Feb 2024 – Sep 2024 · 7 mos · Bangalore Urban, Karnataka, India · Hybrid

• IMBR was acquired by Dream Sports and the product pivoted from a Social Gaming App to a Real Money Gaming App. This was a huge change from a marketing standpoint as the mode of download changed from Google Play Store to a Website Apk Download (Similar to Dream 11). Stakes were much higher as well with Marketing Budgets being 8X from 2023 and Install targets in 16,000 to 18,000 Daily Installs.
• To Facilitate the shift to APK Based Marketing, Smart Script was configured in Appsflyer to Track all our User Acquisition with Precision. Our Website Structure and Landing Page was Built from Scratch with the Collaboration of Engineering, Design and Growth. The Website Copies, Structure and Call to Action was Optimized very regularly during the initial period to ensure 70% Click to Install on our Landing Page. A new focus on SEO was taken where Keyword Research and Competitor Analysis was done to find topics to be covered in our Blog, in 3 months we were ranking #1 for Target Terms like "BGMI Tournament" "BGMI Tournament App".
• Performance Marketing had new challenges instore for us, as we had to scale using Affiliate and 3rd Party Marketing Agencies instead of relying on Google UAC Campaigns. By the month of May, I was handling 5 Marketing Agencies per day, achieving Product Metrics Install to Signup - 80%, Joined Contest - 50% & Wallet Deposit - 10% Successfully.
• Influencer Marketing being our best performing channel was scaled as well, with us working with 160+ Influencers and publishing 30+ Integrated Video Promotions every week with Influencers. The Popularity of Influencers we worked with in this period ranged from 1 Lakh to 16 Million Subscribers. Our Most Viewed Integration Video has garnered over 960,000 Views till date and our most viewed Livestream Video with 310,000+ views till date by “Elvish Yadav Gaming” who had gone onto win Big Boss OTT Season 2 in 2023.

Mar 2023 – Feb 2024 · 11 mos · Hybrid

• Took charge of all User Acquisition channels at SoStronk, focusing heavily on Performance Marketing initiatives, particularly Google Search and Google UAC campaigns.
• > Led the growth of the existing Influencer Marketing channel while simultaneously optimizing performance marketing efforts.
• > Conducted keyword research using Google Keyword Planner to target BGMI and Free Fire players interested in tournaments, resulting in the creation of 150+ highly relevant keyword phrases for Google Search campaigns.
• > Managed multiple Google UAC campaigns, focusing on critical user actions such as First Open, Registration Success, and Contest Joined to drive high quality app installs and user engagement.
• > Optimized campaign performance on a week on week basis by analysing cost-per-install (CPI), cost-per-registration (CPR), and cost-per-action (CPA). Budget Allocation was redistributed according to these Data Driven Insights.
• > Collaborated with the Design team to build highly engaging Image & Video creatives that communicated the product's value proposition effectively with 3+ Variations of each ad. Based on Product Releases, all marketing creatives were refreshed every month to ensure there is no ad fatigue for our target audience.
• > Achieved App Installs at Rs 10-12 which was less than 1/2 of Previous Costs which were between Rs 22 - 25 while maintaining an 80% Signup Rate, significantly enhancing User Acquisition efficiency.

Jun 2022 – Mar 2023 · 9 mos · Hybrid

• Led the Influencer Marketing strategy for IMBR, a Social Gaming App catering to Free Fire and BGMI Gamers, Driving the Channel's Growth and Scaling Efforts after Initial Positive Tests revealed its Potential for Acquiring Highly Engaged Users at a Low CPI.
• > Conducted user research by interviewing over 50 app users who were acquired through influencer promotions to understand their preferences, behaviour, and other platforms they engage with, such as Loco, Rooter, and Stan.
• > Identified key search queries, popular gaming content channels & other mobile apps used by our Target Audience, which helped inform our affiliate marketing strategy and pinpoint influencers for collaboration.
• > Built a targeted list of 200+ influencers on YouTube who aligned with our audience and brand, securing single-video and multi-video collaborations to integrate SoStronk within their content.
• >Handled end to end execution from Finalizing Pricing & Deliverables, Coordinating with the Legal team to Draft Legal Contracts with Agencies & Influencer Managers and also making sure the payments are processed weekly by liaising with the Finance Team.
• >Conducted A/B Testing experiments based on marketing pitch, language of delivery and video design to find the perfect Brand Messaging for our Target Audience. The Script for Influencers were Reiterated regularly to align with the Product Roadmap, ensuring content remained fresh and relevant.
• > Tracked Influencer Marketing performance on Multiple Levels from Game, Channel, Creative using Appsflyer, continuously optimizing campaigns based on metrics like CPI, CPR, and Cost per Action (CPA), with the desired action being Game Played on IMBR.
• > By the end of 2022, Influencer Marketing became the top-performing channel for SoStronk, accounting for 85% of paid installs, making it the most efficient and cost-effective acquisition strategy.

Jul 2018 – May 2022 · 3 yrs 10 mos · Bengaluru Area, India · On-site

• Full Stack Digital Marketing Specialist for Riyaz - Anybody can Sing which is an E- Learning App in the Music Domain to Learn Hindustani, Carnatic and Bollywood Singing. I Setup and Executed all Digital Marketing Acquisition Channels from the beginning such as Google Ads, Facebook Ads, Influencer Marketing, ASO and SEO. Being part of a small team, i even played a role in Shaping the Product , Increasing User Retention & Product Revenue. Personalized User Journeys and Automated Trigger Campaigns based on User Behaviours were setup by me on Clevertap, Moengage and One Signal which played a pivotal point in increasing DAU's, MAU's and App Stickiness.
• My Day to Day responsibilities were setting up Dashboards to track and measure Daily/Monthly Install Targets, Manage and Optimize Performance Marketing Campaigns on Google & Facebook , Plan and Execute Influencer Marketing Campaigns, Reiterate our Google Play Store Page Monthly for ASO, Write Blogs every week for enhancing Website SEO, Setup User Journey Flows and Schedule Daily & Festive Push Notifications, Oversee the Social Media Growth and Work with the Social Media Manager to Increase Followers and Engagement on our Instagram page. In 2022, I've also led a team of 6 with 4 interns allotted for Scouting Content and 2 Full Time Resources for Negotiating and Closing Deals with Micro Influencers to Accelerate our Content Acquisition Efforts from Instagram.
• Executing the Vision of "Bringing Indian Classical Singing to the Masses" was quite a unique problem to solve, where there was a lot of resistance for learning to sing with the help of a mobile application. However, we overcame this by collaborating with Music Schools, Music Gurus and Music Students, Proving that we can Coexist. Later Riyaz App has Partnered with Prominent Singers like Shaan, Monali Thakur and Udit Narayan for Specialized Bollywood Singing Courses as well.
• Try out Riyaz for Yourself!