Pavitra Chitra Jayaraman
Analytics Leader
Oakville,ON
Summary
A Google cloud & CBAP certified business & data analytics professional with over 8 years of digital analytics experience, currently
executing the role of Digital Analytics Manager (Insights), with focus on customer engagement, acquisition, retention and product
improvement using qualitative and quantitative data analysis.
Overview
13
13
years of professional experience
5
5
years of post-secondary education
6
6
Certificates
Work History
Senior Manager, Analytics
Loblaw Digital
Oakville, ON
2022.09 - Current
- Led High-Performing Analytics Team: Directed a team of skilled analysts ,fostering a culture of excellence and collaboration, resulting in successful project outcomes and increased team productivity.
- Strategic Data-Driven Decision-Making: Managed successful creation of resilient data pipelines, utilizing BigQuery and DBT to establish scalable and efficient data models, powering advanced dashboards leading to improved data accessibility and actionable insights, as evidenced by a 30% increase in user engagement
- Developed and established business-relevant metrics, ensuring consistent communication across all teams. This initiative significantly enhanced collaboration efforts, resulting in 25% increase in efficiency.
Digital Analytics Manager
Loblaw Digital
09.2020 - 09.2022
- Structured & built Data Schema models for a new analytics platform roll out across Loblaw Digital
- Utilizing the data, built
- Looker data model and dashboard, decommissioning redundant dashboards by 80%, thus driving efficiency
- As a part of Analytics & Insights team, generated insights to improve Shoppers drug mart’s mobile app’s checkout conversion rate from 0.9% to 1.2%
- Built multi-touch attribution models to determine key customer touchpoints in order to drive customer loyalty & improve
- ROAS
- Created & developed a cumulative insights automated dashboard crunching data from different data sources (web analytics, marketing & Hybris) for the purpose of cross functional teams (Marketing/ Product/ Merchandizing)
- Established relationships with stakeholders (including senior leadership) from different teams and spearheaded Analytics & Insights as a practice for Shoppers
- Unearthed key customer UI/UX problems that impacted conversion rate & constantly involved in developing strategies/experimentations to improve KPIs
- Drove efficiency across the organization by adding new data pipelines to the Data warehouse & automating reports that reduced manual effort by 14%
- Analytics
Insights Lead
Pearson Education
05.2019 - 09.2020
- North America – Performance Marketing)
- Performed Cross-Sell analysis using data from different data sources and identified business opportunities for Cross- selling Pearson products based on observed user engagement and purchase behavior
- Generated $1.2M additional revenue from the Cross-selling test
- Created, developed and executed strategies targeted to improve site’s performance during the peak season of sale
- These Strategies resulted in: 1) Improved Site Performance and Increased customer engagement by 5%
- 2) Reduced
- Cart drop offs by 1.5%
- Developed a Customer Churn model that predicts customer churn based on customer purchase and engagement behavior
- Defined Marketing mix modelling strategy based on MTA and performance trends to improve marketing ROAS
- Developed a standard for Analytics Implementation and worked along with the Product Development and Product
- Marketing team to track and measure different KPI
- Presented key metrics to senior leadership on a monthly basis to take data backed decisions
- Coached and mentored the team on Analytics best practices, Analytics tools, capabilities and implementation
Data & Analytics Consultant
Cognizant Consulting
Mississauga, ON
01.2016 - 03.2019
- Pearson Education
- Generated Forecasting models using R & Python for allocating marketing dollars in the right channel to maximize Lead and Ecommerce conversion
- Have contributed in increasing ecommerce conversion rate by 2%
- Designed and developed several dashboards using Tableau on Campaign and Ecommerce performance using data from various sources (BigQuery, Google Analytics, Google Tag Manager, Salesforce etc.) periodically and presented to senior leadership
- Presented key metrics from Dashboards showcasing product performance to Product teams and Senior leadership
- Identified, measured and recommended digital strategies for benchmarking KPIs across all business areas through data driven insights
- Employed statistical methods such as Multivariate analysis and A/B testing for optimizing and improving UI/UX of our e- commerce and support sites
- Analyzed the performance of support sites and improving the usability of self-service options available
- Have contributed in decreasing customer enquiries by 5%
- Spearheaded requirements engineering phase, documented user stories and maintained the product backlog as a product owner in Agile based projects
- Designed and developed business case artifacts involving rapid prototyping and design thinking-based approach
Senior Analyst
Maersk GSC
Chennai
08.2015 - 01.2016
- Worked on a Social Media project and delivered a presentation on “Social Media Communication by Maersk” to the Head of Maersk – Brand & Insights team and suggested changes for effective social media reach
- Award - “Champ of the month for Social media analysis & consulting”
- Designed the Social Media Strategy for Maersk Line to boost its Social Media presence & ran Social Media Campaigns to measure the response
- Resolved customer queries by analyzing the complaints & feedbacks from customers in all Social Media platforms
- Using Google Analytics, analyzed the conversion funnel and suggested steps to mitigate problems faced by customers due to technical or non-technical issues & boost conversions using different channels
- Employed predictive analytics to define a model for pre-booking cargo for the customers
Quality Assurance Engineer
Oracle
Bangalore
11.2012 - 04.2014
- Designing, installing and evaluating quality control methods and systems for automation
- Employed customer analytics, performed data mining to build product enhancements that led to 25% savings in operating time for the customer
- Streamlined the diagnostic tool based on customer performance trends
- Designed continuing maintenance of product quality
- Developed standards and procedures to provide quality guidance and method
Software Engineer
Verizon
Chennai
10.2010 - 11.2012
- Interacted with clients, captured user requirements/complaints/ new features to be implemented on ICON and translated it into high level design documents
- Prepared requirement traceability matrix, UML and process flow diagrams for all the new implementations
- Operated as a point of contact for defect and change management during new implementations
- Designed and coded many Software solution patches to fix over 100 bugs in VenuE tool aiding in tool stability and leading to a drop-in customer complaint by 40
Education
Master of Business Administration - Information Technology Management
S P Jain School of Global Management
05.2014 - 04.2015
Bachelor of Computer Science & Engineering - undefined
SMK Fomra Institute of Technology, affiliated to Anna
07.2006 - 04.2010
Skills
Languages & Databasesundefined
Accomplishments
- Certifications: Google Cloud Certified Professional Data Engineer
Certification
Machine Learning Certified by BrainStation
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Quote
When people talk, listen completely. Don’t be thinking what you’re going to say. Most people never listen.
Ernest Hemingway
Timeline
Senior Manager, Analytics
Loblaw Digital
2022.09 - Current
Digital Analytics Manager
Loblaw Digital
09.2020 - 09.2022
Insights Lead
Pearson Education
05.2019 - 09.2020
Data & Analytics Consultant
Cognizant Consulting
01.2016 - 03.2019
Senior Analyst
Maersk GSC
08.2015 - 01.2016
Master of Business Administration - Information Technology Management
S P Jain School of Global Management
05.2014 - 04.2015
Quality Assurance Engineer
Oracle
11.2012 - 04.2014
Software Engineer
Verizon
10.2010 - 11.2012
Bachelor of Computer Science & Engineering - undefined
SMK Fomra Institute of Technology, affiliated to Anna
07.2006 - 04.2010
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