Competency 01
Retention & loyalty
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At Foodvez I ran churn cohort analysis to find exactly where users dropped off, then built post-purchase WhatsApp nurture and repeat offers around those findings — lifting 30-day retention from 25% to 30%. At UrbanSoch, consistent email and WhatsApp flows produced a 20% organic repeat rate with no paid retention spend at all.
30-day retention0
from 25% → 30%
Organic repeats0
zero paid retention spend
Retention leverCRM
cohort-driven nurture flows
FoodvezUrbanSochCohort analysisLifecycle marketing
Competency 02
RTO & fulfillment
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Returns-to-origin quietly eats D2C margin. I attacked it on three fronts — COD verification, address scrubbing, and post-order WhatsApp confirmation — cutting RTO from 70% to 40%. I also integrated Shiprocket and a CRM to automate end-to-end fulfillment and NDR handling, saving six operating hours every week.
RTO rate0
from 70% → 40% (−30 pts)
Ops time saved0 hrs
per week, via automation
Verification3-step
COD + address + WhatsApp
UrbanSochShiprocketNDR handlingProcess design
Competency 03
SQL & prioritization
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Faced with a dense enterprise roadmap, I analyzed 50,000+ regulatory filings in SQL to surface real user behavior and module-level usage — then used that signal to shape FY25 H2 prioritization. I owned 12+ compliance features from discovery through UAT, turning dense regulatory requirements into engineering-ready specs and acceptance criteria alongside EY and Kuwait's Capital Markets Authority.
Filings analyzed0
to find module-level usage
Features owned0
discovery → UAT
RoadmapFY25 H2
prioritization shaped by data
IRIS RegTechSQLEYCMA KuwaitSpecs & acceptance criteria
Competency 04
Delivery & operations
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I lifted Foodvez's on-time delivery from 80% to 95% by coordinating two vendors across manufacturing, warehousing, and last-mile, and cut transport cost per order 10% through inventory-hub rebalancing — a recommendation the founder adopted. At IRIS, tighter user stories and a single shared spec across QA, BA, and engineering pods cut delivery cycle time by 25%.
On-time delivery0
from 80% → 95%
Delivery cycle time−0
tighter stories + shared spec
Transport cost / order−0
inventory-hub rebalancing
FoodvezIRIS RegTechVendor managementAgile / Scrum
Competency 05
Performance & UX
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For regulated-disclosure workflows, I reduced API payloads by 55% to improve page loads by 40%, and audited six high-friction screens to ship IA and navigation fixes that cut support tickets 18%. Redesigning the L2 support workflow and embedding AI copilots into the escalation funnel cut issue-resolution time a further 20%.
Page load speed+0
API payloads −55%
Support tickets−0
IA + navigation fixes
Resolution time−0
AI copilots in escalation
IRIS RegTechInformation architectureAI copilotsPerformance
Competency 06
0→1 & P&L ownership
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I built and ran a 3-SKU D2C perfume brand entirely from scratch — owning sourcing, branding, paid ads, fulfillment, CX, and the P&L. Cost-efficient Meta campaigns at ₹1,000/day, geo-targeted to tier-2 high-conversion clusters, improved both CAC and ROAS on a fully bootstrapped budget.
SKUs launched0
end-to-end ownership
Ad budget₹1K/day
geo-targeted, tier-2 clusters
OutcomeCAC↓
improved CAC & ROAS
UrbanSochMeta AdsP&LBrand & GTM