A Little About Me
Telling stories was my first obsession (still is). Entering the marketing world just gave me the tools I needed: copy, strategy, creatives, communications, customer journeys, content creators and everything in between.
I have 4+ years of blending brand strategy, creative direction, performance marketing, and communication into one big, cohesive plan that delivers results.
I am 26, based out of Delhi and eager for opportunities that let me do more of the same. Outside work, I’m usually cracking a joke, keeping things light, and staying stubbornly curious.
What I Have Worked On
QUICK RECAP
What Have I Been Up To
From Copywriter to Brand Strategist at Turning Ideas Into Reality at Crafting Innovative Marketing Strategies at | CupShup
Leveling Up at CupShup
India’s leading integrated marketing agency fusing offline experiences with digital amplification for measurable, viral campaigns, where I progressed from copywriting to full-cycle brand strategy and activation.
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 in full growth mode.
Marketing Manager at India’s personalized beauty & skincare marketplace app, leveraging omni-channel strategies (push, email, in-app) to skyrocket engagement, CTR, and conversions while helping launch HiPer, a new acne-first skincare brand.
Snapshot
Here's everything I handled at Foxy
- Shaped sale identities and themes for app-wide skincare events.
- Owned in-app and lifecycle comms: six notifications a day, seven days a week.
- Worked on social ads, repeat offers, derm onboarding, webinars, routines and AI flows.
Achievements
metrics that help me know i made an impact
- Increased push notifications CTR by 260% (0.21% to 0.76%) and enhanced open rates across WhatsApp, SMS, and email
- Engineered automated event-triggered flows. driving Foxy’s daily order volume to 1k+
- Orchestrated full-funnel marketing campaigns from ideation to deployment, achieving 1.5x improvement in ROAS
Foxy loved doing sale events
In fact, when I had joined, Foxy used to have 4 sale events a month to keep things fresh on the app. That’s 1 event every week. To make sure that each event was successful, I made sure we announced each sale in a new and fresh way! Below this, you will find some of our sale announcements -ideated, scripted, shot and edited by yours truly.
Low effort, max virality. I shot this in my kitchen and had this edited and live within 30 minutes.
7K+ People Reached | 162 Organic Likes
What better way to announce our GOAT sale by literally bringing a goat into the picture?
4.9K+ People Reached | 72 Organic Likes
One of my first videos to help promote our K-Beauty Sale on Foxy.
4K+ People Reached | 243 Organic Likes
When users installed the app, I was ready
Or more accurately, my communication was. Notifications, Whatsapps, SMSes… there was no way any user from Foxy was missing out on the sale!
Daily notifications to inform users about sale offers!
SMSes for users who have turned off notifications
WhatsApps for our High Priority Users
Maintaining Repeat Was Also Important
Acquiring new users through ads and promotional comms can be expensive. Targeting your old, loyal users on the other hand, yeilds great results. At Foxy, the goal was always to have more repeat orders than new orders. Here are some of my ads that targeted repeat users and achieved great CACs and ROIs.
A shoutout to all the employees of Foxy, who willingly (or at times, unwillingly) took out the time to feature in my videos. Without their contribution (and the multiple takes they provided during the shoot), these videos would have been impossible to bring to life.
Repeat user on Foxy? Enjoy an EXTRA 10% OFF on your next order, only on Foxy!
CAC: ₹300 | Duration: 1 Month | ROAS: 4X
Hate pre-made combos? Why not make your own combo on Foxy @ just ₹999
CAC: ₹300 | Duration: 1 Month | ROAS: 4X
Whenever you purchase something on Foxy, you get Cashback that you can claim on your next order!
CAC: ₹300 | Duration: 1 Month | ROAS: 4X
Then I went one step ahead... to Bollywood!
While sending my daily notifcations, I decided to expierment with some trending bollywood movie quotes. I noticed that these notifcations had a higher CTR, so I revamped all our communication to be bolllywood themed for while. The results? A 45% increase across all our automatedcommunications!
Soon, we made a pivot into a new direction
Foxy didn’t just want to ship skincare. The goal was to make dermatologist care actually accessible, not aspirational. To help achieve this, I helped find and onboard the right derms, and then announced their arrival with a killer proposal: Get a dermatologist consultation at just ₹1
My first major campaign at Foxy, where I promoted, organized, hosted and conducted our first Webinar
Leads Acquired: 300+ | More than 100+ Attendees
(that’s 1 in every 3 people)
We had started bringing on dermats and creating unique routines with them for our users.
More than a 1000 users joined our routines in the first month of them going live.
Think dermatologists are expensive? Not on Foxy, where you can get consultation from a dermat at just ₹1
5000+ Consultations Provided
...and my notifications were ready for our users
I was there when AI took over
My first major campaign at Foxy, where I promoted, organized, hosted and conducted our first Webinar
Leads Acquired: 300+ | More than 100+ Guests
We had started bringing on dermats and creating unique routines with them for our users.
More than a 1000 users joined our routines in the first month of them going live.
Think dermatologists are expensive? Not on Foxy, where you can get consultation from a dermat at just ₹1
5000+ Consultations Provided
...and so were my comms!
Foxy didn’t just want to ship skincare. The goal was to make dermatologist care actually accessible, not aspirational. I helped find and onboard the right derms, and then turned their expertise into routines people could join, follow and track straight from the app.
Building HiPer: High Performance Skincare Our own D2C Brand Acne-First Skincare |
I joined Foxy in December 2023, when it was a skincare marketplace running aggressive sales. Over time, it became a derm-led routine app and then an AI-powered skin analysis platform. I stayed through all of it.
Snapshot
Here's everything I handled at HiPer
- Set up basic comms: order confirmations, shipping, delivery, cart abandon, winbacks.
- Worked closely with marketing to script and direct influencer reels that doubled as ads.
- Helped shape how the brands spoke about acne, routines and results across touchpoints.
Achievements
metrics that help me know i made an impact
- Increased push notifications CTR by 260% (0.21% to 0.76%) and enhanced open rates across WhatsApp, SMS, and email
- Engineered automated event-triggered flows. driving Foxy’s daily order volume to 1k+
- Orchestrated full-funnel marketing campaigns from ideation to deployment, achieving 1.5x improvement in ROAS
HiPer soft launches on Foxy
To introduce the product into markets, users who were ordering on Foxy would get a HiPer Mini for free! Around 25% users who received a HiPer Mini placed a repeat order as well!
We had our own website as well!
(Website copy, chatbot, product cards, written and designed by yours truly.)
We went big at Broadway!
My first major campaign at Foxy, where I promoted, organized, hosted and conducted our first Webinar
Leads Acquired: 300+ | More than 100+ Guests
We had started bringing on dermats and creating unique routines with them for our users.
More than a 1000 users joined our routines in the first month of them going live.
Think dermatologists are expensive? Not on Foxy, where you can get consultation from a dermat at just ₹1
5000+ Consultations Provided
Check Out The Products
My first major campaign at Foxy, where I promoted, organized, hosted and conducted our first Webinar
Leads Acquired: 300+ | More than 100+ Guests
We had started bringing on dermats and creating unique routines with them for our users.
More than a 1000 users joined our routines in the first month of them going live.
Think dermatologists are expensive? Not on Foxy, where you can get consultation from a dermat at just ₹1
5000+ Consultations Provided
Then we went all out with influencers!
My first major campaign at Foxy, where I promoted, organized, hosted and conducted our first Webinar
Leads Acquired: 300+ | More than 100+ Guests
We had started bringing on dermats and creating unique routines with them for our users.
More than a 1000 users joined our routines in the first month of them going live.
Think dermatologists are expensive? Not on Foxy, where you can get consultation from a dermat at just ₹1
5000+ Consultations Provided
Then we started bringing HiPer AI to life!
Being Flawless At Foxy
From going viral on Social Media to setting up automated connections that caused a 20% increase in daily orders at 0 cost, find out about my journey at Foxy
Going Hyperspeed at HiPer
6 months, 1 brand new D2C brand. Here’s how we hit 100 daily orders just half a year after starting
Feeling Boho at Boho Botanist
From managing influencers to reviving sales, here’s what I did at Boho
Hustling at CupShup
1 AM Meetings. 1 Day Deadlines. 100% Success.