Director, Analytics / Marketing Analytics

Nisheeth Singh

*** *** ********* *, **** ***, Long Beach, CA 90802 Cell: 415-***-**** E-mail: ********.*****@*****.***.***

SUMMARY

Problem solving leader delivering data-driven actionable insights. Record of progressively increasing responsibilities and diverse roles with a foundation in Management Consulting and a top-tier Business School education. Core competencies include strategic thinking and analytics. Excellent communicator and relationship builder at the executive level.

EXPERIENCE

Verengo, Inc., Torrance, CA May 2011 to present

Director of Marketing Analytics (Oct 2013 to present)

Director of Analytics (May 2011 to Sep 2013)

Pioneered the development of the Analytics team for a 1,000 employee VC-backed residential solar installer with a footprint in 4 states. Optimized inter and intra-channel Marketing spend. Selected highlights include:

• Built and managed a highly skilled team of 3 Strategy Analysts and 3 T-SQL programmers / SSRS report writers

• Reduced customer acquisition costs by 10 – 40 % by optimizing Marketing spend across Broadcast (Radio/TV), Digital (SEM/SEO), Field Marketing and Direct Mail channels

• Consulted for core business units to deliver on needs ranging from simple ad-hoc pivot table analysis to developing sophisticated statistics-based models to drive dual goals of increased throughput and reduced cost

• Designed and developed the ‘waterfall’ concept of reporting that provides cradle-to-grave visibility in the customer acquisition cycle and drives 100% of the company’s everyday management activities

• Architected and developed the first data warehouse for the company that feeds over 90% of all reporting today

• Educated business units across the organization on the power of Analytics

• Developed and institutionalized KPIs for all business units

Velocify (formerly Leads360), Inc., Los Angeles, CA Apr 2008 to Apr 2011

Director of Strategic Intelligence

A multi-faceted role at a 60 employee VC-backed company (at time of leaving) providing B2C Client Acquisition Solutions, selected areas of impact include:

• Analytics: Developed intelligence models to drive strategic decision-making by analyzing client data. Highlights:

– Consulted for the University of Phoenix to identify best practices for maximizing enrollment and retention

– Developed statistical models for customer acquisition

– Published numerous whitepapers on both strategic and tactical best practices for client acquisition

• Sales (Nov 2008 to Apr 2010): Directed day-to-day sales operations with team of 7 sales executives to drive 37% growth in 2009, a company record that significantly exceeded VC projections. Highlights:

– Reorganized sales team through metrics, targets, business process workflow and training

– Developed and implemented CRM strategy to streamline and continuously improve sales processes

• Product Management: Developed the next version of the product for Mortgage, its largest vertical. Highlights:

– Interviewed customers, partners and internal business units to develop detailed product requirements

– Built a sophisticated sales process workflow modeled on best practices

Salesforce.com, San Francisco, CA Jan 2006 to Feb 2008

Senior Analyst, Sales Strategy & Planning

Maximized sales by applying analytical frameworks to the sales processes at Salesforce.com, a CRM software provider with revenues at $985 million and 2,600 employees (at time of leaving). Selected achievements include:

• Applied statistical techniques to develop a predictive model for sales by zip code and allocate balanced territories

– Decreased standard deviation in sales performance from 30% to 10% across all territories

• Developed framework to match lead generation with Sales targets across multiple channels and 5 global P&L centers

• Identified optimal sales segment cutoffs for Small, Medium and Large businesses

– Increased sales by 23% in the reassigned segments without cannibalizing any segments

• Defined key sales metrics that were used to measure performance across all geographies and sales segments

• Envisioned, implemented and managed a SQL server based data warehouse to serve as the foundation for the company’s analytical infrastructure

A.T. Kearney, Inc., San Francisco, CA Jul 2004 to Dec 2005

Senior Business Analyst

Applied consulting frameworks to solve problems at clients that engaged with A.T. Kearney, a privately-held management consulting firm in 35 countries with 2,500 employees (at time of leaving). Selected projects include:

• Identified 20% savings on an annual spend of $13.6 million for Weld/Assembly Fixtures at Daimler Chrysler using multivariate regression analysis

• Identified 7% savings on an annual spend of $49.5 million for the Ground Handling Services category at Alaska Airlines using strategic sourcing methodologies, contract/pricing analysis, and industry/company issues analysis

• Developed a three-year strategic sales plan for Microsoft’s enterprise finance product rollout in Europe to ensure optimal staffing, budgeting and training while maximizing ROI

• Conducted a procurement spend assessment for Oracle by analyzing $2 billion of indirect spend to build the spend cube

MIT (Massachusetts Inst. of Tech.)/Sloan School of Management, Cambridge, MA Jan 2003 – Jun 2004

Graduate Student, Management and Engineering, System Design & Management Program (SDM)

Applied systems thinking to tackle the complexities of competing in global markets as part of the SDM program. Selected projects undertaken with the industry:

• Modeled global supply-chain for a multi-million dollar drug manufacturing process at Genzyme

– Achieved 99.99%+ service levels while allowing for variable lead times and system shocks

• Optimized manufacturing schedule of Intel’s P4 processors to respond to price elasticity of demand

– Identified potential savings exceeding $250 million annually

• Redesigned the project management structure in a joint development venture between Ford and General Motors

– Identified 20% potential reduction in the product development time

Dept. of Mining Engineering, Southern Illinois University, Carbondale, IL Dec 2001 – Dec 2002

Researcher I

Developed new technologies for coal and coal byproducts usage at the nation’s number two school in research funding for Mining Engineering.

TVA (Tennessee Valley Authority), Drakesboro, KY Jun 1999 – Dec 2001

Quality Process Engineer

Maintained product quality levels and plant operational efficiency for one of TVA’s coal processing plants outputting 24,000 tons of coal/day.

EDUCATION / ACHIEVEMENTS / EXTRACURRICULAR

• M.S., Management and Engineering, MIT/Sloan School of Management, Jan 2003 – Jun 2004

• M.S., Mineral & Coal Processing, Southern Illinois University, Jan 1997 – May 1999

• B.S., Mining Engineering, National Institute of Technology, Rourkela, India, Aug 1992 – Oct 1996

• Best Student Award in Undergraduate Freshman Year

• GMAT score of 770 (99 percentile)

• vice President, Los Angeles chapter, Pratham – the largest non-profit in India dedicated to supporting education for underprivileged children and ensuring that “every child is in school and learning well”

– The Los Angeles chapter has been raising approximately $1 million each year for the last 5 years

SKILLS / TOOLS

• Modeling: Predictive Modeling, Forecasting, Multivariate Testing, Experimental Design, Segmentation

• Multi-channel Marketing: SEM/SEO, Broadcast (Radio/TV), Canvass

• Marketing & Sales: Lead Management, Lead Incubation, Contact Strategy, Call Center Process, Sales Process, Sales Management, Compensation Strategy

• General Management: Lean Manufacturing Principles, System Dynamics

• Analytical & Programming Tools: SQL server, SSRS, SAS, SPSS, Google Analytics, Access, Excel, Visual Basic, PowerPoint, Business Objects, Microsoft Power BI stack

• CRM Systems: SalesForce, Microsoft Dynamics CRM, RightNow, ACT

• Lead Management Systems & Dialers: Velocify (formerly Leads360) LeadManager, VICI Dialer, Five9 Dialer

• Mapping: MapPoint, AlignStar, TerrAlign, Power Map for Excel

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