Marketing Strategy Through Data-Driven Leadership

3+ Years of High-Impact Marketing and Growth Analytics Excellence

Experienced Marketing Data Analyst specializing in campaign optimization, budget allocation, and product strategy through advanced analytics. Known for blending technical expertise with strong business acumen and executive-ready communication.

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Astha Harlalka

Astha Harlalka

Marketing and Growth Analytics Professional

Carnegie Mellon University | MSBA

Professional Summary

Driving marketing strategy through data-backed leadership. Marketing Data Analyst with 3+ years of experience shaping campaign, budget, and product decisions through high-impact analytics. Known for blending technical expertise (SQL, Python, GA4, A/B testing) with strong business acumen, stakeholder alignment, and executive-ready communication.

Trusted partner to cross-functional teams, with a proven track record of influencing strategy and delivering measurable growth across channels. Currently pursuing Master of Science in Business Analytics at Carnegie Mellon University's Tepper School of Business with a perfect 4.0 GPA.

Core Competencies

  • 📊

    Data-Driven Marketing Strategy

    Campaign optimization, budget allocation, and strategic decision-making through advanced analytics

  • 🎯

    Marketing Mix Modeling & Attribution

    MMM, Multi-Touch Attribution, and advanced experimentation design for marketing optimization

  • 🔬

    Advanced Marketing Analytics

    A/B Testing, Churn Prediction, LTV Forecasting, CAC Optimization, and Statistical Hypothesis Testing

  • 📈

    Executive Communication & Leadership

    Insight storytelling, cross-functional collaboration, stakeholder alignment, and team enablement

Education

Carnegie Mellon University – Tepper School of Business

Master of Science in Business Analytics (Merit Scholarship Recipient)

GPA: 4.00/4.00 | May 2025

Leadership: Student Leadership Council – Operations Officer and GSA Representative

Narsee Monjee College of Commerce and Economics

Bachelor of Commerce (Financial Accounting and Auditing)

GPA: 3.82/4.00 | May 2021

Leadership: Performing Arts Association – Marketing & Finance Head; Finance and Investment Cell – Elected Director

Professional Experience

Deloitte Consulting US (Capstone - Carnegie Mellon University)

Jan 2025 - Apr 2025

Generative-AI Marketing Analytics Consultant

  • LLM Integration & AI Technology Creation: Built an AI tool using Flask, LLMs, and Selenium to simulate 25+ customer personas and evaluate website content, UX and key marketing elements such as message clarity, CTA effectiveness, and brand perception, saving over 12,000 hours of manual review across 1,000+ websites.
  • UX Optimization & Business Impact: Engineered automated testing and persona flows with Selenium, enabling a 25% increase in website usability scores and driving adoption of strategic recommendations by client teams.
  • Insight Validation: Benchmarked persona feedback across multiple LLMs, applying a 70% agreeableness threshold to reduce hallucinations and ensure high-confidence insights for optimizing conversion funnels, UX, and content performance.

Publicis Global Delivery

Jul 2023 - Jan 2024

Associate Manager, Marketing Analytics and Paid Media Optimization

  • Revenue Growth: Created A/B testing frameworks, attribution modeling strategies & analyzed data with SQL & Python, optimized ad delivery improving return on ad spend (ROAS) by ~30%, generating $7.2M in incremental revenue for clients.
  • Marketing Analytics and Ad Optimization: Decreased trafficking errors using event tracking insights via Google Tag Manager (GTM) by 13% month-on-month, saving an estimated 40+ hours/month of manual rework, through deep analysis of delivery KPIs using SQL and Tableau.
  • Process Automation: Proposed and delivered automation initiatives that cut manual workload by 25%, strategically positioning the team to scale services and manage $2M in added revenue from a key Media & Entertainment account.
  • Team Enablement & Marketing Training Leadership: Served as Training Lead for onboarding 9 new analysts across global offices; developed SOPs, led hands-on workshops, and resolved 100+ technical blockers, accelerating ramp-up time by 30% and ensuring SLA compliance across client accounts.

Publicis Global Delivery

Feb 2022 - Jun 2023

Ad Operations and Media Performance Analyst

  • Process Improvement: Led global ad operations process evaluation to identify pain points and drive compliance improvements across 15+ countries, enabling 3,500+ error-free campaign deliveries (an unprecedented milestone).
  • Performance Analysis: Analyzed CM360 trafficking logs, DV360 performance metrics, QA failure rates, and time-to-live metrics to identify workflow inefficiencies, improving efficiency by 48% and reducing turnaround time by 42%.
  • Marketing Fraud & Viewability Analysis: Reduced invalid traffic exposure by ~35% using IAS (Integral Ad Science) insights, improving ad spend efficiency and media delivery quality across campaigns.
  • Data Governance: Designed data pipelines with GDPR-compliant event tracking logic, reducing risk exposure and supporting SLA-compliant campaign launches.

Publicis Global Delivery

Jun 2021 - Jan 2022

Marketing Analyst

  • Customer Acquisition and Media Optimization: Designed and executed A/B tests to evaluate creative and media performance, increasing click-through rates (CTR) by 25% and reducing customer acquisition costs (CAC) by 18%.
  • Project Management: Effectively managed coordination and optimized task assignment to maintain ~95% team utilization.
  • Ad Trafficking: Streamlined ad trafficking processes, reducing errors for special request projects and saving ~120 hours/week.

Recognition: Two-time "Achiever" awardee, recognized by the CEO for outstanding performance.

Marketing Analytics Projects

Predictive Investment Strategy - Portfolio Optimization

Engineered an end-to-end LendingClub pipeline with ML models for return and default prediction, including K-means risk clustering and an integer-optimized portfolio of 100 loans, yielding a 28% return at 8.4% risk and delivering over four times the ROI of baseline portfolios. Applied advanced machine learning and business principles to investment optimization.

Python Machine Learning K-means Clustering Portfolio Optimization Risk Analysis ROI Optimization
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Predictive Marketing for Customer Acquisition

Developed predictive logistic regression & decision tree models in R to optimize a bank's telemarketing campaign, improving customer targeting and achieving a 90% cost reduction and 2.5x increase in net profit.

R Programming Predictive Modeling Customer Acquisition Telemarketing Optimization
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Churn Prediction and Customer Retention Marketing

Designed a churn prediction model in Python & implemented a proactive retention strategy using an Excel simulator to optimize offers for at-risk customers, improving LTV by $4.39M & achieving 757% ROI.

Python Churn Prediction Customer Retention LTV Optimization
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Competitive Marketing Analysis using Topic Models

Utilized LDA and Euclidean distance in Python to cluster 1,100+ films by topic and identify optimal 2014 release date for "The Maze Runner", reducing direct-release competition by 23%.

Python LDA Topic Modeling Competitive Analysis Marketing Strategy
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Ford Ka Marketing Segmentation Strategy

Applied k-means clustering on demographic and psychographic data to segment small-car buyers and identify high-MQL clusters; boosted alignment with trend- and value-driven consumers, informing Ford's go-to-market strategy.

R Programming Market Segmentation Customer Clustering Go-to-Market Strategy
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High Note Freemium Conversion Analysis & Strategy

Utilized decision trees and logistic regression in R to analyze 1.2M+ user behaviors and identify optimal conversion strategies for freemium-to-premium subscriptions, achieving 93.6% model accuracy and 70.7% engagement impact identification.

R Programming Decision Trees Logistic Regression Freemium Strategy
View Project

Certifications & Courses

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Technical Skills & Marketing Expertise

Programming and Analytics

Python (Pandas, NumPy, Scikit-learn, XGBoost) R Advanced SQL Statistical Analysis

Marketing & Web Analytics

Google Analytics (GA4) CM360 DV360 Integral Ad Science (IAS) Google Tag Manager (GTM) HubSpot CRM Mailchimp Impact (Affiliate)

Databases and Data Handling

SQL NoSQL (MongoDB) Data Cleaning & Manipulation ETL/ELT Data Storytelling

Visualization & Business Intelligence

Tableau Power BI Advanced Microsoft Excel (VBA, Power Query) Looker (Google Data Studio)

Marketing Analytics Methods

A/B & Multivariate Testing Marketing Mix Modeling (MMM) Multi-Touch Attribution (MTA) Churn Prediction LTV Forecasting Brand Lift Incrementality Testing Hypothesis Testing

Workflow and Automation

Flask Selenium Git Airtable Jira WordPress

Let's Connect

📧

Email

Ready to discuss marketing and growth analytics opportunities?

aharlalk@tepper.cmu.edu

💼

LinkedIn

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Ready to Drive Marketing Excellence Together?

Whether you're looking to optimize marketing campaigns, implement advanced analytics, or drive data-backed marketing strategy, I bring the expertise to deliver measurable results. Let's discuss how we can achieve exceptional marketing performance together.

Astha Harlalka - Marketing & Growth Analyst