Aitijhya Sarkar
Jersey City,NJ
Summary
Senior analytics leader with 13+ years of experience in Financial Services driving digital marketing analytics, paid media insights and establishing AI Search measurement solutions across complex, high-growth environments. Proven ability to lead teams, mentor talent and translate data into actionable business strategy - with deep expertise in analytics, reporting and performance optimization. Known for partnering with cross-functional stakeholders to improve business outcomes through insight generation, measurement strategy and scalable analytics enablement
Overview
15
15
years of professional experience
Work History
Executive Director, Channel Marketing Sciences
Wells Fargo
New York, New York
01.2025 - Current
- Manage and develop a team of Leads and Data Analysts across the U.S. and India, responsible for building and scaling marketing measurement capabilities including attribution, incrementality testing, Media Mix Modeling (MMM), and performance measurement frameworks supporting ~$400M in annual media investments
- Partner with Marketing, Product, Technology, Legal, and Risk teams to establish Wells Fargo’s AI Search and Generative Engine Optimization (GEO) strategy, developing measurement frameworks to improve brand visibility, sentiment, and share of voice across LLMs and AI-powered search platforms (+44% increase in Wells Fargo Mentions in 2026)
- Drive adoption of first-party customer data, propensity models, audience segmentation, and customer journey analytics to improve targeting, personalization, cross-channel engagement, and identification of revenue growth opportunities across paid media and AI Search channels
- Collaborate with strategic partners including Google, Meta, LiveRamp, TransUnion, SEMrush and media agencies to evaluate and implement next-generation marketing technologies such as Enhanced Conversions (+18% higher attribution across the enterprise), Value-Based Bidding (+5% incremental conversions for consumer cards), Conversion APIs, identity resolution solutions, and advertising opportunities within AI platforms (Google AI Mode, ChatGPT)
- Lead the development of executive-facing dashboards and reporting solutions using Tableau, Power BI, Looker, and other visualization tools, translating complex data into actionable insights for senior leadership
- Staying ahead of emerging trends in privacy regulations, analytics innovation, AI-driven marketing, and measurement technologies, identifying opportunities to enhance marketing effectiveness and future-proof analytics capabilities
- Experience working with Hadoop, Python, SQL, Adobe tools, reporting tools
Senior Manager, Data Analytics
American Express
New York, New York
04.2021 - 01.2025
- Led the US Media, Audience and AdTech analytics function for US Consumer Prospects, Cardmembers and Travel & Lifestyle Services responsible to drive Incremental card acquisitions, improve efficiency and increase cardmember spend (Total Media Budget ~$90M) through analytical insights, campaign optimization, experimentation and data driven initiatives
- Managed analysts and consultants across geographies to develop and implement multiple digital ad-tech measurement and attribution framework to quantify the impact of American Express run Paid Media campaigns
- Enabling Cookieless and privacy-safe marketing solutions through data integrations with Ad-Tech Ecosystems - Google Ads Data Hub (ADH) & Facebook Advance Analytics (FBAA), solutioning for Omnichannel initiatives, prioritizing Server-side tag implementation – expected to drive +5% new card acquisitions for Media channels
- Pioneered the creation and enablement of Amex 1st Party Audiences across Business Units (Consumer Prospects, Cardmembers) to drive incremental card acquisitions, incrementality measurement, A/B Testing and personalization through People Based Marketing (PBM); Drove build business impact of $542M in 2024 YTD for consumer prospects through this initiative
- Collaborated with marketing and external agencies on Audience Segmentation, Conversion Lift testing and Attribution - estimating halo impact of Paid Media on other channels for budget optimization and Demand Generation
- Hands-on experience on SQL, Python and web-tracking tools
Senior Manager, Prescriptive Marketing Analytics
American Express
New York, New York
11.2019 - 03.2021
- Led multiple analysts to drive end-to-end analytics projects and Test & Learn for US Consumer Card business through Paid Search (PPC); (Total PPC budget ~$43M)
- Pivoted towards customer retention strategies during COVID to drive higher customer engagement through value injection, financial relief campaigns, define metrics and help optimize the cardmember journey/audiences, drive higher app downloads, acquire Personal Savings accounts through PPC sitelinks
- Proactively oversaw the applicant quality and cardmember spend in Travel and Non-Travel segments to generate insights and direct agencies on creatives, targeting, segmentation strategy to drive higher ROI and increased demand for products
- Validate and sign-off monthly bounties to the agency after careful evaluation, identification of tracking gaps, inactive card members
Senior Manager, Digital Marketing Analytics
American Express
Gurgaon, Haryana, India
09.2014 - 11.2019
- Led a team of 3 analysts to drive end-to-end analytics solutions for Consumer Business (EMEA – UK, Sweden, Norway, Finland and LACC – Mexico, Argentina) through Paid Search (PPC); Responsible for Digital Demand Generation using Data Driven Targeting, Measurement and Attribution for Brand Campaigns (GABM International Markets)
- Managed the development and implementation of in-housed product for automated ad-copy theme creation for testing by text mining ads (TACTT); Scaled A/B testing across international markets using the tool to drive incremental billed business ~$24M
- Proactive in designing the Test & Learn Program for LACC, 2nd Presence test for UK/CA, Personalization in ad-copy messaging, Account Optimization, Streamlining the Tracking of the channel
- Led the Internal Acquisition (IA, Increase Customer Billings) Project for UK and Australia markets (~50% increase in Billings for Customers) & proposed IA Strategy for 3 International markets with estimated impact of ~$ 11M
- Pioneered the Gmail Sponsored Promotions (GSP) project, starting from the Idea Generation Phase to launching it in 15 International Markets which resulted in acquiring +10K New Card members with Incremental Billings of ~$150 MM (Nov’14 – Jun’18)
- Hands-on programming experience in SAS, SQL and Python to implement Regression, Time Series, Clustering Strategy
- Innovated the Generics and Retargeting Strategy using Segmentation, Geo-targeting, Time of Day, Repeat visits to find the most profitable segments and drive efficiency
- Extensive Product Knowledge of Amex Internal Tools, Google AdWords, Microsoft Bing, Adobe Clickstream, Web Tracking data
Analyst, Equities Technology
Nomura
Mumbai, Maharashtra, India
06.2011 - 06.2012
- Responsible for requirements gathering and development of TradeSpex application, analytical tool used by Nomura clients worldwide, to analyze the predicted portfolio performance in terms of Returns, Risk, Liquidity and Budget allocation
- Efficiently handled Internal Client Expectations in terms of Change Requests and Managing Timelines
- Received the Letter of Recommendation for excellent performance by Mr. Yogesh Sehgal, VP, EQIT (Analytics), Nomura
Education
Applied Data Science Program: Leveraging AI For Effective Decision-Making -
MIT Professional Education
12-2024
MBA - Finance
Management Development Institute (MDI)
Gurgaon, India05-2014
Bachelor of Engineering - Computer Science
Bengal Engineering And Science University (BESU)
Shibpur, India05-2011
Skills
- Marketing Measurement
- Data Visualization
- Customer Journey Analytics
- Audience Segmentation
- People Leadership
- Data-Driven Decision Making
- Stakeholder Relations
- Data Science
- AdTech
- Experimentation
- Python
- Digital Marketing
- Data Mining
- SQL
- Web Analytics
- Customer Insights
Timeline
Executive Director, Channel Marketing Sciences
Wells Fargo
01.2025 - Current
Senior Manager, Data Analytics
American Express
04.2021 - 01.2025
Senior Manager, Prescriptive Marketing Analytics
American Express
11.2019 - 03.2021
Senior Manager, Digital Marketing Analytics
American Express
09.2014 - 11.2019
Analyst, Equities Technology
Nomura
06.2011 - 06.2012
Applied Data Science Program: Leveraging AI For Effective Decision-Making -
MIT Professional Education
MBA - Finance
Management Development Institute (MDI)
Bachelor of Engineering - Computer Science
Bengal Engineering And Science University (BESU)