Role: Growth Marketing Manager | July 23' - Present

• Developed and implemented a full-funnel, data-driven growth marketing strategy supporting GTM initiatives across North America, Europe, APAC & LATAM. Designed targeted campaigns based on ICP for each stage of the customer acquisition journey, leveraging a mix of paid and organic channels, including PPC, ABM & programmatic ad campaigns, SEO & GEO driven organic growth, and email nurturing, which resulted in a 115% lift in y-o-y brand impressions in the targeted geographies and 64% y-o-y uptick in MQL with a 38% reduction in cost per lead.
  
  
• Managed an annual ad spend of $1.5 million across various paid channels/platforms like LinkedIn ads, Google ads, DSPs and content syndication across North America, Europe, APAC & LATAM exceeding the conversions quota benchmark by 57% in H1 FY 2025 with a 23% reduction in cost per opportunity.
  
  
• Boosted organic growth through SEO and GEO by developing a targeted keyword strategy that segmented core keywords (driving conversions) and supporting keywords (increasing traffic). Developed anchor content around core keywords to maximize conversions and used supporting keywords to drive visitors to relevant anchor content and product pages. This strategy resulted in a 94% y-o-y increase in organic traffic in FY'24.
  
  

• Planned and executed a referral strategy to boost brand presence on SaaS review websites (G2, Capterra, SourceForge and more), combining organic profile optimization & review management with targeted PPC campaigns which lead to a 64% growth in referral driven website traffic.
  
  
• Led a strategic website migration from juspay.in to juspay.io, designing a new global website infrastructure to build an international brand presence. Managed DNS propagation, 301 redirects, on-page SEO signals (canonical, href & hreflang tags, etc.) and structured data (schema markup) to ensure a seamless transition to preserve website traffic and SEO performance.
  
  This resulted in a 100% website traffic & clicks / impressions recovery within 45 days, which generally takes 3 to 6 months.
  
  

• Implemented a server-side, first-party website analytics strategy with cookieless tracking (Matomo and Google Analytics), resulting in an 85% data accuracy rate between ads platforms and Google Analytics, while concurrently implementing robust consent management compliant with both GDPR and CPRA.
  
  
• Developed funnel based marketing collaterals, including case studies, whitepapers, videos, and infographics, to enable marketing campaigns across multiple platforms.

Role: Senior Associate, Content Marketing | Mar 22' - July 23'

• Devised and executed a multi-channel content strategy, creating targeted content that drove engagement and supported key marketing campaigns across digital platforms.
  
  
• Designed and built a dedicated content ecosystem for merchants and partners to streamline communication and centralize information flow.
  
  
• Created compelling and resonant social media content, enhancing brand visibility and fostering audience engagement across key social channels.
  
  
• Led a comprehensive SEO strategy, executing on-page, off-page, and technical SEO optimizations to significantly increase organic search visibility and drive inbound web traffic.
  
  
• Optimized UI/UX content for merchant and partner-facing applications, improving user experience and enhancing product usability.
  
  
• Created a suite of internal communications content, including onboarding materials and technical guides, to effectively educate new hires on company culture, product offerings, and underlying technology stacks.
  
  
• Worked on a content style guide to define brand voice and tone, ensuring consistency across all external channels, including social media, email, and public relations.

Role: Marketing Associate | Mar 21' - Mar 22'

• Executed a data-driven social media calendar and created ad campaigns on LinkedIn to effectively communicate brand messaging, generate leads, and increase brand visibility.

• Wrote high intent keyword focussed blogs and PR articles that increased website visitors and enhanced the brand's media visibility.

• Performed website audits and executed a comprehensive SEO strategy to improve search engine visibility and overall site health.

• Ran targeted email marketing campaigns across funnel, to generate qualified leads and nurture customer relationships.

• Produced a range of marketing collaterals, including presentations, videos, case studies, and bite-sized industry reports, to enable sales and marketing efforts.

• Created customer-facing content and educational resources for merchant partners, empowering them to effectively market and sell the white-labeled product to their end customers.

• Collaborated with the talent team to support recruitment marketing by organizing and promoting webinars, events, and hackathons.

• Orange Fox - Paid Media Executive (Dec 20' - Feb 21')
  Executed Google Ads campaigns for insurance brokers and agents, driving sign-ups and redirecting traffic to private community platforms.
  
  
• Mindstorm - Digital Marketing Intern (Apr 20' - June 20')
  Handled social media presence for leading Indian brands in consumer durables, FMCG and fashion & beauty sectors to increase their brand visibility.