Mar 2024 – Aug 2024 · 5 mos

• Heading growth of new business unit and products
• Developing the business plan and executing the P&L of the Category
• Crafting 0 to 1 journey by managing full funnel marketing ( Awareness, Conversion, Retention)
• Building & managing a strong marketing, sales, product team with deep understanding of consumer buying, marketing tools, and CRM
• Generating new product ideas, enhancements to existing products and collate requests from both internal and external requestors.
• Devising long-term development strategies for category growth.

Jun 2021 – Feb 2024 · 2 yrs 8 mos · Gurugram, Haryana, India

• Heading international digital marketing (SEM, GDN, Facebook, SEO) and managing a team of 4 digital marketers to drive D2C growth in US, India, Indonesia, Australia, Japan, and South Korea
• Managing a $40 Mn budget across paid channels to maximize top and bottom line ROI, LTV/ CAC and quickly identify shifts in performance. (+120% y/y channel gross revenue increase within the given ROI target).
• Built the APAC team from scratch and trained the team to manage complex international markets to drive expansion with efficiency targets
• Increased the LTV ROI of US by 25% at the same budget by optimizing budgets, audiences, and Landing page testing
• Increased the ROAS of App Campaigns by +80% with the reduction in CPP (Cost per Purchase) by - 46% by partnering with engineering team to execute changes to improve bidding signals, as well as contributed to annual scoping of future app advertising projects.
• Collaborated with Data Science and Engineering teams for channel targeting improvements, automation, & attribution testing (Last Touch to Multi-touch & DDA Testing)
• Led the creation and deployment of an Quality Score Analysis process that resulted in a 22% increase in effective QS and a 13% reduction in CPA.
• Successfully launched and scaled Brand, Influencer (150% ROAS), and PR marketing in India
• Built and implemented a paid channel strategy for subscription business model and scaled the program to $500k/month

Nov 2019 – Jun 2021 · 1 yr 7 mos

• Managing and leading strategies for SEM, SEO, Social Media Marketing and User Acquisition with annual revenue of INR 100 Crores.
• Handled monthly budget of INR 2.5 Cr
• Engage users at various stage of their purchase from Awareness and Consideration down to customer life cycle marketing to increase the transactional value and growth.
• Launched 5 new programs in India and in 10+ countries
• Created plan to fix the funnel leakages in marketing funnel while analysing and improving business processes using Digital Marketing a medium
• Coordinating with Sales, Operations, and Analytics teams to understand customer behavior
• Continuously exploring new tools and media platform such as Quora, Nanigans, Bing, Instapage to get the incremental leads over and above the regular channels.
• Optimized campaigns for Hot, Cold, and Warm lead quality to improve the CAC by 20%
• Scaled the revenue for one of the programs from INR 30 Cr to INR 50 Cr in Q1 2021 by increasing the lead quality

Sep 2017 – Nov 2019 · 2 yrs 2 mos

• Planning and executing end to end business strategies for domestic and international campaigns on Facebook, Google, LinkedIn etc. from marketing communication to targeting and campaign creation.
• Monitored advertising and digital agency to increase web conversion by 40%.
• Increased the sales by 60% for one of the products with 33% drop in Cost of Acquisition.

Jul 2016 – Aug 2017 · 1 yr 1 mo

• Was responsible for handling day-to-day Search Engine Marketing (SEM) and Social Media Marketing (SMM) activities including campaign planning, implementation, budget management, performance review, and optimization of paid campaigns.
• Handled monthly budget of INR 2 Cr
• Managed big brands such as Airtel, H&M, Panasonic for lead generation campaigns and made digital plans to nurture the funnel from prospect to converted leads.
• Improved user acquisition costs and retention rates by 70% and 40% respectively for Wynk Music

Jan 2016 – Jul 2016 · 6 mos