Jan 2023 – Feb 2024 · 1 yr 1 mo · Bengaluru, Karnataka, India · On-site

• As a Growth SPM in a QSR, I spearheaded data-driven initiatives to acquire, activate, and retain users, driving a 10% increase in business growth.
• Acquisition & Activation:
• 1) 15% increase in early-stage retention: Gamified the app journey with order streaks, limited-time challenges, and spin wheels, preventing drop-off after the first order.
• 2) App revenue contribution soared from 20% to 35%: Increased activation through personalized nudges, AB-tested Wallet offers, and optimized PDP/cart abandonment journeys.
• Retention & Revenue Maximization:
• 1) Built an in-house Wallet Page, Rewards Page, Loyalty program, and gamification features: Led to a 50% increase in LTV for first-time rechargers and improved user spend by 10% across Tiers
• 2) RFM-led cohorting: Created 30+ cohorts across various AB experiments to optimize retention, loyalty program engagement, wallet adoption, and active user base.
• 3) Built the Discounts Module - Where live segments were auto-tagged with cohortised offers which were triggered basis user events and experiments
• 4) Developed ROI calculators to prioritize experiments: Streamlined resource allocation and ensured budget optimization for maximum impact.
• Product GTM & Innovation:
• 1) Planned, launched, and scaled gamification levers within 3 months: Successfully implemented order streaks, spin wheels, and micro-animations, exceeding growth targets.
• 2) Evolved the loyalty program with gamification: Identified user spend segments and implemented "Surprise Rewards" based on order frequency, boosting engagement and loyalty.
• 3) Built comprehensive product metrics dashboards: Established monthly product reviews to monitor feature health, funnels, retention, engagement, and revenue.
• Impact:
• 1) Increased early-stage retention by 15%, preventing user drop-off.
• 2) Grew app user spend by 10% vs non-app users (store only users)
• 3) Achieved a 6:1 ROI on targeted re-engagement offers.
• 4) 50% increase in LTV for first-time wallet rechargers

Apr 2021 – Dec 2022 · 1 yr 8 mos

• 1) Increased DAU and user engagement by 15% and 5%, respectively, by addressing user boredom through two key initiatives:
• Leagues: A competitive weekly leaderboard feature for 100 users, boosting retention, games played, and revenue by 15%.
• Quests: Personalized challenges and tasks for 27 user segments, leading to a 5% increase in games played and revenue.
• 2) Developed and launched the "Gold Pass" monthly subscription, generating a 10% revenue increase with daily login rewards and additional chips for Leagues.
• 3) Mitigated season-related DAU drop from 20% to 10% by implementing the "Cricket" feature, offering rewards during live matches.
• 4) Led a team of 7 developers and designers to bring all projects to fruition.
• 5) Started Monthly Product Reviews where I spearheaded the meeting with "Product Health Metrics", "Funnel Metrics", "Drops / Gains in features", "Product Launches and performance"

Apr 2020 – Apr 2021 · 1 yr · India

• 1) Conducted competitive analysis and user surveys to inform the design and development of a tailored loyalty program.
• 2) Established data-driven Product Reviews to analyze funnel performance, product health, and feature effectiveness, driving improvements based on identified trends.
• 3) Developed a comprehensive loyalty program proposal aligned with user needs and competitive landscape, incorporating key features and expected benefits.

May 2019 – Mar 2020 · 10 mos

• Started projects on omni-channel where we were pushing website traffic to stores.
• Help conceptualize the UI/UX changes needed in Product page
• Pincode proximity based browse page rearrangement
• Product page changes (Indicating Next day delivery) for products available in the store within same city
• Browse page changes (Sorting the products as per proximity, deliverablity, conversion potential)
• Store landing page (With all the important features like directions, location, contact details)
• Store icon on desktop home page, browse page.

Aug 2018 – Feb 2020 · 1 yr 6 mos

• 1) Identified the market need for affordable gold purchase for middle-class and upper-middle-class Indians, leading to the creation of the 10+1 Gold Mine EMI Scheme.
• 2) Achieved a 30% increase in app revenue through the 10+1 Gold Mine Scheme and sub-schemes like 5 month and 7 month schemes, catering to diverse affordability needs
• 3) Identified the 5,7 month sub-scheme requirements from customer calling - cart drop off at payment page
• 4) Omni channel strategies - Seamless integration with Store where setup the product requirements for inventory management, same day delivery discoverability and increased footfall in stores by 10%

Jan 2018 – Jul 2018 · 6 mos · Bangalore

• Worked closely with Engineering, Legal, Marketing team, Finance, Design to ensure business continuity and meeting the daily/monthly targets.
• A. Shopping Cart Product:
• I) Coupon Levelling Project:
• a. To ensure one coupon only gets applied per level, this logic was designed and implemented
• b. Defined the criteria's for multiple levels and classified the coupons in each of the levels
• Achievements:
• Improved the coupon spends of the company by reducing the spends by 40% on average and 59.4% on sale days
• Reduced the product crashes / bugs which used to happen earlier because of applying multiple coupons at once
• II) Combo-Coupon Project: Introduced the concept of Combo-Coupons in the platform and designed the product for enabling combo coupons and provided links of collection with the combo coupon in cart
• Achievements:
• Improved the overall conversion and GMV by 5% during sales
• III) Single Step Checkout:
• a. Repeat Users were given an option of Single Step Checkout for purchasing the product
• b. The Checkout Screen auto-selects saved cards (if any) for the user for payment along with Delivery Address, Product Quantity, Price
• Achievements:
• Improved Cart Conversion by 10%
• IV) Wallets Auto-Debit Flow (Power Wallet Integrations):
• a. Power Wallet integration enables the balance amount and auto-debits the amount when used to make payments through
• b. Power Wallet integration was done for reducing drop-offs in Wallets
• Achievements:
• Improved Wallet Success Rates by 20% and prepaid by 9.5%
• B. Shopping Cart Business:
• I) Gateway Integrations & Optimisations:
• a. Integrated with multiple gateways like PayPal, CC Avenue, PayU, Axis
• b. Handled Legal, Marketing and Product requirements of PayPal and integrated them as a payment option
• c. Performed multiple AB tests with gateways for optimising success rates
• II) Strategic Alliances:
• a. Formed strategic alliances with PayPal, Airtel, PayTM, MobKwik for marketing and optimal commercials.

May 2016 – Jul 2018 · 2 yrs 2 mos · Bangalore

• I. Quality Score Project:
• A) Description:
• a. Designed a Quality Score logic using multiple parameters, which was used in the Feed logic to push good quality, good converting products in the feed
• b. Quality Score logic is the first most successful attempt to solve E-Commerce Market Place Quality via automation and without setting up Warehouses for Quality Checks
• c. Improved the Quality perception of Voonik from an extremely poor Quality image to acceptable / good quality
• d. Quality Score consists of parameters from various fields like Return Rates, Category Return Rates, Plaform Return Rates, Price, Customer Feedback, Warehouse Audit data, Risk rules
• B) Achievements:
• a. Improved Return Rates by 44% , from 18.2% Returns on Delivered to 10.3% on Returns on Delivered overnight (post implementation of score)
• b. Improved the Post Delivery NPS Score (Customer Satisfaction Index) of the Platform from -35 to +38 (from lowest in the industry to one of the highest in the industry)
• c. Social Media / Playstore Feedbacks turned to mostly positive on Quality vs 100% negative feedback earlier
• d. Reduced Shipping Loss via Returns and helped in saving cost to company by removing the need for Quality Audits
• 2. One-Ship Quality Checks:
• A) Description:
• a. Setup the automation of products to be selected for QC in One-Ship centre
• b. Setup the automation of logic needed to assign the products for QC
• B) Achievements:
• a. Improved the lead time by 4 hours daily, 40% overall
• b. Improved the efficiency of Quality Auditing as they were going to QC only suspected bad quality products via this logic