Oct 2021 – Jun 2023 · 1 yr 8 mos · Gurugram, Haryana, India · On-site

• Achieved 1.5 Mn MAU (6X growth) within 4 months & brought CAC down by 60% on the back of performance marketing
• Set-up multiple alternate acquisition channels such as Influencer, Referral, Youtube SEO and Whatsapp Communities
• Led multiple product changes to improve Activation rate to 80% by revamping onboarding flow and home page layouts
• Improved Customer retention by 50% on the back of gamification and personalization
• Setup the complete monetization process and Sales Team achieving 1500 paying customers within 3 months & tripling every month

Nov 2020 – Sep 2021 · 10 mos · Gurugram, Haryana, India

• Scaled the new user base via initiatives spanning Performance Marketing, Branding, Affiliates, Partnerships, Barters and Referral
• Launched multiple products for growth such as Coupons, mSite to App, Carousel, Whatsapp checkout, Truecaller Login, etc
• Revamped the customer targeting & experience on every App Asset (Feed, Shop, Search, Category Browse) & all channels (Notif, SMS, Whatsapp, Email) through product, growth, data models and branding initiatives to drive higher engagement and retention
• GMV uplift of 25% via a Shipping/Handling Experiment and Offers (even during 2nd wave which was impacted by logistics issues)
• Improved ROI of Paid Campaigns by 50% & reduced offer spends by 45% via coupons
• Built the demand strategy for getting the sales of retail fashion sellers of popular markets in Delhi online

Jun 2019 – Nov 2020 · 1 yr 5 mos

• Designed detailed onboarding journey for user from signup to first transaction improving FT% to 50% in first 30 days through a combination of Product interventions, Digital Marketing & In-App communications
• Improved customer retention to 80% through detailed CLM program targeting customer profile completion, up-sell & cross-sell
• Doubled UPI MAU in less than a year by increasing linking at various touch points (signup, login, PG, Post-transaction, etc)
• UPI transactions grew by 100% in 6 months on the back of upsell and cross-sell promos thereby reducing PG cost significantly
• Offline MAU and transactions doubled in 12 months on the back of ATL & BTL promotions
• Identified customer journeys which lead to higher retention and designed communications/offer plan according to the same
• Optimised digital spends for Acquisition and Reactivation on the back of detailed segmentation and in-app event attribution

Jun 2017 – Jun 2019 · 2 yrs

• Grew offline transactions to ~100Mn/month through various growth campaigns, marketing and product innovations
• Conceptualised and Set-up CLM Program for engaging, educating and incentivising unorganized Merchants
• Grew Active Merchant Base by 150% with strong focus on quality on-boarding, communication, product and churn control
• Launched Insurance and Lending services for Paytm merchant base with a focus on higher engagement, retention and revenues
• Grew new customer acquisition by 30% and increased reactivation of 60-day dormant customers by 25%
• Developed model and strategy for Reselling and KYC fulfilment Grew Active Merchant Base by 100% with strong focus on quality
• on-boarding, communication, product and churn control

Jun 2016 – Jun 2017 · 1 yr

• Head of Growth and Customer Lifecycle Management for Paytm Wallet and Payments Bank
• Grew P2P transactions by 10x to 20Mn/month through various growth, upsell and cross-sell initiatives
• Grew customer acquisition by 2x to 6Mn/Month and while increased reactivation of dormant customers by 50%
• Initiated personalisation of product, customisation of app, offers and communication to ensure higher share of wallet
• Business Head for Digital Content Category
• Set-up the category from scratch and grew to MAU of 3Mn with GMV of INR 2 Cr at 45% profit margin
• Set-up operations, content, analytics, product and audit with streamlining all processes while driving efficiency in a lean team
• Responsible for setting up and maintenance of in-app currency for Entertainment and Gaming App

Apr 2015 – Dec 2015 · 8 mos

• Revamped complete Email Marketing Strategy of a leading E-Commerce Client in UK leading to a 27.5% increase in demand contribution from email channel
• Developed personalized and targeted trigger email campaigns for a leading E-Commerce Client in UK leading to an 18% increase in demand contribution from email channel

Jan 2015 – Jun 2016 · 1 yr 5 mos

• Managing client expectations and project delivery
• Problem solving to achieve best possible solution for client
• Guiding a team of assistant managers, consultants and analysts to ensure smooth execution of project
• Communicating with key stakeholders at the client site

May 2013 – Dec 2014 · 1 yr 7 mos

• Designed a model to evaluate and enhance the effectiveness of marketing campaigns of a global publisher of medical information
• Designed a strategy to identify revenue leakage for a global publisher and online provider of medical information. Subsequently designed a marketing campaign targeted at the non-compliant customers thus identified
• Developed a model to calculate the optimum offer price for repurchase of old mobile phones by a leading telecom service provider in US. The model included forecasting price decay and demand of various used phones in the market
• Designed a detailed action plan to improve the First Call Resolution from 62% to 72% for a leading Health Insurance Client in US
• Developed a model to help a leading packaging manufacturer in effectively managing working capital and financial resources. The model reduced deviation in prediction of rebates claimed by distributors from 11% to 4%
• Formulated a detailed customer retention strategy for a leading internet service provider based on the evaluation of their churn patterns which we identified by building a model to predict the probability of a customer churning
• Recruitment liaison for Inductis at BITS Pilani and IIM Ahmedabad

Aug 2012 – Dec 2012 · 4 mos

• Worked on a live consulting project for GE - Market Assessment for GE in specific Industry Segments
• Performed in depth analysis of specific GE’s industrial software product portfolio and solutions across major industry verticals like Power/Energy, Wind, Rail, Healthcare and Aviation. Analyzed competitive landscape related to specific GE products and developed product mapping for GE and its competitors. Determined market size and growth potential for specific GE industrial software in targeted geographies based on secondary research. Developed estimation hypotheses for market size determination of industry software in different industry verticals in targeted geographies.

Apr 2012 – May 2012 · 1 mo · Mumbai Area, India

• Worked across the deal chain identifying prospective debt issuers and preparing investment structures & financial models.
• Worked on a $600 Million size issuance by an industry leader in Aluminium & Copper (the largest issuance by a private company since 2008) and a $300 Million issuance of a low coupon bond by a leading steel giant. I was involved in designing a special type of an investment structure for a leading insurance company. I also worked on a facility structure to be pitched to a client for the refinancing of its FCCBs

Nov 2011 – Mar 2012 · 4 mos · IIM Ahmedabad

• Worked on a Live Project for RBS, UK as part of FII - the student consulting body of IIMA
• The project comprised landscaping for Investment Products Market and identifying specific opportunities at a strategic level.

Jan 2011 – Jun 2011 · 5 mos · Hyderabad Area, India

• Analytics and Forecasting Algorithm for Football Matches;
• Database Design; ETL (Extraction, Transformation and Loading) of data

Jan 2010 – Apr 2010 · 3 mos · Pilani

Sep 2009 – Nov 2009 · 2 mos · Pilani

• Designed a fully functioning website from scratch for registering and maintaining grades & information of the Ph.D, Dissertation and PP-II students.

May 2009 – Jul 2009 · 2 mos · Goa

• Modified CNC machine's bevel cutting algorithm to reduce material wastage by 70%.