Utkarsh Shastri
Marketing analytics manager
Gurgaon
Summary
Experienced manager with a proven track record of leadership, strategic planning, and problem-solving skills. Adept at supporting senior managers in achieving challenging goals through effective staff motivation and resource management. Known for a methodical and well-organized approach to optimizing operations to meet business demands.
Overview
12
12
years of professional experience
4021
4021
years of post-secondary education
5
5
Certifications
Work History
Assistant Manager, Growth marketing analytics
Tata Consultancy services
04.2022 - Current
- Joined as program lead for the new function, with the primary objective is driving marketing growth with data across the channels. Worked with 3 junior colleagues, trained and helped identify their calling in the company.
- Acted as project lead, problem-solving and conflict resolution between business users and the development team.
- Proficient user of Power BI workspace and Microsoft Office suite for dashboarding and storytelling. Created 5 dashboards from account engagement to campaign analytics which improved view of digital marketing efforts and unidentified opportunities.
- Driven source identification initiative, 20 sources identified and brought in DBs via public APIs / Excel templates and dashboarding done with HANA & QLIK with user at the center of it.
- Driven the KPIs identification initiative for multiple stakeholders and classified 200 Kpis between input, output and outcome metrics. It helped the stakeholders choose the relevant metrics for their verticals, thereby maintaining a standard approach across the dashboards.
- Driven large scale unstructured data audits across the database systems, RCA for discrepancies and mitigation plans were successfully implemented. This resulted in data accuracy levels increasing by 10 % from 85% to 95%.
- Analytics Projects undertaken:
- 1. Account intent and targeting automation (excel based) – Used Demandbase raw data to create fully automated report to deliver weighted average frequency-based keywords to understand which companies are showing intent on which keywords. Hence, account-based targeting can be identified, targeted and measured.
- 2. Lead and sole developer Heat map on Power BI – The Dashboard reduced 80% manual effort which in turn improved usability and viewability for the senior Leadership of account journey in marketing funnel.
- 3. LinkedIn PBI report development(visualization) – extensively used Power BI to develop automated report which reduced the effort by about 75%.
- 4. CMO report – Automated excel driven report which gives BU wise cuts of analysis, where data ingestion are done on SharePoint folders by campaign managers, reports auto populated in excel templates
Media analyst L2, Paid Social Media
Publicis Sapient
08.2021 - 03.2022
- Oversees campaign performance analysis and reporting on accounts Paid Media Platforms (Facebook, Pinterest, LinkedIn, and Snapchat).
- Deep UI knowledge (Facebook, Pinterest, LinkedIn, and Snapchat) knowledge able to generate reports and insights from data available and report effectively and concisely PPT or automated excel report to Client level.
- Created Datorama dashboards (Power User certification completed) & daily quality checks between Datorama and Platform data and troubleshooting exercise with data science team / self- troubleshoot.
Financial due diligence analyst, Financial services
EY GDS
03.2018 - 07.2021
- Accounting due diligence, trial balance mapping, management account mapping, understanding KPIs and trend analysis on the basis data provided.
- Financial modelling using in excel.
- Power BI Dashboarding of financial data for onshore stakeholder / clients using static data.
- Data cleansing using excel, Alteryx and Power BI.
Production Engineer
Dahiya Automate, New Delhi
09.2014 - 04.2016
- Production line leader, monitoring production line and reporting key performance indicators to the seniors.
- Data management in excel
Production Engineer & BDE
Aditya Labels, New Delhi
08.2013 - 09.2014
- Performed as associate to create plan and coordinate on for injection moulding projects.
- Data management in excel
Education
PGDM - Finance and Business analytics
FIIB
New Delhi, India 01.2016 - 01.2018
B.Tech - Mechanical engineering
Kurukshetra University
Haryana, India 01.2009 - 01.2013
12th - PCMB
CBSE
New Delhi, India10th -
CBSE
New Delhi, India03-2007
Skills
Data-driven decision making
Domain certifications
- LinkedIn Marketing Solutions Fundamentals
- LinkedIn Marketing Strategy
- ABM Certification: Foundations Course by Demandbase
- ABM Certification: Advanced Course by Demandbase
- Marketing analytics by Udemy
- Advanced ML /AI training by Analytics Vidhya
Certification
Advanced power BI training by external team sponsored by TCS
Timeline
Assistant Manager, Growth marketing analytics
Tata Consultancy services
04.2022 - Current
Media analyst L2, Paid Social Media
Publicis Sapient
08.2021 - 03.2022
Financial due diligence analyst, Financial services
EY GDS
03.2018 - 07.2021
PGDM - Finance and Business analytics
FIIB
01.2016 - 01.2018
Production Engineer
Dahiya Automate, New Delhi
09.2014 - 04.2016
Production Engineer & BDE
Aditya Labels, New Delhi
08.2013 - 09.2014
B.Tech - Mechanical engineering
Kurukshetra University
01.2009 - 01.2013
12th - PCMB
CBSE
10th -
CBSE
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