Feb 2021 – Sep 2021 · 7 mos · India

Jan 2021 – Jun 2021 · 5 mos

Dec 2020 – Nov 2021 · 11 mos · India

Jul 2020 – Jan 2021 · 6 mos · Gurugram, Haryana, India

• Led the project to move the website to React
• Set up and grew affiliate marketing
• Worked on Increasing the ROI of FB ads by 40%

May 2020 – Nov 2021 · 1 yr 6 mos

Apr 2020 – Nov 2021 · 1 yr 7 mos

Nov 2019 – Dec 2019 · 1 mo · India

Oct 2019 – May 2020 · 7 mos · Gurugram, Haryana, India

• Heading Marketing and Digital Strategy for OrangeSomething.com, a startup inside of Grofers.
• Responsible for P&L and EBITDA, became EBITDA +ve within 5 months.
• Scaled up from 600 orders/day to 4,500 orders/day within 5 months, while also increasing the AOV by 3x and ROI by 4x.
• Net marketing cost per order was under INR 45, the website had an industry-leading conversion rate of 8% plus.
• Led a team of digital marketers and creative designers.

Aug 2019 – Oct 2019 · 2 mos · Greater Delhi Area

• Played my part in trying to provide a safer alternative to 110 million adult smokers in India. Business had to shut down due to the Indian government placing a ban on ENDS (Electronic Nicotine Delivery Systems).

Oct 2017 – Aug 2019 · 1 yr 10 mos · Gurgaon, Haryana, India

• Product Management:
• Drove vision and built the roadmap for the website.
• Completely revamped the website design, giving it a more lifestyle-oriented look and feel, in-sync with the growth of the brand. Increased conversion rate by 15%, halved the site load speed and boosted user engagement by 30%.
• Leading the SEO initiatives, ranking in top 2 for the most searched keywords in the category. Enabled AMP on the website to boost this further.
• Undertook website optimizations like Exit intent popups and product recommendations, which increased the revenue by up to 15%. Onsite implementations like shoppable Instagram increased session duration by 300% and conversions by 60%. Maintained an above industry average conversion rate of 4% at scale.
• Built a chatbot on FB messenger which helped increase the productivity of the customer care agents by up to 10%.
• Marketing:
• Handled Facebook, Google and Affiliate Marketing, enabled the website to become operationally profitable.
• Set up personalized email flows on each step of the user journey. Email and SMS retention marketing contributed more than 20% of the overall revenue.
• Amongst the first in the country to implement marketing and abandon cart recovery on Facebook Messenger. Enabled Messenger chatbot on the website, increased the efficiency of customer care executives by more than 10%.
• Alliances and Partnerships:
• Handled Strategic partnerships with brands like Cred and PayTM First, tactical ones with mass brands like Cure.Fit and USPA and niche brands like Townscript and StepSetGo. Heading payment partnerships with the likes of PayTM and PayPal.
• Operations:
• Reduced RTO(Return to Origin) orders by up to 60%, by implementing a unique mix of measures.
• Undertook initiatives like offering a flat discount on online payment, which helped reduced COD orders and hence RTO. Increased prepaid orders by 400%.

May 2017 – Sep 2017 · 4 mos

• Leading the Product Management, Research and Analytics domain, including contributing towards firm's medium-term strategy. Managing a team size of 7 people, spanning across development, digital marketing, content management, AI operations and User Experience (UX). Reporting directly to the CEO.
• During the current tenure of 4 months:
• Increased visibility and usability of various product features. by completely overhauling the UX
• Successful implementation of in-app wallet and invite and share feature
• Successfully launched Audio Consultation and a complete UX overhaul
• Increased the average session duration by 33% (from 4.5 min to 6 min)
• Increased crash-free sessions from 80% to 98%
• Sessions per user per day increased by 20% (from 1.2 to 1.45)
• App became the number 1 trending healthcare app in India for a period of 1 week
• Proper prioritization of AI operations increased the accuracy of AI from 40% to 85%
• Created a cohesive strategy to close the virtuous loop of user engagement
• Conducted regular testing of the product to ensure that it stays bug-free
• Cross-functional interaction with business development team
• Marketing Initiatives:
• Market survey to increase the delivery area of the new food-delivery venture by 15%, by adding 3 more areas to the existing 20 areas
• Designed the Loyalty Program for the new food venture, striking a balance between creating repeat orders and providing true value to the customer
• Devised a cross-selling strategy by incentivizing users of one platform to use another by offering attractive schemes
• User-Experience Initiatives:
• Assisted the UX designer with secondary research to improve the usability of the app
• In absence of a UX designer, created a blueprint for the User Interface for the new food venture, ranging across landing page, order status, feedback, loyalty, customizations, and cart structure

Jan 2017 – May 2017 · 4 mos

• Led the domains of Business Analytics and Product Operations. Reported directly to the CEO.
• Major responsibilities during this time were:
• Business Analysis:
• Analyzed and reported usage trends from data coming in from Google Analytics, which helped in pinpointing and eliminating major pain points
• Reduced dropoffs from various screens by 20% and increased them for the chat screen, which was the default screen at that time
• Conducted regular testing of the product to ensure that it stays bug-free
• Research:
• Did regular research on a wide-range of topics as and when required by the CEO
• Increased the mobile app's ranking by 40-50 ranks on an average for major keywords by employing App Store Optimization (ASO), started ranking in top 10 for major ones
• Did a detailed competitive analysis. It helped in identifying ways of improving the AI, and the type of questions asked by our chatbot
• Summer Internships:
• Mentored 2 interns at a time for 2 months from Tier-1 B-Schools
• Analyzed summer internship projects for using the improving upon and adapting the best inferences in our product
• Miscellaneous:
• Managed consultation operations
• As a part of the product team, successfully launched the Hindi version of the app

Dec 2016 – Jan 2017 · 1 mo

• Received a full-time offer on completion of 1 month, for an internship that was supposed to be of a duration of 2 months.
• Learned and worked on web analytics for mobile apps
• Assisted the core team with their research requirements
• Learned and undertook user-testing of the app
• Also undertook video editing activities as per the requirement of the organisation