Summary
Overview
Work History
Education
Skills
Certification
Timeline
Generic

Soumya Baddam

Toronto,ON

Summary


  • Established effective analytical methodologies to support both standardized and ad hoc reporting, enabling direct evaluation of key performance indicators (KPIs), website/app performance, conversion rates, funnel effectiveness, user experiences, and online campaign effectiveness.
  • Collaborated closely with cross-functional teams including UX, Creative, Sales, Marketing, and Development to deliver comprehensive reporting, dynamic dashboards, insightful analysis, and innovative business solutions utilizing Tableau and other powerful business intelligence (BI) tools.
  • Took charge of monitoring and implementing Digital Analytics tracking, defining tagging requirements, and collaborating with the development team to ensure the accuracy and effectiveness of tracking technologies such as Adobe Analytics, Google Analytics, Google Tag Manager, Adobe Launch, Adobe Target, Google Data Studio, Power BI, Looker Studio, Decibel, and Glass Box.
  • Conducted thorough analyses to identify and address underperforming areas of the website, app, and other online platforms.
  • Identified valuable opportunities to optimize conversion rates and enhance user experience through the strategic implementation of A/B and multivariate testing methodologies

Overview

8
8
years of professional experience
1
1
Certification

Work History

Digital Analytics Consultant

Hewlett Packard, HP
09.2021 - Current
  • Led comprehensive analyses by integrating online data from various cross-channel analytics platforms, such as Google Analytics and Adobe Analytics, with offline data, yielding valuable insights and actionable recommendations.
  • Devised and implemented data-driven strategies for interactive marketing campaigns, achieving an impressive 20% click-to-lead conversion rate.
  • Developed and executed digital marketing strategies for B2B clients, encompassing email marketing, social media, paid search, SEO/SEM, content marketing, web design, and development.
  • Managed the day-to-day operations of a team of three consultants, ensuring timely project delivery within budget constraints and consistently maintaining client satisfaction levels above 95%.
  • Formulated an inbound lead generation strategy that generated over $430K in new business opportunities annually, with a particular focus on increasing organic traffic by 33% year over year.
  • Owned the responsibility of weekly/monthly reporting and performance insights across various social platforms, including Facebook, Twitter, blogs/communities, and Pinterest, with the overarching objective of understanding and enhancing the "value" of social marketing efforts.
  • Investigated user behaviors through A/B and multivariate testing, resulting in an improved conversion rate and return on investment (ROI).
  • Identified procedural areas for improvement through customer data analysis, employing SQL to enhance the profitability of a nationwide retention program by 12%.
  • Collaborated with the product team to develop a product recommendation engine, enhancing user engagement and generating an additional $230K in annual revenue.

Digital Marketing Analyst

Loblaw Companies Ltd
02.2019 - 08.2021
  • Conducted in-depth analysis of the SaaS system database and web interface to provide valuable insights on consumer segmentation, user experience, and usage scenarios.
  • Assisted the product team in understanding the varying value of different functions for different user roles, enabling targeted product enhancements to improve user experience.
  • Provided trend analysis reports to offer insights on the performance of B2B customer accounts.
  • Identified problematic accounts in a timely manner, facilitating effective communication and improved customer retention.
  • Developed email testing plans that resulted in response rate improvements of over 40%.
  • Enhanced website performance for both large and small-scale businesses through effective search engine optimization (SEO) techniques.
  • Tracked campaign effectiveness and made necessary adjustments to optimize outcomes.
  • Generated comprehensive post-campaign performance reports and created standardized reporting templates by merging data from multiple sources.
  • Achieved over 100% increase in AdWords traffic to client websites by implementing AdWords extensions, refining bidding strategies, and optimizing keywords.
  • Monitored SEO and SEM traffic to client websites and utilized Excel and data visualization tools to make data-driven recommendations.
  • Implemented HTML code on various content management systems (CMS) including WordPress, Joomla, Shopify, and custom CMS platforms.
  • Authored and edited high-performing web content and marketing copy for diverse campaigns, including AdWords, PPC, SEO, email marketing, and direct mail initiatives

Analyst - Digital Analytics

Paytm
11.2015 - 05.2017
  • Developed analytic approaches to support both standard and on-demand reporting, specifically measuring key performance indicators (KPIs), website/app performance, conversions, funnel effectiveness, user satisfaction, and online campaign success.
  • Collaborated closely with cross-functional teams (UX, Creative, Sales, Marketing, and Development) to deliver reporting, dashboards, analysis, and business solutions using Tableau and other business intelligence (BI) tools.
  • Oversaw and implemented Digital Analytics tracking, formulated tagging requirements, and collaborated with the development team to ensure accurate tracking technology, including Adobe Analytics, Google Analytics, Glass box, and Decibel.
  • Conducted analyses to identify areas of underperformance on the website, app, and other online platforms.
  • Recognized opportunities to enhance conversion rates and user experience by implementing A/B and multivariate testing methods.
  • Applied statistical techniques, data modeling, and predictive analysis to address strategic inquiries and offer decision-oriented insights.
  • Promoted to a newly established position responsible for collaborating with clients and account managers to translate business objectives into digital marketing strategies.
  • Created, managed, and optimized multiple AdWords campaigns for the company, generating potential leads for sales and achieving conversion targets.
  • Collaborated with the technical team to analyze data, improve user experience, and optimize product design

Education

Post Graduation Diploma - Data Analytics

Canadore College of Applied Arts And Technology
12.2018

Bachelor in Technology - Computer Science

G. Narayanamma Institute of Technology And Science
Hyderabad, India
11.2015

Skills

    Adobe Analytics

    Google Analytics

    Adobe Target

    Google Tag Manager

    HTML & CSS

    Adobe experience Launch

    Microsoft SQL & Big Query

    Google Data Studio

    Power BI

    Adobe Campaign Manager

    Bright Side SEO

Certification


  • IBM Data Science Professional Certificate License - [2022-07]
  • Google Data Analytics Certificate - [2021-03]
  • Google Data Analytics Certificate - Coursera
  • Microsoft Certified : Data Analyst Associate with Power BI
  • Querying Microsoft SQL Server with Transact-SQL

Timeline

Digital Analytics Consultant

Hewlett Packard, HP
09.2021 - Current

Digital Marketing Analyst

Loblaw Companies Ltd
02.2019 - 08.2021

Analyst - Digital Analytics

Paytm
11.2015 - 05.2017

Post Graduation Diploma - Data Analytics

Canadore College of Applied Arts And Technology

Bachelor in Technology - Computer Science

G. Narayanamma Institute of Technology And Science

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Soumya Baddam