Summary
Overview
Work History
Education
Skills
Personal Information
Interests
Timeline
Hi, I’m

Nivedita Singh

Senior Marketing Manager
Pune
Nivedita Singh

Summary

Result-driven professional with over 10 years of experience in growth marketing, specializing in customer acquisition, retention, and reactivation through in-app marketing and CLM strategies. Demonstrated expertise in managing the entire customer lifecycle, driving significant growth in user engagement and transaction volumes for UPI, Fastag, Lending products to name a few at various fintech and retail organisations. Adept at leveraging data analytics and market insights to formulate and execute targeted marketing campaigns.

Overview

10
years of professional experience
2
Languages

Work History

Paytm

SENIOR MANAGER- PAYTM
3 2022 - Current

Job overview

  • Leading the “Scan & Pay” category of Paytm contributing 40% of overall business
  • Managing the overall customer lifecycle, ensuring seamless onboarding, active engagement, and effective reactivation of dormant users
  • Achieved 8% increase in user penetration and 13% improvement in retention rates through targeted marketing initiatives
  • Developed and implemented comprehensive in-app marketing strategies to enhance user engagement and increase transactions by 10% MOM and transaction per user by 20%
  • Achieved a 7% MOM growth in repeat user base through M1 and weekly retention campaigns
  • Successfully reactivated 20% dormant users contributing to 8% uplift in overall transaction volume
  • Collaborating with product, technology, and analytics teams to design and execute personalized marketing campaigns
  • Utilizing data analytics and data science models to identify user behaviour patterns, segment audiences, and tailor marketing campaigns through multiple channels like inapp (consumer + business app), whatsapp, SMS, FSE’s, soundbox for maximum impact
  • Overseeing budget allocation and optimization to ensure efficient use of marketing resources
  • Working closely with cross-functional teams including product, engineering, data science, and design to ensure alignment on marketing led growth initiatives
  • Conducting A/B tests, analyse data, and make data-driven decisions to improve conversion rates and user engagement
  • Experience in Clevertap/ Adobe marketing automation tool for campaign creations and tracking effectiveness by monitoring top of the funnel, impressions, clicks, activations to maximize CTRs
  • Creating Reports/Dashboards and presentations for senior management about findings, analysis, and recommendations.

Freecharge Payment Technologies

Manager- User Growth
10.2020 - 01.2022

Job overview

  • Managing Growth for Lending products- Credit card, Loans and Pay Later
  • Driving launch and growth of Freecharge new product- Freecharge Pay Later
  • Conceptualizing and designing campaigns based on multiple data analysis focusing entire customer lifecycle (acquisition, engagement, retention)
  • Working closely with product, tech and analytics team to identify growth opportunities and issues in the product journey and working towards providing seamless product experience to customers
  • Driving customer acquisition and retention through in-depth data analysis, A/B testing and creating customized campaigns using multiple communication channels- SMS, Push notification, email, Inapp
  • Working closely with Brand team for creatives required for various campaigns
  • Creating ondeck / offdeck campaigns and launching new initiatives to nudge users
  • Reviewing campaigns on different metrics like CTR, Impressions, Conversions, ROI using Adobe analytics tool (Omniture) for data analysis and funnel analysis
  • Also familiar with Adobe automation tool.

Future Group

AM- Loyalty marketing and CRM
05.2018 - 08.2020

Job overview

  • Managing Group Loyalty Program (Future Pay) and Coalition Loyalty Program (Payback) for Various formats of Future Group- Big bazaar, Central, EasyDay, Brand factory
  • Driving Customer Acquisition from External Sources, App installs, Customer Retention and Reactivating Lapsers
  • Identifying opportunities for growth and optimizing at every stage of the customer lifecycle (activation, retention, cross-sell, up-sell, churn management) and designing campaigns focusing on increasing frequency, average ticket size, average spends of the customers using multiple communication channels like email, push notifications, in app, SMS
  • Negotiating with external partners for tie-ups/offers etc
  • And internal coordination with various formats for the same and working with merchandising teams on offer generation and delivery of offers to customers with conversion tracking
  • Working closely with Business Intelligence team for developing new capabilities for Payback and Future Pay App (Chat Bot, POS Premium, Closed Loop Wallet) and rolling out in the formats to enhance customer engagement
  • Preparing weekly/monthly/ quarterly reporting on Customer Loyalty Program KPI’s and assessment of the campaigns.

Naaptol Online Shopping Pvt. Ltd

Vendor Manager
04.2015 - 04.2018

Job overview

  • Identifying New Vendors and negotiating cost & terms, to bring better value to organization and coordinating with them for stocks & other promotional support
  • Analysing behaviour of existing product in offline retail market and reconfigure to make it apt for home shopping business and maintaining product portfolio for entire category in terms of assortment & uniqueness
  • Adept in analysing product performance and order trend daily and using the analysis to liquidate stocks Pan India and keeping track of non-moving inventory and planning shows for nonperforming products to liquidate
  • Experience in charting out sales strategies and contributing towards enhancing business volumes & revenue.

Sify Technologies Ltd

Management Trainee (Marketing)
05.2014 - 04.2015

Job overview

  • Liaising and networking with a range of stakeholders including colleagues, suppliers, and partner organizations
  • Communicating with target audiences and managing customer relationships & evaluating marketing campaigns, monitoring competitor activity
  • Sourcing advertising opportunities and placing adverts in the press - specialist publications and managing the production of marketing materials, including leaflets, posters, flyers, newsletters, enewsletters, and DVDs
  • Organizing and attending events such as conferences, seminars, receptions, and exhibitions.

Education

Symbiosis Institute of Telecom Management

MBA (Marketing)

University Overview

Skills

Growth Marketing

Personal Information

Personal Information
Date of Birth: 08/17/92

Interests

Travelling

Photography

Timeline

Manager- User Growth
Freecharge Payment Technologies
10.2020 - 01.2022
AM- Loyalty marketing and CRM
Future Group
05.2018 - 08.2020
Vendor Manager
Naaptol Online Shopping Pvt. Ltd
04.2015 - 04.2018
Management Trainee (Marketing)
Sify Technologies Ltd
05.2014 - 04.2015
SENIOR MANAGER- PAYTM
Paytm
3 2022 - Current
Symbiosis Institute of Telecom Management
MBA (Marketing)
04.2014

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Nivedita SinghSenior Marketing Manager