New York, New York, United States
AMAZON ADVERTISING – MEASUREMENT AND DATA SCIENCE
Spearheaded successful launches of several advertiser-facing measurement products and features by managing teams of Engineers, Product leaders, ML Applied Scientists/ Economists and Sales/Marketing teams. Responsibilities span writing PR-FAQs/Business Reviews, Operational Planning, Development of working backwards plan, driving high judgement prioritization/trade-off decisions, tracking and mitigation of risks to unblock delivery. Some notable launches below.
• Launched a new set of metrics under the umbrella of Total-impact measurement, which combined on and off-amazon attribution metrics such as Sales, Return-on-Advertiser-Spend (ROAS).
• E2E management and delivery of Amazon Ads’ proprietary Multi-Touch attribution insights to advertisers on contribution of their upper and mid-funnel ad-strategies to campaign outcomes, thus encouraging their continued investment in full-funnel strategies. These metrics were calculated through extensive experimentation and modeling for scale, ensuring attribution credit allocation to ad-campaigns is proportional to their causal impact.
• Orchestrated development and implementation of multiple strategies for identity recovery on Google Chrome traffic and conversions to preserve measurement, in anticipation of planned rollout of 3PC opt-out feature by Google in 2025.
• Complete Product ownership and launch of multiple advertiser-facing features in Amazon Ads Brand management platform acting as advertising system-of-record for 48 M brands and 1.5 B brand hierarchies/ relationships on Neptune graph.
AMAZON RETAIL - BUYER RISK PREVENTION
• Disambiguated requirements corresponding to Payment Aggregator/ Payment Governance (PAPG) regulations proposed by Reserve Bank of India, and developed E2E compliance strategy (across 6-7 Buyer-Risk prevention stacks) to protect Amazon IN business of ~250 M per annum.