Pratistha Kamal

- Spearheaded key retention and re-engagement campaigns such as: a) Brand Campaign for Turbo Rummy: Drove high-impact offers on faster gameplay modes, offering luxury prizes (cars, foreign trips, electronics). b) Crorepati Express: Executed a ₹18 Crore campaign involving daily challenges and high-value tournaments, significantly boosting player engagement. c) Salary Specials: Designed and executed salary-week special campaigns to maximize user spending during high liquidity periods. - Launched and managed RummyCircle Insider Loyalty Program for top 25000 players under AB testing: a) The idea to introduce such loyalty program was to increase the ARPU, GPU & RPG of these top 1000 players. The criteria to be a part of this program is Net spends of user(Deposit-Withdrawal) within the top 2500 rank, compiled at the end of the month OR User hits a LP earn threshold of 30,000 in the month (1 LP is earned on every Rs 50 spent on cash games) b) Achieved an ARPU lift of 6.99%, GPU lift of 6.49%, and RPG lift of 8.39% within three months through exclusive benefits, dedicated relationship management, and LP-based rewards. - Initiated and organized offline player meetups for top spenders in Mumbai and Bangalore to drive loyalty and gather product feedback, directly influencing feature development and AB tests. - Led GTM (Go-to-Market) content strategies for new feature launches: a) Sidewins, Turbo Rummy, Mega Table & many more - Developed and optimized multi-channel communication strategies (onsite, offsite, WhatsApp, email) to maximize campaign performance. - Regularly collaborated with Marketing Managers, Product Managers, Brand Designers, and CRM & BI teams for revenue growth discussions, new strategies, and campaign budget optimization.

- Created high-conversion retention content across multiple channels including onsite (overlays, in-app, sidezones) and offsite (push notifications, SMS, WhatsApp, email) for major campaigns like Diwali Rummy Tournament and Sankranti Rummy Tournament. - Led end-to-end product journey content writing for new feature launches (mentioning a few): a) Sidewins: Developed onboarding flow and video scripting for a side-betting feature in Pool Rummy. b) Add Cash Tiles: Content innovation to influence player behavior toward higher-value cash deposits. c) Upskilling Players: Multilingual content (7 languages) to enhance player skillsets and drive engagement. d) Turbo Rummy: Delivered multi-language onboarding and content strategy for faster gameplay tables with variable winning multipliers. e) First-Time User Experience (FTUE): Designed simulator onboarding for new players, improving early-game retention by educating users on gameplay mechanics. - Successfully launched the RummyCircle WhatsApp Channel, growing it organically to 40K+ followers within 5 months through a content-driven monthly engagement calendar (quizzes, puzzles, contests, polls). - Collaborated cross-functionally with Product, CRM, UI/UX, BI (Business Intelligence), and Design teams to align user journeys, campaign strategies, and retention metrics. - Hands-on experience using the in-house CRM tool (EDS platform) for campaign execution and performance monitoring.

- Responsible for conducting live webinars on Zoom with Industrial experts in Conversation Designer Job roles. - Conducted webinars with: a) Conversation design team at Haptic, b) Laurie Bazelmans (AI trainer & Behaviour Designer) at Conversation Design Institute (Amsterdam), c) Megha Narula (Marketing Manager) in Rolling Banners, d) Sarandeep Kaur (Conversation AI Manager) at Novo Nordisk, e) Amit Kumar (CEO & Co-founder) at BotsNext f) Varun Choudhary (COO & Co-founder) at AV Bots. - Planning and strategising on the flow of the discussion, understanding the insights with the industrial experts - Worked on the organic promotion of the webinar via LinkedIn posts, Emails, SMS, Telegram. - Soft selling of Conversation Designer courses via Webinars.

- Contributed to celebrity episodes featuring VVS Laxman and Parineeti Chopra. - Developed a STEAM (Science, Technology, Engineering, Arts and Maths) episode on drones along with Vipul Singh (CEO, AUS Pvt Ltd). - Shortlisting celebrities, researching them, working on the run order and script, deciding CG and non-CG assets, and finalizing costumes for host and celebrity. - Coordinated with third-party agencies to manage communication with celebrity teams, joined creative calls, and gathered key insights about the celebrity for better storytelling. - Identified the core topic of each episode based on life lessons from the celebrity, structured the flow and narrative to ensure strong student takeaways. - Worked with the marketing team to promote episodes across SMS, email campaigns, website banners, educational snapshots from each episode to aid marketing and audience engagement. - Coordinated with internal teams including scriptwriting, production team, logistics, and animation to ensure smooth execution. - Monitored student retention during each episode to derive insights for improving future content. - Research and creative planning for the 'Game of Drones' episode, including DIY ideas & experiments to explain drone concepts effectively. - Structured the transition from Toppr’s YouTube to Byju’s YouTube channel. - Planning content programming for classes 6–8, 9–10, JEE, and NEET with channel managers. Toppr (When acquired by Byju's): - Managed the Toppr Study/DronStudy YouTube channel & grew it from 1.3M to 1.6M subscribers within 4 months. - Led a 10-member team of graphic designers, YouTube operators, analytics professionals & channel managers. - Tracked views, subscribers, etc on a daily, weekly & monthly basis - Content programming based exam seasons, SEO trends & channel analytics. - Coordinated with the marketing & product teams to streamline structured courses, improve engagement & traffic through YouTube.

- Currently Handling 15+ YouTube channels catering to 11th, 12th, JEE, and NEET. - Currently handling a team of 50+ comprising of Channel Managers, Graphic Designers, Video Editors, Subject Matter Experts. - Successfully launched 6 YouTube channels in a span of 5 months. - Growth and Branding of existing and new channels through Views, Subscribers, and View Duration - Setup new processes and re-defined the existing ones for smooth execution and automating most of the manual work. - Connecting with Teachers and Channel Managers for channel growth plan and revenue from YouTube. - Worked on the incentive structures plan for Teachers. - Complete ownership of promotional planning for new series, teacher launch, channel launch. - Worked on the promotional plans for launching sessions of Vidya Balan (Shakuntala Devi), Deepika Padukone, Sonu Sood (Vedantu's Got Talent Finale).

- Worked directly under supervision of Co-Founder of the company Roman Saini. - Branding & Growth of Unacademy YouTube channels through Views and Subscriptions. - PAN India Educator Acquisition and their content management for the channels & Plus. - Integral part of defining process for tracking Educator performance on YouTube in terms of Revenue generation and views, Educator incentives. - Re-defined and structured internal team process for smooth execution of daily work. - Handled 2 one of the biggest YouTube channels Let's Crack UPSC CSE and Let's Crack UPSC CSE in Hindi. - Let's Crack UPSC CSE YouTube channel grew daily average views from 1.5L to 2.5L and daily subscribers from 2k to 3.5k in a span of 2 months whereas Let's Crack UPSC CSE in Hindi YouTube channel grew daily average views from 25k to 1L and daily subscribers from 1k to 3k in span of 2 months. - Educators contributed to 70 Lacs in revenue, through their referrals codes, for Unacademy Plus. - Took ownership of innovative courses that should go live on YouTube, viral videos, combined sessions of Educators. - Scheduling the timings of Educators for daily sessions on YouTube which helped us to garner more views. - Course planning for upcoming events (related to exam), it's smooth execution. - Responsible for maintaining Like/Dislike ratio, CTR, Watchtime, SEO optimization, and scheduling of YouTube sessions. - Shown a growth of CTR from 3% to 4.5% on YouTube Channel. - Maintained engagement with learners through Community posts on YouTube channel, Telegram channels and distribution channels of Educators. - Tracked our performances through weekly review meeting discussing about the growth and what can be done to take it to next level. - Worked on OBS for smooth Studio operation and tools like VidIQ, Keywords everywhere and Canva for smooth YouTube session. - Lead Generation through different social media platforms like YouTube, Facebook, LinkedIn, Twitter, Quora & Telegram.

Coursopedia is the largest Services Company in the E - Learning Domain boasting of a clientele comprising of E - Learning giants like Amity Online, Jigsaw, Simplilearn, AcadGild, Udacity & Talent Edge. - Framed and implemented the sales strategy for the company, working on selling courses ranging from Analytics, Finance to Management. - Trained and managed a team of 8 people for the B2C sales of upskilling courses. - Lead the team to generate revenue of 20L and helped establish the sales process for the company. - Took ownership for client on-boarding and retention for the sales closed. - Worked on the setup of a smooth reporting mechanism for reporting to management and maintained individual progress reports including tracking of Target vs Actual MIS.

UpGrad is one of the biggest E - Learning Companies in the upskilling industry. As a Chief Admission Counselor: - Worked as the Chief Admissions Counselor to build the sales pipeline, close sales, ensure payments and conduct training. - Trained and nurtured a team of 8 and generated revenue of approx. 1 Cr. - Headed training program for new employees and trained them for building, developing and closing sales. - Created and maintained reports on Salesforce CRM to ensure a smooth reporting process. Worked to set templates for better capturing of target vs actual.

Plash Digital Media is a digital marketing company responsible for Ad campaigns and In-House CRM. As a Business Development Manager: - I was responsible for generating leads via cold calling, blogs, YouTube videos. - Handled a small team of 2 people as the company size was 15 employees. - In-House CRM marketing, blog writing, handling live chat along with zendesk queries. - Generating Revenue for CRM through face to face counselling and Tele-dialing was one of the main KRAs.

- Implemented the strategy for new customer acquisition by providing counseling over phone, email and face to face queries. Generated total revenue of 56L over 17 months. - Trained and nurtured a sales team of 3 to generate revenue of 25L over 3 months. - Worked on Customer Relations by staying in constant touch with the existing customers and ensured that their expectations from Byju’s were met. - Created and maintained reports and databases using Leadsquared (CRM) software to ensure smooth operations with existing customers. - Implemented various marketing and outreach campaigns including email campaign, SMS and Social media campaigns.