Headline

Lead Data Scientist | Bayesian Marketing Mix Modeling (MMM), Causal Inference & Incrementality | $100M+ Ad Spend Optimized | Ex - Neustar

About

*** Most organizations don’t struggle because they lack data. *** *** They struggle because they lack confidence in decisions. *** I help brands answer the question every marketer actually cares about: what did my marketing truly cause? My career has climbed the full marketing-measurement stack. I started building the BI products that make data usable, then the identity-resolution and multi-touch-attribution (MTA) systems that connect omnichannel touchpoints into unified customer journeys, and today I lead the Bayesian MMM and incrementality experimentation that establish causal impact and direct spend. That end-to-end path is what lets me implement measurement — designing studies, calibrating models with experiments, and reconciling MMM, MTA, and incrementality into one source of truth. Today I lead a team of six data scientists at LiftLab building Bayesian MMM and geo-experimentation for enterprise clients, optimizing over $100M in annual media spend across 30+ brands. Marketers have three sources of truth — MMM, platform attribution, and experiments — and they rarely agree. I build the systems that reconcile them. My proudest proof point: a full-media go-dark experiment where our model's predicted ROAS landed within 1% of the experiment's causal ground truth. I care less about elegant models than about models that change a budget decision on Monday morning.

Location

Hyderabad

AI stack

codex

cursor

Work experience

Lead Data Scientist at LiftLab, Sep 2023 - Present · 3 yrs, I lead marketing-measurement R&D at LiftLab, building Bayesian MMM systems that guide budget decisions for global consumer brands. • I manage a team of 6 data scientists. We design and roll out Bayesian MMM and geo-experimentation solutions for over 30 enterprise brands, actively optimizing more than $100M in annual media spend. • Drive R&D on LiftLab's next-generation Bayesian MMM platform — adopted across 20+ client engagements. • I designed our next-generation Bayesian engine from the ground up using custom Stan and NumPyro. By better capturing adstock, saturation, and cross-channel effects, we cut our out-of-sample forecast error by 12%. • I built workflows that use actual incrementality experiment results to calibrate our MMM priors. This ensures our clients are shifting budgets based on proven, causal lift rather than just statistical estimates. • Set modeling standards and review practices for the team — model diagnostics, priors documentation, and uncertainty communication for non-technical stakeholders.

Senior Data Scientist at LiftLab, Nov 2022 - Aug 2023 · 10 mos, • Built and shipped Bayesian Media Mix Models end-to-end for 20 client engagements, owning everything from data validation to executive readout. • Promoted to Lead Data Scientist within 10 months, taking over team leadership and platform R&D.

Data Scientist (Full Stack) at Neustar, Inc., Oct 2020 - Nov 2022 · 2 yrs 2 mos, Hyderabad, Telangana, India, • Built the customer identity graph and identity-resolution systems (Spark/PySpark, deterministic + probabilistic linkage) behind Neustar's marketing identity and measurement products (OneID, TruAudience) — the connective layer unifying online, offline, and cross-device touchpoints into the person-level foundation multi-touch attribution and measurement depend on. • Improved identity match accuracy by ~15% and match confidence across channels through data-quality and entity-resolution frameworks, strengthening downstream attribution and audience measurement. • Solved offline–online identity stitching under noisy, incomplete data; laid the deterministic + probabilistic foundation reused across analytics and activation. • Bridged data engineering, ML, and business stakeholders. Recognized with the 2022 SQUAD Award for technical excellence and ownership.

Data Science Coach & Mentor at Great Learning, Apr 2019 - Jan 2020 · 10 mos, Greater Hyderabad Area, • Mentored working professionals in statistics, ML, and applied analytics. • Known for simplifying complex concepts and building industry-relevant intuition.

Data Scientist at Neustar, Inc., Nov 2018 - Sep 2020 · 1 yr 11 mos, Greater Hyderabad Area, Project: OneID ( Unified Identity Platform) • Built large-scale ML models using Spark / PySpark for identity resolution and cross-device linkage. • Solved complex offline–online identity stitching problems under noisy, incomplete data. • Improved attribute quality and model precision, resulting in ~15% lift in matching accuracy. • Laid the foundation for deterministic + probabilistic identity systems used downstream in analytics and activation.

Software Engineer at Neustar, Inc., Mar 2018 - Oct 2018 · 8 mos, Hyderabad, Telangana, India, • Engineered scalable ETL pipelines (~2 TB/day) for marketing and identity data. • Productionized ML-ready datasets feeding the identity and attribution stack.

Software Engineer ( Business Analytics ) at GGK Tech, Jul 2015 - Feb 2018 · 2 yrs 8 mos, Hyderabad Area, India, Project: Explora BI (Analytics Platform) Co-built an end-to-end BI product from scratch and eventually became Subject Matter Expert on the tool. • Core engineer on the founding team of Explora-BI, a self-service BI product built from scratch; designed a dynamic query engine enabling drag-and-drop modeling across multiple RDBMS. • Built a Tableau-like visualization layer; implemented report scheduling, PDF/image exports, and enterprise integrations.

Trainee Software Engineer at GGK Tech, Jan 2015 - Jun 2015 · 6 mos, Greater Hyderabad Area, Project: HCSC (Health Care Services Corporation) • Built RESTful services for health insurance enrollment systems. • Automated reporting and controls for operational analytics.

Engineering Intern (R&D) at OpenText, Jul 2014 - Dec 2014 · 6 mos, Greater Hyderabad Area, Project: InfoFusion (Unified Information Management) • Built data connectors integrating Box, Gmail, Google Drive, and Dropbox. • Implemented versioning systems for documents, media, and structured content.

Education

Post Graduate Program, Business Analytics, Illinois Tech Stuart School of Business

Post Graduate Program, Business Analytics, Great Lakes Institute of Management