Headline

Retention and CX for D2C brands | What brings a customer back for the third order, or sends them to Amazon after the first | Building OpsRead | India and UAE

About

Most of my work sits in the stretch between a customer's first order and their third, which is where a D2C brand finds out whether it has earned the relationship or only rented it for a season. I came into this from the shop floor. I ran a physical toy store, then built CX and retention from the inside at toy, kids apparel and subscription brands, so I have spent close to a decade watching what makes a customer come back versus buy once and drift. Today I work with D2C brands in India and the UAE on retention and customer experience. It usually starts with a diagnostic of what customers do after their first order and why, and then moves into building the lifecycle journeys, support processes and reporting that follow from it. I am also building OpsRead, a weekly report that reads ops and support data together, so an operator can see that a dispatch delay on Tuesday became a wave of where-is-my-order tickets on Thursday. If your repeat rate has plateaued and the reason feels unclear, I am always open to a conversation.

Location

Mumbai

AI stack

anthropic apis

claude

gemini

notion

obsidian

openai

Work experience

Retention and CX Consultant at Self Employed, Sep 2025 - Present · 1 y 1 mo, Remote, I work with D2C brands in India and the UAE on what happens after the first order. Engagements start with a retention diagnostic, reading order, support and customer data side by side to see where repeat behaviour breaks, and then move into building the fixes: lifecycle journeys across WhatsApp and email, support processes, and reporting that tells the team whether customers are choosing the brand or renting it. Alongside client work I am building OpsRead, a weekly report that links ops movements to support outcomes for D2C operators.

CX Lead at Nap Chief, Jun 2025 - Sep 2025 · 4 mos, Mumbai, Maharashtra, India, - Designed scalable CRM and retention strategy: Architected customer lifecycle journeys spanning onboarding, engagement, and retention using MoEngage and Niti AI, establishing playbooks for repeat purchase behavior and loyalty program mechanics. - Orchestrated omnichannel engagement system: Owned campaign strategy and execution across WhatsApp, Email, Web Push; implemented A/B testing frameworks that improved click-through rates and conversion rate. - Automated operations and AI integration: Simplified Next-Day Return (NDR) workflows and integrated AI-powered tools (Zendesk, Chatbase, ClickPost, Parth AI) to automate customer service and support ticketing, reducing ops team workload by 3-4 hours daily while improving response time. - Enabled team efficiency gains: Documented and operationalized CRM and retention processes, enabling seamless team scaling and onboarding

AM - Growth and Relationship at the EleFant, Jun 2024 - Apr 2025 · 11 mos, Mumbai, Maharashtra, India, I focus on building systems and processes that make our customer experience seamless and scalable while strengthening the emotional connection with our audience. Here’s What I Do: • Build Scalable Systems: I design and implement efficient processes, including chatbot automation and streamlined customer support frameworks, to handle customer interactions effortlessly. • Create Customer Journeys: I develop personalized journeys using WebEngage to engage customers at every stage, improving retention and overall satisfaction. • Streamline Internal Communication: I simplify how teams communicate internally, ensuring smoother workflows and better collaboration. • Shape the Brand’s Character: I created the character and backstory for “Ele,” our mascot, turning it into a relatable and engaging part of the brand’s storytelling.

Customer Delight Officer at Ariro Toys, May 2022 - Jun 2023 · 1 yr 2 mos, Chennai, Tamil Nadu, India, One man team handling 360 customer experience. Ariro is a great brand to work with a niche target audience. I set-up and managed omni channel solutions. Developed and implemented comprehensive CX strategies for pre and post-purchase stages, resulting in improved customer satisfaction and retention.

CS at Flo Mattress, Jan 2022 - Apr 2022 · 4 mos, Mumbai, Maharashtra, India, This phase was what I would like to call, a crash course. Getting to know about what's happening in the online space, how the customer interactions are like and what are their pain points. I handled a lot of conversations, like a lot. Learnt the process and systems, and the gaps in communication both internally and externally, to understand how it is affecting the overall experience.

Education

Bachelor's degree, Human Resources Development, SDM College of Business Management

Master of Business Administration - MBA, Human Resources Management/Personnel Administration, General, DY Patil Institute of Distance Learning