INMA 30 Under 30: Utkarsh Arora of Economic Times

By Dawn McMullan


Dallas, Texas, United States


On September 17, INMA awarded 30 young professionals around the world with its debut “30 Under 30” award as part of its Young Professionals Initiative. This is the fifth in a series of 30 features about these impressive rising media stars who are shaping our industry. 

Uktarsh Arora was promoted to a senior manager position within 15 months of joining The Economic Times, making him the youngest person to reach that level.

Under his leadership, ET’s subscription revenue and subscribers have grown 3.5 times year-over-year for the past six quarters with an 80% decrease in marketing spends and significantly increasing average reader per user.

Utkarsh Arora is group product manager at The Economic Times in India.
Utkarsh Arora is group product manager at The Economic Times in India.

With three days’ notice, the company decided to create a campaign for ETPrime paid subscribers. Within 24 hours, Utkarsh assembled 12 members from different teams and created an action plan to take the campaign live within two days.

The results: Daily paid subscriber acquisitions increased 10 times during the campaign.

“I extended learnings from the campaign by building an experimentation platform which allowed us to pitch custom plans and offer dynamic rewards (without even entering deal codes) to consumers based on their data profile,” he said. “These initiatives, along with other product interventions, helped improve our subscriber acquisition conversion by 3x within the next eight months.”

About Dawn McMullan

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