Rachna M.
Head of Marketing & Sales Performance Analytics, Na @Ansell
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WORK HISTORY
Head of Marketing & Sales Performance Analytics, Na @Ansell
NY, US
Design the customer and marketing analytics roadmap development for distributor-led and ecommerce-led channels for the Americas region.• Build and coach analytics team to drive continuous improvement within the team.• Lead Center of Excellence BI & Analytics, a cross-functional (Commercial, Finance, Supply Chain, IT) analytics team for the Americas region to align on analytic priorities and mobilize as a team to successfully deliver against the aligned priorities• Lead cross-functional teams to measure performance of digital marketing tactics (including multi-touch attribution), define test plans across paid media initiatives to improve conversion metrics: sales qualified leads, opportunity pipeline tracking attributed to marketing programs• Lead efforts to identify Marketing technology platforms (ABM, MDP)- define use case requirements, evaluate vendor platforms and define implementation roadmap• Provide end to end visibility on marketing and sales transaction level performance across all sales and customer channels (distributor, digital and end user customers)• Lead qualitative market research needs to improve customer experience on Ansell.com properties• Partner with IT, Digital Product, Enterprise Data Management teams to define data needs/improvements and ecosystem requirements to deliver analytic needs of the organization
EDUCATION
University of Illinois Chicago
Masters, Management Information Systems
University of Mumbai
BE, Biomedical Engineering
The University of Chicago Booth School of Business
MBA, Marketing, Strategic Management, Entrepreneurship
SKILLS
ABOUT RACHNA M.
My core responsibility is to define the customer, sales and marketing analytics roadmap and lead the development of these initiatives to drive profitable revenue. I am accountable for leading a team of analytical professionals, whose primary focus is on defining, measuring, and tracking outcome-based metrics. We deliver self-service analytic tools and draw insights and recommendations to optimize sales and marketing channels, resulting in revenue growth for the organization. My expertise lies in building high performance teams, engaging with the business and leading cross-functional teams such as commercial, marketing, data science, IT, vendor partners, and others to deliver analytic initiatives and having a strong understanding of the CRM and mar-tech ecosystem and its underlying data. Core Expertise: Customer, Sales and Marketing Analytics, Business Intelligence, Digital Analytics, Data Management Engineering and Science across B2C and B2B industries including SaaS products, Ecommerce and MarketplacesTechnical & Platform Skills: SQL, Python, SAS, PowerBI, Google Analytics, Growth Marketing Measurement, Salesforce, Fullstory, CDP/ ABM and marketing automation platforms such as DnB, Marketo and 6sense.
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