Headline

Associate Director - Growth & Marketing at MaterialDepot | IIT Kanpur

About

Self-driven and result-oriented business growth professional with 5.5+ years of experience in digital growth, retail, and E-commerce. Proven track record of launching and scaling businesses from scratch, driving strategic growth, process improvement, and P&L optimization. Adept at using data-driven insights and consumer backward thinking to maximize business growth, user acquisition, retention, conversion and customer experience. Expertise in strategic planning & execution, PnL management, category management, supply & demand planning, sales, growth marketing, operations, strategic partnerships, and stakeholder management.

Location

Bangalore Urban

Work experience

Associate Director - Growth at Material Depot, Jul 2025 - Present · 1 yr 4 mos, Bengaluru, Karnataka, India

General Manager - Business at VidyutTech, Feb 2023 - May 2025 · 2 yrs 4 mos, Bengaluru, Karnataka, India, - Built and scaled Vidyut NextRide, a resale marketplace for buying & selling used 3-wheeler EVs, from scratch to x Cr monthly GMV within 18 months - Conducted in-depth market research to understand consumer needs and pain points, and key levers to unlock the resale business market - Developed & executed GTM strategies and strategic business plans, achieving a YoY GMV growth of 7x - Managed end-to-end P&L and led a 25-member cross-functional team, driving efficiency across supply chain, demand, operations, marketing, and customer experience - Established end-to-end supply chain from the ground up, covering procurement to delivery, with robust systems and processes to enable operational efficiency at scale - Leveraged data analytics to identify the growth levers and drive continuous improvements across functions, increasing sales by 57% - Developed and executed supply and demand strategies with supply, demand, and marketing, driving 60% volume offline and 40% through online channels - Led demand planning by factoring in business goals, seasonality, and market trends - Developed and optimized assortment planning across various brands, models, and variants by leveraging market demand insights to drive higher margins and maximize business volume - Designed and optimized pricing algorithm with key variables like target margin, cost, inventory ageing, market demand and competition pricing, accelerating inventory turnover by 40% - Launched strategic recertification and extended warrranty program with OEMs on used EVs to enhance buyer's trust, resulting in 15% better resale value - Partnered with multiple non-OEM vendors for servicing & refurbishment, reducing cost by 40% and refurbishment time by 70% - Coordinated with the product and tech team to design and develop an internal platform to reduce operational hassles from procurement to delivery, improving efficiency by 90%

Growth Lead at Playto Labs, Nov 2021 - Jan 2023 · 1 yr 3 mos, Bengaluru, Karnataka, India, - Led revenue growth and 5-membered team, achieving 300% growth, from ₹10L/month sales to ₹40L/month sales in 1 year - Spearheaded GTM, demand planning, customer acquisition, retention, and conversion strategies, optimizing CAC and LTV - Launched and scaled performance marketing channels across Facebook and Google from scratch, achieving ₹20L/month revenue - Led SEO optimisation, increasing the organic web traffic by 60% over 6 months - Launched robotics kits on Amazon marketplace and scaled to ₹2L/month revenue within 4 months; secured selection into the Amazon Launchpad Program - Led promotional strategies through offer campaigns, limited-time deals, and pricing strategy - Coordinated with supply chain team to maintain optimal stocks as per the demand planning - Constantly analyzed marketing campaign, channel, and sales person-wise cohorts to optimize the growth funnel conversion, resulting in increased revenue by 50% - Launched targeted cohort-based campaigns to drive repeat purchases, contributing to 12% of the total revenue every month - Planned & executed National Robotics Competition in association with Top IITs for school kids, resulting in CAC reduction by 38% and revenue increment of 30%

Senior Category Manager at Testbook.com, Oct 2020 - Jul 2021 · 10 mos, Mumbai, Maharashtra, India, - Launched and scaled the Defence & Police exams category, driving ₹35L/month revenue within 10 months - Increased revenue by 200% in 6 months, awarded Star Performer for outstanding contributions - Owned and managed GTM strategy, competitive positioning, pricing, promotions, placements, and demand planning for the category products - Leveraged funnel analytics to improve category performance, resulting in 30% sales growth - Coordinated with marketing team to ensure visibility of category-specific promotional campaigns on homepage and category relevant pages - Planned and managed product launches according to market demand and exams seasonality - Introduced free trial class, and curriculum download feature in the courses listing page in coordination with the product team, increasing engagement by 20% - Led collaboration with content, SEO, operations, marketing and sales team to drive user acquisition, engagement, conversion, and retention

Digital Marketing Manager at Testbook.com, Jul 2019 - Sep 2020 · 1 yr 3 mos, Mumbai Area, India, - Led multi-channel performance marketing across Facebook, Google, and TikTok with a monthly budget of ₹ 15 Lakhs & ROAS of 3x - Planned and executed offer campaigns in coordination with the CRM team, ensuring visibility through web and app banners, push notifications, SMS, and email - Launched web campaign to harness web traffic data for app installs, resulting in monthly 15000 organic installs - Created customer lifecycle journeys on WebEngage from acquisition to retention through push notifications, email, SMS, in-app, and web banners, contributing to ~ 7 % of the total revenue - Led brand marketing campaigns with RVCJ Media, gaining 4M+ views & 20M reach - Led influencer marketing campaign across Instagram, and TikTok for promoting new product launch garnering 3 M views - Planned & executed a referral contest for brand awareness resulting in 27, 920 social followers, 7,035 app downloads, 57,873 new email list generation

Business Development and Strategies Associate at Helpusgreen, May 2018 - Sep 2018 · 5 mos, Kanpur Area, India, - Developed and implemented the marketing strategies to launch the brand 'Phool' - Strategised and managed the social media campaigns aimed at brand building - Collaborated with courier companies to become delivery partners with HelpUsGreen - Closed the deal worth 2 lac with seed companies to procure the raw material required - Formulated and executed an SEO plan to drive visitors to HelpUsGreen website - Analyzed the conversion funnel to generate insights about user behaviour; optimised SEO strategies, user experience and content - Bagged 2nd position amongst 30 teams in a pitching competition, UpStart, IIT Kanpur; pitched before three well-known investors and received huge appreciation

Education

Bachelor's degree, Mechanical Engineering, INDIAN INSTITUTE OF TECHNOLOGY KANPUR