SIDDHANT SHARMA

Lead marketing analytics for offers and ads portfolio, managing team of 3-5 analysts and partnering with Marketing, Product, Finance, and Engineering to deliver enterprise-wide analytical solutions.

• Built Self-Serve Analytics Platform Serving 130+ Marketing Partners: Architected and launched an end-to-end Self-Serve Analytics Product, democratizing data access for 130+ marketing partners. Replaced bespoke manual analysis with automated pipelines, reducing cycle time by 40% and delivering 1,300+ reports annually with 95% reliability.
• Led Enterprise Data Quality & Transaction Logic Enhancement: Spearheaded a critical redesign of digital transaction classification logic. Validated methodology with Risk and Finance leadership, securing CEO endorsement for enterprise-wide rollout. Achieved 30% improvement in classification accuracy and drove a 25% increase in analytical adoption across 5 business units.
• Ads Measurement Framework: Designed a unified multi-channel attribution framework to track 3M+ monthly ad impressions. Consolidated fragmented web and email data into a single "source of truth," establishing the baseline for the 2026 Ads Program scaling strategy.
• Automated Targeting Engine: Lead the vision and relaunch of a web-based audience segmentation platform. Transformed a manual list-generation process into an automated engine, enabling complex "offer-based" targeting and reducing campaign setup time by 70%.
• Operating Model Redesign: Transformed the team culture from "ticket-based support" to "product-led analytics." Standardized measurement logic and introduced agile frameworks, enabling the team to scale output without increasing headcount.
• Talent Development: Built a high-performance analytics bench by coaching analysts on structured problem solving and narrative storytelling. Successfully upskilled 200+ global stakeholders on data literacy and self-serve tools to drive adoption.

• Market Intelligence Product: Built a custom Tableau-based benchmarking tool to monitor industry vs. merchant performance during the COVID-19 recovery. Adopted by 12,000+ merchants and used by internal Client Managers to track proximity trends and online spend shifts.
• Automated Campaign Engine: Engineered a scalable measurement solution covering 500+ annual campaigns (Loyalty, Engagement, DM). Slashed reporting turnaround from 14 days to 2 days and successfully deployed the framework to Japan and Australia markets to support regional expansion.
• Competitive Intelligence Product:Developed merchant intelligence automation serving 10,000+ small merchants with automated performance insights, growth trends, and competitive benchmarking; drove 12% increase in merchant engagement through relevant, targeted insights
• Predictive Analytics & Retention: Developed an anomaly detection algorithm ("Merchant Triggers") to benchmark small-merchant performance against industry peers. Enabled proactive sales outreach, contributing to a 22% increase in merchant reactivation rates.
• Enterprise Consulting: Delivered 50+ bespoke analytical projects for key strategic accounts (e.g., Singapore Airlines, Macy’s, Vail Resorts). Provided insights on seasonality, acquisition modeling, and competitive benchmarking to drive account growth.