Richa B. Email & Phone Number

San Jose, Ca, Us

San Jose, Ca, Us

Leading Global Growth & GTM strategy for Trials & Free to Paid conversion, Winback and Checkout growth and monetization across Adobe Creative Cloud and Document Cloud (SAAS) product lines for B2C and B2B customer segments. Responsible for driving multi million dollar incremental ARR via commissioning new customer centric growth programs based on data driven insights and in partnership with product and engineering platform teams.

Mountain View, California, Us

- Leading growth and retention for TurboTax and TurboTax Live product lines- Responsible for lifecycle marketing, personalization and experimentation for the direct response channels- Driving alignment with Intuit Growth Initiatives, bringing product-led growth discipline to marketing

San Francisco, California, Us

Dual responsibility for leading the vision, strategy and operations for CRM team as well as founding member of the cross-functional Growth Team. Charter includes building innovative growth programs for activation, engagement, retention and reactivation using rigorous A/B testing to drive measurable impact. Responsible for connecting product value to users by identifying new and existing growth loops in product as well as via marketing channels.

San Francisco, California, Us

Led the charter for Growth for on-boarding, engagement and retention throughout the customer lifecycle Defined the vision, mission and global strategy for the Customer Growth team comprised of a growth engineer, marketing operations manager, CRM strategy director, marketing analyst Identified biggest impact opportunities and drove a rigorous A/B test roadmap with fast fail approachDeveloped operational framework for prioritizing, driving and tracking growth initiatives Led cross-functional Testing tiger team across Acquisition, Product, Data Science, Analytics, Creative, Visitor Site with the joint goal of increasing new client and existing client revenue Ideated and created the high performing email programs from ground up for ongoing user engagement that led to incremental revenueDrove the New Client Imperative to get new users started on the platform by designing innovative programs Collaborated with cross-functional teams to lead user research, map out customer journey, initiate, size opportunities and initiate programs for new geographic markets and niche customer segments

San Jose, Ca, Us

Led marketing strategy and execution of the new buyer lifecycle program delivering incremental lift of $10m p.a Increased user base by 30% by extending program to the guest users boosting performance significantlyLeveraged detailed customer segmentation to create personalized incentive strategies for different user personas Designed hypothesis driven multichannel integrated campaigns via onsite, email, social, mobile to drive engagementProvided thought leadership to iterate quickly, fast fail when needed and move to the next test idea to drive valueLed a lean team of operations, analytics, customer insights, creative agency to launch campaigns to new marketsManaged senior stakeholders expectations aligning US and European leadership’s vision on engagement

San Jose, Ca, Us

Delivered incremental $200m annually through leadership of complex merchandising product portfolio (EU)Reported to Director of CRM (Europe) with people management responsibility of three marketing managers Directed a series of innovative personalization projects in mobile, email, onsite channels including:Ideated and delivered ‘popular’ merchandising campaigns on search results pages with a lift of $60m per marketCreated innovative mobile in-app marketing campaigns to influence product strategy by sizing opportunityDrove $40m p.a through frequency & content optimizations in targeted personalised recommendation emailsDeveloped test design and go-to market plan for social media landing page personalization pilot in GermanyNegotiated contract and led technical integration with UK start-up Dressipi to bring personalized fashion recommendations catering to the Female Fashion Enthusiast segmentChair of European Steering Group to align tests and business performance metrics with Senior Executives

San Jose, Ca, Us

Delivered roadmap of marketing optimization tests & go-to market plans generating incremental value of $175m p.aRole reported to Head of Merchandising and managed team of three analysts based in Prague and India Conducted qualitative user research and competitive landscape analysis on merchandising in major website pages Led cross functional ‘tiger team’ effort to determine the value of merchandising in transactional emailsProvided weekly merchandising business performance updates to senior management for EuropeMember of the core team for shaping the annual European Marketing Summit held in Zurich in March 2011

San Jose, Ca, Us

Managed marketing tests and rollouts providing 45% YoY lift in incremental valueLed keyword targeted campaigns on the Australian homepage including concept ideation, agency creative work, test measurement and roll out to multiple marketsGenerated market sizing analysis for the ‘Geo Expansion’ team to identify the next three lucrative markets Developed test structure, measured test results and compiled recommendations for gender targeting by category tests Member of ’Metrics Tiger Team’ tasked with creating metrics driven culture enabling strategic business decisionsLed Marketing Scorecard development, from defining product requirements through User Acceptance TestingEvangelized cross market best practices and led agenda for Marketing Summits in Prague(2008) and Vienna(2007)

Developed merchandising insights reporting suite influencing the catalog mailing strategy, valued at $40m annuallyRole reported to Marketing Circulation Director and managed a marketing analyst positionResponsible for generating seasonal catalog specific models using the ModelMax statistical modeling toolLed customer insight, lifetime value analysis and reporting, and enabled segmentation strategies Conducted tests to evaluate RFM segmentation strategy vs automated statistical modeling approachEnabled automated analysis of campaign results using SQL scripts, empowering business users to slice and dice data

Enon, Oh, Us

Led retail pricing project that enabled the marketing team to deliver $50K annual value to the businessGenerated custom MicroStrategy reports for competitor data stored in Teradata data warehouseManaged independent research & analysis efforts helping senior managers in decision makingResponsible for requirements gathering, capacity /space/cost/time analysis , report prototyping, task/resource scheduling, scope creep documentation, design and implementation of SQL Server and Teradata databases

Professional Certification, Strategic Decision And Risk Management

Bachelor Of Commerce (Bcom), Accounting And Business Management

Mba, Management Information Systems