Jan 2021 – Present · 5 yrs 3 mos · Singapore

• 91Ninjas is the GTM partner for 95+ SaaS & AI businesses across US, SEA, UK, Dubai, and India.
• If you want to discuss a business problem, we can help with, just drop a line at hello@91ninjas.com and we would love to have a chat!

Mar 2019 – Mar 2020 · 1 yr · Gurgaon, India

• Led digital marketing & brand at PayU India. The role involved creating growth strategies for the business, working alongside product, analytics, and sales team to create a roadmap for growth, allocating annual marketing budget across all marketing activities to get the best ROI, driving the team and other stakeholders to achieve desired results.
• Set up and structured the marketing team into five sub functions - Brand (Social Media, Consumer Research, Events, Influencer Marketing, Brand Communication), Demand Generation (Acquisition Campaigns, Inbound Marketing, SEO), Marketing Automation (Automated lead nurturing, contextual cross selling and up selling), Product Marketing (Product positioning, GTM and adoption) & Growth (Special projects/experiments that increase revenue - Referral, Database marketing for segmented users etc)
• Led integrated marketing campaign to launch PayUnow (our long tail product) to solve for payment collection problems of 50mn+ SMEs in India. PayUnow brand film was awarded one of the best ads in the industry
• Reduced CAC by 50% across our web and mobile properties, improved onboarding funnel by 200% through product /process optimizations, increased business revenue by 6% by up-selling and cross selling products via automated, highly personalized nudges triggered based on user behavior and increased blog traffic by 6 times in 4 months at zero cost
• Created an intelligent central system for customer lifecycle management. The idea was to have one view of PayU’s user across teams and then have contextual conversation with her

Sep 2017 – Mar 2019 · 1 yr 6 mos · Gurgaon, India

Sep 2016 – Sep 2017 · 1 yr · Gurgaon

• With a small team, led - Marketing Automation (Automated customer lifecycle management), Demand Generation(Inbound marketing, SEO, automatic lead nurturing) and Brand (Consumer research, Influencer marketing & Brand Communication)
• Reduced CAC by 10% through an in depth SEO strategy. Grew organic traffic on the blog by 100% MOM. Increased funnel conversion by 5% through marketing automation.
• Was a core part of the team while launching our first TVC - “Car Becho Best Price Mein”. Found consumer insight, designed brand communication and positioning basis the insight and ensured that it flowed into all channels

Jan 2016 – Sep 2016 · 8 mos · Gurgaon, India

• Joined Cardekho after our startup​ ​Connecto.io​ was acquired by them. After sometime, I moved to their e commerce vertical to lead dedicated marketing effort to reduce CAC & ensure an organic growth of the portal in the long run.

Jan 2014 – Jan 2016 · 2 yrs · Gurgaon, India

• Was a core team member of Connecto.io - a SaaS startup that helped businesses increase conversions by segmenting users, creating rich user profiles, personalizing their experience and automating communication. We successfully exited the business in 2016 when Girnarsoft acquired Connecto.
• Headed overall marketing and account management there.
• Scaled up the business from scratch. We had 200+ paying customers, served ~500+ million users across 1000+ websites in 5 continents.

Jan 2012 – Jan 2013 · 1 yr · Greater Delhi Area

• Was a founding team member of Rangiru - an e commerce marketplace for handmade and ethnic lifestyle goods. We scaled up the business to 50 orders per day with 100 + artisans on board. Managed the business end to end when it was being wrapped up.

Jan 2011 – Jan 2012 · 1 yr · Rajasthan, India

• Got selected via campus placement. Key responsibilities were to promote the agriculture portfolio of the bank, assess the risk of default & disburse loans accordingly, tracking NPAs & loan recovery.

Nov 2010 – Jan 2010 · 2 mos · Pune

• Worked with the Alignor team to design the course for Shantidoot awareness camp which they organized in a village in Jodhpur. Alignor, in collaboration with NLU Delhi, used the material in their awareness camps.