SHYAM NAIR
Bengaluru
Summary
Results-driven CRM and lifecycle marketing manager with over 7 years of experience in designing and executing multi-channel campaigns for fintech platforms. Expertise in audience segmentation, behavioral targeting, and A/B testing across WhatsApp, email, push notifications, and in-app channels. Achievements include reducing QA errors by 90%, accelerating campaign deployment from 5 days to 24 hours, and scaling operations from 1 to over 15 monthly in-app campaigns. Proficient in CleverTap, MoEngage, LeadSquared, and Plotline, with strong skills in cross-functional collaboration.
Overview
7
7
years of professional experience
Work History
Remarketing Manager
Alice Blue Financial Services Ltd
Bengaluru
12.2025 - Current
- Led end-to-end execution of 50+ campaigns monthly across 5 channels (WhatsApp, email, push notifications, in-app, SMS/RCS, native display) for trading and investment products.
- Designed audience segmentation framework bifurcated by trading behavior (actively traded, inactive, dormant, non-initiated, referral segments), improving targeting precision.
- Built and manage 33 active automated workflows in LeadSquared including lead nurturing drips, retention sequences, and user journeys integrated with voice blast assistance.
- Implemented structured pre-launch validation checklist reducing QA error rate from 9% to 2% and eliminating campaign rework cycles across all 50+ monthly sends.
- Established free-channel (APN) pilot protocol before paid campaign deployment, ensuring quality gates are met prior to spend allocation.
- Partnered with data engineering to design and implement 300+ behavioral events and customer attributes, enabling event-triggered campaigns and segmentation.
- Coordinated call center integration with campaign platform to track multi-touch conversion journeys from campaign engagement to completed trades.
- Monitor 10+ real-time KPIs (open rate, CTR, conversion rate, activation rate, retention) via Tableau dashboards to optimize targeting and channel allocation.
Campaign Manager
Samco Securities
Mumbai
08.2024 - 12.2025
- Managed 20+ promotional and growth campaigns monthly in MoEngage, overseeing 30+ structured automated flows across trading platforms and mutual fund products.
- Implemented Plotline platform enabling independent in-app asset deployment by marketing team, reducing engineering dependency by 40% and campaign go-live time from 5 days to 24 hours.
- Increased in-app campaign output from 1 to 15+ campaigns monthly post-Plotline implementation, leveraging higher visibility for improved user engagement.
- Expanded segmentation framework with new behavioral cohorts (login status, retention stage, dormant, referral source), enabling targeted messaging across audience groups.
- Achieved 15-20% engagement lift by comparing segmented campaign performance against historical mass-broadcast approach across multiple execution cycles.
- Maintained 1-2% QA error rate across 20+ monthly campaigns through standardized testing and validation protocols for messaging accuracy.
Assistant Manager
Angel One
Mumbai
08.2022 - 08.2024
- Executed 15+ campaigns daily on CleverTap across promotional, display, email, and growth channels for stock trading, mutual funds, and brokerage products.
- Managed 80+ creative assets per quarter from conception through approval and deployment, maintaining on-time delivery and brand consistency.
- Conducted 30+ A/B tests over 24-month tenure testing subject lines, creatives, and call-to-action formats, improving email CTR from 1.8% to 3.8% (111% lift).
- Developed and scaled sticky in-app campaign format through end-to-end strategy, segmentation, and optimization; format remains in active use by marketing team.
- Demonstrated 8-12% higher engagement on sticky campaigns versus standard dismissible formats, validating new in-app approach.
- Built 12-metric KPI framework tracking CTR, open rate, conversion rate, unsubscribe rate, and activation rate to identify and reduce underperforming campaigns quarterly.
- Maintained first-pass QA accuracy while simultaneously executing 15+ daily campaigns across multiple channels.
Executive
Reliance SMSL
Mumbai
06.2019 - 08.2022
- Executed 8-12 email and SMS campaigns weekly handling audience preparation, segmentation, QA testing, and stakeholder reporting.
- Developed campaign execution and audience segmentation methodology that became foundation for CRM approach in subsequent roles.
Education
Master of Business Administration - Operations Management
NMIMS
Mumbai03.2024
Skills
- MoEngage
- CleverTap
- Plotline
- LeadSquared
- Netcore
- WhatsApp Business API
- Multi-channel execution
- Audience segmentation
- Behavioral targeting
- Automated workflows
- Trigger-based journeys
- Campaign calendars
- Cohort analysis
- A/B testing
- Multivariate testing
- Funnel optimization
- KPI monitoring
- Tableau dashboards
- Attribution modeling
- SQL queries
- AWS S3
- Campaign governance
- QA workflows
- Cross-functional collaboration
Accomplishments
• Improved QA accuracy from 91% to 98% by implementing structured pre-launch validation checklist across 50+ monthly campaigns, eliminating rework delays
• Built 300+ behavioral events and data attributes in collaboration with data engineering, enabling event-based campaign triggering and personalization at scale
• Reduced engineering dependency by 40% and campaign deployment time by 80% (5 days to 24 hours) through independent in-app asset deployment via Plotline
• Increased email click-through rate by 111% (1.8% to 3.8%) and established in-app sticky campaign format now used across marketing team through systematic A/B testing
• Optimized acquisition spend by 30-35% by using in-app nudges for first-trade conversion instead of paid display campaigns for new onboarded users
• Built 300+ behavioral events and data attributes in collaboration with data engineering, enabling event-based campaign triggering and personalization at scale
• Reduced engineering dependency by 40% and campaign deployment time by 80% (5 days to 24 hours) through independent in-app asset deployment via Plotline
• Increased email click-through rate by 111% (1.8% to 3.8%) and established in-app sticky campaign format now used across marketing team through systematic A/B testing
• Optimized acquisition spend by 30-35% by using in-app nudges for first-trade conversion instead of paid display campaigns for new onboarded users
Languages
- English
- Hindi
- Malayalam
Prior Roles
Field marketing and customer support roles, 2015–2019
Timeline
Remarketing Manager
Alice Blue Financial Services Ltd
12.2025 - Current
Campaign Manager
Samco Securities
08.2024 - 12.2025
Assistant Manager
Angel One
08.2022 - 08.2024
Executive
Reliance SMSL
06.2019 - 08.2022
Master of Business Administration - Operations Management
NMIMS