Arpit Gupta

Experience

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  ICICI Prudential Life Insurance Company Limited

  Apr 2010 - Jun 2011

  Business Partner

  > Recruitment of Insurance Advisers.> Led a team of 22 advisers & helped them in producing business. Arranged training programs for the team.> Accompanied team members on customer visits to support them while selling insurance products.> Informed the team about current incentives being offered, new plans, new schemes and day to day changes to encourage them for bringing more business and achieve targets.> Logging in of Insurance Policies and Coordinating with the underwriting team until policy have been issued.> Co-operated with the advisers in customer services. Show less

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  Sir Ratan Tata Trust

  Nov 2011 - Dec 2011

  Rural Living and Learning Experience

  Project Theme-Impact Assessment of Natural Resource Management under Sukhi Baliraja Scheme implemented in the villages of Washim district, Maharashtra.SRTT is a funding agency for MITTRA(Maharashtra Institute of Technology Transfer for Rural Areas)A development organisation promoted by BAIF.

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  CEAT Limited

  Apr 2012 - Jun 2012

  Summer Intern - Marketing

  Project On Market Penetration Strategy For Two Wheeler Tyres:1. Conducted primary and secondary market research with dealers, distributors & customers in the Urban, Suburban & upcountry markets of Mumbai & Central U.P to gather insights and establish market overview of the tyre industry in the regions. 2. Did competitor analysis to develop understanding of the industry.3. Did an analysis of Brand Perception, Consumer Behavior & factors influencing tyre purchase.4. Developed a Positioning & Advertising Strategy for CEAT Two Wheeler Tyres. 5. Proposed promotions & visibility strategies. Show less

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  USamp

  Jul 2013 - Apr 2014

  Panel Consultant

  • Market Research Feasibility Analysis: Evaluated project feasibility for B2B wholesale and retail clients, ensuring alignment with research objectives and business potential.• Proposal & Pricing Strategy: Developed and presented competitive, profit-optimized proposals, catering to client needs while maintaining market competitiveness.• Client Consultation & Alternative Solutions: Advised clients on optimal research methodologies and provided alternative approaches when feasibility constraints arose.• Vendor Coordination: Engaged with vendors when necessary to facilitate seamless project execution.• Bid Management & CRM Tracking: Logged and managed all bid opportunities, including feasibility, pricing, and projected revenue, using Salesforce CRM for pipeline tracking.• Cross-functional Collaboration: Coordinated with Project Managers to ensure clarity on project requirements and smooth execution throughout the project lifecycle.• Performance Recognition: Recognized as a “Star Performer” in the Global Bid Consulting Team at uSamp for consistently delivering the highest number of bids, maintaining exceptional win rates and turnaround time (TAT). Show less

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  RP TechSoft International Pvt Ltd

  May 2014 - Oct 2014

  Management Associate-CEO's Office

  Consulted and assisted senior management in market research-driven decision-making, identifying opportunities for business expansion. Conducted industry trend analysis in ERP implementation, mobility, and web solutions, providing strategic insights for growth. Led market discovery and competitive analysis to facilitate entry into new markets across India and the Middle East. Formulated Go-to-Market strategies for targeted regions and identified profitable allied business domains to drive sustainable expansion. Show less

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  Idea Cellular Ltd

  Nov 2014 - Sept 2015

  Assistant Manager- Marketing (IRIS)

  • Revenue Growth Optimization: Designed and implemented analytical models to drive revenue growth and improve service recommendations.• Content Recommendation System: Led the conceptualization and development of a content recommendation model for VAS products.• Revenue Uplift & Operational Efficiency: Successfully executed multiple projects aimed at enhancing revenue streams and optimizing IRIS operations.• MarTech & Campaign Automation: Spearheaded the implementation of Campaign Manager and Imagine Integration, streamlining VAS marketing efforts. Show less

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  Tata Sky Ltd

  Sept 2015 - Mar 2021

  Lead PAN India acquisition, engagement, and retention for Tata Sky Mobile App, driving significant growth in app adoption, user engagement, and revenue contribution. Spearheaded data-driven strategies, new acquisition channels, and high-impact campaigns to enhance customer lifetime value. • User Growth & Engagement: • Scaled app registrations & MAUs by 4X, driving digital adoption. • Increased content-viewing subscribers by 2.5X, enhancing in-app engagement. • Boosted monthly app downloads by 46% through targeted campaigns. • Acquisition & Market Expansion: • Launched new acquisition channels (mSales & FSD) to expand user base. • Rolled out a One-Month Free Offer to drive new user adoption. • Executed regional promotions targeting high-potential East & South markets. • Engagement, Retention & Churn Control: • Designed Subscriber Lifecycle Management campaigns to maximize user stickiness. • Optimized the onboarding journey, improving activation rates from installation to login. • Implemented big data-driven notification campaigns, leveraging profile-based targeting. • Developed churn prediction & management models for proactive retention. • Led Jingalala Appiness Offers, a high-impact week-long engagement event. • Revenue & Monetization Growth: • Introduced TVOD (Transactional Video On Demand) on the app, contributing 30% of total movie title sales. • Scaled pack upselling & recharge campaigns, increasing pack sales by 13% and app recharge contribution from 2% to 11%. • Launched Refer & Earn for box acquisitions, driving incremental activations. • 360° Marketing & Partnerships: • Led ATL/BTL, Digital, SMS, and Email campaigns to drive app awareness and engagement. • Enhanced app features based on subscriber research, introducing new capabilities to attract users. • Designed strategic subscription offers (Recharge Offers, App Download Incentives, Content Offers). • Partnered with brands to co-create app download & recharge incentive campaigns. Show less Led subscription revenue growth for Sports, Kids & HD portfolios at a PAN India level, driving product innovation, pricing strategies, and multi-channel promotions to enhance subscriber engagement and revenue. • Product & Pricing Strategy: Developed and launched new product variants such as Make My HD, Regional HD, and All Sports Pack, ensuring a balance of profitability and affordability. • Go-to-Market Execution: Designed and implemented ATL & BTL marketing strategies across digital, on-screen promos, banners, SMS, and outbound channels to increase pack penetration. • Revenue Growth & Channel Expansion: Strengthened alternate revenue channels (FS, mSales, My Offer) by optimizing product and pricing strategies while monitoring key performance metrics. • Subscription Campaign Management: Led segmented campaigns & subscriber offerings through outbound, inbound, and IVR promotions, improving customer engagement and retention. • Process Optimization & Business Restructuring: Spearheaded the implementation of mSales/mService app for seamless up-sell transactions and introduced Unique Price Point Recharges, enhancing sales efficiency. • Record Sales Achievements: • Launched add-on pack upselling through Field Installers, driving over 5 lakh incremental pack additions in a fiscal year. • Introduced “Tata Sky – My Offer” campaign, resulting in 1 lakh incremental pack activations. • Successfully implemented Segmented Channel 100 / Barker Channels, leading to 80K+ incremental HD pack activations through intelligent segmentation and targeted promotions. Show less

  • Senior Manager - Subscriber Marketing

    Apr 2018 - Mar 2021

  • Manager - Subscriber Marketing

    Sept 2015 - Mar 2018
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  HT Digital Streams

  Mar 2021 - Dec 2022

  Growth Lead & AGM - Subscription Marketing

  Led digital subscription growth for Mint Premium & OTT Play Premium, introducing exclusive offerings such as personalized experiences, premium content, curated newsletters, and enhanced content discovery.• MarTech & CLM Implementation: Integrated WebEngage & MoEngage to enable automated, personalized communication via Push, In-App, WhatsApp, SMS, Email, and Onsite channels.• Subscription Funnel Optimization: Designed and executed subscription journeys, leveraging piano.io for paywall personalization and Likelihood-to-Subscribe (LTS) modeling.• Retention & Engagement Strategy: Implemented RFM-based retention models and affinity-based notifications, improving engagement and subscriber retention.• Data-Driven Growth Initiatives: Scaled subscription growth using cohort-based targeting & communication strategies.• Go-to-Market Strategy: Successfully launched new plans and offers, optimizing pricing and positioning based on user segmentation models.• Advanced Segmentation Models:• Affinity-based cohorts – Genre and top percentile-based segmentation.• Recency, Frequency & Monetization (RFM) cohorts for retention strategies.• LTS-driven propensity-based paywalls & differential pricing to maximize conversions.• Curated offers & personalized plans for targeted user segments. Show less

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  JioSaavn

  Dec 2022 - now

  Associate Director - Subscriptions (Consumer Pay)

  As Subscriptions Head, I drive users from the free tier to paid, with Subscription Revenue & Subscriber Penetration as key north star metrics.• Optimized Pricing Strategy: Adjusted long-term plan pricing (12, 6, and 3 months) while reducing monthly pack prices to enhance conversions & boost auto-recurring purchases.• Auto-Renewal Subscriptions: Launched auto-recurring packs, significantly improving retention & reducing churn.• Experiment-Learn-Scale Approach: Conducted small-scale experiments across pricing & offerings, optimizing the subscription model for rapid decision-making.• AI-Driven Growth: Developed a ‘Likelihood to Subscribe’ model to identify high-potential users & working on a ‘Likelihood to Churn’ model for proactive retention.• Profitable Paid Acquisition: Built a scalable & profitable paid acquisition model driving long-term growth.• Shifting from Discounts to Free Trials: Moved acquisition strategy from heavy discounts to free trials, improving funnel quality & long-term retention.• Bundled Subscriptions with Jio Recharges: Partnered with Jio to introduce bundled packs, expanding reach & accessibility.• Family & Duo Subscription Packs: Introduced multi-user plans, driving higher adoption & revenue per user.• CLM-Driven Engagement: Leveraged customer lifecycle management tools to enhance user engagement & retention.• Expanding Acquisition Channels: Added new subscriber acquisition channels—Affiliates, Coupon Networks & E-commerce—scaling paid growth.• Strategic Team Restructuring: Aligned teams with core subscription workflows—Acquisition, Engagement, Retention & BI—while setting key KPIs & guiding metrics. Show less

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  JioSaavn

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  Associate Director - Subscriptions (Consumer Pay)