Apr 2021 – May 2022 · 1 yr 1 mo · Gurugram, Haryana, India

• Drove consumer lifecycle management by improving key business metrics (DAUs, carts, acquisition, retention, order frequency & GMV) through in-app promotions, push notifications, SMS, and email marketing.
• Achieved +3% M-1 retention and +2% new user conversion with personalized targeting.
• Optimized campaign costs by allocating offers & cashback based on probability scoring.
• Coordinated cross-functionally for offer configuration and GTM execution.
• Led integrated marketing campaigns with calendar planning & 360° execution across channels.
• Conducted research to identify the right marketing constructs that effectively drove traffic and conversion.

Aug 2020 – Mar 2021 · 7 mos

• Achieving monthly targets on metrics like retention (old users), carts, new users and order frequency using various marketing channels like in-app promotions, push notifications, SMS campaigns and e-mailers.
• Measuring the effect of different channels and build a strong understanding of what effect do
• different channels have on promotions.
• Figuring out leaks in user funnel & identifying problems leading to customer churning out.
• Taking initiatives to building properties and campaigns and increasing their scale and value.
• Week on week analysis of properties, execution and their impact on business metrics at pan India and regional level.
• Analyze all campaigns rigorously and identify improvement areas across media, messaging, product and geographies.
• Working closely with regional teams to understand the nuances of every city and plan campaigns accordingly.
• Working on various tools used in marketing for analysis, push notifications, SMS campaigns, e-mailers etc
• Drafting and managing the monthly calendar for various properties and promotions to be done throughout the month.
• Mining insights through consumer immersions across secondary listening, in-person calling and market visits.

Nov 2018 – Aug 2020 · 1 yr 9 mos

• Implementing customer retention strategy for various cohorts by intervening at different stages of the customer lifecycle
• Addressing user anxieties based on customer insights and personalizing the user experience with the help of the same through on and off app marketing communication channels such as emailer, SMS, push notifications and app assets
• Planning customer engagement initiatives to activate the users, increase their stickiness on the platform and improve the platform conversion
• Cost optimization initiatives through experimentation
• User personalisation and campaign automation using various marketing tools

Apr 2018 – Nov 2018 · 7 mos · New Delhi Area, India

• Handle Email and Push marketing. Planning and implementing of CRM strategies for Customer life cycle management
• IBM Watson Campaign Manager:
• Develop eCRM strategies with 360 email marketing across all channel. Creating targeted email, on-site, social media and offline activity. Working alongside marketing, strategy and product team to fit within the brand vision and commercial targets.
• Manage and Plan Newsletter Calendar to achieve or exceed assigned goal
• Campaign Development, Campaign Management and Monitoring.
• Campaign Analysis - Prepare reports and analyze key performance metrics. Bring insights from
• report and recommend/implement it to improve campaign performance.
• Quality check the campaigns for content, HTML, data & other errors like rendering issues, linking,
• deliverability and troubleshoot problems as they arise.
• Analyze and report on key email performance indicators (deliverability, list counts, unsubscribed,
• email response such as CTR, open rate and conversion).
• Improve marketing campaigns and results by evaluating business practices.
• Evaluate and assess the effectiveness of online campaigns and online browsing behaviour.

Feb 2015 – Jun 2016 · 1 yr 4 mos · DELHI-NCR