• Led zero-to-one digital transformation of Eko to acquire and engage users completely digitally• Delivered 10x growth in the new transacting user addition vs the previous offline benchmark• Built in-house marketing team ground-up, across paid and organic marketing, design, and content

Brand Marketing• Led overall marketing function to fuel brand building and drive business growth• Anchored Toppr’s pivotal brand campaigns • Strategised 360° media plans • Owned communication design • Onboarded a PR agency and achieved hundreds of features • Multiplied social media presence across platforms• Started periodic consumer researchPerformance Marketing• Planned omni-channel performance marketing campaigns• Launched re-marketing, flash and drip campaigns• Scaled app download and lead generation by over 5x across digital marketing platforms• Enabled cross-functional collaboration of Marketing with Product, Sales & AnalyticsOther Key Initiatives• Weaved a collaborative ecosystem of mar-tech tools• Personalised product communication• Devised empirical models to predict ad response from TV channels• Crafted Toppr’s largest school outreach program• Recruited and trained a 3-tier BTL marketing team

• Brand building, communication and PR• ATL marketing and media planningAchievements• Featured in Top 3 ads of the month by AdAge — Toppr, “The classroom for one” campaign• Achieved 400% growth in users in 4 months vs 20% growth before the TV campaign launch• Received best ed-tech at IAMAI Digital India Awards-’16 & ’17 and AWS Mobility Awards-’17

Marrying consumer analytics with digital marketing, creating awesome outputs.• Defined end-to-end marketing strategy to create India’s first member’s only club for consumers• Streamlined brand communication in SMS, email, notification, social media and BTL activities• Utilised Facebook, Google, ASO & BTL activities leading to 65,000 non-incentivised downloads • Achieved over 10,000 orders and 40% repeat buyers within 8 months

Curating a culture of analytics in this young venture to drive data based business decision. Leading a team of smart individuals to create diagnostic, descriptive and prescriptive analytics solutions.• Customised targeting strategy based on purchase behaviour of customers to improve loyalty• Increased top-line by 5% by improving cart conversion driven by tracking and customer calling• Achieved savings of INR 30 Lakhs by identifying gaps in actual vs. billed package weights

• Led teams of 2 to 3 analysts across various advanced analytics projects for a top FMCG major • Up-sold and cross-sold the modules to existing clients via on-shore and off-shore meetings• Developed marketing mix models for 5 countries and 4 categories for a top FMCG major• Awarded twice by Fractal and an FMCG major client for project execution and leadershipIntegrated Marketing Spends Visibility, (Europe) Identified opportunity to integrate data from multiple sources in a single self serve analysis tool Enabled real time collaboration between users across geographies for efficient planning Created spotfire based budget optimization engine enabling focussed planning and reviews Delivered more than 20% time saving for the users

Marketing and Trade Optimization, (CEEMEA)• Led a team to 3 to deliver 5 Marketing Mix and Trade optimization studies• Developed marketing mix models to quantify the effect of multiple activities on sales• Identified Key business drivers to optimize channel-wise trade investment in developing market• Evaluated ROI of diverse media and TV saturation curve to optimize the marketing budget

*Product Development-ProNG+* IT Consulting/Client Support-Zainet