Led growth strategies that boosted ARPU by 39% through full-funnel monetization, integrating investment journey with co-branded offers. Developed gamified tools like Spendvesting calculators, Game of Life and Needs-Wants-Savings models that improved goal creation. Launched IPL-themed Multipl Premier League campaign delivering 150+ content pieces over 74 matches, driving first-time investments up 47% and repeat investments by 52%. Executed guerrilla marketing at GFF 2025 with a free shuttle service and city-wide bus branding, serving 1,500+ fintech professionals, generating a 90% web traffic surge and earned media from ET BFSI. Secured Collab with TVF for web series "Sisters," integrating product placements in micro-episodes for Branding and user Acquisition. This campaign targeted urban women aged 18-35, increasing new user referrals by 19% and strengthening brand engagement. Built precise retargeting campaigns on Meta platforms that revived 22% inactive users, improved install-to-goal conversion from 8.7% to 23.2%, and reduced customer acquisition cost to ₹210 per goal through hyper-targeted multi-channel campaigns. Enhanced KYC completion and first investment conversion via persona-driven user flows and modular micro-goals. Built recommendation engines leveraging user data to suggest brand-tagged savings goals, increasing investments per user. Led cross-functional efforts to develop attribution models, optimize landing pages, and execute measurable growth initiatives. Implemented real app usage data to optimize campaign targeting, improving personalization by segmenting users based on app behaviour (travel, food delivery, BNPL, ride-hailing). Reduced sign-up-to-investment time by 41% through a streamlined 6-step onboarding flow combining KYC, investor profiling, and drip campaigns. Established dashboards to track CAC, CLTV, churn, ARPU, and DAUs, enabling ongoing platform optimizations and reducing average days between goal creations from 87 to 64.

Analysing crypto market trends, user behaviours, identifying growth opportunities, and improving strategies. Extracting actionable insights to drive crypto product promotions, utilising economic research from renowned authors to craft compelling narratives for cryptocurrency trading for UnTrade and Gaming Arcade. Researching various angles and hooks for marketing crypto products, leveraging economic research papers to build narratives around cryptocurrency trading, leveraging innovations to drive growth and adoption of crypto trading platforms globally. Leading customer acquisition and retention strategies, optimizing marketing funnels through paid media, SEM, and affiliate marketing to attract and retain a loyal customer base in crypto trading. Managing platform marketing across diverse segments, collaborating with Product Marketing to drive adoption and enhance user experience in crypto trading. Developing demand generation strategies with content marketing, organic growth tactics, partner marketing, and paid acquisition in the competitive crypto market. Planning performance marketing campaigns, including product marketing initiatives and direct response ads across paid search, social media, and display networks in crypto trading. Generating performance reports using marketing measurement platforms, demonstrating growth and guiding future strategies for crypto trading products. Innovating and executing marketing strategies into sustainable programs, analyzing campaign data for continuous improvement in crypto trading marketing efforts. Conducting competitive analysis to benchmark performance and identify opportunities for differentiation in the global crypto market. Collaborating with cross-functional teams to integrate blockchain technology advancements into marketing strategies, enhancing product positioning and user engagement. Utilizing data-driven insights to personalize user experiences and optimize conversion funnels across international markets.

Increased user signups for Paytm Money by 71% (from 35,000 to 60,000 daily) and KYC completions by 87% (18.5% to 34.8%) through targeted campaigns based on user data & behaviour. Led the user acquisition & Reactivation campaigns for Paytm UPI & wallet, growing Paytm's UPI market share from 12.9% to 14.7% (September 2023). This strategic effort also contributed to a record-breaking 160 Cr UPI transactions (₹2.67 Trillion) in a single month. Improved user segmentation for travel bookings on Paytm, leading to over 9,000 flight bookings & ₹7Cr+ transactions in a single day. This involved using behaviour analysis, pricing strategies, & retention plans. Analysed user data across the app funnel (signups, activation, usage, churn) to identify growth opportunities and optimize app performance for a smooth user experience. Tracked campaign performance and optimized click-through rates (CTRs) for maximum impact, and keeping business Annual Operating Plans (AOPs) in-sync with the Organizational Growth Trajectory. Executed data-driven growth plans for different business areas at Paytm. Analysed user behaviour to identify pain points and developed solutions, working with various teams to implement them smoothly. Developed a deep understanding of user journeys within the Paytm app to create targeted marketing & growth initiatives. Built strong attribution models to identify the most effective channels for user engagement & maximizing ROI. Identified opportunities for cross-selling credit products, developing a user acquisition and retention model that significantly increased credit card adoption and third-party payments through Paytm (₹736.4 Cr for credit cards in October 2023). Optimized the recurring utility payments segment by tailoring user acquisition and engagement efforts based on payment types and user behaviour. This data-driven approach resulted in a 6.8% MoM growth in rent payments & a 21% growth in DTH/Broadband & post-paid recharges.

Effectively managed the consumer funnel, driving processes from Installation to Retention. Introduced gamified onboarding and retention practices by tracking user activity. Analyzed Performance Marketing and social media data to optimize user acquisition, segmenting users and enhancing cohort utilization. Leveraged varied tools for cohort analysis, boosting Customer Lifetime Value (LTV) and Return on Ad Spend (ROAS). Within three months of Joining, achieved substantial growth: 54% surge in Daily Active Users (DAU), 77% in Monthly Active Users (MAU), and a 113% increase in Average Concurrent Users (ACU). Witnessed improvements in Average Watch Duration and Live Watch Hours through effective strategies. Successfully slashed Average User Acquisition cost from Rs 124 to Rs 97 for Loco Studios and doubled ARPPU from Rs 148 to Rs 293 within one month. Achieved significant conversion rates with 26.7% paying users within 1 month and an impressive 54% within 6 months of sign-up. Executed notification strategies, elevating campaign conversion rates significantly. Weekly click-through rates (CTR) surged from 0.83% in November 2020 to 4.81% in October 2022 using meme-based, quirky, and culturally relevant push notifications. Prioritized data analytics, optimizing user acquisition, brand awareness, and social media campaigns. Innovated growth tactics by experimenting with user reactivation strategies, fostering increased engagement with streamers. Implemented automation for refined marketing outcomes via segmentation and personalized communication, ensuring scalable operations. Created automated data integration, processing, and optimization infrastructure, boosting user engagement and platform loyalty. Developed and managed an analytics dashboard in Data Studio, enabling comprehensive tracking and actionable insights from customer interactions with the esports streaming platform.

Collaborated with clients to develop brand strategies and enhance product-market fit through organic growth strategies, utilizing measurable metrics. Innovated and implemented monetization strategies for Wubba Lubba Dub Dub Pvt Ltd's (WLDD) digital intellectual properties, creating new revenue streams. Spearheaded memes-driven marketing and brand awareness campaigns for new product and feature launches, as well as go-to-market initiatives. Devised and executed online reputation management (ORM) strategies for renowned brands such as Discovery+, Xiaomi India, Myntra, Fevikwik, and others, utilizing performance channels, social media platforms, programmatic advertising, and performance marketing campaigns. Ideated and implemented strategic initiatives to optimize content delivery and establish robust distribution channels through collaborations with creators and influencers across various social media platforms. Successfully conceptualized and executed customer acquisition strategies and branding for Budweiser's mini-game "Conquer2020" using multi-channel promotion, including curated and user-generated content, tweet wars, banter, and memes, resulting in a total reach of 56 million users and approximately 15 million minutes of gameplay. Led customer acquisition efforts and restructured performance metrics to improve delivery practices, leveraging tools such as Google Analytics, metadata, statistics, and executing and analyzing A/B tests, customer relationship management (CRM), mobile measurement partners (MMPs), and Growthbot. During the initial lockdown period, led the restructuring, ideation, and execution of multiple growth experiments to optimize conversion rates and drive business results. Used data and analytics to identify segment-wise customer behavior and revenue impact, resulting in sales growth of 152% for a period of 60 days amidst the COVID-19 lockdown.

Developed and implemented effective go-to-market strategies, utilizing cost-effective channels to promote and deliver quantifiable solutions for corporate car leasing at Sundaram Finance Limited. Designed a new model for mapping customer requirements, delivering customized products and technical solutions for lease tracking. This approach resulted in revenue growth and increased customer lifetime value (LTV) by focusing on team training and diversification to systematize the marketing approach. Formulated a customer reach-out strategy to enhance the end-user experience and establish new alliances and partnerships through creative solutions and optimum growth routes. This initiative led to improved customer retention and conversion rates, especially in organizations with multiple leasers. Collaborated with the Country Head to focus on product pricing and business strategy, leading to a restructured product strategy and diversified offerings under the corporate leasing vertical at Sundaram Finance Limited. Implemented multiple consumer feedback loops to identify additional features and incorporate them into the product roster, providing tailor-made solutions for corporate clients. Led lead generation and nurturing efforts, mapping customer requirements, and offering customized products and technical solutions for lease tracking and queries. Ensured adaptive strategic execution based on real-time sales reporting, allowing for agile decision-making and adjustments to maximize sales outcomes. Spearheaded the development of comprehensive storyboards, presentations and brochures for specific company services, streamlining customer outreach and leading to a 25% increase in customer acquisitions.

Implemented growth strategies to boost conversion rates with startups and corporates, facilitating mutual growth Leveraged gamification techniques in the customer success processes, resulting in increased traction, higher retention rates, improved customer acquisition, and the development of high-value business partnerships. Introduced and enhanced a robust dynamic pricing model based on key performance indicators, leading to better profitability and expense tracking Developed content marketing strategies, utilizing mail networks and other communities as lead generation sources by initiating a series of blogs and articles featuring interviews with corporate heads and decision-makers, to increase lead generation and improve understanding of the complexities of the enterprise information technology market Implemented a vendor-focused business model, prioritizing the needs and interests of suppliers on the marketplace. Initiated a weekly newsletter and mailers showcasing curated lists of services and vendors available in India, thereby enhancing customer acquisition and retention efforts. Utilized multivariate A/B testing to pursue growth strategies focused on performance and results.

The internship focused on comprehensive testing and analysis of the Microsoft Windows Phone operating system (OS) and its compatibility with various applications. The key objective was to assess the accessibility of the OS and apps, ensuring they meet the highest standards of usability and inclusivity. Through rigorous testing, we examined the accessibility features and functionalities of the Windows Phone OS, such as screen readers, text-to-speech, and magnification options. Our team assessed how effectively these features enable users with visual impairments or other disabilities to interact with the device and its applications. Additionally, we investigated potential operating system instabilities that may arise in the Windows Phone OS. By conducting extensive stress tests and evaluating system performance under different scenarios, we identifed and analyzed vulnerabilities or areas of concern. Our goal was to enhance the stability and reliability of the OS, thereby improving the overall user experience. The project involved a combination of manual and automated testing methods, including the use of specialized testing tools and frameworks. Our team of experienced testers and analysts documented their findings and provided actionable recommendations for addressing any identified issues. Ultimately, this project contributed to the ongoing development and improvement of the Microsoft Windows Phone OS, making it more accessible, stable, and user-friendly for a diverse range of users.

Rebranded Dehradun Bike Rental (DBR) as an Adventure Sports Enabler Platform rather than just a vehicle rental facilitator, establishing a common ground between the target customers and DBR and facilitating easier adoption. Implemented effective onboarding strategies for both users and vehicle partners, streamlining user servicing processes and providing solutions to enhance customer satisfaction and reliability. Developed niche-focused market penetration strategies to significantly expand the customer base and cultivate a strong community of DBr-Heads (pronounced Deeber-Heads) and loyal customers. Launched various campaigns and promotional events, such as the Leh-Ladakh Bike Trek, to raise awareness and promote DBR's services and leveraged social media platforms to encourage customer success stories and engagement. Organized community challenges with hidden rewards and tasks, resulting in a 10x increase in customer growth and high satisfaction rates. Created DBR-branded decals for onboarded members, serving as a branding solution that enhanced visibility and recognition for the brand. Implemented referral programs and incentivized user-generated content to drive organic growth and increase customer engagement. Conducted market research and analyzed user feedback to continuously improve DBR's offerings, including vehicle options, pricing models, and user experience, this helped in Implementing a dynamic pricing model based on factors such as peak hours, demand, and vehicle availability, maximizing revenue and optimizing the utilization of DBR's vehicle fleet. Fostered partnerships with local adventure sports clubs and organizations to establish DBR as a key player in the adventure tourism ecosystem. Developed strategic partnerships with hotels, resorts, and tourist attractions to offer bundled packages and exclusive discounts to DBR customers, increasing customer loyalty and cross-promotion opportunities.

Spearheaded the development and execution of go-to-market strategies and end-to-end brand management for Bigrin Café, utilizing both digital and offline channels. Placed a strong emphasis on enhancing customer experience to generate word-of-mouth advertising. Designed growth strategies that resulted in a 10x increase in daily footfall, establishing a robust community based on positive feedback loops and loyalty reward programs. Led digital marketing and social media initiatives through platforms such as WordPress blogs, Facebook communities, promotions, and SEO tools. Created cohesive and complementary campaigns to expand Bigrin Café's reach and attract new users, particularly by creating awareness about self-brewing equipments, including Moka Pots, Filter coffee pots, and French Press. Successfully ideated and implemented the "Coffee on the Shelf" model, which fostered a sense of community responsibility during the 2013 Dehradun floods. Executed impactful Facebook campaigns titled "Coffee - My Poison" and "I Put Coffee in My Body, What About You?" to address excessive alcohol and drug abuse on campuses, promoting a healthier alternative. Generated an average of 83% growth in overall visitors through online channels and Organic Leads each month through content optimization and Campaigns.