Rishav Goel

● Conceptualized global website customer acquisition strategy; led to 50% rise in daily signups (3.2k in Q2’22 vs 1.6k in Q3’21) - Ideated and launched ‘waitlist referral program’ for expansion countries (India & Brazil) resulting in 40k+ signups in one month - Positioned website communication as “Finance Super App” leading to 34% rise in visitors (7.1mn in Q2’22 vs 5.3mn in Q3’21) - Led performance marketing initiatives by collaborating & negotiating deals with 50+ corporate affiliate partners across Europe ● Formulated SEO strategy for Remittance product across 25 countries resulting in increase in non-branded organic traffic by 27% - Improved SERP ranking by 60% by optimizing for high-volume keywords through website audit and competitive benchmarking - Ideated landing page creator tool (creating 50 LPs/day) for having individual LPs for 1500+ top currency exchange corridors ● Outlined strategy to improve Website User Experience resulting in 11 points increment in NPS score - Conducted technical audit to identify and resolve over 50+ bugs on website improving loading speed from 2.1s to 1.3s - Introduced vernacular language in 6 country’s website by identifying consumer needs through NLP on Customer Support Chat

● Identified opportunities to improve consumer journey & shopper experience on E-Commerce platforms - Addressed changes in consumer needs by rebranding Shampoos as “Silicon Free” resulting in increased CVR by 24% - Benchmarked “Brand Store” of D2C Brands & conducted A/B test to optimize Colgate Store resulting in 18% higher page views ● Responsible for delivering ₹15 cr. of annual zonal sales by managing 4 distributors & planning workings of 24 salesmen - Ideated (in collaboration with McKinsey) the functionalities of B2B Ordering App & led the subsequent launch in the Zone - Improved range selling (+2.2 avg. SKU) by starting visibility program after analyzing competitor’s brand engagements ● Assisted in Brand & Product Launch of “Ajax Wipes” by defining the value proposition, consumer journey, & marketing theme - Led the engagement with external agencies to conduct market research & devise the communication messages

● Fostered long term relations by proposing capital raising strategies with 15+ technology clients during tepid market sentiments - Secured additional banking fees of $4mn by developing robust solutions & pitching proactively resulting in 2 debt issuances - Analysed financing trends of clients to optimise their cashflows by issuing both debts at 0.25% lower interest ($7mn savings) ● Devised & executed end-to-end acquisition strategy for Vedanta by selling Equity Convertible Bond of $2.1bn - Lead analyst managing team of 3 for execution of London’s largest bond issue of 2017 allowing 8% stake in Anglo American - Collaborated operations between Legal, Debt Sales team & investors resulting in 1.8x subscription of the bond ● Formulated capital raising proposals for 14 financial companies with poor share performance due to Brexit uncertainties - Closely liaisoned with clients to propose the action plan for raising $750mn in debt which met credit rating requirements - Understood the business needs of clients to fast-track execution of raising debt within 3 weeks (vs. avg. of 5 weeks)

● Designed research study to understand pricing strategy for $14mn line extension of a global beverage company - Conducted conjoint analysis to recommend 6% price increase resulting in additional revenues of $3mn in 2 years ● Proposed product positioning strategy for new launch of a global cigarette company by identifying perception of 25 brands - Conducted correspondence analysis using R to propose positioning based on “value for money” & “trendy” attributes