Deeksha Anand

Senior PMM @ Google Play | Loyalty Marketing | Emerging Market GTM | India × US × EMEA

India17.4k followers

Google

ex-Aditya Birla Health Insurance Company Limited

ex-Accenture

CA. MBA.
More
Google. The kind of career that only makes sense in hindsight and pays off exactly when markets get Most GTM playbooks are written for markets that already won. I build for the ones still figuring it out. I've launched loyalty programs in India, scaled them in the US, and spent 13 years asking the same question: why do good products fail to find their I'm a Product Marketing Manager at Google, where I lead loyalty marketing for Google Play Points across the US and previously built the program from scratch in India and Indonesia. Before Google, I spent five years at Aditya Birla Health Insurance, running everything from the CEO's office to owning the customer app and website. That's 10+ years of building at the intersection of product, marketing, and market strategy across emerging and mature markets, across categories, across the messy middle where great ideas either find their audience or quietly die. Outside Google, I write The GTM Files — a weekly Substack dissecting real go-to-market strategies from India's most interesting companies. Zerodha. Meesho. Top D2C brands. The brands that didn't follow the playbook because there wasn't one I also speak, teach, and occasionally get on stage to argue that most GTM failures aren't strategy problems. They're adoption problems. What I'm genuinely interested in talking about: → GTM for Indian consumer brands — where behaviour rarely follows Western assumptions → Loyalty and retention mechanics in emerging markets → Why great products fail at adoption, and what to actually do about it → The 0→1 GTM motion for founders still figuring out their market If any of that is your current problem — let's Follow my journey:⮕ YouTube: com/@Behind_the_feature

LinkedIn Browse people

Claim profile

Career Timeline

JobSchool

GTM Index

WOMEN IN PRODUCT INDIAJOB
1. Mumbai Chapter Head & Comm…
  7M
THE GTM FILES (SUBSTACK)JOB
1. Author, The GTM files by D…
  1Y
GOOGLEJOB
1. US Lead, Google Play Points
  1Y 7M
2. PMM, Global Developer Stra…
  1Y 6M
3. Country Lead - India & Ind…
  1Y 10M
BEHIND THE FEATURE SERIESJOB
1. Host
  1Y
ADITYA BIRLA HEALTH INSURANCE COMPANY LIMITEDJOB
1. Associate VP - Digital imp…
  2Y 9M
2. Chief of Staff-CEO's office
  2Y 1M
3. Deputy Chief Mgr- Finance…
  2M
ACCENTUREJOB
1. Management Consulting Anal…
  1Y
ICICI BANKJOB
1. Mgr, Asset Liability Manag…
  1Y
BIRLA SUN LIFE INSURANCEJOB
1. Senior Executive
  1Y 6M

Job: Women in Product India — Mumbai Chapter Head & Community Builder · 2026-01 – present — Leading the Mumbai chapter of Women in Product India - building community, creating opportunities, and amplifying voices of women in product and tech. What I'm building: Monthly fireside chats and workshops with product leaders and founders Networking events bringing together women across product management, product marketing, and design Mentorship circles and peer learning groups
Job: The GTM Files (Substack) — Author, The GTM files by Deeksha · 2025-08 – present — Subscribe: https://behindthefeature.substack.com/ Founded The GTM Files - a weekly newsletter dissecting real go-to-market strategies for product marketers and founders who want strategic clarity, not generic advice. Every Wednesday, i break down GTM decisions from India's most competitive markets - bootstrapped unicorns like Zerodha, marketplace wars like Ola vs Uber, and category-definers like Cosmix. No fluff. Just facts. No theory. Just what actually worked.
Job: Google — US Lead, Google Play Points | Loyalty Marketing · 2025-01 – present — Own loyalty marketing strategy for the US market on the Google play store through the Play Points program. Design and execute high-impact campaigns that drive sustainable engagement across spending tiers, partnering closely with Product, Engineering, Partnerships, and Regional Marketing teams. Lead incentive strategy and developer collaboration to strengthen Play Points’ value proposition in a mature, high-revenue ecosystem.
Job: Google — Country Lead - India & Indonesia, Google Play Points · 2021-08 – 2023-06 — Launched and scaled Play Points in India and supported expansion in Indonesia. Scoped localization strategy in partnership with Product and Engineering to align program mechanics with market needs. Built the developer ecosystem for loyalty from the ground up — onboarding gaming and non-gaming partners, expanding category participation, and driving strong program enrollment and exchange health. Positioned Play Points as a key monetization and engagement lever in emerging markets.
Job: Aditya Birla Health Insurance Company Limited — Chief of Staff-CEO's office · 2016-10 – 2018-11
Job: Aditya Birla Health Insurance Company Limited — Associate Vice President - Digital improvement and Head customer app and website · 2018-11 – 2021-08
Job: Aditya Birla Health Insurance Company Limited — Deputy Chief Manager- Finance and Planning · 2016-08 – 2016-10
Job: Accenture — Management Consulting Analyst, Financial Services- Banking · 2015-07 – 2016-07
Job: Google — Product Marketing Manager, Global Developer Strategy, Google Play Points · 2023-07 – 2025-01 — Drove cross-regional GTM strategy across India, US, and EMEA. Secured strategic integrations with top global gaming and non-gaming developers, aligning loyalty mechanics with monetization objectives. Led tentpole campaigns and seasonal activations, translating performance insights into program optimizations and roadmap inputs. Partnered with Legal and cross-functional stakeholders to navigate regulatory and policy shifts impacting loyalty and platform marketing.
Job: Behind the Feature Series — Host · 2024-05 – 2025-05 — Check out my Youtube channel : https://www.youtube.com/@Behind_the_feature
Job: Birla Sun Life Insurance — Senior Executive · 2011-09 – 2013-03
Job: ICICI Bank — Manager, Asset Liability Management Group · 2013-04 – 2014-04
School: Indian School of Business — PGP (MBA)
School: The Institute of Chartered Accountants of India — Chartered Accountant
School: Indian School of Business
School: R.A.Podar College of Commerce & Economics — Bachelor of Commerce

Skills

Corporate FinanceTaxAuditingInternal ControlsMISFinancial AnalysisFinancial ReportingFinanceBankingValuationBusiness AnalysisStrategyManagementBusiness DevelopmentBusiness Strategy

Playbooks

No playbooks indexed for this profile yet.

Deeksha Anand

Skills

Playbooks

More GTM Engineers