Upasana Ghosh
Martech Strategist | ET BrandEquity 30under30 | Customer Engagement & Retention
- Role
- Manager Crm at Wakefit
- Location
- Bengaluru, KA, IN
- LinkedIn followers
- 500 followers
About Upasana Ghosh
Marketing Professional, having experience in growth start up. Owned the P&L and OKR for Retention Marketing. Have worked in Customer Lifecycle Management, Loyalty Programs, New Product Launches, Cross-sell and Up-sell programs. Planned personalized customer segmentation based Marketing Campaigns and calendars via A/B tests, customer research and market insights.An MBA graduate from Indian Institute of Management, Nagpur with Marketing specialisation having skills in business analysis and development, marketing and communication planning, go-to-market strategy, digital marketing, sales strategy, consulting and project implementation. I have demonstrated experience of working in vivid national and international projects in different industries like FMCG, Food and Beverage, FinTech, Financial and Banking Services, NGO, MSME - Manufacturing, Public Administration and Govt Services. I also have experience of working with tools like SPSS, Excel, CRM tools, Moengae, Gupshup, Interakt, WhatsApp Marketing tools, FB Ads, etc.
Experience
Manager Crm
Sep 2022 — Present
Owned customer growth and repeat revenue charter, driving improvements across Monthly Active Customers (MAC), repeat rate, and category penetration, contributing ~5% of total company revenue at 30+ ROI across mattress, furniture, and home accessories. Led targeted reactivation and retention initiatives, using promotional and incentive-led interventions to deliver a 10% uplift in repeat orders. Designed and executed lifecycle-growth strategies (browse, cart, post-delivery, replenishment), contributing ~50% of CRM revenue through behavior-led journeys. Partnered with category, product, and tech teams to improve on-site discovery, recommendations, and nudges - driving +10% CVR and +7% category-to-PDP movement. Hyper-Personalization: Increased CRM revenue by 10% through chatbot-driven, user behavior-based campaigns. Recognized with ExtraMiler & Spot Awards and ET BrandEquity’25 award-winning MarTech initiatives.
Education
Indian Institute of Management Nagpur
Master of Business Administration - MBA, Marketing/Marketing Management, General
2018 — 2020
Rani Laxmi Bai Memorial School (R.L.B.)
12th, Science
2009 — 2011
Bharati Vidyapeeth University College Of Engineering, Pune
Bachelor of Technology (B.Tech.), Chemical Engineering
2011 — 2015
St Dominic Savio College
10th, Science, Maths and Computer
1997 — 2009
Skills
- Microsoft Office
- Teamwork
- Powerpoint
- Microsoft Excel
- Research
- Chemical Engineering
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