ShivaTeja Alampally

• YOY 30% growth in overall topline while maintaining positive CM0 & CM1 (Contribution Margin)
• Turned into an IC role (individual contributor) leading Performance marketing and Organic (ASO) ensuring attainment of growth targets within desired CAC and positive CM1
• Played a pivotal role in Annual Operations Planning, projecting growth and allocating annual
  marketing budgets including discounts and branding exceeding INR 60 crores of annual marketing spends.
• Spearheaded marketing strategy formulation and execution, overseeing new user acquisition, creative strategy and campaign optimization to scale performance marketing at desired CAC QoQ & YoY
• Taking initiatives and managing the entire performance marketing across various platforms including Google Ads (UAC & Search), Facebook Ads, Apple Search Ads, Bing Ads, DV360(agency), Programmatic and Affiliate networks.
• Have taken ASO as an additional KRA focusing on Keywords, Content, A/B experiments on graphics, featuring, resulting in high rankings (Top 10 travel apps in India) in play store and Top rated travel app (4.6* in Bus category).
• Formulated growth experiments, A/B conversion analysis across performance channels and increased the conversion ratio by ~15%
• Defined critical KPIs and MIS reporting system which are referred by CXOs on daily basis. Creating performance reports biweekly, monthly, quarterly and yearly and present at group level.
• Proficient in utilizing analytics tools such as GA4, Meta Business Suite, Google Ads, Firebase, Adjust, Branch, Google Play Console, App Store connect, Excel & Google Sheets.

Performance Marketing:

• As a growth manager for Hitwicket, I handle the entire user growth for both India and International Markets (Australia, USA, UK, Middle East, South Africa ).
• I handle a monthly budget of 80 lakhs split between India and International markets.
• Managing and scaling user acquisition for India and International markets with the primary focus on retention and monetization.
• Scaling user acquisition through primary channels like Facebook, Google UAC, Apple Search Ads and programmatic platforms like persona.ly
• Have optimized primary channels like Facebook and brought down the CPI from 30 INR to 15 INR for India and 120 to 70 INR for International markets and optimized my Google UAC campaigns for a CPI of 5 INR in India and 50 INR for International markets.
• Have optimized all the campaigns on Google UAC and Facebook ads where RoAS can be achieved within 5 to 6 months.
• Have extensively worked on scaling the users while maintaining the quality and improved D1 retention of the paid users from 30 to 35% on Facebook and 20 to 30% on Google UAC
• Maintaining weekly and monthly trackers for the Spends, Installs, Retention, RPI & RoAs between India and International Markets to analyse the performance between Organic and paid users and take data driven decisions to scale the performance marketing campaigns.
• Managing a team of 3 members which includes marketers and data analysts and also working along side with the branding agency who handles social media and YT content creation.

App store optimization (ASO):

• Have scaled the organic users from 1.6k per day to 4k users per day with in the span of 6 months.
• Led ASO efforts resulted in significant improvements in app rankings and made Hitwicket the top 10 grossing in India.
• Conducted comprehensive keyword research using Apptweak and analyzed all the competitor keywords and have experimented 30+ short descriptions, 5+ Long descriptions using ChatGPT4
• Have increased our explore conversion% to more than 50 percentile with more than 30+ experiments.
• Work with the design team and created more than 10 versions of app icons and 5 versions of the screenshots and 5+ versions for the feature graphics and experimented across the listings.
• Have done 2 successful app icon experiments, 2 feature graphic experiments and 1 screenshot experiments which are concluded by Google.
• Have put all the efforts to rank in the similar apps for all the competitors and top 20 sports gaming apps.
• Work closely with the Apple and Google Play POC’s to help us with the featurings on both the stores.

Founders & Investors activities:

• Work closely with the founders and create weekly and monthly user acquisition reports for the board meetings.
• Attend the monthly calls with the investors and present the user acquisition data with them.
• Work closely with the data analysis team to understand the quality of the inorganic users and understand their retention, revenue metrics.

• Managing and scaling new user acquisition for food business across all the performance marketing channels which includes Google UAC, Google VAC, Google UACe, Facebook Ads, Facebook automated ads with Pyxis, Affiliate Networks and OEM (Preloads).
• Working with programmatic partners like Criteo, DV360, Revx and scaling the new user acquisition through these channels by creating campaign structures and media planning along with the agencies.
• Running re-targeting campaigns to convert the users to make their first purchase.
• Have optimized primary channels like Google UAC and Facebook and brought down the CPA month on month from 250 INR to 180 INR.
• On boarding of new platforms in order to scale the user acquisition like phonepe coupons, paytm coupons, Gpay coupons, Sharechat, Dailyhunt etc.,.
• I have got an incremental new users of more than 30,000 per month by on-boarding new platforms for user acquisition.
• Maintaining daily,weekly and monthly CPA trackers, ITNU trackers and retention trackers both at overall level and at channel level to analyse data and take data driven decisions to scale the new user acquisition.
• Managing a team of 5 members which includes marketers and analyst and alongside working with agencies for running campaigns.
• Managing the monthly budget of 10 to 12 crore and creating a media plan for the same to achieve the inorganic new user acquisition targets with an improvement in CPA month on month. Making Strategy and plans of the assigned marketing budgets to achieve business KPI metrices.
• Working with owned media team on scaling the new users by sending push notifications to RNP base and planning the strategies on creating cohorts to target users.

• Managing and scaling a mobile marketing across Google UAC, Google Retargeting, Facebook Ads, Affiliate Networks and OEM partners.
• Managing a team of highly skilled performance marketers, designers and interns and working on the scaling, strategy and execution of user acquisition campaigns.
• Implemented dual account strategy on Facebook and Google and brought down our CPI to 14 to 15 INR
• As part of the growth initiatives, I have introduced meme marketing on Facebook Ads and achieved a CPI of 10 - 12 INR
• Managing a monthly budget of 7 crore and work on the media planning and execution to meet the acquisition targets month on month.
• Working on analyzing the user acquisition data focus on the metrics like DAU, MAU, DAU/MAU, D1 and D7 Retention
• As a part of organic growth through the product, I have launched a IPL quiz in theproduct and I have got 10000 Installs through referrals in one week and I am working on it.
• Created a MOM MAU prediction sheet and always focused on achieving the 15% to 20% growth MOM
• Scaling user acquisition through Affiliate Networks which includes Affle, Inmobi, Shareit etc., and also partnered with OEM partners like Indus OS, Aura, Xiaomi.
• Working with data and analytics team to implement best measurement dashboards for Affiliates, Facebook and Google to track the the quality and quantity of the user acquisition.
• Writing efficient and clickable push notification content to improve the CTR’s and therefore improve the DAU.
• App Store Optimization (ASO) : Working with an agency on optimization of keywords, screenshots, preview videos, reviews and everything which impacts the playstore presence.
• Writing engaging scripts for multiple use cases on the app and working with the production houses for creating high quality video ads for user acquisition at lower cost.

• Spearheaded growth and user acquisition for Rizzle App, driving over 10M+ installs across Android & iOS.
• Achieved 20,000+ daily installs with Facebook Ads at a CPI of ₹9-11, optimizing creatives and audience targeting.
• Reduced CPI to ₹3.5 through TikTok Ads and delivered 10,000 installs daily with Google UAC at a CPI of ₹12-15.
• Launched Snapchat Ads for iOS with a CPI of ₹25.
• Managed a monthly ad budget of $150,000 (₹1.2 Crore), scaling installs while cutting costs.
• Boosted content creation, increasing creators by 65% and video production by 3X in 3 months through Facebook Ads and Google UAC optimizations.
• Achieved 50% reduction in CPV for Facebook Ads and 60% for Google UAC by optimizing creatives and audiences.
• Led affiliate marketing efforts, working on KPIs like CPI, CPV, and 3DRR, while implementing fraud prevention measures.
• Directed a team of 4 content writers, 2 designers, and 5 data scrapers, driving organic outreach and creator onboarding.
• Developed and analyzed 5 user funnels via Facebook Analytics, collaborating with design, Android, iOS, and backend teams to improve user journeys.
• Led re-engagement campaigns using CleverTap, increasing retention through in-app messaging, push notifications, and SMS.
• Performed in-depth analysis on metrics like CPI, CPV, CPCr, and retention using Appsflyer and Adjust.
• Collaborated closely with founders to align marketing strategies and ensure growth trajectory.
• Designed and executed innovative marketing strategies, driving demand and user acquisition through creative marketing practices.

• Led demand generation for "PICKKUP," driving strategic marketing initiatives to increase product visibility and user acquisition.
• Launched Facebook and Google UAC campaigns, achieving an industry-leading CPI of ₹7.
• Executed YouTube Ads to drive efficient user acquisition at a CPI of ₹7.
• Developed and executed multi-channel growth strategies including email's, social media, push notifications achieving key performance targets.
• Collaborated cross-functionally with development, design, and operations teams to implement a go-to-market strategy, ensuring alignment with monthly, quarterly, and annual goals.
• Leveraged tools like Google Analytics, Firebase, AppsFlyer, and Facebook Analytics to monitor user behavior, app installs, and campaign performance.