Vishesh Kulshreshtha
Senior Data Analyst Crm and Digital @Travis Perkins plc
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WORK HISTORY
Senior Data Analyst Crm and Digital @Travis Perkins plc
England, GB
Commercial Strategy: Led the data architecture and performance tracking for a £1M loyalty initiative, identified high-value behaviour patterns that drove a 10% increase in Average Order Value (AOV).Strategic Growth: Developed automated CLTV, Churn, and Reactivation funnels; delivered insights that reallocated marketing spend toward high-retention segments, improving ROI by 2%.Customer Intelligence: Re-engineered RFM segmentation models to scale marketing reach to 20k+ customers (40% of the active base), ensuring highly personalised CRM journeys.Stakeholder Influence: Established a Customer Insight Framework used by marketing and Commercial Directors to inform pricing optimisation and revenue growth initiatives across the digital estate.
EDUCATION
University of Strathclyde
Master's of Data Analytics, Management Science
Greenway Modern School,
Dilshad Garden, Schooling
Manav Rachna Educational Institutions
Bachelor of Technology, Computer Science
Lingaya's Vidyapeeth
Diploma, Computer Science
ABOUT VISHESH KULSHRESHTHA
I bridge the gap between complex data architecture and executive strategy. Currently at Travis Perkins, I sit at the intersection of Digital and CRM, translating customer behaviour into actionable growth levers from optimising £1M loyalty initiatives to engineering end-to-end customer funnel visibility.I don’t just pull data, I build the intelligence frameworks for Commercial Strategy and Digital Growth by answeringWho are our most valuable customers?(CLTV & RFM Segmentation)Where is the funnel leaking?(Acquisition Efficiency & Churn Propensity)How do we scale profitably?(CAC Funnel & ROI Optimisation)Whether it’s migrating pipelines for 1.9M customers or influencing Senior Leadership on marketing spend, my focus is on interoperability, scalability, and measurable bottom-line impact.Previously worked in Commercial and Suppy Chain at Toolstation and a £10m Series A funded Fintech stratup.
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