Marketing Data Analyst & BI Specialist

Lakesh Kumar Tirupathi

**************@*****.*** 619-***-**** LinkedIn

PROFESSIONAL SUMMARY

• Marketing Data Analyst with 5+ years of experience analyzing campaign, customer, sales, loyalty, digital, e-commerce,

and CRM data to support marketing strategy and business decision-making.

• Hands-on experience with SQL, Python, Excel, Snowflake, SQL Server, Tableau, Power BI, Adobe Analytics, GA4,

and CRM datasets for reporting, dashboarding, and performance analysis.

• Skilled in developing KPI dashboards, campaign reports, and executive insights covering CTR, conversion rate, ROAS,

coupon redemption, AOV, retention, customer engagement, and sales trends.

• Experienced in customer segmentation, promotion analysis, digital coupon measurement, pre/post campaign

comparison, marketplace tracking, and audience behavior analysis.

• Proficient in data cleaning, validation, reconciliation, duplicate checks, missing-value treatment, and trend analysis to

improve reporting accuracy and data reliability.

• Collaborative analyst with experience partnering with marketing, merchandising, brand, loyalty, sales, and business

teams to convert data insights into campaign optimization recommendations.

TECHNICAL SKILLS

Data Analysis & Reporting: KPI Tracking, Trend Analysis, Root Cause Analysis, Exploratory Data Analysis, Ad Hoc Analysis,

Executive Reporting, Data Interpretation, Business Performance Reporting, Anomaly Detection

Marketing & Customer Analytics: Campaign Performance Analysis, Customer Segmentation, RFM Analysis, Funnel Analysis,

Customer Journey Analysis, Conversion Rate Analysis, Retention Analysis, ROI/ROAS Analysis, Promotion Analysis, A/B Testing,

Forecasting

SQL, Programming & Data Handling: SQL, Joins, CTEs, Window Functions, Aggregations, CASE Statements, Python,

Pandas, NumPy, Advanced Excel, Pivot Tables, Power Query, Python-Based Automation

BI & Dashboarding Tools: Tableau, Power BI, Looker Studio, Tableau Pulse, KPI Dashboards, Executive Dashboards, Drill-

Down Reports, Scheduled Refreshes, Report Automation, Data Storytelling

Databases & Data Platforms: Snowflake, SQL Server, BigQuery, Data Warehousing, Data Modeling, ETL, Data

Transformation, Data Validation, Data Reconciliation

Marketing, Web & CRM Tools: Adobe Analytics, Google Analytics 4, Google Tag Manager, Google Ads, Meta Ads Manager,

LinkedIn Campaign Manager, Veeva CRM

E-Commerce & Marketplace Analytics: Amazon Marketplace Analytics, Flipkart Seller Analytics, Website Performance

Analysis, Product View Analysis, Cart Addition Tracking, SKU-Level Sales Analysis

Business & Collaboration: Jira, SharePoint, Agile Methodologies, Stakeholder Management, Cross-Functional

Collaboration, Requirement Documentation, Business Communication

WORK EXPERIENCE

Kroger, USA Marketing Data Analyst Aug 2024 – Present

• Analyzed loyalty, coupon, transaction, campaign, and category sales data across store, app, and online channels to measure

promotion impact on customer engagement, redemption, basket size, repeat purchases, and incremental sales performance.

• Extracted, cleaned, and transformed 8M+ customer, SKU, coupon, campaign, store-region, and transaction records from

Snowflake using SQL for weekly marketing performance reporting and campaign analysis.

• Wrote advanced SQL queries using joins, CTEs, aggregations, case statements, and window functions to track

redemption rate, conversion rate, AOV, retention, promotion lift, and category sales trends.

• Used Adobe Analytics to review app and website traffic, product views, coupon clicks, conversion paths, and campaign

landing page performance, helping connect digital engagement trends with loyalty and transaction outcomes.

• Built interactive Power BI dashboards with KPI cards, customer segment filters, regional views, category drilldowns, and

campaign comparison reports, reducing manual reporting effort by 28% for marketing stakeholders.

• Performed RFM customer segmentation on loyalty data to classify shoppers into high-value, frequent, inactive, and promotion-

sensitive groups, improving repeat purchase frequency by 16% through better targeting.

• Used SQL, Excel, and Power Query for duplicate checks, missing-value validation, outlier review, coupon trend analysis,

and pre/post campaign comparisons to improve reporting accuracy across marketing datasets.

• Measured digital coupon effectiveness by comparing targeted vs. non-targeted customer groups, helping improve coupon

redemption by 19% through better audience targeting and offer personalization.

• Partnered with marketing, merchandising, loyalty, and store teams to evaluate 50+ weekly ads, seasonal campaigns, and low-

redemption offers, delivering ROI and customer response insights for business decisions.

P&G, India Marketing Data Analyst Jan 2021 – Jul 2023

• Reviewed digital, e-commerce, retail promotion, and brand campaign performance across P&G India brands, including

Ariel, Tide, Whisper, Pampers, Gillette, Pantene, and Vicks to measure reach, engagement, sales lift, and ROI.

• Extracted and transformed campaign, sales, SKU, region, customer segment, website traffic, and marketplace data

using SQL to create structured weekly and monthly marketing performance reports for brand and business teams.

• Built Power BI dashboards to track impressions, CTR, conversion rate, add-to-cart rate, ROAS, coupon redemption,

AOV, repeat purchase rate, and regional sales trends, reducing manual reporting effort by 30%.

• Evaluated paid ads, retailer promotions, landing pages, e-commerce campaigns, and marketplace performance to

identify high-performing channels and improve conversion rates by 14% through better campaign insights.

• Used Excel, SQL, Python, and Google Analytics 4 exports to validate campaign datasets, check duplicates, review

outliers, treat missing values, and compare trends across digital and marketplace sources.

• Segmented customers by purchase frequency, product category, region, channel, engagement, and repeat buying

behavior to support targeted marketing strategies and increase coupon redemption by 18%.

• Supported Amazon, Flipkart, and brand website performance analysis by tracking product views, cart additions,

discounts, reviews, conversions, and SKU-level sales trends across key product categories.

• Prepared weekly business review reports for brand managers covering ROI, user behavior, regional demand,

promotion lift, campaign performance, and media spend optimization opportunities.

Accenture, India Data Analyst Jun 2019 – Dec 2020

• Evaluated pharma sales, prescription, HCP engagement, product, territory, and CRM activity data for the GSK client

to support commercial reporting, sales performance tracking, and business decision-making across regional pharma teams.

• Extracted, cleaned, and transformed 1.5M+ sales, prescription, HCP, product, and territory records from SQL Server using

joins, filters, aggregations, case statements, and CTEs to create structured datasets for weekly and monthly reporting.

• Built Tableau dashboards to track key commercial KPIs, including prescription volume, HCP reach, call activity, product

performance, territory sales, engagement trends, and region-wise growth, reducing manual reporting effort by 24%.

• Used Excel and Python/Pandas for duplicate checks, missing-value validation, outlier review, data formatting, and

monthly trend comparison, improving reporting accuracy and reducing recurring data quality issues by 18%.

• Validated CRM data from Veeva CRM by checking HCP profiles, call logs, engagement records, territory mapping,

and product alignment to ensure clean and reliable inputs for sales and marketing analysis.

• Prepared weekly performance reports and ad hoc analysis for business stakeholders by summarizing sales trends,

underperforming territories, high-engagement HCP groups, product movement, and campaign response patterns.

• Collaborated with senior analysts, business users, and delivery teams through Jira and SharePoint to document reporting

requirements, track data issues, update dashboard logic, and deliver recurring analytics reports within SLA timelines.

EDUCATION

Master of Science in Computer Science Cleveland State University, OH, USA

CERTIFICATIONS

• Google Analytics Certification (GA4) — Google

• Microsoft Power BI Data Analyst Associate (PL-300) — Microsoft

Contact this candidate