Anirudh Das
linkedin.com/in/dasanirudh/
Summary
- Product marketing and growth professional with rich experience across OTT, Gaming, and Consumer Technology, driving GTM strategy, lifecycle marketing, and user growth at scale.
- Technically proficient in Mixpanel, Google Analytics, Tableau, CleverTap, MoEngage, Appsflyer, Excel, with strong expertise in A/B testing, cohort analysis, and funnel optimization.
- Strong cross-functional collaboration and stakeholder management skills, known for working effectively with Product, Design, Tech, and Business Teams in ambiguous environments.
- Proven skills to translate user insights into scalable, data-driven growth strategies, delivering sustained improvements in activation, engagement, and retention.
Overview
9
9
years of professional experience
Work History
Manager | Subscriber Marketing
Tata Play
08.2024 - Current
- Owning end-to-end user journeys across onboarding and activation, resulting in a 40%+ improvement in funnel performance through behavioral nudges, UX enhancements, product interventions, and insight-led messaging.
- Drove a 3X increase in binge activation among Tata Play Fiber users by building personalized onboarding journeys and automated lifecycle workflows.
- Owning multi-channel CRM execution across push, SMS, WhatsApp, email, in-app, call center, and field force, ensuring consistent, personalized communication at scale
- Leading CRM experimentation and cohort-based optimization, delivering over 6X improvements in campaign metrics through structured A/B testing, segmentation, and campaign cadence refinement.
- Building and executing GTM strategies for new launches, pricing updates, and event/title-launch promotions, generating up to 5X activation spikes during campaign periods.
Assistant Manager | Retention
Gameskraft
12.2022 - 07.2024
- Owned end-to-end CRM for the Rummy vertical, designing lifecycle journeys from onboarding to engagement, and reactivation using CleverTap automation.
- Increased high-value player (HVP) retention to over 90% at Gameskraft by designing behavior-based segmentation and reward programs.
- Executed A/B testing for frequency and creative optimization, delivering sustained uplifts in engagement metrics.
- Collaborated closely with the Product and Design teams to align CRM communication with in-game user journeys.
Sr. Marketing Exec. | Retention
Junglee Games
04.2022 - 12.2022
- Executed retention campaigns from concept to realization across SMS, push notifications, in-app and product assets.
- Developed performance tracking dashboards with Google Suite tools for efficient metric monitoring.
- Led a team of four to achieve flawless promotional campaign execution. Established SOPs to improve team consistency and minimize manual errors.
Sr. Analyst | MarkOps & MarCom
Shopee India
09.2021 - 03.2022
- Managed end-to-end push notification operations, and optimized campaigns for regional marketing teams.
- Managed marketing operations-related customer cases, and ensured timely issue resolution.
Management Trainee | MarCom
Finolex Industries
05.2021 - 08.2021
- Executed digital marketing campaigns, and streamlined internal approval workflows.
- Led a website revamp initiative to improve search rating, usability, and brand presentation.
MarCom Exec.
AllEvents
02.2017 - 07.2019
- Drove CRM initiatives and campaign automation to enhance marketing effectiveness.
- Scaled web notification subscriber base to 700K, increasing landing page conversion rates by 70%.
- Optimized landing pages through structured A/B testing, significantly boosting user engagement.
Education
MBA - Communications Management
FLAME University
Pune01.2021
B.Tech - Electronics & Telecommunications
KIIT University
Bhubaneswar01.2017
Skills
- Analytics & Measurement: Mixpanel, Google Analytics (GA), Tableau, Excel
- CRM & MAPs: CleverTap, MoEngage, and Appsflyer
- Experimentation & Optimization: A/B testing, cohort analysis, funnel analysis
- Campaign Execution Channels: Push notifications, SMS, WhatsApp, email, and in-app messaging
- Data & Reporting: Dashboard creation, performance tracking, campaign analytics
Core Competencies
- Product Marketing & Go-To-Market Strategy
- Subscriber Lifecycle Management
- CRM Strategy & Multi-Channel Campaign Execution
- Growth Strategy & Funnel Optimization
- User Insights, Segmentation & Behavioral Analytics
- A/B Testing, Experimentation & Conversion Optimization
- Cross-Functional Collaboration & Stakeholder Management
- Partnerships & Offer Monetization
- Data-Driven Decision-Making & Performance Tracking
- Communication Strategy, Positioning & Messaging
Accomplishments
Tata Play: Received 7 awards in 2025, including CEO of the Quarter, Debutant of the Quarter, Spot Awards, and Cross-Functional Award for exceptional ownership and growth impact.
Timeline
Manager | Subscriber Marketing
Tata Play
08.2024 - Current
Assistant Manager | Retention
Gameskraft
12.2022 - 07.2024
Sr. Marketing Exec. | Retention
Junglee Games
04.2022 - 12.2022
Sr. Analyst | MarkOps & MarCom
Shopee India
09.2021 - 03.2022
Management Trainee | MarCom
Finolex Industries
05.2021 - 08.2021
MarCom Exec.
AllEvents
02.2017 - 07.2019
MBA - Communications Management
FLAME University
B.Tech - Electronics & Telecommunications
KIIT University