Spearheading CRM and lifecycle marketing for loan products, driving campaign automation, segmentation, and user growth.
Executed 11,000+ lifecycle campaigns, generating 232,690 user conversions across high-intent cohorts
Reduced campaign costs by ₹14L in one month by eliminating opt-outs and optimizing segmentation logic
Achieved 35% short-term and 24% long-term loan conversions via targeted top-up CRM journeys
Cut monthly marketing costs from ₹24L to ₹10L by shifting focus to 15+ day inactive user buckets
Automated reporting via Tableau to reduce team dependency and accelerate decision cycles
Delivered real-time campaign insights through Appsflyer to improve ROI and pause low-yield spends