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@vb05

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Martech Manager at IG Group, connecting CRM and tracking data to improve audience quality and attribution.

India

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At IG Group, I own the martech roadmap across acquisition, onboarding and retention for a global trading platform. I’ve led CRM, data and tracking integrations to improve audience quality and attribution accuracy.

Previously, at NoBroker, I rebuilt CRM automation and lead routing to reduce lead leakage and improve MQL-to-SQL conversion. Across roles at Massive Rocket, AppsForBharat and Capgemini, I’ve improved lifecycle journeys, revenue reporting and GTM workflows. I work hands-on with platforms including Braze, Salesforce and HubSpot, and hold Braze and HubSpot certifications.

Experience

Work history, roles, and key accomplishments

Current

Martech Manager

Current

IG Group

Jul 2026 - Present (3 months)

Owns the martech stack roadmap across acquisition, onboarding, and retention for a global trading platform. Improved audience quality and attribution accuracy by leading CRM, data, and tracking integrations.

MarkTech Stack Management CRM Marketing Automation Attribution Revenue Reporting Funnel Optimization Stakeholder Management

Martech Consultant

Freelance

Feb 2026 - Jun 2026 (4 months)

Turned ad-hoc CRM campaigns into a structured lifecycle by auditing client setups and building onboarding-to-retention strategies. Improved engagement consistency by ~25% and execution efficiency by ~20%.

CRM Strategy Lifecycle Marketing Braze Data Pipelines Segmentation Reporting Roadmapping

CRM & Lifecycle Delivery Manager

Massive Rocket

Oct 2024 - Nov 2025 (1 year 1 month)

Redesigned onboarding, loyalty, and win-back journeys, increasing repeat purchases by ~18% and LTV by ~12%. Revived dormant cohorts with automated reactivation journeys, lifting re-engagement by ~20%.

CRM Lifecycle Marketing Braze Segmentation Attribution A B Testing Campaign Management Reporting

CRM Project Manager

NoBroker

Feb 2023 - Sep 2024 (1 year 7 months)

Rebuilt CRM automation and lead routing, improving MQL-to-SQL conversion by ~20% and reducing non-converted leads by ~22%. Aligned CRM nurture journeys to acquisition cohorts, improving ROAS by ~18% and lowering CAC by ~12%.

CRM Marketing Automation Lead Routing Lifecycle Marketing Attribution Reporting SLA Management Email Push WhatsApp In App

Marketing Program Manager

AppsForBharat

May 2022 - Feb 2023 (9 months)

Redesigned onboarding and lifecycle journeys, improving D1 retention by ~5% and D7 by ~7%. Optimized onboarding message timing and relevance, improving activation by ~11%.

Lifecycle Marketing Onboarding Segmentation Push Email In App Retention Activation DAU Growth

GTM Operations Consultant

Capgemini

May 2021 - May 2022 (1 year)

Aligned enterprise CRM and campaign operations by implementing GTM workflows and governance. Consolidated campaign reporting into standardized dashboards, giving stakeholders a single view of conversion and performance.

GTM Operations CRM Campaign Operations Reporting Dashboarding Sprint Planning Stakeholder Management