PeoplePress Release

Nimesh Chaturvedi joins UM’s Business Analytics Engine as Associate Director for Data and Technology

Nimesh Chaturvedi

SYDNEY, AUSTRALIA — UM’s consultancy practice, Business Analytics Engine (BAE), announced the appointment of Nimesh Chaturvedi to the newly created role of Associate Director, Data and Technology.

Business Analytics Engine Head Michelle Yeates said the appointment supports BAE’s ambition to invest in the critical skills and expertise to accelerate clients’ digital transformation and roadmaps beyond cookie-based media.

Michelle said, “With experts like Nimesh on our team, we now have additional capabilities to build on the strong data and analytics foundations of the practice. His expertise future-proofs BAE’s offering, providing unparalleled experience in first-party data; propensity modeling; and digital measurement through privacy first clean rooms, ultimately unlocking client growth through more effective audience targeting and measurement.”


Earning his stripes working with an enviable list of blue-chip clients in India, Taiwan, UAE, and Australia, Nimesh brings a decade of in-depth experience working with data and analytics in cloud-based platforms to BAE. His immediate remit is to lead the Data and MarTech solutions for brands realizing the value of their first-party data and data science and optimizing audiences and paid media, to drive growth.

Most recently Nimesh was the senior data and analytics manager at Middle Eastern telco Etisalat and prior to that data and analytics manager with Reprise Digital MENA (Middle East and Africa). His experience creating digital transformation strategies and roadmaps is crafted from a deep understanding of a range of MarTech tools and technologies, including CDP, attribution solutions, and first-party data warehousing in cloud and on premise, to help brands become more digitally mature.

He has gained a solid understanding of identifying and proposing digital transformation strategies. Working across a very diverse media landscape, audience base, and level of digital maturity in sectors including retail, CPG, banking, telecom, travel and hospitality, media, and entertainment.

“As BAE continues a period of sustained growth, we knew we needed brilliant people to match our already significant ambitions. It is obvious that not only is Nimesh incredible at what he does, but his diverse career background gives us a real breadth of perspective that will set BAE up for future success. It’s a privilege to welcome him to the team,” concluded Michelle.

On his new appointment, Nimesh said, “Opportunities to build and evolve a MarTech practice don’t come around very often. My mission is to help BAE deliver results for our clients through innovative growth strategies based on precision targeting high-value audiences. In a world of big data, that means technology and analytics.

Nimesh reports directly to Head of BAE, Michelle Yeates, and will work alongside UM’s Chief Digital, Data, and Technology Officer, Adam Krass. His appointment is effective immediately.

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