Apr 2022 – Jul 2022 · 3 mos

Jan 2022 – Mar 2022 · 2 mos

• Worked to grow the product in India.

Jan 2021 – May 2021 · 4 mos

• Along with ongoing tasks, increased focus on internal projects.
• One of the best companies to work for.

Oct 2019 – Jan 2021 · 1 yr 3 mos

• Worked with some of the biggest startups in India in the Education, Payments, Banking, Travel and E-commerce verticals, who leverage AppsFlyer to take informed decisions on marketing and product growth.
• As CSM, I ensured that the product does not go under-utilised.
• Day to day tasks involve tying customer outcomes with platform offerings to ensure customer success.
• Primarily involved in complex pre-sales technical support, seamless onboarding and customer lifecycle management and opening up the feature utilisation funnel to enable upsells.

Dec 2017 – Oct 2019 · 1 yr 10 mos

• Mobile Marketing (Install + Engagement) via Google, Facebook, affiliates and other partnerships, Fraud Prevention + Digital Marketing Channel planning. (Budget allocation Yearly, Monthly and Weekly to all marketing channels)
• Mobile Marketing -
• Set up all processes from scratch.
• Conceptualized cohort reports based on raw data and started budget allocation based on Retention and ROAS which helped us move to a CPS model on app installs instead of standard CPI. Consequently, we more than tripled the ROAS from Affiliate campaigns.
• Moving to this model also helped reduce CPI by more than 40%.
• Drove engagement through all Major channels such as FB, Criteo, RevX, RTBHouse etc.
• Fraud Prevention -
• Set up several rules using Appsflyer's Protect 360 to block suspicious installs.
• Drove the integration of Adobe analytics and Appsflyer to get Appsflyer data mapped to users in Adobe Analytics.
• This integration in turn helped us with fraud measurement and set up custom rules based on logic developed internally and block fraud installs further. Observable bot frauds were down to almost 0% after this.
• Planning -
• Have ownership of assigning budgets to all digital marketing channels month-on-month.
• This requires me to liaise with business and Digital marketing teams to plan accordingly and assign revenue targets to channels based on the category mix for that month.
• Among other things, I also take care of the team's feeds and am the POC for all tech processes. I also train colleagues in MS Excel and Adobe Analytics.

Sep 2016 – Dec 2017 · 1 yr 3 mos

• Set up the campaigns, set up rules for product feed item price and inventory freshness for PLA (AIU, Inventory feed - Did not proceed with content API because of tech limitations)

Aug 2015 – Aug 2016 · 1 yr

• Working for Rocket Internet’s fashion venture in India, I’m the point of contact for SEM, Display and Google Remarketing. In this position I am responsible for complete annual budget over Google AdWords (Search, Display) and Yahoo/Bing search platforms in a highly competitive online fashion space. I communicate account performance on a weekly basis in review sessions with top management.
• Drive quality app installs and sessions via Search at Low CPIs and implemented new logical grouping for the App install account. Have done the Same via upper funnel display Advertisement and Video Ads as well.
• Focused on driving quality traffic while keeping CAC under control and maintaining ROI.
• Lead the implementation of the Content API for shopping which eliminated several problems in PLA. Also assisted in the implementation of certain feeds for AdWords, all while in direct communication with the teams involved.
• Used simple predictive modelling techniques in Excel to for monthly budget planning.
• Alongside this, I have used my skills to assist other teams in several daily tasks such as reporting automation by advanced use of MS excel through VBA (macros).
• Have caught fraud affiliate networks who were using various means to cannibalise traffic by observation of online advertisements and analysing data.

Jan 2015 – May 2015 · 4 mos

• Automated several processes such as reporting, Ad Group creation and Bid Adjustment using AdWords scripts and gained proficiency in AdWords.
• Understood PPC concepts and their application in real time scenarios.
• Gained expertise in Microsoft Excel.