Sayantani Biswas
Greater NYC Metropolitan Area
Summary
Experienced strategic account lead with over 14 years of experience specializing in owning and delivering a wide range of analytical, data solutioning, and product development projects. Skilled in leading executive-level conversations on strategy, budget planning, QBRs, EOY recaps, ROI, and spend alignments across media. Thrives in a fast-paced environment, adept at handling ambiguous ideas or project objectives by breaking them down into manageable pieces for teams. Known for planning and executing high-quality work consistently. Demonstrates exceptional organization skills in team, task, and time management. Strong ability to influence and collaborate with peers and cross-functional teams. Effective in managing, supporting, and mentoring team members to consistently deliver high-quality work that creates business impact.
Overview
15
15
years of professional experience
Work History
Director, Client Management
Blend
01.2023 - 07.2024
- Provide cross functional leadership to elevate reporting & analytics at CVS increasing efficiencies and adoption; labor hours reduced by37%
- Strategic consultant for LinkedIn’s MTA rollout, Grammarly’s marketing mix models (MMM) pilot and Hyatt’s consumer segmentation resulting in targeted spending and increased customer retention
- Growth advisor presenting Blend’s offerings, through persuasive pitches tailored to our existing & new clients' (Louis Vuitton, Hilton Grand Vacations, University of Phoenix, APEI etc.) needs and preferences bringing in2 new clients and $3M incremental revenue
- Project details:
- Orchestrated and guided a dynamic inter-continental team of10 professionals (across the US, LATAM, and India) in the development of a cutting-edge UI housing a suite of marketing analytics tools and using Agile
- The success of the POC catalyzed a series of lucrative extensions, culminating in revenue >$2MM
- Empowered and coached a team of five junior contractors to set up contractual reporting for CVS’s biggest clients
- Spearheaded process enhancements through reporting automation and creating reduction of labor hours and accuracy improvement
- Developed and automated client segmentation & tracking to advise Hyatt on growth and retention strategies and performance
- Assisted customer journey analysis to understand & improve customer experience
Associate Director
Blend
09.2021 - 01.2023
- Implemented data-driven decision-making strategies, leading to more informed business choices and positive outcomes.
- Led teams of up to [Number] personnel, supervising daily performance as well as training and improvement plans.
- Assisted senior leadership in managing all aspects of operations.
- Established strong relationships with key industry partners, creating mutually beneficial opportunities for growth and collaboration
Senior Manager, Client Insights & Analytics
m)PHASIZE: A Publicis Groupe Co.
01.2015 - 01.2021
- Led a team of data scientists & analysts developing, testing, validating & implementing marketing mix models (MMM) across digital & regular channels; deliver actionable insights resulting in ROI improvements >20%
- Clients included Sanofi, Walmart, Molson Coors, Comcast, Pfizer-GSK
- Project details:
- Create EOY & Quarterly Business Reviews to identify business drivers that assist in strategy discussions
- Advise clients on optimal budget allocation across different channels to drive brand growth and ROI improvements – increased conversion rate by100BPS
- Assess brand desirability through channel shifting and retail leakage analysis
- Forecast demand and store traffic to assist operations, supply chain, e-merch and visual merch teams to get better conversion online and in-store
- Incorporate Brand Sentiment & Competitor trends to improve sales targets
- Conduct A/B tests to identify best marketing tactics to retain, recruit and rejuvenate customers
- Liaise closely with agencies, data and modeling teams to maintain data hygiene, model quality and results standards
Associate Client Manager
Nielsen/Diageo
01.2010 - 01.2014
- Part of the Led Custom Analytics group working on and delivering custom solutions to clients’ business questions, assist ongoing research about marketing initiatives and general performance issues
- Clients included Unilever, Kimberly Clark, SUN Laundry Detergents, P&G and General Mills
- Project details:
- Worked on custom models analyzing consumer journey toward single or repeat purchase of products - market basket analysis/product propensity modeling
- Developed basic benchmark reports for every brand based on A/B Tests, pre-post analysis or go-dark test
- UAT scoping and testing for new products & existing enhancements
- Active member of Women in Nielsen & Asian American League, and the mentoring program through United Way
Education
Master of Science - Economics & Financial Management
University of North Carolina, Charlotte
Master of Arts - Economics
Jadavpur University, Calcutta
Skills
- COMMUNICATION & INSIGHTS
- Storytelling: Use data or abstract subjects to craft compelling, insightful stories for clients
- Presentation: Create & present powerful decks to convey ideas, run QBRs, update progress among others
- STRATEGIC LEADERSHIP
- Strategic planning & decision-making
- Relationship building
- Account & project management
- DATA & ANALYTICS
- Data Marts: Digital data (including, but not limited to, Snapchat, Instagram, Facebook, Google etc) Nielsen/IRI datasets across POS and customers
- Simulations and Optimizations using Best Estimates and forecasts
- ANALYTICAL & REPORTING TOOLS
- SAS/ SQL/ Tableau/ Google Analytics
Timeline
Director, Client Management
Blend
01.2023 - 07.2024
Associate Director
Blend
09.2021 - 01.2023
Senior Manager, Client Insights & Analytics
m)PHASIZE: A Publicis Groupe Co.
01.2015 - 01.2021
Associate Client Manager
Nielsen/Diageo
01.2010 - 01.2014
Master of Arts - Economics
Jadavpur University, Calcutta
Master of Science - Economics & Financial Management
University of North Carolina, Charlotte
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