VINAYA NAREDDY
Senior Analyst
Hyderabad
Summary
Senior Analyst, MMM / ROI Analytics & Business Insights delivers marketing mix modelling, ROI analysis, and business insights for FMCG brands. Reviews model outputs, media spend, brand metrics, and sales KPIs to surface performance drivers, validate findings, and tighten reporting accuracy. Translates complex analysis into executive narratives, dashboards, and recommendations that clarify what changed, why it matters, and what to do next.
Overview
5
5
years of professional experience
Work History
Senior Analyst, MMM / ROI Analytics & Business Insights
Kantar
Bangalore
04.2025 - Current
- Supported MMM and marketing effectiveness for global FMCG brands by analyzing media spends, brand metrics, sales KPIs, and market factors to clarify business performance insights.
- Review model/reporting outputs, input trends and business assumptions to ensure findings are accurate, consistent and ready for stakeholder decision-making.
- Interpret ROI, media contribution and sales-driver insights to identify optimization opportunities, performance risks and practical business actions.
- Translated complex analytical outputs into concise executive narratives, dashboards, and actionable recommendations that outlined key changes, implications, and next steps.
- Partner with cross-functional teams to clarify business questions, validate findings, manage stakeholder queries and deliver accurate reporting outputs on time.
Analyst, Data Engineering, Analytics Validation & Visualisation
Kantar
Banglore
02.2022 - 03.2025
- Validated datasets, reporting outputs and business metrics to identify inconsistencies, recurring issue patterns and improvement opportunities before delivery.
- Created a Power BI application to generate test cases for a custom tool, strengthening review coverage and improving repeatability of validation checks.
- Documented business rules, quality findings, requirements, test outcomes and status updates to support governance, issue resolution and consistent execution.
- Analyzed market data to identify trends and opportunities for client strategies.
- Collaborated with cross-functional teams to refine research methodologies and processes..
Education
M.Tech - Computer Science & Engineering
CMR Institute of Technology
Hyderabad, IndiaB.Tech - Computer Science & Engineering
CMR Institute of Technology
Hyderabad, IndiaSkills
Marketing Mix Modelling (MMM)
ROI Measurement
Marketing Effectiveness
Model Output Validation
Data Quality Checks
Sales Driver Analysis
Media Performance Analysis
Business Performance Analytics
Timeline
Senior Analyst, MMM / ROI Analytics & Business Insights
Kantar
04.2025 - Current
Analyst, Data Engineering, Analytics Validation & Visualisation
Kantar
02.2022 - 03.2025
M.Tech - Computer Science & Engineering
CMR Institute of Technology
B.Tech - Computer Science & Engineering
CMR Institute of Technology
Projects
TikTok Marketing Analytics
• Evaluated campaign and business KPIs to identify performance trends, opportunity areas and optimisation actions through structured analytics reporting.
Applebee's Consumer & Business Insights Analytics
• Synthesised performance data into clear business insight summaries and recommendations to support cross-functional decision-making.