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Case study / 05 / Integration · Audience growth

ET Markets Integration in the TOI App

Integrating ET Markets into the Times of India App to reach a high-intent market segment.

The result

Outcome

Integrated ET Markets into the TOI App by coordinating editorial, engineering, and business teams.

01 / Context

The challenge

Introducing a specialist markets experience into a large consumer news app requires a shared plan across the teams responsible for content, product delivery, and commercial outcomes.

02 / Execution

What I worked on

  1. 01

    Coordinated editorial, engineering, and business stakeholders around the integration.

  2. 02

    Framed the work around unlocking a high-intent market segment within the TOI App.

  3. 03

    Converted cross-functional goals into product requirements and delivery alignment.

03 / Reflection

What this reinforced

Cross-product integrations succeed when the audience opportunity is clear and every team can see how its work contributes to the experience.

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