Context & Challenge

When I joined Multipl as Associate Director of Growth Marketing in November 2024, the fintech investment platform faced a critical growth bottleneck. While the app was generating installs, the install-to-goal conversion rate stood at just 8.7%—meaning 91% of users dropped off before creating their first investment goal. Additionally, customer acquisition costs were climbing, time between subsequent goals averaged 87 days (indicating poor retention), and first 90-day churn was eroding lifetime value. The challenge was clear: build a scalable, profitable growth engine that optimized the entire funnel from install to active investor.

Strategic Approach

I implemented a three-pillar growth strategy combining full-funnel optimization, data-driven experimentation, and creative channel diversification:

1. Onboarding & Activation Redesign

• Redesigned the onboarding experience into a context-rich 6-step flow that combined KYC completion, investor profiling (Conservative/Moderate/Growth/Aggressive), and strategic drip campaigns
• Built simple gamified tools (Spendvesting calculator, Needs-Wants-Savings models) that increased high-value goal creation rates
• Implemented persona-driven user flows based on four distinct investor profiles, reducing friction at every step
• Worked with engineering teams to update the Android Manifest structure, incorporating the Manifest API to unlock sophisticated targeting based on real app usage patterns (travel apps, food delivery, BNPL, ride-hailing behavior)

2. Performance Marketing & Channel Optimization

• Executed multi-channel campaigns across Google Ads, Meta, LinkedIn, and emerging networks, leveraging behavioral segmentation and advanced targeting
• Launched guerrilla marketing at Global Fintech Fest 2025: built a pre-booking landing page (multipl.in/gffbusbooking) that captured first-party data on 4,500+ high-intent fintech professionals through a free shuttle service
• Scaled city-wide OOH with BEST bus branding, creating 2.9 million daily impressions
• Led TVF "Sisters" entertainment partnership, activating 10,000+ installs from the female cohort with 20% lower CPI than paid benchmarks

3. Retention & Lifecycle Marketing

• Launched Multipl Premier League during IPL: delivered 150+ performance-driven content pieces across 74 matches using moment marketing
• Re-engineered long-term goals into modular micro-goals (flights, hotels, dining), enabling concurrent multi-goal stacking
• Deployed precision retargeting campaigns on Meta platforms with reward-driven messaging
• Set up a self-learning recommendation engine leveraging user behavior signals to auto-suggest brand-tagged savings goals