Malavika Lakireddy

Malavika Lakireddy

India
Member since February 9, 2019
Malavika has 12+ years of experience in product management and engineering roles in MarTech, eCommerce, marketplaces, FinTech, and analytics products. With proven cross-functional leadership in taking products from concept to market covering aspects of monetization, product design, customer development, and go-to-market with globally distributed teams, she's an analytical hands-on PM with excellent written and verbal communication skills.
Malavika is now available for hire
Project Highlights
Expertise
  • APIs
  • Adtech
  • Agile Product Management
  • Analytics
  • Data Analytics
  • Marketing Technology (Martech)
  • Requirements & Specifications
  • eCommerce
Education
Select Certifications
Employment
  • Head of Products
    2018 - 2018
    Quantta Analytics
    • Built big data lake of Indian consumer information with algorithms for data cleaning, identity deduping, data validation and consumer profile enhancements like interests, propensity to buy, etc.
    • Led cross-functional teams to develop alternate credit scoring MVP using machine learning algorithms for Indian consumers with the potential of addressing 500 million Indian consumers and piloted with 2 NBFCs.
    • Led teams to develop models for predicting behavior, purchase propensity, and product interests to identify target customers and executed omnichannel marketing campaigns delivering 11x ROI for clients.
    • Built key media partnerships bringing omnichannel marketing including search, display, social, mobile, in-app, native, email, SMS, television, and newspaper advertising to SMBs.
    • Created models to predict Indian GDP in collaboration with Niti-Aayog, consistently predicting GDP accurately within +/-0.25% for 3 quarters featured in bankingfinance.in and other leading publications.
  • Lead Product Manager
    2014 - 2018
    Yellowpages
    • Managed product roadmap and monetization of Yellowpage's $400 million local search advertising platform of consisting of ad serving, search relevancy, yield optimization, reporting, and publisher network APIs.
    • Led the product for traffic acquisition and traffic quality defining publisher APIs and leading integrations with top local search publishers such as Yelp, Yahoo, CityGrid, Bing, etc. expanding inventory by over 60%.
    • Defined, drove, and analyzed A/B tests for conversion and user experience optimization on web and mobile collaborating with business, engineering and other cross-functional teams leading to 53% higher CTR.
    • Defined analytics requirements for data collection and reporting used for yield optimization, accounting and performance monitoring used by over 10,000+ advertisers and account managers.
    • Defined algorithm for yield optimization and maximizing monetization across YP’s paid search and subscription inventory, display, and third-party ad sources such as Yahoo, AdSense, etc.
    • Created marketing and training decks and training the trainer with product features for sales enablement.
  • Technical Account Manager consultant
    2013 - 2014
    eCommera (Order Dynamics)
    • Served as the technical lead for client on-boarding, analyzed and audited client data across a number of different sources including Order, Product, Inventory, Web Analytics, Marketing, Operations, CRM, etc. through API connects, FTP transfers, data feeds, etc., and created join logic to stitch the datasets for correlation and forecasting analysis.
    • Identified the trends, patterns and anomalies that help shape site design, campaign marketing performance and merchandising strategy in an eCommerce environment and advised clients of corrective actions.
  • Product management consultant
    2013 - 2013
    Comprehend
    • Analyzed healthcare clinical trial lifecycle to identify personas and their reporting requirements; created use cases for standard reports and visualization features for SaaS analytics tool improving adoption by 10%.
    • Defined on-the-fly ETL requirements for clinical trials’ data enabling complex ad-hoc analytics.
    • Conceptualized and setup sandbox environment for customer trials and created product manual.
    • Collaborated with partners for integration and solution requirements for 2 business development deals.
  • Data Product Manager
    2013 - 2013
    Tivo
    • Reported to VP-Product, managed cross-channel display and video advertising analytics platform analyzing >100 million transactions/day and 10s TB of data from Cable TV (set-top box), IP TV, web, and mobile platforms, managing $1 million software budget.
    • Defined data collection, warehousing, and reporting UI requirements for next gen. analytics platform. Evaluated vendors for feature requirements, cost, ease of implementation, and recommended analytics product for purchase.
    • Led cross-functional teams of IT, operations, engineering, audit, legal, and research for end-to-end review and recommendations for data management processes and industry data certifications.
    • Liaisoned with research teams to drive new insight reports for key partnerships for customer delight.
    • Designed an analytical data store and implemented an ad-hoc reporting tool through Tableau interface for deep research and self serve reporting.
  • Product & Program Manager
    2010 - 2012
    24 7 ai
    • Led design, development, and launch of eCommerce web and mobile natural language based assisted platform [chatbots] using predictive analytics for Fortune 500 clients handling over 60+ million visitors/month.
    • Managed multivariate A/B tests for UI, text, and flow optimization increasing user engagement to 1.5X.
    • Productized customer sentiment identifier through text mining customer interactions – chats, surveys, and call transcripts and presented recommendations to senior client management leading to 10%+ CSAT increase.
    • Coordinated customer workshops (20+ participants) and focus groups for feature discovery.
    • Optimized customer acquisition programs by analyzing traffic funnels, web analytics analysis, and recommended site and agent training improvements to increase conversion rate by 7%+.
  • Systems Analyst
    2004 - 2008
    Infosys Technologies Ltd
    • Spearheaded 20-member global team and directly managed four software engineers for building financial services applications in J2EE and Web API platform for 30 trading and brokerage services application features.
    • Estimated the effort for software development tasks, negotiated contracts, project management of delivery, and client coordination.
    • Defined, designed, and developed digital transformation of health insurance companies for online acquisition and onboarding of customers.
    • Coordinated cross-functional teams to implement product requirements, streamlined communication and workflow process achieving 40% productivity increase and "Extremely Satisfied" customer rating.
    • Formulated new employee onboarding plan increasing training effectiveness and cutting induction time by 50%.
Project History
  • Paid Ad Performance Marketplace
    Led product design and development of Adwords like performance marketplace for YP's web, mobweb, and mobile app traffic.

    Owned product design of the yield optimization, publisher API and ad matching and relevancy modules of the ad marketplace, similar to AdWords, from ideation to launch and on-going feature enhancements based on customer feedback, competitor analysis, and expected impact. Designed ad ranking algorithm based on expected yield for native and third-party ad sources, build data pipelines for real-time data processing and optimization. Designed and led the development of publisher APIs for traffic acquisition for web,mobweb and mobile traffic. Designed ad matching and relevancy modules using elastic search, worked on initiatives to improve search relevancy, related terms and negatives dictionary through unstructured data analysis. Designed and implemented ad tracking pixel requirements for internal and third-party reporting. Designed and implemented logging requirements for system reporting, triaging and capacity planning. Designed internal triage tool to replicate production behavior in step by step fashion.

  • Managed Publisher APIs for Traffic Acquisition
    Led integration with new partners like Yelp and Yahoo Gemini to increase traffic acquisition by 60% for Yellowpages

    Led key integrations with new partners like Yelp, Yahoo Gemini and supported over 200 publishers for traffic acquisition, reporting, and listing performance. Acted as product and technical liaison with partners for integration issues, influenced partner roadmap and BD/ contract requirements for most value to YP. Led traffic and lead quality tests across key publishers influencing the distribution and BD terms for traffic acquisition with an annual budget of ~$70 million.

  • Built Datalake for 250+ Million Indian Consumer Profiles
    Led the creation of big data lake for 250+ million Indian consumers.

    Created algorithms for identity deduping, data cleaning, data validation and consumer profile enhancing such
    as gender, community, interests etc for consumer big data lake with over 250 million Indian consumer profiles. Created models for the propensity of purchase product categories, interest models based on past purchase information, and lookalike modeling. Validated the quality of data through algorithms and used in marketing campaigns.

  • Credit Scoring Individuals
    Created alternate credit scoring models for Indian consumers.

    Created credit scoring models for Indian consumers without financial history, based on demographics, geo-location, socio-graphics, and digital footprint for over 500+ million underserved Indian consumer market using machine learning algorithms. Led the trial with 2 non-banking financial institutes in India for unsecured consumer/personal loan products.

  • AI Chatbots
    Led design, development, and trials for AI chatbots for eCommerce websites.

    Led design, development, and trials for AI-based chatbots, for improving customer experience on site by intuitively understanding the customer intent and roadblocks to conversion/ self serve, by real-time predictive analytics of customer journeys. Conceptualized natural language based UI platform to engage customers for increasing conversions and self serve rates on site.

  • A/B Testing to Improve User Experience and Traffic Monetization
    Led 20+ initiatives to improve ad performance, page monetization, and user experience.

    Designed, developed, launched, and analyzed test results for A/B tests for increasing page monetization, Ad CTR, Ad Fill rates, Overall Page CTR and improve ad ranking and optimize ad inventory of YP's SEM performance, subscription, display, and third-party ads sources. I analyzed key metrics like page CTR, ad CTR overall, and by ranking/ sections, overall page yield, CPC, CPM, Clicks/visitor, supply-demand market metrics etc and came up with list of features to test including ad ranking and inventory algorithms ad features like custom links, image quality improvements, ad copy optimization, identify un-monetized traffic, worked with UX teams on page and ad designs for new ad placements, and features, worked with engineering teams to develop and launch the test with test and control buckets and analyzed the test performance by querying data from Hadoop and SQL DBs using Hive and SQL queries. Designed A/B testing framework to allow traffic allocation to multiple tests to be executed simultaneously, and tracking requirements for measuring test bucket performance.

Education
  • Master's degree in Business Administration
    2008 - 2010
    University of Michigan - Ann Arbor, MI
  • Bachelor's degree in Electronics and Communication Engineering
    2004 - 2008
    Jawaharlal Nehru Technological University - India
Certifications
  • Introduction to UI Design
    AUGUST 2017 - PRESENT
    University of Minnesota
  • Certified Scrum Product Owner (CSPO)
    JULY 2013 - PRESENT
    Scrum Alliance

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