Aditi Seth

About Aditi Seth

An MBA Graduate from IIM Raipur, with 7 years of professional experience in Strategy & …

Experience

1. Consultant - Strategy & Consulting (Applied Intelligence)

   Accenture

   Feb 2022 — Present · Bengaluru, IN

   Key Result Areas:Digital & Marketing Investment Optimization Strategy – FMCG/Retail/Oil & Gas Clients:* Crafted the digital strategy for major FMCG clients such as Nestle/Mondelez, thereby achieving budget optimization and cost reductions by 40%.* Conducted marketing landscape assessment, competitor analysis, analyzed the NPD/Brand – building campaigns, YOY sales trends, promotional tactics undertaken to draw strategic insights and gauge the brand performance.* Gauged the impact of macro/micro-economic factors, competitor, halo and cannibalization effects on brand performance via EDA (exploratory data analysis).* Leveraged syndicated sources - Nielsen, Kantar World Panel, Customer POS, Media GRP, Shopper panels, Trade spends, digital marketing data feeds for statistical analysis.* Developed Market Mix Models – Log-Linear Models for CPG brands – Nescafe/ KitKat/ Maggi and Milo across multiple geographies Australia/Vietnam, to gauge the marketing effectiveness and provide strategic insights to leadership such as:(A) ROI vs Revenue uplift per Marketing Channel (Sales Promo Uplift Modelling)(B) Response Curves & Contribution charts (C) Volume decomposition for the brand – providing segregation of base sales and incremental drivers * Managed a team of 5-6 associates, thereby leading an end-to-end project delivery while working on Microsoft Azure Stack, Databricks, Data lake etc, developed models using Python, R, PySpark, SQL frameworks.* Knowledge of Generative AI, LLM, LangChain frameworks as well as DSP Platforms (DV360 Global).* Executed the digital transformation, store clustering, pricing, promotional, assortment strategies for a US Convenience Store/Retail client resulting in 30% increase in revenue.* Leveraged supervised & unsupervised AI/ML algorithms such as Logistic regression, K-nearest neighbors (KNN), SVM, Random Forest, Decision Trees, K-Means clustering, Artificial Neural Networks (ANN).