Harsh Dwivedi

Experience

1. Risk and Decision Science

   FPL Technologies

   Jun 2022 — Present · Pune, IN

   Marketing and Top-of-Funnel•Devised and presented ₹10Cr monthly marketing plan and top-of-funnel performance analysis to senior stakeholders in monthly reviews, collaborated with cross-functional teams ensuring its seamless execution.•Automated marketing measurement framework with proper attribution logic, visualizing key metrics and CAC trends across all acquisition channels.•Built statistical models to optimize digital marketing campaigns, identified and solved top-of funnel product problems, reducing blended CAC of unsecured offers by 50%•Identified low-penetration areas within SAM and launched targeted campaigns, improving penetration by 30%Referral•Performed a comprehensive analysis on the segments of users referring the app, predicted their propensity to refer and automated the referral funnel dashboard.•Identified spends affinity category of Onecard users and launched innovative campaigns, boosting app referrals by 60%.Growth Funnel•Developed annual operating plan for complete growth funnel.•Automated real-time, daily and monthly growth funnel dashboards and set up alerts for quick RCA on drop-offs.•Managed live and expired offers inventory, ensuring partnership mandates and increasing funnel efficiency by 11%.•Active member of peer review and dataverse, contributing to optimize data models built by peers.Retargeting Framework•Predicted the propensity of funnel stuck customers to activate their card using XGBoost model(AUC: 0.76)•Proposed and implemented propensity based retargeting strategy, created and analyzed customer segments to manage the rewards allocation and communications, increasing response rate by 25%Onescore Product Analysis•Wrote SQL queries and performed ETL using python to automate Onescore’s engagement and retention dashboards.Analyzed user behavior and product feature adoption on OneScore, driving a 20% increase in M1 retention through app and communication personalization.