Feb 2021 – Sep 2024 · 3 yrs 7 mos · Mumbai, Maharashtra, India · On-site

• Responsible for leading the digital & e-commerce strategy for the Home Care business at HUL, which involves some iconic brands like Surf Excel, Comfort, Domex & Vim. Our DCom business grew by 50% in the past couple of years & we have a strong ambition of making the DCom business 4X in the next 3 years, with a balanced mix of marketplaces, grocery.com & our own D2C channel. I worked on setting up the Dcom structure & built a strong team. Key Levers:
• > Future Fit Portfolio - Leveraging tools & consumer insights to identify whitespace opportunities & ensure that the products are designed for the channel.
• > 1P Data Strategy - Expanding sources of relevant 1P data, enriching the data & deploying it in campaigns to drive growth for the brands.
• > World Class Digital Content - Defining the digital best practices, raising the bar with content that is built for the cohort & the platform. Solid Ecom content, social media content & performance marketing creatives that drive results above benchmarks.
• > Brilliant Execution - Phased product launch approach with robust implementation of execution principles.
• Key Additional Projects:
• > Love & Care Relaunch - To expand my horizon, I took up this clothes care brand that was launched in 2019, and had to be turned around. With strong consumer insights & market landscape understanding, I redefined the 6P's for the product to begin its journey afresh as a digital first brand. Simplified the portfolio, solved supply chain issues, repackaged the product & relaunched with a strong GTM strategy. Within the 1st 6 months, the product recorded a 45% growth, with 60% lesser media spends.
• > D2C Modelling for HUL - Worked with the central digital transformation team to assess all brand.coms & D2C's, and come up with a framework for D2C, suggesting the way forward for all digital assets within HUL. The strategy was presented to the board & approved, we are currently setting up key pilots to implement it.

Aug 2019 – Feb 2021 · 1 yr 6 mos · Mumbai Area, India · On-site

• Led the team to drive digital transformation for L'Oreal Professionnel on 3 key levers - Consumer, Commerce & Community. Ideated, planned & executed the strategy to engage consumers across the funnel. Pioneered thought leadership to leverage tech. Key impactful projects that I led:
• >WhatsApp chatbot guide for all haircare queries & products - the 1st one to go live in this vertical. Evolved the bot to enable deliveries of hair care products from the choice of salon during pandemic. Won the Frontbencher award by Agency Reporter.
• >Social Commerce Platform - This platform had single backend & enabled all salons to have an individual frontend. They could show product & service catalogs, accept orders & book appointments. This was transformational for the brand & got scaled up to the entire portfolio. Accounted for 40% of haircare sales in 2020. Won the Accolades Award as a recognition within the company.
• >Hyperlocal Pilot on Facebook (OnO strategy) - Built a solution with Meta, where creatives & offers could be rolled out at scale with 500 partner salons on the Meta platform. Due to the success of this initiative, it was later built in as part of the sales scheme for the salons, 60% of whom chose to go for this option.
• >Learn n Connect App - Reimagined the hairdresser community app that hosts all the L'Oreal professional brand content. Right from product launches to digital upskilling, to serving as a social media platform to connect, this became the go to hub for hairdressers. 30K downloads & solid engagement from the community.
• >Hair Fashion Night - Influencer engagement that brought together 101 hairdressers & fashion influencers under one roof on a single day. The event was a huge success, with over 15 Mn reach.
• >Digital Upskilling Program for Salons - Led the team to design, roll out & facilitate this program for 200 salons on key areas of digital marketing like GMB, Social Media Management, Digitizing lead management.

Sep 2015 – Aug 2019 · 3 yrs 11 mos · Mumbai Area, India

• Responsible for the overall Digital Marketing Strategy for Asian Paints. Below is a detailed description :
• Managing the creative agency and the media agency ecosystem and maximising distribution of content on digital media. Ensuring the recommended working:non working budget is maintained.
• Management of all digital assets including website, mobile site and mobile applications
• Managing all aspects of digital operations: Digital Marketing, Social Media Management, Mobile marketing, new asset/tool creation etc
• Developing organizational capability, and competence, in digital & social media. Conducting internal trainings to ramp up the digital knowledge of product brand managers.
• Content Marketing - formulating content strategy and taking it from concept to launch.
• Managing RFP’s, contracts, reports, data analysis with all external stakeholders/agencies
• Implementation of best practices, new strategies, innovative features on an ongoing basis on digital
• Search Engine Optimization – Developing a long-term SEO strategy to raise the organic rankings of important keywords and meet traffic goals. Utilizing reporting tools to systematically track and improve natural search performance
• Social Media - Reaching out various customer segments to generate positive buzz. Maintaining relationships with bloggers, influencers, etc. Creating and managing a strategy for high user engagement on social media platforms.
• User Acquisition - Constantly ideating to figure out how to
• > Attract and retain new users
• > Generate visibility and engagement around product and service
• > Enable data-driven decisions to focus efforts to attract new users
• Management of www.beautifulhomes.com, a content publishing website backed by Asian Paints. It is an online decor magazine, offering some great home decor inspiration, tips and tricks and really interesting studio and home tours.

Oct 2013 – Sep 2015 · 1 yr 11 mos · Mumbai Metropolitan Region · On-site

• Worked towards building Travelyaari.com a leader in the Indian bus ticketing industry.
• Responsibilities included :
• Managing brand and direct response campaigns using platforms like SEM, SEO, email marketing, Social media, etc.
• Building the marketing plans for achieving short & long term organization objectives
• Executing marketing programs across selected segments with focus on target audience, value proposition to achieve revenue targets
• Devising strategies to drive online traffic to the company website
• Improving the usability, design, content and conversion of the website
• Analyzing & managing marketing pipeline gap to drive optimal routes to market execution, highlighting gaps and providing insightful corrective actions
• Key skills : Social Media Marketing, Digital Marketing , SEM Champion , Google Adwords, Email Marketing , Strategic Alliances

Jun 2012 – Sep 2013 · 1 yr 3 mos · Greater Hyderabad Area

• I worked as a consultant for Online Marketing for clients advertising on the Google Network. I have worked with 2 Verticals:
• India Travel Vertical (Google, Mumbai): I worked closely with India Travel clients in the dynamic Indian online market . I conducted regular client meetings at A,B & C level to understand their marketing strategy and align their online campaigns accordingly. I was able to exceed the target numbers assigned to me.
• Portfolio : Jet Airways, Cox & Kings, Spice Jet, Yatra, Hyatt, Taj, Sterling Holidays
• North America Retail : I handle the Retail Specialty Clients, who sell predominantly a particular kind of product on their website.
• Portfolio: Sephora, Lamps Plus, RadioShack, The Gap, Frederick's of Hollywood
• An exposure to two entirely different markets in terms of their growth and dynamics gave me an opportunity to understand how to adapt marketing strategies to the market needs. I was also able to apply some best practices between the two verticals.
• Skill set I have acquired & honed : Solution Selling, Negotiation Skills, Relationship Management, Presentation Skills, Data Analysis, Teamwork & Leadership

Jun 2011 – Jun 2012 · 1 yr · Greater Hyderabad Area

• I assisted North America Retail clients in their online marketing endeavors. The goal was to maximize their returns through campaign optimization and reporting analyses. This involved deep diving into accounts to explore untapped opportunities and improving the current performance. In addition, I was also involved in new campaign creation & industry analysis projects.
• The skill set I honed during this stint: Data Analysis & Interpretation, Consultative Selling, Market Research, Marketing Analytics, Collaboration & Communication
• Portfolio : Eddie Bauer, Finish Line, Abercrombie & Fitch, Bare Escentuals

Apr 2010 – Jun 2010 · 2 mos · Mumbai Metropolitan Region

• As a Summer Intern, I handled 2 main projects:
• 1. Played a key role in designing and implementing the “Holiday Hungama” campaign which was launched nationwide in stores in MORE Hypermarkets. This was a one month long campaign that ran for a span of 1 month.
• 2. Prepared a Research Report on “Customer Perceptions of more. Megastore vis-à-vis Competitors” This involved conducting in store interviews of 300 people and data analysis to provide recommendations, combined with benchmarking analysis.

Jul 2008 – Dec 2008 · 5 mos · Mumbai Metropolitan Region

• Trainee in the Biomedical Engineering Department at Nanavati Hospital. Assited in the repairing of Biomedical instruments like Infant warmer, Ventilator, Syringe pump, etc.