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Irvinder is an ED in Risk Advisory practice in Mumbai where she leads the Marketing & Media ROI Advisory. She has more than 25 yrs of experience of working in Sales, Marketing & Marketing Analytics across CPG, Electronics & Lifestyle categories. Developing marketing ROI solutions using AI & ML based MarTech platforms is one of her core responsibilities. She has been driving ROI improvement programs with solutions like Media & Marketing ROI, e-comm, Price & Promotion Analytics across SEA - MEA markets & has been advising many large companies like on optimizing their marketing mix. She combines marketing science with her CPG domain expertise to optimize media - marketing spends and make brand investments work harder for clients.
Irvinder has a deep understanding of consumer behaviour across categories and cross channel media consumption dynamics. She has been leveraging digital analytics & 1st party data ecosystem to launch programs for improving brand equity & sales uplift for clients.