Rashi Pahwa

D2C growth marketer with 3+ years of experience building and scaling high-growth consumer brands, with a proven track record of driving customer acquisition, retention, and conversion rate optimization. Strong experience across full-funnel growth, campaign efficiency, P&L management, customer lifetime value, and performance-led growth strategy.

Assistant Manager - D2C Growth - Merlin Brands

(2025-09 - 2026-03)

• Owned full-funnel growth marketing across paid acquisition, campaign planning, GTM execution, CRO, retention, analytics, and reporting, scaling a ₹30Cr+ D2C business and driving 2x revenue growth
• Managed ₹3Cr 6-month paid acquisition budget across Meta and Google, reducing CAC by 30% while sustaining 3-3.5 ROAS through audience restructuring, campaign optimization, creative testing, and funnel improvements
• Led acquisition and growth campaigns across paid media, sale events, product launches, and retention-led activations to improve customer acquisition, conversion efficiency, and repeat revenue
• Delivered 35% higher sales-period revenue by leading GTM planning, offer architecture, bundle strategy, promotion calendars, retention activation, and demand forecasting for new launches
• Improved CVR from 2.5% to 3.5% and increased AOV by 27% by optimizing PDPs, landing pages, sale journeys, and paid traffic flows using GA4, heatmaps, and funnel drop-off analysis
• Built and optimized lifecycle journeys across welcome, abandoned cart, post-purchase, winback, upsell/cross-sell, and sale activation flows, scaling retention revenue contribution from 20% to 40%
• Led an 8-member growth pod across performance marketing, CRO, retention, analytics, creative, tech, and agency stakeholders owning customer acquisition, full-funnel marketing, CLTV, and growth metrics

Senior Associate - D2C Growth - Vahdam India

(2024-02 - 2025-09)

• Led D2C, affiliate and international marketplace growth, driving 20% YoY revenue growth through sharper channel planning, promo and NPD calendars and marketplace deal execution
• Delivered ₹60L+ revenue from Macy's, QVC and Good Morning America through high-potential SKU selection, devising pricing strategy and planning limited-time offers
• Scaled affiliate revenue to ₹1Cr through listing improvements, product-level tracking, budget allocation optimization and performance-based models
• Managed ₹1Cr+ monthly paid media budget across Meta and Google, delivering ₹3.5Cr+ revenue through campaign restructuring, audience segmentation, creative testing and landing page alignment
• Led Shopify site revamp with product, design and tech teams, improving conversions by 22% and reducing bounce rate by 18% through stronger UX, PDP structure and customer journey improvements
• Grew WhatsApp revenue by 50% & SMS revenue by 10% by building personalized retention flows, behaviour led customer segmentation

Business Analytics & Retention Associate - The Man Company | An Emami Company

(2022-09 - 2024-02)

• Drove 4x retention revenue growth by building personalized campaigns, lifecycle segmentation, and targeted customer journeys across key customer cohorts
• Improved retention by 20% through cross-channel lifecycle journeys, upsell/cross-sell campaigns, cohort analysis, and repeat purchase initiatives
• Increased campaign effectiveness with 50% higher open rates and 75% higher CTR through sharper segmentation, messaging, and engagement strategy
• Led NPS and brand health studies, translating consumer insights into product innovation, GTM, and RTM recommendations that drove 10% incremental revenue

Bachelor of Commerce Honors - Commerce - Daulat Ram College, University of Delhi (2022)

CBSE XII - R.E.D School, Haryana (2019)

CBSE X - R.E.D School, Haryana (2017)