May 2020 – Present · 5 yrs 11 mos · India

• LoveCoin™ for Local Communities

Jun 2019 – Sep 2019 · 3 mos · Bengaluru Area, India

• Charmboard helps brands with in-video product discovery at scale. Central to the Charmboard experience are Charms - personal visual bookmarks marking a moment that has inspired the viewer. Charms are helping brands build deeper connections with the users.
• I work on go-to-market strategy and design campaigns that bring millions of first-time users to commerce platforms through Charmboard.

Jul 2018 – Jun 2019 · 11 mos

• I have contributed to driving growth at Spoyl through its pivot from fashion recommerce to becoming India's top influencer-led fashion commerce. We have built an e-commerce platform that reaches millennials like nothing else does.
• We have built our acquisition engine on the power of influencers, video, vernacular, and social. Such an engine allows us the flexibility to ramp up our acquisition on demand - with the capability to cater to multiple regional audiences synchronously, in their own language through their favourite content creators.
• We have leveraged YouTube's regional language reach as a key pillar of our user acquisition effort, allowing us to build a brand with national reach and recall within a short span of time.
• Instagram and Tik Tok are equally important channels and our approach to each channel is custom, factoring in the uniquenesses of each channel's content and content format.
• Our phenomenally different approach builds on influencers primarily - leveraging their reach on social with millennials. We have been pioneers on many fronts - launch capsule collections in collaboration with fashion bloggers - Santoshi Shetty, Kritika Khurana; with TV stars like Karan Wahi; with movie stars like Mahesh Babu; with India's top YouTubers like Bhuvan Bam, Dhethadi, Pakkinti Kurradu, Amit Bhadana, Mahathalli, Harsh Beniwal, Sahibnoor Singh, Round2Hell, Khandeshi Movies.
• Our retention engine is fuelled by exciting rewards on shopping and social features such as refer friends, earn points and shop free. Our notifications are highly segmented, real time and personalised based on a combination of user behaviour and demographic information.
• This heady mix of acquisition and retention tactics helps keep CAC low while maximising CLTV, leading to great RoI and reduced dependence on traditional paid channels.
• A well oiled PR machinery, partnerships with payment gateways and wallets, AI driven email marketing are some of the other initiatives that I drive.

Oct 2017 – May 2018 · 7 mos · Bengaluru Area, India

• As Head of Community Growth, I conceptualised, designed, and executed a very exciting campaign called CEO for A Month - setting the tone for future marketing campaigns and aligning with Wooplr's pivot (from B2C to B2B2C) into the fast growing reseller entrepreneur space. The campaign was designed to be viral and we overshot our own participation expectations by 250% overall 1/5th the targeted user acquisition cost. Wooplr's userbase went up 3000% touching 3,00,000 users in a 21 day period.
• To engage at scale this massive base of newly acquired users, I helped design marketing properties utilising social channels for distribution and primarily video for content. This was a new user base for Wooplr and Wooplr was a new product for everyone - we had to quickly train users on the features and earning potential of the new product. I helped ramp up customer engagement capabilities across operations, marketing, and engagement teams.

Mar 2017 – Sep 2017 · 6 mos · Bengaluru Area, India

• At Wooplr, I've led Operations - minimising wastage (RTO, DTO, rejections, cancellations) through a combination of efforts - incentivising prepaid orders, incentivising brands to reduce order processing time, faster shipping time, faster sourcing of international shipments, better targeting on ads, defect measurement on high return brands, apart from driving efficiencies in calling and customer support using technologies like IVR and CRM.
• In the B2B2C model, new processes and solutions particularly for timely payment settlement to a very large base of resellers were architected and implemented by my team.
• As Head of Operations, I also got an opportunity to create a great workplace and a work culture - from designing and building a world-class fashion studio and a modern office to people happiness initiatives - organising a weekly sports schedule, redefining office parties, movie nights, new employee introductions, doodling events etc.

Mar 2015 – Dec 2016 · 1 yr 9 mos · Pune Area, India

• I got down to building new revenue streams (over 9 months - Apr to Dec 2015, I was able to grow revenues from 0 to 8 lacs/m), when our earlier revenue model had to be abandoned - the founders also abandoned us one day and so did the investors. In this desperate situation, I was filling out startup contests/awards/competitions, just about anything I could come across. Won $25,000 in Internet.Org's innovation challenge and got invited to Mark Zuckerberg's town hall live (I am in one of his selfies :D). While we were growing revenue, we weren't growing fast enough. To solve that, I went scouting for potential investors and potential acquisition offers. One materialised in Dec 2015. I had to stick around for a year to facilitate the merger.
• This situation arose due to cash flow problems and had extremely distressing repercussions - a lot of the business team had to be disbanded or moved on, the founders wanted to build an entirely new product - that the investors weren't happy about. Nonetheless, a lot of talented tech resources were moved to the new product - this new product couldn't take off - Letsintern.com was getting neglected, though I could manage to convince a few people - enthusiastic but inexperienced - to fight it out, survive and keep Letsintern alive. I was and still am - very passionate about the internships cause - Letsintern was helping millions of college students attain better career outcomes.

Jul 2014 – Feb 2015 · 7 mos · Pune Area, India

• At Letsintern, I led growth through building distribution for our internships feed. Mostly a partnerships driven growth. Then I had to solve revenue problems by building new monetisation opportunities. I also won a 25000 USD award in Internet.org's Innovation Challenge. This was for a Tier-III and IV growth strategy based on community participation and rural infrastructure. I got an invite to attend Mark Zuckerberg's townhall live in Delhi. We were solving revenue but we weren't growing - and that meant we were slowly dying. To solve this, I had to lead Letsintern's acquisition - which went through in Dec 2015. For one year after that, I facilitated the merger.

Aug 2013 – Jul 2014 · 11 mos

• Develop the strategy for pricing, messaging, packaging, promotion and selling of our products.
• Lead a team of marketers to ensure the success and adoption of our products as they go to market.
• Make data-driven decisions to move the team and product forward and hit company goals.
• Keep the company up-to-date with market trends and competition, and keep us several steps ahead of the competition at all times.
• Measure and optimize the buyer journey as it relates to product feature adoption and usage
• Drive user research and concept development, including persona and scenario development.
• Design studies that address both user behavior and attitudes, and generate actionable insights.
• Advocate for the user throughout the process of proposing, wireframing, and implementing UX improvements.
• Collaborate cross-functionally with design, product management, content strategy, engineering, and marketing.
• Manage content creation agencies and freelancers
• Own brand positioning and messaging.
• Provide creative direction on brand-level video, web, and graphic design projects.
• Evolve and ensure consistency and integrity behind our company’s brand and brand guidelines
• Lead all design and copywriting
• Manage the company’s social media profiles and presence, including Facebook, Twitter, LinkedIn, Google+, Pinterest, and potentially additional channels (Snapchat, Instagram, Vine, etc.).
• Create shareable content appropriate for specific networks to both spread our brand and our content and links
• Listen and engage in relevant social discussion about our company, competitors
• Run regular social promotions and campaigns and track their success
• Work alongside other marketers and content producers to help distribute content that educates and entertains our audience.
• Drive consistent, relevant traffic and leads from our social network presence.
• Explore new ways to engage and new social networks to reach our target buyers

Nov 2011 – Jul 2013 · 1 yr 8 mos · Noida Area, India

•  Development of standardized and customized training and assessment solutions in partnership with SMEs from various disciplines.
•  Identify and implement optimally suited relationships such as Satellite and educational technology partners, academic content partners, and delivery centers across multiple geographies.
•  Research, create, and implement marketing automation solutions to generate and convert leads.
•  Develop, stabilize, and manage financial and operational relationships with investors, vendors, and customers.
•  Create, implement, control, and automate processes to manage operations, customer acquisition, service delivery, and expansion strategies.
•  Institute function-specific roles, knowledge transfer mechanisms, performance monitoring and improvement systems including organizational development calendar.

Apr 2010 – Oct 2011 · 1 yr 6 mos · Gurgaon, India

• I've also led Litmus - a small business unit within NIIT - it was an online assessment solution that we offered to BPOs to streamline their hiring processes. I grew this from a 40 Lac revenue unit to over 3 cr in 1.5 years. I built bigger capabilities for PSU recruitment projects by leveraging partnerships within and outside NIIT. I also led operations and projects for this business unit - highly sensitive projects some aspects of which require extreme secrecy (question papers that can get you government jobs). These projects typically involve setting up the technology to accept lakhs of applications and exam fee online, allocating exam centre to applicants, despatching lakhs of admit cards by registered post, organising multiple sets of exam questions and answer keys across various difficulty levels across multiple disciplines from subject matter experts distributed geographically. Then organising hundreds of exam venues across multiple cities, and an army of exam administrators - proctors, invigilators, security staff - to ensure a high integrity exam environment for applicants. Timely printing, accurate sorting by each exam centre, precisely timed delivery to exam centres prior to exam date, secure storage at exam venue, and secure retrieval by pre-authorised personnel just prior to exam. Accurate reporting of each step in the conduct of exam to ensure all records are in place in case results are disputed by an applicant. Post exam, answer sheets to be collected, stored safely, and despatched back along with records. Safe storage prior to evaluation, result processing, validation, and announcement is a similarly complex exercise.

Jan 2009 – Aug 2009 · 7 mos

•  Ensuring 8000+ registrations on BharatMatrimony.com and 2000+ on IndiaProperty.com every day.
•  Planning and buying online media to attain above objective within a predetermined ad budget (~$ __mn p a)
•  Design, execute, monitor, and optimize Google campaigns worth $ __mn p.a.)
•  Identifying target audiences and analysing their characteristics, behaviour and media habits
•  Establish and maintain healthy business relations with media owners, such as newspapers, magazines and websites
•  Recommending the most appropriate types of media to use, as well as the most effective time spans and locations
•  Researching and analysing historical campaign performance data to enhance future performance
•  Presenting monthly proposals, with media and cost schedules to top management

Apr 2008 – Jan 2009 · 9 mos

• At Matrimony.com, I was responsible for driving revenue through online upgrades versus upgrades from offline. This I did by running an intense campaign calendar that was concurrently regional language based, community-focused - we had 15 communities back then - we grew it to 250+ between 2008 and 9. I could grow this 200% over 6 months. Another exciting experience I had in this role was leading a research on user behaviour data across millions of profiles. We found strong correlation between gender, age, and who had created the profile and upgrades. This insight helped optimise the telesales team's efforts and we started converting 40% more and faster - because now were not cold-calling anymore.

Jun 2006 – Apr 2008 · 1 yr 10 mos · Chennai Area, India

• I started in the publishing industry with RR Donnelley in Chennai as Lead Copy Editor for KPMG. I was the first one here and built a 24-member team. Key responsibilities were primarily workflow and process management, quality control and training, client relations with 53 KPMG offices across US, leading a team of 24 copy editors - all of which led to the business growing from scratch to over 1 mn USD.