Sep 2023 – Jan 2024 · 4 mos

• 0-to-1 Execution: Developed and executed the end-to-end content-to-product strategy for a US-based news ecosystem, specifically defining the initial activation funnel.
• Engagement Framework: Implemented a metrics-driven decision framework for content curation and notification timing to drive measurable improvements in conversion and retention.
• Product Agility: Optimised resources by rapidly pivoting strategy based on initial performance signals, demonstrating the ability to drive product direction in a high-uncertainty, pre-funding environment.
• Leadership: Led a cross-functional team to execute the engagement strategy, balancing rapid feature deployment with high-impact content packaging to maximise initial DAU potential.

Dec 2022 – Aug 2023 · 8 mos

Jan 2021 – Nov 2022 · 1 yr 10 mos

• Conversion Optimisation: Drove a 200% lift in Lockscreen-to-App Conversion Rate (CVR) across a 30 million DAU user base by optimising headlines and imagery as primary conversion levers.
• Retention & Stickiness: Increased average session length by 50-60% through the deployment of engaging new content formats and interaction models.
• Product Roadmap: Led a Content Experimentation Roadmap focused on Product Discovery, testing new formats like explainer videos and LIVE shows to optimise the content funnel.
• Operational Efficiency: Co-led the development of an in-house CMS and AI-based curation tool that reduced content publication time by over 70% (from 25 minutes to 5-7 minutes).
• Global Scaling: Played a critical role in international expansion by establishing the US and Indonesia newsrooms and parallel execution teams.
• Team Leadership: Managed a direct team of 5 and orchestrated a monthly roster for 18+ members to ensure smooth 24/7 operational execution.

Nov 2018 – Jan 2021 · 2 yrs 2 mos

Apr 2017 – Oct 2018 · 1 yr 6 mos · Noida Area, India

• Hyper-Growth: Played a critical leadership role in scaling Daily Active Users (DAU) by 900% (from 100K to 1M DAU) by driving strategic content initiatives and improving overall app stickiness.
• Lifecycle Marketing: Drove a 133% lift in Notification Open Rate (from 6% to 14%) by creating and leveraging user cohorts to implement personalised push notifications.
• Engagement Loops: Increased participation in interactive features by 208%, successfully transforming users into power users with high daily in-app session time.
• Operational Scale: Managed a 200% increase in daily content output (from 50 to 150 pieces/day) to support a rapidly expanding user base.
• Data-Driven Strategy: Led the function of analysing content performance data, translating insights into actionable changes to continuously improve readership and retention.

May 2015 – Apr 2017 · 1 yr 11 mos · Noida Area, India

• Organisational Design: Instrumental in providing the operational foundation for rapid growth by setting up and hiring for all initial support teams, including HR, Recruitment, and Office Management.
• Talent Acquisition: Owned the end-to-end recruitment pipeline, from creating job descriptions and scouting talent to conducting interviews and onboarding.
• CEO’s Office: Partnered directly with the CEO to manage all internal communications and spearheaded Public Relations (PR) efforts.
• UX & Brand Voice: Managed all in-app communication essential for UX design, ensuring a smooth user funnel experience while overseeing social media management.

Jul 2014 – May 2015 · 10 mos · Noida Area, India

• High-Velocity Execution: Managed end-to-end content production for the high-traffic news platform, consistently delivering high-volume stories from ideation to publishing.
• Real-Time Activation: Drove real-time engagement by identifying breaking news stories and quickly adapting them for instant push notifications to the entire user base.
• Editorial Efficiency: Maintained high efficiency by creating concise, high-impact 60-word news summaries, ensuring maximum information delivery within strict constraints.