Jan 2023 – Dec 2024 · 1 yr 11 mos · Hybrid

Mar 2022 – Dec 2022 · 9 mos · Mumbai

• Leading the Marketing team and efforts required for go-to-market plans for a new OTT App ‘Ultra Jhakaas’, including user research, planning, strategy, branding, messaging, print-digital-OOH media buying, ATL/BTL, and overall product marketing & management.
• Responsible for planning, and execution of acquisition & retention campaigns via app & web Push, In-App, Email, SMS, Whatsapp, etc. using the MarTech tool CleverTap. Building audiences & segments for every message to drive performance against KPI goals using triggered, event, cohort, and attribute-based marketing.
• Boosted app downloads by 30% and daily active users by 40% through targeted campaigns and Web3 & NFT-based campaigns.
• Driving subscription revenue, optimizing user journey with the best UI/UX practices, revenue forecasting, driving DAUs & MAUs Targets. Driving AVOD revenue & partnering with various DSPs including demand, discounts & pricing.
• Maintaining annual brand budgets, and monthly ad spending reports, defining KPIs and measuring ROI, and initiating various social, viral, trending campaigns, influencer campaigns, and organic & paid campaigns to achieve desired growth. Optimizing channels - Google Ads, SEO, PPC, Retargeting, FB/IG ads, banner ads, search ads, affiliates.
• Evaluating & deploying Tech-stack in order to create analytics framework and dashboards for the business including automation, attribution, and analytics tools.
• Developing ASO Strategies, ASO Audits, keyword optimization, competitive analysis, tags, and multi-lingual optimization, to increase the app ranking using AppTweak
• End to End owner of strategic partnerships with brands, Telcos, OEMs, PayTV operators, Aggregators, and Couponic deals.
• Analyzing and making regular campaign reports that include conversions, revenue lift, revenue forecast, unsubscribes, churn rate, CLTV, CAC, NPS, and CSAT score.
• Marketing team development & alignment with product design, developers, product engineering, support and ad sales teams

Jun 2019 – Feb 2022 · 2 yrs 8 mos · Mumbai, Maharashtra, India

• Supported go-to-market strategy for a new entertainment app ‘Bollywood Times’. Created the brand architecture, communications, and key visuals with creative agencies
• Produced and executed event-based targeting, email marketing, web & app push, WhatsApp, and SMS campaigns, using CleverTap and optimized the user onboarding journey.
• Executed live and promotional events, ATL/BTL activities, OOH, and other media buying and planning.
• Initiated viral campaigns, influencer campaigns, organic & paid campaigns & affiliates campaigns to create growth loops. Optimized performance channels including Google Ads, FB/ IG Ads, banner ads, and search ads, to improve acquisition efficiency, and user lifetime value, using AppsFlyer. Maintained annual brand budgets, P&L, measured ROIs, and defined various KPIs to forecast growth.
• Experimented and developed ASO Strategies, ASO Audits, keyword optimization, and competitive keyword analysis to increase the app installs
• Led partnerships with ad networks, brands, content agencies, app aggregators, couponic websites to achieve the desired revenue growth. Partnered with ISPs and bundling aggregators.
• Triggered subscription growth, Optimized subscription pricing & discount, created user persona-specific User Lifecycle & enhanced UXs including prospecting, retention, feedback loops, omnichannel, media mix, cohort-based segmentation, and transactional emails with high delivery.
• Created end-to-end marketing strategy for three Bollywood films including all channels.
• Results:
• Engagement increased by 40% and retention rate by 24%
• 2x growth in Monthly Active Users
• 35% uplift in ‘Pro subscriptions'
• Revenue from partnerships: >10 Cr.
• 2 out of 4 users who clicked on Push Notifications
• Overall User churn was reduced by 30% across the web and app
• Increased the CLTV by 30% and reduced the CAC by 25%
• Onboarded 30+ A-list Bollywood Actors including Shahrukh Khan, Ranveer Singh, Alia Bhatt, Akshay Kumar, and others to promote the App for FREE.

May 2018 – May 2019 · 1 yr · Mumbai, Maharashtra, India

• Developed launch strategies, analyzed consumer insights, and built brand & marketing strategies for retail, B2B, SaaS companies, and consumer tech brands.
• Prepared pitch presentations, internal briefs, and strategic plans to convert prospective customers into agency clients.
• Proactively planned media roadmap, and provide technological solutions including rich media, site/ app optimization, lead generations, publicity & PR ideas, social media, email marketing, viral content, etc.
• Developed and built an engaging online community, blogs, resources, content writing, copywriting, and comprehensive demand-generation strategies for clients including lead generation, account acquisition, and multivariate testing of site content.
• Measured ROI and defined various KPIs to improve client revenue with paid ads, organic growth, and SEO using Google Analytics and other data tools.
• Closely worked with creative, product, and sales teams to design cohesive strategies & new initiatives for driving growth for businesses.
• Maintained annual brand budgets, executed ATL/BTL activities, & sales promotional events, and actively identified new marketing and partnership opportunities for the assigned brands.
• Clients managed: Magnifi (SaaS), Koovs (D2C), Bitz Crypto

Oct 2017 – Dec 2017 · 2 mos · Mumbai Area, India

• App Marketing - Helped the product marketing team of 'Filmy Mirchi' with user research, user persona, content consumption, feature testing, and content A/B Testing. Liasoning with creative, social and events teams to ensure smooth execution of marketing campaigns for the app across media channels.
• Content Marketing - Part of the content marketing team of Karan Johar Talk Show - 'Calling Karan' on Radio Mirchi frequencies and 104.8 Ishq FM PAN India.

Apr 2017 – Apr 2017 · 0 mo · Mumbai, Maharasthra

• Closely worked with the communication team and crafted a 360-degree digital brand campaign for CRY India in order to increase engagement on various social media platforms.

Oct 2016 – Oct 2016 · 0 mo · Jaipur, Rajasthan

• Covered pop culture and city affairs for Jaipur Beat.

Apr 2012 – Jun 2012 · 2 mos · Ajmer, Rajasthan

• Interned under the creative & programming team and created radio ad spots for major clients.