Shibani Biddappa

+91 9176855561 | [email protected]

Profile Summary
• Results oriented Management Consultant with expertise in Consumer Insights, Data Analytics, Marketing
Research (Qualitative and Quantitative), Unstructured Problem Solving, Project Delivery and Client Relations.
• Proven capabilities in providing solutions to complex business problems and present findings that achieve
consensus with the key stakeholders. Exposure to leading teams and delivering multiple projects.
• Excellent understanding of and worked on various MS Office Suite (PowerPoint, Excel) and Data Modeling
techniques and Data Analytics/ Visualization tools like Power BI, Tableau, R, SQL, and Advanced Excel.

Professional Experience
ITC INFOTECH LEAD CONSULTANT – CONSUMER INSIGHTS May 2019 to Present
Client: South African Fashion, Beauty, Home Retailer and Foods – Retail and Foods Industry
Project Work: Formulate marketing campaigns, voucher planning and recommendations for key decision makers
using data driven insights; End- to-end project execution and delivery; Team management, Fostering Client(s)
Relationship
• Studies For Market Analyses And Monitoring Trends - Identifying key trends in the retail market for
consumers’ share of mind and share of wallet using consumer real time data.
• Marketing Mix Modeling - Optimized the marketing budget across various marketing channels for the client
and saved cost. Budgeting and planning marketing calendars.
• Segmentation And Target Marketing For Go-To-Market - Devised improved Go-to-market strategy by
analyzing and segmenting market for effective promotions and consumer interactions. Providing value,
propensity.
• Created Costing sheets (Budget allocation, customers to be targeted, estimations), Post Implementation
Reports (PIR) of campaigns, season planning, longitudinal (historical) analysis of campaigns.
• Modeling Techniques implemented on real-time consumer data to make predictions and marketing
campaign and threshold/ATV based voucher planning, resulting in incremental sales and high redemption
rates.
• Worked on Customer Lifecycle Journey Map and Customer Value Management.
• Segmentation strategy, generating insights, developing customer contact strategy, and communicating
findings for business consumption. Creating reports and presentation of insights.

IBM INDIA SENIOR SYSTEMS ENGINNER Sept 2014 to March 2018

• Led a team of 3 and mentored my juniors on various tools and business requirements and managed team and
delegated tasks under my supervision.
• Involved with Business users in requirement gathering and analysis and coordinating with team members and
clients.
• Performance rating of 2+ throughout. Received recognition for successfully delivering the tasks.
• Hands on Experience on FileNet, IBM Content Navigator with enhancements/developments, involved in unit
testing, end to end flow checking and deployments, improving efficiency by about 80% and enhanced
performance.
• Worked on back-end content management tool and a repositories for insurance domains.

Key Skills
• Campaign Analytics, Voucher Planning, Market and Customer Segmentation. SQL – Data extraction.
Shibani Biddappa
+91 9176855561 | [email protected]
• Data Visualization – Excel, PowerPoint, Power BI, Tableau – Creating reports, dashboards, data
representation.
• Project and Team Management, Strategy Formulation, Requirement Gathering and Analysis.
• Predictive Analytics – Data Modelling - Regression/Clustering/Segmentation.
• R and Python basics
• FileNet – IBM Content Management
• ECM suite of products, WIN Automation, RAD ( Rational Application Developer ) tool

Positions of Responsibilities
• Area B3 Director, District 92, Toastmasters International (2019-2020): I am entrusted with the growth
and quality of 6 Toastmasters Clubs across Bengaluru, and in this role, I helped start 1 new club and aided
the Division and District Conference teams, and was directly responsible for the growth of 120+ members
in the organization.
• Vice President Membership, GLIM Toastmasters Club.
• Vice President Education, IBM Toastmasters Club.
• As a toastmaster for 3 years, took up various leadership committee roles. Organized and hosted area and
division level conferences
•
As Village Coordinator, Karma Yoga – Great Lakes Rural Development Initiative, visiting the nearby villages
and the major focus has been on the fields of education, health, agriculture, and small business, helping
them in self-employment.
Live/ Academic - Marketing Projects
• Market Research Project – “Are chocolates eating into the share of traditional sweets?” Qualitative
research done through FGDs, formulating dependent and independent variables, hypothesis formulating,
and sending out a questionnaire for quantitative analysis. Sampling and reliability of data checked by
obtaining Cronbach alpha. Using SPSS, Regression analysis was performed on the data to check the
statistical significance of the variables.
•Empirical Research Project - Study on weighing the antecedents/variables for customer relationship and
behavior in Omni-Channel and E-Retail markets.
Certifications and Software/Languages
•SQL Programming
• R Basics – Modeling Techniques
• IBM FileNet Content Manager V5.1 certified.
• Design Thinking Practitioner certification.
• Competent Leadership Certification, Advanced Leadership Bronze, and Competent Communication
Certification in Toastmasters.
Academic Achievements
Degree Year Institute, University/ Board % /CGPA
PGPM (Marketing & Analytics) 2019 Great Lakes Institute of Management, Chennai 3.2
B.E (Electronics and
2014 CMR Institute of Technology 80%
Telecommunication)
12th 2010 Jyoti Nivas College, Bangalore 88%
th
10 2008 Bethany High School, Bangalore 87%

Keywords: Data Science, Marketing Analytics, Predictive Modeling, Dashboard Generation, Business Intelligence, Linear/Logistic
Regression, Decision Trees, Random Forest, Consumer Behavior, Retail and Foods Consulting, Analytics Consulting, Project
Planning, Mentoring, Statistical Modeling, Project/Team Management, Promotion Effectiveness, Voucher Planning,
Customer/Market Segmentation