Summary
Overview
Work History
Education
Skills
Timeline
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Ajay Raj

Bengaluru

Summary

Growth marketing leader with 7+ years of experience building performance marketing, analytics, and CLM functions from the ground up across gaming, mobility, and fintech. Currently General Manager of Growth Marketing at Capmint, a Bengaluru-based stockbroking app, where I was the first growth hire and built the entire GTM plan and marketing infrastructure from zero. Track record of scaling paid acquisition efficiently (CAC/ROAS-led), building attribution and reporting systems from scratch, and leading cross-functional teams to deliver full-funnel growth

Overview

7
7
years of professional experience

Work History

General Manager - Growth Marketing

CapMint
Bangalore
11.2025 - Current
  • First hire for the Growth Marketing function, reporting directly to the co-founder; built and now lead a team of two - a performance marketing specialist and a CLM specialist -owning growth strategy, creative direction, and channel-level decisioning.
  • Defined Capmint's market positioning & GTM strategy around trader self-insight rather than the "speed" claim every competitor in the category was making - building the narrative and creative around helping traders recognize and understand their own trading patterns.
  • Owned forecasting and planning for the growth funnel - translated top-down revenue targets into required acquisition and retention numbers, then built the registration-to-first-trade funnel model and channel-level spend allocation needed to hit them.
  • Architected campaigns to match a cold-start funnel with zero organic support - sequencing from install and top-of-funnel awareness through registration, and progressively deepening the optimization target to now run directly against first deposit, the ultimate down-funnel event.
  • Cracked creative strategy for Meta's Andromeda-driven creative vectoring in the absence of any first-party data or lookalike audiences as a new company - engineering hooks, formats, and product-introduction sequencing to let the algorithm find the right audience through creative signal rather than historical data.
  • Built the acquisition infrastructure from scratch - set up ad accounts, completed all platform compliance certifications required for a regulated financial services product, and architected the funnel event taxonomy across Firebase (Google) and AppsFlyer (Meta), deciding and implementing both SDK and backend events.
  • Built the company's first marketing data infrastructure - API-based ingestion of AppsFlyer, Google Ads, Meta, and Apple Search Ads spend data into an Amazon Redshift backend, attribution logic combining AppsFlyer and backend tables into a single user-level view, and channel-wise reporting dashboards on Streamlit, extended to instrument influencer marketing spend for a unified view across all channels.
  • Progressed the funnel from a ~₹1L/month cold start with zero organic traffic through install and registration campaigns, mid-funnel optimization, and now fully CAC-optimized bottom-of-funnel campaigns, currently running at ~₹6-7L/day and driving ~100 acquisitions/day entirely through paid channels. Scaled monthly paid spend ~4x (₹43L to ₹1.6Cr) while improving CAC ~42% (₹12K to ₹7K), proving efficiency gains alongside scale-up rather than at the cost of it.
  • Drove product-led funnel interventions beyond media buying - redesigned the purchase flow to prompt account funding at the moment of stock/F&O selection, and launched a Zero Brokerage countdown banner active through a user's first 30 days to drive early activation.
  • Built a CLM-driven onboarding journey addressing friction across a 9-step, KYC-heavy registration flow, lifting registration-to-e-sign conversion from 10% to 11% (+1pp). Identified F&O activation - optional but high-friction - as a hidden blocker to first-trade conversion, and introduced a post-onboarding reminder banner driving users back to complete it, lifting e-sign-to-first-trade conversion from 19% to 21% (+2pp).
  • Owned App Store Optimization (ASO) as part of full-funnel acquisition - ran structured experiments across creative assets, app name/description copy, and custom store listings to improve store-page conversion.

Senior Manager - Marketing

Gameskraft
Bangalore
04.2024 - 10.2025
  • Led a team of performance marketers, CLM specialists and marketing analysts to drive full-funnel growth for RummyTime, aligning acquisition, engagement, and retention strategies with business goals and delivering measurable improvements across CAC, LTV, and recovery metrics ($2.7M+ Quarterly budgets).
  • Scaled RummyTime by 25% with a 10% improvement in CAC by optimizing event strategies, implementing a theme-based ad set structure on Google Ads, and redesigning Facebook campaign layout to expand Lookalike audience coverage.
  • Improved M0 Gross Commission recovery for RummyTime from 35% to 45% by executing a channel-state-specific scaling strategy based on ROI, running ROAS-optimized campaigns across Paid channels and DSPs to capture high-value users, and implementing post-addcash happy flows and reactivation journeys to boost monetization.
  • Successfully implemented proposition-led marketing by leading the initiative across product, design, brand, tech, and data engineering; developed a standardized SOP and roadmap to ensure consistent proposition visibility across all user touchpoints, including creatives, journeys, and product surfaces.
  • Introduced a channel-specific creative strategy - replacing the one-size-fits-all approach with tailored creatives for each platform. Implemented a structured UAC strategy, prioritized a video-first (Influencer) approach on Facebook, and optimized video durations and hooks on DSPs to improve engagement and campaign efficiency.
  • Enhanced performance on DSPs through server-to-server (S2S) event optimization and unlocked 30% lower CAC for incremental growth through strategic partnership experiments with platforms like GPay and PhonePe.
  • Analytics projects - built attribution logic (apollo) for Rummy apps from scratch, wrote the SQL code for the same | Ideated & executed recovery (net & gross) logics across gameskraft brands with channel dimensioning to provide all stakeholders channel-wise ROI data.
  • CLM projects - 3% improvement in d30 R2ac through day-based special property introductions| 8% referral acquisitions improvement through introduction of referral happy flow journeys & milestone based journeys | ideated detailed & implemented detailed user journey for registered users till d180 till acquisition - improved r2ac across cohorts by 3-5%.

Manager - Marketing

Gameskraft
Bangalore
03.2022 - 03.2024
  • Google Ads - successfully scaled the channel for Rummyprime app, driving significant user acquisition growth while optimizing CAC | launched & scaled UAC campaigns from scratch - devised full funnel strategy for UAC & optimized these towards recovery metrics - achieved 25% improvement d30 recovery | Introduced a UAC-specific creative approach, enhancing campaign stability and boosting display performance.
  • Meta ads - scaled up from 0 to 1.5Cr monthly spends in a period of 3 months | Launched app-install campaigns for Rummyprime | 35% improvement in CAC through overall restructuring (geo, placement, creative, content, language & audience based) | Introduced a Meta-specific creative approach using micro-influencers in reel format, significantly improving CTRs and CTIs.
  • Programmatic channels - launched & scaled external channels like Moloco, Liftoff & Applovin | Constantly optimized it for CAC - through inventory, creative & geo level optimizations | ideated & initiated new experiments to optimize for ROI - through ROAS campaigns - resulting in 40% improved d7 ARPU.
  • Designed and implemented a robust marketing data infrastructure for RummyPrime & Playship - integrating end-to-end user funnels, marketing attribution, acquisition quality metrics, LTV tracking, and in-game economics to drive performance insights and decision-making.

Assistant Manager - Marketing

Zoomcar
Bangalore
06.2019 - 03.2022
  • Leadership Trainee - Marketing (Jun 2019-Mar 2020) >> Assistant Manager - Marketing (Apr 2020-Mar 2022)
  • Led Zoomcar's international expansion into Vietnam and Indonesia, driving market entry strategies, digital campaign execution, and user acquisition. Developed localized, multi-channel marketing across Google Ads, Meta, and programmatic platforms, optimizing for brand awareness and installs. Collaborated with cross-functional teams to align marketing with business objectives and ensure a seamless rollout.
  • Google Ads & Meta Ads Channel Owner | Google Ads - Delivered a 30% increase in ATV by experimenting with TROAS campaigns | Meta Ads - Achieved a 20% reduction in Cost Per Booking by implementing event-level optimizations and refining funnel strategies. Improved placement-specific performance through targeted adjustments.
  • Marketplace (Zoomcar Host) Growth - Active Contributor towards Scaling up Zoomcar Host from 0 to 500 Cars in 2.5 months | Scaling up & Optimising both internal & external channels for lead quality (CPL &CAC) - through regular Quality Analysis | Scaled Facebook Ads to achieve 120+ Conversions weekly| Ideation & Development of One-ViewDashboard (Tableau) for Business & Marketing Metrics. Referral Growth (15%) - Gamification Campaigns, Realtime Flows on Experience App.

Education

MBA - Marketing

BITS Pilani
Pilani, Rajasthan - India
06-2019

BTech - Mechanical Engineering

Mahatma Gandhi University
Kottayam, Kerala - India
08-2015

Skills

  • Performance Marketing: Google Ads, Meta Ads, Apple Ads, LinkedIn Ads, Twitter Ads, DSP/Programmatic (Moloco, Liftoff, AppLovin)
  • Analytics & Attribution: AppsFlyer (MMP), Firebase, Clevertap, Moengage, Mixpanel, Google Analytics, SQL, Tableau, Advanced Excel
  • Growth Infrastructure: GTM planning, funnel/event architecture, marketing data infrastructure, unified cost & channel reporting, Brand Partnerships
  • Leadership: Customer Lifecycle Management (CLM), cross-functional collaboration, stakeholder & project management, team leadership
  • AI-Native workflows: Claude Code (data infrastructure, competitive creative benchmarking, funnel analysis), full funnel creative testing framework, moengage - automated user properties pipeline

Timeline

General Manager - Growth Marketing

CapMint
11.2025 - Current

Senior Manager - Marketing

Gameskraft
04.2024 - 10.2025

Manager - Marketing

Gameskraft
03.2022 - 03.2024

Assistant Manager - Marketing

Zoomcar
06.2019 - 03.2022

MBA - Marketing

BITS Pilani

BTech - Mechanical Engineering

Mahatma Gandhi University
Ajay Raj