Senior Manager
Adidas
Total years of experience :9 years, 10 Months
Leading the Membership and CRM insights team, singularly providing strategic insights on customer behavior to teams across 19 countries spanning the Middle East, South Africa, India, SEA, and PAC to boost member acquisition, engagement, and sales.
• Established and assessed KPIs, set targets, analyzed campaigns, and performed transactional data analytics for Adidas loyalty program ‘adiClub’. Delivered omnichannel insights to stakeholders across global, finance, brand, e- commerce, and retail.
• Implement and assess the effectiveness of highly targeted marketing campaigns by leveraging analytical models such as Churn, Affinities, Segmentation and Personas.
• Developed a dynamic dashboard providing in-depth insights into countries' membership health at product category level, offering analyses on demographics, AOV & AOF trends, new vs repeat buyers, franchise performance, time between purchases, cross-category purchases, and campaign effectiveness.
• Led the analytics strategy and roadmap for the organization, identifying opportunities across business units, and implemented advanced techniques for data analysis and modeling.
• Developed clustering and classification models using demographics and transactional data to segment and classify customers. Proposed strategies for enhanced engagement and retention.
• Developed a comprehensive customer handbook by conducting analyses on demographics, spending patterns, product preferences, fixed wallet, and customer dormancy, to provide a holistic view of each customer.
• Collaborated with products and customers team to plan the launch of a new product. Analyzed potential outcomes, evaluating sales growth and the impact on existing products due to potential cannibalization.
• Predicted demand and supply of products at postal code level using 50+ geographical variables. Applied insights to optimize market expansion, improve resource allocation, and guide informed infrastructure planning.
• Designed a model aimed at profiling customer risk within the domain of anti-money laundering, enhancing risk assessment. Also, developed a dashboard for streamlined visualization and efficient decision-making.
• Developed a dashboard offering a comprehensive overview of product sales trends, including quantity and net sales, product subtype distribution, channel breakdown, and weekday sales patterns.
● Tested ETL jobs and Unix server programs from various front-end applications to CRM database.
● Automated 430+ test scripts for a Digital Messaging System saving over 120+ hours of manual work every year.