Headline

Marketing @ Nykaa | Ex- Product @ Nua | Ex-Media.net

About

Hi, I’m Anjali — a growth and product professional passionate about building customer experiences that drive engagement, retention, and long-term business impact. Over the past 4+ years, I’ve worked at the intersection of product, data, and customer growth across ad-tech, D2C, and e-commerce businesses. My experience spans platform optimization, customer lifecycle management, retention strategy, and product-led growth initiatives, with a strong focus on translating user behavior into measurable business outcomes. Currently, at Nykaa Fashion, I lead retention and lifecycle growth initiatives across CRM, gamification, customer engagement, and app adoption. I work closely with BI, design, category, and site teams to build customer journeys that improve activation, accelerate repeat purchases, increase customer lifetime value, and drive sustainable growth. Some of my recent work includes scaling gamified engagement experiences, designing habit-formation programs to improve repeat purchase behavior, and optimizing mobile web-to-app conversion journeys. Prior to Nykaa, I worked as an Associate Product Manager at Nua, where I owned initiatives across subscriptions, loyalty, and customer experience. Before that, at Media.net, I built a strong analytical foundation working on platform performance, API integrations, and partner optimization in a fast-paced ad-tech environment. What excites me most is solving customer problems through a combination of product thinking, experimentation, analytics, and cross-functional collaboration. Whether it’s designing a new user journey, improving retention, or scaling engagement loops, I enjoy building systems that create value for both users and businesses. Outside of work, you’ll usually find me reading, planning my next travel adventure, or following Formula 1.

Location

Mumbai

AI stack

meta

midjourney

notion

openai

Work experience

Assistant Manager – Retention & Lifecycle Growth at Nykaa, Nov 2025 - Present · 8 mos, Mumbai, Leading retention, customer engagement, and lifecycle growth initiatives for Nykaa Fashion across CRM, gamification, and app adoption journeys. Key focus areas: • Customer lifecycle management across acquisition, activation, engagement, and retention • In-app CRM, triggered communications, and customer journey orchestration • Gamification-led engagement and brand discovery experiences • Mobile web-to-app conversion and app adoption strategy • Early-engagement programs aimed at accelerating repeat purchases and habit formation Selected impact: • Increased in-app CRM CTR by 9% and CVR by 24% through communication and placement optimization • Delivered 34% YoY growth in customers completing up to three transactions within 90 days of acquisition • Achieved ~22% uplift in first-order-to-second-order conversion through the Orders Streak retention initiative • Grew CRM-driven app install contribution by 132% through funnel optimization and targeted conversion journeys • Expanded brand-funded gamification participation from 30% to 60% while sustaining platform revenue contribution Partner closely with Business Intelligence, Product, Site Experience, Design, and Category teams to identify customer friction points, prioritize growth opportunities, and scale customer engagement initiatives.

Associate Product Manager at Nua, Jun 2024 - Oct 2025 · 1 yr 5 mos, Mumbai, • Led site strategy at Nua, partnering with category, marketing, and tech teams to optimize product positioning and streamline the purchase journey. • Led the launch of product personalization and cross-sell features like ‘Build Your Own Box’, contributing to a 50% uplift in cross-sell. • Rolled out “Subscribe & Save” and WhatsApp-based “Add to Order” flows to improve retention and reduce friction in the repeat purchase journey. • Managed end-to-end launch of 10+ new products and combos on the website, improving product discovery and conversion. • Conducted user interviews and implemented NPS-based feedback loops to improve purchase experience and reduce churn. • Created analytical dashboards and deep dives to optimize funnel performance and inform product/marketing decisions. • Partnered with marketing, tech, and external vendors to implement CRO, CRM, and payment experiments. • Ran A/B tests and UX iterations for cart and product page layouts, driving measurable improvements in conversion. • Supported loyalty program design, improving high AOV orders and customer LTV.

Product Analyst at Media.net, Jun 2021 - Jun 2024 · 3 yrs 1 mo, Mumbai, • Resolved high-priority ad serving issues using Postman APIs and log analysis, resulting in cost savings of over $50k • Optimized performance of demand-side partners by analyzing bid requests, response rates, and user identity signals. • Liaised between business and engineering teams, contributing to the development and testing of new ad delivery features. • Created and maintained data pipelines and dashboards using SQL and in-house Hive-based tools to support product and revenue decisions. • Led a project to automate data transfer and reporting, reducing manual effort by 10+ hours per week across teams. • Contributed to video ad delivery optimization, reducing timeouts and errors by 15% through structured root-cause analysis. • Conducted partner audits and performance deep-dives to improve bidding efficiency and increase revenue by 20%. • Mentored 5+ new analysts, providing hands-on onboarding, feedback, and training on platform tools and processes. • Collaborated cross-functionally across tech, ops, and monetization teams to support the scaling of programmatic products globally.

Literary Head at EESA KJSCE, Aug 2019 - Aug 2020 · 1 yr 1 mo, • Served as Chief Editor of Periscope 2020, the annual departmental magazine, overseeing content curation, editing, and publication • Led a team of contributors to produce original articles, technical content, and creative features highlighting student achievements • Managed official communications and documentation for events and workshops organized by the EESA council • Contributed blog posts and editorial content to build engagement within the student community • Ensured quality, consistency, and timely release of all written communication and print collateral

Student Intern at Siemens, Dec 2019 - Jan 2020 · 2 mos, Mumbai Area, India, Worked as a student intern in the Switchgear Plant Engineering Department- learnt about the production, working and applications of different types of contactors and got hands-on experience on PLC programming and its applications.

Education

Bachelor of Technology - BTech, Electrical and Electronics Engineering, KJ Somaiya College of Engineering, Vidyavihar

Jaipuriar School, Navi Mumbai