Headline

Growth Marketing Expert | 11+ years scaling user acquisition, retention & revenue across fintech, payments & consumer internet | Ex-Paytm, Loco, Multipl | Built growth systems that took ARPU up 39% and CAC down to ₹210

About

I am a seasoned Growth Hacker and Marketing Strategist with a passion for driving exceptional results and achieving exponential growth. With expertise in Meme Marketing, Budgeting & Branding, I have a proven track record of innovating and executing multi-channel brand strategies for social media. My focus is on building products that resonate with customers and translating ideas into actionable items. My success mantra is "Think-Structure-Implement." I have spearheaded the gamification of customer onboarding through Performance, Social Media, Content, and Viral Marketing. I am well-versed in developing and executing a multi-variate GTM strategy, utilizing Performance Marketing, CAC optimization, and Key Performance Metrics to improve ROAS and maximize ROI. With a strong background in Growth Hacking, User Engagement, and User Retention, I possess the expertise to drive sustainable growth and propel brands to new heights. I excel in leveraging innovative strategies to optimize user acquisition, performance marketing, brand awareness, programmatic advertising, and social media campaigns. I have consistently achieved impressive growth results, delivering substantial increases in DAU, MAU, ACU, Average Watch Duration, and Live Watch Hours. My ability to analyze data derived from Performance Marketing and social media campaigns has allowed me to optimize user acquisition goals by segmenting users into in-app cohorts, enhancing customer LTV, and maximizing ROAS. I am adept at developing and executing notification strategies, user journeys, and push notification campaigns that drive campaign conversion rates and improve CTR. By deploying meme-based, quirky, and culturally relevant push notification language, I have achieved significant increases in average weekly CTR, generating exceptional engagement with the target audience. I have successfully implemented automation to streamline marketing operations, improve segmentation, and deliver personalized communication at scale. By building automated data integration, processing, and optimization infrastructure, I have ensured efficient decision-making processes, leading to enhanced user engagement and platform loyalty. I have thrived in highly dynamic and competitive environments, consistently delivering exceptional results by utilizing my skills in Growth Hacking, Digital Marketing, Social Media Marketing, and Product Marketing. My ability to think strategically, innovate, and execute with precision has allowed me to drive sustainable growth for organizations across various industries.

Location

Bengaluru East

AI stack

anthropic apis

mcp

n8n

notebooklm

Make

Pipedream

Work experience

Associate Director - Growth Marketing at Multipl, Nov 2024 - Present · 1 yr 10 mos, Bengaluru, Karnataka, India, Led growth strategies that boosted ARPU by 39% through full-funnel monetization, integrating investment journey with co-branded offers. Developed gamified tools like Spendvesting calculators, Game of Life and Needs-Wants-Savings models that improved goal creation. Launched IPL-themed Multipl Premier League campaign delivering 150+ content pieces over 74 matches, driving first-time investments up 47% and repeat investments by 52%. Executed guerrilla marketing at GFF 2025 with a free shuttle service and city-wide bus branding, serving 1,500+ fintech professionals, generating a 90% web traffic surge and earned media from ET BFSI. Secured Collab with TVF for web series "Sisters," integrating product placements in micro-episodes for Branding and user Acquisition. This campaign targeted urban women aged 18-35, increasing new user referrals by 19% and strengthening brand engagement. Built precise retargeting campaigns on Meta platforms that revived 22% inactive users, improved install-to-goal conversion from 8.7% to 23.2%, and reduced customer acquisition cost to ₹210 per goal through hyper-targeted multi-channel campaigns. Enhanced KYC completion and first investment conversion via persona-driven user flows and modular micro-goals. Built recommendation engines leveraging user data to suggest brand-tagged savings goals, increasing investments per user. Led cross-functional efforts to develop attribution models, optimize landing pages, and execute measurable growth initiatives. Implemented real app usage data to optimize campaign targeting, improving personalization by segmenting users based on app behaviour (travel, food delivery, BNPL, ride-hailing). Reduced sign-up-to-investment time by 41% through a streamlined 6-step onboarding flow combining KYC, investor profiling, and drip campaigns. Established dashboards to track CAC, CLTV, churn, ARPU, and DAUs, enabling ongoing platform optimizations and reducing average days between goal creations from 87 to 64.

Senior Manager - Central Growth - Insights at Paytm, Oct 2022 - Oct 2024 · 2 yrs 1 mo, Bengaluru, Karnataka, India, Increased user signups for Paytm Money by 71% (from 35,000 to 60,000 daily) and KYC completions by 87% (18.5% to 34.8%) through targeted campaigns based on user data & behaviour. Led the user acquisition & Reactivation campaigns for Paytm UPI & wallet, growing Paytm's UPI market share from 12.9% to 14.7% (September 2023). This strategic effort also contributed to a record-breaking 160 Cr UPI transactions (₹2.67 Trillion) in a single month. Improved user segmentation for travel bookings on Paytm, leading to over 9,000 flight bookings & ₹7Cr+ transactions in a single day. This involved using behaviour analysis, pricing strategies, & retention plans. Analysed user data across the app funnel (signups, activation, usage, churn) to identify growth opportunities and optimize app performance for a smooth user experience. Tracked campaign performance and optimized click-through rates (CTRs) for maximum impact, and keeping business Annual Operating Plans (AOPs) in-sync with the Organizational Growth Trajectory. Executed data-driven growth plans for different business areas at Paytm. Analysed user behaviour to identify pain points and developed solutions, working with various teams to implement them smoothly. Developed a deep understanding of user journeys within the Paytm app to create targeted marketing & growth initiatives. Built strong attribution models to identify the most effective channels for user engagement & maximizing ROI. Identified opportunities for cross-selling credit products, developing a user acquisition and retention model that significantly increased credit card adoption and third-party payments through Paytm (₹736.4 Cr for credit cards in October 2023). Optimized the recurring utility payments segment by tailoring user acquisition and engagement efforts based on payment types and user behaviour. This data-driven approach resulted in a 6.8% MoM growth in rent payments & a 21% growth in DTH/Broadband & post-paid recharges.

Growth Marketer - Retention at Loco, Nov 2020 - Oct 2022 · 2 yrs, Bengaluru, Karnataka, India, Effectively managed the consumer funnel, driving processes from Installation to Retention. Introduced gamified onboarding and retention practices by tracking user activity. Analyzed Performance Marketing and social media data to optimize user acquisition, segmenting users and enhancing cohort utilization. Leveraged varied tools for cohort analysis, boosting Customer Lifetime Value (LTV) and Return on Ad Spend (ROAS). Within three months of Joining, achieved substantial growth: 54% surge in Daily Active Users (DAU), 77% in Monthly Active Users (MAU), and a 113% increase in Average Concurrent Users (ACU). Witnessed improvements in Average Watch Duration and Live Watch Hours through effective strategies. Successfully slashed Average User Acquisition cost from Rs 124 to Rs 97 for Loco Studios and doubled ARPPU from Rs 148 to Rs 293 within one month. Achieved significant conversion rates with 26.7% paying users within 1 month and an impressive 54% within 6 months of sign-up. Executed notification strategies, elevating campaign conversion rates significantly. Weekly click-through rates (CTR) surged from 0.83% in November 2020 to 4.81% in October 2022 using meme-based, quirky, and culturally relevant push notifications. Prioritized data analytics, optimizing user acquisition, brand awareness, and social media campaigns. Innovated growth tactics by experimenting with user reactivation strategies, fostering increased engagement with streamers. Implemented automation for refined marketing outcomes via segmentation and personalized communication, ensuring scalable operations. Created automated data integration, processing, and optimization infrastructure, boosting user engagement and platform loyalty. Developed and managed an analytics dashboard in Data Studio, enabling comprehensive tracking and actionable insights from customer interactions with the esports streaming platform.

Growth Product Manager at Wubba Lubba Dub Dub Private Limited, Nov 2019 - Nov 2020 · 1 yr 1 mo, Bengaluru, Karnataka, India, Collaborated with clients to develop brand strategies and enhance product-market fit through organic growth strategies, utilizing measurable metrics. Innovated and implemented monetization strategies for Wubba Lubba Dub Dub Pvt Ltd's (WLDD) digital intellectual properties, creating new revenue streams. Spearheaded memes-driven marketing and brand awareness campaigns for new product and feature launches, as well as go-to-market initiatives. Devised and executed online reputation management (ORM) strategies for renowned brands such as Discovery+, Xiaomi India, Myntra, Fevikwik, and others, utilizing performance channels, social media platforms, programmatic advertising, and performance marketing campaigns. Ideated and implemented strategic initiatives to optimize content delivery and establish robust distribution channels through collaborations with creators and influencers across various social media platforms. Successfully conceptualized and executed customer acquisition strategies and branding for Budweiser's mini-game "Conquer2020" using multi-channel promotion, including curated and user-generated content, tweet wars, banter, and memes, resulting in a total reach of 56 million users and approximately 15 million minutes of gameplay. Led customer acquisition efforts and restructured performance metrics to improve delivery practices, leveraging tools such as Google Analytics, metadata, statistics, and executing and analyzing A/B tests, customer relationship management (CRM), mobile measurement partners (MMPs), and Growthbot. During the initial lockdown period, led the restructuring, ideation, and execution of multiple growth experiments to optimize conversion rates and drive business results. Used data and analytics to identify segment-wise customer behavior and revenue impact, resulting in sales growth of 152% for a period of 60 days amidst the COVID-19 lockdown.

Assistant Manager Product Marketing at Sundaram Finance, Jun 2017 - Nov 2019 · 2 y 5 mo, Mumbai, Developed and implemented effective go-to-market strategies, utilizing cost-effective channels to promote and deliver quantifiable solutions for corporate car leasing at Sundaram Finance Limited. Designed a new model for mapping customer requirements, delivering customized products and technical solutions for lease tracking. This approach resulted in revenue growth and increased customer lifetime value (LTV) by focusing on team training and diversification to systematize the marketing approach. Formulated a customer reach-out strategy to enhance the end-user experience and establish new alliances and partnerships through creative solutions and optimum growth routes. This initiative led to improved customer retention and conversion rates, especially in organizations with multiple leasers. Collaborated with the Country Head to focus on product pricing and business strategy, leading to a restructured product strategy and diversified offerings under the corporate leasing vertical at Sundaram Finance Limited. Implemented multiple consumer feedback loops to identify additional features and incorporate them into the product roster, providing tailor-made solutions for corporate clients. Led lead generation and nurturing efforts, mapping customer requirements, and offering customized products and technical solutions for lease tracking and queries. Ensured adaptive strategic execution based on real-time sales reporting, allowing for agile decision-making and adjustments to maximize sales outcomes. Spearheaded the development of comprehensive storyboards, presentations and brochures for specific company services, streamlining customer outreach and leading to a 25% increase in customer acquisitions.

Creative Marketing Manager at Nterprise.IT, May 2016 - Jun 2017 · 1 y 1 mo, Bengaluru, Implemented growth strategies to boost conversion rates with startups and corporates, facilitating mutual growth Leveraged gamification techniques in the customer success processes, resulting in increased traction, higher retention rates, improved customer acquisition, and the development of high-value business partnerships. Introduced and enhanced a robust dynamic pricing model based on key performance indicators, leading to better profitability and expense tracking Developed content marketing strategies, utilizing mail networks and other communities as lead generation sources by initiating a series of blogs and articles featuring interviews with corporate heads and decision-makers, to increase lead generation and improve understanding of the complexities of the enterprise information technology market Implemented a vendor-focused business model, prioritizing the needs and interests of suppliers on the marketplace. Initiated a weekly newsletter and mailers showcasing curated lists of services and vendors available in India, thereby enhancing customer acquisition and retention efforts. Utilized multivariate A/B testing to pursue growth strategies focused on performance and results.

Education

Master of Business Administration (MBA), Marketing, National Institute of Technology, Tiruchirappalli

Bachelor of Technology (B.Tech.), Electrical and Electronics Engineering, Graphic Era University

Public links

kunal-20-06.github.io: https://kunal-20-06.github.io/Kunal_Resume/

github: https://github.com/kunal-20-06