Nov 2022 – Present · 3 yrs 4 mos

• Games24x7 is India's most successful gaming business with a full-stack portfolio of Skill Games and Casual Games. Backed by marquee investors like Tiger Global and The Raine Group, Games24x7 aims to aggressively grow its portfolio, including expansion into international markets. Visit www.games24x7.com for more information.
• Led & mentored a 10-member analytics team focused on marketing & product analytics, growth, attribution, and customer journey optimization across the product.
• Drove product strategy by analyzing clickstream data to map user journeys, identify drop-offs, and run hypothesis-driven product experimentation, improving conversion by 20%.
• Identified user segments for customizing product pricing, marketing offers & game formats by analyzing behavioral patterns, improving conversion by 15% and early retention by 12%.
• Ideated location & profile based user segmentation framework for campaign targeting & lead pricing strategy for acquisition sources, improving ROI on acquisition spends by 10%.
• Played key role in annual business planning with INR 500+ Crores annual budget, projecting new acquisitions, LTV and revenue across markets.
• Partnered with leadership to translate business goals into analytics roadmaps, prioritizing high-impact initiatives aligned with product OKRs.
• Influenced stakeholders through actionable narratives via insights derived from key analytics initiatives to shape the annual marketing & product roadmap.
• Partnered with product, marketing, and data engineering teams to build and maintain scalable low-latency data pipelines and automated dashboards for tracking business critical metrics.
• Defined instrumentation plans and collaborated with engineering to ensure event tracking and data quality for critical business metrics.
• Owned storytelling dashboards for leadership using Tableau, driving visibility into business performance via conversion, retention, and revenue levers.

Apr 2019 – Nov 2022 · 3 yrs 7 mos

• Established fraud pattern detection framework for affiliate channels using SQL and Tableau, saving INR 2.5 Crores+ annually.
• Co-developed conversion probability models and pricing personalization engines in collaboration with the data science team.
• Built alert systems for cohort-level performance tracking, saving RCA time and improving decision-making agility.

Nov 2017 – Apr 2019 · 1 yr 5 mos

• Led performance marketing team with a budget of INR 20 Crores/month, achieving 2.5x acquisition growth over 2 years.
• Collaborated with data science to optimize creative spends through algorithmic automation, saving INR 23 Crores annually.
• Initiated attribution modeling improvements to link organic/word-of-mouth channels with source ROI.
• Established AB testing experimentation frameworks for creative testing and landing page optimization.

Jun 2015 – Feb 2017 · 1 yr 8 mos · Noida Area, India

• Achieved growth in traffic, conversions, and revenue from email channel by leading Email, Engineering, Design & Digital Analytics teams to:
• Develop the framework for Segmentation & Personalization of creatives based on User Clickstream patterns, by integrating Oracle Responsys (MarTech solution) & Gamooga (channel partner). Resulted in ~1.9X email click rate
• Formulate automated Send Time Optimization Model architecture. Led to ~2X email open rate & ~15 man-hours savings per day. Selected among top-5 finalists globally in “Best Use of Data” category for 2017 Oracle Markies Awards (Marketing Cloud, USA)
• Incorporate In-Page Personalized Product Recommendations widget on landing pages using an algorithm based on User Browsing History, to show relevant products to the repeat visitors, resulting in ~1.2X conversion rate
• Conducted customer interviews to understand customers’ preferences & pain points. Priority action items included syncing up with category managers & engineering team to revamp product page structure, & with logistic team to help address the delivery issues
• Led the product enhancement ideations, such as Quick Buy & Product Videos, for select products. Built use-cases & wireframes for implementation on the website & landing pages, resulting in ~1.15X conversion rate
• Led a team of 7 designers to conceptualize the wireframes & content for digital marketing campaigns
• Formulated the association rules for site recommendation engine using Apriori Algorithm, resulting in ~1.1X conversion rate
• Developed the media spends analysis (using regression model) to understand the impact of spends on digital channels, such as Email, Paid & Social, on the total revenue. Insights helped in prioritizing the marketing budget allocation across channels
• Skills: SAS, SQL, Google Analytics, Oracle Responsys (MarTech), Python, R, Tableau, Google Adwords & Hotjar (heatmap analysis)

May 2012 – Apr 2014 · 1 yr 11 mos · Bengaluru Area, India

• Recruited cross-functional team of 11 individuals; set overall direction for website design, and marketing including social media marketing and search engine optimization
• Owned customer research and built user personas through surveys and interviews; designed 50+ wireframes and defined feature specs to enhance customer experience
• Led development team of 6 engineers (outsourced) and launched product prototype for 100+ beta testers

Apr 2012 – Mar 2014 · 1 yr 11 mos · Bengaluru Area, India

• Strategy: Generated $7 MM annualised incremental revenue by establishing framework on consumer behaviour around major life events, such as marriage/new job, which led to “Event Driven Marketing Strategy;” awarded the “Business Transformation Award”
• Modelling & Sales Force: Achieved 25% improved sales by developing propensity models for customer targeting, & initiating weekly report to monitor the performance of sales force and optimize the marketing campaign strategies
• Operations: Resulted in $2 MM cost savings by developing strategies for migrating customers to self-service channel (ATM).
• L&D: Led a team of four analysts on analytical and modelling projects; trained them on sharpening technical and business skills.

Oct 2010 – Apr 2012 · 1 yr 6 mos · Bengaluru Area, India

• Strategy: Generated $6 MM annualised incremental revenue by leading a cross functional team to formulate the framework for identifying 13,000 high value customers who could be targeted for new “Top-Tier” segment; awarded the “Team Star Award”
• Strategy: Achieved $6.5 MM annualised incremental revenue by conceptualizing an optimal contact strategy for customers, spanning across multiple channels, and identifying latent opportunity for marketing campaigns in 2012
• Digital Marketing: Achieved $2 MM annualised incremental revenue by developing pilot framework for analysing performance of online marketing search and display ad campaigns, which helped in assessing and re-strategizing future online campaigns
• Finance: Spearheaded an initiative to standardize performance metrics such as Revenue, ROI, EBIT, and Cost of funds (fixed and variable) across eight countries which resulted in better benchmarking of regional performance

Sep 2009 – Oct 2010 · 1 yr 1 mo · Bengaluru Area, India

• Marketing Strategy: Generated $1.5 MM annualized incremental revenue by establishing additional targeting methods for “Cross Sell” campaign for optimally segmenting customers in the growth phase of the life cycle; awarded the “Spot Award.”
• Finance: Developed financial pro-forma goals for marketing campaigns based on NPV analysis of expected campaign revenue.
• Operations: Resulted in better alignment of products with bank’s goals and an improved customer satisfaction by leading “Product Migration” initiative. Evaluated existing products and tested new offerings for 1.3 MM customers, resulting in elimination of twenty redundant products.

Jun 2008 – Aug 2009 · 1 yr 2 mos · Mumbai Area, India

• • Process gain: Achieved 20% reduction in data warehouse utilization by building efficient data transformation process for Deutsche Bank, USA. Also, provided reports on regional balances and revenue growth resulting in better analysis of bank’s performance.