.
- Wrote and optimized complex SQL queries to analyze large datasets (10M+ records), uncovering key developer behaviours and refining self serve related marketing strategies.
- Enhanced a Python-based product qualifying engine model by adjusting thresholds and modifying key features, boosting qualified account detection by 15%, influencing a $450K pipeline in one quarter, and increasing sales play engagement by 12%.
Senior Data Analyst
Hy-Vee Inc
Bangalore
07.2023 - 09.2024
- Led data analysis for seasonal retail campaigns (Thanksgiving, Christmas), using historical sales data to identify high-performing product bundles, resulting in a 20% increase in ROI and more effective promotion planning.
- Built 20+ Power BI dashboards and migrated 30+ SSMS reports to GCP, cutting refresh time by 40% and eliminating manual printouts by digitizing key views for warehouse teams.
- Utilized Python for data manipulation, and optimized SQL queries and database structures, resulting in a 40% improvement in data processing speed of reports and a 30% reduction in query runtime for analytics workflows.
- Led Agile BI projects, facilitating sprint planning, backlog grooming, and daily stand-ups in JIRA, resulting in a 30% improvement in delivery timelines and a 20% boost in team velocity.
- Increased reporting precision by 25% by revamping legacy templates, embedding formula checks, and training and mentoring team members on data hygiene and reporting best practices.
Senior Analyst, Marketing Analytics
Hudson's Bay Company
Bangalore
09.2018 - 05.2023
- Developed and maintained marketing performance dashboards using Tableau and Excel to monitor sales trends, customer behavior, and promotional campaign outcomes across Hudson’s Bay’s national store network and e-commerce channels.
- Analyzed segmentation and loyalty data for 100K+ Hudson’s Bay Rewards members, enabling targeted offers that led to a 12% increase in redemption rates and a 10% boost in repeat purchases.
- Delivered detailed monthly post-campaign analysis for key retail events (e.g., Thanksgiving, Boxing Day, Friends & Family), providing actionable insights that improved promo effectiveness and ROI by 15%.
- Integrated customer and sales data from POS, CRM, and digital marketing systems to create a 360-degree customer view, enabling more effective personalization across in-store and online channels.
- Coordinated a cross-functional analytics team of 3 members, using Monday.com and Google Sheets to track project timelines and deliverables, maintaining a 92% on-time delivery rate for marketing and merchandising insights.
Senior Inventory Analyst
Target Corporation
Bangalore
09.2018 - 11.2019
- Built an automated sales rollup reporting tool that replaced two manual Excel-based processes, saving the offshore team 6+ hours per week and ensuring data readiness before the onshore team’s Monday planning meetings.
- Developed a weekly financial dashboard in Tableau to share sales, margin, and variance insights with leadership, improving visibility and supporting faster decision-making on key merchandising strategies.
- Performed long-tail category analysis across 500+ SKUs, identifying underperforming items and assortment gaps, leading to a 10% improvement in assortment efficiency and better inventory turnover.
Supply Chain Analyst
Target Corporation
Bangalore
11.2015 - 08.2018
- Created and published a Forecast Accuracy Dashboard in DOMO to track Fulfillment Center (FC) forecast vs. actuals, improving forecast visibility across teams and contributing to a 10% improvement in forecast variance.
- Led a cross-functional project to define 'DC to Store Fill Rate' as a key supply chain metric, resulting in a 15% improvement in in-stock availability and a reduction in domestic cycle time by 12%, enhancing overall replenishment speed and store readiness.
- Monitored and executed 'get-out' and 'stay-out' strategies to reduce backroom congestion, improving trailer utilization by 18% and supporting the rollout of a future-state packing model that improved shipping efficiency and labor productivity in DCs.
Planning Analyst
Target Corporation
Bangalore
08.2014 - 10.2015
- Analyzed historical sales and trend data to develop optimized merchandise allocation strategies and improve inventory management at both DC and store levels, resulting in a 7–10% increase in in-stock rates for high-priority categories.
- Resolved 100+ JDA exceptions monthly, improving allocation accuracy and operational efficiency; reduced manual effort by 40% by designing and implementing an enterprise-level Parameter Trend Report (PTR) to proactively track and flag recurring system defects.
Education
M.B.A - Finance & Marketing
MP Birla Institute of Management, Bangalore University
Bangalore06-2014
B.E - Computer Science
Sri Revana Siddeshwara Institute of Technology, Visvesvaraya Technological University
06-2012
Skills
- Data visualization: Tableau, Looker ,DOMO, Power BI, Microstrategy
- SQL querying - BigQuery (GCP), MS SQL, Presto, Snowflake
- Data manipulation - R, Python, Advanced Excel
- KPI monitoring
- Trend analysis
- Root cause analysis
- Business intelligence analysis
- Marketing analytics
- Supply chain analytics
- Agile project management
- Cross-functional collaboration
- Investigative approach
Websites
Languages
English, Hindi, Kannada, Urdu
Accomplishments
- Nominated in the star performer category within the first two quarters at Twilio for creating a comprehensive fact pack dashboard that tracks signups to spend further down the funnel across key categories
- Awarded Quarterly and Monthly leadership awards to recognize my contributions to the team and business in both organizations
Timeline
Senior Business Intelligence Analyst
Twilio Inc
10.2024 - Current
Senior Data Analyst
Hy-Vee Inc
07.2023 - 09.2024
Senior Analyst, Marketing Analytics
Hudson's Bay Company
09.2018 - 05.2023
Senior Inventory Analyst
Target Corporation
09.2018 - 11.2019
Supply Chain Analyst
Target Corporation
11.2015 - 08.2018
Planning Analyst
Target Corporation
08.2014 - 10.2015
M.B.A - Finance & Marketing
MP Birla Institute of Management, Bangalore University
B.E - Computer Science
Sri Revana Siddeshwara Institute of Technology, Visvesvaraya Technological University
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