Business Analyst Marketing Analytics

A.J RAJEEV PAUL

Business Analyst Data-Driven CRM & Marketing Analytics SQL, Python, Tableau

West Haven, CT (Willing to Relocate)

************@*****.*** 475-***-**** LinkedIn EXECUTIVE SUMMARY

• 7+ years of experience delivering data-driven solutions across marketing, CRM, and e-commerce domains.

• Translate complex business requirements into actionable insights and scalable systems that drive measurable impact.

• Expertise in requirements gathering, BRDs/FRDs, gap analysis, and process modeling (UML, BPM) to align stakeholders and technical teams in Agile and Waterfall environments.

• Strong technical foundation with hands-on skills in SQL, Python, and Tableau to build automated reporting pipelines, develop dashboards, and perform ad hoc analysis that improves decision-making and operational efficiency.

• Specialization in CRM and marketing analytics, including deep experience with Salesforce Service Cloud/Marketing Cloud and GA4 implementations to drive lead lifecycle optimization, campaign attribution, and customer journey insights.

• Proven track record of impact: implemented automated dashboards and reporting solutions that reduced manual effort by 40% and accelerated executive reporting cycles.

• Known for bridging business and technology through stakeholder workshops, sprint ceremonies, and executive presentations to ensure alignment, adoption, and success. KEY SKILLS & TOOLS

Business Analysis & Process Design: BRD, FRD, RTM, Use Cases, JAD Sessions, AS-IS/TO-BE Modeling, GAP Analysis, UAT, UML Diagrams, Wireframes Tools & Platforms: JIRA, MS Visio, MS Project, Salesforce Service Cloud & Marketing Cloud,

HP QC, Google Ads, GA4

Data & Reporting: SQL, Oracle, Snowflake, Tableau, Reportal, Excel, Data Wrangling,

Python (Pandas, NumPy, Matplotlib)

Project Management & Methodologies: Agile/Scrum, Waterfall, Sprint Planning, Product Demos, Release Coordination,

RAD Principles

CRM & Marketing Tech: Campaign Automation, Lead Scoring, KPI Dashboards, GA4 Implementation,

Behavioral Segmentation

Education & Analytics Training: Mentorship, Workshop Delivery, Curriculum Development PROFESSIONAL EXPERIENCE

Sacred Heart University – Connecticut, USA

Business Data Analyst (Co-Op Project)

March 2024 – Present

As part of Sacred Heart University’s applied analytics and academic engagement programs, responsibilities included real-world data science research using marketing and CRM datasets, as well as teaching and mentoring graduate students in technical tools and concepts. The focus was on delivering impactful data solutions using Python, SQL, Tableau, and Snowflake, while also contributing to analytics education through workshops, tutorials, and curriculum design.

● Conducted applied research using Kaggle and public datasets to simulate CRM, sales, and customer funnel analytics for academic and industry use cases.

● Built automated preprocessing pipelines in Python to clean, transform, and prepare structured datasets for analysis and visualization.

● Created interactive Tableau dashboards showcasing customer journeys, attribution effectiveness, and performance pacing across marketing channels.

● Developed AS-IS and TO-BE flow documentation, use case wireframes, and mock dashboards to support analytics storytelling.

● Integrated Snowflake and GA4 event data into modeling workflows, supporting segmentation, funnel tracking, and conversion logic validation.

● Participated in Agile-style research cycles, collaborating with academic stakeholders to deliver milestones, reports, and final project reviews.

Accountabilities – Graduate Teaching Assistant:

● Mentored 20+ graduate students in Python, SQL, Tableau, and statistical methods, resulting in improved project quality and presentation skills.

● Led instructional workshops and labs focused on data visualization, analytics tools, and practical business use cases.

● Reviewed student assignments and capstone projects, providing structured feedback on analytics accuracy, tool usage, and communication clarity.

● Co-developed course content, exercises, and grading rubrics in partnership with faculty to align with industry standards.

● Conducted in-class demos and lab-based tool walkthroughs, supporting student confidence and hands-on learning.

● Provided 1:1 coaching and support during office hours, helping students overcome technical and conceptual barriers. Google Operations Center – Hyderabad, India

Sr. Digital Research Analyst

August 2022 – January 2024

Google Operations Center is the support hub for Google’s global digital and advertising operations. The project scope involved enhancing the digital marketing insights pipeline, optimizing analytics configurations for GA4, and automating reporting dashboards across various enterprise clients. The team was responsible for improving data visibility, campaign ROI, and analytics integrity by integrating data from platforms like Google Ads, Salesforce, and Snowflake. Emphasis was placed on end-to-end analytics automation, cross-functional Agile delivery, and scalable campaign tracking. Accountabilities:

• Analysed operational data from multiple sources using SQL and Python, identifying trends that improved processes and reduced incident resolution time by 20%.

• Designed and deployed Tableau dashboards to provide real time visibility into uptime, ticket volume, and SLA metrics, reducing manual reporting time by 30% and improving leadership decision speed.

• Facilitated JAD sessions and stakeholder meetings to gather requirements, produced BRD/FRD documentation, and supported Agile ceremonies to keep multi team initiatives on track.

• Mapped AS IS and TO BE workflows, conducted gap analysis, and delivered wireframes and mock-ups to support system enhancements and RPA initiatives that cut operational costs.

• Collaborated with engineers to integrate GA4 and internal event streams into Snowflake, enabling advanced segmentation and funnel tracking that improved marketing attribution accuracy by 20%.

• Led UAT cycles, authored test cases in HP QC, and coordinated release activities, achieving smoother deployments and 30% fewer post release issues.

• Delivered monthly performance reviews and campaign attribution insights to VP level stakeholders, influencing improvements in targeting, resource allocation, and escalation processes.

• Partnered with product managers and engineering leads to define KPIs and analytics requirements, ensuring data strategy aligned with company OKRs and improving roadmap prioritization.

• Mentored junior analysts and ran knowledge sharing sessions, increasing team productivity and establishing best practices for SQL scripts, dashboard design, and documentation. Knoah Solutions – Hyderabad, India

Business Analyst – CRM & Reporting

November 2017 – December 2022

Knoah Solutions is a leading business process outsourcing (BPO) firm specializing in customer engagement services across verticals. The focus of the project was to streamline internal business reporting, enhance CRM data accuracy, and develop dashboards for sales and operations leadership. As part of the Business Analytics team, I contributed to cross-functional initiatives spanning CRM configuration (Salesforce), campaign tracking, data visualization, and Agile sprint delivery. Accountabilities:

● Conducted stakeholder meetings to elicit and document business requirements; created BRDs, FRDs, and user stories covering functional and non-functional requirements.

● Designed and documented AS-IS and TO-BE process flows and conducted GAP analyses to align systems with evolving business needs.

● Created UML diagrams and workflow charts using MS Visio to support solution design and stakeholder understanding.

● Developed Tableau dashboards and Python-based reports to support executive decision-making, tracking key sales and support performance metrics.

● Managed end-to-end CRM data flow and ensured data quality within Salesforce Service Cloud; handled deduplication, ticket lifecycle integrity, and case routing issues.

● Automated reporting processes that improved delivery speed and reduced errors across weekly sales performance summaries.

● Maintained Requirements Traceability Matrices (RTM) and collaborated with QA teams to write and execute UAT test cases.

● Worked in Agile sprints; used JIRA for backlog tracking, defect logging, and release planning; managed timelines using MS Project.

● Conducted wireframe walkthroughs and collaborated with the UI/UX team to enhance system usability.

● Delivered executive-facing PowerPoint decks for monthly business reviews and product demos; facilitated post-deployment training for CRM users.

Studio Orb – India

Analyst Intern

July 2016 – September 2017

Studio Orb is a digital gaming studio focused on mobile game development. The analytics project was aimed at optimizing in- game experiences through behavioral data analysis. The goal was to build workflows that track user activity, measure key engagement KPIs, and support monetization strategies through actionable dashboards and behavioural segmentation. Accountabilities:

● Created automated data pipelines using Python and SQL to process gameplay data and improve real-time player insights.

● Built weekly KPI dashboards for product teams, tracking engagement, retention, and monetization metrics.

● Performed exploratory analysis on player behaviour and churn patterns; contributed insights that led to a 12% increase in retention.

● Participated in requirements gathering sessions with game developers and designers; translated analytical needs into technical use cases.

● Designed UML activity diagrams and user flow charts in MS Visio to map behavioural logic and feature triggers.

● Authored documentation for reproducibility, data dictionary references, and internal knowledge sharing.

● Supported QA by writing test scripts and verifying tracking logic during user acceptance testing cycles. EDUCATION

Sacred Heart University, Connecticut

M.S. in Business Statistics (March 2025)

Mahatma Gandhi University, India

B.Com in Commerce (June 2016)

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