Available to hire
I am a Senior CRM and Marketing Automation Specialist with 5+ years of experience delivering customer-centric, data-driven marketing technology solutions across large, complex organisations. I excel at leading cross-functional teams, prioritising MarTech initiatives, and translating business and customer needs into scalable platforms, journeys, and roadmaps.
I have a strong background in Salesforce Marketing Cloud, lifecycle marketing, agile delivery, and stakeholder management, with a customer-obsessed mindset aligned to enterprise environments such as financial services. I thrive on turning insights into action, designing personalised campaigns, and collaborating with product, data, and CX teams to deliver high-impact MarTech outcomes.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Hindi
Advanced
Work Experience
Marketing Automation & Experience Advisor, Contractor at Beyond Blue
May 31, 2024 - July 13, 2025Developed and delivered digital campaigns promoting mental health services reaching over 1 million Australians and boosting awareness by 35%. Collaborated with UX and development teams to improve website journeys, reducing bounce rate by 27%. Managed CRM-driven customer communications for national campaigns including copywriting and data integrity using Salesforce Marketing Cloud. Utilized analytics and A/B testing for campaign optimization. Enhanced engagement by 15% through personalized lifecycle marketing with SFMC automation and insights.
Digital Marketing & Customer Lifecycle Lead at MEGT Australia
April 30, 2023 - July 13, 2025Led multi-channel marketing campaigns increasing student acquisition by 37% YoY. Owned SEO roadmap and optimized web journeys, resulting in 44% increase in organic traffic and 23% lift in lead conversions. Managed $0.5M annual paid media budget; reduced CPA by 18% via audience segmentation and real-time bidding. Rolled out automated email journeys improving retention by 29%. Led content production aligning messaging with brand persona. Guided a website UX revamp which contributed to 20% uplift in lead conversions.
Digital Campaign Lead at 77 million
September 30, 2021 - July 13, 2025Managed client communications and campaign reporting ensuring clear and jargon-free messaging across digital platforms. Collaborated on brand strategy and campaign rollouts for fintech and health clients. Worked closely with creators and editors to maintain consistency and drive innovation. Achieved a 20% increase in lead conversion through CRM strategy overhaul.
Product Manager at Bharti Airtel
September 30, 2018 - July 13, 2025Developed broadband product strategy and lifecycle management. Managed ATL/BTL brand campaigns, product launches, customer communications, and loyalty programs. Led campaigns driving customer acquisition and retention across SMS, email, and app notifications. Oversaw regional CRM strategy with content creation and segmentation for over 5 million customers. Owned product roadmap and go-to-market for broadband consumer and B2B services. Delivered a 25% increase in B2B broadband sales via targeted lifecycle campaigns.
Product Manager at Netcore Solutions
September 30, 2015 - July 13, 2025Collaborated with clients to define CRM tool features. Launched AI-driven segmentation engine that improved campaign conversion rates by 30% and boosted client engagement. Conducted competitor benchmarking and led sprint planning with development teams.
Product Marketer at Vodafone India
March 31, 2014 - July 13, 2025Created lifecycle campaigns for prepaid and postpaid segments. Led go-to-market for new plans and features using a data-driven approach. Increased recharge frequency by 20% in targeted customer segments. Delivered CRM insights and reporting to inform campaign performance and senior management engagement. Collaborated with Martech, sales, and CX teams for streamlined campaigns and feedback.
Marketing Automation & Experience Advisor, Contractor at Beyond Blue
May 31, 2024 - July 13, 2025Developed and delivered digital campaigns promoting mental health services reaching over 1 million Australians and boosting awareness by 35%. Collaborated with UX and development teams to improve website journeys, reducing bounce rate by 27%. Managed CRM-driven customer communications including copywriting and stakeholder collaboration. Utilized Salesforce Marketing Cloud for personalized email journeys and lifecycle marketing, increased engagement by 15%. Applied analytics and A/B testing to optimize campaign elements. Delivered sensitive and human-first responses through digital channels, monitored engagement and recommended journey improvements.
Digital Marketing & Customer Lifecycle Lead at MEGT Australia
April 30, 2023 - July 13, 2025Led multi-channel marketing campaigns to increase student acquisition by 37% year-over-year. Owned SEO roadmap and optimized web journeys achieving a 44% increase in organic traffic and 23% lift in lead conversions. Managed advertising campaigns across Google and social media with a $0.5M annual budget, reducing CPA by 18% through audience segmentation and real-time bidding. Implemented automated email journeys improving user retention by 29%. Directed content production aligning messaging with evolving brand tone. Led website UX revamp contributing 20% increase in lead conversion.
Digital Campaign Lead at 77 million
September 30, 2021 - July 13, 2025Managed client communications and campaign performance reporting for fintech and health clients. Delivered jargon-free messaging across client-owned digital platforms. Collaborated on brand strategy and campaign rollout. Coordinated with creators and editors to ensure consistency and innovation in deliverables. Improved lead conversion by 20% through CRM strategy overhaul.
Product Manager at Bharti Airtel
September 30, 2018 - July 13, 2025Developed product strategy and lifecycle management for broadband portfolio. Managed ATL/BTL brand campaigns, product launches, customer communications, and loyalty programs. Led customer acquisition, retention, and upsell campaigns via SMS, email, and app notifications. Directed regional CRM strategy, content creation, and audience segmentation managing marketing operations for 5M+ customers in fast telecom markets. Owned product roadmap and go-to-market strategy for consumer and B2B broadband services. Achieved 25% increase in B2B broadband sales through targeted lifecycle campaigns.
Product Manager at Netcore Solutions
September 30, 2015 - July 13, 2025Collaborated with clients to define CRM tool features and led launch of AI-driven segmentation engine improving campaign conversion rates by 30%. Conducted competitor benchmarking and led sprint planning with development teams.
Product Marketer at Vodafone India
March 31, 2014 - July 13, 2025Created lifecycle campaigns for prepaid and postpaid segments. Led go-to-market for new plans and features using a data-led approach. Increased recharge frequency by 20% in targeted low-ARPU customer segments via personalized offers. Delivered insights and reporting across CRM tools to inform campaign performance and support executive-level engagement. Collaborated with martech, sales, and customer experience teams to improve handoffs and feedback loops.
Email Marketing & CRM Specialist (Contract) at L'Oréal Australia
September 1, 2025 - December 1, 2025Built and deployed personalised eDMs and SMS leveraging SFMC across Luxury brands, ensuring brand consistency and strong CX. Supported end-to-end development and execution of lifecycle projects within Salesforce Marketing Cloud. Managed segmentation, dynamic content, and testing plans to improve engagement and conversion. Partnered with CRM, eCommerce, Data, and Brand teams to align email programs with campaign calendars and customer journeys. Supported reporting across GA4, CRM, and email platforms, delivering insights to optimise targeting, cadence, and creative. Contributed to the improvement of email templates, automations, and data structures to enhance scalability. Maintained governance, QA, and risk controls across campaigns, ensuring accuracy, compliance, and platform stability. Collaborated with multiple stakeholders supporting the development and delivery of loyalty programs, value propositions, and engagement initiatives.
CRM & Marketing Automation Adviser (Contract) at Be YOU, Beyond Blue
December 1, 2023 - May 1, 2024Created and optimised EDM & SMS campaigns using SFMC catering to educators, improving engagement with mental health programs. Owned the vision and execution of personalised lifecycle journeys across acquisition, onboarding, engagement, and reactivation stages. Partnered with Product, Data, and CX teams to prioritise backlogs, manage dependencies, and deliver high-impact MarTech outcomes. Acted as SME for Journey Builder, segmentation, automation logic, and CRM data usage, ensuring scalable and compliant implementations. Implemented A/B and multivariate testing frameworks across subject lines, CTAs, and timing using GA4 & SFMC insights. Presented progress, insights, and recommendations to senior stakeholders, influencing prioritisation, optimisation and investment decisions. Supported agile delivery with sprint planning, stand-ups, retrospectives, ensuring measurable customer value is delivered.
Digital Marketing & Customer Lifecycle Lead at MEGT Australia
October 1, 2021 - April 1, 2023Led MEGT’s full website redevelopment, shaping UX/IA, CRM integration, SEO, content marketing, data-layer setup and end-to-end UAT. Managed always-on targeted customer communications & campaigns across multiple channels, including email, PPC, social, and blogs. Designed automated lifecycle journeys with advanced segmentation and personalisation, boosting email conversion by 27%. Developed high-value content (customer stories, blogs, gated assets) driving traffic and leads. Owned weekly/monthly reporting and conducted deep-dive analysis on customer cohorts and behaviours and measured performance (conversion, CAC, LTV and retention) to continuously improve marketing activity and ROI. Collaborated with creative and media agencies and internal teams to ensure timely, on-brand, and customer-focused campaign execution. Led end to end campaign execution from briefing through to delivery, post campaign review and implementing test-and-learn to improve CRM strategy and campaign operations.
Digital Campaign Lead at 77 million
April 1, 2019 - September 1, 2021Managed multi-channel campaigns (email, social, web) and delivered reporting insights aligned to client KPIs. Coordinated with creatives & product teams to develop customer-centric content and segmentation strategies. Monitored client satisfaction and proactively addressed concerns to strengthen long-term relationships. Key achievement: CRM strategy overhaul increased lead conversion by 20%.
Product Manager at Bharti Airtel
October 1, 2015 - September 1, 2018Led lifecycle communications and CRM campaigns across 5M+ customer base (email, SMS, app). Owned end-to-end GTM, customer journeys, acquisition and retention programs, improving upsell & recharge conversions. Partnered with martech teams on CRM integrations and campaign automation improvements. Key achievement: Delivered 25% lift in B2B broadband sales through targeted lifecycle journeys.
Product Manager at Netcore Solutions
April 1, 2014 - September 1, 2015Launched B2B email campaigns and co-developed CRM features with the product & engineering teams. Designed automation flows across acquisition, onboarding, and upsell. Supported development of an AI-driven segmentation engine to improve targeting. Key achievement: AI-driven segmentation improved campaign conversions by 30%.
Product Marketing Manager at Vodafone India
January 1, 2013 - March 1, 2014Developed and delivered GTM & lifecycle campaigns for prepaid & postpaid segments using data-driven targeting. Created reporting frameworks to highlight customer behaviour trends. Key achievement: Boosted recharge frequency by 20% in targeted segments.
Education
Master of Business Administration at Symbiosis Institute of Telecom Management, Pune, India
January 1, 2008 - December 31, 2010Bachelor of Engineering at Maharaja Sayajirao University, Vadodara
January 1, 2003 - December 31, 2007Master of Business Administration at Symbiosis Institute of Telecom Management, Pune, India
January 1, 2008 - December 31, 2010Bachelor of Engineering at Maharaja Sayajirao University, Vadodara, India
January 1, 2003 - December 31, 2007MBA at Symbiosis Institute of Telecom Management, Pune, India
January 1, 2008 - January 1, 2010Bachelor of Engineering (Electrical) at Maharaja Sayajirao University, Vadodara
January 1, 2003 - January 1, 2007Qualifications
Salesforce Certified Email Marketing Specialist
January 11, 2030 - April 23, 2026Salesforce Certified Administrator
January 11, 2030 - April 23, 2026Product Scrum Master (CSPO)
January 11, 2030 - April 23, 2026Product Management Advanced from RMIT
January 11, 2030 - April 23, 2026Industry Experience
Education, Healthcare, Telecommunications, Non-Profit Organization, Software & Internet, Professional Services, Media & Entertainment, Financial Services
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
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