Mar 2023 – Present · 3 yrs · Remote

Sep 2022 – Oct 2023 · 1 yr 1 mo · Remote

• Overlooking Engagement, Retention of Classified Users- app stickiness, repeat transactions, revenue
• Responsible for retention of listers and buyers and paid subscription. Leading marketing automation, driving funnel conversion by retargeting, setting up omni - channel process between marketing channels and call centre
• Driving Product and Marketing led Growth initiatives to improve retention - New Product Hacks, Big Marketing Launches, Micro Segment / dynamic Personalization.
• Improved monthly churn by 19%.
• Scaling OLX Renew - brand awareness, driving paid traffic, cross selling and engagement

Aug 2021 – Sep 2022 · 1 yr 1 mo · Remote

• Responsible for CLM Business of OLX Autos (a Naspers group of company) in Asia Market
• Lead development of the roadmap for a clear A/B testing framework of new and existing programs to increase growth and retention
• Collaborate with Product and Engineering to develop, improve product touchpoints and ensure reduced funnel drop off and seamless member experience
• Design marketing segmentation and communication logic to target best possible cohorts for incremental transactions and revenue
• Optimize existing channel strategies including onboarding workflows, triggered campaigns, increased personalization, targeted segmentation etc.
• Create Global strategies for Omni channel expansion to drive growth in retention, transactions, revenue
• Foster development for direct reports and full CRM team to ensure individual growth

Oct 2020 – Aug 2021 · 10 mos · Noida, Uttar Pradesh, India

• Primary Work - Stitching below story points and come up with an actionable intelligence to boost ARPU, d0, d7, d15, d30 retention | thriving on n*n Cross Tab Variables & Data Permutation & Combination, slice & dice data to find out reason for Churn & formulate strategy for Incremental retention, build Recommendation Engine to pitch relevant offers to relevant TG to find Optimum Inflexion point in Revenue
• Role Synergy - Collaborative co-ordination with Product, Marketing (Acquisition & Retention), CX (Inbound & Outbound) teams to drive CLM & Revenue
• Portfolio Size - ~30 mn users | ~$600 mn GTV | CAGR 40% unprecedented growth
• Analytics in use- WebEngage, MS Excel, Tableau, Jira, Confluence, SQL
• Break-down -
• 1) Segmentation - Detailing of all possible variables related to user behavior (ARPU, RFM Matrix, LTV Grouping, Session Time, Game Type, Deposit Per User etc) to draw patterns of conversion and identifying the right Target Group for pricing or campaign
• 2) Pricing & Discounting - Cost Benefit / ROI Analysis | Bonus laddering vis-a-vis Deposit Value as per User Segments (tailoring Customized Offer as per User Segment) | Planning & implementation of the overall Retention Spends and achieve growth in Revenue month on month
• 3) Product Marketing - Analyzing the User Journey, identifying key touch points in the User's interaction with the site to optimize User Activation & Retention | Working with the design, development and other teams to ensure execution excellence
• 4) User Campaigning - Scientific Communication Logic driven by complete marketing automation through WebEngage Tool by targeting the Users with appropriate channels - SMS, Email, App Push & Web Push Notifications, In-App, social | OBD Campaigns (Text to Speech Campaigns) to promote offers and conversions | Tracking financial effectiveness of scheduled campaigns through regular reporting, including details of User behavior, Usage , Spend & ROI

Mar 2020 – Oct 2020 · 7 mos

• Leading Category teams working on High-Demand Essential Categories (both B2B & B2C) and managing product portfolio of above 50 cr+
• Driving online traffic growth, by doing exhaustive keyword analysis & increased traffic by more than 2X across categories
• Driving Seller monetization : new sales / acquisition, upsell & cross sell, retention, churn management
• Driving Seller engagement on platform ; Increase transactions
• Responsible for correct assortment of products , web-page enrichment, catalog enrichment, price cleaning and thereby ensuring accurate matchmaking, higher buyer enquiries, and more business
• Key Achievements:
• Worked across diverse categories ; improved active seller base by 31% and transactions by 125%
• Improved SERP / SEO ranking of select categories, to bring Indiamart in top 3
• Increase engagement of sellers in website / app : Increase DAU by 12% & MAU by 21%
• Reduce churn by 15% on focus categories
• Increased Website Pageviews from organic traffic (Google & other search engines) by 27%

Apr 2019 – Mar 2020 · 11 mos

• Contribute to the overall product roadmap across all platforms – web, mobile, apps -- after careful consideration of the needs of internal and external parties
• Automate Buyer Requirement & Approval Process ; saved INR 3 cr per annum by streamlining and bringing in product innovations, by automating 65% of the entire PDLC (Product Life Cycle) by driving front-end and back-end products
• Lead development of new product offerings by conducting market research, user surveys, and the like to understand where and how we can satisfy unmet consumer needs
• Manage the product development process from conception through design, build, release, analysis and iteration
• Strategize most efficient mechanism to capture Voice of Customer (internal/external) pertaining to usage of the product
• Implementation/Tracking/Reporting of Inputs received from stakeholders & work on top impacting items by deep-diving and identifying root-cause.
• Closely work with technology and other product teams to ensure timely execution.
• Ensuring quality of team operations by regular audits and trainings.
• Key Achievements:
• Innovated new web/mobile app products to automate requirement posting journey of buyers; saved cost of 3 cr per annum
• Increase auto-approval contribution to 60%, increase buyer verification by 35%, increase name-fill rate, city fill rate by 30%.
• Awarded as Emerging Star of the Year

Apr 2018 – Apr 2019 · 1 yr

• Stakeholder for retention & winback of 27mn+ customer base & growth in Subscription Revenues amounting to total turnover of Rs.3000Cr
• End to end ownership of Net Adds, and Net share of Revenue; driving ARPU
• Strategic promotions and manage go to market strategies. Owning segmented consumer communication planning & development across all channels like IB / OB (Call centre CRMs), SMS, Email, Dealer CRM, Push Notification, OnTV Ads, TVC’s, print, ATL, BTL, POS, Website, Interactive media, Digital (SEO, SEM)
• Special Projects worked upon :
• Micro-segmentation
• Churn Probable Offer
• IPL Retention Offer
• Award Winning Payterm Offer
• Special Winback Fest
• Mass offerings like Special Regional Packs for Punjab, West Bengal
• Key Achievements:
• Certificate of Appreciation in driving 40% improvement in on-time recharges, improved Winback% by 3.4% bps in 2 years.
• Certificate of Appreciation in projecting or doing exhaustive analysis of base movement / scheme impact / price rise event

Jul 2016 – Apr 2018 · 1 yr 9 mos

• Responsible for driving business growth and revenue of the company across Pan India through innovative retention schemes and offers for both SD & HD Box segment
• Customer Segmentation bucketing, automated Analytics Process, Upsell & Cross Sell process and Churn Analysis.
• Introducing new products and schemes, retailer schemes and promos for incremental revenues and win backs. on the basis of recharge and usage trends
• Campaign Management & planning communication calendars to ensure proper communication to the subs
• Responsible for bucket movements - upgrade and downgrades.
• Projects Worked on :
• Non-Stop / FTA Offer
• New HD LDP Pack
• Churn Probable Offer
• Key Achievements:
• Certificate of Appreciation of bringing business growth in East Zone, in terms of Active base by 50k & revenue by 25%

Jan 2016 – Jun 2016 · 5 mos · Lucknow Area, India

• Responsible for new customer Acquisition and increase SOGA with respect to competition gross adds in the market.
• Responsible for driving quality of Acquisition(T1,T2,T3)by deployment of innovative product segmentation and schemes.
• Driving salesforce to achieve annual operating plan.
• Ensuring trade profitability to increase UAO,UEO,UDSO & ADSO.
• Brand Merchandising integrated with driving of innovative product portfolio to ensure bringing in incremental revenue for UPEast market.

Dec 2014 – Dec 2015 · 1 yr · Lucknow Area, India

• Development of strategy and business plan based on market assessment, quantitative analysis and understanding of the ecosystem.
• Driving innovative segmentation of subscriber base through exhaustive analysis of subscriber KPI based on their usage pattern and buying behavior; driving specific objectives like up-selling, cross selling, adoption, arresting seasonality impact.
• Developing and executing subscriber segmentation, CVM & Analytics, Usage- Enhancement and Retention.
• Responsible for preparing Annual Operating Plan (Revenue, Gross Adds, Net Adds, RR, Traffic & Subscribers) for Lucknow Circle.
• Driving the sales team to achieve Annual Operating Plan.
• Coordinating and managing cross-functional teams including Service Delivery & Sales to derive maximum performance from a product/service.
• Improved REC base (revenue earning customer) by 29% in Vodafone in 1.5 years.

May 2014 – Jul 2014 · 2 mos · Greater Kolkata Area

• Market survey for exploring opportunities in redesigning pre-sales activities.
• Responsible for driving live trade loyalty programs of ITC personal care products.
• Research for identifying gaps in distribution and service and end to end secondary and tertiary business.
• Strategy formulation for brand building and visual merchandising.
• Identifying the potential loss and profit in carrying out the trade loyalty programs in an assigned territory.