Rahul Singla CGPA: 3.
85/4
EDUCATION
Indian School of Business | PGP (Intended Majors: Marketing and IT Management) Apr’19 – Present
• Consulting Project, Studypad Inc. – Designing rewards model for Math learning app to increase user (teacher) retention (Ongoing)
• Podium Finish (Top 3/33), mfine Product Strategy – Designed preventive healthcare product to achieve 5x user growth; awarded PPI
• National Semi-Finalist (Top 50/1200), Amazon ACE Challenge – Devised 5-year market expansion strategy for home utensils category
Indian Institute of Technology, Kanpur | [Link]. in Civil Engineering | Top 0.4% (AIR 1987) in IIT-JEE’11 May’11 – Jun’15
• Intern, IRCON (GoI), J&K – 2-month field training on geoinformatics & tunnelling in railway link project; took P2P on study for 50+ students
• Minor Degree, Industrial & Management Engineering – Completed additional courses and projects in Finance & Operations Management
Test Scores: AIEEE’11 – AIR 910/10L+ applicants, International Maths Olympiad’09 – Rank 143/50,000+, Cyber Olympiad’09 – AIR 95/80,000+
WORK EXPERIENCE
PAYTM, Executive Manager – Growth & Product Marketing Bengaluru, Sep’18 – Apr’19
Led growth strategy at Paytm Flights (top grossing category for Paytm Travel business) via digital marketing & product development;
Youngest to be hired as an Executive Manager with 3 years of experience versus company average of ~5 years
Growth Strategy – Managed user base of 10 Mn & recorded GMV of ₹300 Cr, transactions 0.6 Mn and net profits ₹1 Cr (monthly)
• Scaled no. of bookings from 10,000 to 20,000 per day (2x in 7 months) with constant budget by spearheading digital acquisition strategy
o Managed a ₹5 Mn/month portfolio of all digital marketing channels: Facebook, Search Engine Marketing, Emails, SMS, Affiliates
• Reduced customer acquisition cost (CAC) by 40% (Rs 500 to current baseline: Rs 300) by optimizing the allocation of marketing spends
o Designed and automated marketing analytics & attribution solutions in-house to measure return on advertising at a campaign level
• Managed end-to-end ideation & execution of FLYDAY Sales with 5x scale vs. normal day working with Product, Design & Content
• Developed up-selling and cross-category cashback program resulting 10% increase in monthly active users & 15% in retention rate
• Launched multi-tiered loyalty program to incentivize repeat purchase and referrals increasing bookings per user from 1.5 to 2.1
Product Management – Improved booking intent conversion by 20% by optimizing user communication & analyzing demand funnel
• Increased notification open-rate by 4% and dormant customer reactivation by 2% by using personalized notifications on microsegments
o Created microsegments on 10M users using login, purchase and browsing behaviour to identify high potential customers
• Improved web conversion from 8% to 12% by designing an A/B testing framework, enabling rapid experimentation on landing pages
Award – Recognised with ‘Paytm Rising Star Award’ for consistently thinking & implementing innovative growth strategies
OLA, Manager – Strategy & Operational Excellence Bengaluru, Jul’15 – Aug’18
Led cross-functional projects in category scale up, customer experience and process improvements across 110 cities for Ola Cabs and Auto;
Achieved fast track promotion from Management Trainee to Manager within 20 months versus company average of ~36 months
Product Innovation – Co-conceptualized the flow for “Ola Freemium Driver App” and phased rollout in top 7 cities, used by ~150k drivers
• Improved supply utilization by 60% (8 login hours/day from 5 hours) with new booking allocation priority logic vs. normal app
• Analysed app performance and conducted driver FGDs; introduced “Go Home” & “On/Off Switch” features based on user feedback
Customer Experience – Improved net promoter score by 20% by analyzing customer complaints and prioritizing solutions
• Achieved a reduction of 12% in auto cancellations by collaborating with the Product team to optimize auto allocation algorithm
o Identified segments with high cancellation behaviour and restricted availability based on prioritization order for customers
• Designed and implemented standardized car re-audit program and achieved 40% reduction in customer complaints on car quality issues
• Ideated and implemented Fraud Identification System to penalize operators for fraud bookings and saved 5% of the monthly costs
Business Development – Drove 5x transactions growth (10 lakh weekly bookings, 5 lakh supply onboarded) for Auto category in 71 cities
• Developed Go-To-Market strategy and spearheaded operations launch in 52 tier-2 and tier-3 cities adding 40% to GMV (₹3 Cr/week)
• Led annual & quarterly planning of strategic targets & budget allocation for top 7 cities with stakeholders as Ops, Finance and Marketing
Process Improvements – Reduced turn-around-time from 42 min to 28 min & application rejections by 10% for car onboarding process
• Led a technology integration to facilitate 5 lakh active cab accounts compliance with updated KYC regulations, preventing business loss
o Improved process compliance via automated metrics dashboard highlighting red flags and driving weekly reviews with city heads
• Identified root causes for the high TAT & rejections of cars; drove daily reviews with ~15 quality managers to institutionalize process
Leadership and Team Development
• Led the hiring and training needs of 25-member team for the market expansion project; youngest interviewer with ~1-year experience
• Selected to mentor 20 associates & 3 team leads by Business Head; trained them on analytics, supply operations & BTL marketing
Award – Received “COO’s Star Award” (1/30+) for leading quality revamp initiative and reducing errors by 12% in supply operations function
LEADERSHIP & EXTRA CURRICULAR ACTIVITIES
Positions of Responsibility
• Elected Cultural Secretary, Hostel Committee, IIT Kanpur – Organized 6+ cultural events for 800+ final year students Apr’14 – Apr’15
• Head of Events, Entrepreneurship Cell, IIT Kanpur – Led 3-tier team of 20 core members and managed budget of ₹20L Apr’13 – Mar’14
o Pioneered first inter-collegiate E-Summit with footfall of 500+ students; hosted 20+ start-up founders, VCs and angel investors
• Coordinator, IIT-K Tech Fest – Led a team of 5 to execute social innovation challenge with 100+ teams participation Aug’11 – Jan’12
Dance – Active member of Dance Club at IIT Kanpur and ISB
• Top 3/15 teams in national folks dance competition at inter-collegiate cultural festival of IIT Kanpur - Antaragni Oct’12
• Choreographed 3 events (freshers’ night, inter-hostel competition) for juniors & participated in 4 competitions at IIT-K May’11 – Jun’15
