Tell us a little more about yourself.

Aditya is the Communication & Community Manager at Whatfix. He is a former technology reporter and PR practitioner who works with startups, helping them with their growth, marketing and public relations. An interesting factoid about Aditya, he has the highest reputation amongst all the Whatfix users.

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What did you study? How did you end up in such an offbeat, unconventional and cool career?

I am a Journalism graduate from Mumbai University having studied at Bhavans college, Andheri. After graduating, I worked at several print and online publications whilst pursuing and completing post graduations in Human Rights (Kalina University) and IPR Management (NMIMS). Post my stint as a PR liaison for technology brands like Apple; I started working as an App Marketer with several startups as a I pursued a Masters in Online Journalism (Madras University).

The cumulative work and academic experience today are very helpful to me for identifying new growth opportunities for startups and companies alike. Technology, science and astronomy excite me and there is no better place to experience and excel with such a skill-set than at a startup.

Tell us about your career path since college

I was the editor for our college magazine, Amrutam. Objective was to revamp Amrutam, so as to attract the college students towards reading it. Amrutam is an annual magazine of Bhavans College, Andheri that is published in four languages.

I started my career as trainee reporter, working with journalism heavyweights: Sucheta Dalal and Debashish Basu for their magazine – Moneylife. For Moneylife, I covered lifestyle, m-commerce, NGO’s and investigative reporting into MLM scams.

I was later hired by ET Now’s (now defunct) property Technoholik. At Technoholik, I worked as a staff writer writing reviews and covering daily news. I’d written extensively on apps made by local developers. Some of the companies that I’d covered were Geodesic (MunduTV), Zomato to name a few.

As Senior Accounts executive at Good Relations India, my main job was to look after the media outreach for Apple India. During this time, I also handled projects from Rediff India and crisis communication for other clients.

At EffectWorks and NFN Labs as community manager, my main task was to setup the marketing department. The role was diversified into B2B and B2C marketing. 

At EffectWorks, I was involved in setting up their new website in order to maximise the top of the funnel and the consequent conversion on the website. In order to achieve that, we setup the entire website from the ground up. This included the website redesign to content creation.

At NFN labs, my primary role was to get traction for the App Portfolio.
One of the main products being Demonstrate – Mobile Prototyping. The main challenge with the app was the niche that we were working in. I’d to make the journalists the sector and the innovation made by the app. Even then, we were able to crack international publications like: Mashable, AddictiveTips, BeautifulPixels, 148Apps to name a few. We were also able to get interest from as far off as Japan and Germany.

In India, we were able to crack features in Mint (ThinkDigit), The Hindu, FoneArena, YourStory and Times of India.

Another aspect that I am proud of is being able to organically crack the keywords, mobile prototyping using press coverage and blog posts. This helped us get visibility in a niche with much bigger players. I was also involved in getting other apps in our portfolio coverage and growth. I achieved this by working closely with the development team that included amazing designers and developers. NFN Labs today is a known name in the app industry, having released global blockbusters like Screeny. Before, NFN Labs, I helped two Times Internet Properties – Gizmodo and LifeHacker India setup in the country.
Other than that, during this time, I took up freelancing opportunities and published articles with Forbes India, Times Of India (Tech), BeautifulPixels and for my own technology-based website

Before joining Whatfix, i worked as Growth Marketer for SignEasy. At SignEasy, I handled public relations (International & India), developer partnerships (Dropbox), coordinate PR Agency and SEO firms (US-based), write newsletters, website content, app description & strings with translation into different languages. In addition to that, I also handled the design and merchandising needs by coordinating it with the necessary stakeholders. My job also involved looking into the user behaviour, customer care know how which I applied for content creation for inbound marketing.
SignEasy today is a Google and Apple store featured App.

What do you do at Whatfix?

Whatfix is an entirely new experience for me. Being accustomed to app marketing, I find a web app to be more exciting and challenging.

At Whatfix, my role has transformed as per the company’s needs. Initially, I worked on our community platform and then went to help with content and public relations.
Being a B2B platform, guest posting and inbound are important aspects of marketing. For the same, I was able to crack guest posts on Kissmetrics, CrazyEgg, FreshDesk, Wingify, Datalyze, ETTech and monthly feature on Inc42.

We have a growing Whatfix Community which is helping users solve problems like onboarding, training and documentation with our free-to-use tool.

In addition to being the Community Manager responsible for growth, branding, partnerships and strategy; I also handle inbound and outbound communication for Whatfix.

What do you love about working at Whatfix?

What gravitates me towards Whatfix Community is our motto to make the web an interactive experience. Whatfix’s founders Khadim and Vara are amazing people to work with and the diligent manner in which they are putting together the core team is commendable.

Every Whatfix’er is motivated to accomplish their goal because of the work environment that has been fostered. But, what I love the most about working at Whatfix is being able to take a guilt-free post lunch nap.

What is the best memory or an unforgettable moment you have had so far at Whatfix?

There have been many moments that I have truly enjoyed at Whatfix, but to pinpoint one is very difficult. But, if I’ve to pick one it would be the time, when the team went bowling and I bowled my best game ever.

You have created a lot of flows on Whatfix. Tell us more about them?

Flows are Whatfix’s interactive guides. Find more about them, here.

There are three types of flows that I create:

1) Flows that help users with generic web tasks like blocking candy crush requests.

2) Flows that are embedded on websites using our javascript helping users onboard or understand a web-app functionality in a seamless manner. I started making these flows with Trainman and now I am actively looking to help more websites in a similar way with our #DeclutterTheWeb campaign.

3) Making flows around a web-app like WordPress, where I guide users from creating the blog to installing plugins.

What is your typical weekend like?

I love home improvements. So, I spend a lot of time experimenting and exploring DIY techniques, so far with dismal luck. If not that, then I am usually cooked up in my house playing on my PS3 with friends. Seldom do I go out and when I do, I ride around Bangalore or end up going to the local watering hole.