Subhapradha Parthasarathy
London
Summary
Strategic and data-driven digital marketing leader with 8+ years of experience across media analytics, advertising strategy, product optimization, and consulting. Proven success in leveraging SQL, Python, and Google Marketing tools to deliver actionable insights and impactful business solutions. Skilled at influencing executive stakeholders, optimizing user journeys, and building scalable analytics frameworks. Adept in both performance and brand marketing with deep experience in Tech, Retail, and Luxury sectors. Strong grounding in customer analytics, commercial acumen, and segmentation, with the ability to translate complex datasets into clear business recommendations.
Overview
7
7
years of professional experience
1
1
Certification
Work History
E-commerce & Digital Optimization Specialist
De Beers Group
04.2025 - Current
- Led optimization of eCommerce platforms, for Brand and consumer markets, Shopify theme enhancements and analytics integrations, defining KPI’s boosting performance and accuracy of FM site tracking.
- Developed advanced tracking infrastructure across multiple category sites, ensuring compliance with global privacy regulations.
- Implemented server-side tracking (Meta CAPI) and managed BigQuery pipelines to enhance reliability and minimize on-site execution.
- Utilized Python and R-based statistical modeling to analyze event-level and eCommerce performance data, providing strategic insights.
- Conducted customer analytics for churn, retention, loyalty, and customer lifetime value (CLTV), identifying behavioral patterns and business levers.
- Initiated and completed Business Intelligence training to elevate modeling and forecasting capabilities.
- Identified and resolved conversion bottlenecks by optimizing user journeys and aligning analytics with business outcomes.
- Integrated data privacy frameworks in all analytics rollouts and partnered with Legal/Data Protection teams for global compliance.
- Managed Google Ads tracking, invoicing, and global feed operations (GMC, Meta), enhancing ad visibility and performance.
- Directed URL structure, site setup, KPI definitions, and user journey design for Polished and Origin brand experiences.
- Developed revenue distribution models to map customer journeys and identify sales-contributing products.
- Delivered customer segmentation strategies to support loyalty initiatives and high-value user acquisition.
- Optimization Specialist (Nov 2022 – Mar 2025)
Optimization Lead
ASDA
01.2022 - 11.2022
- Directed analytics implementation roadmap for ASDA Loyalty program.
- Created dynamic promotional sections leading to a 32% lift in average basket value.
- Conducted comprehensive A/B tests to optimize UX and search algorithm precision (up to 74%).
- Benchmarked KPIs and industry SOV to refine program competitiveness.
- Analyzed customer behavior and performance metrics to optimize segment-based marketing strategies.
- Delivered commercial performance insights on promotional efficiency and profitability.
Business & Application Development Analyst
Accenture
09.2018 - 12.2021
- Designed and deployed cloud infrastructure solutions using GCP, AWS, Azure.
- Built AI training data pipelines and scraping tools for clients in Telecom and Energy sectors.
- Developed Python/XML-based knowledge graphs to enhance R&D data visualization and insights.
Education
MSc - Consumer Analytics & Marketing Strategy
University of Leeds
01.2022
MTech - Communication Systems
SASTRA University
01.2018
Skills
- Media & Marketing Analytics (Brand & Performance)
- SQL, Python, R, Alteryx, BigQuery
- Customer Analytics: Churn, Retention, Loyalty, CLTV
- Google Ads, Analytics, YouTube, Marketing Platform
- Customer Segmentation & Lifecycle Strategy
- A/B Testing, UX Optimization, CRO
- Cloud Platforms: GCP, AWS, Azure
- Power BI, Adobe Analytics, Salesforce CRM
- Data Privacy & Compliance Implementation
- Executive Stakeholder Engagement
- Product & Campaign Strategy
- Site Structuring & Revenue Attribution Modeling
- Commercial Analytics & Profitability Modeling
- Statistical modeling
- Google Analytics understanding
- Web analytic & Data analytics
Certification
- Google Ads Display Certification
- Advanced Google Analytics – Google Analytics Academy
- Google Cloud: Introduction to Generative AI
- Fundamentals of Digital Marketing – Google Digital Garage
- SiteSpect A/B Testing Certification
- LSE Digital Marketing Strategy & Analytics (Accelerator Program)
- Certified Product Manager Expert – Udemy
- Advanced Link Building – LinkedIn Learning
Timeline
E-commerce & Digital Optimization Specialist
De Beers Group
04.2025 - Current
Optimization Lead
ASDA
01.2022 - 11.2022
Business & Application Development Analyst
Accenture
09.2018 - 12.2021
MTech - Communication Systems
SASTRA University
MSc - Consumer Analytics & Marketing Strategy
University of Leeds
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