Headline

Customer lifecycle, CRM, Growth, Loyalty & MarTech for consumer brands | Chaayos l Ex Tata 1mg, Gartner, Snapdeal | F&B, HealthTech, E-commerce

About

Early in my career, I kept noticing something simple but powerful. Some customers came back without being reminded. Others needed nudges. And a few built a kind of quiet loyalty that no discount could explain. That difference fascinated me. Over time, I realised that marketing automation is not about sending more messages. It is about understanding behaviour. It is about recognising intent early. It is about knowing when to speak and when to stay silent. We often say we are “delivering value to customers.” But value alone does not create loyalty. Authenticity does. Consistency does. Relevance does. When communication feels thoughtful instead of forced, customers return. When brands respect attention instead of competing for it, trust builds. When experiences are frictionless, relationships strengthen. Lifecycle marketing, to me, is not a channel function. It is behavioural design. It is building systems that allow brands to show up in ways that feel natural, not transactional. Over the years, I have learned a few things that changed how I work: Discounts can drive action, but they rarely build attachment. Personalisation is not adding a name to a message. It is understanding context. Most churn is not emotional. It is friction that went unnoticed. The best lifecycle strategies often feel invisible to the customer. What drives me is not campaign execution. It is building long term relationships between brands and the people they serve. Growth that comes from trust compounds. And that is the kind of growth I care about building.

Location

Greater Delhi Area

AI stack

claude code

claude

deepseek

gemini

n8n

Work experience

Director l CLM MarTech Head l Growth at Chaayos, Jul 2025 - Present · 1 yr 4 mos, Delhi, India

CRM Head l User Growth l Senior Digital Marketing Manager at Tata 1mg, Dec 2018 - Jul 2025 · 6 yrs 8 mos, Gurugram, Haryana, India, When I stepped into lifecycle, the core challenge was clear: Customers were transacting, but not forming habits. Growth was strong, but loyalty was shallow. Discounts were driving action, but not attachment. The problem was not communication volume. It was lack of depth in engagement. 𝗧𝗛𝗘 𝗦𝗛𝗜𝗙𝗧 I helped reposition lifecycle from campaign execution to relationship design. Instead of pushing offers, we focused on context. Instead of reacting to churn, we predicted it. Instead of scaling discounts, we scaled relevance. 𝗪𝗛𝗔𝗧 𝗪𝗘 𝗕𝗨𝗜𝗟𝗧 • Full-funnel lifecycle journeys across onboarding, repeat purchase, and reactivation, improving retention by 25% and CLTV by 22%. • Early behavioral signal tracking to proactively intervene, reducing churn by 31%. • Contextual, event-driven engagement across Email, Push, SMS, and WhatsApp, driving 38% uplift in engagement. • AMP-based interactive emails at scale, increasing CTR by ~80%. • Smarter segmentation and incentive redesign, delivering 10–15% incremental GMV while reducing promotional burn by 50%. • A disciplined experimentation engine with statistically sound A/B testing, embedding data into every lifecycle decision. • Real-time personalization through CDP implementation, moving from batch campaigns to trigger-led communication. 𝗪𝗛𝗔𝗧 𝗜 𝗟𝗘𝗔𝗥𝗡𝗘𝗗 Price drives transactions. Relevance drives engagement. Consistency builds trust. Retention is not a messaging outcome. It is a systems outcome. When engagement deepens, conversion strengthens. When conversion repeats, habits form. When habits form, loyalty follows. Lifecycle, done right, makes a digital platform feel less transactional and more familiar.

Marketing Specialist CRM at Gartner, Oct 2017 - Dec 2018 · 1 yr 3 mos, Gurgaon, India, • Regularly review and revise the marketing performance using email metrics and web analytics, making recommendations, dashboards, and adapting marketing plans to incorporate best practices. • Managing the deployment of outbound communications for the best practices (Sales, Marketing, Customer Experience, and Services) to drive web traffic, increased repeat web visitors and improved the service consumption. • Partnership with Senior Marketing Manager to support revenue growth by applying marketing disciplines to drive integrated marketing strategies, planning and communications for the email channel marketing. • Independently managing the projects from problem identification/conception to completion with periodic guidance from Marketing Manager. • Explore opportunities to leverage functionality in Salesforce and Eloqua 10 to improve information capture, data hygiene, segmentation and targeting capabilities for the Email Marketing channel. • Managed the demand generation marketing activity for the Sales, Marketing, Communication, Customer Experience, Services and activating the commercial organization against key product initiatives and campaigns. • Executing integrated email marketing campaigns for new product launches for Gartner for Business Services.

Direct Marketing - User Growth l CRM at Snapdeal, Dec 2014 - Oct 2017 · 2 yrs 11 mos, Gurugram, Haryana, India, • Increased channel efficiency (orders) Newsletters channel via user segmentation and reducing ~40% in monthly cost and optimized targeting. • Automated customer lifecycle programs & streamlined end-to-end execution of retention channels. • Created a streamlined process for cross functioning with different teams to drive business planning and process improvement by implementing process guidelines. • Custodian of design and content QC for all retention communication channels and managed online marketing campaigns from conception through execution & implemented marketing strategies. • Analyzed, reported and Strategically implemented key metrics for outbound communications. • Conducted numerous experiments by hypothesis formulation & validation, developing insights & refining. • Worked closely with various internal teams and Integrated learning’s to drive sales for increased efficiency.

Self Employed at Web App, Jul 2012 - Dec 2014 · 2 yrs 6 mos, Greater Indore Area, • Grew the app's membership to 200k members mostly from the NA & EMEA region. • Increased overall site revenue by 40% by using various CPC, CPM, & CPD models in a year ensuring a consistently positive ROI. • Grew traffic to ~20k daily unique visitors by scaling up through various social media channels. • Ensured retention to contribute to 50% of the overall revenue.

Education

kendriya vidyalaya

Bachelor of Engineering (B.E.), Electronics and Communications Engineering, Rajiv Gandhi Prodyogiki Vishwavidyalaya