Adobe AEP Consultant

RAJ REDDY

Digital Analytics Web Analytics Adobe Experience Platform (AEP)

email id: *********************@*****.***

Phone: +1-469-***-****

Professional Summary

Digital Analytics and Web Analytics professional with 12+ years of experience leading measurement strategy, implementation, and reporting for large B2B and B2C organizations across telecom, technology, financial services, and publishing.

Deep expertise in Adobe Analytics, Adobe Target, and Google Analytics, combined with hands-on exposure to the Adobe Experience Platform (AEP), Real-Time Customer Data Platform (RTCDP), and Adobe Journey Optimizer (AJO) through platform migration and proof-of-concept work. Skilled at translating business requirements into scalable tagging architecture, personalization programs, and cross-channel reporting that give marketing, product, and analytics stakeholders a unified view of the customer journey.

Comfortable operating at both the strategic and technical level from stakeholder workshops and solution design through tag implementation, QA, and dashboarding with a strong foundation in Adobe Analytics Workspace that translates directly into Customer Journey Analytics (CJA) reporting and cross-channel data modeling.

Key Highlights

12+ years of end-to-end Web/Digital Analytics experience across Verizon, Cisco Systems, Publicis Sapient, and HMH

Hands-on exposure to Adobe Experience Platform (AEP), including Web SDK configuration and Real-Time CDP (RTCDP) proof-of-concept work

Direct experience optimizing customer journeys using Adobe Journey Optimizer (AJO)

Deep, long-running expertise in Adobe Analytics (Workspace, Report Suites, calculated metrics, segmentation), the core skill set Customer Journey Analytics (CJA) is built on

Strong Adobe Target background across A/B testing, multivariate testing, Experience Targeting, and A4T (Analytics for Target)

Multi-platform tag management expertise: Adobe Launch, Adobe DTM, Google Tag Manager, Tealium

Solid BI and visualization skills in Tableau and Power BI for stakeholder-facing reporting

Experience across regulated and consumer-facing industries: telecom, BFSI, technology, and publishing

Core Competencies

Web & Digital Analytics: Adobe Analytics (Workspace, Report Builder, Site Catalyst), Google Analytics 360

Customer Data & Journey Platforms: Adobe Experience Platform (AEP), Real-Time CDP (RTCDP), Adobe Journey Optimizer (AJO), Customer Journey Analytics (CJA) fundamentals, Adobe Audience Manager

Testing & Personalization: Adobe Target, A4T, Evolv AI, Google Optimize

Tag Management: Adobe Launch, Adobe DTM, Google Tag Manager, Tealium

BI & Data Visualization: Tableau Desktop/Server, Power BI, Google Data Studio

CMS & CRM: Adobe Experience Manager (AEM), Salesforce Lightning

Languages & Query Tools: HTML/CSS, JavaScript, SQL

SEO/SEM: Google Ads, Bing Ads, SEMrush, Screaming Frog, BrightEdge

Debugging & QA Tools: Adobe Experience Cloud Debugger, Omnibug, Google Tag Assistant, Charles Proxy

Contract Value Proposition

Available for immediate placement with no ramp-up time needed on Adobe Analytics or Adobe Target environments

Bridges legacy Adobe Analytics implementations with modern AEP/AJO initiatives — reduces client risk on Adobe-to-AEP migration and modernization projects

Brings direct RTCDP and Adobe Experience Platform Web SDK exposure, shortening the learning curve for clients moving off Adobe Launch/DTM-only stacks

Established track record partnering directly with marketing, product, and business stakeholders — comfortable leading requirements workshops, not just executing tickets

Cross-industry adaptability across telecom, BFSI, technology, and publishing clients

Professional Experience

Role: Web Analytics Lead

Client: Verizon Consumer Group (VCG) – Irving, TX Jul 2022 – Present

Responsibilities:

Lead the strategy, design, and execution of A/B and multivariate testing initiatives by partnering with marketing, product, and analytics teams to define hypotheses, sample-size estimates, success metrics, and experimentation roadmaps.

Architect and oversee enterprise-wide Adobe Launch (Data Collection) implementations, ensuring scalable tag management, governance, and accurate conversion tracking across multiple digital properties.

Lead Adobe Experience Platform (AEP) Real-Time CDP (RTCDP) initiatives, driving data ingestion, identity resolution, audience segmentation, and activation strategies for personalized customer experiences.

Design and deliver executive-level Adobe Analytics dashboards and customized reporting frameworks to measure marketing performance, customer behavior, and experimentation outcomes.

Provide technical leadership for Adobe Target, Evolve AI, and other experimentation platforms by validating A/B and multivariate test implementations and ensuring data accuracy and business alignment.

Establish enterprise analytics standards by developing advanced segments, calculated metrics, virtual report suites, and scalable reporting solutions for high-volume digital analytics environments.

Lead the implementation of Adobe Experience Platform Web SDK, defining event taxonomy, XDM mappings, data layer architecture, and event-trigger strategies to ensure standardized data collection.

Drive customer journey analytics by designing end-to-end measurement frameworks across web, mobile, and omnichannel digital touchpoints using Adobe Experience Cloud solutions.

Partner with business leaders to develop executive dashboards and KPI scorecards using Power BI, enabling data-driven decision-making and performance monitoring.

Lead statistical analysis of experimentation results, applying significance testing, confidence interval analysis, and performance measurement to recommend optimization strategies and business improvements.

Present analytical insights, experimentation outcomes, and strategic recommendations to executive stakeholders, product owners, and cross-functional leadership teams.

Govern data quality by leading validation activities using Adobe Experience Cloud Debugger, browser developer tools, and automated QA processes to ensure accurate digital measurement implementations.

Collaborate with enterprise data engineering and EDW teams to design scalable data validation processes, optimize data pipelines, and ensure consistency between Adobe Analytics and downstream reporting platforms.

Tech Stack: Adobe Analytics, Adobe Launch, Adobe Target, Adobe Audience Manager, SQL, Content Square, Adobe Experience Platform (AEP)

Role: Digital Platform Analytics Specialist

Client: Publicis Sapient – Austin, TX Sep 2021 – Jun 2022

Responsibilities:

Lead solution design, implementation, and reporting for BFSI client websites using Adobe Analytics and Tealium

Implement and debug third-party tags using Tealium

Own analytics projects end-to-end across implementation, QA, reporting, and insights generation for web and mobile apps

Document analytics solution design reference (SDR) documents and implement tracking code and marketing pixels via tag management tools

Set up advanced tag-testing mechanisms to ensure data capture quality across sites

Identify and execute on key opportunities for measurement improvement pre- and post-release

Generate weekly and monthly reports in Adobe Analytics and convert them into visual dashboards using Tableau

Build and manage multiple Tableau workspaces and templates for business reporting

Serve as point of contact for first-party audience segment creation and activation on advertising servers

Manage A/B testing, content personalization, and recommendations on web properties using Adobe Target

Partner closely with client marketing teams to execute digital marketing operations

Create A/B and Experience Targeting activities in Adobe Target using Visual Experience Composer, reporting via A4T

Led a proof-of-concept on Adobe Experience Platform Web SDK deployment, channeling data into Adobe Analytics

Tech Stack: Adobe Experience Platform (AEP), Adobe Analytics, Adobe Target, Tableau, Evolv AI, Adobe Audience Manager, SQL, Content Square

Role: Digital Analytics Expert

Client: Cisco Systems – San Jose, CA Dec 2018 – Sep 2021

Responsibilities:

Assess organizational requirements for web analytics implementation across multiple web properties

Set up data feeds from Adobe Analytics to AWS S3 storage

Optimize customer journeys using Adobe Journey Optimizer (AJO)

Support business and marketing managers with Enterprise Data Warehouse (EDW) reporting from Teradata and AWS Redshift

Contribute to data systems architecture discussions through hands-on proof-of-concept work on Real-Time CDP (Adobe Experience Platform)

Lead solution design and recommendations for web pages under Adobe Report Suites

Build reports and visualizations from Adobe Analytics Reports & Workspace

Debug web pages using Adobe Experience Cloud Debugger to validate eVars and props

Configure the Data Mappings screen for AEP Web SDK tag configuration

Drive end-to-end tag validation testing, including test plans and effort estimation

Build dashboards and segment traffic and conversion variables extensively in Adobe Analytics

Administer weekly and monthly reporting for internal stakeholders

Analyze conversion ratios for new layout changes and site launches

Analyze conversion funnels, campaign performance, search, and visitor behavior

Build and publish visual dashboards on Tableau Desktop and Server

Build dashboards and reports on Salesforce Classic and Lightning

Conduct SEO keyword research and optimization

Tech Stack: Adobe Analytics (Site Catalyst), Google Analytics 360, DTM, Adobe Launch, GTM, Adobe Target, Google Keyword Planner, BrightEdge, SEMrush, Tableau, Adobe Experience Cloud Debugger, Omnibug, Salesforce Lightning, SQL, HTML5, JavaScript

Role: Analytics Developer

Client: HMH – Boston, MA Jun 2017 – Dec 2018

Responsibilities:

Gather business requirements from end users and management for analytics initiatives

Define and drive test Key Performance Indicators (KPIs)

Extract and trace e-commerce business requirements from stakeholder sessions through to system artifacts

Prioritize requirements for development according to Agile methodology

Design and develop tagging structures, custom analytics tags, parameters, and reports supporting conversions and recommendations

Design and implement Google Analytics and Intelligent Offer on a newly built website

Configure Adobe Analytics account setup, user management, and feature/variable enablement

Lead data analysis and reporting on test KPIs

Implement custom tags to support advanced tracking requirements

Partner with test managers on data needs, analysis support, and business insights

Perform ad-hoc data querying and analysis on customer acquisition and conversion behavior

Generate weekly and monthly dashboards using Google Analytics and Adobe Analytics

Synthesize disparate quantitative data sources into insights for key stakeholders

Own regular reporting cadence, including data quality QA and stakeholder collaboration

Tech Stack: Adobe Analytics, Google Analytics, DTM, GTM, Google Keyword Planner, Tableau, HTML5, JavaScript, Google Tag Assistant, Omnibug

Role: Web Analyst Consultant

Client: Techstar Group – Hyderabad, India May 2014 – Aug 2015

Responsibilities:

Own the full web analytics lifecycle — requirements gathering, implementation, testing, reporting, and strategy

Lead tag implementation for Adobe Marketing Suite using Adobe DTM across web properties

Identify gaps in data capture strategy and collaboratively implement enhancements

Partner with business and technology teams to define and communicate requirements for web initiatives

Mentor development teams on correct tracking code implementation and best practices

Deploy an enhanced Dynamic Tag Manager Analytics mobile SDK across iOS and Android apps

Improve segmentation tracking, behavioral retargeting, and email campaign targeting

Conduct quality assurance audits to identify and resolve tracking inconsistencies

Use data insights to inform A/B and multivariate test hypotheses, creative direction, and success metrics

Build templates, reusable components, and workflows in Adobe Experience Manager (AEM)

Analyze web traffic and site behavior using Omniture to support business growth decisions

Tech Stack: Adobe Analytics, DTM, Adobe Target, HTML5, JavaScript, Omnibug, Charles Web Proxy

Junior Web Analyst

Genpact – Hyderabad, India Sep 2012 – May 2014

Responsibilities:

Support the full web analytics lifecycle from requirements gathering through implementation and reporting

Drive end-to-end tag validation testing, including test plans and effort estimation

Serve as a subject-matter resource on web analytics implementation, training analysts and business users

Define variables and design the data collection implementation framework

Debug and troubleshoot tracking using proxy tools such as Charles and Fiddler

Interpret the Omniture SiteCatalyst framework to inform implementation and development plans

Build dashboards and custom reports for multiple stakeholders on a regular and ad-hoc basis

Evaluate available tag management solutions and provide recommendations

Review analytics deliverables — documentation, reports, best-practice guides, and tagging guides — for timely delivery

Certifications

Adobe Analytics Certified Developer

Google Analytics 360 Certification

Tableau Desktop Specialist

Google Ads Search Certification

Education

Master’s in computer science and information systems – California State University, Los Angeles, CA, USA (2017)

B.E. in Electronics & Communication Engineering – Jawaharlal Nehru Technological University, Hyderabad, India (2013)

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