Dec 2022 – Mar 2025 · 2 yrs 3 mos · Bengaluru, Karnataka, India · Hybrid

• BrightCHAMPS was scaling fast but lacked efficiency across geographies. My mandate was to improve ROI, revenue contribution, and global profitability.
• Managed a ₹𝟭𝟬𝟬 𝗖𝗿 𝗮𝗻𝗻𝘂𝗮𝗹 𝗯𝘂𝗱𝗴𝗲𝘁 across 15 countries and 4 continents.
• Shifted from scattershot to 𝗴𝗲𝗼-𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘀𝗲𝗱 𝗴𝗿𝗼𝘄𝘁𝗵, scaling the US market 11× with 2× ROAS.
• Increased 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗰𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗳𝗿𝗼𝗺 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝗰𝗵𝗮𝗻𝗻𝗲𝗹𝘀 from 6% to 20%.
• Improved 𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻’𝘀 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝘀𝗵𝗮𝗿𝗲 from 1.8% to 27% by building community, webinars and workbooks.
• Built a 𝗹𝗲𝗮𝗱 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝘀𝘆𝘀𝘁𝗲𝗺 that passed conversion signals to Google & Meta, delivering a 𝟱𝟬% 𝗷𝘂𝗺𝗽 𝗶𝗻 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗹𝗲𝗮𝗱𝘀 and 𝟯𝟱% 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗶𝗻 𝘀𝗮𝗹𝗲𝘀 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻.
• Implemented 𝗔𝗜 𝗯𝗼𝘁𝘀 to enhance customer experience and improve marketing efficiency.
• Ran global campaigns that doubled inbound leads in less than 12 months.
• 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Scaled revenue profitably while improving conversion quality, retention and marketing efficiency.

Sep 2021 – Dec 2022 · 1 yr 3 mos · Bengaluru, Karnataka, India · Remote

• TenderCuts was store-led, but digital presence and B2B scale were limited. My mandate was to reposition it as a digital-first brand, improve funnels, and grow both B2C and B2B.
• 𝗦𝗰𝗮𝗹𝗲𝗱 𝗜𝗻𝘀𝘁𝗮𝗺𝗮𝗿𝘁 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 to expand marketplace presence, and launched 𝗭𝗲𝗽𝘁𝗼 𝘄𝗵𝗶𝘁𝗲-𝗹𝗮𝗯𝗲𝗹 for B2B, moving monthly revenue from ₹𝟭𝟱 𝗟𝗮𝗸𝗵𝘀 𝘁𝗼 ₹𝟯 𝗖𝗿.
• Improved 𝘂𝘀𝗲𝗿 𝗳𝘂𝗻𝗻𝗲𝗹𝘀 𝗮𝗻𝗱 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻, raising organic revenue contribution to 40% and retention to 60%.
• Launched 𝗣𝗿𝗮𝗸𝗮𝘀𝗵 𝗥𝗮𝗷 𝗯𝗿𝗮𝗻𝗱 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 and refreshed digital identity, strengthening positioning.
• Partnered with 𝗶𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆 𝘁𝗲𝗮𝗺𝘀 for daily and seasonal demand planning (e.g., Thanksgiving turkey SKUs).
• 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Scaled overall revenue 2.5× in 15 months, expanded market share, and repositioned TenderCuts as a digital-first brand.

Sep 2019 – Sep 2021 · 2 yrs · Mumbai, Maharashtra, India · On-site

• Poker in India faced restrictions, with government and platform policies limiting performance campaigns. My mandate was to grow adoption and revenue despite these constraints.
• 𝗛𝗮𝗻𝗱𝗹𝗲𝗱 𝗮𝗻 𝗲𝗱𝗶𝘁𝗶𝗼𝗻 𝗼𝗳 𝘁𝗵𝗲 𝗜𝗻𝗱𝗶𝗮𝗻 𝗣𝗼𝗸𝗲𝗿 𝗖𝗵𝗮𝗺𝗽𝗶𝗼𝗻𝘀𝗵𝗶𝗽 (𝗜𝗣𝗖), generating ₹100 Cr worth free PR and driving a 100% uplift in deposits and gameplay.
• Designed a 𝗴𝘂𝗲𝗿𝗿𝗶𝗹𝗹𝗮 𝗽𝗮𝗶𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 and built strong organic channels, which contributed 40% of overall business.
• Built a 𝗺𝗼𝗯𝗶𝗹𝗲-𝗳𝗶𝗿𝘀𝘁 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 𝗰𝗵𝗮𝗻𝗻𝗲𝗹, driving scalable adoption.
• Partnered with 𝗛𝗡𝗜 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝗶𝗲𝘀 for exclusive rooms and scaled B2B channels.
• Expanded reach with 𝟭𝟱𝟬+ 𝗰𝗼𝗹𝗹𝗲𝗴𝗲 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻𝘀 and launched AIO Games.
• 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Grew retention 2.2× and retention revenue 150%, making Spartan a credible category leader.

Feb 2018 – Sep 2019 · 1 yr 7 mos · Mumbai Area, India · On-site

• Angel was still perceived as offline-first. My mandate was to lead digital transformation, scale acquisition, and reposition the brand.
• Increased online contribution from 𝟭𝟬% 𝘁𝗼 𝟲𝟬% 𝗼𝗳 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 & 𝗿𝗲𝘃𝗲𝗻𝘂𝗲.
• Scaled SEO from 2% to 15% of new accounts, ranking #1 for account opening keywords.
• Built a 𝗺𝗼𝗯𝗶𝗹𝗲-𝗳𝗶𝗿𝘀𝘁 𝗳𝘂𝗻𝗻𝗲𝗹, reducing CAC and driving 20% of new accounts via app.
• Launched a 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝗽𝗿𝗼𝗴𝗿𝗮𝗺 delivering 20,000 leads/month.
• Activated 𝗚𝗼𝗼𝗴𝗹𝗲 𝗠𝘆 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 as a zero-cost acquisition source (20% of leads).
• 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Delivered a 𝟮𝟬× 𝗷𝘂𝗺𝗽 𝗶𝗻 𝗻𝗲𝘄 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀 𝗶𝗻 20 𝗺𝗼𝗻𝘁𝗵𝘀, making Angel One a top-3 retail broker.
• 🏆 𝗥𝗲𝗰𝗼𝗴𝗻𝗶𝘁𝗶𝗼𝗻: Received the 𝗖𝗘𝗢 𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗔𝘄𝗮𝗿𝗱 for building Angel’s digital-first growth engine.

Sep 2016 – Feb 2018 · 1 yr 5 mos · Mumbai Area, India · On-site

• GroupM was long known as a brand-first agency. The earlier approach was about adding digital for brand awareness. My mandate was to 𝗿𝗲𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗮𝘀 𝗮 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗱𝗿𝗶𝘃𝗲𝗿 and build performance as a central capability.
• Shifted team mindset from “𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗳𝗼𝗿 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀” 𝘁𝗼 “𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗳𝗼𝗿 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲”, embedding ROI-first planning.
• Pulled additional budgets into performance by proving incremental growth.
• Built a 𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝘁 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝘁𝗲𝗮𝗺, embedding analytics-driven ROI culture.
• Oversaw campaigns for clients including 𝗝𝗮𝗴𝘂𝗮𝗿 𝗟𝗮𝗻𝗱 𝗥𝗼𝘃𝗲𝗿, 𝗩𝗼𝗱𝗮𝗳𝗼𝗻𝗲, 𝗛𝗦𝗕𝗖, 𝗜𝗖𝗜𝗖𝗜, 𝗚𝗼𝗱𝗿𝗲𝗷, 𝗖𝗮𝘀𝘁𝗿𝗼𝗹, 𝗦𝘁𝗮𝗿 𝗚𝗿𝗼𝘂𝗽.
• 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Repositioned GroupM as a 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲-𝗱𝗿𝗶𝘃𝗲𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗹𝗲𝗮𝗱𝗲𝗿 while scaling client budgets towards ROI-first channels.

Oct 2015 – Sep 2016 · 11 mos · Noida, Uttar Pradesh, India · On-site

• Zopper was a no-inventory e-commerce marketplace where local stores competed with giants like Amazon and Flipkart. The challenge was to build trust and scale.
• Built the narrative “𝗟𝗼𝗰𝗮𝗹 𝘀𝘁𝗼𝗿𝗲 𝗸𝗮 𝗯𝗵𝗮𝗿𝗼𝘀𝗮, 𝗺𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲 𝗸𝗶 𝗰𝗼𝗻𝘃𝗲𝗻𝗶𝗲𝗻𝗰𝗲”.
• Scaled revenue from ₹4 Cr to ₹13 Cr/month, hitting the ₹1 Cr/day GMV milestone.
• Increased organic contribution from 0% to 15%.
• Reduced uninstall rates from 95% to 52% by fixing onboarding flows.
• Ran two national TV campaigns to build credibility.
• 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Established Zopper as a credible hyperlocal challenger in e-commerce.

Jul 2014 – Oct 2015 · 1 yr 3 mos · Greater Bengaluru Area · On-site

• Self-drive mobility was new in India. My mandate was to build demand, grow adoption, and reduce CAC.
• Built a 𝗱𝗲𝗺𝗮𝗻𝗱 𝗲𝗻𝗴𝗶𝗻𝗲 that grew active users 5× while reducing CAC.
• Designed and launched ZoomCommute, improving weekday occupancy from 10% to 57%.
• Forged 𝗕𝗧𝗟 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 with concerts, pubs, and restaurants, generating 10,000 monthly registrations.
• Shifted brand messaging from functional to 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹, 𝗻𝗲𝗲𝗱-𝗹𝗲𝗱 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴, cutting CAC ~40%.
• 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Doubled revenue from ₹6 Cr to ₹12 Cr/month in 6 months and positioned Zoomcar as India’s self-drive pioneer.

Jan 2012 – Jul 2014 · 2 yrs 6 mos · Pune/Pimpri-Chinchwad Area · On-site

• FirstCry was in its early days, still setting up scalable growth systems. I joined as a Senior Manager and was promoted to 𝗔𝗚𝗠 𝘄𝗶𝘁𝗵𝗶𝗻 𝗮 𝘆𝗲𝗮𝗿 for driving performance transformation.
• Built performance channels brick by brick, growing revenue by 𝟭𝟬×.
• Used 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 𝘁𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 𝗥𝗢𝗜 and optimise inventory demand planning, boosting revenue.
• Improved repeat orders to 49%, with organic and retention contributing 65% of revenue.
• Launched products like 𝗥𝗲.𝟭 𝗦𝘁𝗼𝗿𝗲 𝗮𝗻𝗱 𝟭𝟭𝗮𝘁𝟭𝟭 𝗳𝗹𝗮𝘀𝗵 𝘀𝗮𝗹𝗲𝘀 to drive acquisition and AOV.
• Part of FirstCry’s first TV campaign to strengthen brand recall.
• 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Improved ad spend-to-revenue ratio to 7X, scaling the business to $14M ARR.

Nov 2009 – Jan 2012 · 2 yrs 2 mos · Gurugram, Haryana, India · On-site

• Handled Shine.com, Desimartini, and HTCampus during India’s early digital growth phase.
• Managed a ₹𝟯𝟬 𝗖𝗿 𝗮𝗻𝗻𝘂𝗮𝗹 𝗮𝗱 𝗯𝘂𝗱𝗴𝗲𝘁.
• Built a 𝗟𝗲𝗮𝗱 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗧𝗼𝗼𝗹 to reduce fraudulent registrations and improve funnel quality.
• Reduced 𝗰𝗼𝘀𝘁 𝗽𝗲𝗿 𝗹𝗲𝗮𝗱 while scaling volume, enabling business growth.
• Made “𝘞𝘩𝘺 𝘛𝘩𝘪𝘴 𝘒𝘰𝘭𝘢𝘷𝘦𝘳𝘪 𝘋𝘪” viral, driving 15M views in a single day.
• 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Scaled HT Media’s digital businesses by balancing cost efficiency, lead quality, and growth marketing.

Sep 2007 – Oct 2009 · 2 yrs 1 mo · Gurugram, Haryana, India · On-site

• I started in product before transitioning into marketing. The focus was on building scalable booking funnels and retention systems.
• Used 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 𝘁𝗼 𝗼𝗽𝘁𝗶𝗺𝗶𝘀𝗲 𝗯𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝘂𝗻𝗻𝗲𝗹𝘀, reducing last-minute booking losses by 60%.
• Expanded product SKUs by identifying and fixing system issues.
• Built the 𝗖𝗥𝗠 𝗲𝗻𝗴𝗶𝗻𝗲 to re-engage cart-abandoned users, recovering 20% of lost sales.
• Partnered with EasyCabs to launch bundled offerings, driving 5,000 daily bookings.
• 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Built the foundation for growth by combining 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗽𝗿𝗼𝗯𝗹𝗲𝗺-𝘀𝗼𝗹𝘃𝗶𝗻𝗴, 𝗖𝗥𝗠-𝗹𝗲𝗱 𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻, 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻.