Priyanka Purkayastha
Global Digital Marketing & Analytics @Volkswagen Group
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WORK HISTORY
Global Digital Marketing & Analytics @Volkswagen Group
Berlin, DE
Drive analytics initiatives across Digital touch points- Partner with cross-functional teams (brand, website, sales, media, product & content) to enhance marketing performance and support customer acquisition strategies- Built robust analytical frameworks (using Adobe, Tableau & Power BI) to monitor spend efficiency, channel attribution, and customer lifetime value- Support vendor relationship management and MarTech integration. eg. Cookieless initiative, Server Side Tagging, CDP & Data Cleanrooms- Establish SEO roadmap and optimise website for AI related evolution.
EDUCATION
The Maharaja Sayajirao University of Baroda
Engineer’s Degree, Electrical and Electronics Engineering
IBS Hyderabad
Master of Business Administration (MBA), Marketing Research
SKILLS
ABOUT PRIYANKA PURKAYASTHA
Digital growth and Analytics leader with a belief that data, when interpreted with empathy and context, can unlock powerful business decisions.I bring 15+ years of experience across consumer insights, digital marketing, analytics and creative storytelling.At Volkswagen, I work at the intersection of evolving Marketing technologies, AI powered growth and analytics. We bridge the gap between digital technology and customer journey.My foundation in analytics and market research equips me with deep empathy for customer behavior, which I now combine with complex marketing & website performance data to drive ROI and customer-centric innovation.I truly believe in ‘learning by doing’ & that ’stories can change the world’ which lead me to built Writersmelon, a digital-first community for authors & book lovers. I continue to use it as my testing ground to learn about digital marketing and fuel my passion for reading and writing fiction.
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