Consumer & Market Research
Product Marketing Manager
PayU Finance (LazyPay + Paysense)GTM lead for Loans & BNPL Cards business- Driving Acquisition & Cross-Sell Strategy. Reporting Directly to Business & Product heads across Businesses. Driving Experiments on reactivation, and engagement across performance, product merch, and CRM. Responsible for getting a lift of 4% on a churned base of 2million users. Minimizing churn with cross-functional teams, through sophisticated retention models built on Machine Learning. Building marketing capabilities along with the data science & engineering team to drive predictive intelligence in campaigns, attribution measurement & automating ad-hoc campaigns.
Associate Growth Manager
Urban CompanyGTM lead for UAE-Responsible for GTM strategy & execution, Managing entire P&L -Scaled the UAE business from scratch to the top two in the market within 18 months. Managed Budgets of over 5 million USD Across Fb, Google, Snapchat, and Programmatic for Driving Performance & Brand Marketing Achieved an improvement in CAC by 25% with 2x growth in New users. Worked closely with the tech & product teams to minimize funnel leakages. Responsible for improved conversion on paid channels by 5 % Point with 1.5x Growth in traffic. User Segmentation by RFM models and qualitative research, creating 500+ personalized campaigns for different cohorts of the base - Responsible for taking UAE to its pre covid peak (from 30%) within 3 months after Covid. Worked on creative & Market positioning strategy through consumer insights & research. Hired and led a team of 2 Associates and 5 interns, building digital execution capabilities.
COBB- ClothingLed Growth for Cobb Retail Store for Clothing & Fashion in India and UAE-Responsible for making the store one of the biggest in Rajasthan (India) in a period of 1 year