SRI SAI SURYA TEJA NOOKALA
Associate Director Growth
Hyderabad
Summary
Full-funnel growth leader with a strong product mindset and cross-channel acquisition expertise. Analytics-first operator who builds dashboards and automations, writes SQL, and drives hypothesis-led experimentation. Lifecycle/CRM architect skilled in journey design, behavioral nudges, and referral growth. CLTV-focused with payback discipline, ROAS alignment, and channel-mix efficiency. recognized for creative/audience testing rigor, cross-functional collaboration, and high-velocity execution.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Associate Director (User Acquisition & Growth)
Hike US (Bingo Champions USA)
06.2023 - Current
- User Acquisition: Managed $400K/month in performance spend; cut CAC from $370 → $160 in 3 months; lifted D7 ROAS 1.2% → 4.98%; improved D7 LTV/CAC 4% → 9.6%.
- SEO / ASO / GEO: Ranked 40 keywords in Top 30 and 7 in Top 3 within 2 months; ran store-listing A/B tests that increased page-view→install conversion.
- Creative Production: Built AI-driven creative analysis & A/B testing pipeline, delivering a 70% creative win rate.
- Funnel Optimization: Launched missions and CleverTap journey experiments; +6.5 pp uplift in FTD%, and +102% in D7 deposits.
- Account Management: Primary client-facing lead for strategy reviews, performance reporting, and commercial negotiations.
- North-Star Ownership: Custodian of CAC, Revenue, MAU, Conversion Rate, Deposits, D7 ROAS, and D7 LTV.North star metric owner: custodian of CAC, Revenue, MAU, Conversion%, Deposits, D7 ROAS, D7 LTV (life time value)
Associate Director - Growth(UA,Retention,Support)
Nazar (Kidopiaa (US, Canada, UK) & Classic Rummy)
04.2023 - 05.2023
- User Acquisition (₹130 Cr/year): Owned annual spend across Facebook, Google & Affiliates in the US & India markets.
- UA — Facebook (Classic Rummy): CPA −22% by shifting to A+ campaigns and refining conversion goals.
- UA — Apple Search Ads (Kiddopia): CPA −13% | M1 ROAS +17% | Install→Trial +28%.
- UA — FTD: Increased first-time deposit (FTD) rate via channel-mix tuning, creative testing, and store/onboarding optimization.
- Retention / Lifecycle: Topline +42.8% in 6 months | Retention 72% → 94% | DAU +23% | ARPU +17% | Bonus efficiency +17%.
- AI-Driven Creative Ops: Produced personalized videos using Sora & Midjourney; leveraged Compose AI and AppsFlyer Creative Hub for creative insights and iteration.
- Product Growth: Launched Challenges (net +1.8 APD); implemented Plotline for dynamic segmentation (+18%); established a scalable A/B testing ecosystem.
Sr.Manager – Growth
Games 24X7
01.2022 - 04.2023
- Lifecycle/TTP Optimization: Lifted Day-0 Target→Paid (TTP) conversion from 0.8% to 2.1% by optimizing SMS, in-app overlays, and push (timing, segmentation, copy).
- Team Building & SOPs: Built the CRO and Growth Product teams; authored experimentation SOPs (hypothesis, guardrails, metrics, decisioning) to standardize test quality and speed.
- A/B Experiment Wins: +10% TTP via app size reduction; +2% downloads from video store-listing tests; +1.8 pp CVR to first deposit (FDP).
- CPA Reduction: Drove lower CPA through creative & audience testing across Programmatic + Facebook, agency payout restructuring, and regional source-mix optimization.
- Referral Growth: Running referral A/B and affiliate model revamp to grow referral contribution from 15% → 20%.
- Product Roadmap Enablers: Expiring incentive credits (FOMO), beginner journeys for smoother onboarding, and Truecaller SDK for one-tap verification to reduce friction.
Sr. Manager – Head - Performance Marketing & Retention
OZiva Healthcare Supplements – Ecommerce
02.2021 - 09.2021
- Acquisition Budget Owner (₹4 Cr/month): Managed spend across Meta (Facebook) Ads Manager and Google Ads; optimized mix to hit CAC/ROAS goals.
- Channel Expansion: Launched new UA channels delivering −40% CAC and +100% ROAS uplift vs. Facebook baseline.
- Retention & Lifecycle: Built MoEngage cart-abandon and win-back flows, driving +0.5 pp CVR and +12% repeat rate.
- Marketing Analytics Automation: Automated reporting with Supermetrics → Google Data Studio (Looker Studio), eliminating daily manual effort and accelerating insights.
- Experimentation & Organic Growth: Ran landing-page A/B tests to improve CVR; designed a referral program to expand organic reach and orders.
Growth Marketing Lead (User Acquisition,Retention)
Head Digital Works - Gaming
01.2020 - 01.2021
- Acquisition Budget Owner (₹5 Cr/month): Managed Meta (Facebook) + Google Ads + Affiliates + DSPs; optimized channel mix to hit CAC/ROAS targets.
- Head, Marketing Analytics: Built dashboards, reports, and automations; wrote SQL for hypothesis testing, cohorting, and lift analysis.
- Marketing Product Roadmap: Drove Branch & CleverTap integrations; launched Refer & Earn and Freerolls with clear experimentation and measurement plans.
- CleverTap Journeys: Increased D8→D30 conversions by +148%; lifted Play-app conversions by +79% through behavior-led journeys and nudges.
- Refer & Earn Optimization: CPA −63% and conversions +120% via bonus design, incentive calibration, and in-product nudges to expand reach.
Major Account Manager
Amway India
04.2017 - 07.2018
- Handled 109 distributor accounts across Karnataka (Bengaluru & Mangalore) accounting for a yearly turnover of INR 48 Cr in 2017
Area Sales Manager, sales & service
Honda Motorcycle & Scooter India Pvt Ltd
06.2013 - 05.2015
- Youngest ever to be recognized as the best National Sales Manager. Delivered 120% targets (handling team of 80) - all at the age of 22
Education
MBA - Sales & Marketing, Analytics
S. P. Jain Institute of Management & Research
04.2001 -
Digital Marketing (PGDM) - Digital Marketing
MICA in Association With UpGrad
01.2018
Marketing Analytics (Exchange) - Marketing Analytics
University of Virginia, Darden
01.2016
Mechanical engineering (B.Tech) - Mechanical engineering
NIT
01.2015
Skills
Team collaboration and leadership
Decision-making
Analytical thinking
Budget management
Key relationship management
Hiring and training
Digital marketing
Customer Life Cycle Management
User Retention & Revenue
Product Management
Growth Marketing
Websites
Certification
Advanced SQL (UpGrad) | Blockchain and Distributed Ledger (IIT Hyderabad) | CAT 98.6| GMAT 710 | IIT JEE AIR 4598
Timeline
Associate Director (User Acquisition & Growth)
Hike US (Bingo Champions USA)
06.2023 - Current
Associate Director - Growth(UA,Retention,Support)
Nazar (Kidopiaa (US, Canada, UK) & Classic Rummy)
04.2023 - 05.2023
Sr.Manager – Growth
Games 24X7
01.2022 - 04.2023
Sr. Manager – Head - Performance Marketing & Retention
OZiva Healthcare Supplements – Ecommerce
02.2021 - 09.2021
Growth Marketing Lead (User Acquisition,Retention)
Head Digital Works - Gaming
01.2020 - 01.2021
Major Account Manager
Amway India
04.2017 - 07.2018
Area Sales Manager, sales & service
Honda Motorcycle & Scooter India Pvt Ltd
06.2013 - 05.2015
MBA - Sales & Marketing, Analytics
S. P. Jain Institute of Management & Research
04.2001 -
Marketing Analytics (Exchange) - Marketing Analytics
University of Virginia, Darden
Mechanical engineering (B.Tech) - Mechanical engineering
NIT
Digital Marketing (PGDM) - Digital Marketing
MICA in Association With UpGrad
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