Smriti Sharma

Product & lifecycle marketing leader with over a decade of experience in building and scaling effective marketing programs from the ground up at startups and successful tech companies.

I have over a decade of experience leading product marketing, lifecycle marketing, and user retention initiatives for successful tech companies such as Trulia/Zillow and Square. I specialize in building and executing go-to-market (GTM) strategies for product launches, scaling lifecycle marketing programs, and building robust user retention programs - both on mobile and web. 


Additionally, I have strong experience in establishing best practices for marketing analytics and marketing automation…

Smriti Sharma

Work

  • Apple Entrepreneur Camp for Female Founders

    Apple Entrepreneur Camp for Female Founders

    I am a self-taught iOS developer (Swift/SwiftUI) and have built Billsy’s MVP from scratch along with my co-founder. I also led the GTM efforts for Billsy’s MVP launch and sclaed it to 10K users (10% paying users). Billsy was selected for Apple Entrepreneur Camp for Female Founders Winter 2022 cohort - the only app to be selected from Canada for that cohort. 

    https://developer.apple.com/entrepreneur-camp/alumni/
  • TechCrunch Disrupt 2023 | Startup Battlefield 200

    TechCrunch Disrupt 2023 | Startup Battlefield 200

    Out of thousands of applicants, @TechCrunch chose Billsy as a top fintech Startup Battlefield company in September 2023. We were one of only 200 startups exhibiting at TechCrunch Disrupt 2023.

    https://techcrunch.com/startup-battlefield/company/billsy/
  • Caviar Product Marketing - Gift Cards

    Caviar Product Marketing - Gift Cards

    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. 


    Caviar, formerly a part of Square Inc. (now Block Inc.), is now owned by DoorDash Inc.

    https://caviar.launchgiftcards.com
  • Caviar Lifecycle Marketing

    Established a credit-based rewards program for new and semi-lapsed users to incentivize repeat order behavior and increase overall retention. Tested credit offers for different user segments based on past order behavior and user journeys. Increased overall retention by 40% and annual gross profit for test segments by an incremental $700K. 


    Caviar, formerly a part of Square Inc. (now Block Inc.), is now owned by DoorDash Inc.

    https://www.trycaviar.com
  • Trulia Lifecycle Marketing

    Trulia Lifecycle Marketing

    At Trulia, I revamped the entire consumer lifecycle marketing program based on user segmentation and user journeys. This led to an overall increase in web visits by 40%, a critical metric for Trulia and an important factor in it’s acquisition by Zillow. Post-acquisition, I built the roadmap for Trulia’s push notification programs as an engagement tool. 


    https://www.trulia.com/

Experience

  • Billsy

    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)

    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)

    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)

    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.

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