Jul 2023 – Aug 2024 · 1 yr 1 mo · Dubai, United Arab Emirates · On-site

• E-commerce growth for Pizza Hut MENA’s digital business, boosting DTC contribution from year over year.
• Managed Annual operating plan and multi-million dollar media budgets to elevate DTC revenue via performance marketing, SEO, ASO, influencer marketing, and lifecycle management. Recognized with the Yum global ‘Growth Mindset’ award for 2024 digital leadership talent.
• Achieved a 5X ROI through full-funnel marketing, earning Gold and Bronze at MMA Smarties MENA, while increasing user acquisition by 20%, boosting inbound traffic by 50%, and app installs by 150%
• Future-proofed the martech stack and elevated digital maturity by integrating first-party data with Conversion APIs, SKAdNetworks, and deploying GA4 & Google BigQuery dashboards
• Optimized budget planning through DigitalMarketing Attribution, Market Mix Modeling, and Predictive Analytics, achieving a 30% annual cost savings.
• Launched an ‘Always-On Creator Marketing ’framework on TikTok, reducing CPIs by 20% and growing the gaming platform by 25% year-over-year through strategic e-sports and live streaming events.
• Negotiated partnerships with media partners and agencies to achieve annual cost savings
• Partnered with finance to align marketing investments with business goals

Mar 2022 – Present · 4 yrs 3 mos · Dubai, United Arab Emirates · Hybrid

• Catalyzed digital growth for 15+ startups by partnering with CXOs on:
• Performance Marketing: Boosted monthly transactions at Keno Car Wash by 2X within 8 months via targeted lifecycle campaigns.
• E-commerce Strategy: Grew transactions by 20% for beauty startups Powder and Secret Skin across D2C and Amazon channels within a year as a Growth Advisor.
• Email Marketing Automation: Achieved a 1500% subscriber growth for SuperSema by designing personalized user journeys.
• Lead Generation: Reduced acquisition costs by 30% in three months for Haptik and CDS Legal through effective B2B strategies.
• Conversion Rate Optimization: Onsite analytics audit for food platforms Fuel-up and Kcal Life via analytics and A/B testing.

Jun 2021 – Apr 2022 · 10 mos · Dubai, United Arab Emirates

• Led media planning and performance marketing for OSN-Disney+, Infiniti, and PepsiCo in the MENA region to deliver KPIs of brand salience, lead generation, and app subscriber growth.
• Annual Forecasting & Budget Planning across the media mix for marketing channels across OOH, Radio, Search, Social, Programmatic, DSPs, OTTs, music apps, and affiliates.
• Led digital media buying and performance marketing to achieve a 17pp brand uplift and a 20% rise in subscriptions year over year, maintaining a ROAS of 3+. Won Silver at the MENA Digital Awards for the 'Best Integrated Media' campaign.
• Data Orchestration & Marketing Analytics: Designed product feeds for automated ads, enhancing campaign conversion rates through dynamic creative personalization and audience segmentation.
• Team Leadership: Coached a team of 6, fostering a collaborative and productive environment that empowered team members.

Jul 2019 – Jun 2021 · 1 yr 11 mos

• Instrumental in budget planning across the user lifecycle, leveraging unit economic projections on key metrics such as LTV, Retention Rate, Customer Acquisition Cost, and Payback Period to drive annual revenue.
• Optimized product-led conversion rate across the user funnel by implementing landing page experimentation, personalizing app homepages, and introducing contextual product nudges and exit intents.

Jun 2017 – Jun 2019 · 2 yrs

• Led a 6 member team overseeing 10+ sites like Forbes and Yahoo Finance across the USA, UK, and Canada.
• Directed media buying efforts across Programmatic, Search, Display, Native, and Affiliates with a monthly budget of $200K, achieving a 300% increase in app installs year over year while minimizing media wastage.

Apr 2017 – Jun 2023 · 6 yrs 2 mos · India · Hybrid

• Curated Curriculum & Speaker for Marketing Analytics Specialization in MICA's Advanced Digital Marketing Course.

Oct 2015 – Jun 2017 · 1 yr 8 mos · Gurgaon, Haryana, India

• Performance Marketing:
• Expertise in developing, implementing, tracking and optimizing digital marketing campaigns across all channels - Web & Mobile App.
• Hands on experience in handling SEM, Social Media, Display & Mobile Marketing campaigns with a proven track record of success.
• Growth Hacking:
• Instrumental in augmenting MoM installs by 120% via CRO tests, Web-to-App journeys, Referral marketing and Product-flow hacks
• Responsible for ASO strategies - monitoring install growth, app ranking, and keyword ranking for all international operating markets.
• Analytics, CRM and Retention:
• Well versed with Analytical tools like Google Analytics, Mixpanel, AppsFlyer, Branch.io and MobileDev HQ, which were deployed for decision-making in funnel optimisation, user engagement and lifecycle marketing.

Feb 2015 – Sep 2015 · 7 mos · Mumbai Area, India

• 1. Responsible for Strategic planning for Mumbai City
• Responsible for developing need-gap analysis modules by matching consumer painpoints to product features
• Identify hacks for hyper local growth by analyzing qualitative, quantitative and market data
• Responsible for Competitor mapping and monitoring of industry trends
• Planning growth in average daily orders, new orders and total orders by analyzing TO- campaign performance ratios vis-a-vis market potential data
• Create robust marketing plans including channels, budgets and estimated ROI of campaigns planned
• Design and ideate campaigns (i.e. theme, communication, offer format and channel)
• Concept planning and framework creation for pilot campaigns
• Liaising with agencies for developing innovative brand activations for both ATL and BTL campaigns
• 2. Campaign Manager for the TinyOwl-Mumbai Indians association- IPL 2015
• Planned and executed a contest (driven by orders), run on the TinyOwl website.
• Designed and handled end to end execution of the contest mechanics on the app and website after consultation with the tech team.
• Co-ordinated with supply and logistics team to ensure seamless order fulfilllment
• Worked with the central team in creating an Integrated Marketing Communication plan consisting of the following elements:
• A. ATL
• Planned OOH placements by vetting the potential sites through the Demand-Supply lens
• and undertaking a recce
• Helped plan radio campaigns with Fever FM, Radio Mirchi and Radio One
• B. Social Media
• Helped prepare a campaign calendar for all social media posts in sync with the IPL schedule
• Liaised with Ogilvy to get artwork for Social media posts and the contest microsite.
• C. Digital and Direct Marketing
• Planned and enabled execution of SMS and Email blasts throughout the campaign duration
• Helped Optimize a mix of performance networks, GDN and FB ads
• D. BTL
• Planned and supervised brand activations at Wankhede stadium, corporate complexes and malls

Aug 2014 – Jan 2015 · 5 mos · Mumbai Area, India

• Monitored Social media, Website and Google play store content
• Conceptualized and implemented loyalty program to reward power users
• Standardized and trained the ‘Customer retention’ department (CRT)
• Creation of user acquisition and retention frameworks by utilizing a mix of quantitative and
• qualitative data
• Created unique user segments on the basis of Locality, Order frequency, Order volume, Revenue generated as a starting point to Cohort analysis
• Created and executed Qualitative Consumer analysis and feedback studies on different user
• segments
• Designed monthly retention calendar to target different buckets of users based on cohort analysis

Feb 2014 – Jul 2014 · 5 mos · Mumbai Area, India

• Managed key accounts for Institutional sales of Ready to Drink /Tea Premix category.
• Handled the Promotional event & sampling activity undertaken during the Lavasa Women’s Drive.
• Worked on Sales strategies for customers and retailers via profiling different customer segments.
• Handled the product visibility, BTL marketing activities, POP‟s, market and competitive data.
• Supervised the functioning of traditional, modern and B2B distribution channels

May 2013 – Jul 2013 · 2 mos · Mumbai Area

• Tested Market Potential for New Product Development.
• Analyzed trends of the Bronchodilator and Anti-Inflammatory drug segment.
• In-depth secondary research of product portfolio, category dynamics and sales data of the lung drug market.
• Primary Research by Survey and Expert Interviews of doctors and analysis of the same

Jun 2008 – Mar 2011 · 2 yrs 9 mos

• Trained students on Physics, Chemistry, Maths and Biology for MH-CET preparation.