Divya Divakaran
Singapore,Ang Mo Kio
Summary
15+ years of analytics, consulting, commercial and leadership experience of leading teams/ engagements, managing stakeholders and presenting business recommendations to senior client executives across industries, Shipping/Pharmaceuticals/Banking. Collaborative leader with the ability to grasp complex business problems swiftly and effectively engage client leadership. Led and executed an array of projects including pipeline management, analyzing business performance, market analytics, customer segmentation, specialty and patient data analytics, executive and field reporting and ROI analysis for industries.
Expertise in campaign mechanics, campaign progress and effectiveness, A/B testing, reporting, compliance & audit process implementation, hyper personalization and campaign flow designer. Developing automated triggers for campaigns and report rationalization exercise. Recognized as a subject matter expert and a critical resource for fast paced projects and advised as a go-to person for problems that require both technical and business perspectives. Highly self–motivated professional who can handle complex problems effectively with the versatility to work among diverse groups and software platforms.
I have been working in Singapore on Employment Pass.
Overview
16
16
years of professional experience
Work History
Commercial Analytics Manager
RightShip
, Singapore
12.2021 - Current
- Reporting directly to the Chief Commercial Officer and upwards to the Chief Executive Officer, I am responsible for the development and performance of new and existing businesses
- Planning, developing, and executing business development strategies which could steer out of a market situation or a strategic intervention that organization thinks is required for business sustainability/scalability
- Crafting and developing efficient, compliant procedures for data analysis/business development and management, while coordinating with various data sources for standardization
- Responsible for overall project planning, progress, and deliverables for key metrics in a centralized data mart
- Proactively identify pain points and gaps from both business and technical sides and propose optimization solutions
- Liaising with stakeholders on the performance of ongoing projects, through key performance indicators
- Accountable for the Commercial Financial Reporting and Forecasting procedures and standardization rules across the organization
- Competitive analysis and market study to understand company’s standing and maturity in the ESG (Environmental, Social and Governance) space
- Outline the scope of work, produce tenders for new/outsource work and present to the leadership team for authorization
- Compiling and presenting key operational and commercial updates to the divisional leadership team and board
- To provide line management duties for commercial team, including setting them to work, providing regular feedback, opportunities to develop, succession planning and performing formal performance reviews
- Work with my colleagues and team to Implement new and better ways of working
- Embrace and promote the company culture
Senior Business Analyst
DBS
, Singapore
08.2016 - 12.2021
- Designing and developing Campaign mechanics, managing internal communications, working on multiple data pipelines from various data sources including Teradata Warehouses, Adobe Analytics and ADA BigQuery data warehouses
- This enables our business partners to build forecasting and predictive models for Business Analytics Team
- Building and triggering multi channel marketing campaigns, such as, Emails, Message center, Push notifications, Telemarketing, Auto Dialer System, Online Banners, Coupon Initiatives and Direct Mails
- Created A/B testing for various Insurance Products and used Google Analytics funnels to determine the success of these pages
- Building on solutions around customer fatigue especially for Auto Triggered Campaigns
- Lead the effort to develop easily deployable, manageable and fault-tolerant data pipelines and databases while adhering to Compliance and Audit guidelines
- Migrated legacy data pipelines to more scalable and easily deployable components in CMP via ADA
- Enabled our Business stakeholders to improve customer experience and increase lead volumes by building reporting on data that captures online user impressions, web page utilization, and customer conversion statistics using Google Analytics
Strategy Consultant
Accenture
Chennai, India
05.2011 - 06.2016
- SME for Accenture Benchmarking Solutions, Management Reporting Diagnostics, KPI Strategy & Dashboard (Power BI, Tableau)
- Designed and developed Customer Data Analysis and setting up Strategy and Customer retention activity for a Leading Retailer in East Asia
- Build Strategy for implementation of IBM TRIRIGA real estate lease administration module
- Developing functional designs, interface documents, develop automated data checkpoints, and develop training guidelines
- Designed and developed Gap Analysis study for optimum channel mix based on ROI, performance benchmarks and customer preference
- Part of the bigger migration team and was responsible for database merger for two banks
Business Analyst
Mu-Sigma Pvt Ltd India
Bangalore, India
07.2008 - 03.2010
- Designed, developed, maintained and provided enhancements for Physical At Risk Model based on RFM (Recency, Frequency and Monetary), for specific products
- This study was later utilized as a critical input for New Product Placements
- Designed, developed Business Rules for Patient level Data coming directly from IMS Data Source, for a Pharma Giant in US, by understanding the drug consumption patterns of patients and position of drug in the market and reporting on the drug life cycle
- Provided support round the clock by resolving all the data and reporting related issues for reports built on SPSS, SAS and Excel VBA
- Lead the support team during the holiday seasons
- Successfully replaced the onshore MABI (Market Analytics and Business Intelligence) team with offshore 5 member team and redesigned it to be more flexible and have a better vendor friendly User Interface for content enrichment
- This implementation was a huge cost saving for the client and Big Win for our firm
- Leading the project from Mu-Sigma for MABI reports, campaigns and model building activity
Education
NUS Future Leaders Programme - Organizational Leadership
National University of Singapore
Singapore02-2023
Masters in Science - Statistics
Ramjas College, Delhi University
India01.2008
Bachelor - Science, Statistics
PG DAV College, Delhi University
India01.2006
Skills
- SAS programming
- Tableau Software
- Power BI
- Google Analytics
- Data Quality Management
- Dashboard creation
- Data Visualization
- CRM Data Management and tools (Salesforce, Microsoft)
- Business Intelligence
- Analytical Thinking
- Statistical Analysis
- Decision-Making
- Team Collaboration
- Organizational Skills
- Database structures
- Time-series analysis
- Problem-solving aptitude
- Data Acquisitions
- Adaptability and Flexibility
- Quantitative analysis expertise
- Digital Transformation
Languages
- English – Read, write and speak
- Hindi – Read, write and speak
- Malayalam – Read and speak
- Tamil – Speak (basic)
Timeline
Commercial Analytics Manager
RightShip
12.2021 - Current
Senior Business Analyst
DBS
08.2016 - 12.2021
Strategy Consultant
Accenture
05.2011 - 06.2016
Business Analyst
Mu-Sigma Pvt Ltd India
07.2008 - 03.2010
NUS Future Leaders Programme - Organizational Leadership
National University of Singapore
Masters in Science - Statistics
Ramjas College, Delhi University
Bachelor - Science, Statistics
PG DAV College, Delhi University
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