Influencer / Affiliate Marketing

In today’s digital landscape, influencers play a key role in shaping brand perception and consumer trust. I develop strategic influencer & industry leaders campaigns that go beyond endorsements—fostering genuine partnerships that align with brand values, engage the right audiences, and drive meaningful impact. Take a look at some of my influencer campaigns.

As the Influencer Marketing Manager at Crio, I spearheaded the expansion of influencer collaborations and brand partnerships, turning influencer marketing into a core brand awareness, engagement, and lead generation channel.

I successfully positioned Crio as a trusted name in the tech education space through a strategic mix of

  • Influencer-led content
  • Organic brand integrations
  • Multi-platform diversification and 
  • Data-driven performance analysis, 

While Scaling Influencer Marketing into a Revenue-Driving Growth Channel for Crio.
Here are some key Business Impact in last 2 yrs :

Scaled Crio’s influencer program from a brand-building initiative to a major lead-generation channel contributing to 12% of company revenue.

1. Built a Scalable & Structured Influencer Program

I created a systematic and scalable influencer marketing framework by developing:

  • A repository of 300+ high-impact influencers across EdTech, FinTech, and Infotainment categories.
  • Diversified influencer mix—worked with macro-influencers, micro and Nano-influencers (highly engaged niche communities).
  • A structured Influencer Playbook, defining brand guidelines, brand representation, messaging strategy, and content frameworks to maintain authenticity while ensuring Crio’s value proposition was seamlessly integrated in the influencer onboarding process.
  • Streamlined influencer onboarding processes, ensuring efficient and effective partnerships.

Key Industry Collaborations:
Worked with top influencers like Striver (1M+ followers), Nishant Chahar, Ezi Snippets, Ajay suneja and collaborated with tech leaders for our podcast series In and Around Tech  such as:

  • CEO of Yellow.AI
  • CEO of DigiYatra
  • Chief Data Science Officer, Tech Mahindra
  • AI Engineering Lead at IBM

2. Transformed Influencers into a Lead Generation Engine

By leveraging the right influencers with a highly relevant tech audience, I ensured that the leads acquired through this channel had higher conversion rates and shorter sales cycles, making influencer marketing a scalable, ROI-driven initiative for Crio.

While influencer marketing was initially only a brand awareness driver, I transformed it into a major lead-generation channel by:

  • Leveraging targeted influencer audiences to drive higher-intent leads that converted faster at lower Cost Per Lead and and a very competitive CAC than other paid channels.
  •  Developing special influencer-led coupon codes & offers that boosted lead-to-sale conversions and contributed directly to revenue growth.
  •  Optimizing influencer collaborations using performance tracking dashboards to identify high-ROI partnerships and double down on top-performing creators.
  • Experimenting with multiple content formats—YouTube integrations, LinkedIn posts, Twitter threads, and Instagram Stories—to drive leads from multiple touch points.

For instance we can look at one my campaigns-Influencer Masterclass Contribution:

  • Total Leads: 7,321
  • Qualified Leads: 2,460 (33.6%)

3. Integrated Influencers into Organic Growth & Social Proofing

I developed and executed multiple influencer-led campaigns that not only enhanced brand awareness but also directly impacted user acquisition and sales.

  • Branded Success Story Integrations:
    • Created dedicated videos where successfully placed Crio users shared their career journeys, hardships, and transformation.
    • These testimonials, hosted on influencer platforms, reached highly targeted tech audiences, increasing brand trust and engagement.
  • Integrated Influencer Content:
    • Seamlessly embedded Crio’s offerings organically into influencer scripts, ensuring natural, non-intrusive brand exposure.
    • These integrations drove traffic and qualified leads to Crio’s platform while maintaining authenticity.
  • LinkedIn Collaborations & Thought Leadership: :
    • Hosted special webinars where influencers either conducted sessions or promoted Crio Masterclasses to their audience via LinkedIn.
    • This drove registrations and created industry-wide buzz, reinforcing Crio’s credibility.
  • Instagram Stories & Micro-Content:
    • Leveraged short-form content across Instagram, LinkedIn, and Twitter to drive awareness and engagement.
  • Event Collaborations & Community building :
    • Invited influencers to key Crio events (CAN, Mentor Connect, Reboot, etc.) to create buzz and drive attendance.
    • Co-branded activations helped popularize Crio’s programs and events within niche tech communities.
  • Influencer-Led Free Masterclasses & Webinars:
    • Organized exclusive free sessions with influencers, providing their audience with value while generating high-intent leads for Crio.
    • Introduced special influencer coupon codes, incentivizing attendees to convert into paying users.
    • Crio Masterclass Affiliate Contribution for 2025 so far stand at:
      Leads Generated: 7,321
      Qualified Leads: 2,460 (33.6% conversion)

4. Optimized Budget Allocation & Performance Measurement

  • Managed a ₹68L+ budget, ensuring cost-effective influencer collaborations by:
  • Negotiating lower-cost deals for long-term partnerships, reducing per-video spend.
  • Reducing CPL (Cost Per Lead) to ₹157, ensuring efficient spending per acquisition.
  • Implemented a performance tracking system to analyze each influencer’s impact on leads, engagement, and revenue—allowing for data-driven budget reallocation.

5. Innovated & Expanded Multi-Platform Presence

Crio initially focused only on YouTube collaborations, but I successfully diversified influencer efforts across:

  • LinkedIn – Hosted influencer-led industry sessions & masterclasses.
  • Instagram – Ran influencer-led IG Stories campaigns for direct traffic.
  • Twitter & WhatsApp – Built niche tech community engagement.

6. Full Ownership: Strategy, Execution & Performance Tracking

I led the influencer marketing channel end-to-end, from identifying and onboarding the right influencers to negotiating deals, developing content strategies, reviewing edits, launching campaigns, and tracking performance. By analyzing key metrics like reach, engagement, CPL, and revenue impact, I continuously optimized strategies for better results and scalability.

Key Responsibilities :

  •  Influencer Sourcing & Vetting – Identified influencers aligned with Crio’s target audience.
  • Negotiations & Contracting – Secured cost-effective, long-term partnerships.
  • Content Strategy & Scripting – Ensured authentic, brand-aligned content.
  • Performance Optimization – Monitored campaign impact and refined strategies in real time.

Key Impact 

Through a data-backed, audience-first approach, I transformed influencer marketing at Crio into a full-funnel growth engine, impacting brand awareness, user acquisition, and revenue. My expertise lies in building scalable influencer partnerships, crafting compelling content strategies, and driving measurable business results through influencer-led growth.Looking ahead, I’m eager to bring my expertise in scaling influencer-led growth strategies, driving measurable ROI, and building impactful brand partnerships to my next challenge.

Looking ahead, I’m eager to bring my expertise in scaling influencer-led growth strategies, driving measurable ROI, and building impactful brand partnerships to my next challenge.