Overview
🔍 Context | Sales teams selling advertising space on e-commerce platforms lacked visibility into competitor activity. Without competitive intelligence, outreach defaulted to the same top FMCG key accounts—leaving a long tail of potential advertisers untapped simply because there were limited ways to grow beyond a plateau of brands. |
💡 Objectives | Build a competitive intelligence solution that unlocks new business opportunities beyond existing key accounts. Give sales teams data-driven targeting capabilities - identifying which brands are underinvesting in retail media relative to competitors - and arm them with specific insights to personalize outreach. |
🚀 Key Achievements | Enabled Data-Driven Sales Conversations: Equipped sales teams with specific, actionable intelligence - Share of Voice percentages, competitor campaign themes, and pricing strategies - transforming generic pitches into compelling, evidence-based media plans & proposals.
Delivered Self-Serve Internal Tooling: Built a frontend interface enabling internal users to independently run competitive analyses, including private label brand mapping - reducing dependency on ad-hoc requests and scaling intelligence access across teams.. |
Scope & Responsibilities
Conceptualized and developed a competitive intelligence platform (in python, fully using Claude Code):
Automated Ad Scraper
Browser automation that a list of monitors e-commerce platforms, captures competitor banner placements, and extracts metadata. Configured via CSS selectors
AI-Powered Visual Analysis
Multimodal AI integration that extracts structured intelligence from banner screenshots: brand names, product claims, pricing, campaign themes, and headlines. Delivers consistent, unbiased interpretation at scale.
Share of Voice Analytics
Competitive positioning metrics showing brand visibility distribution across platforms. Enables sales teams to quantify which brands are increasing their spend and rapidly scaling their Share of Voice in the market, to identify high value prospects to pitch to.
Historical Intelligence Archive
Timestamped reports with screenshots and structured data, enabling trend analysis over weeks and months to identify competitor strategy shifts and trigger outreach campaigns.