Aug 2019 – Dec 2021 · 2 yrs 4 mos · Singapore

• Head, Global Customer Lifecycle Strategy and Campaigns.

Apr 2018 – Jul 2019 · 1 yr 3 mos · Singapore

• Lifecycle | Growth Marketing
• Grab is Southeast Asia's leading ride-hailing platform. We solve critical transportation challenges and make transport freedom a reality for 620 million people in Southeast Asia. We believe everyone should be able to go anywhere - and trust that they can book a safe ride.

Jan 2017 – Apr 2018 · 1 yr 3 mos · Singapore

• Part of the central marketing team working on paid performance marketing strategy, end to end funnel measurement/optimisation and personalization. Responsible for effective content marketing on digital channels.
• Shaping engagement strategy to optimize for/correctly measure mid-lower funnel performance metrics (cost per play, cost per pay), retention and LTV.

Feb 2016 – Dec 2016 · 10 mos · Singapore

• HOOQ is a JV between Singtel, Warner Bros. & Sony Pictures headquartered in Singapore.
• Member of regional marketing team working on paid digital media campaigns and CRM strategy for acquisition/engagement/re-engagement, end to end funnel measurement and automation. Managing a focused team working on analytics and operations to drive meaningful business results using data, technology & automation.
• Led the design & implementation of a personalization algorithm feeding off content title preferences based on genre/language and automated a 'segment of 1' personalised life-cycle campaign track (on boarding, engagement, conversion, win back/re-engagement) across multiple CRM channels.
• Worked on a full funnel measurement & optimisation plan for mobile app (android+iOS)/website and implemented the same using tag management tools, custom UTM schema, GA and mobile attribution tools
• Worked with partner advertising agency to optimise digital channel mix, targeting, creative & budget strategy for paid media campaigns
• Evaluated and closed agreements with multiple digital service vendors-mobile attribution analytics, marketing automation, deep linking etc.
• Digital Marketing specialties: GA, Adwords, Facebook power editor, GTM, Mobile Attribution tools, Marketing Automation, email marketing tools etc. Using a Data Management Platform (DMP) to activate first party customer data across CRM campaigns and paid media-prospecting/re-engagement on programmatic/non programmatic channels
• Wrote basic python scripts to serve marketing e.g. automating keyword research for adwords and extracting/processing raw campaign data from partner REST apis.

Jun 2013 – Jan 2016 · 2 yrs 7 mos · Gurgaon, India

• Project Lead- designing/conceptualising propositions & launching win back programs on targeted sets of disengaged consumers within airtel prepaid base of 228 Mn. consumers (jan'16)
• Led the end to end design & pan India execution of a new U&R platform-interactive End Of Call Notification (i-EOCN) delivering 1.2 Bn. daily consumer notifications to airtel prepaid base
• Product Manager for the i-EOCN rule engine delivering ‘best’ offers to consumers basis real time segmentation on event, device type, location, usage KPI's and Next Best Action. Launched multiple contextual campaigns on the platform: low balance/talk time credit, pack expiry alerts, data consumption campaigns, night packs, roaming products etc. to drive business KPI's-Net Take Rate (target vs control) and Voice/Data ROI

Apr 2012 – Jun 2012 · 2 mos · New Delhi

• Market Assessment of Hydraulic Components & Systems for Off-Road Equipment in India
• Client: USD 250 Mn. Auto Component Manufacturer headquartered in India
• Secondary research for preliminary identification & understanding of relevant off-road equipment, market segmentation, nature of hydraulics used and their variations
• Primary interviews with 50+ OEM’s, component manufacturers and subject matter experts to validate secondary research and understand critical market characteristics
• Developed understanding of growth drivers, penetration of hydraulic components, expected changes in penetration & technology, aftermarket, customer buying behavior and pain points
• Estimated market for hydraulic components from demand side and validated from supply side
• Identified market entry opportunities and mapped them with client strengths and weaknesses
• Profiled key competitors and possible collaborators (domestic and international)
• Projected market size for 2016 and framed final recommendations based on assessment exercise

Dec 2011 – Mar 2013 · 1 yr 3 mos · New Delhi Area, India

• Elected member of IIFT Student Council, responsible for organizing all campus events
• Head, Media & PR Cell, IIFT and Single Point of Contact for Institute Public Relations Agency
• Executive Member, Pitching Team for Sponsorship's, Quo Vadis 2012, IIFT’s annual festival
• Chief Editor & Designer, ‘I-Blitz’, Campus Magazine, IIFT
• Independently pitched and successfully concluded media partnerships with CNBC TV-18 for IIFT’s International Trade Conclave, Singapore & Finance Symposium, New Delhi in September 2012
• Organized shoot of “Shining B-Schools”-CNN-IBN and “Politically Incorrect”-NDTV at IIFT
• Conceptualized and executed an online knowledge sharing platform: ‘E-Blitz’ for IIFT Students
• Spearheaded efforts to enhance IIFT’s social media presence on Facebook & Twitter