Maitri Shah

Deputy Manager - Communications

Play Games24x7

03.2019 - Current

Improve Player Retention & Engagement (New & Old Users)
Collaborated with Marketing Managers & Designers to develop key campaign messages & improve quality of the creatives. Strategize to improve liquidity during festive & non-festive seasons. E.g. - Christmas & New Years - Introduced ‘The Rummy Carnival’. The activity boosted participation in low-value users; creatives CTRs were 14.27% (Avg CTRs: 8%)
Improve New Player Journey (Product Copywriting)
Coordinated with Product Managers & Designers to brainstorm & present solutions to create the best user journey, write narratives. Handhold the registered users in their journey. Funnel out confident & beginners with separate journeys with- ‘Beginners Table’. 10% bump in New Users LTV. ‘Upskill New Users’ by giving them tips & nudges in game-playing journey.
Improve Leads to Paid
Innovated 'Add Cash' activity with 'Real Cash Scoreboard' to create FOMO for Practice users and 'Rummy Certificate' to build winner confidence, boosting LTPs by 2.5% and 4%.
Cross-functional Collaboration
Developed plans, conducted brainstorming sessions and aligned team members.
Brand & Design - Campaign with Hrithik Roshan - Raho Ek Kadam Aage, Business-led Campaign - WIN SUV CAR DAILY!
Legal & Finance - Announce the TDS & GST changes on the app while keeping it factually correct and abide by the legal language
Customer Support - Prepare email, SMS & Play Store response templates.
Communication Initiatives
Advocated contextual communication for better engagement with 'Salary Specials' and 'Ladies Rummy Night.' Introduced 'Brand Guidelines' for consistent design and communication
Team Management
Spearheaded and trained 2 freshers, facilitating their integration and effective contribution. Encouraged team innovation and ownership of critical projects. Launched 'Counter Login & Drop' gift card idea, achieving a 28% CTR and reducing immediate logouts. Increased Telegram subscribers from 400 to ~43,000 in 4 months with engaging content.