Indian Audio Content Startup Helped an Indian, serialised audio content startup with their launch
• Benchmarked micro-transactions, subscriptions and a mix of monetisation strategies to propose client's launch strategy
• Formulated Paid Growth spends' plan, starting at INR 2Cr monthly, scaling to 10Cr monthly over 12 months at 300%+ ROAS
• Setup Paid Growth accounts on Meta & Google; setup marketing funnel analysis' dashboards for CXO reporting
• Benchmarked regional market leaders' organic strategy across Instagram, Facebook and YouTube; proposed strategy for client

Growth Manager – Fantasy Genre, US Markets
Scaling Fantasy Genre 10X for Pocket FM’s largest market across platforms- Meta, Google Ads, TikTok
● Used Gen AI & open source content to test Animation vs LA for ads and in-app content; ran Meta A/B tests to compare
● Scaled on Animation based on test results and cost of ad making; scaled 5X to 200,000$ spends at 50% D30 recovery
● Identified and pioneered unexplored advertising channels- TikTok and Google Ads; Google ads were very relevant to genre
● Evaluated multiple sub-genres by testing CPIs on Thumbnail+Text visuals to expand growth roster; added 3 sub-genres
● Grew Fantasy Genre ~12X from 40,000$ to 500,000$+ monthly spends exceeding D30 recovery of 40% during tenure

Growth Manager – Google Ads, UK Markets
Scaling Google Ads from scratch for Pocket FM's foray into UK markets
• Setup Google Ads account, linking 3rd party apps- AppsFlyer & GA4 to pull conversion events and for funnel data analysis
• Assessed relevant conversion events across inventories to identify consumption pattern and optimization goals for growth
• Discovered lower CPMs & CPIs for UK, vs US; maintaining conversion levels and ARPPU validated the decision to scale
• Collaborated with creative teams to localize in app and advertising content- accents, character names, locations in stories
• Scaled to 3,000£+ daily spends at D7 recoveries of 15%+; proposed plans to scale 5X to 15,000£ daily spends
• Established campaigns for Ad's CPI testing on Meta & TikTok; created dashboards for tracking growth funnel metrics

Building channel strategyfor NIIT Digital Business- NIIT's direct-to consumer arm
• Designed vetting process for Vendor and Business Partner channels; benchmarked competitors for incentive structure
• Evaluated 40 service providers; onboarded 10 vendors and 2 business partners; liaised with sales resources to manage
• Generated INR 50 Lakh revenue in May 2023 from channels; proposed INR 60 Cr ARR plan by scaling pan-India; 20% delta

Strategize & Execute GTM strategy for Pan India Retail Distribution of Construction Material
● Evaluated Market X Category mix & GTM and Channel strategy to pioneer operations; focus- trading margins
● Led vendor negotiations to secure the best rates and service levels; onboarded 10 vendors across categories/geographies
● Built business teams for sales, supplier operations, MIS, order processing, and fulfilment; assembled a team of 35+
● Achieved MRR of INR 10 Cr at 8% GM; onboarded 400+ retailers across India; acquired a mfg unit of 150Cr+ ARR

Strategically identify manufacturing units to set up raw material & other accessories’ supply
● Identified relevant markets with footwear, bags, and other leather accessories’ manufacturing units to set up business
● Built a team for vendor management, customer onboarding, sales ops, & fulfilment; hired 5 resources with P&L experience
● Trained team to become individual P&L owners & grow businesses; clocked monthly revenues of 1.5Cr at 10% GM

● Owner of RB Health portfolio business- 14 health & personal care brands, scaled SWB- primary driver during tenure
● Led a team of 6 direct & 50 indirect reports across urban & rural geographies; 14 districts, annual turnover of INR 150Cr
● Managed 30 channel partners- 17 urban distributors, 8 rural & 5 pharma stockiest; deployed POS material to drive SWB
● Ranked consistently amongst the top 3 in the region on RBSS- Sales, GTM & brand specific priorities, in H2 2020

● Drove GTM Urban Expansion in HYD & BLR; 14k outlets added, contributing to nearly 10% incremental business
● Liaised with ElasticRun to improve rural distribution; Added 20 SubDB villages in Telangana, Andhra Pradesh & Tamil Nadu
● Partnered with AZGO- vending machines consisting daily essentials & JustMyRoots- intercity food delivery, to initiate D2C

ASM Tamil Nadu North
● Owner of RB Health portfolio business- 14 healthcare and personal care brands, scaled IFCN- primary driver during tenure
● Led a team of 53+ reports across urban & rural geographies; 13 districts, annual turnover INR 75Cr+
● Managed 30 channel partners- 19 urban distributors, 6 rural stockiest, and 5 pharma stockiest, created to drive IFCN
● Ranked 1 in the region on RBSS rankings- Sales, GTM and brand-specific priorities, in Q3; consistently amongst top 3

Management Trainee: International Stint- Field Sales Ops, South Africa
● Designed ‘Vision Score’(VS), gauging visibility elements at retailer level, & ‘Must Stock List’(MSL) dashboards

Marketing Project- Identify relevant growth opportunities from new products in Post Wash Hair Styling
● Created & tested relevant western hair styling product concepts with Arabic consumers
● Proposed product concepts for formulating packaging, pricing and 3-year P&L