NABINA BISTA

• Adept at building and scaling analytical functions by hiring, training, and mentoring top-tier analysts, data scientists, and interns.
• Developed a scalable marketing measurement and experimentation framework to optimize campaign performance.
• Led a team providing thought leadership in experimental design and campaign optimization to drive incremental account growth and ROI.
• Leveraged insights to scale successful campaigns and discontinue underperforming ones, ensuring efficient resource allocation and continuous improvement.
• Developed and delivered quarterly executive insights for Wealth Management leadership, providing analysis on customer behavior, cross-sell opportunities, product performance, and attrition/acquisition trends. Presented findings to the head of Wealth Management to inform strategic decisions.
• Collaborated with the data science team to develop a wealth management customer conversion model, enhancing efficiency, and improving targeting accuracy.
• Led a team in analyzing survey data, identifying key characteristics and behavior profiles of loyal customers to drive targeted engagement strategies, and enhance retention.
• Led the initiative to evaluate and onboard an enhanced marketing measurement solution by identifying key use cases, securing stakeholder alignment through strategic readouts, and collaborating with risk and procurement teams to navigate compliance and contracting.
• Manage the MTA/MMM solution to measure marketing effectiveness, optimize channel performance, and inform data-driven investment decisions.

• Played a key role in building out an assisted self-serve strategy/toolkit for the bank.
• Led cross-enterprise and cross-business line analytics efforts, such as Enterprise Segmentation, MMM, Brand Campaign work, multicultural analysis, etc.
• Led the team to build a dashboard tracking the success of the multicultural growth initiative, assessing KPIs such as incremental accounts, customer/account performance, loyalty, brand reputation, and employee engagement.
• Developed a framework/methodology for dollarizing loyalty, produced an analysis/insights deck to assess the value of customer loyalty, and tracked Customer Relationship Value over time.
• Developed capabilities to create an end-to-end system for creating marketing campaigns, utilizing predictive models to enhance customer targeting and increase overall marketing effectiveness and efficiency.

• Led and managed Marketing Mix Modeling efforts to guide data-driven decisions for marketers.
• Successfully integrated an MMM tool into the decision-making process to enhance campaign performance and resource allocation.
• Led a cross functional team to develop a scalable model validation procedure and policy, enabling efficient use for future projects
• Managed third-party relationship procedures, including contracts, invoices, and TPRM.
• Managed marketing PTB models.
• Enhanced reporting and distribution processes using Tableau, aligning with the company vision for data-driven decision making.

Company Overview: Grocery retailer with $36 billion in sales and 9+ brands across the USA, acquired by UNFI.

• Managed offshore analysts to deliver data and customer insights.
• Collaborated with marketing leadership to produce Board of Directors (BOD) insights reporting, analyzing business trends, and identifying key drivers to inform strategic decision-making.
• Supported merchandising teams in developing business plans by providing insights into market penetration, segment profiling, seasonality, trip intent, price sensitivity, affinity analysis, and customer loyalty. This data-driven approach informed strategic decisions, optimized product offerings, and enhanced customer engagement.
• Collaborated with cross-functional teams to develop a customer-centric dashboard, generating actionable insights, and telling a comprehensive story to leadership, combining market share data, primary research, and customer behavior analysis.
• Collaborated with a vendor to develop an attrition model, enabling the creation of a targeted retention strategy. This initiative helped identify at-risk customers and deliver personalized offers, resulting in significant cost savings.
• Led and managed the Marketing Mix Modeling solution to analyze promotions and channel-level activities, and develop effective data-driven marketing strategies, optimizing resource allocation and campaign performance.
• Analyzed promotion effectiveness to drive incremental sales and desired ROI.

Company Overview: A marketing and advertising agency specialized in loyalty and engagement, acquired by Aimia in 2009 and the CORA Group in 2024.

• Provided analytic support to clients (British Airways and Visa), delivering insights and solutions tailored to their business.
• Developed and presented KPI dashboards to monitor loyalty program performance, providing actionable insights to enhance customer retention and engagement.
• Developed response models and targeted marketing strategies to optimize loyalty program effectiveness, resulting in significant cost savings.