Jun 2022 – Jun 2024 · 2 yrs · Mumbai, Maharashtra, India

• Own the OTT experience for MX Player users across Web and app platforms, primarily managing the following aspects of user funnel-
• Timely content discovery
• Smooth streaming
• Optimal ad experience
• Engagement and Retention levers

May 2020 – May 2022 · 2 yrs · Mumbai, Maharashtra, India

• Building an industry-first contextual ad targeting platform from scratch for advertisers/DSPs to thrive in a privacy centric, GDPR era.

Sep 2018 – Apr 2019 · 7 mos · Gurugram, Haryana, India

• Led the planning and execution of all Digital channels with primary focus on new user growth and cost optimization
• Managed the analytics function for Digital Marketing with primary objective to enable the real-time campaign optimization for all channels and to build capabilities to keep a track of performance.
• Increased digital traffic by 4X for Pick-Up Order Category launch within a month by executing precision marketing campaigns
• Tested industry-first digital marketing ideas to optimize overall channel performance, such as Hyperlocal targeting

Aug 2016 – Sep 2018 · 2 yrs 1 mo · Gurugram, Haryana, India

• Worked in collaboration with Marketing, Channel and Product Teams across the globe to fabricate marketing strategies for the proprietary Web & App Channels. For the same, my role spanned across three primary themes-
• What to market? <Right Offer>
• Testing and experimentation on Content (in terms of Creatives, CTAs, Messaging, Business Rules etc.) to enhance user engagement and revenue driven
• Whom to target? <Right Audience>
• Segmentation frameworks basis demographic, spend and digital attributes to understand the user behavior
• Arbitration of offers to deliver personalized experience to users basis key parameters such as likelihood to respond, revenue and enterprise goals
• Where to reach? <Right Channel>
• Comparing and Contrasting multiple marketing placements within Web and App to understand the nature and relevance of each for different offer type
• Developing performance measurement framework to evaluate key KPI’s to shape up marketing strategy specific to each channel
• Transferrable skills- SAS | Teradata | Tableau | Adobe Clickstream | FB Analytics

May 2015 – Jul 2016 · 1 yr 2 mos · Gurugram, Haryana, India

• Managed the Digital Analytics Platforms for 10+ B2B and B2C products spanning over 15 million monthly visits- Strategizing>Implementation>Review>Delivering insights
• Conducted 20+ A/B experiments (Map search, Price segmentation, Partial Payments among others) on product/element designs
• Built analytical models on user journey by monitoring drop-offs and event utility to identify key patterns/caveats and solving for them to ensure a lasting product experience
• Re-defined OYO Wallet Policy Criteria (Referral 2.0) by capping Cashbacks earned and introducing dynamic redemption limit
• Worked in collaboration with Design, Technology and Marketing teams to strategize and roll out changes for core product development
• Lead training sessions for over 7 teams in the organization (50+employees) on Digital Analytics Platforms
• Transferable skills- PostgreSQL 9.3, Google Analytics Premium, Localytics, Microsoft Excel , SAS, QlikSense

Aug 2014 – Apr 2015 · 8 mos · Greater Allahabad Area

• Took two courses (Fluid Particle Mechanics & Mechanical Operations | Material Science & Engineering) spanning over two semesters for Chemical Engineering, B.Tech-II (Batch of 112 students)

May 2014 – Jul 2014 · 2 mos

•  Critically surveyed 1Mn Tonne capacity Urea plant and analysed the impact of key process and design parameters on overall production efficiency
•  Proposed a detailed PFD (Process Flow Diagram) accessing production cycles, feed-stock management, budgeting and maintenance planning, suggesting an increase in efficiency by 5%

May 2013 – Jul 2013 · 2 mos · Bengaluru, Karnataka, India

•  Studied the role of protein Gunayl Cyclases in stem cell functioning and extensive regenerative capacity of planarians
•  Performed gene cloning for 10 Guanyl Cyclases genes and sub-cloned 8 of these into RNAi vectors to perform knockdown
•  Developed a SAS tool to measure cGMP levels during planarian regeneration to detect differential gene expression across 80 planarian colonies