Aug 2024 – Oct 2025 · 1 yr 2 mos · Jodhpur, Rajasthan, India

• India’s leading Govt. exam institute with a 22-year legacy, offering online courses and offline centers in 4 cities; now part of Physics Wallah Group.
• Leadership: Directed an 18-member cross-functional marketing team (performance, SEO, content, design, CRM) with clear OKRs tied to P&L, fostering collaboration with product, sales, and operations to deliver scalable, high-ROI campaigns.
• AI & Automation: Deployed AI workflows (n8n) to automate trending topic discovery, AI script generation, and SEO content ops—cutting manual work 50%, scaling creative tests, boosting CTR, and lowering CAC.
• Performance Marketing: Architected Google App and Meta campaigns using geo-tiering, refined audience segmentation, A/B testing, and creative sprints; tracked CAC/CPT and funnel KPIs; achieving ROAS 6.5 and cutting cost per transaction by 35%+.
• SEO: Led an SEO-driven site revamp with UX improvements, Core Web Vitals fixes, and CTA optimization; established the current URL strategy and brand guidelines during the new build, generating 20,000+ additional sign-ups (12% of Overall).
• Lifecycle Marketing: Designed MoEngage journeys triggered by lifecycle stages and in-app actions (post-signup offers, transaction recovery, plan-expiry renewals) across SMS, WhatsApp, push, and in-app banners - boosting user retention by 20% and speeding up conversions.
• Event Marketing: Executed flagship offline events like the Alakh Pandey Grand Meetup (5,000+ attendees, 20,000+ leads) and planned seminars in colleges across multiple cities to build brand awareness and generate high-intent leads.

Oct 2023 – Jul 2024 · 9 mos · Chandigarh, India · On-site

• Team Management: Strictly follow "Task-oriented" and "Pacesetting" leadership style. Leading a team of 16 including Influencer Marketing (3) Performance Marketing (1), Graphic Designers (3), SEO (3), Social Media Manager (2), Content Writer (3), MIS (1) etc.
• Campaign Launches: Successfully spearheaded and executed multi-channel marketing campaigns for new products and features, driving a remarkable 45% increase in overall user acquisition from digital channels and an impressive 25% boost in the Average Order Value (AOV) of premium users for the company.
• Performance Marketing: Revamped Google and Facebook ad campaigns through experiments on campaign structure, conversion events, audience, and ad creatives to improve CTR, ad relevancy, and conversion rate; resulting in a 52% drop in cost per signup and a 40% increase in user registrations.
• Product Marketing: Developed and executed multi-channel product marketing campaigns targeting different user cohorts based on their funnel stage (e.g. app, web, push notification, email, pop-up banners), resulting in a 40% increase in user engagement and a 25% increase in product adoption.
• SEO: Optimized website content and architecture for high search volume keywords. Collaborated with the tech team to meet Google's "Core Web Vitals" requirements. Led SEO team to generate traffic with content-rich resource pages using "hub & spoke" strategy for each content category.
• Influencer Marketing: Our impactful influencer marketing on YouTube and Instagram, with highly relevant influencers, achieved a remarkable 70% reduction in cost per view for our YouTube channel within a year. Streamlining onboarding with a comprehensive PDF deck enhanced efficiency, solidifying our industry authority.
• Analytics: Enabled event-based tracking with Appsflyer for Android and iOS apps and integrated website properties with Tableau for comprehensive source/medium level funnel tracking, resulting in improved registration and sales tracking.

May 2022 – Oct 2023 · 1 yr 5 mos · Chandigarh, India · On-site

Sep 2018 – Apr 2022 · 3 yrs 7 mos · Remote

Nov 2017 – Jul 2018 · 8 mos

• Worked with the CEO to conduct bi-weekly meeting with 3 other department heads to discuss goals, updates, and challenges, increasing productivity across departments by 20% MoM.
• Launched and managed nationwide SEM (Search, Shopping, and Display) and Facebook Ad campaigns in key markets of UK,
• Germany and France with 30%+ MoM sales growth and 20% MoM reduction in acquisition costs.
• Driving digital marketing strategy and execution for performance and brand campaigns across platforms- Push Notifications,
• Display, Facebook (Ad manager), Email platforms (SendGrid & ORACLE Responsys).
• Raised repeat purchase rates by 25% over a 1-year period by implementing personalised dynamic re-marketing campaigns across channels (Display, Email, Facebook, Web & App Notification).
• Leveraged "Test & Control" approach on all marketing initiatives/ activities to improve program results and increase impact on revenue.

Nov 2016 – Nov 2017 · 1 yr · Bengaluru, Karnataka, India

• HolidayIQ is the largest Online Travel Community in India. HolidayIQ have grown into a large community with more than 50 lakh travellers planning their holidays every month! It provides information on over 30,000 Indian hotels and 1500 Indian destinations.
• Managed planning and execution of Performance marketing (Google Search, Google Display and Facebook Ads) with a budget of $100,000 per month.
• Implemented industry best practices for Ad copy with A/B testing, keyword optimisations, campaign structures, landing page analysis to uplift relevancy and conversion rates.
• Strategizing, Building Framework and Executing for highly targeted Google and Facebook Dynamic Remarketing Ads. To retarget the website visitors with the most relevant and engaging personalized content to attain better ROI.
• Initiated Email Marketing automation (Drip Campaigns) using ORACLE Responsys tool, delivering over 20 MN E-mails/ month at above 13%+ Open rate and 9% Click Rate. Liaised with digital affiliate partners to develop novel approaches and strategy, to continually improve campaign performance and overall affiliate partner relationships.
• Initiated innovative automated E-mail and dynamic remarketing campaigns to promote India's largest travel community in domestic and international destinations, drive bookings, increase review collection and build awareness.

Jan 2015 – Jan 2016 · 1 yr · London Area, United Kingdom

• Managed and deployed profitable SEM (Search, Shopping & Display) & Facebook ad campaigns with a monthly budget of £ 50K.
• Deduced the importance of CTRs on FB ads and guided the communications team on image and copy.
• Developed content for consumer website, online advertising/media, and email communication.
• Oversee strategy for Corporate Sales Programs and expansion of corporate client base.
• Grew email subscriber list from 300 to 22,000 in 1 year by introducing lead capture mechanism in pop-ups and contact forms.