Proven track record of guiding enterprise strategy through competitive intelligence, market analysis, and data‑driven insights. Skilled in leveraging primary and secondary research to shape strategic planning, optimize market positioning, and support informed leadership decision‑making.
Overview
11
11
years of professional experience
Work History
Sr. Manager - Strategic Planning
Smurfit WestRock
Atlanta, GA
07.2024 - 11.2025
Delivered monthly and quarterly paperboard market and competitive intelligence updates, equipping business groups and executive leadership with actionable insights for strategic planning.
Provided forward-looking industry outlooks for paper and packaging, analyzing demand, capacity, pricing, competition, and innovation to guide long-term strategy.
Compiled competitor insights on earnings, M&A, and strategic direction; benchmarked company performance against peers using volume, revenue, and EBITDA metrics.
Supported strategy projects including scenario planning, demand driver analysis, tariff impact assessments, market sizing, and competitive profiling to inform business decisions.
Sr. Marketing Manager - Industry Planning
WestRock
Atlanta, GA
09.2021 - 06.2023
Built Total Addressable Market (TAM) and Serviceable Available Market (SAM) analyses for consumer paper packaging products, quantifying demand potential across foodservice, retail, and e‑commerce segments to guide product strategy and investment decisions
Leveraged market intelligence to provide sales teams with tailored insights on consumer demand, pricing, and promotional effectiveness, strengthening customer relationships and positioning solutions competitively
Informed go‑to‑market strategies for new products and industry events by translating market research insights into branded collateral, digital campaigns, and sales enablement initiatives
Marketing Analyst - Corrugated Division
WestRock
Atlanta, GA
04.2018 - 09.2021
Drove revenue growth by launching a market development team that generated $5M in six weeks and introduced a lead generation program yielding $8M in new opportunities.
Partnered with senior executives to advance the Play to Win strategy, leveraging analytics and BI tools (QlikView, Tableau) to optimize performance and product positioning.
Strengthened sales operations by supporting product launches and rebuilding Salesforce.com on the enterprise platform.
Market Research Analyst
Greenway Health
Atlanta, GA
03.2017 - 03.2018
Created and presented real-time reports on current market conditions to upper management.
Conducted end-to-end market research processes through primary and secondary research methods
Analyzed survey data and generated insights by importing data sheets from survey projects into survey analysis software.
Created and managed database of information gathered from research.
Market Research Associate
Procter & Gamble (P&G) Asia
Ho Chi Minh City, Vietnam
12.2014 - 12.2016
Used analytical software (MS Excel, SAS) to create a comprehensive market analysis
Perform market research and analysis relating to market segmentation and customer profiles
Collaborate with technical teams on product research and development to provide guidance on ideal consumer-desired products
Provide insights on trends in multimedia and internet environment by using analytical tools
Conducted research to identify presenting and speaking opportunities for executives
<ul><li>Company Overview: Group Company of PUIG, Spain</li><li>Team Leadership & Process Excellence: Organised the transformation of the Finance & Accounts function, establishing performance-driven goals, and embedding a culture of accountability and continuous improvement. Drove operational efficiency through process redesigns, SOP implementation and optimal resource deployment, leading to measurable improvements in turnaround time and accuracy.</li><li>Strategic Partnering with CXOs: Acted as a key advisor to the CEO, CFO, and other CXOs on business planning, pricing strategies, and business model pivots to support scale-up and profitability. Contributed to investor communications with data-backed insights to enhance stakeholder confidence and secure strategic funding.</li><li>Cross-Functional & Global Stakeholder Management: Functioned as the strategic finance business partner to cross-functional heads and the PUIG global finance team, aligning local execution with global financial strategies and compliance requirements.</li><li>ERP Transformation & System Automation: Led end-to-end ERP reimplementation to address system gaps, enforce role-based controls, and automate core finance processes—resulting in enhanced data accuracy, faster reporting and improved internal controls.</li><li>Costing, Inventory & Profitability Optimization: Designed and implemented plant-level costing models to ensure accurate COGS determination. Improved inventory management across pricing, consumption tracking, and aging analysis—enabling better working capital control and cost efficiency.</li><li>Manufacturing Finance & Statutory Compliance: Supervised end-to-end accounting for manufacturing operations and ensured full statutory compliance.</li><li>Financial Reporting, MIS & Profitability Analytics: Delivered accurate and timely monthly MIS reports, including P&L, Balance Sheet and KPI dashboards with deep-dive variance analysis across stores, business verticals, and geographies. Supported board-level decision-making through insightful presentations on financial health and business performance.</li><li>Budgeting, Forecasting & Business Planning: Led the Annual Operating Plan (AOP) and rolling forecasts, ensuring alignment with strategic objectives and market dynamics. Monitored key financial metrics to enable business decisions and proactive cost management.</li><li>Statutory, Internal & Tax Audit Management: Finalized standalone and consolidated financials under Ind AS and IFRS, ensured timely group reporting and compliance with international standards. Delivered clean and timely closures of statutory, tax, and internal audits in coordination with Big 4 auditors. Strengthened audit readiness through pre-audit diagnostics and rectification of recurring control gaps.</li><li>Regulatory Compliance & Risk Management: Ensured end-to-end compliance which includes ROC, RBI, FEMA, Income Tax, GST, Transfer Pricing, DTAA, and Customs. Reviewed cross-border contracts and transactions to ensure arm’s length pricing, accurate TDS application, and proper documentation under Transfer Pricing regulations.</li><li>Commercial Negotiation & Contract Governance: Led commercial negotiations and structured deals with vendors and franchisees. Reviewed key business contracts to ensure financial viability, risk protection, and compliance with regulatory standards.</li><li>Treasury & External Commercial Borrowing (ECB): Managed fund planning and liquidity management including ECB drawdowns, bank negotiations, and interest optimization. Improved working capital cycles through proactive cash flow forecasting and receivables control.</li><li>Internal Controls & Governance Framework: Led organization-wide reviews of internal control systems, identified process gaps, and redesigned or implemented over 40 SOPs and IFCs. Established a governance structure for financial discipline, risk mitigation, and policy compliance across departments.</li></ul> at Kama Ayurveda Pvt. Ltd. & PUIG India Pvt. Ltd.<ul><li>Company Overview: Group Company of PUIG, Spain</li><li>Team Leadership & Process Excellence: Organised the transformation of the Finance & Accounts function, establishing performance-driven goals, and embedding a culture of accountability and continuous improvement. Drove operational efficiency through process redesigns, SOP implementation and optimal resource deployment, leading to measurable improvements in turnaround time and accuracy.</li><li>Strategic Partnering with CXOs: Acted as a key advisor to the CEO, CFO, and other CXOs on business planning, pricing strategies, and business model pivots to support scale-up and profitability. Contributed to investor communications with data-backed insights to enhance stakeholder confidence and secure strategic funding.</li><li>Cross-Functional & Global Stakeholder Management: Functioned as the strategic finance business partner to cross-functional heads and the PUIG global finance team, aligning local execution with global financial strategies and compliance requirements.</li><li>ERP Transformation & System Automation: Led end-to-end ERP reimplementation to address system gaps, enforce role-based controls, and automate core finance processes—resulting in enhanced data accuracy, faster reporting and improved internal controls.</li><li>Costing, Inventory & Profitability Optimization: Designed and implemented plant-level costing models to ensure accurate COGS determination. Improved inventory management across pricing, consumption tracking, and aging analysis—enabling better working capital control and cost efficiency.</li><li>Manufacturing Finance & Statutory Compliance: Supervised end-to-end accounting for manufacturing operations and ensured full statutory compliance.</li><li>Financial Reporting, MIS & Profitability Analytics: Delivered accurate and timely monthly MIS reports, including P&L, Balance Sheet and KPI dashboards with deep-dive variance analysis across stores, business verticals, and geographies. Supported board-level decision-making through insightful presentations on financial health and business performance.</li><li>Budgeting, Forecasting & Business Planning: Led the Annual Operating Plan (AOP) and rolling forecasts, ensuring alignment with strategic objectives and market dynamics. Monitored key financial metrics to enable business decisions and proactive cost management.</li><li>Statutory, Internal & Tax Audit Management: Finalized standalone and consolidated financials under Ind AS and IFRS, ensured timely group reporting and compliance with international standards. Delivered clean and timely closures of statutory, tax, and internal audits in coordination with Big 4 auditors. Strengthened audit readiness through pre-audit diagnostics and rectification of recurring control gaps.</li><li>Regulatory Compliance & Risk Management: Ensured end-to-end compliance which includes ROC, RBI, FEMA, Income Tax, GST, Transfer Pricing, DTAA, and Customs. Reviewed cross-border contracts and transactions to ensure arm’s length pricing, accurate TDS application, and proper documentation under Transfer Pricing regulations.</li><li>Commercial Negotiation & Contract Governance: Led commercial negotiations and structured deals with vendors and franchisees. Reviewed key business contracts to ensure financial viability, risk protection, and compliance with regulatory standards.</li><li>Treasury & External Commercial Borrowing (ECB): Managed fund planning and liquidity management including ECB drawdowns, bank negotiations, and interest optimization. Improved working capital cycles through proactive cash flow forecasting and receivables control.</li><li>Internal Controls & Governance Framework: Led organization-wide reviews of internal control systems, identified process gaps, and redesigned or implemented over 40 SOPs and IFCs. Established a governance structure for financial discipline, risk mitigation, and policy compliance across departments.</li></ul> at Kama Ayurveda Pvt. Ltd. & PUIG India Pvt. Ltd.
Sr. Business Systems Analyst/ Strategic Partnership Manager at American Water ResourcesSr. Business Systems Analyst/ Strategic Partnership Manager at American Water Resources