Srilakshmi Bhaskaran

CRM & Marketing Automation

• Owned end-to-end CRM, lifecycle marketing, and user engagement strategy for Payments (UPI & BBPS) and Investments products.
• Led marketing automation across Email, SMS, WhatsApp, and Push Notifications using MoEngage and Netcore.
• Designed and executed lifecycle journeys, drip campaigns for dro-offs, and targeted cohort-based campaigns to improve user activation, engagement, and transactions.
• Drove 5–10% month-over-month growth in DAU/MAU through lifecycle marketing, acquisition initiatives, and retention programs.
• Optimized campaign performance using A/B testing, customer segmentation, and funnel analysis, improving CTR, conversions, and engagement.
• Partnered with Product, Marketing, and Data teams to deliver data-driven growth initiatives aligned with business objectives.

Growth & User Lifecycle

• Led acquisition, activation, and retention strategies across Payments, Investments, Lending, Rewards, and Super App products.
• Owned growth initiatives for UPI and Bill Payments, delivering a 3× increase in transactions through Reward programs and personalized engagement campaigns.
• Drove sustainable user growth by implementing lifecycle marketing and retention strategies, consistently achieving 5–10% monthly DAU/MAU growth.
• Built and executed cross-product growth initiatives to improve customer adoption, engagement, and ecosystem stickiness.

Rewards, Loyalty & Gamification:

• Owned product strategy and execution for the Rewards ecosystem, aligning incentive programs with user behavior and business goals.
• Managed reward campaigns with a ₹10 Cr budget, maximizing user engagement, transaction frequency, and ROI.
• Led gamification initiatives and marketplace reward integrations through strategic third-party partnerships to enhance customer retention.
• Played a key role in positioning Shriram One among Top 10 Bill Payment apps through targeted growth and rewards initiatives.

Analytics & User Insights

• Led customer analytics across acquisition, engagement, retention, uninstall trends, and cohort performance to identify growth opportunities.
• Developed actionable user segmentation models based on geography, demographics, transaction history, and behavioral insights for personalized marketing.
• Conducted app stickiness, funnel, and cross-product adoption analysis, enabling data-driven product and marketing decisions.
• Monitored campaign performance using key metrics including impressions, CTR, conversion, and retention, driving continuous optimization.

• Owned marketing automation and campaign strategy for the Collections and Lending product portfolio, driving customer engagement and lead nurturing across the funnel.
• Managed monthly marketing budget of ₹15–20 Lakhs, resulting in ~₹1 Cr in monthly revenue through targeted campaign planning and optimisation.
• Scaled loan applications by 4x while reducing Cost per Lead from ₹50 to ₹12 through targeted acquisition strategies and automation-led lead nurturing.
• Designed and implemented real-time trigger-based communication journeys, accelerating user engagement and enhancing conversion rates across lending funnel.
• Built automated lead nurturing workflows to transition prospects from acquisition to application, leveraging lifecycle marketing strategies.
• Led and mentored a team of 3 across three product lines for acquisition and conversion.
• Collaborated cross-functionally with product, content, data, and engineering teams for seamless execution.

• Managed campaign setup, deployment, and optimisation using marketing automation platforms, improving operational efficiency.
• Conducted weekly performance analysis and trend reviews, delivering actionable insights to stakeholders.
• Executed email marketing campaigns for global clients including Progressive and Verizon, enhancing lead generation and customer engagement.
• Supported reporting and operational processes to improve campaign effectiveness and visibility into marketing performance.

• Delivered L1.5 application support, managing service requests and incident resolution to maintain seamless business operations.
• Coordinated job scheduling and batch processing activities, ensuring timely execution of critical business processes in line with SLAs.
• Applied ITIL principles in Incident Management, Critical Incident Handling, Change Management, and Service Request Management.