Sunil Kumar

About Sunil Kumar

With hands-on experience across the growth spectrum—from SEO and acquisition to retention and in-app personalization—I specialize in crafting high-impact user journeys and conversion strategies. At the intersection of data, design, and behavior, I’ve led A/B testing programs, designed behavioral workflows, and built targeted CRM campaigns (SMS, push, WhatsApp) that significantly boosted key KPIs like CTRs, MAUs, and repeat user conversion. My work combines deep analytical insights (GA4, Clarity, Adobe Analytics) with scalable automation (Power BI, Python), and I thrive in cross-functional environments where experimentation meets execution.

Experience

1. Web Analyst

   Techmagnate - A Digital Marketing Agency

   May 2024 — Present · South Delhi, IN

   Managed end-to-end lead generation and purchase-focused A/B test execution for finance, health care, and e-commerce industries. Achieved 60% experiment success rate, 100% lead increment and 15% AOV increase in campaigns. Analysed A/B tests performance to take clients approvals, test prioritisation, and opportunities presentation to clients. Created A/B test hypothesis repositories specific to industries, experiment trackers, and development process flows. Developed multi-channel user journeys (SMS, Email, Push, In-App, WhatsApp) using behavioural triggers and dynamic personalisation logic, which increased MAU by 26% and KYC completion by 7% for critical conversion funnels. Reduced cart abandonment by 30% by testing monetary incentive, clear intent matching by addressing anxiety with USP integration and optimising UI based heatmap, session recordings and conversion heuristic analysis of the page. Achieved +65% repeat users over 3 months through in-app personalisation strategies using event triggers to enhance user retention, KYC completion, and proactively reduce churn through loyalty nudges and milestone rewards. Conducted user behaviour analysis using advanced tools (VWO, GA4, Adobe Target) and implemented GTM tracking for scroll percentage and custom dimensions like form completion stages, OTP verified leads.Analysed RFM segments to personalise the journey for cross-selling and repeat purchases, increasing CLTV and ARPU. Increased Push CTR by 40% using CDP for audience segmentation, enabling hyper-personalised and high-engagement. Created pre-sales decks for new client acquisition with CRO audits, ROI calculations, effort roadmap and expected results. Developed automated reporting using Python and Google App Script, providing RCA for project performance audits. Created project-specific dashboards using Power BI and Data Studio to be used for client’s data requirements and reporting

Education

• Sri Guru Nanak Dev Khalsa College

  Bachelor of Commerce - BCom

  2017 — 2020

• Indian Institute of Management, Sirmaur

  Master of Business Administration - MBA

  2020 — 2022