Marketing Data Analyst

Shruthi Repaka

*****************@*****.*** 582-***-**** USA LinkedIn

Summary

Marketing Data Analyst with 3+ years of experience in SQL, Python, R, and cloud platforms (AWS, Snowflake, BigQuery, Azure Synapse) driving data-driven

marketing strategies. Expertise in predictive analytics, A/B testing, multi-touch attribution, and omnichannel marketing. Skilled in building real-time

dashboards (Tableau, Power BI, Looker) and integrating CRM, campaign, and transaction data to optimize customer engagement, retention, and ROI across

SaaS and financial services domains.

Technical Skills

Marketing Analytics & Optimization: Google Analytics 4, GA360, Adobe Analytics, Mixpanel, Matomo, Conversion Funnel Analysis, Attribution

Modeling, Multi-Touch Attribution, RFM Segmentation, Cohort Analysis, Predictive Analytics, CLV Modeling, AI/ML Personalization, Omnichannel

Marketing, Customer Journey Mapping, Lifecycle Analysis, Marketing Mix Modeling, A/B & Multivariate Testing.

CRM & Campaign Management: HubSpot, Maropost, Salesforce Marketing Cloud, Adobe Campaign, Adobe Target, Marketo, Mailchimp, Sprout

Social, Customer Data Platforms (CDP).

Paid Media & SEO Tools: Google Ads, Meta Ads Manager, SEMrush, Keyword Strategy, Paid Media Tracking, Campaign Performance Optimization.

Data, Programming & Cloud: SQL, Python (Pandas, scikit-learn, Seaborn), R, AWS (Redshift, S3), Snowflake, Google BigQuery, Azure Synapse.

Visualization & Reporting: Power BI, Tableau, Looker, Google Data Studio, Supermetrics, Excel (Pivot Tables, Power Query), Real-Time Dashboards,

Automated Reporting, Marketing ROI Tracking.

Professional Experience

Marketing Data Analyst, Bank of America 01/2025 Present Remote, USA

Engineered comprehensive SQL and Python analyses to uncover client adoption and engagement patterns across Bank of America Cash Rewards

Credit Card and Bank of America Mobile Banking App, generating actionable insights that elevated digital usage and retention by 17%.

Spearheaded A/B and multivariate experiments for Bank of America credit card promotions and mobile app features, collaborating with marketing

and product teams to optimize targeting strategies, driving a 21% increase in campaign conversion rates.

Developed predictive customer segmentation models leveraging transaction behavior from Merrill Edge accounts and credit card spending, enabling

personalized cross-sell and upsell initiatives that strategically boosted revenue per client by 5%.

Architected real-time analytics dashboards integrating CRM, mobile app, and credit card transaction data using Tableau and SQL, enabling leadership

to monitor KPIs, track trends, and make faster, data-driven marketing and product decisions.

Analyzed multi-touch marketing attribution across email campaigns, push notifications, and in-app promotions, using Salesforce Marketing Cloud

and internal analytics tools, enhancing channel performance understanding and increasing overall marketing ROI by 19%.

Standardized analytics documentation, reporting workflows, and knowledge-sharing processes across Confluence, SharePoint, and JIRA, improving

cross-functional collaboration between analytics, product, and marketing teams while ensuring transparent and auditable project tracking.

Marketing Analyst, Zoho Corporation 06/2021 08/2023 Chennai, India

Developed a Digital Marketing and Customer Insights Dashboard for Zoho CRM and productivity suite, integrating usage metrics, subscription data,

and campaign analytics, improving marketing teams decision-making efficiency and customer engagement tracking by 22%.

Conducted Python and SQL analysis on user adoption and engagement patterns for Zoho CRM, Books, and Projects, identifying regional trends,

enabling targeted campaigns, increasing trial-to-paid conversion rates, and improving overall customer retention in key markets.

Designed Excel-based marketing analytics dashboards tracking campaign ROI, subscription renewals, product usage, and digital engagement for SaaS

offerings, using pivot tables, charts, and conditional formatting to optimize marketing strategies and performance reporting.

Segmented customers by subscription frequency, industry, and product usage using CRM and transactional datasets, performing cohort, trend, and

regression analyses, enabling personalized campaigns and increasing targeted feature adoption and upsell opportunities by 19%.

Conducted A/B testing on email campaigns, product feature announcements, and promotional offers, analyzing engagement metrics and subscription

impact, allowing marketing managers to refine messaging strategies and improve conversion and retention rates across multiple channels.

Optimized marketing data pipelines by integrating CRM, subscription, and digital campaign datasets from web, mobile, and email platforms,

documenting workflows, improving cross-channel visibility, and enabling analytics teams to identify user drop-offs and behavior patterns.

Collaborated with product, marketing, and analytics teams to evaluate customer feedback, product adoption, and campaign performance, delivering

actionable insights, enhancing go-to-market plans, improving engagement metrics, and supporting steady growth of Zoho s SaaS product ecosystem.

Education

DePaul University, Chicago, IL, USA

Master s Degree in Business Analytics 09/2023 06/2025

Amrita Vishwa Vidyapeetham, Bengaluru, India

Bachelor s Degree in Electronics and Communications Engineering 07/2019 06/2023

Projects

AI-Powered Customer Segmentation

Implemented AI-driven clustering using Python and R on large customer datasets to identify high-value segments, uncover behavioral patterns, and

optimize targeted campaigns, resulting in actionable insights for personalized marketing strategies and improved customer engagement metrics.

Dynamic Marketing Dashboard Automation

Created an automated marketing dashboard using Power BI, SQL, and Python to integrate multi-channel campaign, sales, and engagement data,

providing real-time insights that streamlined reporting and enabled data-driven decision-making for marketing teams.

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