Apr 2023 – Jun 2024 · 1 yr 2 mos

• Ran A/B testing on new landing pages and onboarding experiences targeting billing and technical admin user personas, increasing paid trial conversions.
• Analyzed customer lifecycle, implemented financial aid campaign to extend subscription.
• Conducted primary research with partners, developed user personas, value pillars, data-driven narratives, & defined KPIs.
• Fostered strong relationships with key accounts, led 7+ Platinum partners signup within six months.
• Aligned strategy with product roadmaps, demonstrated strong stakeholder collaboration in PM/Dev, Go/No-Go & triad syncs.
• Created instructional videos, authored user manuals, emails, and support documents to handle experience variants during long-term, multi-step feature rollouts, adapting to agile development and iterative cycles.
• Published 12+ billing and licensing FAQs and support documents, increasing monthly non-search traffic by 35% on the plan comparison page and Atlassian support website using SEO best practices.
• Redesigned the purchase journey and cart using funnel and competitive analysis, reducing cart abandonment.
• Collaborated with finance and legal teams to create new invoice and quote PDF design, disclaimers and T&C’s for purchase/checkout screens ensuring compliance and accessibility per GDPR.
• Optimized content on the Atlassian site, leading to increase in trial extensions and y-o-y increase in installs.
• Led the team’s New-Hire drive and recruited 15+ grads and interns from IIT-B, IIT-G, MICA & NID in 2022-24.
• Conference speaker on “Storytelling” during Atlassian Global CX Summit 2023 & emcee for Atlassian Global Townhall.
• Won the global Objective & Key Results (OKR) Award during Atlassian Global Innovation Challenge 2022.
• Awarded 15+ monetary Kudos Awards by leadership, engineering managers and team managers for successful projects.
• Rated in top performers across all metrics (Craft excellence, Org. impact, Direction & Influence,

May 2021 – Mar 2023 · 1 yr 10 mos

• Led content design on the Product pricing portal – driving content strategy and publishing developer docs for new pricing plans, product offerings, promotions & discounts.
• Crafted UI texts for complex user flows, in-product messaging, landing pages, emails, in-product help, support docs for AdminHub, Advocate Central & Partner Purchase Centre, aligned with Atlassian voice & tone principles.
• Led terminology decisions for NetSuite templates, wrote disclaimers for purchase/checkout screens, T&Cs for invoice payments & quote settlements while collaborating with finance & legal teams for compliance.
• Handled content BAU requests for legacy system maintenance, UX accessibility audits, experience gaps, and design QAs. Resolved dependencies on other work streams by applying principles of service design.
• Leading content design initiatives for self-service purchasing (billing, subscription management, invoicing & quoting) for customers by transforming complex financial jargon into conversational, approachable language.
• Organized 67+ exposure hours of customer research, facilitated usability testing, and implemented tools like Dovetail, treejack, and card sorting to identify pain points and improve SEQ & CSAT scores.

May 2020 – Aug 2020 · 3 mos · Mumbai, Maharashtra, India · Remote

• Ran first-ever marketing campaign equivalent INR 7Cr+ of JioTV+ on Jio Fiber, generated 2 Million+
• impressions. 560% increase in followers on social media
• Launched Amazon Prime, Zee5, SonyLiv, Lionsgate, Hoichoi, ShemarooMe on Jio
• Fiber & JioTV+ social media platforms.
• Built Consumer personas. Generated cultural insights, content consumption habits & regionspecific Media Patterns in Tier 2 & 3 cities
• Jio TV+ brand positioning, OTT industry competitive landscape analysis & perceptual mapping
• Ran Push Notifications, SMS, AutoPlay Ads, In-Display ads, Banner Ads Marketing Campaigns
• on Jio Cinema, JioTV, JioSaavn Jio News etc.
• ROI calculation, Feasibility testing for launch campaigns through Media Buying/Selling Rates
• on JioSaavn, JioTV, Jio Cinema, JioTV+ etc.
• Strategized new monetization opportunities & business models for JioTV+ & JioFiber

May 2020 – Jul 2020 · 2 mos · Noida, Uttar Pradesh, India

• B2B Digital Marketing strategies. SEO analysis for NMTronics Website through analysing OnPage SEO score, Organic Monthly Traffic, Organic Keywords, Backlinks etc.
• In 3 months, the LinkedIn page saw an increase of more than 180% in Visitors, 900% increase
• in Impressions and a 40% increase in followers - all organic

Dec 2019 – Aug 2023 · 3 yrs 8 mos · India · Remote

• Working as an Ethnographer at McCann WorldGroup's global intelligence arm Truth Central
• Trained in methods and logics of anthropology, Socio-Cultural anthropology, ethnography, autoethnography, digital-ethnography and qualitative research reporting.
• Studied Gen Z's evolving attitudes, values & behaviour in the following research modules:
• Social Media, Luxury, Race, Coronavirus, Auto-ethnobiography
• Selected to represent India in a global Gen Z Anthropologist Network discussion panel

May 2018 – Aug 2018 · 3 mos · Delhi, India