Vivek Kumar
Senior CRM Associate - Marketing
Durga Colony, Sector -39, Gurgaon,HR
Summary
CRM & Retention Marketing Specialist with 4.5 years experience in app-based businesses. Skilled in lifecycle campaigns, omnichannel strategy (Push, WhatsApp, SMS, Email), and tools like WebEngage, CleverTap, Gupshup. Delivered 30% CTR uplift, 18% increase in repeat purchases, and 15% LTV growth
Overview
4
4
years of professional experience
Work History
Senior Marketing Associate- CRM
BeatO
Gurugram
03.2024 - Current
- Designed and executed personalized CRM journeys, leading to a 15% improvement in customer retention and 18% increase in repeat purchase frequency.
- Optimized omnichannel messaging (Push, WhatsApp, SMS, Email, RCS) via WebEngage, resulting in a 30% boost in engagement rates and CTR uplift.
- Implemented targeted reactivation, upsell, and cross-sell campaigns, driving a 30% revenue uplift and sustaining 10% month-over-month growth.
- Managed end-to-end automated journeys, ensuring a seamless customer experience across all touchpoints.
- Collaborated cross-functionally to align campaign strategies with broader business goals.
- Conducted deep performance analysis to refine segmentation, improve personalization, and achieve a 15% increase in overall LTV.
Marketing Executive
Citymall
Gurugram
01.2021 - 02.2024
- Executed retention and engagement campaigns via CleverTap, Gupshup, Karix, driving a 30% CTR increase through personalized, trending content.
- Built omnichannel journeys (SMS, WhatsApp, Push) to improve engagement and repeat usage.
- Managed campaign calendar, in-app merchandising (NXM, carousels), pricing, coupons, and catalog visibility to boost conversions.
- Optimized in-app ads using Moloco, enhancing brand performance.
- Contributed to building the organization to ~₹750 Cr ARR
Education
B.com (Hons.) - Financial Accounting
Magadh University
Bodhgaya, Bihar04.2019
12th -
A.N College, B.S.E.B
Jehanabad, Bihar10th -
High School Ikkil, B.S.E.B
Jehanabad, BiharSkills
CRM & Lifecycle Marketing
Retention & Reactivation Strategies
Omnichannel Journeys (SMS, WhatsApp, Push, Email)
Customer Segmentation & Personalization
WebEngage, CleverTap, Gupshup, Karix
Projects
- Uninstall & Churn Reduction Strategy: Implemented an uninstall feedback system to capture user exit reasons and trigger personalised win-back campaigns, leading to a 20% reduction in uninstalls and improved overall retention.
- Consultation Feedback System: Built and integrated feedback journeys post doctor and coach consultations, enabling real-time alerts to care teams and achieving 90% customer satisfaction.
- Brand-Sponsored Ad Monetization: Led in-app ad placements and campaign strategy for brand-sponsored ads, delivering a 7x ROAS and contributing to incremental revenue.
- Reactivation Lifecycle Campaigns: Designed personalized reactivation journeys for dormant users, driving a 15% improvement in customer retention across cohorts.
- Cross-Sell Optimization: Revamped post-purchase and category-based journeys to increase cross-sell conversions from 7% to 12%, boosting AOV and repeat revenue.
Timeline
Senior Marketing Associate- CRM
BeatO
03.2024 - Current
Marketing Executive
Citymall
01.2021 - 02.2024
B.com (Hons.) - Financial Accounting
Magadh University
12th -
A.N College, B.S.E.B
10th -
High School Ikkil, B.S.E.B