Krishna Kumar
Communications Manager | Copywriter | AI Marketer
Bengaluru
7+ years of work experience
Jun 20251 yr 3 mosAug 2026
On-site
Built and established core marketing and communications capabilities across multiple fintech verticals at Navi, creating structured systems for CRM, GTM communication, performance marketing content, and creator partnerships where no scaled communication framework previously existed.
Introduced and institutionalized Navi’s brand voice and tone framework from the ground up, bringing consistency, strategic positioning, and consumer-led messaging to a communication ecosystem that previously operated without a unified narrative structure.
Drove Navi’s adoption of AI-first creative production by independently building scalable workflows across ideation, scripting, visual generation, voiceovers, music, and editing, fundamentally reshaping how creative assets were conceptualized and produced within the organization.
Built CRM experimentation and lifecycle communication infrastructure from scratch, transforming notifications and in-app communication from transactional messaging into a structured retention, activation, and engagement engine driven by behavioral insights and systematic testing.
Established new playbooks for regional and contextual marketing by introducing geo-targeted communication, vernacular storytelling, and culturally relevant campaign frameworks that expanded how the brand engaged users across different markets and audience segments.
Created and scaled influencer-led marketing initiatives as a meaningful acquisition and engagement channel, building creator collaboration systems and integrating influencer storytelling into broader business and performance objectives.
Co-built an AI-native content operating system from the ground up, introducing scalable generation, compliance review, quality scoring, and personalisation workflows that modernised how content was created, governed, and deployed across all business lines.
Oct 20248 mosMay 2025
Bengaluru, Karnataka, India
Responsible for heading entire CRM communications spread across
channels like Push Notification, SMS, WhatsApp and RCS. Responsible
for writing, vetting and overseeing over 250+ copies a day across
channels.
I have successfully devised a content strategy for push notifications
which attributes to 90% of CRM channel communication, bringing the
average CTR from 0.6 to standardising it now at 0.8
I also ensure channel prioritizations, strategy alignment, content
planning and ideation.
I am also responsible for driving all the banner based creative requests,
fulfilling over 30+ creative requests in a day.
I have successfully ideated and executed a gamification experiment for
push notifications that encouraged order streak, aimed at making
users place 5 orders in 5 days. The campaign averaged at 0.92% CTR,
with a traffic uplift of 2.07% and an order uplift of 0.85%
Worked on end-to-end moment marketing CRM communications for
Champions trophy 2025, which saw a massive bump of 27% in traffic
and average CTR of 0.96%
Executed a first of kind persona based communication approach for PN
time slots, specific to 3 PM and 5 PM experimenting multiple
communication approaches ranging from sales to creative messaging
arriving at an understanding of what type of communication worked
for a time slot and further standardising it. With an average CTR of 0.85
and 0.70 percentage respectively
I am also the brain and muscle behind all vernacular ATL brand
communication specific to South India. I have worked on multiple
outdoor campaigns for cities like Kochi, Trichy, Mysore to name a few.
Oct 20248 mosMay 2025
Led lifecycle marketing and CRM communications across Push Notifications, SMS, WhatsApp and RCS channels for one of India's fastest-growing commerce platforms.
Sep 20231 yr 2 mosOct 2024
Responsible for building an entire writing ecosystem delivering communications for marketing, employer branding, internal communication and content design for both ShareChat and Moj.
I have conceptualized the voice & tone and standardized it across 15 Indian languages the app is available in. Defined fundamentals and tone scale for the brand and community.
I have scaled the push notifications & DMs, delivering over 9,000 notifications across languages monthly. Improved the average creator DAU by 13.3% & overall platform engagement by 2.83%
I manage one of India’s largest in-house localization teams with over 16 writers each for both copywriting and UX writing.
I have hired & structured the employer branding team & helped the ShareChat LinkedIn page surpass 125k followers through consistent employer and corporate branding content.
I have worked closely with the content operations and marketing team in designing end-to-end campaign strategy and execution, notably working on campaigns involving superstar Rajinikanth (worked on merchandise design and launch campaign for the movie Annaatthe), Virendra Sehwag, R Ashwin and Neeraj Chopra to name a few.
I have enhanced user support experience through targeted multilingual video content which reduced the overall querytime by 27%
I have reimagined the brand perception of ShareChat through a dedicated ASO exercise that led to an increase in downloads by 5%.
I’m also responsible for scaling the entire UX writing ecosystem for ShareChat. Training, drafting style guides and building one India’s largest in-house localization capacity.
I scaled the social media presence of Moj, specifically the Moj For Creators (MFC) page through targeted campaign and content strategy helping in achieving a follower base of over 100k
I ensure business continuity for the entire ad sales ecosystem by providing translation services for all the advertisers with-in the app, contributing to revenue of over 10 crores a month
Oct 20212 yrsSep 2023
Bangalore Urban, Karnataka, India
I currently create, strategise & oversee creative and product communications for ShareChat & Moj. I am responsible for managing communication that spans across translation, transcreation & copywriting content buckets. I currently manage communication across 16 languages i.e English, Tamil, Malayalam, Telugu, Kannada, Hindi, Marathi, Haryanvi, Bhojpuri, Rajasthani, Gujarati, Bengali, Urdu, Assamese, Punjabi and Odia. Overseeing a team of 15+ writers in a horizontal org set up.
I also-
-Built a UX communication ecosystem for ShareChat for 15 languages. I am responsible for user research, style guide creation, localisation and overall content matrix of micro copy. I'm also responsible for continuously refining copy touch points as a whole, which includes constant interaction with designers, QA & developers to ensure smooth end-to-end delivery and solve for them actively.
-I am also responsible for driving end-to-end people agenda including training, talent management, performance management and hiring.
Feb 20219 mosOct 2021
Bangalore Urban, Karnataka, India
I acted as a centre point for communication in a horizontal set up for the organisation, single handedly developed communications for various touch points such as product, pre-sales, ad operations, content operations, visual communication, user acquisition, marketing, in-app & social media.
Jun 20208 mosJan 2021
Bengaluru, Karnataka, India
I oversaw the creative writing & marketing of B2B, B2C, Email Marketing, Ads, Social Media & Community functions of Edureka.
I handled a team of 4 writers.
I was responsible for end-to-end creation & execution of various marketing activities, digital campaigns, create & proofread various marketing collaterals, oversee marketing communications both internal & external, work with the SEO team to create landing pages, meta descriptions & define copy for all digital ads.
I also-
-Managed the day-to-day functions of the team.
-Oversaw all the communications & functional aspects of the team.
-Create content strategies & collaterals for GTM of various Edureka courses.
-Liaison with product managers & cater to various product needs.
-Help with content positioning & brand building strategies.
-Work with the in-house video team to create scripts for various product walkthroughs and all the other video requirements.
-Performance management.
-Training & on-boarding.
-Evaluation & analysis.
Apr 20191 yr 3 mosJun 2020
As a Senior Copywriter,
I led a team of 3 writers
I was responsible for conceptualising & implementing various digital campaigns for Swiggy across entire India.
I was also instrumental in setting the copy tone & voice for various digital properties of Swiggy, deliver collaterals for other Swiggy products such as Swiggy Daily, GO, Stores & Labs.
I also-
-Ideated, managed & delivered more than 5,000 in-app creatives every month with an average CTR of 8.
-Worked with cross-functional teams to understand their communication needs & guide them in creating effective marketing collaterals (videos, blog posts, social media posts, mailers, scripts etc.)
-Trained & on-boarded new team members & handle their performance.
-Managed external content agencies to ensure deliverables meet deadline.
-Evaluated the performance of campaigns & fine tune them accordingly to ensure maximum CTR & eventually transpire them into orders.
-Edited & proof-read various marketing collaterals to ensure they’re aligned as per the internal copy tone.
-Started vernacular copy project for Swiggy.
-Introduced organic campaigns
-New merch properties for Swiggy
Apr 20191 yr 3 mosJun 2020
Led communication strategy and content development across customer-facing digital experiences and product journeys.
Krishna’s AI Stack
Education
GEMS Education
19975 yrs2002
BBM, E-Banking and Finance
Manipal Academy of Higher Education
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