Product ownership - Credit Health Report:1. Developed a product strategy and roadmap to reimagine the ‘know your CIBIL’ functionality to drive fee-line, generate explicit and implicit leads, real-time and batch loan offer generation, audience building, and user data enrichment2. Designed a solution to integrate real time offer BREs on Know your CIBIL page to generate run time loan offers. Managed stakeholders across Business, Risk, IT for implementation3. Increased traffic by 3x after saturation of organic channel4. Orchestrated outbound campaigns via Email, SMS, Google, Facebook channels on open and captive audience5. Developed a cross-sell model for selling CHR as a bundled product6. Ran BI & MIS for CIBIL traffic, campaign, lead, and CIBIL tradeline based user segment reportingBusiness Delivery - No cost lead generation:1. Created several product intent-based remarketing programs analysing user’s website clickstream behaviour and non-logged in user identification capability; improved traffic to disbursal funnel2. Liaison with IT, Outbound, content and communication team and managed campaign orchestration across email, SMS, and call centre channels3. Built and orchestrated data programs by monitoring live CIBIL enquiries and clickstream data generating monthly average business of 50 Cr4. Utilized personalization capability to build use cases such as journey continuation for FD, EMI card business

Offer Pool Expansion:1. Set workflow with 6 businesses for generating pre-approved offers for PTB/KTB users by utilizing web sourced data2. Data cleaning, validation and consolidation from 7 different sources3. Generated 2.8mn offers across various businesses in 6 months. Delivered AOP target in 4 monthsSearch Marketing Automation:1. Consolidated SEO data from sources such as Google trends, ADWORDS, SERP, AHREF, Search console. Created an ERD and designed the database to store data into EDW2. Worked with agency partners to develop RPA solutions where standard APIs were not available3. Created wireframes for keyword analysis, URL analysis, and SEO performance monitoringPersonalization:1. Designed personalization framework for offer section for identified/unidentified users basis clickstream, customer, and prospect dataE-commerce:1. Built and executed a transition plan for analytical capabilities of an e-commerce asset from a group company2. Created dynamic auto-trigger programs based on journey drop-offs for eligible customers visiting the asset3. Facilitated creation of a single Power BI dashboard to monitor ecommerce funnel for 5 businesses across 15 categories and 12 channels operated by three different functions4. Built SQL code to manage 10K+ KPIs by joining several massive databases to optimally prepare data 5. Generated business insights by analysing the various types of data to highlight new business opportunities for loan and cards businessAlternate data:1. Designed and built a user consent-based solution to read user’s financial and transaction emails to bridge data gaps and create personalized offers by studying their expense pattern2. Designed user journey and created wireframes for the presentation layer

1. Marketing campaign (Batch Email, Nurture campaign, Trigger based campaigns) implementation using Marketing automation software Marketo2. Spearheaded a research and market study on Programmatic advertising and suggested entry points for TCS in the programmatic space3. Identified gaps in the marketing strategies and the MarTech Ecosystem of existing clients to discover cross selling opportunities4. Built Client Engagement docs on "Marketing attribution" and "Voice search" to guage the readiness of a client to implement a custom solution5. Conducted Website analysis to check SEO performance using tools like Mangools, Screaming Frog, SimilarWeb and identified gaps to build a proactive cross sell pitch

1. Created a model to breakdown Marketing cost between Acquisition and Retention2. Created Regression Models (Linear, Logistic, Holt-Winter, ARIMA) to answer various business questions using Excel and R3. Created a model to calculate Customer Lifetime Value (CLV) and compare CLVs for different acqusition channels4. Understood the way different Online Marketing channels function and learned how to optimize marketing spend by identifying best channels for different activities

Worked to reach out to bloggers and writers and convince them to join MyIzwi platform as a contributor

1. Designed and conducted Primary research regarding brand popularity of AGL amongst architects in Ahmedabad region2. Suggested improvements on the way AGL was using Social Media to increase brand awareness

1. Made sales pitches to numerous prospective clients in the Ahmedabad region for Digital Marketing projects2. Performed multiple roles from making cold calls to Email marketing via Mailchimp to Content Writing for websites