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Apoorva Khaparde

@apoorvakhaparde

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Marketing professional at Vodafone Idea who scaled WhatsApp messaging to 1M+ daily volume at zero infrastructure cost.

India

Message

At VodafoneIdeaLtd., I scaled WhatsApp channel marketing to 1M+ daily volume with zero infrastructure cost. A/B testing showed a 6% CTR and 10% CTI for an App Install campaign, and tested recharge MRPs generated 37K incremental monthly recharges and 6.1Mn incremental revenue.

I also scaled Google RCS as a performance channel, reaching 5.4Cr conversations with a 130% higher CTR than SMS and a 2.4% conversion rate. I led VodafoneIdea's digital engagement at IMC 2023, collaborating with Deloitte India, gaming start-ups iB Cricket and Yudiz, and multiple OEMs.

Earlier, I launched web- and app-based journeys for the Devices vertical and a device-upgrade GTM program with an NBFC. The Smartphone on EMI journey drove 5.1L visits in five months and generated 1.4K incremental leads.

Experience

Work history, roles, and key accomplishments

General Manager, Marketing

Vodafone Idea Ltd.

Oct 2022 - Jun 2024 (1 year 8 months)

Led 4G/5G OEM partner portfolio and cross-industry projects, including research and strategy initiatives. Spearheaded WhatsApp channel marketing, scaling messaging to 1M+ daily volume with zero infrastructure cost, and achieved 6% CTR and 10% CTI for app install campaigns.

WhatsApp Business API RCS SMS OBD II GTM Strategy Digital Journeys Strategic Partnerships OEM Alliances Program Management Cross functional Leadership Campaign Analytics ROI Optimization A B Testing Google Analytics Excel SQL

Assistant General Manager, Marketing

Vodafone Idea Ltd.

Jul 2019 - Sep 2022 (3 years 2 months)

Led digital transformation for the Devices vertical by launching web and app-based journeys. Spearheaded a device upgrade GTM program with an NBFC, resulting in 10% contribution to program conversions, and launched 'Smartphone on EMI' digital journey generating 1.4K incremental leads.

Digital Transformation GTM Strategy Digital Journeys Data Science Collaboration Affiliate Marketing Campaign Analytics ROI Optimization Web Analytics Excel SQL

Management Trainee

Vodafone Idea Ltd.

Jul 2018 - Jun 2019 (11 months)

Led an 8-member team managing a retail distribution point with 300+ retailers, boosting new activations by 18%. Mapped enterprise accounts in Kolkata and generated IoT and cloud telephony leads.

Retail Distribution Team Leadership Enterprise Sales IoT Cloud Telephony Market Research GTM Campaigns