Edwin Charles Albert

About Edwin Charles Albert

As marketing technology & Digital Transformation leader I work at the intersection of product, content, marketing, and partnerships to drive growth, especially where problems aren’t clearly defined yet. With experience in building highly scalable and elastic user engagement and retention systems across 130M+ MAUs platforms at Airtel Digital (Wynk Music, Airtel Xstream). Led digital funnel transformation across ToFu ->acquisition → activation → retention using cohorting, experimentation, AI led personalization, and measurement frameworks to drive engagement growth and reduce churn. Strong cross-functional operator across product, analytics, and marketing with deep experience in consumer-scale platformsMarketing Technology & Transformation• Marketing funnel architecture (activation → retention), engagement systems, churn reduction• Cohorting & segmentation strategy to personalize engagement across user types• Cross-functional transformation (marketing × product × analytics × engineering)• Experimentation strategy, growth operating cadence, scaling playbooks across portfoliosMeasurement, Analytics & Decisioning• KPI frameworks for engagement & retention, cohort analysis, segmentation strategy• Measurement and performance review cadence for growth and retention programs • Attribution & performance optimization (platform + business metrics)• Tools: Google Analytics, Tableau, Appsflyer, Firebase, Kibana, MoEngageLifecycle & Personalization• Personalized journeys, triggers, repeat consumption loops• Personalization and recommendation enablement (AI/ML partnership with product + analytics)• Content discovery + merchandising strategy for large-scale consumer platforms

Experience

1. AVP, Head - Content-product, Marketing & Partnerships

   Airtel Digital

   Jun 2024 — Present · Gurugram, IN

   I head marketing, partnerships and revenue growth for Airtel’s entertainment org which comprise of Wynk Music, Airtel XStream Play, Airtel IPTV, XStream Tv(DTH) and Thanks app, a combined MAU of over 180 mn.+ Rebuilt the content & growth strategy for Xstream leading, leading to 250% MAU growth in 3 months.+ Launched AVoD on Xstream +11 mn paid subs on Xstream SVoD+ Subscriber growth of Wynk by 8x in 6 months + Content strategy and user engagement for Xstream and Wynk Music+ Reduced content costs on Wynk by 20%+ Managing partnerships with India’s top content houses and music labels+ Grew Wynk to 80 mn MAU, 4 bn+ monthly streams + Grew direct revenue through segmented content marketing on connected TV by 5x+ Scaled Wynk Studio to 2500 artists, songs and 2bn streams

Education

• Delhi University

  Bachelor of Applied Science (BASc), Theoretical and Mathematical Physics

  2009 — 2012

• St. Stephen's College, Delhi

  French Language Certification

  2011 — 2012

Skills

• Web Content
• Business Development
• Digital Marketing
• Team Management
• Management
• Journalism
• Competitive Analysis
• Creative Writing
• Editing
• Social Media
• Blogging