irene Sunny

Assist Back Market in enhancing their customer experience and operational efficiency through sentiment analysis and topic modelling of feedback data (internal survey, review sites and social media platforms), through NLP techniques and LLMs.

• Oversee the monthly newsletter publication, event management and manage content creation. • Lead a team of 10+ analysts across 4 interest groups, fostering a space for idea exchange. • Collaborate on podcast production and organize roundtable discussions. • Engage in strategic direction setting, operations, and outreach activities.

- Created in December 2020, DOT is the first student society between ESSEC and Centrale-Supélec. It aims to allow other students from both schools to get a thorough understanding of Data Science and its different applications. - As part of the Content Team, we publish articles, newsletters etc on flaming data and analytics topics and thereby generate and enhance the interest of students in the field of Data Science and Business Analytics.

- Audited website and implemented tracking (Google Tag Manager / Adobe Launch) for a well-reputed FMCG organization based in the USA. - Supported the migration of the client from Google Analytics to Adobe Analytics and as part of the plan, reviews tracking code, analytics variables, tag management and marketing pixels. Understands the marketing attribution models and plans for a clean migration strategy for campaigns. - Developed frameworks outlining all the functionalities required for tagging and provides data-driven recommendations to improve analytics tracking on the website. - Lead the customer interaction, prepares monthly business performance review reports, and provides analysis on digital marketing effectiveness to senior leadership using visualization tools like PowerBI and DataStudio - Strategically optimized key conversion points in the marketing funnel using A/B testing and data analytics, leading to a monthly average improvement in click through rate by 15% and in conversion rate by 8%

• Orchestrated the rebranding initiative involving redesign of visual identity, website revamp, product range expansion. Translated brand elements into go-to-market strategies leading to 12% improved sales/ brand-awareness QoQ. • Implemented SEO strategy for website, grew organic traffic by 33%, lowered bounce rate by 10% and advanced web rankings from Page 2 to top 4 for 15 major keywords. • Enhanced corporate communication and social media presence, gaining 1,000+ organic followers in three months; boosted web engagement by 25% through blog content strategy, Google Ads and Google Analytics integration.

- Led a team of 5 to provide an effective dynamic pricing model to one of the large corporates in the electronics sector. - Acquired deep understanding of the business to align the client’s needs to the solutions. - Drove client adoption by introducing chatbot, conducting workshops, identifying applicable business use cases, and deploying them into the product and platform. Number of users of analytics dashboards increased by 2X, and 4 major product categories adopted the model for daily price changes, category profit improved by 15% on an average, quarterly basis. - Through analytics, delivered consultative business reviews, resulting in strategic recommendations, best practices, and process improvements. - Worked closely with the CEO to manage both change and communications management internally and externally.

• Managed the process of development and cascading of ‘Balanced Scorecard’ at different hierarchical levels of the organization which was reviewed on a monthly basis to monitor performance deviations and make necessary strategic adjustments. • As part of the OSM initiatives, involved in the management of strategic initiatives at cross functional levels to ensure organizational alignment and realization of corporate synergies. • Under the QPM module, played a critical role in company’s appraisal at PCMM Level 4 in FY18. Crucial competency-based processes were identified, analyzed and brought under quantitative control through statistical analysis in Minitab. TCL became the one of the few NBFCs globally to have been successfully appraised at PCMM Level 4 (SCAMPI B) in March’18 by KPMG. • Formed a 7 member cross functional team to reduce the Turnaround Time (TAT) for sanctioning and disbursal of Used Auto Loans by 50% using six sigma systematic problem solving methodology (DMAIC).

Worked on the project “Saudi Vision 2030 and its impact on Construction Sector” involving the study on the reforms in Infrastructure space of Saudi in alignment with Saudi Vision 2030 to explore the economic threats and opportunities to be faced by Saudi, both in the long term and short term.

Conducted a market study among students from Class 9th till Class 12th, under graduation and their parents to understand the trend of career counseling needs and the factors influencing the decision making process. Generated an analysis report of the study results and recommendations for the firm in terms of ideal target segment, factors leading to differentiated service offerings, preferred mode of interaction etc.