Mar 2022 – May 2024 · 2 yrs 2 mos · San Francisco Bay Area · Remote

• Brand, Media, PR, Community
• Executed “Back to School” 360 degree campaign for consumers & educators - delivering 23% YOY increase in bookings
• Built awareness campaigns on Apple Product & Search Tab, Connected TV ~ garnering 12Mn impressions at $3 CPM
• Delivered 1Bn impressions thru publishing research backed articles on ‘Kids reading more are happier and physically active’
• Garnered 6Mn cumulative listeners in association with 16 Radio channels positioning Epic as a thought leader in Reading
• Signed the Epic Spell BEE Partnership, as the Official Reading Partner providing access to 20k Schools across US
• Scaled up You Tube Channel from 8k to 25k subscribers at zero cost thru 100+ videos addition, SEO & cross-marketing
• Performance & Product Marketing
• Delivered a monthly run rate of 5k subs at $70 CAC (Gross LTV ~ 125) with $350k spends thru paid channels
• Integrated Voucherify, Discount Code ecosystem, into Email Marketing channel, made it to $1Mn channel in a year
• Partnered with Product on rolling out & marketing ‘7 Day free trial model’, delivering +25% increase in conversion
• Incorporated notifications, animated banners & accessories for “Holiday Campaign” with 15% uplift in engagement
• Leveraged email educator Base to generate leads ($2Mn) for Epic School Plus in 6 months of its launch
• Growth
• Institutionalised Partnership with Apple on campaigns, featuring Epic on In-app events, providing a delta of ~3.5k subs/year
• Improved iOS Install rate by 4% thru implementation of refreshed brand assets (Epic Originals) on Apple Product Page
• Regained the 5% drop in Traffic (driven by drops in CTR) by revised meta copies & enhanced Site-links implementation

Jan 2021 – Feb 2022 · 1 yr 1 mo

• (Leading a team of 50+ specialists)
• Brand, Media, PR
• Executed the Brand Media Strategy for TV with (SOV of 5%), garnering ~400+ GRPs and 17 Mn reach, delivering an uplift of 10% on the sign-up base
• Published 30+ articles/ month (Featured articles, Brand Stories, Authored articles, Media Events) through the PR arm delivering a consistent SOV of 20%+
• Engaged with 2Mn+ users/ month across all Social Media Platforms with > 3%+ Engagement rate
• Performance Marketing
• Sustained Toppr Codr business purely via Performance Marketing (Google search, Bing, FB, Affiliates) at a target CPL of <500
• Created UAC and affiliate network to bridge lead gaps in Toppr Learning App generating 100K leads/month at CPL <70
• Product Marketing/ Growth Hacking
• Built Product Marketing infrastructure with deep integration of Web-engage, Lead Squared into the Toppr product suite, created personalised customer journeys reaching 14 Mn user base at 4 frequency every month
• Grew Sales led Refer and Earn channel from scratch to deliver 10X better conversion, generating 50Lakhs monthly top line
• Implemented a robust Lead Qualification process (using input variables viz. location accuracy, device, platform, source, activity) through Smart views on LSQ
• Drive SEO led User growth for high conversion pages ~50 articles per month to increase % focus keywords ranking in Top 10
• New Product Launch
• Conceptualised T-STAR (Toppr Scholarship Test for aptitude & reasoning) from inception with YTD 200K test takers at an Order/Dialled Lead conversion of 1%
• Devised an auto-sales channel for Toppr Answr (Ask an Expert) at INR 500 price-point for unlimited doubt usage for a month, generating orders at 1% conversion
• Partnerships
• Augmented 2 Webinars & numerous Teacher-training workshops with ET times to create an ongoing (B2B) lead funnel for School OS
• Partnered with 1000+ schools for scaling up T-STAR through a network of 20 On-ground team and 10+ Media Houses

Apr 2020 – Jan 2021 · 9 mos

Jan 2019 – Apr 2020 · 1 yr 3 mos

• Led a team of 350+ associates
• Delivered 10% CMGR on the Top-line with an Annual Run Rate of 60 crores
• Grew Bhubaneswar 10X to a monthly turnover of 80 Lakhs with 70+ sales associates ~ became the fastest city to hit the mark
• Created a leadership layer of 10+ General managers, Built the team to 350+, improving the productivity per associate to 150K
• Enhanced Sales Operational Metrics efficiency on Demo fixing, Demo done by over 30% + with focused calling sprints, increase in talk time and lead filtration

Nov 2017 – Dec 2018 · 1 yr 1 mo · Pune Area, India

• {Responsible for the overall business’s top-line and bottom-line including setting up, steering and scaling all functions}
• Rolled out the MVP (B2C), learnt from the market and introduced a newer version that increased conversion by 10X
• Built sales & customer support teams in Pune and Kolkata empaneling 2k+ agents with 5K + reviews and 10K+ listings
• Conceptualized and executed digital marketing campaigns (FB, ad-words) in conjunction with the marketing agency helping reach 1Mn+ users, 15K+ monthly traffic, generating 2K+ consumer leads, providing business to 60% agents.
• Reached a monthly revenue run-rate of 3 lakhs (agents) and opened up developers and associates as other revenue streams

Jul 2017 – Nov 2017 · 4 mos

• {Responsible for a monthly volume of ~3 Million Orders & a revenue of ~1.2 M$ across 14 cities in India & UAE} May’17 – till date
• Delivered MOM growth rate of 10% for the time period & added 8k restaurants (5K Zomato exclusive) to the merchant base
• taking it to ~25K by increasing productivity of acquirers & leveraging email & telesales (7% incremental growth)
• Increased % discounted orders from 29% to an all time highest of 40% that in-turn increased retention of new users by 1%
• Scaled up Zomato Treats (a subscription based free dessert program on every order) to 4K restaurants leading to 30K
• subscriptions providing 5% incremental growth to the partner restaurants
• Rolled out Ally (a joint flyering activity worth 5 Crores with minimum 4 popular brands in each cluster) at 0 cost to Zomato
• Scaled up our own logistics contribution (acquired Runnr) from 10% to 12% in a span of a month
• Felicitated with Spark Awards (0.1% of the work-force) for outstanding performance in strategy & execution

Oct 2016 – Apr 2017 · 6 mos

• Built the team from 25 to 80 in a span of 3 months & put in systems and processes to quickly scale up execution of initiatives
• Fostered a performance & data driven culture in the team that significantly improved the performance of the account management team (Gained 15% market share from competition)

Jan 2016 – Aug 2017 · 1 yr 7 mos

May 2014 – Dec 2015 · 1 yr 7 mos

• {Capstan is a 100 year old brand (annual volume of 4.2 Billion); Silk Cut is the youngest brand (annual volume of 2 Billion)} Handle
• a Turnover of 3000 crores & a marketing budget of over 20 crores with strong cross-functional linkages & agency synergies
• Migrated Brand Capstan’s Selling Idea from ‘Winning Spirit’ to ‘Winning Spirit & Winning Style’ to incorporate the cultural
• forces shaping consumption behaviour in India
• o Winning Attitude was brought in with ‘Wahi Josh Wahi Tashan’, shedding the erstwhile ‘Josh Hardum’ campaign
• Re-positioned Capstan Blue on the active lifestyle front in the health conscious space with a ‘Naya Zamana Naya Ehsaas’ theme
• Bolstered Silk Cut’s positioning in the Social Conformist segment by creating a ‘Live the Now’ campaign that resonated with
• the brand essence of vivacity of life.

Jun 2012 – May 2014 · 1 yr 11 mos

• (Established a new vertical to strategize for the organization & make actionable recommendations to the Executive Committee)
• Competition: Conceptualized & created the first ever Board-Room discussion note for key competitors by synthesizing internal cross-functional & external data-sources
• o It enabled anticipate competitors’ next moves, paving way for ITC’s counter strategies & became an integral part of the senior management review process
• Product Development: Prepared the first in-house bi-annual comprehensive global innovation scan in light of the future changes in the Indian tobacco market to aid to the ITC R&D innovation funnel
• Regulatory Environment: Recommended future-ready solutions to the brand team by visualizing the changes in the regulatory landscape in India through
• o Monitoring regulatory developments in US FDA & EU directive (in liaison with Tobacco & Regulatory Affairs team)
• Consumers: Developed a Customer Life Value Model (CLV) for our portfolio of brands & integrated it with the 100 Million $ annual spends for a better allocation of funds
• o Designed a State level ranking order on the basis of business potential by incorporating macro-economic factors in our planning process, thereby prioritizing investments
• o Prepared material (book reviews/ work-shops) & presented learning on the evolution of the new Indian consumer to the marketing team, thereby making a case to re-visit ITC’s entrenched strategies

Sep 2009 – Feb 2011 · 1 yr 5 mos · Bangalore

• (Mentored by Padmashree Awardee Dr. Ashok Jhunjhunwala & Dr. Badri Seshadri, Co-founder, Cricinfo.com)
• Bagged INR 3.6 million pilot project with Ministry of Tribal Welfare Association and assessed 1400 tribal people on fitness parameters in the Jhabua district of Madhya Pradesh
• Generated a revenue of INR 3 million and reached out to 7000 students across 100 schools by successfully implementing marketing strategies (interactive workshops, demonstrations, principal conclaves)
• Brought INR 1.5 million in indirect revenues as franchise fee by creating a franchise network for selling and distribution of our services (12 franchises across 6 states – B to B selling)
• Initiated internship programs across leading engineering colleges that was well received by students and got us 4thrank in the top 10 firms & The Best Start-up to intern with by MSN (2010)
• The first firm to partner with esteemed organizations like Mahesh Bhupathi Team Tennis Academy and Mumbai School Sports Association and developed synergies to grow our business
• Finalists in the Marico Innovation Foundation Awards (432 teams) and Maruti Suzuki Wagon R contest (1200 teams

Jul 2008 – Sep 2009 · 1 yr 2 mos

• (Led a team of 15 officers (Direct reportees), 75 Market executives & 120 Beauty Advisors to the highest growth in the country)
• Delivered 42% growth year on year on a INR 1 billion (650 products) turnover of Home & Personal care business
• Maintained a competitive ROI of 18-20% by rolling out Go to Market model on Zero Inventory Process, creating bigger stockists, and enabling them with better IT tools to reduce infrastructural costs
• Gained market share (5% in Hair and 1.2% in Feminine Care) through micro-marketing plans to block competition (Pantene)
• Reduced sales loss by 1% (annual savings of INR 10 million) and inventory holding by 2 days by reducing forecast error and CCFOT losses through accurate estimation and systematic management of Depot and Supply Chain
• Awarded Customer Delight Award (2/40) for world class service to 61 distributors and 10,000 outlets (40 towns) - by AC Nielsen

Jul 2007 – Jul 2008 · 1 yr

• The only candidate to be selected amongst 4000 applicants across 7 IITs for this leadership role)
• International Experience - Reviewed strategies of the past campaigns and activities of Axe deodorants across South-east Asian countries & found out barriers, triggers and key insights to improve the brand’s performance (Unilever Philippines)