Jan 2024 – Oct 2025 · 1 yr 9 mos · Gurugram, Haryana, India · On-site

• Role:
• Led Mobile Marketing & Strategy for MakeMyTrip GCC Business (UAE) for both flights and hotels
• Managed INR xx cr annual Mobile App Marketing budget profitably across Google UAC, Meta and Snapchat
• Highlights
• Improved App Install Penetration from 3.7% to 6.3% to become the 2nd largest OTA in UAE market
• Driving highest new app downloads consistently in UAE market under tight budget and economics constraints
• Improved D30 App Install Conversion by 20% with 5% reduction in CAC by redesigning the new user offer
• Reduced D30 New App Uninstall rates from 32% to 24% by revamping the new install onboarding journey
• Recommended interventions to reduce loyalty program cost by 15% without taking significant hit to business
• Actively involved in hiring and mentoring of members in performance marketing & strategy/analytics team

Apr 2022 – Dec 2023 · 1 yr 8 mos · Gurugram, Haryana, India · On-site

• Role:
• Working with Senior Leadership and cross-functional teams on multiple deep-dives and business strategy planning for various growth programs
• Owned implementation and enhancements of various business dashboards to smoothen Marketing Ops
• Highlights:
• Designed GCC's first multi-tiered loyalty program (MMT SELECT) and simulated profitability of the program construct expected to bring in ~4 lakh incremental transactions at a cost of ~INR 19 crores
• Developed & executed the customer lifecycle plan for the launch of loyalty program during GCC’s first major Brand Campaign
• Designed a RFM based customer segmentation strategy to improve targeting of customer base through CRM and executed various initiatives to win-back Lapsed customers
• Conducted customer lifetime value analysis for paid channel acquired customers to re-evaluate marketing investments allocation
• Implemented a bottoms-up quarterly demand planning process with tracking of critical business levers for quick RCAs
• Designed and implemented the Return on Ad Spend (RoAs) dashboard to generate actionable insights for all paid marketing channels
• Awarded with Go-Tripper of the month for exceptional performance & streamlining GCC Analytics

Sep 2021 – Oct 2021 · 1 mo

• AFS - Mahindra Construction Equipment (MCE)
• Co-ordinated with 35+ stakeholders ensuring readiness of 18 regional launches of the new BSIV
• construction equipment | Drove launch tracker with 10+ metrics to gauge effectiveness
• Recommended optimal pricing for new backhoe loader by interviewing 25+ customers in 4 cities
• Developed a micro-market penetration plan to improve lead generation for new backhoe loader

Dec 2018 – May 2020 · 1 yr 5 mos · Bengaluru, Karnataka, India

• Client : Fortune 50 CPG manufacturer (F&B)
• Developed a media mix model, budget simulator and scaled it across 21 brands in Latin America
• Recommended optimal mix resulted in 10.5% inc. in ROI, $16M inc. in incremental revenue
• Reduced turnaround time for model refresh and reports by ~85% from 1 week to 1 day/model
• Developed an innovation forecasting model and scaled it across 4 portfolios in Latin America
• Achieved forecasting accuracy of ~80%, reduced TAT for model refresh by ~80% from 2 weeks
• Developed a cannibalization estimation model for innovations with ~70% accuracy

Jun 2017 – Jul 2017 · 1 mo · Surajpur

• Analyzed data charts to figure out Yamaha bike's exhaust failure trends on various parameters
• Deconstructed recurring exhaust system issue for one of the bike models, proposed preventive solutions

Jun 2016 – Jul 2016 · 1 mo · Badarpur

• Developed understanding of the essential basics of power plant engineering
• Established theoretical knowledge of the parameters affecting the efficiency of turbine and hence power produced