FALGUNI DAS
HIRECT
GTM MANAGER
Hirect – Comprehensive Marketing & Brand Leadership (Jan 2022 – Oct 2022)
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At Hirect, an early-stage SaaS recruitment platform utilizing AI for real-time hiring, I led comprehensive marketing strategies to effectively position our brand in a competitive landscape dominated by industry leaders like LinkedIn and Indeed. My role involved driving rapid user growth, strengthening brand credibility, and significantly enhancing user engagement and retention through strategic multi-channel initiatives.
I began by conducting detailed market research to clearly define two primary user personas—early-career tech professionals and startup recruiters—and strategically positioned Hirect as a transparent, efficient, AI-powered recruitment solution. I developed and executed a robust brand identity strategy, establishing clear visual and messaging guidelines, crafting an approachable and trustworthy brand voice, and implementing consistency across all digital and physical touchpoints. These efforts notably improved positive user sentiment, resulting in a 30% increase in website sign-up rates and elevating our app store rating from 3.3 to 4.0.
Utilizing a full-funnel approach based on the AIDA model, I managed targeted campaigns, including impactful outdoor advertising in key tech markets, educational blogs, webinars, and persuasive retargeting advertisements highlighting user success stories. Additionally, I optimized landing pages and streamlined onboarding processes to accelerate conversions and enhance user activations, achieving a fourfold increase in total user acquisition within six months.
Through careful management of paid and organic growth channels—encompassing Google Ads, LinkedIn, Facebook, and TikTok—I significantly improved click-through rates by 35% via rigorous A/B testing. Strategic SEO initiatives led to a substantial 50% increase in organic traffic within six months, and a successful referral program contributed to 15% of monthly new user acquisition.
Recognizing community engagement's pivotal role, I strategically partnered with influential creators and communities, organizing co-hosted events, panels, and hackathons, greatly boosting brand awareness and credibility. Additionally, I oversaw nationwide omnichannel campaigns, incorporating out-of-home advertising, radio, podcasts, and influencer collaborations, resulting in impressive engagement metrics including a 2.2-fold increase in app installs and a 15% reduction in blended CPA.
My comprehensive lifecycle marketing strategy included behavior-triggered email campaigns, personalized push notifications, and streamlined onboarding experiences, significantly increasing user activation rates by 25%, reducing churn, and boosting overall retention by 10%. Cross-channel marketing proved especially effective, with users exposed to multiple channels exhibiting a 2.4-fold higher activation rate compared to single-touchpoint interactions.
Overall, my strategic leadership resulted in over 7 million app installs, notable improvements in user engagement, a 30% reduction in customer acquisition costs, and nationwide brand recognition across key startup hubs. My efforts successfully established Hirect as a trusted, innovative, and preferred hiring solution for startups and job seekers alike.
ANTHEM
CONSUMER INSIGHTS SPECIALIST
Anthem – Comprehensive Marketing, Analytics & AI Leadership (June 2021 – December 2021)
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During my tenure at Anthem, an innovative fintech SaaS platform serving over 12,000 educational institutions across India, I played a pivotal role in supporting the company's strategic transition from a lending-focused service to a comprehensive, AI-driven financial management system. Schools nationwide faced significant operational hurdles related to manual fee collection, payroll management, and expense tracking, negatively impacting their efficiency and cash flow. My responsibilities encompassed consumer insights, marketing analytics, and the deployment of AI-driven personalization strategies.
In leading consumer insights, I conducted over 50 in-depth qualitative interviews and established ongoing feedback mechanisms with client schools, effectively identifying critical operational pain points and user behaviors. By leveraging CleverTap analytics, I closely tracked the behaviors of over 5,000 active institutions, pinpointing user flow bottlenecks, particularly in onboarding and payment processes. This comprehensive approach allowed me to guide product development strategically, influencing the prioritization of essential features like the Radius fee management module and the introduction of a Buy Now Pay Later (BNPL) feature.
In my marketing analytics role, I developed and maintained sophisticated BI dashboards utilizing Google Analytics and internal databases to deliver real-time insights on user acquisition funnels, activation rates, transaction volumes, and detailed campaign metrics. Through rigorous cohort analyses and segmentation strategies, I was instrumental in refining targeted lifecycle marketing campaigns, optimizing user engagement, and significantly improving ROI on marketing spend.
My role also involved the strategic implementation of AI and machine learning-powered personalization systems. I designed and deployed sophisticated, behavior-based push notifications and in-app prompts that significantly streamlined user onboarding and transaction completion. Additionally, I developed predictive models to assess churn risk and transaction likelihood, facilitating automated re-engagement campaigns that markedly improved retention rates. Collaboration with marketing teams enabled seamless integration of these ML-driven strategies into multi-channel campaigns, delivering personalized user journeys at scale.
These integrated efforts culminated in impressive outcomes, including a 17% increase in platform transaction completions, a 30% growth in active user engagement, and a notable 25% improvement in user retention rates. The introduction of the BNPL feature significantly improved timely payments for over 3,000 institutions, reducing default rates by approximately 15%. My initiatives substantially contributed to Anthem’s industry recognition, including accolades such as the Harvard President’s Innovation Challenge and the FTxSDG Quality Education Award.
Ultimately, my comprehensive contributions at Anthem not only accelerated product innovation and enhanced operational efficiency but also established the company as a recognized leader in the fintech space, significantly advancing its mission to empower educational institutions through technology-driven financial solutions.