Experienced Growth & Product Marketing professional
Product Marketing/Growth professional, with deep operational experience across B2C & B2B. I'm currently building the Growth & Product Marketing team at SpotDraft. My key focuses include: - Leading GTM efforts & product development cycles (from concept to launch), identifying + targeting multiple customer segments with bespoke positioning - Partner with product management, design, performance & content marketing teams to bring to life products that consistently delight users. - Building outstanding market positioning and messaging, and owning the customer voice in roadmap decisions. - Translating conceptual initiatives into detailed operating plans with the support of, and for execution across, multiple internal teams. - Defining and implementing funnel optimization & growth focused experiments & analysis across our website, and drive continuous improvement in conversion metrics, while also delivering a leading site experience to users using data analytics and user feedback. Ask me about: - Building teams, hiring and mentorship - CRO, experimentation and conversion - Building referral programs - Competitive intelligence - Building PLG motions in B2B - Improving onboarding and first-time user experience
Have built a growth team at JioSaavn in the past, and now building a high performing team at SpotDraft. Ask me about hiring, managing (up and down), mentoring junior professionals and driving results and alignment.
Lots of CRO experience across multiple companies. - At JioSaavn I worked on optimizing our new user sign-up funnel, first time user experience and free user -> subscriber funnel. - At On Deck I owned optimizing our lead-gen funnel across inbound and paid marketing. - At SpotDraft I own the funnel for Free Trial and Demo requests + the onboarding experience for new users
Across my career, I've I experimented with innovative concepts to find new ways to delight users and drive longer-term CLTV by piloting concepts and scaling those that work. I've owned user acquisition, engagement and subscription metrics. I believe in driving growth by conducting A/B tests and collecting qualitative feedback to pilot features, test price points across platforms and running targeted promotions both in-house and externally.
Significant hands-on experience (particularly at On Deck and SpotDraft) with no-code building, and automation on Webflow, Zapier, Airtable, Carrd, HubSpot and Notion
Significant hands-on experience (particularly at On Deck and SpotDraft) with no-code building, and automation on Webflow, Zapier, Airtable, Carrd, HubSpot and Notion
At On Deck and SpotDraft, I owned product marketing. Across this time, I've launched over 15 distinct products and features. Experience includes: - Leading GTM efforts & product development cycles (from concept to launch), and identifying and targeting multiple customer segments with bespoke positioning and marketing content. - Building outstanding market positioning and messaging, and owning the customer voice in roadmap decisions.
I've used HubSpot as both as CRM and a marketing automation tool at both On Deck and SpotDraft, and I'm very well versed with workflow design, landing page creation, email automation and pipeline management.
I used MailChimp significantly while leading growth at Redroom Sessions as our primary email marketing platform. This included list building and management, email creation and newsletter management.
Leading growth and product marketing at SpotDraft - a SaaS tool for contract automation and management. Used by Legal, HR, Sales and Procurement teams to simplify contract creation, storage and management.
Led user growth at JioSaavn - a consumer focused music streaming app based in South Asia. Across my time there, I helped grow our userbase from ~25m MAU to over 150m MAU.
Building an AI-native product marketing function at LearnWorlds. Lead all AI initiatives across marketing, with a focus on building repeatable workflows, playbooks and systems that compound human skills and increase creativity and output manifold, without compromising quality.
Leading Product Marketing at SpotDraft, and developing our PLG motions across acquisition, activation, retention and monetization. Led the implementation and architecture of AI initiatives across the entire marketing org, with a focus on building and scaling repeatable systems and increasing the overall skill level across the team. Selected projects - - Launched and ran GTM for SpotDraft's two newest product lines/ventures - VerifAI and Clickthrough -Led a brand repositioning process to make SpotDraft stand out in the crowded CLM market - this included building cross-functional alignment, running market research, running user testing and validation, and org-wide communication - Built a competitive intelligence charter to help SpotDraft's GTM teams win competitively more often - Built a lifecycle marketing function to provide users with contextual and relevant communication
Established and scaled SpotDraft's Product Marketing function as the first Product Marketer, leading Product-Led Growth (PLG) and Product Marketing initiatives. Here's some of what I've done so far - - Devised the company's narratives, messaging, and positioning, aligning them with strategic customer segments. - Developed and implemented PLG strategies, driving user acquisition, activation, retention, and expansion, including a Free Trial, Referral Program & User Onboarding. - Utilized user research and product usage data to gain insights into customer needs, informing growth opportunities. - Led a team of 4 in executing end-to-end product initiatives, including a competitive intelligence program, regular multi-channel product comms, an in-app and web-based help center, and impactful product launches. - Collaborated with multidisciplinary teams to create compelling market positioning and outbound strategies, driving sales and engagement. - Leveraged data analytics and user feedback for ongoing website optimization, enhancing user experience and conversion metrics.
Owned product marketing for On Deck's professional networks. My key focuses include: - Leading GTM efforts & product development cycles (from concept to launch), and identifying and targeting multiple customer segments with bespoke positioning and marketing content. - Acting as a partner to the product management, product design, community, performance & content marketing, and network teams to bring to life products that consistently delight users. - Partner with customer-facing teams to test messaging, build sales-enablement collateral (case studies, playbooks, training material etc.) and define & maintain the outbound marketing strategy - Building outstanding market positioning and messaging, and owning the customer voice in roadmap decisions. - Translating conceptual initiatives into detailed operating plans with the support of, and for execution across, multiple internal teams. - Defining and implementing funnel optimization & growth focused experiments & analysis across our website, and drive continuous improvement in conversion metrics, while also delivering a leading site experience to users using data analytics and user feedback.
Developed a 360-degree growth strategy to enable and supercharge Busuu’s growth in India. Conducted a series of experiments to optimize sign-up process and first-time-user-experience with a focus on increasing free trial conversions to premium customers
As a consultant to Manchester United, I developed a consistent cross-club D2C offering across ticketing, media and membership with a view to unlock recurring consumer revenue in new markets.
As a consultant to Arm's Sustainability and Social Impact team, I analyzed & recommended potential go-to-market strategies for an upcoming tablet product targeted towards healthcare workers to improve the quality of data collection in rural areas. I conducted user interviews to develop ideal product specification, evaluated various routes to market and developed a decision matrix based on client priorities and market realities.
In this role, I experimented with innovative concepts to find new ways to delight users and drive longer-term CLTV by piloting concepts and scaling those that work. As a part of my role, I Program Managed user growth initiatives at JioSaavn and led teams end-to-end to scale engagements across leading hardware and digital platforms with direct ownership of user acquisition, engagement and subscription metrics. I drove subscription growth by conducting A/B tests to pilot subscription only features, testing price points across platforms and running targeted promotions both in-house and externally. As a part of the Special Projects team, I conceptualized, developed go-to-market strategy and led the implementation of Next Billion User (NBU) projects for JioSaavn in the hardware and automobile sectors.
In this role, I led Growth & Product for a bootstrapped startup in the live events and digital content sector. I led Product Management and Design for the Redroom Sessions website across desktop and mobile, as well as the development of high quality branded content. Key KPIs included increasing time spent on the website and engagement (streams, comments, likes) across Redroom Sessions content (Podcast, Youtube, Spotify Playlists), with a view to monetise this content in Phase 2. I also led Digital Marketing & Growth for the Live Events business. Key KPIs here included increasing average attendance at events, reactivating lapsed attendees and growing overall unique attendee base.
In this role, I developed a hardware (Mobile, TV, Smart-Speaker) partnership portfolio to make JioSaavn the most ubiquitous streaming platform in India - integrating the service across every platform that a consumer would want to stream music on. To do this, I led cross-functional projects across the Platform, Product, Engineering, Data, Marketing, Design, Legal and Finance teams.
I managed Strategic Partnerships across OEMs, Telecom and eCommerce to drive user growth, engagement and subscriptions, and developed programs with partners to acquire new premium subscribers (e.g. payment wallets, e-commerce, carrier billing etc.).
I was a member of the Mergers & Acquisitions and Infrastructure Projects Practice. My scope of work included conducting legal due diligence, advising clients on regulatory approvals required under Indian law and reviewing and drafting transaction documents. I also conducted legal due diligence for various M&A transactions, including a review of corporate compliances, terms of supply and procurement contracts for any onerous terms, licenses required under the applicable regulatory regimes, and documents relating to the financial indebtedness incurred by the target company.
