Senior Manager Digital Marketing

Priyanka Kumari

Senior Manager Analytics & Consulting

Contact Information

Phone: +847-***-****

Email: ********************@*****.***

Professional Summary

Senior Manager at Tiger Analytics with over 18+ years of expertise in data, analytics, and technology consulting, specializing in transformative solutions for pharmaceutical and healthcare clients. Skilled in modernizing Commercial Pharma data ecosystems and delivering comprehensive end-to-end data solutions, including cloud implementations to streamline processes and drive results.

Extensive experience in leading modernization technology programs utilizing cloud platforms such as Databricks, Snowflake, AWS (Glue, EC2, S3), and on-premises databases like Teradata and Oracle. Highly skilled in data modeling, analysis, and visualization, with a talent for translating technical concepts into impactful narratives for cross-functional teams. Demonstrated success in collaborating with diverse stakeholders to drive data-driven solutions, enhance operational efficiency, and deliver tangible results.

Deep understanding of syndicated commercial pharma datasets across Claims (APLD, LAAD, OPTUM, Komodo), EMR, MMIT, Formulary, Payer, Retail Sales (Xponent Prescriber), NON-Retail Sales (DDD), Specialty pharmacy (SP/SD), Copay, Prescriber – plan data, Non -Personal Promotions data, Speaker Programs, Email Campaigns, Digital Marketing.

Extensive experience and deep understanding of internal commercial pharma datasets across CRM (Activity, Call Plan), Sales Ops (Roaster, Alignment, Incentive Compensation etc)

Skills & Expertise

Programming Languages: SQL, Pyspark

Databases: Amazon Redshift, Teradata, Oracle

Tools & Platforms: Databricks, Snowflake, IICS, Informatica PowerCenter, Cloud Ecosystems (Amazon AWS, Microsoft Azure), GitHub, Teradata BTEQ Scripts, AWS S3, AutoSys, Airflow, PowerBI

Project Management & Leadership: Agile, Jira, Stakeholder Collaboration, Roadmap & Implementation Planning

Professional Experience

Tiger Analytics Nov 2023 – Till date

Role: Senior Manager, Analytics & Consulting

Project: Merck Patient Insight Engine (PIE)

Roles & responsibilities

Developed an integrated data ecosystem to deliver actionable insights into patient journeys, HCP and account activations to support execution of marketing and brand strategies for Oncology and Rare Disease indications.

PIE Initiative enabled the insourcing of IQVIA weekly alerts for the APLD Processed Claim process, resulting in annual cost savings of $3.5 million for the customer.

Conducted Exploratory Data Analysis (EDA) using the IQVIA ONC EMR dataset to define and refine business rules for patient cohort identification across multiple tumor types in Oncology, enabling more targeted and effective data-driven strategies.

Collaborated with the Business Insights and Analytics team to identify and implement a features list derived from patient demographics, treatment patterns, and clinical characteristics. This analysis determined key drivers with the highest predictive power to train machine learning models for Surgery, Metastatic progression, and disease staging.

Developed dashboard to compare the Surgery, Stage predictive models result with the benchmarks from different sources like kantar, IQVIA market sizing across multiple tumor types for understanding the accuracy and performance of the ML Models.

Delivered Common Data Model, Analytics Ready Datasets, and Solution Ready Datasets for Oncology Patient Claims using IQVIA APLD monthly and weekly datasets. These datasets provided key metrics on patient cohorts, lines of therapy (LOT), surgeries, and disease staging, ensuring data usability and accessibility for Business Users, Brand Teams, and Analytics Teams.

Created an integrated view with preauthorization metrics using MMIT and IQVIA claims data to help Market access stakeholders to monitor medical policies and payer restrictions for a key Oncology product and its competitors. Key KPI metrics captured Patient share, Lives Covered, Lives by access/channel, status changes.

Collaborated with business stakeholders to establish robust data governance, stewardship frameworks, and data quality business rules.

Axtria Inc Sep 2022 – Oct 2023

Role: Senior Manager, Technical Lead, Onshore

Project: Sapphire (Modernization of Data Warehouse from Oracle to Snowflake for Vaccine Operations)

Roles & responsibilities

Facilitated discussions centered on business use cases, leveraging my deep functional expertise in the commercial pharma vaccines domain to effectively navigate key subject areas. These included DDD (Drug Distribution Data), CDC (Private and Public Dosage Data), Direct Sales, Indirect Sales (Chargebacks), Vaccine Distribution, MDM and affiliations, Veeva CRM, alignment, customer segmentation, and survey analytics.

Re designed a high-performance, modernized Data Warehouse and KPI’s tailored specifically for Vaccines. This strategic endeavor was aimed at mitigating revenue loss risks during the critical flu season vaccine shipment period and provide advanced analytics with the required datasets on a defined time.

Collaborated with business and data analytics team to support New Product launch for RSV and played instrumental role in creating the datasets and KPI’s for pre and post launch metrics.

Created the detailed high level Project Plan and roadmap for Implementation phase. Defined the low-level task, activities, and dependency for each release.

Leading and managing the team from onshore and accountable for the management and supervision of client engagements, encompassing both short-term and long-term initiatives.

Key responsibilities include gathering and analyzing business requirements, documenting the use case and mapping to the datasets along with project planning and execution.

Cognizant Technology Solutions Jan 2013 – Sep 2022

Role: Manager, Technical Lead, Onshore

Project: Abbvie Inc, Data Semantic Layer (DSL) Analytic Layer Enhancements, Sales and Marketing Data Warehouse

Roles & responsibilities

Led Commercial Pharma data warehouse and reporting projects, solving key business challenges through optimized data solutions.

Extensively worked on the business rules to define the data mart for reporting (data Semantic layer for Field Force Effectiveness dashboards) for multiple franchises which helped the Sales Reps to visualize trends in prescription and calls data, Copay Cards, spending on promotion to physicians, and spending on promotion to consumers and other key metrics.

Integrated multiple third-party pharmaceutical datasets, including IQVIA, Symphony Sales, Specialty Pharmacy, and Veeva CRM. Developed key datasets to support critical Sales and Marketing processes such as Incentive Compensation and Marketing Mix (MMIX) analysis, ensuring data accuracy and accessibility for strategic decision-making.

Provided critical support for Incentive Compensation and product launch analytics to capture pre and post launch activities.

Developed business rule automation frameworks for Sales Crediting and automated data validation, improving efficiency by 50%.

Worked closely with the data management team on onboarding datasets required for Product launches.

Analyzed all data anomalies reported by business users and provided quick turnaround with the resolution during critical Sales payout and quota modeling cycles.

Experienced in ITIL processes, adept at resolving process incidents within agreed Service Level Agreements (SLAs) while ensuring comprehensive root cause analysis and documentation. Skilled in implementing effective actions and providing proactive problem management solutions to mitigate potential issues. Additionally, delivered timely enhancements to supported applications, ensuring continuous improvement and operational efficiency.

Developed SOP and maintained business rules and data quality management for downstream consumptions.

Proficient in proactive problem management by identifying potential issues and delivering timely enhancements to supported applications, ensuring seamless functionality and process improvement.

Received multiple STAR Performer awards for exceptional contributions.

Cognizant Technology Solutions Apr 2011 – Jan 2013

Role: Senior Associate, Technical Lead, Onshore

Project: Anthem, IM Edward Claims Solution

Roles & responsibilities

Designed and implemented data warehouses, data models, and ETL data pipelines using Informatica, Teradata BTEQ Scripts across various projects for healthcare clients.

Automated data ingestion processes and optimized SQL queries for enhanced performance.

Involved in all the phases of Project life cycle from requirement analysis, designing, coding, testing, de-bugging, documentation, and implementation in Dev, Qa and UAT environments along with Production deployment and hyper care support.

Education

Bachelor of Engineering, Computer Science

Sikkim Manipal Institute of Technology, Majitar, India

Certifications

Informatica PowerCenter Developer

Teradata Certified Professional

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