Week 2 Assignment: Introduction to Yourself

Introduction to me!

Hello, I am Kritika! I am a first-year MS in BANA student from India. I have worked as a Consultant in Data Strategy and Engineering at Kantar for 2 years, where I supported clients such as Unilever and Bank of America. I hold a master’s degree in marketing (MBA) and a bachelor’s degree in electronics and communication engineering. This is my first time in Cincinnati, and I am excited to explore the city and its culture. Outside of academics and work, I enjoy travelling, painting, and playing badminton.

Academic Background

• MBA in Marketing - Sri Balaji University, Pune
• BE in Electronics and Communication Engineering - Visvesvaraya Technological University

Professional Background

Consultant - Data Strategy and Engineering

• Delivered multiple Market Mix Modelling (MMM) projects end-to-end, including data cleaning, exploratory analysis, and final deliverables.
• Developed brand narratives and presented insights using PowerPoint and dashboards.
• Defined project scope, ensuring alignment with client objectives and expectations.
• Built ROE models to understand drivers of brand favorability and consideration for Bank of America.
• Supported ad-hoc CPG client requests, enhancing decision-making with data-driven insights.

Marketing Intern - Mars Wrigley, India

• Promoted and merchandised confectionary products to improve sales.
• Analyzed customer behavior and insights to guide sales strategies.
• Supported initiatives to increase product appeal and market presence.

Experience with R and other analytic software

• Used R at Kantar with pre-written scripts for data harmonization, data preparation, and generating market context templates.
• Applied Power BI for exploratory data analysis and creating data summary files.
• Most of my work has been with Excel, where I performed business analytics and data analysis.
• Learned basics of Python and data visualization tools (Power BI, Tableau) during MBA.