Prem Chaturvedula

• As a Senior Data Engineer, Digital Analytics, I was responsible for the development and ongoing use of consumer data (1P/2P/3P) across key marketing platforms to accelerate analytics and data science for consumer engagement & cross-functional use.
• Played a key role as a lead data engineer in rolling out a consumer-focused data strategy through the development of Mars Wrigley's internal consumer data platform as well as the build out of a global digital science and analytics team that will lead both a capability and cultural change of being data driven with measurable business benefits.
• Implemented a robust and scalable data science & analytics engine that provides a closed loop Acquisition, enrichment, and Activation capabilities for our team.
• Playing a key role in the implementation of Minimum Viable Product called “Consumer Data Studio”. This is the first ever product in MW ecosystem that delivers “Engage to Consume” mega process. Responsibilities include:
• Designing a 360 view of consumer including PII, Demographics, purchase and spending behavior features.
  Collaborate with key stakeholders including Brand Managers for requirement gathering etc.
• Partner with Digital Technologies and the implementation partner to lead the development, testing and deployment efforts.
• Work with product manger to support UAT, deployment and training exercises.

• Data engineering architect within the Data Analytics Team, leading the Cloud Transformation initiative as the SME for data acquisition and design for analytics.
  
• Enabled the collection of high volume (million rows per day) unstructured data from manufacturing press sensors, built on an Azure Enterprise Data Lake with integrations between Thingworx and Azure Data Factory.
  
• Enabled warranty and operational efficiency analytics models through the extraction and transformation of unstructured machine data through Databricks (Scala).
• Led end-to-end cloud hybrid transition process from POC evaluation to design and implementation of a cloud-based, analytics-optimized data warehouse (Snowflake), with technical hands-on, fine-tuning both Azure Data Factory and Snowflake features (e.g., Snowflake tasks, Time-Travel, JSON pipelines).
  
• Harmonized Data Warehouse and Data lake acquisition using Informatica Integration Cloud Service (IICS).
• Currently building a parallel Snowflake data lake to Azure, optimized for real-time analytics and reporting for critical data measures, leveraging the Continuous Data Pipeline feature for faster response time and lower compute costs.
  
• Provide ongoing assessment of data technologies and trends, evaluation cost savings options weighted against business value and provide leadership with AOP recommendations for new solutions.

• Architect, Design and Implemented Data Lake using best practices to ingest a variety of e-commerce consumer data from heterogeneous data sources including API, web scraping, sftp. Technologies included but not limited to Azure SQL DB, ADFS/SSIS, Python, Selenium, C#/.NET, PowerShell and Java.
• Managed a team of three developers on-site and off-shore.
• Partnered with business teams and championed data culture within the e-commerce organization. Some of my key accomplishments would include:
• D2C Customer Segmentation: D2C Customer segmentation based on the subset of direct traffic based on their landing page, location, device, repeat visit or purchase behavior.
• Ad Spending optimization using search data: Collaborated with Paid search teams and helped them utilize search data to help inform when to ramp up ad spend on key product categories.
• Market share analytics framework :Implemented a robust market share analytics framework that helped marketing teams optimize online sales performance, combining 1P / 3P sales & category share estimates, page traffic and conversion insights and digital shelf analytics.
• Product Catalog : Implemented an authoritative e-commerce product catalog by harmonizing different versions of the same product code sourced from multiple sources.

Cloud Identity & Integration

• Architected a Third Party Identity federation proof-of-concept to on board internal employees and retail customers to access the E-Commerce off-premise website catered bot B2B customers.
• Partnered with Implementation Partner to design and develop Enterprise Service Bus architecture to support real time and batch data exchanges between the website and back-end systems. This includes designing real time web services using SOAP/REST and SSIS ETL for batch related exchange.

Trade Promotion Planning Solution(PROSPER)

• Served as Lead Architect for the implementation of a Trade Promotion Planning planner using Microsoft Technologies (.NET, SQL Server)
• Architected the integration of the planner with SAP CRM.
• Implemented Business Intelligence warehouse that enabled development of canned and ad hoc reporting on SAP Business Objects Platform. Master minded the entire database design, ETL design and the reporting layouts that were needed for solution delivery.
• Provided Architecture and development expertise to design and implement back-end database for OLTP and Reporting.
• Implemented a reconciliation mechanism between SAP TPM and Planner to report on any discrepancies that might warrant a technical or a functional resolution
• Worked very closely with the various organization levels during the blueprint phase of the project; by conducting requirement workshop and design sessions.

Siebel Sales & Marketing

• Managed the overall design, development and support of Siebel Marketing module that has been customized to meet business requirements
• Managed a team of four developers and two analysts
• Managed the road map for product design and implementation
• Responsible for designing the technical aspects of the solution

• Responsibilities included (but not limited to ) Business Analysis, Development, Testing and Documentation
• Applications built using IBM Mainframe, ColdFusion, Java with Oracle backend were supported.

Worked as a Programmer Analyst for various clients in the areas of Oracle 7.3, Developer 2000 & DB2.