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3. Visualize this Y-axis as total energy & time spent or detailed WBS etc.

About the Company

redBus is India’s largest online bus ticketing platform that has transformed bus travel in the country by bringing ease and convenience to millions of Indians who travel using buses. Founded in 2006, redBus is part of India’s leading online travel company MakeMyTrip Limited (NASDAQ: MMYT). By providing widest choice, superior customer service, lowest prices and unmatched benefits, redBus has served over 18 million customers. redBus has a global presence with operations across Indonesia, Singapore, Malaysia, Colombia and Peru apart from India.

Project 1 -  App, Mobile & Desktop

Situation

  • During periodic assessment of digital accounts, there seemed to be a higher scope to Improve the Overall Metrics of redBus Malaysia & India Digital Accounts while strictly adhering to digital business plans.

Task

  • Overall Digital Campaigns Restructure in all platforms necessary.

  • Growth Initiatives.

  • Data Analysis, Market Research & Optimizations.

  • Strategic partnerships.

  • Segmenting the users.

  • Improve all the digital & text assets in the digital campaigns.

  • Maintain a overall healthy account score by continuous optimization & monitoring.

  • Improve and automate the reporting structures for easier analysis.

  • Stakeholder & Internal Teams Coordination & Management.

Action

  • Restructuring and Segmenting the accounts by Devices, Users & Match Types and Adding Negatives in all manner.

  • Continuous monitoring of various metrics across the accounts, reports and relevant analytics platforms during necessary changes in marketing, products, tech, cross channel analysis.

  • Competitor research with respect to pricing, website and content.

  • Experiments with A/B Testing along with control and Bid (experimentation) method, Director Mix campaigns, various paid acquisition platforms available.

  • Partnerships with 3rd party affiliates and other vendors during the peak seasons.

  • Setting & Implementing a strong MMP & robust fraud detection platforms.

  • Managing & coordinating with design, seo, legal, product, tech, data science/mis, stakeholders and performance marketing religiously.

  • Making data driven decisions effectively. 

Result

  • Decreased the budget by XX% on existing users by bidding effectively on RLSA campaigns and smart campaign structuring in Malaysia.

  • Increased the new user DRR by XX% by effectively creating a separate account through which only new users are flowing through Big Query set up in India.

  • Enhanced the install DRR of app campaigns by strategically running new growth initiatives program with 3rd party affiliates and new emerging marketing platforms in India & SEA.

  • Managed various internal/external stakeholders & vendors and completed RFI, RFP documents before deadlines.

  • Maximized the ROAS of Malaysia account from X to XX by effective campaign optimization.

2. Visualize this X axis as the lifecycle (stages) of the project.

1. (WIP*) Visualize this whole project as a upside down chart. (Hypothetically*) (Applicable to all projects*) 

Project 2 - Mobile & Desktop

Situation

  • Acquisition of Busportal in LATAM.

  • GA Event Standardization.

  • Hotel Campaigns Digital Biz Improvement.

  • Bus Hire Vertical Digital Launch. 

Task

  • Overall Migration of Busportal Digital Domain Accounts to redBus Domains with the help of LATAM team.

  • Hotel Vertical Account Strategic planning

  • Internal teams coordination for GA Event Standardization.

  • Bus Hire Research, planning and launching of Digital Accounts. 

Action

  • Creating a new account with in certain digital platforms for redBus LATAM domains and slowly migrating campaigns few at a time without affecting the existing performance and following best practices and coordinating with regional teams and stakeholders.

  • Conceptualized and coordinated with product, tech, development and marketing teams to minimize the event tracking loss during new GA event standardization project in GTM.

  • Identified and researched the hotel market extensively with various internal teams working on it which led strategically bidding on only few focused inventories and hyper-location targeting methods. 

  • Planned, researched and coordinated with related teams right from scratch in order to launch the new vertical "Bus Hire" in the digital market with various platforms. 

Result

  • Accomplished the successful migration from busportal to redBus domain under 3 months in LATAM accounts.

  • Successfully maximized the paid DRR by XX% and decreased the cost by XX% in LATAM accounts.

  • Managed to bring the hotel CPA to as low as XXX INR from XXXX INR in India.

  • Spearheaded the entire Mob & Desktop events standardization in GTM & GA and successfully completed within the time frame.

  • Created the entire bus hire account from scratch and managed to scale it up to XXX DRR in India.

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