Abhay Rawat

Achievements

• Led the migration for marketing resulted in a 24% reduction in operational costs.
• Build spend strategy with models reducing the payback window from 10 months to 4 months.
• Created analytics for marketing prompt responses, boosting free-to-premium user conversion from 5% to 9%.
• Delivered in-depth campaign-level analytics to monitor top and bottom funnel ad metrics, achieving a 30% reduction in CPI

Roles and Responsibilities

• Oversaw the migration of all marketing-related tables from BigQuery to Databricks and facilitated the transition of dashboards from Cluvio to the open-source platform Superset.
• Consolidated analytics across marketing, engagement, and search domains, encompassing various key metrics including Customer Acquisition Cost (CAC), engagement metrics such as listening, and Click-Through Rates (CTRs).
• Developed remarketing campaigns from inception, employing sampled audiences to achieve a notable 60% reduction in the budget. The project encompassed meticulous audience selection, strategic user outreach, and DB management for daily nudges.

Achievements

• Won Panchayat Award FY ‘ 22 - ‘23 Q3
• Improved Facebook and Google ad feed led to 12% higher net merchandise value
• Built WhatsApp shopping cart flow for 0-1 users, resulted in reduced remarketing CAC by 10%
• Improved the event signals sent to Facebook and Google, leading to a 9% reduction in cost per install (CPI)

Roles and Responsibilities

• Conducted market research and analysis, resulting in the identification of a strategic product with a potential 10x greater impact than our current product. Developed a business case and presented recommendations to the executive team.
• Implemented an improved referral scheme with new features, including Referral UPI, resulting in a streamlined and user-friendly experience. Successfully migrated old referral schemes for improved functionality.
• Integrated with third-party ad networks such as Wishlink, INR Deals, and Kofluence as owner of Appsflyer link integrations. Developed and implemented a comprehensive system to improve tracking and reporting efficiency.
• Conducted 15 A/B experiments over 11 months for the AnA team, testing new product features, including Bidding, Bots, and Ad feeds, to improve user experience and drive business growth. Analyzed results, provided insights, and contributed to the successful development and launch of new features.

Achievements

• Won Bar Raiser award FY ‘ 21 - ‘22
• Designed chatbot workflow and tree, to reduce manual handling of customer queries by 70%
• Created disbursement automation, saving impacting 44Cr worth of loans by eliminating manual process
• Improved Collection Management System's efficiency by 30% through creating new ticket flow system

Roles and Responsibilities

• Integrated Zendesk CRM system for ZestMoney, creating workflows, data flows, API integrations, and CX ticket flows. Collaborated with cross-functional teams to ensure smooth deployment, and provided end-user training.
• Created new product features (DND, CMS management, and escalation system) and collaborated with cross-functional teams to launch them, resulting in improved customer satisfaction and reduced escalations.
• Proposed, designed, and developed a Collection Management System on Salesforce to handle tickets and agency onboarding, additionally enhancing partner operations and streamlining ticket flow management.

Achievements

• Won Founders Award FY ‘ 20 - ‘22
• Implemented an Escalation Management system that resulted in a 15% reduction in escalations.

Roles and Responsibilities

• By designing process flow and queue logics for CIBIL automation with third-party vendors, we were able to reduce correction turnaround time (TAT) by 46%.
• Developed and implemented comprehensive dashboards that display key customer support metrics for all lines of business (LOB), resulting in enhanced visibility and informed decision-making for stakeholders.
• Designed customer operation metrics and tracked them using the product resulting in a 10% increase in SLAs, 6% in TAT, and 5% in CSAT. Implemented automated product leading to 180 saved man-hours per month.