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nikhil User

@nikhilm11

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Content lead who turns complex consumer products into measurable growth through storytelling.

India

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What I'm looking for

I’m looking for a role where I can own end-to-end content—brand voice to lifecycle and sales enablement—use analytics to iterate fast, and collaborate closely with product, design, and marketing to drive measurable growth.

I’m a content leader with 8+ years of experience simplifying complex consumer products through long-form storytelling, educational content, and brand-aligned writing. I’ve built and led content functions from scratch at growth-stage startups across matrimony, sports tech, and fintech, shaping how a company sounds—and what users do next.

Most recently as Content & Product Marketing Lead, I designed creator engagement programs and drove measurable lifts: average daily creator participation up 20%+, in-app participation up 15–18%, and 50K+ cumulative views through social content initiatives. I also set content targets, guided creator outputs, and used analytics and experiments to lift returning users by 10% and unique engagers by 15% month-on-month.

Earlier at Betterhalf as Content Lead – Web & Product, I owned retention and lifecycle messaging, achieving a 9% DAU increase through optimized engagement push notifications and delivering high-impact WhatsApp bot conversational content (100K+ link clicks, 40K+ new conversations, 8,500 app installs). I also moved revenue-adjacent metrics via sales enablement (Wedding services leads up from 37% to 61%, lead closure from 37% to 44%) and scaled organic blog traffic from 17,500 to 2,03,000 monthly visitors—while leading a team of 15 writers and defining the content voice end-to-end.

Experience

Work history, roles, and key accomplishments

Content & Product Marketing Lead

Dugout

Mar 2025 - Sep 2025 (6 months)

Designed and launched creator engagement programs that increased average daily creator participation by 20%+ and improved content quality across the platform. Drove community engagement via referral campaigns, polls, and WhatsApp nudges, lifting in-app participation by 15–18% and reaching 50K+ cumulative views with social initiatives.

Brand storytelling Community & Content WhatsApp Content Analytics Experimentation

Content Lead – Web & Product

Betterhalf

Oct 2021 - Jan 2025 (3 years 3 months)

Improved product retention by optimizing messaging and timing of daily engagement push notifications, increasing DAU by 9% while maintaining 11–15% CTR. Built conversational WhatsApp marketing bot content (Asha Ji), generating 100K+ link clicks, 40K+ new conversations, and 8,500 app installs, and boosted conversion rates by 15–20% across WhatsApp, SMS, email, in-app, and push.

Conversational WhatsApp Bot Scripts Mixpanel CleverTap Mailmodo UX Writing Sales Enablement

Senior Content Writer

Wishfin

Jul 2019 - Sep 2021 (2 years 2 months)

Created consumer-facing educational content to simplify fintech products (loans, mutual funds, credit cards, insurance). Produced SEO-optimized landing pages and blog content on financial categories, publishing on WordPress using keyword, title/meta, and internal linking best practices.

Long Form Consumer Education SEO Content Writing Meta Description Writing Internal Linking Financial Content Simplification

Content Writer & Editor

Barspan

Jan 2017 - Jun 2019 (2 years 5 months)

Wrote and edited SEO-friendly blogs and landing pages across multiple client verticals, adapting voice and messaging for different audiences. Conducted primary/secondary market research to support editorial requirements and client storytelling.

Editorial Content Editing Market Research Voice & Messaging Adaptation