Profile Summary:

  • Technology professional specializing in analytics, product management, data-driven strategy and marketing, with 12 years of experience in the digital, product and credit space. Delivering financial products in international markets such as India, South Africa, UK, Colombia & Hong Kong and measuring performance.

Professional Qualifications

  • Master of Science – Management of Information Systems – University of Illinois at Chicago (2015)
  • Bachelor of Engineering – Computer Science – P.V.P.P. College of Engineering (University of Mumbai Fall 2012)
  • SAFe Product Owner/Product Manager Trained
  • Northwestern Kellogg Executive Certificate Program in Product Strategy (Nov 2019)

Experience

Analytics Owner – Consultant (Internal Title) – Product Management, Insights & Optimization, Transunion (2020 – Current)

Portfolio Analytics Product Manager (2022 – )

  • Oversee the Performance Measurement of Consumer Interactive portfolio, spread across the globe. Diverse portfolio includes products in DTC, B2B, ecommerce, subscription, mobile apps and white-labeled experience.
  • Focused on driving product strategies and features across diverse markets such as UK, India, Hong Kong, South Africa and Colombia with a data driven and testing-based approach delivering double digit growth YoY for a decade on a portfolio level (barring COVID).
  • Translate business goals and strategic initiatives to products, features and measurable metrics to drive their implementation and performance measurement.
  • Cross-pollinate successful products & features across regions and supplement regional PMs. Work closely with UX, Dev, Legal, Marketing & Operations to deliver products & features customized to regional experiences.
  • Added a forecasted 1M$ in revenue by leading creation of two new data products in agile development from MVP to dark launch.

 Product Strategy & Analytics (2020 – 2022)

  • Initiate Research, inform strategy, conduct requirements gathering, define product vision and roadmap development, user story creation, requirements grooming, prototype and wireframe for data products.
  • Contributed to 2 regional app launches that increased regional DTC revenue by 40% – 50%, boosting user engagement by 3X and reducing attrition by 20%. Provided the initial insights to drive a business case that persuaded leadership for creation of mobile app experiences in 2 regions. Supplemented regional product managers for building and release of these apps.
  • Increased revenue by $300K over 4 years by collaborating with UX team to optimize features and products with targeted AB testing in a data driven manner using segmentation insights derived from analyses.

Senior Analyst – Product Management, Insights & Optimization, Transunion (2016 – 2020)

  Product Owner & Analytics Evangelist (2018 – 2020)

  • Trained for Agile transformation (PM/PO role) under the SAFe framework for a companywide Agile migration.
  • Built & led the Analytics Program track in the TUCI Agile Release Train.
  • Product Owner for all Analytics and tracking initiatives for both direct to consumer and B2B2C businesses.
  • Wrote user stories, groomed requirements and helped multiple agile development teams execute analytics and measurement programs. Provide thought leadership and evangelism for analytics program to the ART.
  • Opened 90 story points of capacity per PI across the portfolio and reduced deployment time by 90% by migrating all analytics & tagging to Google Tag Manager. Manage 100+ GTM containers with over 200 GA Props.
  • Boosted revenue and NPS (+10 points) YOY by creating reporting dashboards to B2B2C partners resulting in multiple contract renewals and upsells. Frequent shoutouts from indirect partners on my value delivery.
  • Worked with Product Managers to strategize, prioritize and evaluate performance of features and products.
  • Created dashboards and KPI reports to help executives, product managers and business leaders make data-driven decisions and shape product strategy.
  • Support and inform UX initiatives like user testing multiple next generation UI, A/B testing and prototyping across desktop and mobile.

Data & Analytics Implementation Analyst (2016 – 2018)

  • Built the digital analytics capabilities from scratch for direct-to-consumer business across desktop and mobile. Instrumented Google Analytics for 17 regional properties including 5 GA360 properties.
  • Analyzing channel, cross channel and offline campaign data along with Finance to measure impact of marketing campaigns, allowing for optimal allocation of marketing budgets.
  • Laid foundation for a consistent Measurement Plan to implement and analyze product usage and feature tracking for the direct-to-consumer business to measure effectiveness of feature releases. Create deep dive analysis decks for product and leadership teams to instrument changes in product.
  • Setting up A/B testing and analyzing funnel data along with UX analyst to optimize conversions and feature usage.

Data Analyst Intern – Marketing Science, CriticalMass, Chicago, IL (May – August 2015)

  • Member of the analytics team, analyzing vast amounts of marketing data to derive insights and provide strategic assistance to marketing teams. Helped Directors to communicate insights to clients.

Digital Marketing & Analytics Consultant (2013 – 2015 – Chicago, Mumbai)

  • Independent consultant for a start-up providing credit score related services, helped setup digital marketing initiatives and Google Analytics tracking. Provided strategic analysis in segmentation & targeting.
  • Set up best practices w.r.t data management, security and digital assets.
  • Analyzed and visualized large amounts of highly technical information and frequently created business reports and dashboards for easier understanding of key decision makers amongst clients.

Assistant Project Manager – Digital Marketing, Starcom MediaVest Group Convonix (2012-2014)

  • Managed digital marketing, communication and web analytics functions for various clients in finance, telecommunication, e-commerce, technology & enterprise automation sectors.
  • Developed, executed online marketing strategies, ran integrated campaigns in synergy with social media & offline activities to build brand presence online, and maintained client web properties.
  • Setup web analytics on client sites using Google Analytics. Regularly reported on key KPI’s.
  • In my second year lead a team of 3 junior analysts that managed 30+ client portfolios

Vice President – Graduate Marketing Association (GMARK) at UIC 2015

Key Competencies

Business Insights & Analysis, Cross Functional Collaboration & Communication, Quick Learner, Translating Business complexity to lucid tasks, Web Analytics, User/Customer Focus

Skills & Tools

Marketing & Analytics                                                    Google Analytics, Segmentation & Targeting, Qualtrics, Survey Monkey, Google Forms, Google Tag Manager, Optimizely, Analytics Canvas, HotJar, Google Data Studio, Tableau, Geckoboard, Firebase Analytics

Analytics/Statistics                                                           R, MEXL, Tableau, SPSS, Excel

Digital Marketing Tools                                                  Webmaster Tools, Xenu Crawler, Open Site Explorer, Majestic SEO, Google AdWords, DoubleClick Search, Bing Ads

Web/CMS                                                                           WordPress, HTML, CSS, XML, Balsamiq

Productivity                                                                        MS Office Suite, MS Outlook, SharePoint

Programming                                                                    C, C++, Java, JavaScript

Database                                                                             MySQL, SQL, MSSQL, Oracle, Relational Databases

Agile                                                                                   Jira, Confluence, Trello

Check out my Visual Resume Visual Resume – Subramaniam