Anjan Mahapatra

Roles & Responsibilities

• Product Marketing for Pay (UPI & Debit Cards) & all Lending products on the Fi App including Unsecured loans and Loans Against Mutual Funds
• Leading & executing end-to-end GTM of new product launches with a focus on In-app and off-app marketing channels as well as all customer-facing communications
• Liaising with the Product team, User Insights team & Design team to implement design & content fixes on on feature pages to ensure Customer comprehension & reduce churn
• Liaising with the business team and ensuring revenue targets are met with multiple marketing interventions
• Devising & executing growth & retention strategies through various incentivized and non-incentivized constructs for various customer cohorts
• Devising & executing end-to-end CRM and user journeys for all cohorts of users for Lending & Pay features on the Fi App

Achievements

105% Achievement of Debit Card GMV for JFM & AMJ quarters through multiple interventions

• Managed the end-to-end repositioning of Debit Cards as a 0-forex travel card with paid influencer campaigns and overhaul of product page & CRM communications. Worked on competitive benchmarking and built the repositioning narrative for a 60Lakh Influencer campaign on YouTube & Instagram with 150K views
• Achieved 95% International GMV targets by user profiling of international customers and potential customers and running periodic & geo-fencing MoEngage campaigns
• Achieved 110% GMV targets on Domestic GMV through multiple Activation and GMV driving offers, as well as segmented Comms
• Increased Debit Card Ordering from 4% to 6% of Fi customer base by setting up the end-to-end User Journey for Card Ordering on MoEngage
• Devised MECE cohorts of Transaction Active and App Active customers of the entire user base and enabled customer segments for targeting

30% uplift in conversions for Loan disbursals through growth interventions

• Set up end-to-end funnel drop-off journeys for loan users with relevant drop-off comms at each funnel stage
• Targeted high loan propensity app active users across CRM touchpoints and increased on-app visibility
• Targeted high loan propensity app inactive users with incentivized reactivation campaigns

Setting up 3 WhatsApp channels for multiple Fi Features including Fi Reminders

• Led the end-to-end integration of WhatsApp channel to the Fi customer base and on MoEngage to launch 3 separate Fi handles for all Transactional and promotional notifications as well devise handle-wise guidelines
• Enabled Open CTR of 10% for Promotional constructs on WhatsApp and CTR of 34% on Fi Reminders & Transaction Alerts
• Decreased in In-Active base by 150bps through periodic Offer Reminder campaigns on WhatsApp

Building brand language and social media presence of Flipkart Plus & SuperCoins

Roles & Responsibilities

• On & Off-Platform Marketing (20 Cr AOP) , Growth & Branding for Flipkart's Loyalty program - Flipkart Plus and the Digital currency – SuperCoins.
• Liaise with Product team to roll out interventions to ensure Customer comprehension & reduced churn on the SuperCoins & Plus page
• Drive Marketing interventions of externalization of SuperCoins on partner brands – PhonePe, ClearTrip & Myntra
• Drive Coin Comprehension through Creative & Copy Interventions on Flipkart
• Drive Customer Research by generating insights from FGDs, Customer voice calling & In-App surveys to find gaps in Plus program & SuperCoins awareness and benefit comprehension
• Devise Growth strategy of Plus & SuperCoins customers with focus on acquisition & retention of customers
• Manage a 6-member Growth & Design team for all Merchendise, Creatives & Comms for Flipkart's Loyalty program
• Optimize for traffic & CTRs of CRM channels/ On-platform pages for Plus & SuperCoins & focus on decreasing Bounce rate on the Loyalty constructs
• Set up and scale paid off-platform marketing channels for SuperCoins

Achievements

Setting up WhatsApp as a channel for SuperCoins

• End-to-end integration of WhatsApp channel to the SuperCoins customer base and launched a separate SuperCoins handle for all Coin Credit, Coin Expiry & Promotional notifications.
• Open rate of 45% & Click rate of 18% for Loyalty constructs on WhatsApp (BAU Push Notifications – 2-3%)
• Decrease in Non-Redeemers base by 2% and ensured 0.2Mn of traffic increase from WhatsApp
• Built up the brand language of SuperCoins as a distinct future-first brand, based on Customer Research
• Launched the Social Media handle of SuperCoins on Instagram and Facebook
• Running paid Ads on Facebook & Instagram for TGs representative of SuperCoins
• Led creatives and construct design of quarterly SuperCoins festival that ensured 2Mn daily traffic everyday for 3 days in March & May (BAU Traffic – 1.2Mn)
• Instrumental in reducing Bounce rate by 200 Bps in 3-month period by designing new construct on Plus Zone based on Customer KYC FGDs

Roles & Responsibilities

• Manage a P&L for a 300Cr portfolio of Private Brands - MarQ & Sansui, Motorola and Nokia in the Air Conditioners Portfolio
• Managed P&L of 10Cr of Private Brands Microwaves & OTG , Launched & managed a 10Cr portfolio of Audio and Streaming devices
• Manage end-to-end Brand Merchandizing for Private Brands portfolio of Air Conditioners on Flipkart
• Built the Customer Value Proposition of every product in the vertical and manage listing and cataloguing of the product.
• Responsible for all customer communications in the portfolio including Merch creatives, Product Catalogs, Product videos, Promotional content & social media posts.
• Responsible for identifying selection gaps and ensuring apt products are launched to cater to customer needs.
• Responsible for New Products Development, Brand Positioning & Laddering for current & upcoming Flipkart Private Brands in ACs, IOT & Wearables
• Involved in end-to-end brand management of product portfolio including driving teams in Sourcing, Quality & Business Finance as well as Brand merchandising and Brand marketing responsibilities for all verticals in the portfolio.

Achievements

• Launched 8 product line of Air Conditioners including Window AC/Inverter AC/Smart AC in Jan-Dec2019-2020
• Launched 24 FSNs across ACs, Microwaves, Air Purifiers, OTG, AC, Media Stick, TWS Earbuds from Jan- Dec 2019 period with an average rating of 4.2 across all verticals
• Achieved a GMV of over 250 Crore INR in the 2019-2020 CY in Flipkart Private Label Brands in the Air Conditioner Portfolio under the MarQ & Sansui brands
• Launched the EZ SmartHome app on PlayStore by Coordinating with IoT solutions provider Tuya to develop the smart AC range from scratch, including process of feature identification, feature integration, and agreement closure.
• Launched MarQ Air Purifiers in 2019 November with a 100% sellout at 4.3-star rating
• Re-aligned supply of Microwaves from China to Thailand to improve CM% from -25% in Jan'19 to -7% by BBD.

• Branding partner for all campus programs of Flipkart. Founding member of Flipkart's campus case study competition - Flipkart Wired
• Drive the end-to-end implementation of the Flipkart Employee Value Proposition from demographic targeting, setting up and conducting FGDs, rolling out employer brand surveys internally and externally, conducting EVP validation workshops to defining the creative expression of the Flipkart EVP on all external and internal platforms.
• Managed content for the Flipkart LinkedIn handle and all the social media handles of Life@Flipkart on Facebook, Instagram, and Twitter.
• Conceptualize and drive targeted hiring campaigns on LinkedIn for hard-to-fill roles and targeted audiences.

• Generated an Employee Risk score on the basis of the Logistic Regression Model and categorised the employees as "Risk" and "No Risk". Identified significant predictors of attrition using Logistic Regression technique .The model was built for grade 8- 14 and predicted attrition probability with an accuracy of 65%