Pratibha Rathee

Senior Manager @American Express

Sr. Manager, Digital Analytics: Responsible for driving New Cards Acquired and Billed Business Acquired through Google Search- Managing Paid Search campaigns in international proprietary markets. Leading a team to implement efficient campaign strategies and drive prospect & customer acquisition by targeting improvements- ROI driven strategies for channel optimisation and campaign analysis to maximize the acquisition yield- Leading AB Testing program for text ads and Landing Pages, including efficient Keyword expansion for scaling acquisitions using Keyword Planner tool, social data. Increase content relevance and personalization capabilities- Prospect targeting through data driven enhancements using Google’s demographic data (DFSA)- Managing Google Sponsored Promotions campaigns in 14 markets- Managing and developing partnerships with teams across the organisationManager, Risk Management (till 2014):Responsible for risk management in the EMEA region- Built New Accounts models and Customer Management models to be used in predicting risk of prospective customers/ existing customer base- Worked on creating a restaurant recommender engine for traveling card members using Big Data techniques (Similarity Matrix)- Create and present business review reports to gauge the financial performance of the portfolio on a regular basis and identify opportunity for improvement in the risk framework and policies- Responsible for designing and implementing new rules in the system, managing the existing rules and tracking rules’ performance- Analysis e.g, analyzing behavior of cash transactors, studying benefit of Credit Bureau score for prospective customers.