niharika yadav
As a Team Lead in Retention & Lifecycle Marketing, I bring a highly logical and pragmatic approach to driving measurable results. My ambition fuels a deep concentration on understanding complex user journeys, allowing me to develop insightful strategies and take full accountability for their success. I thrive on dissecting data to optimize performance and achieve ambitious growth targets.
Experience
Team Lead - Retention & Lifecycle Marketing
Junglee Games · Sep 2022 – Present
- Lead end-to-end CRM and lifecycle strategy for a high-scale B2C gaming platform, focusing on engagement, retention, and cost optimization.
- Reduced monthly SMS spend by ~89% (95L to 10L) through lifecycle restructuring, channel prioritization, and cohort-based targeting.
- Improved Push Notification CTR by ~16% by implementing deep cohorting, vernacular personalization, and content relevance optimization.
- Reduced WhatsApp communication costs by ~24% by migrating suitable campaigns from marketing to utility templates using performance insights.
- Designed and optimized automated user journeys including onboarding, inactivity, upsell, win-back, and feedback loops.
- Owned monthly engagement calendars, creative briefs, execution, and post-campaign performance analysis.
- Defined CRM events, triggers, attributes, and cohorts to enable automation and data-driven experimentation.
- Collaborated closely with Product, Design, Analytics, Engineering, and Customer Support teams to align lifecycle initiatives with business goals.
Marketing Associate – CRM & Retention
Otipy · Jul 2021 – Aug 2022
- Executed CRM-led retention campaigns and automated journeys using CleverTap and MoEngage.
- Improved push notification CTR by ~14% through A/B testing on vernacular messaging and timing optimization.
- Reduced customer churn by ~18.1% by targeting inactive users based on wallet behavior and engagement insights.
- Scheduled and managed hourly in-app deals supported by carousel banner placements.
- Analyzed competitor strategies and collaborated with KAM teams to collect user and delivery partner feedback for service improvement.
Management Trainee – Marketing
India Shelter Finance Corporation · Jun 2019 – Nov 2020
- Tracked week-on-week CTR and campaign performance metrics to evaluate marketing effectiveness and growth trends.
- Managed customer feedback and reviews across social and app platforms to support brand trust and issue resolution.
- Supported lead generation initiatives for sales teams through targeted Facebook ad campaigns.
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Education
MBA, Marketing
Gautam Buddha University, Greater Noida · 2014 — 2019
B.Tech, Electrical Engineering
Gautam Buddha University, Greater Noida · 2014 — 2019
Contact details
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What drives their work
The Strategist
You meticulously analyze the current state to chart the most effective course forward.
niharika's superpower
You excel at dissecting complex marketing challenges and engineering innovative, data-driven solutions that deliver significant business impact.
How niharika works
You are best suited for roles that require a blend of analytical thinking, strategic planning, and hands-on execution to drive measurable marketing performance.
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