Sanjana Bhatnagar

Key Responsibilities:

• Built multi-module app architecture (Wallet, Dues, Rewards, Family) with integrated customer engagement & rewards marketing.
• Defined user lifecycle event mapping for growth marketing campaigns with MoEngage, paid ads, and CRM.
• Drove performance marketing efficiency tracking and A/B tested campaigns across acquisition channels.
• Partnered with Billdesk, Card91, Rupay for ecosystem-led growth.

Key Wins:

• Achieved 50K installs in first month of launch.
• Improved new user funnel by 400% MoM through digital campaigns & UI/UX optimizations.
• Delivered MVP in 6 months with high retention-driving hooks.

Key Responsibilities:

• Owned end-to-end P&L with focus on digital acquisition, retention, and lifecycle marketing campaigns.
• Designed and optimized performance marketing campaigns to maximize ROI on customer spends.
• Collaborated with product & design to improve journey drops, complaints, and user conversion rates.
• Spearheaded risk & fraud mitigation strategies to secure marketing funnels.

Key Wins:

• 118% KPI achievement, recognized as Top Performer FY22-23.
• Improved marketing-driven efficiency via parsing-based reminder campaigns → 1.8X GMV growth.
• Increased funnel efficiency via cohort-driven targeting → 1.7X EBITDA margin lift.
• Launched cross-sell and retention campaigns, driving 6X improvement in fraud-to-sales ratio.

Key Responsibilities:

• Led digital growth campaigns across UPI, Billpay, and PayZapp wallet.
• Designed marketing strategies for acquisition, retention, and cross-sell.
• Managed budget planning, customer lifecycle, and campaign analytics.

Key Wins:

• 2X growth in spends across Electricity, Gas, Broadband, Insurance categories through category campaigns.
• Launched PayZapp Sale with 3X growth in spends & 2X activations.
• Delivered 131% YoY revenue growth by tapping new audience segments.

Key Responsibilities:

• Conducted trend analysis, predictive modeling, and marketing segmentation for targeted campaigns.
• Applied ML models (XGBoost, Logistic Regression) to optimize campaign targeting.

Key Wins:

• 2X incremental spends via competitive analysis vs other wallets.
• Built wallet share campaigns → 125% growth in acquisition.
• Awarded Silver Star Award for strategic analysis driving UPI adoption.