Headline

Content & Brand Marketing | Ex Physics Wallah, CashKaro | I write it, host it, voice it, and read the numbers | EdTech · FinTech · Consumer

About

I write content that has to perform, in categories where getting it wrong costs trust, not just reach. Exam prep, personal finance, brand. Places where a wrong claim is public within the hour. That's where I learned the loop I still run: decide what a piece of content is actually supposed to do, ship it, read what happened, change the next one. WHERE I'VE DONE IT → PHYSICS WALLAH (Brand & Content) One of India's largest EdTech companies, marketing to students, aspirants and parents at national scale. - Created and optimised 1,600+ assets across video scripts, blogs, emails, web, push and PR - Lifted engagement and retention 25%+ through structured A/B testing - Wrote, hosted on camera and voiced promotional video, script through to publish - Star Performer of the Quarter (twice) → CASHKARO — Senior Associate, Brand & Retention India's largest cashback platform. Brand and content across social, paid, web, CRM and OOH. - Sustained 3.5–4.5% push CTR and 5.5–7.2% WhatsApp CTR through continuous testing - Supported a landing page ecosystem serving 7,496+ daily visitors - Ran campaign analytics in Power BI and CleverTap, and reset messaging and targeting from what the data said → FREELANCE — StudyIQ, PW OnlyIAS, SSBCrack Exams, Study Glows YouTube scripts and SEO content for some of India's biggest education channels. Scripts reaching 100K+ views, written where the retention graph tells you exactly which sentence lost people. WHAT I ACTUALLY DO Most content people hand off after the brief. I don't. I set the strategy, write the script, host it on camera, voice it, produce the assets, then open the dashboard and decide what changes next time. Six jobs, one person, which is usually the difference between a campaign that ships this week and one that ships next month. I also build with a generative AI stack, Midjourney for image, ElevenLabs for voice, Seedance and Flow for video, Claude and ChatGPT for research and drafting. Not as a novelty. It's how a concept becomes shippable video, voice and image assets in days instead of weeks. Engineering degree, which mostly matters because I'm comfortable in Power BI and CleverTap and don't need anyone to interpret a dashboard for me. TOOLKIT Lifecycle & CRM: CleverTap · MoEngage · WebEngage · Gupshup · Route Analytics: Power BI · Google Analytics AI production: Claude · ChatGPT · Gemini · Midjourney · ElevenLabs · Seedance · Flow Craft: Scriptwriting · Copywriting · On camera hosting · Voiceover · SEO · AIDA / PAS Currently open to Content Manager, Social Media Manager and Brand Marketing roles.

Location

Delhi

AI stack

claude code

elevenlabs

gemini

lovable

meta

openai

Work experience

Senior Marketing Associate at CashKaro.com, Oct 2024 - Jun 2026 · 1 yr 9 mos, Gurugram, Haryana, India, At CashKaro, I lead brand and retention-led growth campaigns that blend strategy, storytelling, and performance. From GTM planning to content innovation, I focus on driving user engagement, revenue growth, and long-term customer loyalty through creative, data-driven marketing. - Drive brand and retention-led growth through GTM strategy, audience segmentation, and storytelling that boost engagement and revenue. - Own and execute the content calendar aligned with retention goals, enhancing ACPU & ARPU via data-driven, product-led campaigns and moment marketing. - Lead D2C growth initiatives, generating ₹8L+ monthly revenue through multi-channel campaigns across Push, SMS, and WhatsApp. - Write thumb-stopping ad hooks, headlines, and CTAs across Meta, Google, and YouTube; develop and test high-velocity creative variants (UGC, AI persona, static, scripts) optimized for CTR, CVR, and thumb-stop rate. - Build high-converting landing pages using persuasion frameworks (AIDA, PAS), and own copy for emails, WhatsApp, and SMS to drive engagement and action. - Craft campaign narratives for brand films, influencer scripts, and offline assets while maintaining a consistent tone and translating brand values into clear, high-performing language. - Create high-impact communication (Push CTR: 3.5–4.5%, WhatsApp CTR: 5.5–7.2%) and content for landing pages, reels, and OOH ads. - Collaborate with marketing, design, and product teams, leveraging CleverTap & Power BI for segmentation, targeting, and performance insights. - Tools: CleverTap | Power BI | Google Analytics | Excel

Marketing Associate at PW (PhysicsWallah), Apr 2023 - Oct 2024 · 1 yr 7 mos, Remote, At Physics Wallah, I crafted insight-driven brand and communication strategies to engage learners and strengthen retention. From scripting and content creation to campaign ideation, I helped transform complex ideas into relatable stories that built deeper connections with our audience. - Recognized twice as “Star Performer of the Quarter” for leading high-impact brand and retention campaigns that boosted engagement by 25%+. - Executed data-driven content strategies via MoEngage, improving CTR, retention, and conversion rates across learner journeys. - Wrote ad hooks, headlines, and CTAs across Meta, YouTube, and Google, developing creative variants optimized for CTR, CVR, and engagement. - Built and optimized 1,600+ content assets — web pages, blogs, push notifications, WhatsApp, CLM journeys, in-apps, landing pages, video scripts, and offline branding/PR materials. - Owned landing page and CRM content, crafting persuasive copies using AIDA/PAS frameworks to drive conversions and funnel performance. - Crafted campaign narratives for brand films, influencer scripts, and offline events, ensuring tone consistency and clear translation of brand values. - Collaborated with cross-functional teams and category managers to launch campaigns, batches, and branding events that enhanced brand visibility. - Trained interns and new joiners on content strategy, storytelling, and marketing best practices through structured knowledge-transfer sessions.

Researcher and Writer at Xplained, Dec 2021 - Mar 2023 · 1 yr 4 mos, Remote

Researcher at Xplained, Dec 2021 - Feb 2022 · 3 mos, India

Intern at Pwd, Lucknow, Oct 2021 - Nov 2021 · 2 mos, Lucknow, Uttar Pradesh, India

Education

Bachelor of Technology - BTech, Civil Engineering, Dr. Shakuntala Misra National Rehabilitation University (DSMNRU), Lucknow

Public links

shivangipandey.com: https://shivangipandey.com/