ARCHANA KUMAR
Los Angeles
Summary
Strategic Data & Insights Analyst with 10 years of experience converting complex data into actionable business intelligence. Expertise in identifying stakeholder needs, developing data systems, and automating workflows to enhance cross-functional initiatives. Leverages analytical skills to drive innovative solutions in data-driven environments.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Senior Analyst - Marketing & Business Insights
First Media
Los Angeles
09.2022 - Current
- Spearheaded performance tracking systems for in-house online publishing brands "So Yummy" & "Blossom", enhancing paid and influencer strategies through real-time dashboards.
- Created automated trackers for community managers, cutting reporting time by 50% and enhancing data analysis capabilities.
- Delivered actionable insights that shaped brand content strategy, driving adjustments to Meta short-form content performance.
- Developed sentiment analysis reports using Brand Bastion for top clients, securing follow-up annual reporting opportunities.
- Provided data-backed narratives for sales and leadership updates, facilitating informed decision-making across teams.
Digital Marketing Consultant
Convosphere
Remote
04.2020 - 08.2021
- Established monitoring tools for tracking trending conversations about client's products/services and competitors, enabling strategic adjustments based on real-time insights.
- Performed sentiment analysis, influencer tracking, and preferred channel identification to inform targeted marketing strategies.
- Configured Boolean queries for social listening and compiled actionable monthly scorecards.
- Delivered snapshot reports on brand reputation with qualitative and quantitative data, supporting informed decision-making for effective brand positioning.
Digital Media Analyst
The Marketing Arm
Los Angeles
02.2017 - 01.2020
- Delivered insights on social media performance and benchmarking to shape strategic direction.
- Increased social media engagement rate by 43% in one year through targeted strategies.
- Produced reports during social media crises, offering actionable best practices for response.
- Created SOP documentation and led onboarding training sessions to improve new hire integration.
Social Media Associate
ZS Associates
New Delhi
01.2014 - 01.2016
- Categorized social media data to identify key themes, stakeholder groups, and consumer personas, enhancing strategic insights.
- Configured and optimized social listening tools to identify unmet needs, benchmark competitors, analyze sentiment, and map patient journeys and brand loyalty, aligning insights with client business objectives.
- Managed workflows between on-site and offshore teams, ensuring timely and accurate project delivery across all stages.
Education
MBA - Marketing & Operations Management
Lal Bahadur Shastri Institute of Management
New Delhi, India01.2014
Bachelor of Technology - Electronics & Telecommunication
TKM College of Engineering
Quillon, India01.2011
Skills
- Data analysis
- Sentiment analysis
- Social media native platform analytics
- Social listening
- Advanced Google Analytics
- Proficient with majority of Industry leading Social Analytical tools
Accomplishments
- Reduced reporting time by 50% via automated trackers.
- Fueled strategy with insights, boosting engagement by 43% in one year.
- Secured follow-up reporting by developing sentiment analysis reports.
- Trained team, improving analytics tool proficiency by 60%.
Certification
- Social Media Marketing Certification - HubSpot Academy
- Sprinklr Engagement Analyst
Timeline
Senior Analyst - Marketing & Business Insights
First Media
09.2022 - Current
Digital Marketing Consultant
Convosphere
04.2020 - 08.2021
Digital Media Analyst
The Marketing Arm
02.2017 - 01.2020
Social Media Associate
ZS Associates
01.2014 - 01.2016
MBA - Marketing & Operations Management
Lal Bahadur Shastri Institute of Management
Bachelor of Technology - Electronics & Telecommunication
TKM College of Engineering