Jul 2024 – Aug 2024 · 1 mo · Gurugram, Haryana, India · Remote

• I helped startups in the D2C space acquire customers through digital marketing - Google , Meta, SEO, etc.

Feb 2023 – Jun 2024 · 1 yr 4 mos · Gurugram, Haryana, India · On-site

• Driving top & bottom-funnel growth through affiliate marketing - the only channel to overachieve FY24 AOP target (108%)
• When I joined CARS24 to lead the affiliate marketing division, it had 3 big problems:
• 1. Too few partners/agencies - only 2 partners (highest paid) contributing >70% business; too much dependence on expensive acquisition channels
• 2. De-growth in the channel due to partners stopping campaigns abruptly & low focus on onboarding new ones
• 3. Increasing CAC due to higher contribution & dependence on the highest paid partners/agencies
• I introduced some significant changes in the way affiliate marketing was approached:
• 1. Constantly onboarded new partners every month; live with 35+ partners at any given point, reducing dependence on few partners
• 2. Onboarded all new partners at ~30% lower payout
• 3. Automated reporting & day-to-day operations enabling us to scale the channel with minimal human intervention
• 4. Devised a target-linked incentive & conversion-linked penalty based payout structure for all partners to scale the channel keeping acquisition costs in check
• 5. Gamified the process for partners by launching a leaderboard & ranking all partners as per their performance; regularly updated them of their ranks & improvements to motivate them to scale & optimise
• 6. Launched new promotional mediums - Rich Communication Services (RCS), Native ads, In-app ads, etc.
• Results that speak for themselves:
• 1. 108% FY24 AOP target achieved
• 2. 2X user growth, stable funnel, 2X bottom of the funnel conversions
• 3. No single partner contributing more than 15% now
• 4. Reduction in overall channel CAC by ~21%

Aug 2020 – Feb 2023 · 2 yrs 6 mos · On-site

• Head of Marketing (ATL & BTL) & Public Relations and Marketing Communications; Tried my hand at Digital & Performance Marketing
• Strategising & executing ATL, BTL, digital & PR campaigns to grow the topline by 15% MOM
• Handling marketing budget of up to ₹12Cr/year; Onboarded media planning & buying, creative & influencer marketing agencies to execute marketing plans
• Streamlining the brand positioning & message strategy through primary & secondary consumer insights to establish GoMechanic as the de-facto alternative to authorized OEMs & as the #1 auto aftermarket services & repair brand
• Leading Marketing Communications & Public Relations; Onboarded PR agency & generated ~2Cr+ worth of media mentions
• Launched ~400+ GoMechanic Spares Private Label SKUs & developed & executed the distribution (general trade & online trade) & pricing strategy
• On-boarded 500+ distributors, retailers & channel partners to achieve 4Cr+ monthly sales in 1 year growing at 10% MOM

Jan 2019 – Aug 2020 · 1 yr 7 mos · On-site

• Strategised & executed ATL, BTL & Public Relations Campaigns; Handled a sales team of 60+ people
• Initiated the production of the now-famous GoMechanic mnemonic (GoMechanic tick tick) for sonic branding & recall
• Onboarded & managed media planning & buying agency to strategise, design & execute multiple marketing campaigns (₹5Cr annual budget)
• Onboarded & managed a PR agency on retainer for 8 months; Generated ₹50L worth of media mentions
• Designed & executed the first-ever radio, print & PR campaign for the brand
• Defined brand positioning & messaging strategy & collaborated with graphic design & creative teams to create a uniform brand perception
• Institutionalised & launched the GoMechanic PLUS 1-year car service & repair subscription aimed at increasing signups & first orders; Increased first order as a percentage of app installs from 0.01% to 0.1%
• Handled a team of 60+ business development managers & executives to drive offline promotions & sales
• Designed & implemented the Sales Planning Process & Strategy & Incentive Schemes for the sales team

May 2018 – Dec 2018 · 7 mos · Hyderabad, Telangana, India · On-site

• Business Development & Expansion through client acquisition
• Key Account Manager for the biggest hospital partners, understanding hospital management’s requirements and designing unique service offerings to cater to pain points
• Business Development & Expansion
• Institutionalized a new product, Centralized Ambulance Management & Outsourcing (CAMO), defining key specifications and features
• Understanding customer pain points to refine and customize the product for every hospital
• Designed & presented proposals to Operations/Emergency Response Heads of hospitals to acquire clients
• Key Account Management
• Identified internal and external customers and stakeholders and defined a framework to establish strong relations
• Regular meetings with directors and VPs at hospitals to align hospital objectives with company’s goals
• Analyzed bookings, vehicle utilization & revenue generated at hospitals to report and improve performance

Apr 2018 – Apr 2018 · 0 mo · Pune/Pimpri-Chinchwad Area

• Designed and executed marketing activities for evo India, Fast Bikes India & Motorsport India magazines to increase brand awareness and brand recall to drive sales and consumer promotions
• Brand Management
• Developed marketing plan for evo India Magazine to increase awareness, reach and consideration among auto enthusiasts and develop a loyal customer base
• Conducted surveys among evo India team and loyal subscribers to design Brand identity-Brand image pyramid to train distribution team about our USP to increase subscriptions
• Designed proposals for advertorials with leading auto manufacturers highlighting the core proposition of vehicles and evo India's expertise and experience to deliver value
• Promoted exclusive stories on social media (FB, Twitter, Instagram & Youtube) organically and through ads
• Ideated new proposals to create interesting advertorials to increase brand value and interest levels both for evo India and for leading auto manufacturers

Aug 2015 – Apr 2017 · 1 yr 8 mos · Greater Hyderabad Area

• Member of Deloitte Digital Customer Practice, responsible for recommending and developing Salesforce.com (cloud) based customer relations management solutions for a multi-billion dollar US-based Life Sciences and Healthcare client
• Technology Consulting
• => Enhancement of Customer Support Program to improve healthcare delivery to breast cancer patients
• Improved patient’s consumption behaviour through increased customer responsiveness (6 hours from 24 hours)
• Identified incomplete treatment as a key consumer insight & as an improper consumption pattern by patients
• Analyzed client’s processes of direct and indirect engagement with patients & identified inefficient process of manual communication by customer care service
• Implemented a Salesforce.com solution to automate e-mails, messages & reminders to patients & physicians
• => Designed an Impact Assessment Tool to enhance client’s product & process change management capability
• 100% reduction of dependency on physical servers, increasing sustainability & flexibility of database system
• Gathered client’s requirements and evaluated existing Dot-Net based change management database system
• Recommended technological overhaul and developed Salesforce.com based questionnaire tool for global and site-specific stewards to determine the impact of strategic changes in products and processes
• Process Improvement
• => Reduced the drugs’ publication review turnaround time to realize potential saving of $600k in one year
• Improved process efficiency by 60%, reducing the topic review process time from 15 days to 6 days
• Integrated the multi-channel review system on a single customized data sharing Salesforce.com based platform

Jan 2015 – Jun 2015 · 5 mos · Ghaziabad, Uttar Pradesh, India

• Designed and customized Programmable Logical Controller based Supervisory Control (SCADA) System for a leading Indian cement manufacturer, helping it reduce labor time and increase operating efficiency

Jun 2013 – Jul 2013 · 1 mo · Greater Delhi Area

• Tested and troubleshot the Landing Control Unit (LCU) and Car Control Unit (CCU) printed boards and their interfacing with Motherboard Control Unit (MCU) in an elevator control system, increasing plant's throughput and reducing delivery time