I joined Foxy, a fast-growing beauty marketplace.

I left after building the comms engine for their new AI-powered dermatology platform.

260% Increase in Push Notification CTR

1.5x Improvement in ROAS

100+ Sale Events with 1000+ Brands Promoted

1000+ Daily Orders achieved

When I joined, Foxy was still growing.

4 flash sales

But without any messaging to tell users about it

Customer Acquisition Focus

But not a lot of importance given to repeat purchases

Early-stage comms

No automation yet, every message was sent manually.

Manual execution

6 notifications, 7 days a week, scheduled at the last moment.

My opportunity: To create a system that required less effort and gave more results.

So I built the Engine

I didn't just send notifications. I engineered systems.

WHAT I BUILT

THE IMPACT

Automated lifecycle flows

Welcome → Activation → Retention. Zero manual work.

260%

CTR increase (0.21% → 0.76%)

6 notifications per day, 7 days a week

Across push, SMS, WhatsApp, email, triggered by user behavior.

1.5x

ROAS improvement across campaigns

A/B testing everything

Copy, timing, channels. Data-driven, not gut-driven

1000+

Daily orders driven by automated flows

Bollywood-themed campaigns

Tested trending movie quotes in notifications.

45%

Engagement lift from Bollywood comms

Here's what my comms looked like

PUSH NOTIFICATIONS

For daily sale updates and personalized offers.

SMS CAMPAIGNS

For users with notifications off. Can’t miss a sale.

WHATSAPP CAMPAIGNS

For our High Priority Users, increasing chances of conversion.

I spoke in a voice my users connected with

BOLLYWOOD THEMED NOTIFICATIONS

Result: 45% increase in engagement across all automated communications when we switched to Bollywood movie quotes.

And made every sale feel fresh.

4 sales a month. 4 ways to make noise. Scripted, shot, edited by me.

Low effort, max virality.  Shot & live in 30 mins.

Announced our GOAT sale with an actual goat.

Promoted K-Beauty Sale with trending audio.

Average organic reach per video: 5,000+ users. No paid boost. Just hooks that worked.

 

Then the business evolved.

Foxy moved from marketplace to a dermatologist-led platform

📦

From

Flash Sales

→

👨‍⚕️

To

Dermat Consults

🛍️

From

Products

→

📋

To

Personalized Routines

💳

From

Transactions

→

🤝

To

Relationships

The product evolved. My comms evolved with it.

What I did during the pivot:

₹1 Consultations

Positioned dermatologist access as accessible care, not aspirational. Found and onboarded the right derms.

5,000+

Consultations delivered

First Webinar

Hosted and promoted Foxy’s first educational webinar with a dermatologist.

300+

Leads acquired

100+

Live attendees

Personalized Routines

Built messaging strategy for derm-created skincare routines that users could join, follow, and track in the app.

1,000+

Users joined routines in month one

Then AI arrived.

FoxyRx: AI skin analysis, derm-backed routines, personalized care.

WHAT CHANGED

  • Users could take a selfie, get an AI-powered skin report, and see recommended products and routines.

  • AI analysis became the entry point for derm consultations and personalized care journeys.

  • Free skin analysis positioned as “your first step” into professional skincare.

WHAT I DID

  • Launched comms strategy for AI feature rollout across all channels.

  • Built user journeys to drive adoption: notification → skin analysis → routine recommendation → consultation booking.

  • Integrated AI insights into lifecycle messaging and retention flows.

5,000+

Derm consultations completed

1,000+

AI-recommended routine sign-ups

78%

Completion rate for skin analysis

I didn't just adapt to the pivots.

I helped drive them.

DEC 2023

Joined Foxy

Built lifecycle automation from scratch. Turned hands-on energy into scalable systems.

FEB 2024

The Engine Kicks In

260% CTR increase achieved. 1000+ daily orders driven by automated flows.

APR 2024

First Pivot

Marketplace → Derm-led platform. Onboarded dermatologists, positioned ₹1 consultations.

JUN 2024

First Webinar

Hosted Foxy's first educational webinar. 300+ leads, 100+ live attendees.

AUG 2024

AI Rollout

Launched FoxyRx AI skin analysis. 5,000+ consultations delivered.

NOV 2024

New Chapter

Moved to HiPer team to launch D2C acne-first skincare brand.

What I learned at Foxy

1. Automation isn’t lazy. It’s strategic.

Building systems that scale means you can pivot fast when the business changes direction. I didn’t just set up flows—I built infrastructure that could handle three different business models.

2. Creativity without goals is just art.

I didn’t just make videos. I made videos people saw, clicked, and converted from. Every piece of content had a job: drive awareness, generate leads, or close sales.

3. Adaptability is a skill, not a trait.

Marketplace to derm platform to AI tool—I didn’t just adapt to the changes. I made them work. That’s the difference between executing and building.

Check Out The Rest Of My Journey

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Copywriter at a marketing agency, working on pitch decks, campaign planning, and creative execution.

Going Hyperspeed at HiPer

Helped launch and scale HiPer, a D2C skincare brand, owning influencer marketing end to end.