Sep 2020 – Jun 2022 · 1 yr 9 mos · Mumbai, Maharashtra, India

• Responsible for driving digital campaigns with key objectives around building brand awareness, new customer acquisition and driving repeat renewals.
• Leading a data oriented team responsible for building upper and mid-funnel campaigns using SEM/DV360, Social, SEO and marketing automation efforts.

Oct 2018 – Sep 2020 · 1 yr 11 mos · Mumbai Area, India

• Focus on minimising cost of acquisition and driving customer lifetime value with growth marketing initiatives
• Drive In-app conversions via better segmentation, targeted push notifications, emails and personalisation across channels
• Track and report on performance KPIs across all acquisition and retention channels to key business stakeholders
• Leverage analytics and consumer insights to impact app development roadmap with the product and BI team
• Own the P&L for consumer business – revenue, cost, engagement metrics and user growth
• Identify key measurable metrics (repeat rate, upsell, churn) for lifecycle programs
• Coordinate with cross-functional teams to determine communications calendar, messaging, audience selection, and analysis/key insights
• Methodically A/B test and identify best performing content and messages for each audience across email, push notifications, platform etc.
• Manage tools to measure and forecast churn, retention and conversions
• Conceptualise and launch a customer loyalty program to mobile customers to brand advocates
• Awards and Recognition -
• Won Silver Award for Innovation in Email and Mobile Marketing at ACEF – 8th Global Customer Engagement Award
• Won Best Mobile Marketing Campaign Overall at mCube 2019 – Masters of Modern Marketing Awards and Conference
• Won Gold and Silver Award for Best Mobile Marketing Campaign at Digies Digital Awards2019

Nov 2014 – May 2018 · 3 yrs 6 mos · Mumbai Area, India

• Responsible for strategizing and implementing annual marketing plans to drive revenue and growth in key markets
• Drive bottom-line by optimising cost of acquisition and LTV of enterprise leads generated via acquisition marketing activities
• Build strong brand equity, right global positioning and growing market share via ABM (account based marketing) efforts
• Worked closely with CEO of WebEngage on strategy and operations
• Recruited 12 member Inbound Marketers and setup SDR channel for demand generation for key enterprise accounts
• Scaled up acquisition marketing via paid channels like Google Ads, FB Ads and Re-targeted Ads.
• Build an inbound marketing engine via SEO, email ,content efforts like e-books, webinars, landing page optimisation and PR

Apr 2012 – Oct 2014 · 2 yrs 6 mos · Gurgaon

• Handled Performance marketing for Favista.com(Online Realty Brokerage Service), acquired by Coldwell Banker
• Managed Demand generation using ATL and BTL marketing campaigns like SEM, Email, SMS and OOH media
• Handled CRM Management for customer segmentation and sales funnel management
• Handled media agencies for BTL creative creation and budget negotiations
• Keep track of monthly lead targets, campaign performance and reported findings to management via MIS
• Managed a 15 member team for editorial content, campaign execution and CRM reporting

Jun 2011 – Jul 2011 · 1 mo · Hyderabad Area, India

• Projects:
• ISO Preso Warehousing -
• a. Sales Process Optimization Project to minimize the time
• required during sales pitch process.
• b. The Project aimed at automating all non-core ISO activities
• including CVPs estimates, lead uploads.
• c. It intends to leverage translation capabilities to offer non-
• English language support.
• Benefits of the Project- reduced NA ISO support headcount, reduced TVC expenses for non-NA market, non-English support for JAPAC, consistent support model for ISO region.
• Finance MicroVertical Client Acquisition -
• a. Identifying market potential for different Micro Verticals
• across Financial Services and prioritizing top domains for
• lead list creation,
• b. Creating a business case as to how these domains will
• ensure high quality and high potential leads.
• c. Preparing Client Pitch following the MCCOS Google Sales
• Framework to project the benefits for the client by being in
• Google's search network
• Benefits of the Project - Incremental Revenue generation through identification of high potential micro verticals . Minimizing client fall out rate due to identification and conversion of clients with sound business model.

Apr 2011 – May 2011 · 1 mo · New Delhi Area, India

• Projects:
• 1.Brand Track Study for Leading Passenger Car Manufacturer in India
• Project involved Quarterly and Monthly report for the client
• Understanding research proposal and objectives for the study
• Creation of Questionnaire to be administered
• Briefing of the questionnaire flow to Field Research team.
• Analysis Plan preparation from the data received from field
• using SPSS, excel
• Research Report Preparation highlighting the research
• findings and recommendations
• Report included purchase intent of the brand, competitive
• brand positioning, advertising awareness, critical sales
• incidences
• 2. Qualitative Research for Cigarette Manufacturing Firm and FMCG Firm
• To conduct Usage and Attitude test for the currently used
• brands by the TG
• Handled FGDs and PIs for qualitative research for new brand
• launch
• Understanding consumer reaction to Ad Concepts to
• study the brand ad campaigns effectiveness
• Understanding the effectiveness of brand communication in
• market
• 3. Post Campaign launch effectivess measurement for Major Softdrink Manufacturer
• To understand the reach and marketing campaign's
• effectiveness in the market
• To understand the factors working in favour/ against the
• brand in the launched areas
• To present findings to the client about increasing market
• awareness post campaign launch
• 4. Mystery Shopping for Major Pizza Chain and Major Eyewear Retailer Chain
• Audited the Retail Stores and submitted the findings wrt customer
• care indices, services standards maintained during customer
• interaction
• submitted the observation regarding compliance to regulation
• by the client

Jul 2010 – Mar 2012 · 1 yr 8 mos

• Brand Management, Market Research

Jul 2007 – Jun 2010 · 2 yrs 11 mos · bangalore

• Worked with Product Managers to understand business processes, functional designs and specifications
• Worked on an e-commerce application development, enhancements and wrote technical specifications
• Received Fusion Recognition Award for pioneering work in CRM Dev, Oracle India Pvt. Ltd., 2008