Summary
Overview
Work History
Education
Skills
Work Preference
Timeline
Generic
SURBHI GUPTA

SURBHI GUPTA

Clifton,NJ

Summary

SEASONED ANALYTICS PROFESSIONAL Data Driven actionable insights across all online media channels with experience in retail & financial industries. Delivering complex & high-visibility projects that have enhanced campaign performance & profitability. Extensive cross-team project management experience with onshore & offshore teams.

Overview

15
15
years of professional experience

Work History

ENGAGEMENT MANAGER DIGITAL MEDIA ANALYTICS

EXL Service
New York, NY
08.2021 - 04.2024
  • Performance Media Analytics Lead; Client education on media analytics topics; Client management; Data KPI measurement strategy; Thought Leadership
  • Pivotal role in new business pitches & day to day client presentations & interactions
  • Scoping out new analytics projects & resourcing across all clients; offshore & onshore
  • Orchestrating & creating the data infrastructure for automated reporting dashboards
  • Leading cross-functional meetings, reviewing progress toward sub-work stream milestones, & coordinating with work stream stakeholders such as the data engineering, ad-operations & offshore teams to ensure fulfillment of end to end tracking & measurement needs
  • Creating processes around measurement frameworks, analyses and reporting structures for our clients.

Dentsu Aegis Network/ Merkle Inc
New York, NY
05.2017 - 08.2021

SR. MANAGER DIGITAL ANALYTICS

04.2020 - 08.2021

MANAGER DIGITAL ANALYTICS

10.2018 - 03.2020
  • Leading onshore & offshore teams of analysts within the Performance Media Analytics; develop & implement measurement strategy and testing framework, realize insights & strategic data-driven recommendations across all media channels for performance reporting
  • Pivotal role in client facing presentations & pitches
  • Drove expansion of custom performance reporting, analyses & recommendations across all media channels
  • Conducted data streamlining & consolidation using Google’s BigQuery via APIs and FTP processes
  • Automated Data Visualization via Tableau, making the reporting ecosystem efficient
  • Recruited, trained, and supervised a team of Analysts & Senior Analysts
  • Creating a clear path for career development & professional growth for team members, as their Career Advocate “CA”.

ASC. MANAGER DIGITAL ANALYTICS

05.2017 - 10.2018
  • Measuring cross channel effectiveness, managing efficient budgets & cost pers, ROI analysis
  • Presented quarterly business performance (QBRs), ROI forecasts, learning agendas, measurement & audience segmentation plans to internal & external C-Suite level stakeholders
  • Managed strategic client relationships across all digital marketing channels
  • Point of contact between clients & stakeholders around managing & enhancing digital measurement frameworks
  • Architect solutions, setting up KPIs & provide optimization recommendations that drive results
  • A/B testing, regression analysis, halo impact, budget allocation, channel effectiveness analysis.

SR. ANALYST

Ogilvy & Mather
New York, NY
01.2014 - 01.2017
  • Measuring campaign effectiveness, lead generation and quality & Email marketing
  • Data driven End-to-end marketing campaign analysis (interest phase, action phase, valid lead creation up to win/ revenue measurement- Dashboards; ROI based analysis, lead generation & quality analysis)
  • Querying databases and building dynamic Tableau dashboard for a real time data story
  • Test & learn plan creation with strategy, A/B testing on content, creative, etc
  • For email & digital marketing campaigns.

RESEARCH MANAGER

Hoffman York Inc
Milwaukee, WI
01.2011 - 01.2014
  • Led secondary market research, competitive analyses and web analytics for client accounts
  • Worked extensively on white paper studies to analyze data, trends and economic environments that play an important role in measuring sales
  • Secondary market research, competitive & industry analysis for clients
  • Website analyses & reporting
  • Improved email campaign performance resulting in a 25% increase in leads with the implementing email & direct mail segmentation exercises for cleaner taregting
  • Aiding brand positioning & target marketing decisions
  • Research via surveys; Consumer behavior trends using SurveyMonkey, analyzing behavioral and directional data gathered by the MRI Survey tool
  • Co-ordination with vendors for direct mail lists (including prospect lists).

Marquette University
Milwaukee, WI
01.2009 - 01.2011

ANALYST

09.2009 - 05.2011
  • Data analyses and accessing data trends in support of office
  • Implemented image processing, assessing patterns, seasonality and design processes for smooth & accurate data collection during peak days- Data visualization via Tableau.

Education

MASTER OF SCIENCE - ECONOMICS

Marquette University, Graduate School of Management
5.2011

BACHELOR OF SCIENCE MARKETING - undefined

Arizona State University, W. P. Carey School of Business
5.2006

Skills

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Work Preference

Work Type

Full TimePart Time

Location Preference

RemoteHybrid

Important To Me

Work-life balanceWork from home optionCompany CulturePersonal development programsCareer advancement

Timeline

ENGAGEMENT MANAGER DIGITAL MEDIA ANALYTICS

EXL Service
08.2021 - 04.2024

SR. MANAGER DIGITAL ANALYTICS

04.2020 - 08.2021

MANAGER DIGITAL ANALYTICS

10.2018 - 03.2020

Dentsu Aegis Network/ Merkle Inc
05.2017 - 08.2021

ASC. MANAGER DIGITAL ANALYTICS

05.2017 - 10.2018

SR. ANALYST

Ogilvy & Mather
01.2014 - 01.2017

RESEARCH MANAGER

Hoffman York Inc
01.2011 - 01.2014

ANALYST

09.2009 - 05.2011

Marquette University
01.2009 - 01.2011

MASTER OF SCIENCE - ECONOMICS

Marquette University, Graduate School of Management

BACHELOR OF SCIENCE MARKETING - undefined

Arizona State University, W. P. Carey School of Business

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