Ritika Wadhwa

About

Results-driven Digital Marketing & Business Intelligence Analyst with 3+ years of experience leveraging SQL, Python, and marketing analytics to optimize digital marketing performance, campaign efficiency, and data-driven decision-making. Expertise in Google Analytics (GA4), paid media performance analysis (SEM, social, display), Email Marketing, conversion rate optimization (CRO), and customer segmentation. Passionate about helping business grow with data-driven marketing strategies.

Experience

• Data Analyst - (Client: Comerica Bank) · American Technology ConsultingNov 2023 – Present

  Analyzed digital marketing campaign performance, leading to a 15% improvement in conversion rates and a 20% increase in ROAS. Designed and automated SQL-based marketing data pipelines, improving reporting efficiency by 30%. Developed Power BI dashboards to track multi-channel campaign performance, enabling real-time insights for paid and organic efforts. Implemented UTM tracking to enhance attribution modeling and improve visibility into customer journey insights.

• IT Operations Services Co-op (Data Science) · Boehringer IngelheimJul 2022 – Dec 2022

  Optimized website conversion tracking and lead attribution, leading to a 12% improvement in customer engagement. Developed Python-based predictive models to identify high-value customer segments, improving targeted marketing strategies. Enhanced ETL pipelines to integrate multi-touch attribution data, improving cross-departmental reporting. Collaborated with business stakeholders to translate business needs into data solutions, improving efficiency and enhancing decision-making through data-driven insights.

• Marketing Analyst · Auctm SquadstackAug 2020 – Jun 2021

  Managed digital marketing performance analysis across paid search, paid social, and email marketing, improving campaign ROAS by 25%. Built Tableau dashboards for real-time tracking of marketing KPIs, improving campaign ROI by 10%. Automated SQL-based marketing reports, reducing manual reporting efforts by 25% and increasing campaign optimization speed. Implemented A/B testing strategies that improved ad bidding effectiveness and reduced customer acquisition costs by 22%.

• Marketing & Growth Manager · Posze01-01-2025

  As a Marketing Analytics Consultant for a fast-growing tech startup, I played a pivotal role in setting up and optimizing the company’s marketing analytics infrastructure to enhance campaign performance and decision-making. My key contributions included: Ads & Email Marketing Campaigns: Led the development and execution of paid ad campaigns across Google Ads and Meta platforms, optimizing for key metrics like ROI, CAC, and conversion rates. Designed and implemented automated email marketing workflows, segmenting audiences for targeted nurtures and ensuring alignment between ad and email messaging. UTM Tagging & Tracking: Established and standardized UTM tagging across all marketing campaigns to ensure accurate tracking of traffic sources, campaign performance, and conversion paths. This systemized tracking enabled more granular reporting and insights into the effectiveness of various channels. Google Analytics Dashboard Setup: Designed and implemented a comprehensive Google Analytics dashboard to track user behavior, traffic sources, and campaign performance. Configured custom events and goals, allowing the team to monitor KPIs such as sign-ups, demo requests, and free trial conversions in real-time. SEO Assistance: Assisted in the initial setup and optimization of the startup’s SEO strategy, including keyword research, on-page SEO optimizations, and monitoring organic traffic performance. Collaborated with content teams to ensure SEO best practices were followed, helping improve the site’s visibility and ranking in search results.

Education

• Northeastern University, Boston, MAMaster of Science, Engineering Management (Data Analytics)

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