Sep 2022 – Sep 2024 · 2 yrs · New Delhi, Delhi, India · Hybrid

• Responsible for leading the global growth, marketing, brand and commerce strategy at Bobble AI, the world's highest-rated and most innovative keyboard and conversation media platform, empowering over 100 million users across India, Southeast Asia, and the MENA regions. Focused on scaling audiences, engagement, brand recognition and revenue growth both in India and international markets for Bobble and Fan Store, a direct-to-consumer personalized gifting platform.
• Manage 50Cr (6M USD) annual marketing spends across digital, brand, engagement, B2B and commerce verticals.
• Lead an in-house team of 22 members across Digital Marketing, Brand Marketing and PR, Community and User Research, Retention & CRM, Analytics, Product Growth, Content Marketing & Fan Store pods.
• Focus areas include scaling organic and paid user growth, brand initiatives, PR and social media, engagement and retention metrics, market trends and customer feedback to shape product strategy and tailor the marketing route across online and offline channels to create a growth and marketing playbook for the business.
• Lead the Creative, Performance Marketing and PR agency relations for integrated outcomes.
• Own the business outcomes including User Growth, Retention, P&L and GMV, conversion rates, brand awareness and share of voice, and revenue and order growth goals.
• Strong focus on optimization across organic and paid acquisition sources including Google (Search, Display & Video), Meta, Affiliates, LinkedIn, Twitter, Instagram, Snapchat, Tiktok, Affiliate and Preload Channels, Bing and Programmatic channels for lower CAC and higher LTVs on all platforms and re-targeting and remarketing efforts across channels.

Jun 2021 – Sep 2022 · 1 yr 3 mos · New Delhi, Delhi, India · Hybrid

• Responsible for leading the global marketing, brand, and retail growth strategy at Augnito, a global medical voice AI company empowering the healthcare ecosystem in India, the US, the UK and the Middle East with presence in over 300 large hospitals. Focused on building the brand narrative and scaling the retail verticals in both Indian and global markets.
• Manage 20Cr (2M USD) annual spends across the marketing, brand and retail verticals.
• Lead an in-house team of 15 members across Performance Marketing, User Research, Brand Marketing and PR, Retention & CRM, Activation, Retail Business, Content Marketing & Growth Pods.
• Focus areas include SEO & ASO, SEM, Product Marketing, CRM & User Lifecycle, Branding, Influencer and Content Marketing, Partnerships and Offline Marketing to scale organic and paid traffic, own on-site and app user growth, engagement and retention metrics, track market trends and customer feedback and tailoring the marketing route across online and offline to create a growth and marketing playbook for the business.
• Lead the brand marketing initiatives via agency relations including Creative, Performance Marketing and PR firms for integrated outcomes.
• Own the business outcomes including User Growth, P&L and GMV, traffic scale up, user sign ups and retention and subscription goals.
• Strong focus on optimization across organic and paid acquisition sources including Google (Search, Display & Video), Facebook, LinkedIn, Twitter, Instagram, Bing, and Programmatic channels for lower CAC and higher LTVs on all platforms and re-targeting and remarketing efforts across channels.

Mar 2020 – Jun 2021 · 1 yr 3 mos · New Delhi, Delhi, India · Remote

• The responsibility of leading the Marketing, Growth and Monetization efforts at Trell, India’s largest
• lifestyle social commerce platform with a twin focus on scaling both content and commerce verticals.
• Manage annual marketing spends across the content and commerce verticals.
• Lead the in-house team of Performance Marketing, Brand Marketing and PR,
• Retention & CRM, Activation, Commerce Marketing, Content & Partnerships professionals.
• Focus areas include SEO & ASO, SEM, Product Marketing, CRM & User Lifecycle, Branding, Influencer and Content Marketing, Partnerships and Offline Marketing to scale organic and paid traffic, own on-site and app user growth, engagement and retention metrics, track market trends and customer feedback and tailoring the marketing route across online and offline to create a growth and marketing playbook for the business.
• Lead the brand marketing initiatives via agency relations including digital, creative and PR firms
• for integrated output.
• Own the business outcomes including User Growth, P&L and GMV, traffic scale up, orders and
• retention and engagement goals.
• Strong focus on optimisation across organic and paid acquisition sources including Google
• (Search, Display & Video), Facebook, Twitter, Instagram, TikTok, Pinterest, Bing, LinkedIn and
• Programmatic channels for lower CAC and higher LTVs on all platforms and re-targeting and
• remarketing efforts across channels.
• Martech Stack incudes Google Analytics, Firebase, Moengage, Branch, Appsflyer, Adobe Suite,
• Localytics, ComScore, Optimizely, Figma, Appsee, Freshdesk, Crashalytics, Fabric, App Annie, Sensor Tower, AppVirality, Urban Airship, Clevertap, Slack, Jira, Netcore etc.

Jan 2016 – Mar 2020 · 4 yrs 2 mos · Noida Area, India · On-site

• The responsibility of heading the growth and marketing efforts at Times Internet, India’s largest digital products company with 500M+ users across web, m-web and app for their portfolio of 30+ products including news, content, gaming, video and lifestyle business.
• Manage 200Cr (30M USD) annual marketing spends across the group businesses.
• Building a unified approach to market research, referral rewards, paid and organic acquisition, online and offline tactics, guerrilla and influencer marketing.
• Manage the in-house marketing team of 30 members and creative, media buying, PR and digital agencies to ensure integrated outcomes.
• Driving awareness and long-term consideration via the right mix of ATL / BTL aligned to digital strategy– TV / Radio / OOH / Newspaper / Alternate media.
• Own the brand to support the company’s overall strategies and objectives.
• Create a solid network of strategic partnerships across OEMs, Telecom, ISPs and DTH providers.
• Custodian of user experience for 30+ businesses across platforms. Amplify organic acquisition across platforms by double digit multipliers (using growth levers, SEO & ASO, loyalty, referrals and partnerships).
• Strong focus on optimization across organic and paid acquisition sources including Google (Search, Display & Video), Facebook, Twitter, Instragram, TikTok, LinkedIn and similar channels for lower CAC and higher LTVs on all platforms and remarketing efforts across channels.
• Strong focus on use of analytics and first party data to improve growth metrics across digital and traditional channels. Helped create internal analytics engine “GrowthRx” a plug and play SDK to save ~25% marketing costs for integrated products M-o-M across platforms.
• Integrate products with all OEMs (Chinese & Indian device manufacturers), Telcos, ISPs & DTH providers via content partnerships, pre-burns and white label solutions to unlock new acquisition opportunities at significantly lower costs and higher LTVs.

Jan 2015 – Jan 2016 · 1 yr · Bengaluru Area, India · On-site

• The responsibility of heading the marketing, growth and partnership initiatives across bigbasket’s channels including website, m-site and mobile apps.
• Lead the digital and brand marketing initiatives for bigbasket for all platforms including Web, mobile APP, m-web & other channels.
• Manage 20 Cr (2 Mn USD) annual marketing budget across platforms.
• Manage a team of 15 members alongside creative and digital agencies.
• Reduced the CAC by 300%, increased user LTV by 40% and improved orders by 8X during the time across paid channels.
• Head the mobile app marketing and product marketing initiatives in terms of new user acquisition, engagement, retention, and user feedback, UI / UX based functionality additions, enhancements, marketing campaigns & alliances for mobile users.
• Lead the SEO & SEM efforts including remarking to increase overall traffic to bigbasket’s online properties.
• Lead the alliances & partnerships function for all strategic tie-ups, owning the affiliate calendar & closing deals, barters et al with all partners including wallets, banks, telecoms, retail stores etc.
• Lead the global marketing efforts across digital, social, content and city launch plans across cities, mapping to product & scalable revenue models.
• Plan social campaigns, organic & paid for social media channels including Facebook, Twitter, Google+, LinkedIn, YouTube & Search Engine Marketing (SEM).
• Lead affiliate programs including wallets, banks, couponing websites & e-commerce. Managing affiliate & direct channels, track sales pipeline, pixel integration, track redemptions & revenues.

Jun 2012 – Jan 2015 · 2 yrs 7 mos · New Delhi Area, India · On-site

• Lead the marketing and product initiatives for mydala across website, m-site and mobile app.
• Lead a team of 25 members who formed the heart of the website and app in terms of product, marketing, content and sales teams.
• Lead the product and marketing teams to manage front end, back end, UI/UX and distribution across website, m-site, mobile app & other channels.
• Conceptualize PRDs, MRDs, wireframes, product flows & related materials for product and competitive tracking.
• Created the new mydala website & android and iOS mobile apps in terms of product UI/UX & product marketing inputs. Scaled growth for the app (from zero to 1M+ users in 6 months on a very tight budget).
• Headed the mobile app initiatives in terms of user acquisition, retention, UI / functionality additions, enhancements& marketing activities for mobile users.
• Devised strategies to drive & increase overall traffic to mydala’s online properties including the website, m-site, app and mobile USSD Channels.
• Lead the global marketing efforts & planning digital campaigns, mapping to product & scalable revenue models.
• Strategizing, managing & executing campaigns end to end; both organic & paid for social media channels including Facebook, Twitter, Google+, Pinterest, LinkedIn & YouTube & Search Engine Marketing (SEM).
• Own the online couponing vertical, responsible for managing the affiliate & direct channels, tracking the sales pipeline, pixel integration, tracking redemptions & revenue(s).
• Business Development / offline marketing specific to brand sales, barter promotions, social media, email campaigns & mobile apps.

Jan 2007 – Jan 2010 · 3 yrs · New Delhi · On-site

• During this period, I was responsible for the following initiatives:
• Handling the web presence for Nokia “N Series & E Series” properties.
• Driving conversations for client(s) across social platforms.
• Brand advocacy based on interaction with the online audience.
• Online Reputation Mgt. across forums, e-opinion sites, top destinations.
• Updating the social communities live from blogger meet ups, store / product launches.
• Assisting the CEO deliver effective business pitches to clients.
• Creating in house content for Nokia India’s product based online engagement.
• Maintaining excellent relations with clients to generate avenues for additional business.
• Clients Handled: Nokia, Yahoo & Max Bupa