Aditya Shah

Digital & Growth Marketing

• Led the full funnel digital charter for Tata Play & Binge. Scaled up digital sales for DTH by 2x in 6 months and also set up the growth strategy for Binge (OTT aggregation App) across channels- delivering 40% of overall subscriptions .
• Building social media strategy for Binge from scratch with a vision to make it the best OTT destination on social media. Created an original song with Badshah and now creating a podcast IP called Now Bingeing
• Also lead managed managed a large influencer campaign for Brand change for Tata Sky to Tata Play involving 200+ influencers.

Brand & Content Marketing

• Developing Brand "Tata Play Binge" which is India's first true content aggregation app. Also key member of team managing Brand transition of Tata Sky to Tata Play
• Rolled out BTL strategy for selling OTT subscription through Retail channel- first of its kind.
• Content marketing & creative development process for Tata Play subscribers to upsell/cross sell products. Delivering 30 cr+ revenue annually

UI/UX

• Lead the UI UX vertical. Designed the interface & journeys for Tata Play Binge using agile methodology, launching it in just 6 months
• Multiple design intervention led to NPS improved by almost 18 points. Website is now Level IV Certified Practice in Usability (CPUTM) available to few brands globally.

• Led annual revenues of 5000 cr+ while maintaining a growth of 8%-10% annually. Tata Play became no 1 in revenues and subscribers during the period
• The role involved creating upsell/cross sell opportunities and running ML based campaigns using segmentation strategies
• Grew the HD category for Tata Play and made it the leader in the HD revenue with 50% market share.

• Worked with McKinsey to identify different ways of segmentation for Revenue Enhancement
• Project was implemented nationally and delivered incremental revenues of 2%- 5% across states
• Delivered incremental revenues of 25 cr+ annually & also got best revenue growth award for a state.

• Developing country level product initiatives to acquire new customers and product interventions to manage Acquisitions and revenue enhancement
• Created innovative STD calling product which led to 10% growth

• Conceptualized & launched an innovative direct marketing program for first ever Youth centric telco product- added 6 lakh subscribers in period of 5 months
• Also responsible for all POS/BTL communication