May 2021 – Dec 2021 · 7 mos · Mumbai, Maharashtra, India · On-site

• Responsible for Paid acquisition, retention, & engagement of new users
• Leveraging Google, Facebook, OEMs, & Affiliate channels
• Adoption of Incrementality tests to identify positive uplift of paid platforms for churning & dormant user cohorts
• Brand Marketing: Amplification of hashtags, key celebrity on-boarding, tent-pole content
• Creative Collaboration with XFN: A/B testing celebrities, creators, languages, content category etc.
• Key stakeholder for Product-led initiatives and development for Growth Marketing

Jun 2020 – May 2021 · 11 mos

• Lead Performance Marketing for MENA & Turkey for Main & Lite version
• Key stakeholder for adoption of Automation ads within multi-geo user growth teams
• Bridging gaps and improving platform to increase efficiencies spent on creating and planning paid campaigns on Google & Facebook
• Adoption of automation in FY'21 Q1: MENAT: 100%, while from 0% to EU: 80%, US & JP: 70%
• Established SOPs for Global use on:
• Collaboration of User Growth with Brand Marketing
• Effective use of Facebook for SFV

Feb 2020 – Jul 2020 · 5 mos

• Handling Performance & Brand Marketing campaigns for TikTok in India
• Responsible for User growth strategy & execution
• Improved media-mix by ~25% in FY'20 Q1, which helped reduce dependancy on one channel
• High retention users from Paid helped growing DAU from 100 Mn to 125 Mn+
• On-boarding new channels and partners for increasing User base and DAU/MAU penetration
• Amplification and Promotion of In-app challenges, trending music, and other key events/causes
• Extensive use of Appsflyer, Aeolus, TEA, & Tableau

May 2019 – Feb 2020 · 9 mos · Mumbai, Maharashtra, India

• Lead Digital Marketing efforts across 190+ Countries, offering Content in 12+ Languages
• Part of P&L strategy & execution team to consistently deliver sustained growth in Subscriptions & Revenue
• Increased subscriptions & revenue by more than 2x from FY'19 Q2 to Q3.
• Brought down CPAs by almost half Q-o-Q
• Responsible for Digital channels for AVoD & SVoD

Sep 2018 – May 2019 · 8 mos · Mumbai, Maharashtra, India

• Handling Search, Social, and Programmatic for Hotstar in North America and United Kingdom
• Increased the subscriber base by more than 2x from Sept'18 to Apr'19
• Developing strategies for media planning and buying.
• Some of the big launches on platform:
• Sports: Asia Cup 2018, IPL Auction 2019, IPL 2019
• Entertainment: Koffee with Karan Season 6, On Air with AIB Season 3, Hotstar Specials/Originals and various Big Bollywood Blockbusters like Sanju, Baaghi 2 and linear tv shows running across Star TV Network

Apr 2017 – Sep 2018 · 1 yr 5 mos · Mumbai, Maharashtra, India

• Media Planning & buying media across Biddable & Affiliates platforms and partners.
• Key win: Part of the first team in APAC to run LTV on Facebook and generate 45% better ROAS

Jan 2016 – Jun 2016 · 5 mos · Mumbai

• Search Engine Optimization & Paid Social