I am a marketing professional 16+ years experience across Marketing, Business & Analytics teams in consumer companies. Through my professional journey I’ve helped businesses solve for user acquisition, engagement and revenue - from entertainment powerhouses like MX Player & Viu to smaller, nimble footed startups selling Electric Vehicles. I am passionate about being at the intersection of consumer insights and analytics while working alongside teams to bring growth ideas to life. I am fluent in English, Hindi & Telugu. My favourite weekend activity is to switch off the laptop and rush to spend time with my family in Mumbai 👨👩👧
Why the Null Hypothesis?
British Nobel-laureate Ronald Coase famously said “If you torture the data long enough, it will confess to anything.” True words that ring loudly in any digital-first company. As someone who’s cut their teeth in quantitative research, I firmly it is consumer behaviour & insight that is sacred and we must seek it out with the help of data (big or small).
In statistics, the null hypothesis conjecture is the first step to begin any inferential analysis. Similarly, I begin every growth project with a null hypothesis to help me understand the consumer better. The hope is to document and share my learnings through this journal.
Feel free to leave a message using the tab on the right👉🏼
Executive Competencies
| | | | | | | Marketing P&L | Consumer Research | Growth Marketing | | |
| | | | | | Creative Strategy | Analytics | Business Management | | |
| | | | | Team Mentorship | | | |
| Marketing P&L | Consumer Research | Growth Marketing |
|---|---|---|
| Creative Strategy | Analytics | Business Management |
| Team Mentorship |
Qualifications
Turno (May’23 - Sep’24)
Head of Marketing
- Transformed the acquisition strategy on Commercial Vehicle business by scaling paid digital channels, lowering unit economics and improving contribution margins by 40%. Hands-on expertise in team building that contributes to 95% of vehicle sales
- Built the Marketing Analytics platform that captures the full consumer journey in continuous collaboration with Analytics & Tech teams. Resulted in lowering CAC by 50% to maximise cost efficient channels (affiliates, biddable & non-biddable networks)
- Managed and forecasted ~INR 3 cr annual marketing budget to scale digital marketing channels across Search, Display, Video campaigns. Started leveraging first-party data (online and offline events) and proceeded to use deep-funnel events for conversion rate optimisation
- Enabled A/B experimentations across acquisition and activation stages (80+ hypothesis every quarter iterating on creatives, landing pages, campaign parameters, sales scripts) resulting in identifying high-impact winner creative communication + TG
MX Player (Feb ’20 - Oct ’22)
Director, Insights & Growth Strategy
Devised the launch campaigns and strategies for 40+ MX original web series including localised campaigns (Hindi, Telugu, Tamil, Marathi, Punjabi among others)
Grew MX movie catalogue (in Hindi and 9+ languages - India’s 2nd largest AVOD collection) by 30% using engagement-optimised experiments
Conceptualised and executed “MX Vdesi Wednesdays” - first-in-OTT branding initiative that brought gripping localised dramas from Turkey, S. Korea, China, Ukraine, Russia, UK, USA. Boosted the userbase by 40% with footprint across 80 towns
Developed on & off platform campaigns for INR 400cr acquired content portfolio [contributed to 85%+ of watchtime minutes]
Instituted long term retention & remarketing growth loops involving cross-functional teams from Content, Product, Tech
Viu India (Sep ’16 - Feb ’20)
Associate Director, Growth Marketing
Managed USD 15M annual marketing plan and spearheaded platform growth achieving remarkable 10x growth - from 0.5M to 5M MAU in span of 14 months - through brand, paid, organic and offline marketing channels (SEM, SEO, SM, Influencers, performance marketing, brand digital etc)
Built Google, Facebook and affiliate accounts for app-install, display and search campaigns that improved Cost Per Install by 40% across 9 months - outcome after running 15+ monthly digital conversion experiments across geos
Successfully drove Viu Originals’ launch brand campaigns across Hindi, Telugu, and Tamil markets. Responsible for cross-media campaigns, agencies relations , user-acquisition, creative teams - outcomes measured using Quarterly Brand Studies
Sony Pictures Network India (Jun ’08 - Sep ’16)
Managment Trainee to Sr. Manager
- Multiple roles in the company with wide experience across Strategy, Research, Marketing, Revenue Planning and Content Acquisition
Post Graduate Diploma in Communications, 2008
- MICA (Mudra Institute of Communications, Ahmedabad)
B.E (Computer Science & Engineering), 2006
- Vasavi College of Engineering (affiliated to Osmania University), Hyderabad
- IBM Data Science Professional Certificate, Sep’22
- Machine learning, Feb ’21 (Stanford University)
- Executive Program in Strategic Digital Marketing, Dec’19 (University of Cambridge Judge Business School)
- Professional Certificate Programme in Business Negotiation, Feb ’22 (SP Jain Institute of Management & Research)
Visiting Faculty at
- Flame University, Pune
- SNDT Women’s University, Mumbai