Product Manager in India

Owned the product design of the yield optimization, publisher API, ad matching, and relevancy modules of the ad marketplace, similar to AdWords, from ideation to launch and ongoing feature enhancements based on customer feedback, competitor analysis, and expected impact.

Designed the below:

• An ad ranking algorithm based on expected yield for native and third-party ad sources and built data pipelines for real-time data processing and optimization.
• And led the development of publisher APIs for traffic acquisition for the web, mobweb, and mobile traffic.
• An ad matching and relevancy module using elastic search, working on initiatives to improve search relevancy, related terms, and negative dictionary through unstructured data analysis.
• And implemented ad-tracking pixel requirements for internal and third-party reporting.
• And implemented logging requirements for system reporting, triaging, and capacity planning.
• An internal triage tool to replicate production behavior step-by-step.

Led key integrations with new partners like Yelp, Yahoo Gemini and supported over 200 publishers for traffic acquisition, reporting, and listing performance. Acted as product and technical liaison with partners for integration issues, influenced partner roadmap and BD/ contract requirements for most value to YP. Led traffic and lead quality tests across key publishers influencing the distribution and BD terms for traffic acquisition with an annual budget of ~$70 million.

Created algorithms for identity deduping, data cleaning, data validation and consumer profile enhancing such
as gender, community, interests etc for consumer big data lake with over 250 million Indian consumer profiles. Created models for the propensity of purchase product categories, interest models based on past purchase information, and lookalike modeling. Validated the quality of data through algorithms and used in marketing campaigns.

Created credit scoring models for Indian consumers without financial history, based on demographics, geo-location, socio-graphics, and digital footprint for over 500+ million underserved Indian consumer market using machine learning algorithms. Led the trial with 2 non-banking financial institutes in India for unsecured consumer/personal loan products.

Led design, development, and trials for AI-based chatbots, for improving customer experience on site by intuitively understanding the customer intent and roadblocks to conversion/ self serve, by real-time predictive analytics of customer journeys. Conceptualized natural language based UI platform to engage customers for increasing conversions and self serve rates on site.

Designed, developed, launched, and analyzed test results for A/B tests for increasing page monetization, Ad CTR, Ad Fill rates, Overall Page CTR and improve ad ranking and optimize ad inventory of YP's SEM performance, subscription, display, and third-party ads sources. I analyzed key metrics like page CTR, ad CTR overall, and by ranking/ sections, overall page yield, CPC, CPM, Clicks/visitor, supply-demand market metrics etc and came up with list of features to test including ad ranking and inventory algorithms ad features like custom links, image quality improvements, ad copy optimization, identify un-monetized traffic, worked with UX teams on page and ad designs for new ad placements, and features, worked with engineering teams to develop and launch the test with test and control buckets and analyzed the test performance by querying data from Hadoop and SQL DBs using Hive and SQL queries. Designed A/B testing framework to allow traffic allocation to multiple tests to be executed simultaneously, and tracking requirements for measuring test bucket performance.

• Led product roadmap, monetization, and go-to-market of AI/NLP platform used by consumer brands, eCommerce companies, and marketing agencies for consumer insights and SEO/SEM/content recommendations.
• Identified product/market fit by customer and competitors research, conducted user interviews and usage analytics,
and working with engineering, UX, sales, and legal teams for MVP launch leading to 200%+ revenue YoY growth.
• Led all aspects of go-to-market, including creating content, paid campaigns, social marketing, direct sales, and SEO on eCommerce marketplaces and eCommerce ecosystems, driving customer acquisition by 600%+.

• Led the concepts, design, and development of NFTs based on Bollywood theme and launched the NFTs on the website, OpenSea, Rarible, and other marketplaces
• Led growth marketing on Twitter and Reddit and built a community on discord
This was my own initiative, as I am passionate about blockchain and Degen.

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I identified the key metrics to track the volume of trades, spread, fees, pool distribution, and other key metrics for the decentralized derivatives exchanged. Furthermore, I built connectivity with back-end Oracles for data aggregation and display. Also, I worked with the UX team to develop charts and trends.