About

Karna S. is a Certified Scrum Product Owner with over 6 years of experience in creating and deploying web and mobile products within the e-commerce, credit cards, and financial services space. Karna is passionate about finding consumer problems and designing effective solutions. With a strong background in both waterfall and agile development organizations, Karna is able to lead businesses through the complete product lifecycle, including authoring product requirements, user flow, wireframes, testing, and roll-out. Currently, Karna is the AVP of Product Management and Growth Marketing at Aditya Birla, where she has launched ABC of Money, an on-brand content platform to increase awareness, consideration, and customer acquisition for their financial products. She has also conceptualized and executed a Search Optimization Strategy that launched over 1200+ highly curated articles over a period of 6 months. Additionally, Karna launched AMP (Accelerated Mobile Pages) for faster page speed across all mobile devices. Karna's experience also includes her role as Head of Mobile App and Digital Marketing at SBI, where she developed programs to migrate customers to online/digital platforms, delivered organic traffic growth by managing search optimization strategy (SEO), and was responsible for customer engagement across social media platforms like Facebook, Twitter, LinkedIn, and G+. She also managed website-based activation enhancements projects and was responsible for monthly SMS and email budget planning. As a Product Manager at Freecultr, Karna was responsible for customer relationship management, including campaign management, campaign planning, digital asset management, BTL marketing promotions, email, and SMS campaigns. She designed and implemented a customer segmentation model based on RFM analysis and executed customer engagement campaigns for customer acquisition, cross-sell/up-sell, retention, and re-activation, leading to a 3x sales growth. Karna holds an MBA in Brand Management from Thunderbird School of Global Management, an MBA in Business Environment in China and Asia from Peking University, and a Gamification certificate from The Wharton School. She also holds a Bachelor's degree in Information Technology from Thakur College of Engineering and Technology, University of Mumbai. Karna's specialties include Product Management, UI/UX, Minimum Viable Product (MVP), Wireframes, User Journeys, User Stories, Google Analytics, SEO, SEM, PPC, Digital Campaigns, Strategic Alliances, E-Mail Marketing, Customer Acquisitions, and Customer Retention. She has a tech stack that includes Product Manager,