Dec 2019 – Nov 2020 · 11 mos · Gurgaon, India

• LBB is a product and brand discovery platform which helps local businesses in India find consumers and grow their business. More at - lbb.in
• Responsible for driving acquisition and growing activation & retention rates.
• Product Management - A normal day at LBB would be - identifying problems (by looking at the data, talking to users, talking to internal stakeholders), validating assumptions, conducting user interviews, prioritizing problems to solve, collaborating with product designers and engineers to find solutions.
• Some of my projects include - enhancing the user onboarding funnel, revamping the home screen experience to improve activation and retention, referral program to drive app install growth, features to improve user activation, revamping user profile and rewards program.
• Overseeing performance marketing efforts; responsible for providing direction to the team. Building a culture of continuous testing. Scaled Google search ads (across brand, non-brand generic categories) and UAC in the first couple of months (with a strict focus on ROAS) along with improving quality of users coming from Facebook ads.
• Retention - Improved activation rate (leading indicator for retention) by 10% within a span of 3 months. Responsible for notification strategy to improve engagement and reduce churn.
• Metrics - Responsible for keeping an eye and improving on DAUs, WAUs, MAUs, avg.time spent, activation, retention, feed engagement, fulfillment rates, avg.post viewed per user, funnel analysis, activation cohorts, uninstall & churn rate.
• Within 3 months, improved user onboarding funnel by ~100%. 83% of users now move from app installs to app home screen vs 40% users only moved to app home screen in the old funnel. Further improved our D1 retention to 24% from 15% and D2 retention improved to 14% from 8%.
• At LBB, I reported to the co-founder which gave me a bigger picture and allowed me to understand exactly how every project contributed to company growth.

Apr 2019 – Dec 2019 · 8 mos · Gurgaon, India

• Driving acquisition for Uber for Business across Asia pacific region.
• Key responsibilities:
• Run all performance marketing and acquisition efforts to drive adoption of 'Uber for Business' self-service product
• Planning and allocating marketing budget across different digital channels and offline channels
• Test and scale online campaigns across all digital channels (Facebook, Google Search and Display, LinkedIn)
• Involved in writing creative briefs for all digital ads and content
• Stakeholder management - Liaison with global marketing team across regions to exchange learnings and local sales team to understand the problems and inculcate the offline learning to online channels
• Set up and scale tele-marketing lead generation process for small and mid-market segment
• Ran database based email marketing campaigns to drive lead generation
• Create and manage effective marketing dashboards for channel level reporting
• Create reports in Salesforce to drive meaningful insights for marketing campaigns
• Create lead generation forms and landing pages in marketo to build a smooth lead flow process
• Find and organise events for enterprise team for brand building and lead generation (for instance, Uber for Business was present during the Times Jobs Workplace 2025 event in Delhi, August’19)

Jun 2018 – Apr 2019 · 10 mos · Gurgaon, India

• Responsible for lead generation for Uber for Business across the Asia pacific region
• Key responsibilities:
• Run all performance marketing efforts to drive lead for Uber’s enterprise segment across Asia (majorly India, Australia, New Zealand, Hong Kong)
• Budget planning and allocation of budget across different digital marketing channels (Google Search, Display, Facebook, LinkedIn)
• Stakeholder management - Liaison with the global marketing team to share learnings. Work with the local sales team to take their offline learning and inculcate them to online campaigns
• Write briefs for all digital ads and content
• Create and manage marketing dashboard for effective reporting

Oct 2017 – Jun 2018 · 8 mos

• Selected to be a part of the first Growth team at Grofers
• Key responsibilities:
• Drive user acquisition and re engagement across different categories and cities where Grofers is present
• Involved in all digital marketing planning and responsible for end to end execution of campaigns across Facebook, UAC, Google Search and Display
• SEM - Keyword research, regular SQRs to add and remove keywords, bid optimization, budget allocation, campaign structuring, Youtube ads and UAC
• SEO - Create content for the new landing pages and improve existing landing pages with on-page and technical SEO best practices. Build back links to improve domain authority
• Facebook ads - run and test audiences on Facebook, A/B test landing pages, national vs city campaign testing, creative A/B testing, campaign optimization
• Liaison with Facebook and Google team to maintain relationships and follow the best practices and explore new solutions
• Liaison with in-house category team to help them grow particular categories

Jan 2017 – Sep 2017 · 8 mos

• Joined the brand team at Grofers to maintain the brand presence across all social media channels (Twitter, Facebook, Youtube, etc)
• Major responsibilities being maintaining a social media calendar and planning well in advance with a list of all fluid and fixed content.
• Worked with marketing design team and copy writers to ensure smooth and timely execution.
• Also created content for the company blog and looked at the PR activities in the absence of a PR team member.

Jun 2015 – Dec 2016 · 1 yr 6 mos

• Responsible for maintaining ORM (online reputation) for Grofers across Facebook, Twitter, Google play store.
• Worked with the operations team to bridge the gap and sort out customer escalations.
• Worked with marketing team to bridge gap b/w the support and marketing function.
• Created daily reports with insights on major escalations and ensuring these were communicated with the major stakeholders.
• Managed a 8 member team very early on in career and gave me a good leaning of what not to do when managing people :)

Jun 2013 – Jul 2013 · 1 mo