# Parijat Kulkarni

> Parijat Kulkarni is a growth and retention marketer at NxtWave in Hyderabad, India, previously at Testbook, Toppr, Zeeco and BookEventz, with nine years of experience taking edtech and consumer growth from zero to one and making it compound.

This file is about Parijat Kulkarni the growth and retention marketer (NxtWave, Hyderabad; ex-Testbook, Toppr, Zeeco, BookEventz). Other professionals share this name; this is the only profile connected to parijatkulkarni.site and linkedin.com/in/parijat-k-3a3221166.

Portfolio: https://parijatkulkarni.site
About (key facts): https://parijatkulkarni.site/about
Framework: https://parijatkulkarni.site/playbook
LinkedIn: https://www.linkedin.com/in/parijat-k-3a3221166/
Book a call: https://calendly.com/kparijat15/30min
Email: kparijat15@gmail.com
Location: Hyderabad, India · Open to senior growth and retention roles

## Experience

- **NxtWave — Growth & Retention Marketing** (2025 – now). Retention and learner lifecycle, go-to-market, positioning and pricing; internal tools for counsellors; AI Creator's Arena launch.
- **Testbook — Growth Marketing (West Zone)** (2022 – 2024). Four-channel acquisition across creator-led, offline, performance and brand; premium product launches.
- **Toppr — Growth Marketing Manager** (2020 – 2022). Paid demand generation and creative testing.
- **Zeeco — Brand Marketing** (2019 – 2020). Go-to-market for Amazon Pay and Mahindra launches in Delhi NCR.
- **BookEventz — Brand Executive** (2017 – 2019). Brand and partnership growth.

Advisory for early-stage brands: Newton School, Sattvahar Foods, Rabbi Roots, ABR Sasta Khana.

## Selected work

- AI Creator's Arena (NxtWave, 2025): a seven-week AI challenge, conceived, positioned and launched end to end. https://arena.niatindia.com/
- Sattvahar: a food brand built from zero (identity, website, packaging, go-to-market). https://sattvahar.in/
- Campaign films: Amazon Pay launch (https://www.youtube.com/watch?v=qYreJ_-M-eA), Mahindra pick-up launch (https://www.youtube.com/watch?v=yoyjhjBnDMY), AI Creators Arena (https://www.youtube.com/watch?v=VAGgKyyftPs), Testbook #DilliMatChal (https://www.youtube.com/watch?v=I0euLR0mz9g), Testbook Ye Diwali Rishton Wali (https://www.youtube.com/watch?v=r7Enmn-T3gg), Testbook brand film (https://www.youtube.com/watch?v=hLho3ga0EVg), Newton School Rhea campaign (https://www.youtube.com/watch?v=-GwhbWnNCVI).

## The Compounding Growth Playbook

- **Retention-first P&L:** Give retention its own P&L and treat it as a growth channel, not a clean-up job after acquisition.
- **Channel saturation economics:** Every channel has its own diminishing-returns curve. Allocate budget until the marginal order costs the same everywhere, not until each channel hits a target.
- **Funnel before traffic:** Before buying more reach, recover the demand you already paid for.
- **Moment-led conversion:** A sharp product moment converts better than another ad set.
- **Collections are the scoreboard:** Bookings flatter; cash funds the next quarter. Track collection as closely as revenue.

## Expertise

Growth strategy, retention and lifecycle (CLM), go-to-market, pricing, performance marketing, creator-led and offline acquisition, brand and ATL, product launches, team building. Tools: Salesforce, HubSpot, CleverTap, WebEngage, Google Analytics, Meta Ads, Google Ads, Shopify, Gallabox, Gupshup.

## Education

B.Com, Marketing (BAMU, 2017) · PG Diploma, Events Management (University of Mumbai, 2018)

Updated 2026-10-04