SUNNY PITHAVA
Mumbai
Summary
Dynamic growth and lifecycle marketing professional with over 12 years of experience driving retention, engagement, and revenue across high-volume consumer digital platforms. Specializes in CRM strategy, lifecycle automation, and product-led campaign design, with a focus on enhancing customer lifetime value and optimizing marketing efficiency. Proven ability to transform user behavior data into structured lifecycle journeys, targeted reactivation programs, and monetization campaigns that yield measurable business outcomes. Close collaboration with product, analytics, and technology teams has led to the development of scalable, automated, and performance-driven marketing systems that successfully support growth initiatives for leading real-money gaming platforms such as My11Circle, PokerCircle, RummyCircle, and Wowzy Ludo.
Overview
18
18
years of professional experience
Work History
Retention Marketing Strategist
Games24x7
04.2019 - 10.2025
- Built lifecycle communication flows across onboarding, engagement, retention, and reactivation to keep users consistently active
- Set up automated CRM journeys across WhatsApp, SMS, RCS, email, and in-app messaging based on real-time user behaviour
- Segmented users using gameplay patterns, spend behaviour, and inactivity signals to improve campaign relevance and performance
- Increased campaign efficiency through cohort analysis and funnel drop-off insights, refining targeting and incentive structures
- Planned monetization initiatives around tournaments, seasonal demand, and peak activity periods to improve participation and revenue
- Created cross-sell campaigns encouraging users to explore multiple game formats, increasing overall wallet share
- Built live performance dashboards using Tableau and Grafana to track campaign impact on engagement and revenue
- Reduced campaign errors by introducing structured QA checks before major releases
- Automated recurring campaign setups to improve execution speed and reduce manual effort
- Ran continuous A/B tests on rewards, messaging, and timing to identify conversion and retention drivers
- Launched win-back campaigns triggered by inactivity to reactivate dormant users
- Linked campaign performance to revenue and LTV metrics to measure true business impact
- Supported feature launches with targeted communication to drive early adoption and repeat usage
- Applied fraud-control filters and eligibility logic to prevent misuse of bonuses and rewards
- Implemented low-balance and recharge reminder campaigns to reduce gameplay drop-offs
- Maintained communication calendars aligned with product launches, tournaments, and business priorities
- Designed simple educational nudges to improve feature awareness and long-term user stickiness
- Balanced bonus costs with expected user value to keep promotions sustainable and ROI-positive
Retention and Payment Lead
Games24x7
02.2015 - 03.2019
- Executed marquee festival campaigns (e.g., Diwali Dhamaka, Christmas Carnival, New Year Bonanza), delivering record GMV surges and first-time player activations
- Planned and launched mega tournaments with dynamic prize pools, maximizing participation, repeat play, and overall engagement
- Built data-driven tournament templates using fill-rate and player analytics, optimizing scheduling, experience, and profitability
- Directed an 8-person operations team, ensuring flawless campaign delivery in alignment with product, finance, and tech stakeholders
- Streamlined end-to-end deposit funnels, improving conversion and payment success rates through close gateway coordination
- Executed continuous UAT and production sanity checks, upholding release quality, reliability, and compliance standards
- Led end-to-end production deployments for RummyCircle and My11Circle, ensuring on-time content releases with zero rollbacks and seamless user experiences
- Designed high-margin structure contests and seasonal promotional campaigns aligned with engagement KPIs and player activity peaks, driving sustained growth
- Developed an IMPS-based instant withdrawal system with automated risk checks, enabling real-time payouts while minimizing fraud exposure
- Oversaw payment gateway reconciliation, maintaining 100% transactional accuracy and full regulatory compliance
- Launched personalized deposit bonus frameworks, enhancing user acquisition, retention, and lifetime value across segmented cohorts
Chef
Westin Hotels & Resorts
07.2013 - 11.2014
- Full-time
Graduation Internship
Hotel Sahara Star
11.2011 - 03.2012
- 6 months
Senior Customer Service Representative
Intelenet Global Services
01.2009 - 01.2010
- Full-time
Sales Executive
INDIA INFOLINE INSURANCE SERVICES LIMITED
10.2007 - 12.2008
- Full-time
Education
Bachelor of Science - Hospitality & Tourism Technology
Rizvi College of Hotel Management
Mumbai, Maharashtra, India05-2012
Skills
- CLCM (Customer Lifecycle Management)
- Retention & Reactivation Strategy
- Campaign Automation & CRM Platforms
- Data-Driven Marketing & Analytics
- Product-Led Growth (PLG)
- Product Management
- Growth Strategies
- Go-to-Market Strategy
- A/B Testing
- Marketing Automation
- Email Marketing
- WhatsApp Business API
- SMS Marketing
- Push Notifications
- Tableau & Grafana
- User Segmentation
- Behavioral Analytics
- Payment Gateway Management
- Tournament Planning & Execution
- UAT & QA Testing
Accomplishments
- Increased user engagement by 19% through personalized lifecycle programs
- Improved reactivation rates by 14% while reducing campaign costs by 12%
- Delivered 24% higher ROI through KPI-aligned campaign architecture
- Reduced execution time by 24% and campaign errors by over 30% through automation
Languages
English
Bilingual or Proficient (C2)
Hindi
Bilingual or Proficient (C2)
Gujarati
Bilingual or Proficient (C2)
Marathi
Upper intermediate (B2)
French
Beginner (A1)
Timeline
Retention Marketing Strategist
Games24x7
04.2019 - 10.2025
Retention and Payment Lead
Games24x7
02.2015 - 03.2019
Chef
Westin Hotels & Resorts
07.2013 - 11.2014
Graduation Internship
Hotel Sahara Star
11.2011 - 03.2012
Senior Customer Service Representative
Intelenet Global Services
01.2009 - 01.2010
Sales Executive
INDIA INFOLINE INSURANCE SERVICES LIMITED
10.2007 - 12.2008
Bachelor of Science - Hospitality & Tourism Technology
Rizvi College of Hotel Management