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Category Management

I have excelled in building and scaling categories of a combined ARR of ₹370 Mn at leading internet startup unicorns like Physics Wallah and Unacademy. I have also made categories cash flow positive in a capital efficient manner. My strategic oversight spans competitive pricing, product placement, and robust marketing channels, ensuring top market visibility. By leveraging market insights and consumer behavior analysis, I have implemented category strategies that optimize growth and achieve profitability for the majority of managed categories on the P&L.

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Here are a few of my contributions across multiple companies around Category Management:


PhysicsWallah - Profitable Ed-Tech Unicorn | Noida, India 

  • Led and scaled the State Digital Business Unit to INR 280 Mn Annual Recurring Revenue, managing a team of 96 (18 direct reports, 78 indirect) and serving 0.65 Mn users, including 85K+ paid subscribers.

  • Exceeded FY'24 Business AOP by 18% and on track to do 55%+ growth in AOP FY'25 through both online & offline

  • Achieved positive cash flow in 3 of 6 categories within 2 years of launch. Remaining categories projected to break even by the end of FY'25.
     

Unacademy - Leading Ed-Tech Unicorn | Noida, India 

  • Managed Govt. Exams P&L portfolio with INR 200 Mn ARR, serving 1.5 Mn learners. Oversaw 70 creators, 15 marketing partners, and content writers with a lean team of 7 to drive growth and operational goals

  • Spearheaded launch of 4 online store SKUs (contributing ARR INR 12M) and an Offline Classroom center in Pune as part of new business initiative

Marketing

My passion for data-driven consumer behavior analysis, combined with his storytelling prowess, forms the cornerstone of his marketing approach. My experience as a freelance content writer and sales has honed my ability to craft compelling narratives that resonate with audiences. By leveraging these skills, I have made significant contributions to marketing strategies and SOPs at Physics Wallah and Unacademy, effectively addressing challenges in awareness, acquisition, product-market fit, and product adoption.

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Here are a few of my contributions across multiple companies around Marketing


PhysicsWallah - Profitable Ed-Tech Unicorn | Noida, India 

  • Improved Organic lead generation by 20% FY-on-FY (Projected) through building new funnels and scaling new ones​

  • Assisted increase in inorganic leads quality boosting inorganic conversions from 13% to 18.5% (funnel level) in 3 months through better campaign messaging, appeal and targeting

  • Spearheaded data-driven GTM initiatives across digital and offline channels to boost DAUs, optimize sales funnel, and drive conversions

Unacademy - Leading Ed-Tech Unicorn | Noida, India 

  • Executed monthly offline GTM events, driving 50+ state toppers and 5000 new learners/monthly to platform

  • Built 1M+ member pool via 50+ top educators and 20+ social media partners in 2 years for Maharashtra category through effective organic marketing and promotions

Product & NPS

As a passionate product and business owner, I collaborates closely with PMs and engineering teams to tackle product challenges in acquisition, retention, and UX. My hands-on approach involves me across the development cycle, from User Stories, BRDs, PRDs to final delivery. At PhysicsWallah and Unacademy, I have contributed to key product features enhancing classroom experience, app engagement, live usage, and result tracking. 

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Here are a few of my contributions across multiple companies around Product & NPS:


PhysicsWallah - Profitable Ed-Tech Unicorn | Noida, India 

  • Improved category’s NPS score from 23 to 64 and reduced uninstall rates by 15% in 6 months by creating strategic SOPs for retention and sharing with support, ecommerce and customer success team

  • Scaled the adoption of Add-on Product 'Select 360' from 11% to 65% through strategic feature development. This lead to an increase in the AOV by 35%
     

Unacademy - Leading Ed-Tech Unicorn | Noida, India 

  • Scaled LMP and Polls product feature adoption by 15% and 20% respectively through ideation & execution with the product, engineering and design team.

Finance & P&L

I have a comprehensive understanding of financial documents like balance sheets, cash flow statements, annual reports etc that allows me to maintain a healthy P&L, manage bottom line efficiently and foresee future investments capabilities​

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Here are a few of my contributions across multiple companies around Finance and P&L


PhysicsWallah - Profitable Ed-Tech Unicorn | Noida, India 

  • Responsible for P&L AOP growth, cost stabilization and profitability while keeping room for innovation. Already achieved positive cash flow in 3 of 6 categories within 18 months.
     

Unacademy - Leading Ed-Tech Unicorn | Noida, India 

  • Responsible for entire topline & major bottom line contributions like marketing, salaries, freelance contracts payout and gross margin for the categories.

  • Led employee cost center taggings, shared vs. nonshared, finance quarterly reviews and brainstorming to maintain a healthy balance sheet.

  • Improved bottom line by 20% in 3 months through tech solutions, bundled products, and revamped incentives.

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