Flipkart Audience Manager: Building a Durable Targeting Platform
Unified audience creation across internal and external marketing channels.
- Audience Platforms
- Personalization
- Advertising Technology
- Stakeholder Alignment
Sandeep Injarapu
Associate Director, Product at Razorpay
From their time as
Product Manager II
Flipkart • 2017 - 2019
Overview
Sandeep led Flipkart's Audience Manager, a targeting platform built across tens of millions of monthly users. It accelerated segment creation, supported substantial marketing spend, and remained in use years later.
The Story
Sandeep was leading targeting across Flipkart's merchandising, marketing, and monetization ecosystem. Teams needed richer behavioral audiences, while requests routed through analytics could take a week or longer.
When the marketing team evaluated an external audience platform, he reviewed the option and framed a broader internal opportunity. He connected internal personalization, external remarketing, and advertising monetization within one product case.
Building internally required several months rather than a quick vendor deployment. He developed the research and presentations needed to align product, engineering, marketing, and business leaders around that choice.
The CRM team became the first customer. Within weeks, teams created as many segments as had previously taken months, then used the platform across campaigns and external channels.
Audience Manager later supported external media partnerships and a large share of digital marketing activity. A Flipkart contact later confirmed that the product remained in use and had grown.
Ownership Snapshot
Broad role
Led targeting product work across merchandising, marketing, and monetization use cases.
Goal
Give teams a faster, reusable way to create and activate customer segments.
Direct ownership
Shaped the platform case, secured support, and led product development.
Team execution
Worked with product, engineering, analytics, marketing, CRM, and business teams.