Sthita Prajna Mohanara
Marketing Specialist | Product Marketing Manager
Summary
Experienced product marketing manager with a proven track record of 4.5 years in effectively managing product lifecycles and developing segment strategies. Skilled in evaluating product performance and profitability to drive successful outcomes. Energetic and strategic, dedicated to utilizing expertise to contribute to the growth and success of the company.
Overview
7
7
years of professional experience
4042
4042
years of post-secondary education
Work History
Product Marketing Manager (D2C)
Transunion CIBIL
05.2023 - Current
- Responsible for consumer insights & experience for the CIBIL Score & Report, across CIBIL's DTC website and mobile application
- Developed & executed GTM strategies for key product launches (UX Overhaul, Referral Program & WhatsApp), achieving 3 mil
- Impressions & 4% CVR on personal channels (Email, SMS, Push etc.)
- Devised & implemented consumer campaigns and experience for the product Starter Plan Subscription, contributing to 14% incremental revenue and a 5% upsell rate
- Headed offline partner workshop for SIDBI MSME Cluster, driving an increase in consumer awareness of CIBIL Rank amongst consumers
- Revamped marketing collaterals for key consumer journeys on digital properties, resulting in a 15% increment in average engagement time and a 20 percentage point reduction in bounce rate
- Leveraged WebEngage (Clevertap equivalent) to optimise and enhance consumer journey; leading to an open rate of 10% & 3M impressions
- Deployed consumer surveys, NPS surveys & usability testing exercises using Google Analytics & WebEngage, receiving over 15k responses & deriving action items for Product & Marketing
- Developed compelling sales materials, including presentations, brochures, and whitepapers for prospective clients.
- Designed and implemented UX nudges on the Enquiry webpage; leading to a 2X conversion rate and an increase in average ticket size by 50%
- Created and managed key monthly reports and dashboards using GA, LookerStudio and MS Excel
- Retained clients to build brand awareness and generate leads while managing internal and external product marketing campaigns and programs.
- WOW Award (Sep '23)
Summer Internship + Live Project
Bosch
01.2022 - 06.2022
- Evaluated digital marketing efforts of 17 brands, leading to the formation of marketing strategies for the Mobility Solutions division
- Performed market study for understanding consumer behaviour & constructed 12 consumer personas accordingly
Senior Business Analyst
Uber
02.2020 - 07.2021
- Worked closely with the EMEA Regional Ops team for onboarding/maintaining relations with key accounts for Uber Eats, leading to a 21% improvement in Net Promoter Score
- Devised and deployed an internal query management system, reducing TAT for fetching data and drawing insights by 75%
- Developed and automated a restaurant franchise ranking system for Strategic Partners, contributing to an overall reduction of inaccurate orders by 20%
- Conducted interviews and onboarded analysts for the team, in order to support new geographical territories and functions
- Managed stakeholder expectations through transparent communication and timely status updates, ensuring alignment between project deliverables and business objectives.
- Facilitated requirement gathering workshops, resulting in clear project objectives and deliverables.
Decision Scientist 1 | Trainee Decision Scientist
Mu Sigma
08.2018 - 02.2020
- Provided analytical support to Program Managers for a Fortune 500 client in the Digital Advertising domain on alpha/beta programs
- Created end-to-end data visualization assets and tools to illustrate analytical findings for internal and external stakeholders.
- Leveraged analytical deep dive techniques such as audience mix, root cause analysis and cohort analysis, to drive a 10% increment in overall revenue
Education
B.TECH. -
01.2014 - 01.2018
GPA: 75.8%
PGDM -
05-2023
GPA: 73.9%
XII -
04-2014
GPA: 87.2%
Skills
Google Analytics
WebEngage
Google Ads
Lookerstudio
Figma
GTM Strategy
Product Launch
Strategy
Digital Marketing
Brand Management
Product marketing
Go-to-market plans
Tools And Skills
- Google Analytics
- WebEngage
- Google Ads
- Lookerstudio
- Figma
- Procreate
- GTM Strategy
- A/B Testing
- Product Launch
- Strategy
- Digital Marketing
- Brand Management
Positions Of Responsibility
- MICA, 2021-2022, Member, Branding and Digital Creatives, TI - MICA's Brand Management and PR Wing
- Maharaja Agrasen Institute of Technology, Delhi, 2016-2018, President, Dramatics Society
- Maharaja Agrasen Institute of Technology, Delhi, 2016-2018, Head, Art Society
Accomplishments
Wow Award (September 2023)
Timeline
Product Marketing Manager (D2C) - Transunion CIBIL
05.2023 - Current
Summer Internship + Live Project - Bosch
01.2022 - 06.2022
Senior Business Analyst - Uber
02.2020 - 07.2021
Decision Scientist 1 | Trainee Decision Scientist - Mu Sigma
08.2018 - 02.2020
MAHARAJA AGRASEN INSTITUTE OF TECHNOLOGY - B.TECH.,
01.2014 - 01.2018
MICA - PGDM,
ARMY PUBLIC SCHOOL DHAULA KUAN - XII,