Heena Attri
Mumbai
Summary
Growth and Retention Marketing Manager with 6+ years of experience in driving customer engagement, retention, and revenue growth across mobile apps and websites. Adept at leveraging marketing automation, user behavior analytics, and multichannel campaign strategies to enhance customer lifecycle value. Proven track record of optimizing CRM, Data Cloud and MarTech integrations, improving channel performances, and executing data-driven retention strategies.
Overview
6
6
years of professional experience
1
1
Certification
Work History
Deputy General Manager - Marketing Automation
Lodha Group
10.2023 - Current
- Spearheaded the implementation and optimization of marketing automation strategies using WebEngage, driving data-driven engagement and enhancing lead nurturing funnel.
- Launched various Web Push, Web In-Line, Email & WhatsApp campaigns. Improved the email open rate from 7.5% to 18% and WhatsApp click rate from 4% to 16%
- Launched various automated journeys across pre-sales and post-sales lifecycle to enhance brand recall and engagement.
- Played a pivotal role in integrating WebEngage with the website, meticulously designing and implementing data models to ensure seamless functionality and accurate tracking of user interactions.
- Worked on reporting and analytics platforms like Google Analytics.
- Worked closely with tech and product teams to manage data requirements and enhance product capabilities. Pioneered industry-first innovations and developed advanced tracking mechanisms to provide deeper user behavior insights, ultimately driving data-informed decisions that improved conversions.
- Worked closely with the creative team to develop persuasive content that resonates with luxury positioning.
- Led the strategic implementation of Salesforce Data Cloud project to have a 360 degree user view : a) Conceptualised and built data pipelines from WebEngage to Salesforce, successfully ingesting 4.5 million records while resolving inconsistencies in data formats and synchronisation challenges. b) Defined and mapped 50+ key customer events, enriching marketing insights and enabling advanced personalization. c) Developed segment transfer architecture, enabling real-time audience activation from Data Cloud to WebEngage.
Assistant Manager-Customer Engagement & Retention
Hindustan Petroleum Corporation Limited, HPCL
01.2020 - 09.2023
- Developed and implemented automated campaigns to increase user engagement and retention. Achieved 30% increase in monthly active users.
- Managed the marketing automation platform (MoEngage) and orchestrated various Email, SMS, Push Notifications, In-App notifications, and WhatsApp campaigns.
- Developed and executed retention strategies to increase customer loyalty and retention rates. Achieved 20% increase in customer retention in a year.
- Measured end-to-end funnel to understand gaps in customer acquisition journey and identified areas of improvement.
- Monitored Key Metrics such as CTR, CVR, CAC, open rate, churn rate etc. Achieved a 12% increase in CTR and 10% increase in CVR using intelligent segmentation and dynamic engagement strategy.
- Worked on RFM, LTV models, churn probability and advanced segmentation.
- Designed and deployed AI-powered NLP Chatbot for HPCL to automate customer interactions and improve service efficiency. Trained models and optimized bot workflows based on user behavior.
- Planned the monthly budget for campaigns to meet the target expectations & drive expected business from individual campaigns.
- Tracked and reported program effectiveness metrics to different stakeholders. Developed and presented business cases to all levels of the organization.
- Collaborated with multiple cross-functional teams within the organization, managing diverse efforts, leveraging the teams for synergies, and delivering great outcomes.
Marketing Officer
Hindustan Petroleum Corporation Limited, HPCL
12.2018 - 12.2019
- Looked after the digital transformation project management. Worked closely with cross-functional departments to evaluate different digital solutions. Conducted technical discussions with consultants to foster tailor made solutions.
- Monitored market trends, competitor activities, and customer preferences to adapt marketing strategies and stay ahead in the industry.
- Developed and executed customer experience initiatives to improve customer satisfaction and retention.
- Carried out risk assessments and evaluated the contingency for project proposals.
Education
Bachelor of Technology
National Institute of Technology (NIT) Jalandhar
07-2018
Skills
- Marketing Automation - MoEngage WebEngage CleverTap
- Email WhatsApp SMS RCS App Push In App Web Push Marketing
- Salesforce Marketing Cloud
- Web Analytics Google Analytics
- Audience Segmentation & Profiling
- App & Web Personalization
- Campaign Management & Optimization
- CRM Management
- Data Cloud Implementation
- AI-NLP Chabtbot Implementation (Jio Haptik Infobip)
- Product Management
- Stakeholder Management
Certification
• Digital Marketing & Analytics - By ISB Hyderabad
• Customer Engagement And Leadership Program (CELP) - By MoEngage
• Social Media Marketing - By CSI
• Executive Development Program in Project Management - By XLRI
Timeline
Deputy General Manager - Marketing Automation
Lodha Group
10.2023 - Current
Assistant Manager-Customer Engagement & Retention
Hindustan Petroleum Corporation Limited, HPCL
01.2020 - 09.2023
Marketing Officer
Hindustan Petroleum Corporation Limited, HPCL
12.2018 - 12.2019
Bachelor of Technology
National Institute of Technology (NIT) Jalandhar
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