Shweta Bakshi
Who I Am
MarTech, CDP, and CRM leader with 15+ years building customer data systems that hold up in regulated, high-stakes businesses — forex and trading, banking, healthcare, and pharmaceuticals. Across four industries, the throughline has stayed the same: turn fragmented data into one governed, revenue-driving system, then own it end-to-end rather than hand it off.
That's meant building and leading a Governance & Automation Centre of Excellence, coaching practitioners on measurement standards, and sitting with Product, Engineering, Data, and Commercial leadership to decide what gets built next — not just how to build it.
In my current role, that shows up as full ownership of the MarTech ecosystem — CRM, CDP/Braze, GA4, GTM, and automation — for a D2C financial services business: consolidating 6 siloed data sources into a governed Customer 360, cutting audience build time from 3 days to same-day, and closing the loop with automated lifecycle journeys and cross-channel attribution. I pair this with deep technical fluency (SQL, BigQuery, GA4), an Adobe Certified Expert credential, and a Digital Marketing & Analytics qualification from ISB Hyderabad.
The Stack I Own
Four layers, one system — data foundation underneath, platform and engagement in the middle, growth outcomes on top.
A CDP is only as valuable as the capabilities built around it. I've owned all seven — ingesting data from every source, resolving it into one governed profile, and making that profile usable, compliant, and measurable for Marketing, Sales, CRM, and Analytics alike.
Impact, In Numbers
Experience
- Own the MarTech ecosystem (CRM, CDP/Braze, GA4, GTM, automation) for a D2C financial services business — unifying 6 siloed data sources into a governed Customer 360.
- Built automated lifecycle engagement (WhatsApp, SMS, Email via Meta API + n8n) across the customer journey from onboarding to conversion — +5% follow-up conversion.
- Own multi-touch attribution across 5+ referral pathways, closing the online-to-offline loop via Google Data Manager & Meta Conversions APIs — -3% CPA.
- Built the internal reporting platform end-to-end (SQL/BigQuery on GCP) with automated data-quality gates and atomic rollback.
- Uncovered misaligned commission payouts through data analysis, enabling a redesign that cut costs by 15% ($15k/month) while retaining top performers.
- Led Adobe RT-CDP adoption on Adobe Experience Platform — unified CRM, offline, and online data into Customer 360 profiles with identity stitching and activation.
- Built segmentation for personalisation and event-based engagement journeys, contributing to a +3% retention increase.
- Leveraged RT-CDP segmentation and identity data to power cross-sell and up-sell campaigns for credit card products, targeting existing customers on behavioural and transactional signals — +2% card adoption.
- Partnered across Product, Engineering, Marketing, Design, and Data to sequence the MarTech roadmap and influence senior stakeholders.
- Owned Adobe Analytics measurement roadmap, implementation standards, and tag management across web and mobile.
- Implemented a Product Recommendation Engine with A/B testing — +2.5% plan conversion.
- Established the Governance & Automation Centre of Excellence; coached practitioners on measurement standards.
- Created solution design references, tagging guides, and QA processes reused as governance backbone across delivery teams.
- Drove development of business KPIs across reporting and data analysis.
- Enhanced API efficiency by 30% across 50 applications in an n-tier architecture.
- Implemented caching and a recommendation engine to improve customer experience; built NoSQL data stores using Cassandra.
Tools & Technical Skills
MarTech & CDP
Customer Engagement
Advertising & Attribution
Analytics & Data Engineering
Governance & Delivery
Certifications & Education
Let's build something data-driven.
Open to MarTech, CDP, CRM & Lifecycle Marketing, and Growth leadership roles — remote, UAE-based, or across EMEA.