Elevating early stage startups run by passionate founders with all things scaling, funding and operations.

- Driving Demand Generation/Sales, Branding, Retention and PR across four countries for four entities valued at $600 Mil - Leading a team of 5 country managers, agencies and freelancers to diversify channels from 4 to 35 to minimise risks and costs - Formulating and launching Go To Market strategy for MAU increasing (Wallets/Bill pay etc) and Debt sourcing (investments) in Africa and India leading to elimination of external debt sourcing Improving the overall Life time value of customers to make countries net profitable ▪ Spear heading organic demand through ASO, influencer marketing, community engagement etc to generate 70% org demand▪ Leading employer branding through LinkedIn visibility, improving recruitment process etc▪ Customer lifecycle marketing to improve overall signup rates, retention by 10% year on year, thereby reducing overall costs▪ Influencer marketing to launch product ▪ Lead Rebranding and transition from digital lender to Nationalised bank in Kenya and transitioning acquired entity in-house▪ Working with credit, analytics and product team to improve flow, approval rates and other factors ▪ Lead Negotiations for vendors and agencies saving roughly $500k/year▪ Launch alternate channels of acquisition through partnerships and referrals to bring down delinquencies by 75% ▪ Lead localisation of app, play store and communication resulting in 10% uptake in vernacular language users

▪ Leading 14 member marketing and 26 member sales team for online customer acquisition for academic classes and workshops▪ Budgeting online performance and branding marketing spends across all online channels for acquisition– Facebook Lead Generation, SEM, GDN, Tiktok, Taboola, influencer marketing etc ▪ Managing engagement campaigns through Emails, text, Masterclasses, workshops and whatsapp to increase LTV, and NPS▪ Deployment and monitoring of reactivation campaigns for churned customers ▪ Created processes and metrics for reducing lead closure time from 12 days to 5 days and higher accountability▪ Assisting in building the in-house marketing team and transition from outsourcing to in-house resource creation▪ Optimizing on-page information, features and processes for better conversation on website through hotjar and GA

- Managing a monthly budget of over $3Mil (20 crores) across online branding, acquisition and top of funnel metrics▪ Overseeing overall performance strategy in vernacular languages through UAC, Paid Social – Fb, Insta, tiktok, DV360 ▪ Instituted onboarding of ground sales team through agencies for a projected acquisition of 70,000 new merchants ▪ Managing offline branding budget of about 50Lakhs/month for user acquisition and brand building▪ Building out funnels and tracking metrics through Appsflyer and Clevertap and subsequent source optimization

-Built a team of 6 members in marketing and 5 in sales to achieve 38X growth in 24 months at an average CAC of 180 with 50% M6 retention-Managed budgeting of 4 Crores for acquisition, branding, retention and reactivation -Instituted on ground sales for direct customer acquisition and brand building leading to 7% of overall acquisition-Built the category-supply team to drive sale of FMCG category from 10% to 20% of overall share of business.-Defining the overall branding and positioning of Myra as the go to platform for quick medicine delivery-Driving customer Archetype-ing and Segmentation through surveys, thought polls, F2F discussions and in-depth analytics -Strategizing for online marketing across organic & inorganic media for acquisition of customers and brand building-Designed, launched and promoted the Myra referral program to augment the customer acquisition by 40% over current pace-Analyzing and improving onboarding & transaction flow of customer app analytics through attribution & drop off funnels -Designing of Delivery Executive incentivising program to promote brand building, acquisition & retention of workforce.-Working with agency and internal stakeholders to create the visual identity of the brand and app across platforms.-Launching of the corporate packages, partnerships and programs to drive acquisition and engagement across 20 offices in Bangalore-Sourcing of offers from banks, wallets and payment gateways and ideating topical campaigns to drive sales by 30% on platform-Managing public Relations with Media & Research firms -Associating with mini-local influencers and decision makers to push the services across hyper-local areas with 4% penetration-Organizing of events to drive downloads and engagement like Donation Camps, Religious places & Society Activation-Ideating topical, time-bound campaign to increase demand-Leading Data Collection for uninstallation and drop off tracking to prioritize issue resolution and increasing repeats

-Overseeing the reactivation of 3% of lapsed customer base through automated programs, incentives, surverys and resolution-Lead sourcing and advertising on the platform and collateral for partner brands to generate 1.5LPM additional revenue -Benchmarking of product assortment across competitors to prune the product listing from 6400 to 600 and retaining 85% revenue-Formulating the pricing and discount strategy across sub categories to specialize as destination platform for select categories-Working with Product and Design team for app enhancements to improve visibility of products to propel sales by up to 157% -Designing seasonal and topical product and category promotions to achieve sales targets for manufacturers Miscellaneous Responsibilities-Headed application for winning multiple awards – Paul Writer Top 50 brands, Times top 17 startups to watch and 3 more-Employer Branding to establish Myra as a safe, high-growth learning environment and increasing inbound applications

• Led a team of 9 post graduates to manage ROI driven marketing activities for 10 cities with potential reach of 20 million users• Handled a budget of Rs.3 Crores for Primarily BTL activities and alliances for hyper local marketing campaigns • Rebranding of Groupon to nearbuy – Devising Communication strategy, timeline and roll out for all stakeholders• Merchants – Mailers, Merchant automated calls, Online targeted campaign on transitioning 40% of base in first month• Customers – Mailers, Communication on website and app, changing of user flow to transition 50% users in first month • Employees – Mailers, FAQs, Employee informational video, facebook posts, mailers, posters, in office communication• Led restructuring of Marketing by competitive benchmarking, cost evaluation and future potential projection • Headed recruitment drive for City Marketing Managers internally by mapping competencies in less than 3 weeks• Designed training programs and induction modules for City Marketing Managers and achieved an overall rating of 4.6/5• Designed and revised compensation and incentive structure to extract maximum value from City Marketers•Customer Acquisition Campaigns – An overall CAC of Rs.370 with a payback period of less than 9 monthsMumbai Metro – Closed contract with Mumbai Metro to sell tickets online through nearbuy resulting in 93% new customer acquisition at a CAC of Rs.405 and earned media worth Rs.25 Lakhs/MonthWomen’s day with Ola – Cross promotional Ola Marketing campaign resulting in a revenue positive marketing campaignVodafone donation drive – Partnership with Vodafone with CAC of 132 and healthy downstream revenueIn-restaurant promotions for offline to online customer capturing through innovative campaigns with CAC

•Alliances – Closed contracts with logistics providers like Neeta Travels, Shuttl and laundry service providers to provide value vouchers in lieu for new customer acquisition thereby increase gross bookings and RoI positive campaignsCustomer Retention and Engagement•Email marketing – accounts for 10% of the total bookings making it one of the primary mediums for engagement • Technology transition to domestic service providers resulting in cost saving of over 1 Mil dollars annually.• Monitoring and optimization of hygiene metrics Opens, clicks, CTOR, OR, AB testing of ESLs• Creation and testing with new harveys/formats, CTA for optimizing Click through rates – 5% points increase • Using affiliate email marketers to increase the database and subscriptions thereby increasing subscriptions by 6%• Strategic warm up plans for hygienic inbox placements with less than 1% spam • Creation and edit of logic behind daily newsletters to eliminate manual intervention•College engagement programs • Couponing – providing vouchers for usage resulted in an adoption rate of 20% as against an industry standard of 5%.• Student Ambassador program – Spread across 15 campuses across 3 cities being groomed as a new channel for Acquisition and retention. At a CAC of 250, it is one of the most profitable channels for acquisition. •Ticketing – Entry and food court ticketing with a blended CAC of less than Rs.50 for 16,000 new customers per day. •Sponsorship, Treasure hunts and other event based partnerships for visibility and branding • Multi platform Retention Campaigns - Cohorts creation, targeting and communication plan resulting in reactivation of 15% of customer base through sms, email and facebook retargeting. • Influencer Marketing- Blogger activity coordination for restaurant launches and promotion for select premier merchantsEnabling activities, Supply Marketing and Project Management

Increased process efficiency by 30% by initiating, implementing and revision of workshop processes across 1200 touch pointsSaved Rs. 8 Crs in logistics costs by developed faster cycle times and two way feedback loop systemsReduced training costs by 2 Crs by conceptualization and localization of e-learning of mechanics in Indian and 4 foreign marketsReduced repair time of accident chassis from 46 to 29 days by diligent follow up of claims and coordination of parts supply Represented the global head of customer care for annual ISO audits holding record of zero non conformity in all three yearsConceptualized, created content and monitored customer care website and mobile app increasing visits by 225% to 1 lac/monthIncreased service earnings of dealers by 5% by conducting profitability study and revising incentive policy Strategized annual network development plan by market density mapping and potential focused expansion Earned additional revenue of INR 30lacs by designing competitive services marketing product for higher customer retention Analyzed and reported on competitor service activities and highlighted actionable items on monthly basis on top managementDeveloped an online system to collect competitor intelligence and relay real time information sharing across stakeholdersDeveloped the first service brochure and mailer series to communicate the offerings to customers and consumersRepresented Tata Motors in the Safety drive in workshops across 1200 touch points in collaboration with Castrol

Cost savings and optimization Reduced the customer complaint resolution time to 1.4 days from 3.5 days by revising and optimizing follow-ups policy  Saved 1.8 Crs INR by effective contract negotiations with external vendors for certification of workshops Developed action plans for increasing satisfaction scores across dealers resulting in 4% increase in CSIStrategic Initiatives  Implementation of ISO 9001:2008 in 1200+ dealerships for uniform customer experience and increase in CSI Evaluated and engaged 15 vendors (including Castrol and Valvoline) for after sale customer support Developed literature for Enterprise manuals and Quality Management systems for stricter quality controls of service Elevated 54 workshops pan India to world class sustainable standards by using sustainable green technology Planned and Organized award ceremonies, dealer meets and campaigns for Customer Support Initiated knowledge and best practices sharing pan India on quality and green suing weekly newsletters and booklets