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Anatomy of a Growth Marketer: Aranya Choudhury,

Written by: Juliana Casale, Director of Marketing

Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising. is an ecommerce portal for Indian moms, selling baby and children’s apparel, shoes and other related products. Launched in October 2012, the online store was co-founded by two Harvard Business School alumni who previously worked together at and realized how important convenience is to busy mothers.

What’s it like to work in India at a successful, fast-paced flash sales site? We asked Aranya Choudhury, Customer Acquisition Manager for to share his insights.

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What does a typical day look like for you at

We start off with a quick standing meeting, wherein all the departments share the performance and learnings of the previous day. This is to understand and solve for stumbling blocks being faced by different departments.

The acquisition team then gets together for a quick review of the last day’s performance (channels and segments), and then we deep dive into each channel to chart the strategy.

Since a major part of our business is flash sale, we run new campaigns every day. After conceptualising the advertising mix across channels and customer segments for the day, these campaigns are executed and then monitored continuously.

Later in the day, we research newer channels to be explored or sit with the product team to devise hacks for bettering conversion rates.

How does your in-house advertising team interact with other internal teams?

The acquisition team needs to work closely with the merchandising team to share category and brand performance and plan for the catalogue part of the business, which frequently draws in new customers. Like many performance marketing teams, we work closely with BI to run analysis on various aspects of the business and marketing efforts.

We plan the photoshoots for marquee brands and constantly work with the creative team to give them a sense of what works or not in ads.

But the most critical coordination has to be with the creative and studio teams, since the impact of a beautifully conceptualised and captured image drastically increases click-through rates while lowering costs. We plan the photoshoots for marquee brands and constantly work with the creative team to give them a sense of what works or not in ads.

What is your favorite Nanigans software feature?

The machine learning and optimization notwithstanding, the best feature has to be the granular reporting and the ease at which we can slice and dice data to analyse the campaigns. Yet another major draw of Nanigans is the fact that it is extremely easy to set up and deploy ads through the platform, without having to go through the pain of setting up targeting, budget and bids multiple times.

The bid multiplier is something that’s started working out nicely for us in terms of letting us capitalise when impression availability is at its peak. For a start-up like that constantly strives to be cost efficient, Nanigans is a good bet; it allows us to increase ROI while being able to reign in the CPA.

How can companies engage and develop in-house advertising talent like yours?

The crux of a successful advertising/performance marketing team to me is in the learning. Performance marketing teams need to constantly try things out and then analyse what went right or wrong and replicate or modify thereafter. The culture needs to foster such styles of working. Since online advertising changes very fast, it is imperative that there be considerable room for testing out new channels and new concepts quickly to figure out what works best for the business and then ramp up. Subsequently there needs to be knowledge sharing and substantial collaboration for everyone to grow and know more.

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