Adobe analytics workspace
Vrishali Joshi
Sr. System-Business Analyst
Edison,NJ
Summary
Tag Management & Digital Analytics Leader with 18+ years of experience in Adobe Analytics, Launch/SDK 5.0, data layer architecture, and A/B testing. Proven track record of improving attribution accuracy, data quality, and customer engagement across large-scale digital ecosystems. Expert in debugging, cross-channel analytics, and delivering insights that drive measurable business outcomes.
Overview
20
20
years of professional experience
Work History
Tag Management & Analytics Lead
Verizon Wireless
01.2017 - Current
- Led end-to-end tagging for My Verizon App, Verizon Wireless website, 5G AR App, and Visa Card App; achieved 95%+ tag accuracy and near-zero production defects.
- Redesigned enterprise omnichannel data layer across Web, App, POS, and ACSS, improving attribution accuracy by 90%+.
- Delivered actionable insights that increased operational efficiency by 50% and strengthened KPI visibility.
- Built and optimized Adobe Target A/B tests to improve performance and tracking integrity.
- Served as Adobe Admin, overseeing permissions, classifications, bot rules, IP exclusions, and maintain raw data feeds.
- Acted as primary debugging expert using Adobe Assurance, Charles Proxy, Quantum Metrics, and Android Studio.
- Improved campaign measurement by refining marketing channel rules and tracking governance.
- Supported AI/ML programs using behavioral analytics, contributing to a 30% lift in customer engagement.
Tag Management, Software Test Analyst, Content Management
Various roles with E*TRADE, Infinity, Connexus
01.2006 - 01.2016
- Implemented tagging using Tealium, Ensighten, and Adobe DTM for digital and e-commerce platforms.
- Performed QA across web, CRM, and mobile apps including automated testing (LoadRunner, QTP).
- Managed digital content lifecycle ensuring consistent, on-time delivery across web and intranet.
Education
MBA - Leadership Management
Strayer University
03.2025
B.S. - Electronics
Pune University
03.1999
Skills
Analytics: Adobe Analytics, CJA, Google Analytics, Tableau, ThoughtSpot
Tag Management: Adobe Launch, Edge SDK/SDK 50, GTM, Tealium, Ensighten
Testing: Adobe Target, Maxymiser, A/B & Multivariate Testing
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Software
Ensighten
Tealium
Timeline
Tag Management & Analytics Lead
Verizon Wireless
01.2017 - Current
Tag Management, Software Test Analyst, Content Management
Various roles with E*TRADE, Infinity, Connexus
01.2006 - 01.2016
B.S. - Electronics
Pune University
MBA - Leadership Management
Strayer University