Disha Kashyap
Growth Strategy Lead
Gurugram,HR
Summary
Growth Strategy Manager with a proven record of driving measurable impact across acquisition, retention, and conversion. Delivered 28% uplift in conversion rates through abandoned cart/browse recovery, 35% boost in customer retention via lifecycle marketing, and 40% growth in new customer acquisition through referral and loyalty programs. Skilled in data-driven experimentation, funnel optimization, and cross-functional collaboration to accelerate sustainable business growth.
Overview
11
11
years of professional experience
Work History
Senior Business Consultant (Promoted)
Ernst & Young (EY)
10.2022 - Current
- Owned marketing strategy and funnel optimization across acquisition and retention to drive growth, conversion, and revenue.
- Built marketing automation workflows; saved 250+ hours and improved engagement by 35%+ through segmentation and lifecycle triggers.
- Led the first Digital Experience Optimization (DXO) team; delivered 50+ UX/UI, CRO, and product-led initiatives.
- Used qualitative and quantitative research to prioritize journey fixes; delivered 45%+ conversion lift across LoBs.
- Set experimentation strategy and measurement; delivered 97% uplift in primary and secondary KPIs through structured testing.
- Managed a $500K budget to accelerate lead generation and conversion; supported a $16M revenue target.
- Delivered 4.5x ROI growth programs; increased leads by 15% and retention by 21%.
- Built email strategy (audience, content, cadence); achieved a 63% open rate and 25% CTR.
- Translated insights into product requirements and user stories; partnered with Engineering to ship improvements.
- Led optimization of abandoned cart and browse recovery campaigns, driving personalized re‑engagement strategies that achieved a 28% uplift in conversion rate and significantly reduced drop‑offs across the purchase funnel.
- Implemented data-driven segmentation and lifecycle marketing, boosting repeat purchase rate by 22% and expanding CLV across core customer cohorts."
- Partnered with product and analytics teams to optimize funnel conversion, reducing drop-off at checkout by 18% and accelerating time-to-purchase.
- Introduced predictive modeling for churn prevention, increasing customer reactivation by 25% through targeted win-back campaigns.
Consultant
Ernst & Young (EY)
10.2020 - 01.2022
- Executed 150+ multi-channel digital marketing campaigns (email, SMS, web, social, push), boosting customer engagement by 25% and integrating seamlessly with enterprise MarTech platforms.
- Built and optimized omnichannel marketing automation using Salesforce Marketing Cloud and CDPs, improving customer journeys and driving a 30% increase in campaign conversions.
- Led digital transformation initiatives by deploying scalable CRM and automation solutions, reducing manual effort by 40% and accelerating marketing maturity.
- Partnered with global stakeholders and client leadership to design revenue-focused marketing strategies, directly contributing to $10M+ in incremental sales.
- Leveraged Adobe Analytics and Power BI for advanced campaign performance monitoring, enhancing ROI tracking accuracy by 35% and enabling data-driven decision-making.
- Acted as client servicing lead, translating requirements into actionable MarTech solutions, ensuring alignment, campaign governance, and measurable business outcomes.
Salesforce Marketing Cloud Campaign Developer
Tata Consultancy Services (Project: PWC-US)
02.2020 - 10.2020
- Led execution of over 40 webcast campaigns using Salesforce Marketing Cloud, integrating Journey Builder, Automation Studio, Audience Builder, Data Extensions, and Content Builder to automate personalized customer journeys and enhance engagement rates by 35%.
- Managed Salesforce Sales Cloud operations including importing campaign members, data cleansing, and campaign reporting, driving a 30% improvement in data accuracy and 25% increase in actionable insights for campaign optimization and decision-making.
- Managed end-to-end execution of automated customer engagement campaigns using Salesforce Marketing Cloud, improving campaign delivery efficiency and customer lifecycle communication.
- Collaborated with cross-functional stakeholders including marketing, operations, and business teams to streamline campaign workflows and optimize execution processes.
- Supported digital transformation initiatives by automating manual marketing operations and standardizing campaign execution frameworks.
- Executed audience segmentation and personalization strategies to improve targeting accuracy, campaign relevance, and conversion performance.
- Developed scalable campaign operations processes that reduced execution turnaround time and improved delivery accuracy across multiple campaigns.
- Partnered with client stakeholders to gather business requirements, troubleshoot campaign issues, and implement process enhancements for operational efficiency.
- Leveraged campaign analytics and reporting to monitor engagement trends, identify optimization opportunities, and support data-driven decision making.
- Improved campaign governance and quality assurance processes through structured validation, testing, and compliance checks.
- Contributed to customer lifecycle optimization initiatives by enhancing automated communication journeys across webinar and event campaigns.
- Enabled operational scalability by implementing reusable templates, automated workflows, and standardized campaign processes within Salesforce Marketing Cloud.
- Coordinated with global teams to ensure seamless execution of high-volume campaigns while maintaining SLA adherence and delivery quality.
- Supported CRM data management, cleansing, and audience operations to improve reporting accuracy and customer segmentation effectiveness.
- Worked in agile project environments, managing multiple concurrent campaigns and stakeholder requirements within tight timelines.
Assistant Manager - Merchandising & E-commerce
Manipal Group (Primacy Industries Ltd)
09.2019 - 02.2020
- Managed accurate product listings and catalog updates for US brands using the Salsify platform, improving product visibility by 20% and increasing online sales by 15% through efficient content synchronization across e-commerce sites.
- Managed content and promotional campaigns for US e-commerce platforms, refining product positioning and marketing strategy to achieve a 25% uplift in site interactions and a 30% increase in purchase conversions. Managed end-to-end e-commerce operations and digital merchandising initiatives for US-based brands, improving product discoverability, customer engagement, and online conversion performance.
- Collaborated with marketing, content, and product stakeholders to operationalize promotional campaigns and optimize digital customer experiences across e-commerce platforms.
- Led digital catalog transformation initiatives through Salsify platform management, improving content accuracy, synchronization efficiency, and speed-to-market for product launches.
- Supported conversion rate optimization (CRO) efforts by improving product page content, merchandising strategy, and customer navigation journeys across online storefronts.
- Executed data-driven merchandising and promotional strategies that improved customer acquisition, engagement metrics, and purchase conversion rates.
- Streamlined product onboarding and content management workflows, reducing operational inefficiencies and improving campaign execution timelines.
- Worked closely with cross-functional teams to enhance customer experience through optimized digital storefront layouts, campaign visibility, and personalized merchandising strategies.
- Leveraged analytics and performance insights to identify customer behavior trends and implement improvements in product positioning and campaign effectiveness.
- Contributed to digital transformation initiatives by modernizing content operations and enabling scalable e-commerce processes across multiple product categories.
- Managed promotional calendars and coordinated campaign execution to align with seasonal launches, business priorities, and customer engagement objectives.
- Improved operational efficiency by standardizing merchandising workflows, content governance processes, and campaign execution mechanisms.
- Conducted competitive benchmarking and market trend analysis to support category growth strategies and improve digital merchandising effectiveness.
- Partnered with internal and external stakeholders to ensure timely execution of high-priority business initiatives and e-commerce launches.
- Supported customer lifecycle engagement initiatives through targeted digital promotions and optimized online shopping experiences.
Deputy Manager - Merchandising
Maxhypermarket Pvt. Ltd. (Spar India - Landmark Group)
02.2018 - 08.2019
- Streamlined end-to-end merchandising strategy for platforms (website, Amazon Now, Digital Kiosk, DUNZO), driving accelerated user experience through optimized homepage widgets, navigation menus, and category storefronts; improved promotional campaign visibility by 25%, boosting category sales and new product launches by 18%.
- Led cross-functional collaboration with category teams, marketing, and design to execute seamless product and promotional launches while ensuring site hygiene, legal compliance, and competitive benchmarking; simplified campaign effectiveness through rigorous MIS reporting and performance analysis, achieving a 15% increase in campaign ROI and reducing feature deployment errors by 30% through manual testing.
- Led digital merchandising and e-commerce optimization initiatives across multiple online platforms including website, Amazon Now, Digital Kiosk, and DUNZO to improve customer experience and business performance.
- Collaborated with category, marketing, design, and operations teams to execute GTM campaigns, promotional launches, and customer engagement initiatives across digital channels.
- Optimized customer navigation journeys, homepage experiences, and category storefronts to improve discoverability, engagement, and conversion rates.
- Supported conversion rate optimization (CRO) initiatives through continuous analysis of customer behavior, campaign performance, and digital merchandising effectiveness.
- Managed end-to-end execution of promotional campaigns and seasonal launches, ensuring timely delivery, operational alignment, and business impact.
- Streamlined campaign execution and merchandising workflows to improve operational efficiency, reduce deployment errors, and accelerate go-live timelines.
- Leveraged data analytics and MIS reporting to generate actionable business insights, track campaign effectiveness, and support strategic decision-making.
- Drove cross-functional coordination to improve communication, stakeholder alignment, and execution efficiency across merchandising and marketing operations.
Assistant Merchandising Manager (Central)
Moglix.com
08.2017 - 01.2018
- Revamped merchandising and campaign strategy across platforms, managing calendars, promotions, and email marketing; pioneered category visibility and engagement to deliver a 20% lift in promotion exposure, 22% higher email CTR, and 18% GMV growth.
Associate - KAM & Merchandising
PAYTM ECOMMERCE PVT LTD
12.2014 - 08.2017
- Monitored and authored category performance daily and hourly, ensuring sales and margin targets were met; contributed to a 20% growth in category revenue and directed margin adherence by 12% through timely merchandising and marketing execution.
- Planned and executed high-impact online promotional campaigns (Big Day Sale, Cyber Monday, Black Friday) based on market research and competitive analysis; defined campaign conversion rates by 18% and improved customer engagement metrics through targeted promotions and rigorous campaign analysis.
Education
MBA - Marketing
Amity University
NoidaB.Tech - Electronics & Communication
M.P.E.C
KanpurSkills
Proficient in Salesforce Marketing Cloud campaigns
AI-enabled operations
Growth Operations
Funnel Optimization
Campaign Strategy, Execution & Optimization
Strategic program execution
Data-driven campaign tracking
CRM Implementation, Integration & Data Management
Risk Mitigation
Marketing ROI Optimization & A/B Testing
Digital Transformation & Process Automation Initiatives
Business analysis
Data-driven insights
Change management strategies
Planning and execution
Customer service management
Quick data visualization
Timeline
Senior Business Consultant (Promoted)
Ernst & Young (EY)
10.2022 - Current
Consultant
Ernst & Young (EY)
10.2020 - 01.2022
Salesforce Marketing Cloud Campaign Developer
Tata Consultancy Services (Project: PWC-US)
02.2020 - 10.2020
Assistant Manager - Merchandising & E-commerce
Manipal Group (Primacy Industries Ltd)
09.2019 - 02.2020
Deputy Manager - Merchandising
Maxhypermarket Pvt. Ltd. (Spar India - Landmark Group)
02.2018 - 08.2019
Assistant Merchandising Manager (Central)
Moglix.com
08.2017 - 01.2018
Associate - KAM & Merchandising
PAYTM ECOMMERCE PVT LTD
12.2014 - 08.2017
B.Tech - Electronics & Communication
M.P.E.C
MBA - Marketing
Amity University
Industries
- Accounting & Financial Services
- Healthcare
- Sports
- Industrial Goods
Geography
- US
- UK
- India