Strategic Marketing Analytics Leader with Insights Expertise

Srishti Gupta

Marketing Analytics Manager Predictive Modeling Consumer Insights CPG Strategy Tableau + Python Marketing Analytics and Data Strategy professional with 7+ years of experience applying statistical modeling, consumer insights, and performance analytics to drive commercial strategy, demand forecasting, and category growth across CPG, retail, and enterprise environments. Skilled in transforming complex datasets into clear, actionable insights using Python, SQL, Tableau, and predictive modeling frameworks— including marketing mix modeling and elasticity analysis—to optimize spend, identify marketplace trends, and inform business decisions.

USA +1-240-***-**** ****************@*****.*** ********@***.*** LinkedIn Work Experience

Chief of Staff & Strategic Research Analyst University of Maryland Jun 2024 – Present College Park, MD

• Spearheaded a $5M Life Sciences and Healthcare initiative, leading 6 cross-functional teams to optimize forecasting accuracy by 25% through Salesforce and NetSuite-integrated reporting

• Elevated KPI visibility by developing Tableau dashboards, reducing executive reporting time by 40%

• Formulated and executed a comprehensive analysis of 150+ U.S. university programs, uncovering strategic gaps and aligning curriculum with industry trends

• Structured cross-departmental workflows to enhance research responsiveness and operational agility by 20%

• Partnered with IT and compliance teams to ensure data governance, confidentiality, and reporting alignment with institutional and regulatory privacy standards.

• Developed financial forecasts, rate models, and multi-year budget scenarios using advanced Excel and enterprise reporting tools, ensuring compliance with GAAP and internal control frameworks for university-based operational programs.

• Led category demand and commercial performance analysis across academic-market programs using KPI decomposition, trend modeling, and persona-based insights to inform positioning, audience segmentation, and budget allocation strategy. Innovation and Process Improvement Analyst NSF I-CORPS Jan 2024 – May 2024 Baltimore, MD

• Co-led a healthcare tech validation project with Morgan State University, analyzing 10+ GB of data using Python to improve patient outcomes by 20% and operational efficiency by 15%

• Engineered HIPAA-compliant workflows and translated user and regulatory feedback into actionable go-to-market insights Developed Snowflake and Power BI data pipelines, reducing reporting cycle time by 35% and improving portfolio visibility

• Supported data protection compliance by maintaining HIPAA-aligned processes, documenting privacy risk assessments, and contributing to data-incident response analysis.

Co-Founder & Chief Analyst Balmse Jun 2020 – Dec 2023 New Delhi, India

• Spearheaded and scaled a retail brand to $10K/month revenue through strategic KPI tracking, cross-functional prioritization, and customer analytics

• Applied CRM analytics (Salesforce, Zoho) to improve repeat purchases by 30% and customer satisfaction metrics

• Enhanced business performance reporting using Power BI and Excel to align supplier prioritization with customer demand

• Applied marketing mix measurement and elasticity modeling to evaluate ROI of paid and organic campaigns, improving CAC efficiency by 22% and driving higher retention and repeat purchase behavior. CRM Business Analyst Suntora Industries Jan 2019 – May 2020 New Delhi, India

• Directed $7.5M+ operations across India, leading cross-functional sales teams and launching a regional unit driving 10% revenue growth through vendor onboarding and strategic leadership

• Engineered 12+ Tableau dashboards integrated with SAP to monitor KPIs across production, logistics, and customer service, optimizing reporting latency by 25%

• Delivered responsive technical support for 40+ ERP users, resolving 90% of requests within SLA through optimized escalation workflows Technical Projects (Data Science and Business Analytics): Dashboards Github

• Total Wine Demand Forecasting (Capstone Project) — Built a predictive demand model incorporating seasonality, price elasticity, and promo lift analysis to guide assortment optimization and strategic pricing decisions for a retail category portfolio.

• AI-Powered H-1B Hiring Accelerator — Designed KPI framework and ML pipeline reducing candidate screening time by 35%, improving recruiter responsiveness and data accuracy.

• Data Protection Metrics Dashboard — Designed compliance KPI dashboard using Power BI to monitor data-privacy incidents, DSR turnaround, and regulatory adherence trends.

Certificates

• Professional Scrum Product Owner I Scrum.org, Sep 2025

• AI and Career Empowerment University of Maryland – Smith School of Business, Jul25

• SnowPro Associate: Platform Certification Snowflake, Mar25

• Excel: Financial Functions in Depth LinkedIn,% Jan25

• Career Essentials in Generative AI Microsoft and LinkedIn, Aug24

• Career Essentials in Business Analysis Microsoft and LinkedIn, Jul24

• Atlassian Agile Project Management Professional Certificate Atlassian, Jul24

• Lean Six Sigma Green Belt (In Progress)

• Customer Service Leadership and KPI Management (LinkedIn Learning – In Progress) Education

University of Maryland, Robert H. Smith School of Business, Master of Science in Business Analytics Aug 2023 - Dec 2024

(((

((Relevant Coursework)

Database Management Systems Data Analysis in Python Data Models and Decisions Data Visualisation and Web Analytics Enterprise Cloud Computing. Data Mining and Analytics Project Management Price Optimisation and Revenue Management Decision Analytics The Enterprising Leader (TA) Special Topics in Business: MBA Consulting Practicum(TA) Action Learning Project II(TA) Guru Gobind Singh Indraprastha University, Bachelor of Education (B.Ed) Jul 2016 – Jun 2018

(Relevant Coursework)

Educational Psychology Pedagogy of Social Sciences Curriculum Design. Classroom Management, and Educational Technology

Skills

• Programming and Programming and Tools: Python SQL (T-SQL) Spark R Advanced Excel HTML Jira Salesforce SAP Workday API Integration

• Data Visualization and Reporting: Tableau Power BI KPI Development Dashboarding Business Performance Analytics Data Storytelling Automated Reports

• Analytics and Business Skills: Data Warehousing ETL Data Governance Risk Analytics Product Management Cross-Functional Collaboration Prioritization Customer Service Technical Support Data Privacy & Protection (HIPAA, CPRA, GDPR, VCDPA) Data Subject Rights (DSR) Requests Compliance Reporting Policy & Risk Assessment Data Incident Documentation

• Statistical and Modeling: Regression Forecasting A/B Testing Hypothesis Testing Decision Trees Cluster Analysis Predictive Modeling Statistical Inference

• Marketing Analytics & Measurement: Marketing Mix Modeling (MMM) Media Spend Optimization Price Elasticity Modeling Category & Channel Insights Consumer Behavior Analysis Competitive Market Tracking Syndicated Retail Data Familiarity

(NielsenIQ, Circana, Numerator frameworks)

• Storytelling & Commercial Impact: Executive-Level Reporting Insight-to-Action Frameworks Scenario Modeling Strategic Recommendation Development Cross-Functional Influence

Contact this candidate