Headline

Empowering Marketers with AI & Deep Data Insights | Focused on Budget Optimization Strategies | Attributions, MMM & Causal AI

About

In today’s complex digital landscape, marketing leaders need more than just data—they need actionable intelligence. I bridge the gap between AI-driven analytics and marketing strategy, enabling brands to optimize spend, improve attribution accuracy, and measure true impact using cutting-edge Causal Inference, MMM, and advanced Measurement methodologies. 🔹 What I Do: Help marketers make sense of data noise through causal AI, ensuring they invest in the right channels for maximum ROI. Optimize marketing budgets using advanced econometric modeling and machine learning. Decode attribution challenges by leveraging state-of-the-art methodologies like Difference-in-Difference, DoubleML, and Bayesian modeling. Advance the future of marketing analytics, integrating AI to refine MMM strategies for more precise, real-time decision-making. 🔹 What Drives Me: I am passionate about democratizing marketing analytics, making sophisticated AI-driven techniques accessible to CMOs, growth teams, and performance marketers. My work revolves around ensuring that businesses don’t just collect data, but extract the right insights to drive business outcomes. 🔹 Let’s Connect! If you're looking to elevate your marketing strategy with AI, data science, and causal inference, let’s talk! I'm committed to pushing the boundaries of what's possible in technology, always with an eye on delivering tangible value to our clients.

Location

Bengaluru

Work experience

Co-Founder & CTO at Lifesight, Jan 2025 - Present · 1 yr 8 mos, Leading the vision, architecture, and delivery of data science-powered marketing intelligence products to turn wasted ad dollars into predictable growth & profit using incrementality measurement to help marketers understand which ad dollars are truly driving real revenue.

Chief Technology Officer at Lifesight, Jan 2024 - Dec 2024 · 1 yr, Bengaluru, Karnataka, India, • Technology roadmap aligned with the company's future vision, driving innovation, and translating IT investments into strategic business outcomes. • Serving as a vital bridge between technology and business, aligning functions with technology initiatives to achieve transformative results. -> Led programs to transform company to enter into different avenues of emerging businesses in attribution and measurements space. -> Launched new product lines leveraging deep data science techniques and built Unified Marketing Measurement and Optimisation platform empowering modern marketers to make better decisions using Multi-Touch Attribution, Marketing Mix Modelling, Incrementality Testing, and Causal AI.

VP of Engineering at Lifesight, Dec 2020 - Dec 2023 · 3 yrs 1 mo, Bengaluru, Karnataka, India, - Architected and scaled a cloud-native data intelligence platform, integrating streaming and batch processing for big data analytics. - Pioneered the development of a highly scalable real-time ID Graph infrastructure, enabling advanced customer profile unification, identity resolution, and data enrichment. - Spearheaded web/application security and data privacy initiatives, successfully obtaining ISO 27001, SOC2 Type II, and other privacy compliance certifications. - Led platform refactoring to leverage cloud-native capabilities, resulting in million-dollar infrastructure cost savings while enhancing resilience, scalability, and reducing complexity. - Restructured the technology vertical, implementing an agile and modular development approach to serve a higher volume of clients with increased efficiency and flexibility. - Optimised the Data-as-a-Service offering to capitalize on emerging market needs, successfully opening up the Mid-Market Revenue Channel. - Expertise in leveraging alternative data to construct the world's largest consumer graph, employing advanced AI and big data techniques for deep consumer insights and advertising use cases. Key Innovations: - Developed encrypted data feed analysis for actionable consumer behavior and movement pattern insights. - Implemented complex spatial pattern analysis for driving tangible outcomes with geospatial insights. - Engineered deep-dive analytics into behaviors, lifestyles, and patterns, bridging data science with human insights for personalized experiences. - Designed advanced consumer identity navigation systems to anticipate needs and elevate engagement strategies.

Technical Architect at Amadeus, Feb 2018 - Oct 2020 · 2 yrs 9 mos, Bengaluru Area, India, Technical Architect for overall techno leap program for the platform revamping the tools / products to evolve as streaming computation platform leveraging Microservices, Cloud Native app dev, Kafka, Spark and NoSql.

Vice President Of Technology at Morgan Stanley, Jan 2016 - Feb 2018 · 2 yrs 2 mos, Bangaon Area, India, Part of Counterparty Risk and Margin within Prime Brokerage Services leading Bangalore team I am responsible for looking into day to day functioning of complex Margin platform (with 100s of upstream , downstream) and architecture, design and development of the platform migrating from Batch based platform to microservices architecture based event driven platform and renovating legacy components.

Software Architect Technical Lead at Morgan Stanley, Apr 2014 - Dec 2015 · 1 yr 9 mos, Bangaon Area, India, Lead Developer and Technical Architect for the projects and application development as part of Run The Bank and Change The Bank. Developed expertise in RDBMS (Sybase), optimizing performance for SQLs, stored procedures and Java applications.

Software Developer at Goldman Sachs, Sep 2011 - Apr 2014 · 2 yrs 8 mos, Bangalore, Core Java/J2EE, Database SQL and Stored procedure developer taking care of developing and enhancing applications and systems used by Margin Operations team.

Software Engineer at Symphony, Jan 2010 - Aug 2011 · 1 yr 8 mos, Bangalore

Education

Master of Science - MS, Statistics & Data Science, The University of Texas at Austin

Blockchain Technologies and Solutions, IIIT Hyderabad