Aashna Shah

I’m a Growth Marketing Manager with 4 years of experience across GTM strategy, product positioning, and full-funnel lifecycle growth. At OTTplay, I led OTT partner GTM launches, turning user insights into positioning and messaging frameworks that move adoption from day one.

I’ve owned end-to-end growth for a 2M+ MAU platform—scaling retention 44% → 68% over 2 years (+54%) through segmentation, personalized lifecycle journeys, and CRM optimization. I also delivered ~40% YoY revenue growth through upsell, renewal, and CLV-based campaigns aligned to product.

My approach is strongly experimentation-led: I drove CRO across web funnels using heatmap insights, ran A/B testing for messaging, feature communication, pricing, and audience segments, and built predictive churn models and differential pricing strategies. In CRM, I executed automated MoEngage campaigns that improved Push CTR +150%, WhatsApp CTR +85%, and Email open rate +60%.

I’m also hands-on with reactivation and channel growth—leading win-back and re-engagement campaigns generating ₹1 Cr+ monthly reactivation revenue and building an influencer acquisition channel with 15M+ views, 5K+ subscriptions, ₹306 CAC, and 15% MoM user sign-up growth. I was awarded “Best Performer” for the OTTplay Marketing & Alliances team.