Analytics Engineering & Growth BI Leader

VEENA REDDY

Analytics Engineering Business Intelligence Growth & Marketing Analytics

Indianapolis, IN 908-***-**** ************@*****.*** linkedin.com/in/veenareddy1 PROFESSIONAL SUMMARY

Analytics leader with 8+ years turning fragmented data into scalable systems and measurable business growth across CPG, healthcare, insurance, real estate, and e-commerce. Builds cloud data infrastructure and ETL pipelines (GCP, BigQuery, Snowflake, Airflow) with the same rigor used to run GA4/GTM instrumentation, marketing automation, and performance-marketing programs. Known for leading infrastructure migrations, standing up data quality and governance frameworks, and translating complex datasets into executive-ready insight that drives revenue, retention, and efficiency — most recently applying GenAI to scale personalization and reporting.

CORE COMPETENCIES

Analytics Engineering & Data: SQL, Python (Pandas, NumPy, Scikit-learn), Airflow, Hive/Hadoop, ETL pipeline design, dimensional modeling (star/snowflake schema), data warehousing Cloud Platforms: Google Cloud Platform, BigQuery, Snowflake, AWS Redshift BI & Visualization: Tableau, Power BI, Looker, QlikView / Qlik Sense, Excel Marketing & Web Analytics: GA4, Google Marketing Platform, Google Tag Manager, Google Search Console, Meta Ads, Microsoft Clarity, Salesforce Marketing Cloud

AI & Modeling: GenAI application development, prompt tuning, forecasting models, marketing mix modeling Governance & Delivery: Data quality frameworks, OneTrust privacy compliance, Scrum, JIRA, stakeholder engagement, data storytelling

PROFESSIONAL EXPERIENCE

Senior Growth Consultant

IRA Realty Apr 2026 – Present

• Engineered a Salesforce Marketing Cloud build with Claude AI integration to personalize WhatsApp and email campaigns, lifting engagement 22% and cutting copywriting effort 40%.

• Own end-to-end analytics for a real estate brand — tracking architecture, funnel instrumentation, and performance reporting — growing engagement 35% and revenue 15%.

• Deploy GA4 event tracking, custom dimensions, and advanced audience segmentation to sharpen targeting efficiency 25% and expand qualified lead volume across paid and organic channels.

• Direct vendor relationships and budget allocation across analytics and paid media platforms, ensuring cost-efficient, on-time delivery.

Performance Marketing Consultant

Freelance Jul 2024 – Aug 2025

• Built 2 e-commerce and personal-brand websites with SEO-optimized tagging, driving a 35% increase in organic traffic and improving 45+ keyword rankings.

• Cut Cost-Per-Lead 20% and delivered 1.8x ROAS on Meta and Google Ads for a real estate brand through attribution modeling, A/B testing, and audience segmentation.

• Led social strategy for 6 brands across Instagram and Facebook — 20+ monthly campaigns, A/B tested — achieving 40% follower growth, a 3.2x engagement lift, 150K+ monthly impressions, and an 8% follower-to-customer conversion rate. Sr. Analytics Consultant

CompliVorks Apr 2023 – Jul 2024

• Synthesized market research and user behavior data into a product analytics roadmap that lifted website conversion rates 8%.

• Analyzed traffic patterns, campaign effectiveness, and site performance in GA4 and Google Marketing Platform, delivering insights that informed senior-leadership decisions.

• Grew organic traffic 13% and keyword rankings 18% by directing on-page and off-page SEO strategy informed by Google Search Console data.

Graduate Teaching Assistant

Montclair State University — Dept. of Applied Math & Statistics Sep 2022 – Jan 2023

• Led STAT 109 recitation labs for 120 undergraduate students, reinforcing applied statistical concepts and providing one-on-one academic support.

Business Intelligence Consultant

Merck (Contract: SDG Group) Jun 2022 – Aug 2022

• Designed and deployed interactive Qlik Sense dashboards end-to-end — requirements gathering through QVD development, data modeling, and ETL pipeline configuration from AWS Redshift.

• Led a Power BI proof of concept with business stakeholders, demonstrating ad-hoc reporting capabilities and expanding the organization's enterprise BI toolkit.

Graduate Research Assistant

Montclair State University — Information Management & Business Analytics Sep 2021 – Jun 2022

• Partnered with faculty on research covering survey design, data collection, validation, and reporting using Qualtrics, supporting 180+ undergraduate students.

Senior Data Engineer

General Mills Sep 2018 – Jul 2021

• Led the migration of data infrastructure from Hadoop/HIVE to Google Cloud Platform with BigQuery integration, maintaining seamless ETL pipeline continuity throughout.

• Built a Python and Apache Airflow data quality framework that eliminated recurring data errors, saving each analyst approximately 4 hours per week.

• Automated data retrieval from the Google Analytics API using Python and SQL, cutting report turnaround from 2 hours to 10 minutes — an 8x efficiency gain.

• Built executive dashboards in Tableau and Looker Studio, reducing manual reporting effort 70% while delivering real-time visibility into campaign performance, conversion funnels, and website KPIs.

• Developed a marketing mix model to optimize digital budget allocation across channels using attribution modeling and Tableau, driving a 30% increase in user retention.

• Architected analytics tagging infrastructure for 250+ brand assets in Google Tag Manager, enabling consistent consumer behavior tracking across all digital touchpoints.

Software Analyst

Accenture (Client: Travelers Insurance) Jul 2014 – Sep 2018

• Automated 30+ weekly, monthly, and quarterly reports using SQL and QlikView, cutting manual effort 60% and improving data accuracy 25%.

• Identified KPI reporting gaps and implemented data governance policies, increasing data reliability 30% and saving 10+ hours per week.

• Led fraud analysis and root-cause investigation using session analytics and Tealeaf data, reducing revenue leakage 15%.

• Drove a 20% increase in new user registrations through structured A/B and multivariate testing on landing pages. EDUCATION

M.S. Business Analytics, Montclair State University, Montclair, NJ Dec 2022 B. Tech, Electronics and Communication, SNDT University, Mumbai, India Jun 2014 AWARDS

• 2nd Runner-Up, Microsoft Hackathon — solar development site analysis, NJ

• Data Processing Innovation Award, General Mills — 80% reduction in manual line-item upload in Google Ad Manager

• Star Performance Award, Accenture — automation of legacy Excel reporting infrastructure, driving a 60% efficiency gain

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