Marketing · Analytics · Business Strategy
I study how businesses grow —
through people, data,
and the decisions that sit between them.
About
I'm a Business graduate who finds the most interesting questions at the edges of disciplines — where marketing meets data, where people dynamics shape strategy, and where design makes the difference between a message landing or disappearing.
My work spans marketing analytics, brand strategy and HR — not because I can't choose, but because the sharpest business thinking happens when you can move between them. I use Excel, Tableau, Jamovi and Orange to make sense of data. This site is where I think out loud about business.
Selected Work
Analytics
A multi-channel performance dashboard tracking campaign ROI, customer segmentation and conversion funnels. Built to give marketing teams a single source of truth across paid, organic and email channels — with clear visualisations that actually get used in decisions.
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Branding
Positioning, perception and purchase behaviour analysed across FMCG competitors — with strategic recommendations for differentiation in crowded categories.
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Data Viz
A collection of dashboards translating dense datasets into clear visual stories — covering sales trends, customer journeys and regional performance comparisons.
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Research
Statistical research into purchase-intent drivers, using regression and factor analysis in Jamovi to isolate the variables that actually move buying decisions.
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HR & People
A case study examining how recruitment, onboarding and engagement design connect to retention outcomes — drawn from hands-on work in a fast-moving consumer brand environment.
View ProjectInsights
Articles on marketing, brand strategy and the business decisions that actually matter.
Experience
Lahori Zeera
Worked across the full people operations lifecycle at one of India's most recognised homegrown beverage brands — from recruitment and onboarding through to employee engagement and HR documentation. The experience gave me an unexpected lens on business: understanding an organisation through its people reveals things spreadsheets often don't.
Contact
Whether you're here for a collaboration, to discuss a project, or because something I wrote resonated — I'd love to hear from you.