Shriya
Arora.
Driven by equal parts curiosity and analysis, I've spent the last two years at American Express working on customer acquisition and retention. I'm interested in how businesses grow, why people make the choices they do, and how data can turn ideas into action.
Story
"I'm a marketer who loves understanding what drives people to act."
My journey started in New Delhi, where I studied Commerce at Delhi University. A summer at Bocconi University in Milan on a full merit scholarship was my first real exposure to how business, culture, and storytelling intersect across markets. It sparked my interest in building brands and solving problems on a global scale.
Since then, I've been drawn to roles that sit at the intersection of marketing, strategy, and analytics. I began by working on campaigns for a boutique real estate firm across London, Dubai, and Delhi, and today I work at American Express, where I help drive customer growth and digital transformation initiatives.
Over the past two years, I've contributed to ₹1.5 crore in upgrade revenue and achieved 176% of target. I enjoy pairing creativity with data, using tools like SQL, Figma, HubSpot, and Canva to turn insights into action.
Beyond work, I co-founded the Secret of Happiness Foundation, write regularly on Substack, and spend a lot of time thinking about careers, growth, and the stories we tell ourselves. I believe the best marketing starts with empathy, and the best businesses are built by creating genuine value for people.
This portfolio is a collection of the projects, ideas, and experiences that have shaped my journey so far.
Experience
American Express
Jul 2024 – Present · New Delhi, IndiaProject Management Analyst
Nov 2025 – Present- Executing 800+ test cases monthly across Digital, Offers, and Product Transfer — achieved a 90% accuracy rating on portfolio assessments.
- Ensuring compliance and correct implementation of MYCA/Web digital assets via UAT, sanity checks, and cross-functional stakeholder alignment.
Portfolio Management Analyst
Mar – Nov 2025- Assessed 600+ marketing portfolios monthly; produced retention & acquisition insights using segmentation and churn analytics.
- Partnered with digital and data teams to monitor campaign ROI across multi-channel marketing budgets.
Internal Upgrade Analyst
Jul 2024 – Mar 2025- Led behavioural attrition analysis for the Platinum Card portfolio; delivered 176% of monthly growth target (Jan 2025).
- Drove ₹1.5 Cr (~$180K) IBBA revenue growth through data-backed upgrade optimisation and content strategy for upgrade messaging.
Roomerang
Nov 2022 – Oct 2023 · IndiaCo-Founder
- Co-founded a student-focused home décor venture, sourcing and selling products through online channels and campus pop-ups.
- Managed pricing, inventory, and supplier negotiations, maintaining gross margins of 30–35% in a highly price-sensitive student market.
- Executed sales campaigns across 15+ college campuses, reaching 10,000+ students and driving repeat purchases through demand-led product selection.
One Source Realtech
May 2022 – Jan 2024 · London · Dubai · DelhiPart-Time Analyst
- Built financial models and market benchmarking analyses for residential and commercial projects collectively valued at US$18M+, supporting acquisition and go-to-market decisions.
- Conducted competitor, pricing, and location analyses across London, Dubai, and Delhi markets, contributing to strategic recommendations for 50+ projects.
- Developed 80+ executive presentations, investment briefs, and client-facing materials for senior leadership and external stakeholders.
- Supported cross-border business development initiatives by coordinating with external partners and synthesizing market intelligence into actionable recommendations.
Startup Story Media
Sep 2020 – Oct 2020 · RemoteSocial Media Marketing Intern
- Supported expansion of digital marketing channels through content planning and audience engagement initiatives.
- Contributed to lead-generation efforts by developing targeted content and monitoring engagement metrics.
Skills
Analytics & Reporting
- SQL
- Excel (Advanced)
- Figma
- Segmentation
- Churn Analytics
- Campaign ROI
- A/B Testing
Marketing
- Digital Marketing
- HubSpot
- Customer Acquisition
- Retention Strategy
- Content Strategy
- Campaign Delivery
Design & Tools
- Canva
- Salesforce
- Google Analytics
- WordPress
- JIRA
- PowerPoint
Project Management
- Scrum
- UAT Execution
- Compliance Tracking
- Stakeholder Management
- Workstream Optimisation
Projects
Certificates
Digital Marketing
3-month intensive programme with proctored assessment
Financial Markets
Google Project Management Professional Certificate
Google Digital Garage
Education
Delhi University — Dyal Singh College
Apr 2021 – Jun 2024Coursework: Financial Modelling, Portfolio Management, Quantitative Analysis, Alternate Investments.
SDA Bocconi — Summer School, Italy
May – Jul 2023100% Merit Scholarship — selected from 5,000+ applicants.
Recognition
- ✦Purple Cap — Chief of Closures, Q2 2025
- ✦Super Squad, Q1 2025
- ✦Transcending Boundaries, Jan 2025
Leadership
Secret of Happiness Foundation — Co-Founder
Led a 3+ year community initiative empowering women from marginalised backgrounds and supporting education for 15–20 children through 50+ on-ground programmes; raised ₹5,00,000 (~$6,000) in funding.
Give2Gether — Tamana School of Hope (AmEx ESG)
Volunteered with autistic children, supporting academic learning, creative activities, and sports engagement.