Yash Srivastava
Marketing Manager
Noida,UP
Summary
Creative and data-driven CRM & Retention Marketing Manager with 5+ years' experience designing lifecycle programs, reducing churn, and increasing LTV for fast-scaling brands. Proficient in marketing automation, segmentation strategies, customer journey mapping, and multi-channel campaign orchestration across email, SMS, push, and in-app.
Overview
8
8
years of professional experience
Work History
Team Lead CRM-Growth
Oyo Hotels & Homes
01.2024 - Current
- Spearheaded 183% surge in daily installs and 66.7% DAU growth by revamping referral programs across push, in-app, email, and SMS.
- Revitalized SMS and WhatsApp marketing for Oyo UK, driving £120K/month incremental revenue and lifting engagement by 27%.
- Amplified CTR by 84% (SMS), 99% (email), and 72% (push) through SOP-based campaign optimization.
- Generated £230K incremental revenue by orchestrating sales enablement initiatives for newly onboarded properties.
- Instituted incentive programs that boosted net realization rates from 47% to 57%, achieving 1.3x ROI.
- Negotiated vendor contracts during CRM rollout for Motel 6, delivering $270K in quarterly cost savings.
- Engineered $145K in quarterly incremental revenue through targeted retention campaigns for Oyo US properties, improving app and web retention by 12.5%.
- Elevated 90-day retention (App: 32.5% ➔ 48%, Web/Direct: 17.5% ➔ 27.6%) by deploying in-app marketing, web push, and newsletters.
- Analyzed user behavior to slash churn by 23% and uplift conversions by 7% through personalized lifecycle journeys.
- Deployed predictive analytics and RFM modeling to grow customer lifetime value (LTV) by 12%.
Retention Marketing & Customer Life-Cycle Manager
Ketto
06.2020 - 01.2024
- Increased retention by 15% through targeted segmentation and execution of 30-60-90 day lifecycle campaigns.
- Boosted CRM efficiency by 60% and lead conversion by 27% via automation enhancements and data hygiene initiatives.
- Launched cross-sell GTM strategies, scaling new product revenue by 15%.
- Multiplied revenue from INR 2–3M to INR 10–11M by refining audience targeting, driving a 30% uplift in conversions and 270% surge in retention orders.
- Drove a 33% increase in engagement and revenue through multi-channel (email, SMS, WhatsApp, push) campaign orchestration.
- Reduced churn by 15% and elevated customer satisfaction by 10% via redesign of user journeys and integration of WhatsApp support.
- Slashed marketing costs by 40% by optimizing vendor partnerships and communication channels.
- Revamped the Ketto SIP program to generate INR 2M additional revenue and lifted retention by 23–25%.
Sr. Product Marketing Executive
Ketto
07.2021 - 03.2022
- A/B Testing and Reporting: Conducted continuous A/B testing, optimizing strategies and offers, resulting in a 20% improvement in overall campaign performance
- Multichannel Campaign Execution: Designed and Launched campaigns, boosting customer engagement by 30.1% across the lifecycle
- Messaging and Positioning: Develop messaging and positioning for products, ensuring consistency across all marketing efforts
- Lead Generation: Handled CRM activities for lead creations i.e
- Ad Hoc, Trigger, and customer journeys via WhatsApp, Email, and App notifications channels
Product Marketing Executive
Ketto
02.2020 - 07.2021
- Email Campaign Management: Executed and optimized email marketing campaigns, achieving a 15% lift in open rates and a 12% increase in click-through rates
- Market Research and Competitive Intelligence: Conducted market research, providing competitive intelligence and strategic insights for product planning
- Maximized Sender Score: Maintained an optimal 90% and above IP sender score, enhancing inbox delivery and corresponding metrics, thereby improving overall delivery metrics
Founders Team
Mutterfly
03.2019 - 10.2019
- Closed sales and onboarded clients like Marriott, 91Springboard, and Indiqube generating upward revenue of INR 500K.
- Led supplier engagement for in-store promotions and marketing content.
- Planned and executed three major events onboarding 1k+ clients.
Project Trainee
L&T Electrical & Automation
06.2017 - 07.2017
- Worked as a Project trainee for DRDL Hypersonic wind tunnel system
Education
Bachelor of Technology - BTech - Mechatronics, Robotics, and Automation Engineering
SRM UNIVERSITY
01.2018
Skills
- CRM & Automation: CleverTap, HubSpot, Email, SMS, Push, WhatsApp
- Analytics: Tableau, SQL, Excel, Data Analysis
- Growth & Retention: A/B Testing, Churn Management, Lifecycle Campaigns
- Marketing Strategy: Product Marketing, GTM, Campaign Planning
- Trend tracking
- Budget management
Awards
- Annual Recognition Award - Ketto, 11/01/23, Awarded Annual Recognition Award for Performance.
- Quarterly Recognition Award - Keto, 10/01/22, Awarded Quarterly Recognition for Outstanding Performance.
Languages
English
Bilingual or Proficient (C2)
Hindi
Bilingual or Proficient (C2)
Software
CRM
Tableau
SQL
HubSpot
Salesforce
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Team Lead CRM-Growth
Oyo Hotels & Homes
01.2024 - Current
Sr. Product Marketing Executive
Ketto
07.2021 - 03.2022
Retention Marketing & Customer Life-Cycle Manager
Ketto
06.2020 - 01.2024
Product Marketing Executive
Ketto
02.2020 - 07.2021
Founders Team
Mutterfly
03.2019 - 10.2019
Project Trainee
L&T Electrical & Automation
06.2017 - 07.2017
Bachelor of Technology - BTech - Mechatronics, Robotics, and Automation Engineering
SRM UNIVERSITY
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