CHANDRAKETU TRIPATHI
Bengaluru
Summary
MBA from London Business School and AI/ML postgraduate from IIIT Bangalore, combining commercial P&L ownership, B2B product marketing, and AI-native go-to-market execution. Strategic marketing and eCommerce transformation and Acquisitions leader with 22+ years of experience driving customer acquisition, retention, and brand growth across the UK, EMEA, and India. Proven success in Global D2C markets, managing multi-million-pound digital budgets, and leading offshore marketing operations supporting regulated consumer categories. Deep expertise in performance marketing (Google, Meta, Programmatic), CRO, and AI-led personalisation with strict adherence to ASA/CAP and GDPR compliance.
Overview
23
23
years of professional experience
1
1
Certification
Work History
Director, Performance, CRM & Analytics (Global)
Selectivv Europe
London
01.2025 - 09.2025
- Directed global B2B2C go-to-market strategy for telecom, fintech, and healthtech verticals.
- Built AI-based segmentation and predictive models improving retention by 40%.
- Managed regional P&L ($25M ARR) and led SaaS delivery across 20+ enterprise clients.
- Oversaw delivery of Salesforce + Braze + BigQuery stack.
- Led performance marketing and customer retention for UK-based clients (optical and healthtech categories), ensuring ASA/CAP and GDPR-compliant ad operations.
- Partnered with cross-border teams for Agile release management and sprint planning.
Head, Digital/Marketing Strategy (23 Global Markets)
Lyca Mobile Group
London / Bengaluru
01.2018 - 12.2024
- Led digital transformation across 23 markets, scaling D2C, marketplace, and retail channels.
- Drove platform migrations to Salesforce, GA4, and Adobe ecosystems.
- Oversaw $30M+ digital P&L, achieving +31% retention and 35% CAC reduction.
- Directed global digital delivery and offshore operations (80+ FTEs) across Marketing, Product, and Analytics, achieving 95%+ on-time release delivery and higher delivery velocity.
- Built and scaled SEO + content strategy, generating 60% organic traffic growth, 40+ top-3 keyword wins, and 35% uplift in inbound SQLs.
- Created high-performing digital copy simplifying security, compliance, and AI concepts, improving CTR by 22% and landing-page conversions by 18%.
- Directed end-to-end video content strategy (explainers, testimonials, event highlights), achieving 2x social engagement and enhancing product understanding by 50%.
- Delivered UK-focused eCommerce and paid media optimisation, improving ROAS by 40% and reducing CPA by 25% through AI-assisted automation.
- Implemented CRO, UX optimisation, and A/B testing frameworks, improving checkout conversion by 18% and reducing funnel drop-offs.
- Built CRM, retention, and loyalty programs using RFM segmentation and lifecycle automation, increasing repeat purchases by 22% and boosting CLV.
- Managed HubSpot, Salesforce, and GA4 for marketing automation, lead scoring, and analytics, improving sales alignment and reducing handoff time by 20%.
- Collaborated cross-functionally with Sales, Product, CS, and Design to deliver integrated demand-gen and GTM campaigns, improving win rates by 20%.
- Implemented Agile & DevSecOps governance models, increasing sprint velocity by 25%, reducing defects by 30%, and ensuring 100% SOX & GDPR compliance.
Marketing Director, CRM & Demand
Shapoorji Pallonji
Dubai
01.2017 - 12.2018
- Managed enterprise CRM and automation delivery with Salesforce and Adobe integrations.
- Built a centralised marketing data lake to improve campaign analytics and pipeline visibility.
Head of Marketing
Durar Properties
Dubai
01.2015 - 12.2017
- Directed omnichannel transformation integrating eCommerce and CRM systems.
- Improved conversion by 42% through digital-first strategy and lead automation.
Product Head
Aqua Filter Europe
Warsaw
01.2014 - 12.2015
- Managed IoT-enabled water filtration product line lifecycle; grew market share by 35%.
- Launched Amazon and Shopify integrations for European B2B2C distribution.
Marketing Head
OTE Group
Oman
01.2011 - 12.2014
- Oversaw digital analytics and data warehouse development for telecom/automotive clients.
- Designed PL/SQL-based reporting improving partner ROI tracking by 30%.
Earlier Roles
01.2003 - 12.2011
- Managed 360 campaigns achieving 30–45% YoY growth in telecom & consumer sectors.
Education
Sloan Fellow / MBA - Leadership & Strategy
London Business School
01.2021
PG Diploma - AI & Machine Learning
IIIT Bangalore
01.2020
MBA - Marketing & Finance
Vikram University
01.2003
Skills
- Offshore team leadership
- Agile
- DevOps
- ITIL
- Production support
- Vendor governance
- Salesforce
- Anaplan
- Adobe Campaign
- Shopify
- WooCommerce
- HubSpot
- GA4
- BigQuery
- Power BI
- Roadmapping
- Budgeting & Forecasting
- Stakeholder management
- Cross-functional alignment
- Risk mitigation
- D2C strategy
- Marketplace expansion
- CRM automation
- Data analytics
- Cost optimisation
- Global stakeholder communication
- Onshore-offshore alignment
- Talent development
- Performance management
- Databricks
- Adobe Analytics
- Looker
- ERPNext
- Zoho Inventory
- Razorpay
- Stripe
- ShipRocket
- Jira
- Asana
- Trello
- Slack
- Notion
- Figma
- SEO & CRO Tools
Certification
- Salesforce Marketing Cloud
- Adobe Campaign
- Databricks
- Google Analytics 4 (GA4)
- Google Ads
- Meta Marketing
- AWS Cloud Practitioner
- ITIL Foundation
- Agile Scrum Master
- Google Analytics 4 Advanced Certification (GA4)
- Google Ads Measurement
- Meta Certified Marketing Science Professional
- GDPR for Marketers (HubSpot or CIPPE Basic)
Accomplishments
- Designed and executed global multi-channel digital marketing strategies across the Americas, Europe, APAC, and the UK, driving a 45% uplift in qualified pipeline and stronger GTM execution.
- Scaled multi-market D2C ecosystems (Shopify, WooCommerce, Salesforce Commerce Cloud), delivering 40%+ YoY revenue growth and reducing CAC by 35% across key regions.
- Led high-impact performance marketing (Google Ads, LinkedIn, Display, Retargeting), achieving a 32% reduction in CPL, 3.2x ROAS, and a 28% increase in MQL → SQL conversion.
- Established a MarTech Centre of Excellence (Salesforce, Adobe Campaign, GA4, HubSpot), improving campaign ROI by 38% and strengthening attribution accuracy.
- Delivered $100M+ cumulative revenue impact through technology-led GTM, CRM, eCommerce, and digital transformation initiatives.
Languages
English
Hindi
Personal Information
- Relocation: Open to Relocation
- Title: GLOBAL MARTECH DELIVERY LEADER
- Availability: Immediate Joiner, Open to Global Relocation
Salesforce Trailhead Credentials
2025, https://www.salesforce.com/trailblazer/yxyup2wr8q8gzrgdr1, Salesforce, MuleSoft, and AI ecosystems — integrating automation, analytics, and delivery excellence., AI & Transformation: Generative AI Basics, Agentforce Basics, Digital Transformation, Integration & Architecture: MuleSoft API Designer, API Basics, API Lifecycle Management, Cybersecurity Architecture, Delivery & DevOps: Salesforce Agile Basics, DevOps Center: Quick Look, Data & Marketing: Data Cloud for Marketers, Marketing Cloud Engagement, Salesforce Basics
Technical Proficiencies
Salesforce, HubSpot, Anaplan, Shopify, WooCommerce, SFMC, GA4, Power BI, Databricks, BigQuery, Adobe Analytics, Looker, Adobe Campaign, Klaviyo, Omnisend, Marketo, Agentic AI, ERPNext, Zoho Inventory, Razorpay, Stripe, ShipRocket, Jira, Asana, Trello, Slack, Notion, Figma, SEO & CRO Tools
Timeline
Director, Performance, CRM & Analytics (Global)
Selectivv Europe
01.2025 - 09.2025
Head, Digital/Marketing Strategy (23 Global Markets)
Lyca Mobile Group
01.2018 - 12.2024
Marketing Director, CRM & Demand
Shapoorji Pallonji
01.2017 - 12.2018
Head of Marketing
Durar Properties
01.2015 - 12.2017
Product Head
Aqua Filter Europe
01.2014 - 12.2015
Marketing Head
OTE Group
01.2011 - 12.2014
Earlier Roles
01.2003 - 12.2011
Sloan Fellow / MBA - Leadership & Strategy
London Business School
PG Diploma - AI & Machine Learning
IIIT Bangalore
MBA - Marketing & Finance
Vikram University