Shalini Mathpal
Haldwani
Summary
CRM & Email Marketing Specialist with 6+ years of experience in BFSI and E-commerce, managing large-scale SMS & email campaigns, customer segmentation, and funnel optimization.Hands-on experience with Netcore, MoEngage, Route Mobile, and campaign analytics. Proven ability to improve engagement metrics and ensure DLT compliance.Currently restarting career post-maternity break and actively seeking remote roles in CRM operations, email marketing, and customer lifecycle management.
Overview
9
9
years of professional experience
Work History
Senior Analyst - CRM & Digital Marketing
Paisabazaar
Gurgaon
08.2019 - 12.2022
- Supported revenue-generating campaigns through CRM execution and targeting
- Managed end-to-end campaign lifecycle (setup, testing, execution, reporting)
- Implemented DLT registration & sender ID compliance across campaigns
- Tracked funnel metrics (Delivery, CTR, Leads) to improve performance
- Coordinated with marketing & tech teams for campaign execution
Senior Analyst CRM- Email Marketing
ShopClues
Gurgaon
01.2017 - 08.2019
- Executed bulk email campaigns with segmentation & targeting
- Performed A/B testing for subject lines and content
- Monitored campaign performance (open rate, CTR, conversions)
- Supported CRM reporting and engagement optimization
Senior Analyst- Customer Support
ShopClues
Gurgaon
10.2015 - 01.2017
- Handled 150+ daily customer queries via Zendesk
- Maintained SLA and customer satisfaction
- Coordinated with internal teams for issue resolution
Senior Associate - Health Insurance
Policybazaar
Gurgaon
01.2014 - 10.2015
- Follow up payment & renewal of health insurance
Education
Master of Business Administration -
DMS Bhimtal
Nainital, India07-2013
Bachelor of Commerce -
MBPG College
Haldwani, IndiaKEY ACHIEVEMENTS
- Led CRM campaign execution for Insurance vertical at Paisabazaar during COVID, supporting the company’s most profitable segment while other verticals faced losses
- Achieved ~10–12% email open rates through targeted segmentation and campaign optimization
- Delivered ~3–8% CTR in SMS campaigns, improving customer engagement and lead generation
- Executed large-scale CRM campaigns and optimized full funnel performance (Delivery, CTR, Leads)
SKILLS
- CRM Campaign Management (Email & SMS)
- Email Marketing & Automation
- Funnel Tracking & Analytics (CTR, Delivery, Leads)
- Lead Segmentation & Nurturing
- Campaign QA & Testing
- DLT Registration & Sender ID Management
TOOLS & PLATFORMS
MoEngage, Netcore, Route Mobile, Adobe Campaign, Zendesk
CERTIFICATIONS
Facebook Advanced Marketing Certification Facebook Advanced Marketing Certification Digital Marketing Certified Hubspot Academy - Jun 2025
Languages
- Hindi (Native)
- English (Fluent)
Timeline
Senior Analyst - CRM & Digital Marketing
Paisabazaar
08.2019 - 12.2022
Senior Analyst CRM- Email Marketing
ShopClues
01.2017 - 08.2019
Senior Analyst- Customer Support
ShopClues
10.2015 - 01.2017
Senior Associate - Health Insurance
Policybazaar
01.2014 - 10.2015
Master of Business Administration -
DMS Bhimtal
Bachelor of Commerce -
MBPG College