Sep 2024 – Sep 2025 · 1 yr · Bengaluru

• Boosted FMCG and Personal-Care sales and in-app Ad monetization income through breakthrough widget formats and hyper-personalised, AI-led experiences.
• Introducing Innovative widget formats:
• Dynamic Splash Screen – Built flexible canvas on app launch for both internal and external campaigns, currently getting utilised for “19-min delivery” communication.
• Rich-Media Card & Carousel – Rolled out two bold, visual widgets that showcase branded and internal promos, boosting CTR by 32 % and ads revenue by 25% over 4 months.
• A/B Experimentation – Embedded a test-and-learn culture to refine creative, placement, and copy on these new assets.
• AI-powered personalised journeys:
• AI Skin Analyzer – Scoped a dermatologist-validated selfie scan that outputs a personal skin report plus product recommendation, providing a consultative approach to Skincare. Anchored a full regimen journey that deepens engagement and unlocks cross-category GMV ~ 12% (WIP)
• CarePlix Vital Scan – Integrated facial-scan tech to surface real-time vitals (HR, SpO₂, stress, BMI) and prompt healthier choices inside Apollo 24|7. Acts as a low-friction wellness gateway, boosting repeat sessions and strengthening preventive-care positioning.
• Predictive Recommender Engine – Co-building with Data Science a model that mines past purchases to predict “brands & products you’ll love” for each user. Powers intent-driven suggestions on PDP, cart and homepage, elevating relevance and basket size.
• Ads Monetisation Build-out:
• Took ad ops from spreadsheet-only to a full OnlineSales.ai setup
• Re-order journey revamp: Re-engineering a ₹1 Cr-GMV per-day repeat-purchase flow to double and reach 2 Cr/-
• Introducing Category Shelves & Smart Upsell: Split the endless SKU list into tidy category blocks (“Pain Relief,” “Baby Diapers”) and embedded context-aware cross-sell cards, resulting reduced scroll depth %, & increase in basket completion %, and new upsell slots opened for merchandising.

Jun 2022 – Dec 2024 · 2 yrs 6 mos · Bengaluru

• As an early hire at Zepto, I played a pivotal role in building the entire ad revenue stream from the ground up. Spearheaded the 0-to-1 journey, driving a remarkable 300x growth in ad revenue, contributing 3% - 3.5% of overall GMV.
• Display Awareness Ads:
• Successfully introduced ~35 in-app display ad assets generating ~30% of the overall ad monetisation revenue.
• Developed a personalized ad targeting framework, boosting CTR by 50%, doubling the number of brands using display ads, and delivering a ROAS that surpassed industry standards
• Introduced Sponsored Product Display Ads (PDA): Enabled brands to run display ads on specific SKUs, enhancing targeted advertising and increasing ad effectiveness. PDAs now account for 50% of revenue from endemic display ads.
• Launched 'Premium Contextual Ads' - a keyword targeted premium asset, tailored towards allowing advertisers to showcase their hero products + rich brand content on the asset, contributing to 14% of display ad revenue.
• Built scratch card journey to facilitate coupon distribution for non-endemic brands generating potential for 10% of overall ad monetisation revenue.
• Set up 25+ A/B experiments to determine the relevancy of ad placement and impact on order conversion.
• Introduced gamified journeys like Streak based milestone and Spin the Wheel for marquee events, improving the GMV for endemic brands by ~15% and delivering the committed RnF for non-endemic brands.
• Developed Processes and SOPs: Created standardized procedures and guidelines for product design, product ops and KAMs to effectively manage and launch guaranteed display campaigns.
• Performance Product Listings Ads (PLA):
• Built and scaled the entire Performance Ads pipeline on a Cost per Click (CPC) revenue model, making it the highest (70%) contributor to ad revenue.
• Brand Analytics - Zepto Dash:
• Conceptualized and launched a dashboard for the advertisers and in-house KAMs to provide real time insights on brand health.

Sep 2021 – Jul 2022 · 10 mos · Bangalore Urban

• Responsible for enhancing & building the internal Campaign & Pricing Management system - Javelin.
• BBDaily - BigBasket’s daily subscription app: Enabled marketing team to set discount/pricing campaigns for Subscription services reducing the TAT from 3-4 hours to 5-10 mins, eliminating the Campaign creation and claims errors.
• Group level Promos campaign creation on Javelin: Extended Javelin’s capability of campaign creation from only SKUs to Brands & Categories, resulting in 25% improvement in customer reach & 5% increase in supplier promotions.

Nov 2020 – Aug 2021 · 9 mos · Bengaluru

• Responsible for optimizing captain support channels by providing quick and hassle-free solutions without compromising on captain experience.
• Captain Support Revamp: Reduced call contact ratio by 35%. Reduced support cost by 20% per order. Identified top drivers for the contact center and introduced in-app workflows for simplifying the captain’s experience by addressing live queries.
• Captain Ticketing System:
• Ideated & built the system to allow captains to raise complaints within the app. Restructured the FAQs in the Captain app:
• Improved support agent occupancy rate by 30%. Improved TAT of ticket resolution by 30%.

Jan 2018 – Jun 2020 · 2 yrs 5 mos · Mumbai Area, India

• Worked on Heckyl's flagship product Early Warning System, catering to the banking and financial sector.
• Built system intelligence in reading unstructured data sets for various Credit Rating Agencies - Domestic and Global.

Jun 2016 – Jul 2016 · 1 mo · Mumbai Area, India

• Worked on macroeconomic indicators for investments in the real estate sector.