Aadi Krishna

• Developed new direct-to-consumer (DTC) auto-replenishment and dropship business model capabilities with washing machine manufacturers (GE, LG, Whirlpool, Samsung, etc.), part of a continued effort to strengthen partnerships and mitigate risk (valued at hundreds of millions for the laundry category) • Led eCommerce development with GE on Tide Autodose auto-replenishment platform, which converted a massive 24% of eligible site visitors into subscribers, with expansions planned for more appliances and manufacturers • Partnered with LG to pilot third-party sales of P&G Fabric Care products in their ThinQ Store, with 3MM+ monthly active users, 14% click rate, and 2.5% conversion rate, with 70%+ of revenue coming from an exclusive laundry product bundle SKU • Launched P&G Fabric Care’s largest first-party data strategy via Tide Sweeps, collecting 250K+ email addresses in first year and actively targeting consumers with 30+ awareness, education, and sampling message tracks – including web presence of Tide’s 2021 Super Bowl ad campaign • Led design on smart home kit and mobile app for consumer in-home laundry habits – data findings resulted in millions in cost savings via packaging, sizing, and artwork insights, with continued work ongoing to track out-of-home/shared laundry facility usage • Developed marketing, testing, and CRM strategy for Tide ReLoad detergent auto-replenishment smart tray, and led integration work with Attentive SMS marketing platform to deliver order and status notifications

• Led performance marketing and tech development on 10+ direct-to-consumer (DTC) exclusive startup brands within new organization in P&G Fabric Care, promoting four brands (Bounce Touch-Up, 9 Elements, Tide To Go Wipes, Bounce Pet Sheets) to be sold in-store at retailers, and continued perseverance on four other brands (AIRIA Smart Scent, Tide One Wash Miracle, Tide ReLoad, Tide Shoes) with sustained conversion rate of 4.5% and 130%+ ROAS • Piloted and deployed subscription models for laundry products, including time- and usage-based versions, and integrated the first company-wide data platform to our stores for retargeting and cross-platform acquisition, leading to significant revenue share for subscribed consumers • Led category-wide integration and adoption of BigCommerce platform, including launch of headless checkout website model for cost savings on future DTC brand launches – removing the need for a large time/effort investment into new stores, culminating in the first company-wide ‘how-to-DTC’ playbook • Through recruiting efforts, helped deliver 70%+ conversion rate for P&G interns from University of Michigan into accepting returning roles

• Transformed company-wide consumer comments analytics (call center/social media/online reviews) by launching a one-stop source to obtain insights from 4MM+ comments annually across 80+ brands and 180+ countries, enabling significant annual cost savings • Achieved a 15%+ growth in call center reps’ net promoter score, 4x unique user adoption, 5x faster application speeds, and trained 30+ business teams on new analytics dashboards and tools • Led capability for integrating data stitching across multiple sources, encouraging call center reps to increase consumer satisfaction rating, allowing internal leadership to evaluate call center agency performance, and making insights actionable for brand builders via custom alerting feature

• Promoted to student manager within one year, and to senior student manager within three years • Extensive working knowledge of devices running Windows, macOS, Android, iOS, etc. • In-depth experience with hardware repair on PCs and Macs, as well as troubleshooting, face-to-face consulting, and customer service – obtained certifications to repair Apple and Dell devices • Given clearance to approve high-value departmental transactions, and certification to perform opening/closing operations at both Ann Arbor stores

• Enabled and enforced transition of security compliance via AirWatch for 1000+ Mac computers in corporate network • Deployed an application that analyzed employee software, performance, and media storage to improve response time of internal PC ’trade-up’ program and provided best practices for managing storage space • Created extensive user documentation for new computer setups, hosted on internal website • Presented multiple times to IT upper management regarding progress securing corporate data and overall efficiency

• Week-long immersion program focused on how IT drives business decisions • Case study transitioning entire company from corporate-funded computers to a BYO model • Full case report developed to emphasize areas of marketing, training, and support • Presented to upper-level IT management and was one of four students given internship offer

• Supported 20+ Michigan Medicine inpatient clinics prior to and during go-live of Epic EMR • Attained high user proficiency in Epic software and provided daily support to an entire department of doctors, nurses, and other clinicians • Interfaced between clinicians and development team to submit bugs and improve workflow

• Supported 10+ Michigan Medicine outpatient clinics prior to and during go-live of Epic EMR • Improvements included A/B testing of 1000+ devices in clinics and ensure security clearance for clinicians

• Helped develop UX for an in-house Android application • Application was designed to interpret data from a radiation-detecting microcontroller • Achieved an understanding for quality interaction design and benefits of efficient UX

B.S. in Social Computing Informatics. Minor in Applied Statistics.