Abishek Prakash

• Managing and optimizing various facets of a newly launched revenue stream (paid subscriptions for News) such as Acquisition, Utilization, Churn:

Acquisition: Onboarded ~2,000 paid subscribers within 1.5 months of product rollout

Utilization: Segmenting users based on behavior, preferences , engagement level and running tailor made campaigns for each cohort to increase utilization across the board

• Lead initiatives resulting in a capture of 15+ previously untracked metrics to provide a comprehensive view of key parameters such as traffic, engagement & article performance
• Deployed article scoring framework resulting in 20% spike in traffic , 35% spike in engagement across the site.
• Reduced the friction points in the 'User Registration' process leading to a 50% growth in registered users (2.1 L -> 3.2L) in 6 months resulting in optimized user tracking / profiling
• 20% increase in personalized article recommendations to users
• Implemented A/B for datawall designs leading to 2x growth in registrations

Startup in the Entertainment space [Unlimited Movies]

Unlimited is a Theatre-As-A-Subscription Service with operations across Tamilnadu, which had raised a seed capital of Rs.1.5 Crores

• Pivoted the business model from a call center to an app-based service reducing the overall workforce by 20%
• Spearheaded the Go-To-Market Strategy for Unlimited Movies – Managed customer acquisition and retention while scaling up the business from 140 monthly active users to 3500 monthly active users (Investors target) in 90 days
• Deployed an Unmanned Customer Acquisition System resulting in overall customer acquisition cost reduction of 32%
• Advanced from a fixed pricing model to a dynamic pricing engine – based on customers preferences and past usage patterns leading to net cashflow reduction of 60% with a 2% increase in lead-sale ratio
• Designed and launched social media marketing campaigns for customer retention and win-back increasing retention by 22%
• Built and lead the customer satisfaction team to improve app performance, which increased app rating from 3.7 to 4.5

FMCG [ Colgate Palmolive (Asia Pacific), Dabur India, Godrej India]

• Built and deployed a scalable Heuristics based Salesman Optimization Framework (using a mix of ABC analysis, XYZ Analysis, Value Movers & R.F.M.C Framework) which provides an outlet level recommendation to the Sales team with the key focus being improvement in ROI.
• Evaluate New product/ brand Launch (Penetration, cannibalization etc)
• Built and deployed wireframes, visualizations using Tableau , Power BI.

F&B [ Pernod Ricard India, ID Group of Restaurants]

• Architected model evaluation framework to track, validate and report model performance to clients
• Set up granular data collecting structure to effectively capture every part of the order workflow
• Recommended operational improvements based on actionable insights derived from analysis of above captured data reducing the overall customer wait time by 50% across all categories
• Alleviated heavy reliance on manual labour for in restaurant ordering process by moving to an app based contact-less system for order placement, tracking & post order payment in an attempt to optimize customer in- restaurant experience and safety in light of the Covid-19 pandemic. Witnessed a 2.5x spike in walk-in % as a result