Jan 2022 – Jun 2022 · 5 mos · Bengaluru, Karnataka, India

Oct 2021 – Jan 2022 · 3 mos · Bengaluru, Karnataka, India

Apr 2021 – Oct 2021 · 6 mos

Apr 2020 – Mar 2021 · 11 mos

• ✓ Continued to lead the growth-marketing team for all the business units within MX Media and entertainment Pte Ltd
• ✓ Strategic involvement in brand/show marketing strategy to maximize the efficacy of 360-degree media plan
• ✓ Planned multiple 360-degree brand promotions (ATL + Digital promotions) for marque show launches using audience and geo micro-segmentation approach; translated to 18-22% lift in organic user activations for the marque originals
• ✓ Built the growth stack for the recently launched short-form video app ( MX TakaTak) and scaled it to one of India's leading short-form video app with 130 M+ MAUs
• ✓ Liaised with strategic partners (OEMs, Telcos, e-comms) to drive scalable and cost-effective user acquisition for MX TakaTak and MX Player
• ✓ Improved the quality of UA and average user engagement on the platform by enabling multiple tech and product-led interventions
• ✓ Ideated and developed in-house software for audience segmentation and recommendation engine; improved the marketing and product programming efficiency by 35% and 11% respectively

Feb 2018 – Mar 2020 · 2 yrs 1 mo

• ✓ Devised the growth strategy from scratch, driving 5X growth in 8 months and establishing MX Player as one of the largest OTT players in Indian OTT ecosystem
• ✓ Built and led the growth team involving growth managers, PMMs, performance marketers, creative team, and analysts
• ✓ Led successful digital launch of the brand across all the digital platforms along with defining and improving the quantitative impact of brand promotions on overall business growth
• ✓ Carried out key product-led initiatives, aimed to drive a balance between consumer growth and retention of the app

Feb 2018 – Aug 2018 · 6 mos · Gurgaon, India

• ✓ Part of the CEO's office and responsible for ensuring the growth of all the newly launched digital businesses of the firm.
• ✓ Conceptualized and executed a rollout strategy in conjunction with the product, marketing & business teams to achieve 10 M downloads & 4 M monthly users in 3 months for BaaziNow, a live entertainment gaming app
• ✓ Overhauled the growth of other key business initiatives such as CricPlay, a fantasy app, Times Prime, subscription offerings
• ✓ Basis key accomplishments with TIL, was transitioned towards a growth lead role for one of the most hyper-growth potential business of TIL - MX Player

Oct 2016 – Jan 2018 · 1 yr 3 mos

• Led complete performance marketing and customer acquisition via all the digital channels.
• ✓ Responsible for creating the overall digital strategy across search, Facebook, display, Youtube, ad networks and other channels to meet the business targets
• ✓ Built and Led a 4-membered team, responsible for implementing digital marketing initiatives across all the paid channels
• ✓ Liaised with cross-functional teams on product led growth projects for improving the overall conversion rate of the platform
• Key Accomplishments:
• ✓ Scaled paid acquisition to 2X while reducing the digital spends by 40% in a span of 1 year
• ✓ Redefined the overall digital strategy to ROAS model; Net ROAS improved from 0.27 to 0.73
• ✓ Restructured the overall SEM account based on Keyword level segmentation reducing the overall CPC by 40%
• ✓ Successfully Integrated Adobe tool(AMO) with adwords to optimize the SEM performance based on machine learning models
• ✓ Planned quarterly & monthly sprints for development of SEM landing pages; Streamlined the landing page development cycle in coordination with business, tech & design team for time-bound execution
• ✓ Developed & tested the hypothesis based on user interaction with various components of SEM landing pages through split A/B testing leading to SEM conversion rate improvement by 30%

Jan 2016 – Sep 2016 · 8 mos

• ✓ Established Facebook as the major source of app acquisition; contributing 50% of overall app acquisition
• ✓ Reduced Facebook CAC by 70% with 2X increase in scale & ROAS through innovation in creative & optimization strategy based on stronger consumer insights
• ✓ Implemented DPA for web and app retargeting improving
• the reengagement efficiency by 50%
• ✓ Spearheaded YouTube as a channel to drive performance as well as brand awareness through targeted regional creatives

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

• As a part of core-team, i handled Business development, product and marketing strategy for the firm.
• ✓ Streamlined operations, standardized processes, and devised marketing strategy to expedite the launch in 140+ cities
• ✓ Launched Kitchen appliance vertical. Onboarded top brands like Whirlpool, Voltas, and BlueStar enabling the firm to double the revenue in a short span of two months
• ✓ Structuring and optimizing the entire Adword campaign to reduce Customer Acquisition Cost(CAC) and improve other account parameters
• ✓ Performance evaluation and comparison of leads through different marketing channels and monitoring the impact of product modifications
• ✓ Key metrics identification to understand consumer behavior for product and marketing
• campaigns' optimization
• ✓ Identifying the drop-offs and improving the product Conversion funnel
• ✓ Landing page creation and it's Optimization for effective SEO

Jul 2014 – Nov 2014 · 4 mos · Taloja, Navi mumbai

• As a Graduate Engineer, have worked on different projects involving standardization and efficiency improvement of the process and operations along with providing feasible, efficient and economic solutions to different problems associated with operations, equipment, production and quality.

May 2013 – Jul 2013 · 2 mos · Zuarinagar, Goa

• Computed and compared the theoretical energy consumption of ammonia plant with feed as naphtha and Natural Gas. Recommended the raw material reformulation based on cost optimisation and specific energy consumption.

Apr 2013 – Apr 2014 · 1 yr · IIT Kharagpur

• Managed and Coordinated with a team of 45 members(Literary,Design and sponsorship) to bring the campus monthly Hindi newsletter. Pioneered and conceptualized various journalistic events in spring fest with participation over 500 students. Instrumental in collaboration of Awaaz with Spring fest and Entraprenuership-Cell.

Jul 2012 – Apr 2014 · 1 yr 9 mos · IIT Kharagpur

• As a mentor mentored the first year UG students by providing proper academic and extra-academic guidance.