DhairyaMehta

P&L ownership of a nine-figure annual subscription business across 3.5M paid subscribers — India's largest exam-prep subscription. More than doubled revenue in 3 years to a nine-figure scale. Highest single-year growth: 48% YoY. Renewal rate: 50%.

Key drivers:

• AOV architecture and pricing innovation
• Influencer scaling and brand expansion
• Referral programme redesign
• Product innovations across the Pass ecosystem

Devised and executed FOMO-driven sales campaigns and large-scale pre-buzz initiatives across channels — producing a record-breaking sale campaign that contributed ~3% of annual revenue in a single day.

Built the books business from zero to a multi-crore ARR across marketplaces, D2C, and the app ecosystem.

Lead 15 people and a multi-crore monthly marketing portfolio across:

• Performance Marketing
• Influencer Marketing
• Brand Marketing
• CRM/MarTech
• Print and Newspaper
• OOH
• Sports Advertising
• AI-led product experimentation

Brand highlights:

• Video advertising across JioHotstar and Sony LIV during India vs Pakistan matches (2024–25)
• Jio Hotstar — Jeeto Dhan Dhana Dhan sponsorship, India vs New Zealand (2026): coupon distribution, banner placements, co-branded video ads — 1Cr+ eyeballs/match
• Coupon campaigns
• JioSaavn audio campaigns
• Regional TV: OTV Odisha (Rath Yatra associate sponsor)
• National OOH: 100 hoardings across 50 cities
• Front-page newspapers across the Hindi belt

Worked with Dhruv Rathee, Nitish Rajput, The Desh Bhakt, and top creators across exam, news, and general interest verticals.

Building AI-powered products and internal systems without engineering dependency.

Additional: AI-personalised comms, automated reporting, growth automation pipelines.

Ideated and built PrepShots from scratch in Jun–Sep 2026 — a mobile-first, low-effort learning product covering the majority of the government-exam syllabus through ~3,000 short-form videos, with a multilingual content model designed for scale.

Designed the ₹1 trial → ₹599 quarterly renewal funnel and built a deterministic AI-led growth system connecting ad-platform and MMP data. It assesses campaigns and creatives against predefined windows, moves winners toward scale, and supports the testing → assessment → scaling → publishing loop.

• 15 new ads/day and ~75 creatives tested/week
• OOH across 100 sites in 47 cities and large-scale Hindi newspaper campaigns
• UGC engine generating ~6,000 submissions and ~1,500 approved videos/month
• Cost optimisation across referrals, WhatsApp, SMS, email, and vendor contracts

Ideated and drove a 2026 on-ground storytelling initiative that took a branded Testbook car into aspirant communities across villages, cities, hostels, libraries, and homes — capturing selected candidates, struggling aspirants, setbacks, and real government-exam journeys in a one-month field execution.

Built the initiative as a repeatable brand property around real users, real locations, and real journeys — moving beyond conventional studio-led motivational content and bringing the brand physically closer to the communities it serves.

Rebuilt from scratch. Owned Performance Marketing, Product Marketing, and the full Subscription P&L.

Scaled referral revenue more than fourfold while reducing payout costs by 45%.

Growth GTMs:

• Milestone-based incentives at 2, 5, and 10 referrals
• Spot incentives and reminder nudges
• In-app contact syncing
• Spot incentives during sale periods
• Retargeting of lapsed referrers

Community: Built a verified referral community of ~7,000 power users for sale communication and incentive drops.

Content: Launched “Dhande Ki Baat” — a content series showcasing top referrer earnings and success stories.

Referrals per referrer improved from 1.5 to 2.2 through milestone incentives, contact sync flows, reminder nudges, creator-led storytelling, referral communities, and operational optimisation.

Built and scaled the acquisition funnel for high-intent UPSC conversions:

1L–1.25L top-funnel leads/month across Meta, Google, Quora, and native forms. Lookalike campaigns from financial assistance converters. Scholarship retargeting across 5–6 months of prior leads.

Built automation systems for growth and marketing out of personal interest and operational necessity:

• SQL and MongoDB for marketing analytics
• Google Apps Script for workflow automation
• WebEngage catalogs and API integrations
• Middleware layers and reporting infrastructure

Built from zero. Scaled to ₹1Cr+/month, 2.6x ROI. Built to a network of 1,000+ influencers generating 1,500+ videos/month at peak.

Built Testbook's first e-commerce business from zero.

GTM execution:

• Viral influencer collaborations
• Giveaway campaigns to seed organic demand
• Book reviews and unboxing videos
• Multiple videos achieving 3–6L views
• Influencer-led GTM scaling across marketplaces

Result: SmartBook — Amazon #2 in Banking. 50,000 copies. 2,500 cities. 11 months.

Separate digital learning product. Full GTM ownership. Scaled from zero to crore-scale revenue within 5 months at ₹30,000 ticket size.

Execution: performance marketing, WebEngage nurture journeys, faculty positioning, and telecaller handoff pipeline.