Anjani Gupta

Project duration

May '24 – Dec '24

Project context

Somnee had a classic "leaky bucket" problem. Roughly 20–22% of customers were returning the headband within the 30-day trial window. Data and customer feedback pointed to a common issue: many users weren't fully set up, weren't using the product consistently, or didn't understand how to get results early enough in the trial period.

My role

Design and lead a structured onboarding program to guide customers through first-time setup and encourage consistent daily use — across multiple surfaces including email, SMS, in-app prompts, push/phone notifications, and physical packaging. This was a cross-functional initiative that I owned end-to-end.

Constraints or challenges

There were strong, differing perspectives across leadership on data fidelity, channel ownership, and the right approach to influencing customer behavior. In particular, Engineering leadership and our CEO had different views on which signals to trust and which surfaces should drive onboarding. Without alignment, progress risked stalling despite clear customer need.

Execution or actions

• Set up a recurring cross-functional forum to review onboarding data and customer feedback together, including direct input from analytics and customer support
• Used early sessions to demystify the data and create shared understanding of where users were dropping off and why
• Built trust by being explicit about data limitations while maintaining high standards for accuracy and interpretation
• Helped clarify channel ownership and decision rights across teams, so we could move faster without stepping on each other
• Designed and launched a 45-day onboarding program spanning email (Klaviyo), SMS, in-app prompts, push/phone notifications, and packaging inserts
• Rolled the program out incrementally on Gen 1, then fully deployed it alongside the Gen 2 launch

Project duration

Mar '24 – Dec '24

Project context

When I joined Somnee, the email program was in rough shape. A poorly executed domain change shortly before I started hadn't been properly configured in Klaviyo, which damaged sender reputation and caused many campaigns to land in spam. On top of that, the email list had never been meaningfully cleaned or maintained, so it included inactive users and bot signups that further hurt deliverability and made performance metrics unreliable.

My role

Own and rebuild Somnee's email program end-to-end — with a focus on deliverability, list hygiene, and long-term channel health, not just short-term send volume or growth.

Constraints or challenges

The email agency in place had strong design instincts but limited technical expertise in Klaviyo and email hygiene. This made it difficult to address the root causes of the deliverability issues. I also needed to stabilize the channel quickly, without disrupting ongoing campaigns or losing momentum with stakeholders who relied on email as a core channel.

Execution or actions

• Evaluated and replaced the existing email agency with a more technical partner specializing in deliverability and list hygiene — and also more cost-effective
• Led the agency transition, including onboarding, documentation, and knowledge transfer, to avoid disruptions. Directly managed the new agency with clear priorities.
• Gradually warmed the domain by adjusting send cadence and prioritizing highly engaged users first
• Ran rigorous list cleaning to remove inactive, invalid, and high-risk contacts
• Improved segmentation to prevent oversending to disengaged users
• Implemented automated rules to identify and remove obvious bot signups
• Introduced Orita to better time suppression and re-engagement of segments based on online signals/activities

Project duration

Sept '23 – Mar '24

Role & Team

Growth Marketing Manager, SMB Global Marketing

Project objective

Long term project to overhaul the Business Profile website. This included a back end infra migration (i.e. new CMS, new dynamic server, single sign on) and front end design changes (i.e. a new design system consistent across other Google B2B websites).

My responsibilities

I oversaw the Business Profile site and was responsible for the site overhaul and A/B testing — collaborating across engineers, PMs, analysts and designers. The website drives ~80% of product acquisitions so this was part of a long term vision to create a personalized, cutting edge marketing website.

The challenge

Until Dec, there was no Product Manager nor Project/Program Manager for the site migration and redesign, so I stepped up as an interim PM. I served as quarterback and technical liaison not just within our marketing teams and agencies, but across Google engineering, analytics and UX/design teams.

My contributions

• Designed and operationalized a system for triaging bugs across UX/design, agency engineers, full-time engineers, and analytics to drive an efficient workflow
• Detailed out business requirements with leadership, creative requirements with UX/creative, and technical requirements with analysts & engineers
• Structured a project plan & gantt chart, mapping out key workstreams against time estimates for clear, realistic milestones, deadlines, and owners
• Reviewed and approved new website wireframes & visual designs, adhering to a new, unified design system while retaining the unique identity of the product
• Spearheaded performance, speed and accessibility testing, reporting and dashboarding to compare conversion rates for the overhauled site versus the control. Launched the A/B test in 4 key markets.

Project duration

Jan – Sept '23

Role & Team

Growth Marketing Manager, SMB Global Marketing

Project objective

To drive acquisitions for the Business Profile product at-scale with the lowest possible marketing spend.

My responsibilities

To identify, quantify, launch and scale new acquisition channels or initiatives that could scale at little to no cost.

The challenge

The team experienced massive budget cuts in 2023, resulting in the need to phase out paid search acquisition efforts. The idea was to instead identify, launch and scale new acquisition channels or initiatives that could scale at little to no cost and drive large acquisition volumes.

My contributions

• Replaced paid search efforts by leveraging Google's owned & operated channels. Launched a new channel called 'Homepage promotions' — small banners on google.com that deliver millions of impressions daily and are free to marketing (though challenging to gain approval for)
• These promos target users that sign in via Gmail and are determined to be non-users (product leads or prospects). They identify business prospects by comparing unclaimed profiles on Google Maps with @business emails to hypertarget specific types of prospects. I partnered with Product/Eng who develop/own these signal-based targeting models, while managing all copy/creative, optimizations and A/B testing (e.g. power analysis — how many markets & variants, rollout plans etc.)
• Explored new targeting channels including SMS and 3P chat apps