Feb 2024 – Apr 2024 · 2 mos · Bengaluru, Karnataka, India · On-site

Apr 2023 – Jan 2024 · 9 mos · Gurugram, Haryana, India · On-site

• Head of Brand & Strategic Alliances
• Promoted to Associate Director in 18 months for outstanding performance, now leading a team of 25+
• ­ Heading 5 portfolios incl. Branding, ORM, Design, Social Media, Video Marketing and Strategic Alliances
• Reduced Performance Mktg CAC by 1.5x, by data-driven design optimization and introduction of video ads
• ­ A/B Testing of copy & design improved Result Rate by 25% and reduced Cost per Result by 20%
• ­ Increased design outputs by 2.5x QoQ to increase A/B tests and 2x quicker creative rotation to reduce fatigue
• Scaled YouTube subscribers by 8.5x in 8 mo. (23K to 200K) & Instagram followers by 2.8x (70K to 200K)
• ­ Established a Video Mktg pod to create video-first content; received ‘YouTube Silver Play Button’
• Rolled out 10+ Sale campaigns in 5 months leading to a 70%+ uptick YoY in GMV for the B2C business
• Launched 4 new Brands in 6 months; scaled Design, Branding, Social Media, and Partnerships ground-up
• Developed company-wide Design Language System for the existing apps and new SuperApp for 7 verticals
• ­ Led Personalization & Offers (coupon & loyalty rewards) creation to revamp of new Home Page UI/UX
• Initiated partnerships with 4 Banks, 3 Auto-Tech, and 2 Insurance players for demand & supply generation

Aug 2021 – Mar 2023 · 1 yr 7 mos · Gurugram, Haryana, India · On-site

• Leading top of the funnel demand growth and activation for used car vertical
• Identifying and scaling new acquisition channels with end-to-end ownership
• Spearheading initiatives to improve funnel performance while lowering CAC and increasing revenue
• Devising city-wise strategy for performance marketing pan-India with targets and budgets
• Bikes24:
• Led strategy, planning, and execution for user acquisition and funnel conversion of both supply- & demand-side for used bikes business vertical
• ­Scaled up traffic and GMV with improved ROAS
• Devised strategy for user growth and implemented roadmap using Branding campaigns (OOH, Digital), SEO, Performance Marketing (SEM, SMM, Display, Influencers), Direct Seller Agents, and Affiliates
• Improved margin through funnel optimization, vendor negotiations, and budget reallocation
• Increased funnel conversion for the supply and the demand side leveraging data analytics, product and consumer insights with a high focus on user experience and ROI
• Improved Call Center efficiency; optimized KPIs of connect %, reattempt TAT, SOP adherence
• Created CRM campaigns and improved outcomes by analyzing user behavior, running A/B experiments on delivery channels, content, user segments, and CTA
• ­Launched first-ever festive sale campaign to increase bookings and final deliveries

Jun 2019 – Jul 2021 · 2 yrs 1 mo · Gurgaon, India

• Developed and executed strategy across multiple projects to solve for CXO-level problems.
• Supply chain transformation for India business of a leading global consumer durables player | Increased sales forecast accuracy | Created statistical demand forecasting model for top categories | Improved service level and range availability | Analyzed & monitored KPIs at distribution centers across India | Rolled out pilots for top categories to implement inventory norming, production & dispatch planning | Co-authored whitepaper on Supply Chain Strategies for Seasonal Industries to inc. knowledge capital
• Sourcing strategy for logistics spend transformation for a top Australian beauty retail chain | Delivered savings by creating and implementing sourcing strategy for inbound logistics | Assessed benefits through network optimization, scenario modeling, and market engagement | Steered logistics procurement RFx process end-to-end; designed eval. criteria & negotiation strategy | Developed logistics spend baseline and conducted supply market analysis for ‘as-is’ assessment
• Future-proofing procurement for a leading global packaging manufacturer | Identified overall savings opportunity across multiple categories by evaluating supplier landscape | Developed future roadmaps for procurement org | Created sourcing strategy based on market insights

Apr 2018 – May 2018 · 1 mo · Mumbai Metropolitan Region

• Operational excellence for a leading Indian pharma company | Achieved savings in total logistics cost by developing network optimization model to determine ideal nodes, routes, mode mix, and product mix for US operations | Delivered R&D cost reduction through low-cost country sourcing & tail spend analysis of material costs

Jan 2016 – Jan 2017 · 1 yr · Mumbai Area, India

• Led a team of 20 members to grow the sales funnel end-to-end
• Boosted sales while heading Business Development | Devised tailored channel strategy for multiple verticals to grow leads & drive new monetization funnels | Developed strategic partnerships with institutions to create a future pipeline of high-quality leads | Integrated CRM solutions to track lead development & improved customer service
• Increased web sessions by >2x over a quarter | Created online marketing strategy and budget | Tested 100+ SEM and SMM Ad campaigns with A/B testing across FB, Google, Instagram, Taboola, Outbrain, etc | Optimized CPM, CPC & CPA by refining behavior-based user segmentation

Jan 2015 – Jan 2015 · 0 mo · Bengaluru, Karnataka, India

• Managed supply- and demand-side advertising for the Latin America region
• Maximized CPM revenues for publishers across multiple industries
• Enhanced advertiser ROI, minimized costs, balancing CPC, CPM, CPV, and CPA revenue models

Jan 2014 – Jan 2015 · 1 yr · Mumbai Metropolitan Region

• Led multiple projects to increase acquisition, engagement, and revenue on the platform while delivering genuine value to students.
• User Engagement: Increased MAU | Developed Recommendation Engine to generate critical insights, improving learning outcomes | Automated customized email, messaging & push notification systems
• Marketing & Sales: Increased overall users, paid users, and referrals | ­Increased B2B sales through partnerships | Conducted student outreach programs across geographies
• Product: Boosted page views and reduced attrition rate | Integrated CRM channels with live chat to improve customer service response time & quality | Created wireframes/mockups devising A/B testing to reduce bounce rates

Jan 2012 – Jan 2014 · 2 yrs · Bengaluru, Karnataka

• Instrumental in establishing first-ever India Risk Management team | Refined forecasting methodology for business models across five lines of business with a portfolio over $1B to increase profitability | Owned over 20 Credit Risk, Operational Risk, and Financial models

May 2011 – Jul 2011 · 2 mos · Singapore

• Developed an easy-to-use interface to investigate system failures – reduced man hour requirement by 100% through automation using Visual C#, SQL, VB Script, ASP and Perl Script.
• Coordinated with global teams and successfully led a critical data transfer project to implementation.
• Awarded highest grade in internship appraisal by Director, Global Technology Division for exceptional learning curve, completion of projects 2 weeks in anticipation and collaborative team work.