Hey, I'm Muskan! 👋
Translating data insights into strategic action and measurable business impact.
Currently pursuing MSc Strategic Analysis & Innovation at NUS Business School. Former Key Accounts Manager at Zomato, where I led cross-functional campaigns, drove operational excellence, and delivered measurable growth for India's leading brands.
Core Competencies in Action 🎯
New Product Launch During IPL
India's Largest QSR Chain
IPL is India's peak food-ordering season — every brand fighting for the same screen time. The challenge wasn't just launching a product; it was getting customers to spend more, not just order differently. Click to see how.
- Identified high-value cohorts and ran segmented push notifications timed to peak match windows
- Secured top-of-feed sponsorships during live matches — maximising visibility when ordering intent was highest
- Shifted customers from individual items to bundled combos, driving a ~10% AOV spike
- ROI improved from 9x to 10x; product hit all-time high order volumes on platform
Geo-Spatial Cost Optimisation
Leading Dessert Chain · Bengaluru
The brand was bleeding revenue and couldn't explain why. Outlets were quietly cannibalising each other — multiple stores serving the same zones, splitting demand and driving up costs. Click to see how data uncovered it.
- Used Kepler to map demand heatmaps — visualised where orders came from vs. where outlets were placed
- Pinpointed outlet cannibalization: stores competing for the same radius, inflating costs with no revenue uplift
- Built a data-backed relocation strategy for leadership — cut redundant coverage, redirected to high-demand zones
- Reversed 15-20% degrowth; optimised network unlocked a city-level expansion collaboration
Process Optimisation & Workflow Redesign
Operational Excellence · Zomato
Ad launches took 2 days. Promos took half a day. Onboarding stretched a week. None of it acceptable. I mapped every bottleneck and rebuilt the workflows — click to see the before and after.
- Ad deployment: Redesigned validation flow — cut from 24-48h to 2-3h
- Promo launches: Automated setup, removed redundant sign-offs — 3-4h → 15-20 mins
- Partner onboarding: Standardised docs + integrated tech — 5-6 days → 2 days
- Automated validation checks with tech teams, freeing the team for higher-value work
Sales Tools Implementation
Team Enablement · Catenon India
The team was burning hours on manual prospecting with little return. The challenge: find what works, roll it out to 60 people, and actually make them use it.
- Evaluated Lusha, YAMM and others — selected based on ROI, ease of use, and workflow fit
- Designed and led hands-on training for 60 people, focused on real adoption not just rollout
- Built tracking frameworks so outreach could be measured and iterated on over time
- Freed the team from manual prospecting — shifting focus to relationship building and conversion
Co-Founded Yogaway: Digital Wellness Startup
Co-founded and scaled a digital yoga platform from concept to 2,000+ customers in Year 1. Led growth strategy including customer acquisition, retention programs, and community engagement. Managed operations in a resource-constrained environment, demonstrating adaptability and execution discipline.
Doctors on Call
Led 40 volunteers during COVID's second wave to deliver free pan-India teleconsultation support
Roopantaran
Directed 30+ youth volunteers in district environmental campaigns with strong community participation
Girl Child Education
Mobilised funds through environmental initiatives to support education access for girls