Mar 2022 – Mar 2024 · 2 yrs · Delhi, India

• Built PokerBaazi into India’s most loved (and profitable!) online poker brand - one bluff, one byte, and one brilliant team at a time. Wore many hats across brand, content, growth, retention & analytics but mostly just chased the thrill of making players fall in love with the game, again and again!

Aug 2021 – Mar 2022 · 7 mos · Gurugram, Haryana, India

• Led the marketing roadmap for Galaxy M&F series smartphones to achieve business KPIs. The role encapsuled annual budgeting and building & executing communication campaigns and activations in-line with the business objectives. The role reported to the Head of Marketing & Ecommerce.
• 1) Devised and executed the marketing & communication strategy for E-commerce exclusive smartphone series – M52, F22, M53, M33, F23 & M13.
• 2) Led the re-positioning of the Galaxy M-series & F-series smartphones based on strong insights from the GenZ audiences through extensive consumer research.
• 3) Liasoned with Ecommerce portals including Amazon and Flipkart for successful on-platform marketing, launches and managing lifecycle visibility of the smartphones to achieve SOVs and revenue targets.
• 4) Collaborated with the creative, consumer research, social, media agencies as well as new age-content creators to develop short & long format content for storytelling across ATL, Digital, OTT, PR, social media and Influencer marketing for the M&F series smartphones.
• 5) Worked on driving awareness as well as sales for the M&F series through social commerce.
• 6) Led cross-collaboration with the category teams to fine tune key launch aspects including product specs, pricing, portal offers etc. in-line with the consumer insights.
• 7) Worked with digital tech influencers across the smartphone lifecycle to build anticipation, reviews as well as long-term content to drive TOMA and interest for the launches.

Nov 2019 – Aug 2021 · 1 yr 9 mos · Noida, Uttar Pradesh, India

• Responsible for strategizing and implementing the brand, content and digital marketing roadmap for Naukri.com and sister recruitment brands (Naukrigulf.com, Firstnaukri.com and Ambition Box) in order to boost leadership for the portals. The role reported to the SVP, Marketing.
• 1) Worked with digital, media (offline and digital) and creative agencies towards developing and executing 360-degree marketing campaigns across key cohorts.
• 2) Improved brand perception for Naukri.com through content marketing efforts during COVID under the ‘Step-Up’ initiative to help jobseekers and recruiters. A chain of products were launched to aid stakeholders that included Live Jobs tracker, Live sessions with KOLs across industries and functional areas, hiring insights across sectors etc.
• 3) Improved NPS for the brand by launching industry-first hiring insights for jobseekers across cohorts personalized by industry and functional area under ‘Naukri Pulse’ to help them make better career moves.
• 4) Increased App downloads organically by 40% via Google Playstore optimization as well as pushing contextual communication across the platform to aid consumer action.
• 5) Led GTM of multiple product launches like Video CVs, Skill Assessment, Salary Comparison tool etc.
• 6) Improved Earned Media Authority (EMA) scores for Naukri.com from 45% to 79% in just a year via extensive push across PR through topical articles, electronic media interviews of KOLs, participation in industry stories, pushing data backed insights across articles etc.
• 7) Set-up the BHT for Naukri to gauge key KPIs like brand funnel and brand perception in the wake of heavy competition from global players like LinkedIn & Indeed.
• 8) Collaborated closely with the Business Intelligence teams to gather insights across cohorts and publish dashboards to solve business challenges.

Nov 2018 – Nov 2019 · 1 yr · Mumbai Area, India

• Tasked to build the Voot brand (AVOD) plus its sub-brand, Voot Kids (SVOD) within the OTT ecosystem. The role included defining and implementing the brand strategy through mass (ATL+BTL) and digital channels and build & deliver growth in business on the back on network content, originals and larger platform campaigns. The role reports to the AVP, Marketing.
• 1) Growing consumer acquisition, retention and engagement metrics through mass media campaigns (TV, Print, Radio, OOH), growth platforms (Google, DBM, FB), on-platform & CRM marketing and social media (FB, TW & IG) initiatives for Voot AVOD.
• 2) Responsible for cracking positioning and marketing strategy for Voot originals (It’s Not that Simple, Feet Up with the Stars, Fuh se Fantasy, Shortcuts etc.) and network content (Colors, MTV like Big Boss, Roadies, Splitsvilla, News, Movies etc.)
• 3) Strategized and executed brand campaigns for Voot including #WhyNot and #NonStopNew to help differentiate the brand and resonate with the OTT consumers.
• 4) Responsible for GTM strategy and execution for launching India’s 1st Kids OTT SVOD app in the market, Voot Kids.
• 5) Built the Voot Kids positioning from scratch to identify a white space addressing a specific consumer need gap and led the creative & media agencies to work closely on the launch campaign communication for Voot Kids (mass + digital + social media marketing and partnerships)
• 6) Led multiple researches like UI/UX, App Audits, DCM Price modelling research, Link Tests etc. to understand consumer pain-points, insights and perceptions towards the Voot Kids brand.

Jan 2018 – Nov 2018 · 10 mos · Bengaluru Area, India

• Led marketing for beauty & personal care category, the strategic growth area for Myntra amid intense competition. This role included driving marketing campaigns for the category, lead associations and support category teams through ongoing marketing interventions.
• 1) Grew the revenue share of the category by 2X and customer acquisitions by 4X, reduced acquisition costs and increased marketing campaign ROIs significantly across the beauty portfolio.
• 2) Conceptualized the positioning for Myntra Beauty and chalked out the marketing strategy for the category to drive revenue.
• 3) Led cross-functional collaboration with Tech & Product teams to implement tech-led solutions to solve consumer pain-points for shopping beauty online.
• 4) Led all offline and digital marketing campaigns to make Myntra Beauty the one-stop retailer for all beauty needs, thus, gaining share from competitors, both horizontals and verticals.
• 5) Led brand campaigns, performance marketing, content marketing, influencer marketing, brand partnerships like Pinkvilla, iDiva etc. and social media strategy for Myntra Beauty as well as the beauty brands on the platform.

Jan 2015 – Jan 2018 · 3 yrs · Mumbai Area, India

• Key member of the core-marketing team working in an exponentially growing E-commerce category in a pan-India marketing role, reporting into the Director Marketing. Executed marketing initiatives for the Snapdeal mother brand as well as core categories including Electronics, Fashion & Home & FMCG
• 1) Led multiple large scale 360 integrated brand campaigns (across TV, Print, Radio, OOH, Social Media, Digital, PR, CRM) including Dil ki Deal, Unbox Zindagi etc.
• 2) Planned media with high ROAs through traditional & digital platforms innovatively – TV, Print, Radio, Impact properties like Big Boss, FB, Google DBM, YouTube, Hotstar, SEM partners etc. thereby leading to better brand recall, preference scores and competitive SOV.
• 3) Led VI rehaul for the brand with foreign consultancy firms in alignment to the overall marketing strategy.
• 4) Led marketing and growth for the Electronics and Fashion categories across acquisition, category building, retention and CLM.
• 5) Devised and executed marketing campaigns for exclusive launches at Snapdeal including Samsung, Xiaomi, Google Chromecast, Nestle Maggi, RB Cleaning range etc. to achieve sales targets.

May 2012 – Dec 2014 · 2 yrs 7 mos · Gurugram, Haryana, India

• Started my career as an ABM through a pan India Marketing Role reporting into the AGM Marketing. The portfolio included Packaged Sugar ( Mawana Crystal, Premium & Select) and Oil (Cornola, Panghat & Ruby) brands.
• 1) Handled the 900 cr packaged foods portfolio at Mawana to build loyalty in the commoditized sugar and oil market in India through brand launches and extensions.
• 2) Built the speciality sugar market in India through NPD - launching application-based sugars like Castor Sugar & Demerara Sugar pegged against foreign players like Silver Spoon, Tate and Lyle etc.
• 3) Developed and executed brand campaigns, activations, media plans (ATL, BTL, Digital) and PR initiatives for the brands.
• 4) Analyzed the brand/ category performance through syndicated and customized data / researches – brand health track, Neilson retail reports, U&A, LINK, BASES etc.
• 5) Strategized and developed content marketing strategy through tie-ups with patisserie chefs and executing the content through right channels for creating brand pull.
• 6) Executed brand visibility in trade channels – General trade, Modern retail through trade schemes, retail POP, promoter activations, visual merchandizing and planograms as well as trade events like Aahar, Golf championships, Corporate Events etc.