Vishal Mehta
Strategic Analytics Leader | AI-Driven Transformation | Marketing Effectiveness
Mumbai
Summary
Seasoned analytics leader with 14+ years of diverse experience in driving strategic business impact through advanced analytics, AI/ML solutions, and marketing science. Proven expertise in building high-performing teams, developing differentiated capabilities, and delivering large-scale programs for global Fortune 500 clients. Specialized in Marketing Effectiveness (MMM, MTA, Unified Models), Revenue Growth Management, and AI-driven transformation—including Generative and Agentic AI accelerators. Adept at managing senior stakeholders, leading cross-functional engagements, and scaling analytics operations across geographies. Passionate about blending business acumen with technical depth to solve complex challenges and unlock growth opportunities
Overview
14
14
years of professional experience
4
4
years of post-secondary education
3
3
Certifications
3
3
Languages
Work History
Engagement Lead,Integrated Marketing Effectiveness
Fractal Analytics Solutions
09.2022 - Current
- Driving innovation in Generative AI and Agentic AI solutions within the Marketing Analytics domain, with a strong focus on strategic capability development.
- Leading new business initiatives, including pitches, RFIs/RFPs, and business expansions to support organizational growth.
- Spearheading delivery for complex analytics solutions requiring deep domain expertise in Marketing Effectiveness, such as Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), Unified Models, Price and Promo models.
- Successfully led cross-functional engagements like SRM solutions (Price and promo models, Profit pool tool, PPA etc.), Connected Insights Program, and built a high-performing offshore Forecasting Center of Excellence supporting areas such as Connected Demand-Supply Planning, Retail & Vending Forecasting, Category Forecasting, and Marketing Mix Forecasting.
- Actively engaged in business development and project optimization to enhance cost efficiency and profitability.
- Leading strategic analytics partnerships for a major CPG client ranked among the Top Fortune 500, ensuring impactful outcomes through strong stakeholder management.
- Managing and mentoring cross-functional teams to drive solution delivery, innovation, and measurable business value.
Manager, Data Science
Accenture Inc.
11.2020 - 09.2022
- Company Overview: BridgeI2I Analytics Solutions Pvt Ltd
- Subject Matter Expert (SME) for Marketing Analytics solutions (primarily MMM) under CPG business. Also, led AI based solutions like E-commerce watchtower, Pricing watchtower, E-commerce GMV simulator etc.
- Led key transformation initiatives by developing differentiated, industry-leading solutions and capabilities, unlocking new business opportunities and driving growth
- Driving new business growth by proposing best-in-class analytical solutions—both through new client pitches and by supporting program managers in expanding existing engagements with advanced analytics offerings.
- Served as Engagement Manager for two high-priority client engagements
Sr. Manager, Analytics (Nielsen Marketing Mix - GRAD)
Nielsen Company – India
11.2019 - 11.2020
- Responsible for developing the best class innovative products for Marketing Effectiveness business.
- Product development includes areas like Research, Analytics and Development.
- Research is finding the best statistical and analytical approach to meet a certain product/business requirement.
- Development includes developing the product using the tools like Python, Spark, Airflow, Cloud databases etc.
Manager, Analytics (Nielsen Marketing Mix - Implementation)
Nielsen Company – India
11.2016 - 11.2019
- Responsible for working with commercial teams on typical client requests and providing them with right solutions.
- Helping tech experts across regions in establishing the Best Practices for deliverables, Model Building-Validation, process flow etc.
- My team is responsible to do UAT testing, prepare Training Docs, Implementing these tools across Modeling teams across Globe.
- We are responsible to provide them solutions upon them.
- Developing tools to reduce manual efforts and standardize the process or deliverables across regions.
Subject Matter Expert – Marketing Effectiveness
Tata Consultancy Services Limited
01.2015 - 11.2016
- Providing solutions for designing the model structure based upon the commercial requirements in collaboration with onshore consultants.
- Finding technical solutions related to modeling concern like data transformations, improvising the bad model fits, building optimized scenarios through simulators, s-curves etc.
- Analyzing team ‘Key Performance Indices’(KPIs) on regular bases on Quality, Project cycle time, Accuracy, client feedbacks and providing solutions for any lapse and maintaining green KPIs.
- Co-ordinate with on-shore technical experts and commercial experts and finding the solutions for customizing the process to answer difficult business questions of client.
Telecom – Technical Support Engineer
Matrix Comsec Private Limited
08.2011 - 05.2012
- Providing technical support to the field engineers on any technical challenges they face while product installation at site.
- Imparting technical training about products and visiting Sites in case of any critical technical issues in system.
Education
Electronics and Communication
Atmiya Institute of Technology
Rajkot, India 04.2007 - 01.2011
H.S.C. - undefined
Shree P.V. Modi
S.S.C. - undefined
Shree Matru Mandir
Skills
Technical Skills
Programming & Data Science: Python, PySpark, SAS (Advanced, SQL), SQL, Excel (Advanced Macros & VBA)
Machine Learning & AI: Supervised/Unsupervised ML, Deep Learning, Generative AI, Agentic AI
Big Data & Workflow Tools: Apache Airflow, Databricks, AWS (S3, Lambda, SageMaker), Azure (ADF, ML Studio)
Visualization & BI Tools: Power BI, Advanced Excel Dashboards, Custom Webapp-Based Visual Tools
Productivity Tools: MS Office Suite
Business & Analytical Expertise
Strategic Consulting & Capability Building: Extensive experience leading consulting engagements, developing differentiated capabilities, and delivering business impact across domains
Leadership & Client Engagement: Proven track record managing senior stakeholder relationships, driving program expansion, and leading large cross-functional global teams
Thought Leadership: Spearheaded next-gen analytics initiatives including Gen AI/Agentic AI accelerators, advanced forecasting solutions (eg, Watchtowers), and marketing tech innovation
Marketing Analytics:Expertise in Marketing Effectiveness: Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), Unified Measurement, Network Analysis, Portfolio Optimization, and E-commerce AnalyticsDevelopment of interactive simulators and optimizers, custom modeling workbenches, and BI dashboards
Revenue Growth Management (RGM): Price & Promo Modeling, Profit Pool Analysis, Pricing Simulators, and eCommerce Strategic Revenue Management (SRM)
Advanced Predictive Modeling: Deep technical knowledge of OLS, GLM, HLM, Bayesian Models, Hierarchical Bayes, Machine Learning, DLMs, and Auto Modeler frameworks for marketing and forecasting use cases
Certification
Green Belt certification (LEAN-Six Sigma methodologies), 2016
Accomplishments
- Spearheaded the development of AI-driven marketing analytics accelerators (simulators, optimizers, forecasting tools), reducing insight generation time by 30% and enabling faster business decision-making.
- Established and scaled a global Forecasting Center of Excellence, delivering advanced demand, category, and marketing mix forecasts—enhancing forecast accuracy by 20%+ for Fortune 500 CPG clients.
- Won and expanded multi-million-dollar client engagements by leading high-impact pitches and introducing differentiated analytical solutions, contributing directly to top-line business growth.
- Delivered enterprise-level MMM, MTA, and Unified Models, driving 10–15% improvement in marketing ROI and aligning brand, channel, and media strategies across global portfolios.
- Pioneered the integration of Generative AI and Agentic AI within marketing and RGM analytics ecosystems, transforming delivery models and improving solution scalability and automation.
- Designed and deployed interactive, web-based modeling workbenches and BI dashboards, enabling self-serve capabilities for simulators, optimizers, and diagnostics—boosting client engagement and efficiency.
- Led end-to-end transformation of legacy analytics programs, optimizing delivery frameworks and reducing costs by up to 25% through process automation and solution standardization.
- Recognized as a strategic thought leader and innovation champion, enabling new capability development in areas such as eCommerce analytics, Pricing & Promo Strategy, and Gen AI applications.
Personal Information
Date of Birth: 04/27/90
Timeline
Engagement Lead,Integrated Marketing Effectiveness
Fractal Analytics Solutions
09.2022 - Current
Manager, Data Science
Accenture Inc.
11.2020 - 09.2022
Sr. Manager, Analytics (Nielsen Marketing Mix - GRAD)
Nielsen Company – India
11.2019 - 11.2020
Manager, Analytics (Nielsen Marketing Mix - Implementation)
Nielsen Company – India
11.2016 - 11.2019
Subject Matter Expert – Marketing Effectiveness
Tata Consultancy Services Limited
01.2015 - 11.2016
Telecom – Technical Support Engineer
Matrix Comsec Private Limited
08.2011 - 05.2012
Electronics and Communication
Atmiya Institute of Technology
04.2007 - 01.2011
H.S.C. - undefined
Shree P.V. Modi
S.S.C. - undefined
Shree Matru Mandir