The Null Hypothesis

I am a media professional with a natural curiosity towards media and technology. I’ve worked across broadcast and OTT companies since 2008 with a wide experience across Content, Business & Marketing. In my last role at MX Player, I worked on cross-functional initiatives to help boost platform growth and engagement. I am fluent in English, Hindi & Telugu. My favourite weekend activity is to switch off the laptop and listen to vinyls with my daughter 👨‍👩‍👧

Why the Null Hypothesis?

British Nobel-laureate Ronald Coase famously said “If you torture the data long enough, it will confess to anything.” True words that ring loudly in any digital-first company. As someone who’s cut their teeth in quantitative research, I firmly it is consumer behaviour & insight that is sacred and we must seek it out with the help of data (big or small).

In statistics, the null hypothesis conjecture is the first step to begin any inferential analysis. Similarly, I begin every growth project with a null hypothesis to help me understand consumer behaviour better. In some ways this blog is an attempt at trying a growth hack on myself. I’ve been passionately teaching myself new tools to make more meaningful impact towards business. I hope to document and share my learnings through this journal.

Feel free to leave a message using the tab on the right👉🏼

Skills

R Programming

Python Programming

Statistics & Machine Learning

Consumer Research

Growth Marketing

Business Management

Qualifications

MX Player (Feb ’20 - Oct ’22)

Director, Consumer Insights & Strategy

Heading the Consumer Insights division and leading a team of data scientists/analysts to centralize all data requirements across departments (such as SVOD, Marketing, Content & Product)
Doubled the platform share of acquired shows and drove launch strategy of 35+ acquired shows cross-functionally with Product, Programming and Marketing teams
Devised 5x growth of International dubbed category MX VDESI; responsible for GTM strategies that led to growth in user retention & consumption

Viu India (Sep ’16 - Feb ’20)

Associate Director, Growth Marketing

Spearheaded the platform growth with 6x increase in user base & 7x increase in app installs. Managing annual marketing budgets and building the OTT audience acquisition models
Developed Marketing Measurement Model to optimize TV GRP-to-new installs. This modelling mix was increased marketing efficiencies by 15%
20% reduction in marketing costs by geo-mapping user consumption density at zip-code level thereby building more focused media plan for Telugu markets

Sony Pictures Network India (Jun ’08 - Sep ’15)

Managment Trainee to Sr. Manager

Multiple roles in the company with wide experience across Strategy, Research, Marketing, Revenue Planning and Content Acquisition

Post Graduate Diploma in Communications, 2008

MICA (Mudra Institute of Communications, Ahmedabad)

B.E (Computer Science & Engineering), 2006

Vasavi College of Engineering (affiliated to Osmania University), Hyderabad

Visiting Faculty at

Flame University, Pune
SNDT Women’s University, Mumbai