MANROOP KAUR
Summary
Marketing professional with expertise in CRM and data-driven strategies. Proficient in Email, Whatsapp, SMS & In-App marketing, customer segmentation, retention campaigns, A/B testing, marketing tools & reactivation strategies. Currently driving growth at Licious for Online and Offline stores. With main focus on retention, revenue generation across various channels, digital for offline stores & app-led marketing initiatives. An avid traveler & lifelong learner, I draw inspiration from diverse cultures and continuous learning.
Overview
5
5
years of professional experience
Work History
Manager Growth Marketing
Licious
10.2024 - Current
- Conceptualized and implemented weekend properties and events on the platform to deliver incremental revenue of ₹40L monthly with an ROI of up to 3.
- Designed and implemented targeted reactivation campaigns, contributing ₹30L in incremental monthly revenue with an ROI of up to 3
- Scaled up pre-order feature with CRM Strategies and cohort targetting, adding incremental revenue of ₹3L monthly in smaller cities.
- Conceptualized and implemented strategies for different categories to get incremental new users & revenue.
- Designed CRM journeys and weekly properties to increase revenue for Offline Stores.
- Planned & executed launch strategies for Offline stores- Digital & CRM.
Assistant Manager - CRM
Licious
11.2022 - 10.2024
- Achieved baseline growth of 20% in weekly revenue by conceptualizing and implementing various event on the platform - All You Can Meat Buffet, Meat Fiesta, Rang De Licious, Daawat-e-Licious, Licious Carnival & more.
- Planned & executed reactivation campaigns adding incremental revenue of ₹25L per month.
- Optimised the campaign ROI up to 1.5 through multiple A/B tests for lapser reactivation.
- Achieved step jump of 48% absolute pp in repeat user monthly retention for adopters by driving adoption for the platform loyalty program
- Increased the renewal rate of Loyalty program by 3% with CRM journeys.
- Planned & executed CRM campaigns to increase the penetration of Mutton category in Kolkata as part of Sera Mutton Campaign. Resulting in a revenue increase for the category by ₹10L monthly.
- Increased the revenue for Chandigarh city by improving conversion by 1% with our pilot project of 60 min delivery.
CRM Specialist
Licious
01.2022 - 11.2022
- Reduced the retention media spends by 30% by better customer-cohort targetting and channel optimization.
- Implemented data-driven CRM marketing strategies and automation technologies, driving a 2% increase in revenue through targeted, personalized campaigns.
- Responsible for driving the marketing calendar across categories and channels, ensuring alignment of initiatives with revenue goals and customer engagement.
Audit and Assurance Assistant 2
Deloitte USI
09.2020 - 01.2022
- Worked in the Power, Utility and Renewables Industry, carrying out financial service audits & serving a Fortune 500 company, one of the pioneer client engagements in the firm.
- Prepared working papers, reports and supporting documentation for audit findings in accordance with GAAP and in accordance with FERC guidelines to meet rigorous standards
- Recognized potential audit issues and misstatements from analysis of financial statements.
Education
Bachelor of Commerce ( Honours) -
Sri Guru Gobind Singh College of Commerce, University of Delhi
08-2020
AISSCE (Commerce) -
The Senior Study 2
01.2017
Skills
- CRM Channel Marketing
- Strategic Planning
- A/B Testing
- Reactivation Strategies
- On-app Marketing Events
- Budget Management
- Digital Marketing
- MS Office
- Data Analysis
- Vendor Management
- Team Management
- Project Management
- Partnerships
- Accounting & Audit
Certifications
- Marketing Management, IIM Bangalore x Government of India (SWAYAM)
- Customer Retention Marketing, LinkedIn Learning
- Digital Marketing Foundations, LinkedIn Learning
- Tally. ERP 9, National Institute of Information Technology
Awards
- Recognized as a High Flyer- achieved the highest utilization on the engagement for the fourth quarter of FY'21.
- Received a Spot Award in recognition of my efforts and contribution to the client for the Audit busy season FY'21.
- Received First Prize in PowerPoint Presentation on Social Entrepreneurship at Inter School Commerce Festival held at Delhi Public School, Amritsar.
Timeline
Manager Growth Marketing
Licious
10.2024 - Current
Assistant Manager - CRM
Licious
11.2022 - 10.2024
CRM Specialist
Licious
01.2022 - 11.2022
Audit and Assurance Assistant 2
Deloitte USI
09.2020 - 01.2022
Bachelor of Commerce ( Honours) -
Sri Guru Gobind Singh College of Commerce, University of Delhi
AISSCE (Commerce) -
The Senior Study 2
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