Aug 2023 – Jun 2024 · 10 mos · Bengaluru, Karnataka, India · On-site

• Branding, Growth, and Partnerships
• My responsibilities encompass building and managing Strategic vision across Brand Marketing, Performance Marketing, Product Marketing, Social Media, Creative, PR, and Partnerships.
• Led the Brand and Growth Charter
• Grew the GMV 3.5 X in the first 10 months
• Increased 1M retention by 200 bps
• Rebuilt the rewards structure to reduce burn by 2 bps without impacting engagement
• Spearheaded strategic partnerships with the biggest players Amazon, Swiggy, Fancode and Myntra to boost brand visibility and acquisition
• Conceptualized social media challenges for GenZ "Flash Squad" and "Smart Shopper Showdown: Internship that sends you to Bali!" to create a content loop to increase brand awareness and acquire low CAC consumers

Oct 2021 – Aug 2023 · 1 yr 10 mos

• Lead the Acquisition business for Medicine Delivery, Diagnostics, and Private Label
• Managed large 100 Cr+ budgets across TV, Digital, Social and Research
• Spearheaded the CRM and Storefront Marketing for 10 Mn MAU
• Lead key sponsorships with IPL, Cricket World Cup, KBC, Big Boss
• GTM for new private label brands LivEasy, Good Skyn Clinic
• Onboarded Aamir Khan, and Mandira Bedi as brand ambassadors

Apr 2021 – Sep 2021 · 5 mos

Oct 2019 – Mar 2021 · 1 yr 5 mos

Jan 2019 – Sep 2019 · 8 mos

Apr 2018 – May 2018 · 1 mo · Mumbai, Maharashtra, India

• Marketing and Growth
• Studying consumer journey and accordingly suggesting changes in the product to improve user experience hence conversions
• Proposed new customer onboarding flow and implemented it
• Ran various marketing campaigns like Mother's Day, Sales promotions for OTC
• Planning, execution and monitoring of on and off-platform promotions
• Conducting consumer behaviour analysis by tracking category-wise funnels and data; Conducting A/B testing for various hypotheses
• Optimising campaigns for a week-on-week category growth in terms of GMV
• Planning category-level promotions and events to help increase GMV/getting new customers onboard

Jun 2017 – Mar 2019 · 1 yr 9 mos · Ghaziabad, Uttar Pradesh, India

Apr 2016 – Jun 2017 · 1 yr 2 mos

• Professional Summary
• Key Assignments/ Initiatives:
• GoLive Buddy Project:
• o Started the project on Ad-hoc basis under supervision of a Senior VP
• o Analysed the data, seller feedback and trends to understand decreasing seller retention
• o Proposed the plan to overcome the problem to Senior Management and got the approval
• o In pilot phase itself he retention rate increased from 11% to 18%
• Road Shows: As part of promotional activities, organized road shows in Jaipur, Chandigarh
• Brand Authorized Sellers:
• o It was aimed at segmenting our sellers and increasing customer trust in Paytm
• o We spoke to brands and sellers separately, for Brand Authorization. Where we convinced brands to give authorization to some of our top sellers and asked prospect sellers to get authorization from respective brand
• o Within first 6 months, we had 100+ brand authorized sellers across categories in brands like Apple, HP, Nike, Adidas, Van Heusen, Protoner
• o On Product Display Page we displayed brand authorized tag to help customers identify the products sold by Brand Authorized sellers
• o This directly resulted in sales growth of Brand Authorized sellers
• o Return rates of brand authorized sellers were within 5% irrespective of the brand or category
• Worked closely with Catalogue Team for Brand Sanity:
• o Worked on sanitisation of top brands which were giving 80% of the total revenue
• o Average return rate decreased from 27% to 19% in Electronics, 24% to 14% in Fashion (Apparel, Footwear, Watches, and Accessories) Category

May 2015 – Apr 2016 · 11 mos

• Professional Summary
• Conducting primary/secondary research to uncover insights and understand business trends and potential implications for the business.
• Responsible for driving data driven approach to highlight problems and identify opportunities.
• Expertise in Requirement Gathering Analysis, understanding the applications technical structure.
• Performed Gap Analyses and Impact Analyses to existing processes and systems.
• Expertise in achieving cost-effective production with increased quality.
• Expertise in functional specifications from Business Requirement Documents and make sure it is aligned with product’s vision.
• Experienced in coordinating with business and IT Teams across all phases of software development lifecycle.
• Expertise in Setting up the Process, Guidelines and Productivity benchmarks for Estimations.
• Monitoring weekly of on boarded merchants and their growth in terms of GMV.

Aug 2013 – Mar 2015 · 1 yr 7 mos

• Sales and marketing, on field
• Prepared strategy for B2C in western & central Delhi
• Involved in making roadmap for business expansion of the organization in north India
• Training Management Trainees in sales