VELAVAN SUBRAMANIAM, PhD, MBA

Trumbull, CT ***** 203-***-**** ad48uu@r.postjobfree.com https://www.linkedin.com/in/vel1357/

ANALYTICS, AI AND DATA SCIENCE EXECUTIVE

Accomplished Leader with experience in developing and implementing Analytics, AI, Data Science strategy with a proven track record to measure and improve strategic programs and deliver operational excellence. Successful at using Analytics, AI, Data Science to optimize marketing and media spend, to uncover new business opportunities globally, to lead business transformation and to optimize product features. Comprehensive knowledge and understanding of Analytics, AI tools and algorithms, data platforms, data models, Big Data and Cloud technologies. Respected leader with the ability to gain buy-in from all levels of organization to drive meaningful change, improving scale and efficiency.

CORE COMPETENCIES

Data Analytics Data Science Data Engineering Data Lake & Platform Data Modeling Data and Privacy Governance Predictive Analytics & Forecasting AI & Generative AI Machine Learning Marketing & Media Analytics Experimentation Business Intelligence Digital Analytics Customer Identity Management Business Transformation

Technical Exposure: PBI Tableau R Python SAS SQL Google Analytics AI Hive Oracle SPARK ML ML Ops Time Series Bayesian Analysis Trees Genetic Algorithms SVM K-Means Regression Logistic Ridge Unica Informatica Salesforce Dynamics Adobe Qlik Omniture AWS Cloud Azure Cloud Agile

EXPERIENCE

Veluan Inc., Trumbull, CT 2024 – Present

AI, Analytics and Data Consulting

Consulting to improve client’s AI and analytics processes and products; Building data products for SMB customers.

MICROSOFT, Trumbull, CT 2020 – 2023

Head of Growth Optimization, Analytics and AI

Oversaw the optimization of all Microsoft’s Growth Drivers including paid digital media, in product messaging, email messaging and Growth-related Engineering initiatives across all Microsoft’s consumer and commercial products

Improved and scaled the tracking and optimization of all new Growth-related Engineering Initiatives for M365 by attributing new Growth-related features and enhancements to business outcomes.

Partnered closely with several teams across MSFT to implement the Unified Data Model framework, Data Standardization, Data Productization, Governance and Privacy principles in the central Data platform.

Introduced a metrics framework (HEART+) across all MSFT apps and features including GAI based Co-Pilot features.

Significantly improved Paid Media LTV / CAC ratios by incorporating several new processes, tools, and vendors Offline Conversion Integration (OCI), Multi-touch attribution, 1DS, Skai etc.

Incorporated Generative AI based solutions for Campaign Set up, Copy Generation and Insights Summarization.

Increased in-product messaging impact by 200% by improving personalization through increased match between audience segments, the message content and Microsoft product surface.

DIGITAS, Westport, CT Jan 2020 – Aug 2020

Vice President – Strategic Client Management

Improved ROI of marketing and digital programs of several strategic clients including Comcast and Walmart.

J. CREW, New York, NY 2017 – 2019

Vice President – Analytics, Data Science and Insights

Developed and implemented Analytics, AI, data science and insights strategy, generating actionable insights to marketing, merchants, and e-commerce teams resulting in improvement in marketing and customer experience.

Built AI / ML models for media optimization, mitigating churn, increasing propensity to buy, improving product recommendations, better targeting based upon lifetime value (LTV) and offer optimization for loyalty programs.

Directed the effort to build automated and unified marketing, customer and brand health dashboards and reports utilizing Tableau, Qlik and Omniture across brand teams.

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Established the multi-touch attribution framework and process with digital marketing teams and advertising agencies to drive marketing performance and profitability improving marketing efficiency by 15%.

Spearheaded the design and build of customer data platform (CDP), identifying and collecting the right customer data in the data lake, establishing a consistent identity management solution across data silos, building an API layer for a self-service BI tool and a modeling engine using AWS Big Data toolkit: S3, Athena, Glue, and Sage maker.

Led the J. Crew personalization effort by segmenting customers to optimize their experience on the e-commerce site and in marketing communication, resulting in improved open rates and click-through rates (20%) of email marketing and driving return on investment of social advertising and on-site conversion rates (10%).

NEUSTAR MARKETSHARE, New York, NY 2014 – 2017

Senior Vice President / Vice President – Product Analytics GTM Lead

Managed the end-to-end GTM process from pre-sales to delivery for all Marketshare’s analytical products for several strategic clients. Utilized big data tools, Data Management Platform (DMP), sophisticated attribution and propensity models, geo demographic segmentation schema, and ML algorithms to improve marketing, digital and loyalty programs of clients.

Increased the return on investment of marketing and digital program by 25% or more for many clients by building marketing mix and multi-touch attribution models and focused audience segments, improving targeting, enhancing customer experience and loyalty programs.

Spearheaded the development and commercialization of an analytical product, Strategy Pro, adding significant incremental revenue; Improved productivity by 30%, by increasing standardization, governance & automation.

THOMSON REUTERS, New York, NY 2010 – 2013

Head of Strategic Marketing Analytics and Insights

Built the Strategic Marketing and Analytics function to accelerate the transition to a data driven, customer centric culture, to drive return on investment of marketing, sales, and digital programs, to enhance the overall customer experience and to provide actionable insights to key stakeholders.

Built actionable dashboards in Google Analytics and Tableau and enabled robust reporting methods.

Led various projects and programs involving cross-functional teams to establish and improve contract intelligence, customer data warehousing (Oracle Exadata), marketing automation (Unica), customer data management (Informatica), and customer relationship management (Salesforce).

Delivered over 200% increases in customer acquisition and conversion rates by improving campaign management, direct marketing, lead generation, segmentation and targeting processes utilizing predictive models and insights.

Directed several projects, pilot programs and A/B testing, to improve the overall customer experience, drive retention, launch the Eikon brand, increase satisfaction, improve net promoter score, and reduce cancellations by 5%

The Nielsen Company Wilton, CT 2000-2010

Manager / Director / Vice President – Innovation Analytics Consulting: The Nielsen Company, BASES, USA

Directed the entire operations of BASES, Nielsen’s innovation and new product development consulting practice, for various global clients; Consulted with marketing teams of various large brands, including Dove, Lipton, Poland Springs, and Zantac, to develop and launch innovative products to drive significant return on investment for partnered brands.

Developed and delivered end-to-end analytical solutions for predicting new product demand, increasing brand equity, improving segmentation, packaging and advertising with a focus on driving profitability; Established consistent global research protocols to execute impactful change to Client’s innovation processes.

Cultivated and expanded relationships with key clients to generate significant incremental revenue.

EDUCATION and PUBLICATIONS

PhD - Concentration in Marketing & Quantitative Research Methods University of Houston, Houston, TX

MBA - Concentration in Marketing Bharathidasan Institute of Management, Trichy, India

Bachelor of Engineering – Mechanical Engineering College of Engineering, Guindy, Anna University, Chennai, India Publications: Articles in various journals including The Journal of the Academy of Marketing Science

Conference Presentations: American Marketing Association & Marketing Science Conference

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