POOJA SANJAY PATHAK
Senior Customer Insights Analyst
Melbourne
Summary
I am a data-driven Senior Customer Insights Analyst with vast expertise undertaking advanced data exploration and providing actionable insights on customer behavior and growth opportunities. I am passionate about championing customer analytics within businesses, providing end-to-end solutions for stakeholders. This includes consulting with stakeholders on recommended data strategies to solve business problems, driving data analysis and providing impactful reports and strategic recommendations. I have experience across the Australian fashion industry, most recently at Country Road Group, and have also been employed earlier in my career at Meta and Apple in California.
Overview
10
10
years of professional experience
Work History
Senior Marketing Insights Analyst
Montu
03.2025 - Current
- Analyzed marketing campaigns, sales performance, and category trends to deliver actionable insights and recommendations that influenced strategic decisions.
- Prepared and presented regular KPI reports on marketing effectiveness, sales outcomes, and customer behavior to senior stakeholders.
- Monitored website and microsite analytics (traffic, bounce rates, conversions, user behavior) to identify optimisation opportunities and support A/B testing.
- Tracked and evaluated ROI on marketing spend across Google Ads, social media, paid search, and digital media channels, ensuring budget efficiency and cost-effectiveness.
- Collaborated with marketing, finance, and automation teams to align campaign execution, budget allocation, and reporting processes, including building automated dashboards and attributes in Braze.
- Created data visualisations and reports to communicate complex insights clearly, driving improvements in campaign strategies and brand performance.
Senior Customer Insights Analyst, Customer Insights Analyst
Country Road Group
10.2021 - 12.2024
- Conducted data analysis to understand product range performance, retail strategy, and customer behaviour.
- Effectiveness of brand-designer partnerships to understand product performance
- Customer purchase trend during holiday gifting seasons
- Incremental value of click and collect orders
- Gift card usage analysis
- Customer retention post store closure
- Regularly monitored customer mosaic data to ensure brands are effectively attracting their target customer segments.
- Partner with Advanced Analytics on crucial projects like customer segmentation and churn prediction, ensuring robust testing and validation processes.
- Designed and led rewards analysis and reports, supporting loyalty program insights.
- Provided analytical expertise to the finance and audit teams, offering support in data analysis.
- Collaborated with IT and CRM teams to resolve data discrepancies and improve database efficiency.
- Lead onboarding for new analysts, providing comprehensive training in data flows, SQL, and essential tools like Salesforce and Tableau.
BI Developer
Leighton O’Brien
11.2019 - 10.2021
- Developed analytical dashboards and reports for industry-leading products (Westlock Live, SIRA Analyses) for major petrol companies across Europe, America, and Australia
- Analyzed platform data to create custom BI analytics, writing optimized SQL statements
- Managed data warehouse DBs and schemas, including performance tuning and updates
- Migrated clients from legacy systems to Yellowfin BI and maintained server updates
- Created internal reporting to track report usage, performance, and user interactions
Tableau Developer
Meta Inc
09.2018 - 05.2019
- Analyzed data and created visual reports for network capacity, overutilization, and provisioning
- Developed data pipelines from Hive, MySQL, and Oracle using Presto for Edge Network Services
- Collaborated with network provisioning teams to align report metrics with objectives
- Created advanced calculations to measure capacity changes and performance metrics
- Optimized multiple dashboards for better performance and tracked dashboard metrics
Tableau Developer/Server Admin
Apple, Inc
10.2015 - 09.2018
- Developed interactive reports for Apple Support, Apple Communities, Real Estate, and Legal Services
- Engaged with business users to understand requirements and create relevant metrics
- Managed user access, groups, and report schedules on Tableau Server
- Translated ad hoc requests to deliver timely and impactful data insights
- Enhanced report performance by optimizing data connections and query efficiencies
Education
Master of Science - Electrical Engineering
University of Colorado
01.2015
Bachelor of Engineering - Electronics and Communication Engineering
Anna University
01.2013
Skills
- SQL: BigQuery, SQL Server, MySQL, Hive, AWS, Teradata, Oracle, MongoDB
- Data Visualization: Tableau, Power BI, Qlik, Yellowfin BI
Websites
Accomplishments
- Built RFM segmentation for Montu's loyalty customer base.
- Witchery Store Closure Strategy Optimization: Conducted a comprehensive store closure analysis for AU and NZ locations, leading to a strategic shift in the company's approach to store closures.
- Country Road Iconic Platform Incrementality Analysis: Performed a detailed cannibalization analysis for brands launched on the Iconic platform, providing key insights into the platform's effectiveness and impact on brand performance.
- Witchery Women's Accessories Analysis: Completed an in-depth analysis of accessories segment, enabling data-driven decisions to shape brand strategy.
Timeline
Senior Marketing Insights Analyst
Montu
03.2025 - Current
Senior Customer Insights Analyst, Customer Insights Analyst
Country Road Group
10.2021 - 12.2024
BI Developer
Leighton O’Brien
11.2019 - 10.2021
Tableau Developer
Meta Inc
09.2018 - 05.2019
Tableau Developer/Server Admin
Apple, Inc
10.2015 - 09.2018
Bachelor of Engineering - Electronics and Communication Engineering
Anna University
Master of Science - Electrical Engineering
University of Colorado
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