Ayan Maiti

1. Product Positioning and Messaging:

• Define the value proposition of ad products (e.g., keyword ads, display ads, video ads), which improved the ad product adoption rate by 5% and increased the total number of sellers running ad campaigns by approximately 500 per month.
• Tailored messaging for different segments results in an improvement of average ad spend per user by approximately 3%.
• Craft high-quality first drafts or briefs for creative partners (copywriters, designers, video teams) across multiple formats (social posts, pitch decks, brochures, videos, emails, WA templates) — ensuring alignment with product messaging and brand tone, improving CTR by 25% for different marketing channels.

2. Go-to-Market (GTM) Strategy:

• Own the GTM plan for new ad product launches and feature rollouts.
• Organizing webinars and overseeing social media campaigns to collaborate on thought leadership content and distribution for specific channels during product and feature launches. It improved the webinar attendance rate (40-50%) of registrants attending live sessions. 10-15% of attendees are going to use the new product within 30 days of the webinar.
• Plan launch communications, training content, demo decks, and FAQs, leading to a 10-15% increase in the number of successfully launched campaigns among new adopters.
• Led GTM for new ad tools, including KW Planner and Glam Up Fest, ANPL (Activate Now, Pay Later), and Keyword Targeting, driving 30% MoM adoption among Tier 1 and Tier 2 sellers.
• Numbers impacted:

a. Reduce launch-related customer support tickets by 20% to 30%.

b. Reduce the time it takes for a new user to set up their first campaign by 50%

3. Customer Education and Adoption:

Drive awareness and understanding of ad products via:

• Seller webinars (Webinar engagement has increased by approximately 20% month over month).
• Training videos.
• Knowledge hub articles.
• Leveraging various channels for educational nudges and announcements drives key actions- (Email/SMS, Push, WhatsApp, In-app, and RCS campaigns) a 5-7% decrease in advertiser churn.
• Create self-serve adoption playbooks to drive product usage, a 15-25% increase in the number of first-time users successfully launching a campaign without needing support.

4. Insights and Feedback Loop:

• Gather and synthesize user feedback from sales teams, seller partners, and support teams.
• Track adoption metrics, drop-offs, and campaign performance to suggest improvements.
• Increased seller free ad credit offer opt-in from 15% to 65%.
• Share insights with product and UX teams to refine the product roadmap.
• Prepare regular reports on CRM performance, customer trends, and campaign results.
• Define and track key performance indicators (KPIs) for CRM activities.
• Use metrics to evaluate the success of CRM initiatives and make data-driven decisions.

5. Cross-Team Collaboration:

Align with

• Category teams should co-create campaigns for high-impact events (like Big Billion Days, Glam Up Fest, or Goat Sale).
• Data teams for custom reports on ad performance.
• Coordinate timelines, assets, and deliverables across internal teams (prod, growth, design) and external partners to drive the execution of marketing projects and campaigns.
• Legal/compliance for messaging reviews.

6. Market and Competitive Research:

• Conduct research to understand customer segments, industry trends, and competitor moves.
• Conducted competitive analysis and market research to improve messaging and product-market fit.
• Summarize insights into actionable intelligence that informs positioning, messaging, and sales enablement.

7. Budget Management:

• Develop and manage the product marketing budget, ensuring efficient allocation of resources to achieve marketing objectives.
• Provide an accurate forecast of campaign performance and ROI, and proactively identify opportunities to optimize spending.

1. Campaign Management:

Plan, execute, and monitor CRM campaigns, including email marketing, loyalty programs, and promotional offers.

2. Customer Retention Strategies:

Develop and implement strategies to improve customer retention and loyalty programs, like:

• Churn Prediction Model
• LTV model build.
• RFM segment build.

3. Customer Journey Mapping:

Map out the customer journey to understand and improve each touchpoint in the customer lifecycle via Flow implementation in trigger communications.

4. Cross-Functional Coordination:

Collaborate with sales, marketing, and customer service teams to ensure a cohesive approach to customer relationship management.

5. Project Management:

Few of the projects I have initiated over the period:

• Stackable notifications implementation increased DAU by approximately 5% and conversion by approximately 3%.
• A recommendation segment and algorithm were introduced for the homepage, which improved conversion by 2.5%.
• Flash Sale: Lowest price of the day introduced which increased DAU by 8% yet the Booking uplift is only of 2%.
• Loyalty Program- OYO Wizard introduced which improve the retention by 4%
• Implement dynamic landing links for all promotional campaigns, which reduce sold-out items on the landing page from 16% to less than 2%, leading to a CRM conversion improvement of 15%.
• Implement personalized coupons for the CRM abandoned cart flow, which improved DAU by 8% and bookings by 10%
• Introduced different custom templates for promotional notifications which improved CTR of ~10%