Harman Singh

Freelance

Fiverr • Freelance

Jun 2025 - Present • 1 yr 1 mo

• Worked on a Marketing Mix Modelling (MMM) (using Robyn) project for a startup operating in the Human Resources domain, supporting data-driven marketing and business decision-making. • Setup Furryi.co (early stage), a D2C pet brand, from the ground up — managing end-to-end operations including product discovery, sourcing, procurement, and marketplace strategy. • Achieved 3X month-on-month revenue growth and 4X increase in order volumes, reflecting strong product-market fit and improving operational efficiency. • Analyzed marketing campaign performance across marketplaces (Meesho & Amazon) and social media platforms to optimize ROI and reduce inefficient ad spend. • Reduced customer acquisition cost (CAC) by 48% — from ₹100 to ₹52 per order within the first few months — through continuous campaign optimization and improved targeting. • Built comprehensive financial analytics and performance reporting covering COGS, contribution margins, revenue tracking, unit economics, marketing efficiency, and CAC — enabling data-driven decisions across all key business metrics. • Analyzed operational and customer experience challenges including product returns, packaging issues, logistics performance, and RTO (Return to Origin) trends to improve business efficiency. • Developed internal analytical tools and automation calculators using Claude AI, including ad strategy calculators, business consolidation tools, and performance analysis frameworks to support data-driven decision-making.

Senior Marketing Scientist

Yum! Brands • Fulltime

Feb 2022 - Jun 2025 • 3 yrs 4 mos

• Collaborated with business users, stakeholders, and cross-functional teams to gather and document business requirements for analytical projects. Worked with marketing teams to design data-driven strategies based on MMM results. • Collaborated with brands on localized emails, SMS and app push campaigns for new menu launches, seasonal offers, and loyalty programs, maximizing engagement across user segments. • Analysed campaign pipeline & ROI using marketing tools/MMM outputs to evaluate promotions, measure uplift in same-store sales and online conversions, and refined targeting based on MMM insights. • Built lasting relationships with clients across different geographies to understand business problems, create statement of purpose (SOP), define program timelines, and plan program roll-outs. • Proficiency in Python and SQL (basic). • Familiarity with Google Analytics, Adobe Analytics, Amazon marketing cloud and Google Ads data hub. • Leveraged Tableau, Advanced excel, Squirrel AI & Power points for deep analysis and reporting, delivered actionable dashboards to track KPIs (acquisition, saturations, sales attributions, promotion effectiveness & more) for business and marketing leaders. • Designed and developed interactive reports/decks using powerpoint, excel & squirrel ai to visualize key business updates and trends derived from mmm results. • Presented comprehensive decks with actionable insights for qsr brands to both technical and non-technical audiences. • Supported Revenue Growth Management (RGM) initiatives through promotion effectiveness analysis and consumer response modelling across QSR markets, helping optimize pricing strategies, campaign performance, and profitability. • Used in-house market mix modelling platform to create regression models, test marketing hypotheses, and determine attribution of sales.

Marketing Analyst - Team Lead

American Express • Fulltime

May 2018 - Sep 2021 • 3 yrs 4 mos

Responsible for Internal acquisition (India Business) - Supplementary cards. • Meet DA/F2F/QC leadership to drive targeting & marketing strategies. • Connect with external vendors for estimates, invoicing & budgets. • Forecast supp acquisition data & structure incentive for F2F/DA-sales. • Analyse revenues & push required product acquisition through the stream. Basis IDN/ICS/monthly spend & other factors. • Coordinate with internal key stakeholder’s i.e., sales F2F/Digital acquisition, sourcing, processing teams, etc. to gather key compounding insights and proactively analyse, for better conversion/penetration ratios and also to create a seamless work process. • Handling related segment of supplementary operations team & initiated efficiency/business growth by closely working with concerned manager/team leads. Majorly applying TQM framework. • Provide related information/research work to assist Sr.analyst in developing long-term business plans. • Assist with monthly/quarterly business reviews and executive-level performance reporting. Provide deep analysis that will support solid decision-making. • Working on creatives required for marketing & internal acquisition. • Channels falling under my belt have shown a consistent growth of 45% YOY (pre-Covid) & have surpassed customer marketing, which was acquiring the major chunk previously. Are currently reviving at 15% growth MOM.