Smriti S.

Experience

• 

  Billsy

  Co-Founder

  Jan 2021 - Present

  Billsy is an AI-powered expense tracking iOS app for solo entrepreneurs available in the US & Canada.

  • Led product design and development from ideation to MVP launch.
  • Developed comprehensive Go-to-Market (GTM) strategies for MVP and feature launches including market research, target audience segmentation, positioning, messaging, and channel selection.
  • MVP launch efforts led to acquisition of 10,000 users with a 10% paying conversion rate.
  • Led creator outreach efforts at events such as Comicon, Collision, and TC Disrupt fostering partnerships with creators to amplify product awareness.
  • Conducted customer and competitor analysis to inform GTM plans across varied channels including social, SEO, creator outreach, ASO (app store optimization), and PR.
  • Led website SEO efforts to improve organic search visibility and drive qualified traffic to the product website through keyword research and other on-page/off-page strategies.
• 

  Square Inc. (Caviar)

  Product/Lifecycle Marketing

  Oct 2015 - May 2019

  Caviar is an online food delivery service formerly owned by Square (Block Inc.), sold to DoorDash Inc.

  • Led the GTM strategies for Caviar’s major product launches and new features, including Pickup - Caviar’s food pickup service - across 17 markets in the U.S..
  • Led the GTM efforts for the launch of Caviar’s gift cards as a new feature, resulting in the sale of 300 gift cards and 100 new diners in 14 days.
  • Led the quarterly planning process as the main liaison between product, engineering, and marketing teams.
  • Established Caviar’s email lifecycle program from scratch. Increased new orders by 50% and repeat orders by 30% as a result.
  • Established a credit-based rewards program for new and semi-lapsed users to incentivize repeat order behavior and increase overall retention.
  • Increased overall retention by 40% and annual gross profit for test segments by an incremental $700K.
  • Led integration of 3rd party email/push sending platform, Appboy/Braze, on web and Caviar’s iOS app in collaboration with engineering.
• 

  Zillow Inc. (Trulia)

  Engagement Marketing

  Dec 2013 - Sep 2015

  Trulia, a part of the Zillow Group, is an online real estate marketplace serving 220M users monthly.

  • Worked closely with executive leadership to define goals and vision of company's marketing email programs as the email marketing lead.
  • Overhauled the existing marketing emails to create a customized suite based on user journeys, attributes, and segmentation, which increased engagement by 30%.
  • Collaborated with the Data Science team to launch dynamic personalized content blocks in email programs, which increased engagement by 12x.
  • Built a roadmap for marketing push notification programs for 2015, which included onboarding, and re-engagement programs.
  • Led implementation of 3rd party marketing push notification platform in Android apps.
  • Coordinated weekly newsletter editorial calendar for 8M+ audience in collaboration with content team.
• 

  Atrius (Lucid)

  Marketing Manager

  Jun 2013 - Nov 2013

  Lucid, a part of the Atrius® ecosystem, creates software for smarter, safer, and greener buildings.

  • Developed offer-based lifecycle email programs for prospects and existing customers.
  • Leveraged Google Analytics to set up custom goals, reports and dashboards.
  • Increased ad clicks by 44% through targeted optimizations in Google AdWords.
  • Decreased total cost of paid search campaigns by 15% in Google Adwords.