Sep 2024 – Nov 2024 · 2 mos · Mumbai, Maharashtra

• Had a bereavement in the family and shifted focus on overall wellbeing and spending time with family.
• Currently also working towards publishing my first book - a book of poems, that's packaged with equal measures of personification and satire/critical observations on society and life.
• Also, made fitness an inseparable part of my lifestyle (this year marks 15 years of me being dedicated to fitness. Now, even more).
• To excite my gray matter, I've indulged myself in completing a few courses around GA4 and Statistics (these are core skill sets and sharpening these further seemed like a natural way forward).

Feb 2024 – Sep 2024 · 7 mos · Mumbai, Maharashtra, India · Hybrid

Dec 2022 – Dec 2023 · 1 yr

May 2022 – Dec 2022 · 7 mos

• Looked after growth in SEO, ASO, Influencer Marketing, YouTube and PR Stories tracks at CoinDCX
• Overlooked ‘Reverse’ Proxy Project for step up growth in SEO, wherein we structured the blog section from sub domain to sub folder of the main domain, equating to 2.5L lifetime users at nearly 1.5 sessions/user
• Synced with Growth Team to build content marketing experiments as part of CRO projects to drive signup to activation rate to 12%. Implemented SEO on the content marketing blogs to drive avg 1.34 Mn impressions on blogs (SERP) and 20K+ clicks on Google Discover
• Implemented CRO experiments on blogs and mweb with banners and sticky banners which gave incremental 1.1% installs from traffic
• Synced with PR teams to finalize inventories on Business Insider and YourStory as part of GTM for awareness of first ever offline event for Crypto – UNFOLD 2022. We received coverage in major publications such as ET, Business Today, YourStory and etc.
• Worked with Data Analytics team to build an initial level attribution model to attribute brand marketing efforts within Organic installs. We were able to test out Brand Partnership campaigns, such as Zomato partnership accurately with the correlation model
• Worked on the GTM plan for new product, a Multichain DeFi Self Custody App – Okto. I was part of the initial team of Okto and was responsible to come up with the name, Okto which was based on Igor Naming Guide exercise with Founders and senior stakeholders involved in the process

Oct 2021 – Apr 2022 · 6 mos

• Managed the tech SEO as a sole owner, for 9 months for CoinDCX, CoinDCX Pro and Cosmex, including web IA optimization, sitemap hygiene and meta optimization.
• Implemented meta title strategy to ensure higher CTR, on Search Console, in branded search terms considering 5+ domain and sub domain web architecture. Leveraged on core category queries to build demand side input for content team to drive content pegs that rank; eg. NFT vs DeFi blog, Ethereum Altair Upgrade blog and etc.
• Focussed on driving the AR% for the new user segment and owned the funnel till activation stage. Contributed to 25% of overall activations share via push/email comms since June onwards, driven by specific segmentation and comms (push + email)
• Created off product reward logic cycle for ‘Happy Days’ Reward driven campaign, to drive higher AR%. Saw a lift of 10%+ from the overall activity, which led to 20% overall daily conversions/activated portfolios. The campaign was a pilot test for the eventual ‘Future Yahi Campaign’, which continued to observe 25%+ contribution from conversions/activation flows
• Innovated ‘coinwiki’ product with the product design team, which is in wip phase and is being designed with objective of both in app engagement and SEO.
• Managed ASO ranks on core terms of bitcoin, crypto, cryptocurrency investment app and etc. Consistent #1-3 rank maintained on core search terms of bitcoin, crypto, crypto investment app and etc. From app installs, recent monthly average installs were pegged at nearly nearly 1L volumes from core category search terms.
• Strategized and closed media partnerships to drive brand search volumes, backlinking and overall product positioning and content marketing activities– led some critical campaigns like ‘Crypto Nivesh’ by CNBC Awaaz, Crypto Injest with Business Insider, Livemint and etc.
• Tools: Google Analytics, GSC, PlayConsole, App Follow, Amplitude, Moengage, Confluence, JIRA, Slack

Jan 2021 – Oct 2021 · 9 mos

Feb 2019 – Jan 2021 · 1 yr 11 mos · Mumbai Area, India

• Manage the digital/tech team of 15. The team includes paid specialist, email specialist, web designers/developers
• Managed On-Page and Technical SEO for Construction World, to drive 3X impressions between May 2019 and December 2019. In pandemic, the daily impressions have gone up 6X with tech SEO (35k from 5K), between March 2020 and Dec 2020
• Conducted UI/UX audit and managed tech SEO for successful launch of premium version of Construction World – CW Gold.
• Conducted UI/UX audit of Subscription Pages and initiated Subscription Ads (FB conversion Ads) to drive consistent monthly subscription revenues. Current ROAS are benchmarked at 3X and we realize 3.5X ROAS for CW digital subscriptions. Digital to Subscription revenues is 1:3
• Plan Digital Leads for delegate and sponsorship events. Helped the team realize 2X ROI as part of Digital Marketing Revenues during flagship ‘SmartUrbanation 2019’ event and attendees form digital efforts contributed to 90% of overall to ‘IICF 2020’ via SEM and GDN campaigns, which also helped in building a new DB for email automation. I was responsible to offset the high CPA incurred by Brand Team (INR 12K) by driving overall CPA of INR 92 for digital campaigns through effective focus on competitive brand terms in SEM and focused demographic targeting in FB
• Leveraged on Email Automation and Webinars to build a segmented DB of 30K stakeholders (Senior Manager to CXO level) for purpose of future marketing
• Revamped and aided launch of B2B marketplace – IPFOnline.com. Tech SEO has ensured the traffic to category pages oversee a surge of 100X during pandemic
• Initiated agency services (ADS) by helping strategize digital agenda for the prospects. Single handedly opened new revenue stream for the firm with INR 7 Lakhs revenue in the current fiscal
• Grew organic Linkedin from 500 in May '19 to 6,000 in Dec 2020
• Tools :Google Analytics, Google Ads, Google Search Console, Zoho, InfusionSoft, Textlocal, FB Ads Manager, LinkedIn Campaign

Sep 2017 – Feb 2019 · 1 yr 5 mos · Mumbai, Maharashtra, India

• Strategize digital marketing efforts (paid and SEO) of firms in B2B space
• Identify potential for firms to amp up their digital presence to target consumers at various stages of consumer funnel
• Help develop an integrated digital marketing solution, leveraging on various tools such as Facebook, Google Analytics, LinkedIn Business and Content Marketing as per business/project goals
• Notable Clients - ICICI Merchant Services, Phillip Machine Tools, Silver Lining Storage, O.C. Tanner, IAQURE (Sterling and Wilson), GSEZ, HAAS Machines and ITC

Sep 2016 – Sep 2017 · 1 yr · Mumbai Area, India

• Primary role involved executing business development activities for US Market (both mid-market and enterprise segments), to build opportunities for selling our Automation technology
• Deal Closure - $130,000 (client is a US biopharmaceutical firm. This was the first deal for a new integrated product, Genesys, which combined procure-to-pay (P2P) and Contract Management (CM) solutions); Pipeline - $600,000
• Help drive success for Marketing Team's content marketing efforts and give valuable inputs on what works in which region
• I was part of the pilot Six-Sigma team, and co-designed the Account Planning Document, which has been implemented at Global BD scale. The objective of the task was to ensure minimal information loss and support the Regional Sales with critical information to improve win probability

Apr 2015 – Aug 2016 · 1 yr 4 mos

• I was part of the pilot team for IBM Watson Analytics at R&A unit
• As a Watson SME, core responsibility included understanding of the Watson capabilities and imparting the learnings to the teams
• Attended trainings on Cognos and served as a key Cognos resource for two major projects
• Received accolades for the value presented to two major clients on both the solution platforms
• As part of learning requirements, also completed basic Excel and SPSS training
• I was recognised for IBM Core Values of 'Dare to Create Original Ideas' for my Watson Analytics initiatives and 'Put the Client First' for my role in ESI and Idea Telecom projects

Apr 2014 – Jun 2014 · 2 mos · Mumbai Area, India

• My internship required me to work in three different projects. First was a analysis of internet consumption pattern of different demographics and gender and also figure out similarity and differences in consumption patters between Indian audience and worldwide audience. Secondly, I helped pitch formats (Scripted and Non Scripted) to existing client countries. Thirdly, I was responsible for studying a virgin territory for Indian content, Chile and subsequently make sales pitch based on the preferences of the target audience.

Jun 2011 – Aug 2011 · 2 mos

• Study of the hardware systems in the Seis data processing centre, ONGC
• Explored the various server systems deployed at the centre
• I received additional insight into the Linux softwares that interact with the hardware systems to drive data analysis, under guidance of Chief Engineer