Achal Shah on SuperStuff.ai

Achal Shah

Data-driven, digital-first Growth Leader with multiple years of leadership experience in building & growing global businesses from scratch. Advisor & Mentor to multiple early-stage startups

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Business Growth

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Marketing

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Performance Marketer

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Content Marketing

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Conversion Revenue Optimisation (CRO)

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Brand Management

Pune, India

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Achal Shah | Seasoned Growth Leader | Eager Learner

Roots in India's 'Enterprise City'. Physically based in Pune. Operating globally.

Grew up in the megacity that was then known as 'Bombay' - India's megapolis and the melting pot of culture & enterprise. Now reside in the (relatively) quieter emerging metro called Pune.

Physically in India

But always operated globally!

My Motto #1:

Sustainable Growth > Reckless Growth.

Value > Valuation

My Motto #2

Bring the Attitude. Aptitude will follow!

My Motto #3:

Speed & Precision over Haste & Perfection

I don't discriminate.

I'd love to grow B2C, B2B, B2B2C or SaaS businesses!

Stickler for Time | Obsessed with numbers

More about me

That's me in the corner. That's me in the spotlight...choosing my profession!

The world is my canvas..

And I can help paint yours with the right marketing tips!

I am a doting dad to a 6-year old.

And I am confident that I can take care of your business needs too!

This is my 4-legged best buddy..

And I am confident I can make your customers as loyal too..

Happily married..

But would love to flirt with your brand and business :)

I firmly believe that a bird in hand...

Is worth much more than spending $$ on acquiring new 'birds' from the bush!

I am a heavy metal fan!!

And I would love to get a chance to prove my mettle..

So here I am..

All set to inject the right juices into your campaign!

Lots done. Lots to be done!!

Founding Team Member - TimesofMoney

Product, Marketing, Growth LeaderatIndia's original FinTech.

Successfully incubated, created & led the team that executed the largest Global Indian Awards events for 2 years running in New York City dubbed the ‘Oscars for the NRIs’

Worked directly with Virat Kohli (India's leading sportsperson & influencer) on back-to-back brand campaigns

Led a book of $ 2 BN (BILLION!!) in volume a year with a marketing budget of just $1 MN

Helped our shareholders get a $100 MN exit in 2012 as one of the top 3 team members

CMO Super30 Award Winner 2019 - Internet & Mobile Association of India

Marketing Challenge #1: Building a location-agnostic global, digital business from scratch

The Challenge

Building a category, business and brand where the primary customer who you never get to meet or speak to, is in a different continent & time-zone ,over 10,000 miles away!

The Barriers:

- Very modest budgets. No VC $$ to blow!
- No relevant mainstream, mass media even with budgets
- Digital targeting was tough & expensive
- Targeting the base was even tougher

'Inward' Marketing - The Method behind my Madness.

No crazy spends | Pure data & UX focus | Each page, form, field, error message is a gold mine | Try.Fail.Learn.Repeat.

What I did...

- Amplified the brand to build trust primarily using video (e.g YouTube)
- Heavy on intent-drive performance like search for better conversions
- Focused on optimising low cost for organic traffic
- Active C.R.O every single day to further optimise performance

The output

- 'Presence' in 5 continents without any (physical) presence
- A 1 million annual active transacting base across these markets
- Top searched brand in the category in each of these markets

Marketing Challenge #2: Finding the equivalent of a needle in a haystack

The Challenge:

Targeting a 0.1% audience bucket in a 600 million audience size. Not impossible. But not easy either.

The Barriers:

- Targeting a 1 MN base in a 600 MN universe
- Zero physical presence in the target market - staff, branches etc
- Demand-supply mismatch means any digital media is 5-10x more expensive

What I did:

- Use advanced targeting methods to drive inbound traffic
- Drove traffic, brand searches etc to build organic intent
- Focused on the 'post-click experience' to maximise conversions
- Created cohorts to keep the acquired flock intact
- Added a robust referral program to get each 'needle' to acquire 3 more

The output:

- Cumulative $20 BN in thruput over a period of a few years
- A industry-defying conversion rate of 15% (click to sign-up)
- 75%+ average retention rate
- Progressive reduction in CAC - annual average of 15-20% reduction
- Referral users at half the CAC and 30% of the overall new users

Mentoring | Learning | Growing.

Certified Blockchain Expert – V2: Blockchain Council

Product Strategy: Discovering, Developing, Managing & Marketing Products as a Business – Kellogg School of Management - Northwestern University

Volunteer | Strategic Advisor - India Fintech Forum

Fintech Friday Mentor - Barclays Rise Program