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Category Management

Manish has successfully created & scaled categories to an ARR of ₹370 Mn at leading internet startups Unicorns like Physics Wallah and Unacademy. Leveraging his strategic oversight, he has driven competitive pricing, efficient product placement, and robust affiliate networks and marketing channels to ensure superior market visibility. With a keen focus on market dynamics and consumer behavior, Manish has implemented successful category strategies, resulting in optimized growth processes and achieving profitability on the P&L for majority of the categories.

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


PhysicsWallah - Profitable Ed-Tech Unicorn | Noida, India 

  • Scaling and leading the State Digital Business Unit P&L of ARR INR 170 Mn, a team of 89 members (18 direct & 71 indirect), 0.60 Mn users (70K+ paid)

  • Exceeded FY’24 Business AOP by 18%, achieved 17.6%, 21.4% and 11.2% positive cash flow in 3/6 categories within 1.5 years of inception. Remaining 3 to breakeven/turn profitable by end of FY'25​
     

Unacademy - Leading Ed-Tech Unicorn | Noida, India 

  • Responsible for Govt. Exams P&L portfolio of ARR INR 200 Mn, 0.15 Mn learners, 70 creator & 15 marketing partners & content writers with a team of 7 to drive business goals across growth & operation

  • 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

I have a passion for understanding consumer behavior and mindset through data, and he excels at crafting compelling narratives. Early in his career, he honed this skill as a freelance content writer on Fiverr for a year. His sales experience taught him how people think, while writing taught him how to tell a story. By combining these two skills, Manish has significantly contributed to marketing strategies and SOPs, addressing challenges such as awareness, product-market fit, and product adoption at Physics Wallah and Unacademy.

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


PhysicsWallah - Profitable Ed-Tech Unicorn | Noida, India 

  • Managed extensive portfolios with complex P&L responsibilities, ensuring that financial targets were consistently met or exceeded through data-driven decision-making and rigorous financial oversight 

  • Overachieved Business Growth AOP by 18% for FY’24; On track to achieve 55% growth in FY’25​

Unacademy - Leading Ed-Tech Unicorn | Noida, India 

  • Devised & executed key online/offline GTM activities on a monthly basis like seminars, interviews, scholarship & engagement events, quiz, infotainment content etc. leading to 50+ rankers for the state and 20,000+ new learners on the platform

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

Product & NPS

Working on product has always been exciting for Me. As a product & business owner, I collaborate with PMs & engineering teams to brainstorm, ideate, and address product challenges related to acquisition, retention and UX. With notable experience and knowledge in bringing product features to life, I like to stay involved in everything from User Stories, PRDs to final delivery. During my time at PhysicsWallah & Unacademy, I have worked on product features related to classroom experience, app engagement, live usage, & result tracking. I have also assisted in creations of several business and data trends dashboards as a part of in-house feature creations.

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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 tea

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 

  • 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%

  • Achieved 17.6%, 21.4% and 11.2% positive cash flow in 3/6 categories within 1.5 years of inception. Remaining 3 to breakeven/turn profitable by end of 2025
     

Unacademy - Leading Ed-Tech Unicorn | Noida, India 

  • Responsible for major bottom line costs like marketing, salaries, freelance contracts payout and gross margin for the categories.

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