May 2019 – May 2025 · 6 yrs · Mumbai, Maharashtra, India

• Building Spotify brand’s Free and Premium user base, with key KPIs panning across user acquisition, top of mind recall, subscriptions for the business, and long term brand love.
• Driving category awareness & adoption for Podcast in India.

May 2015 – Apr 2019 · 3 yrs 11 mos

• Key Responsibilities:
• Drive Direct Traffic metric for the brand
• Build the Amazon Brand [TOM, SPONT, Imagery Scores, Core Values]
• Acquire New Customers for the category
• Expand the category by penetrating into Tier 1, Tier 2 towns
• Build Marketing Campaigns [Offline/Digital], Onsite 360 Integration across cross site, categories, Social Media & UI
• Build and evaluate media plans across TV, Print, OOH, Radio, Cinema as well as explore innovative media opportunities keeping the campaign objective in mind
• Understand human insights by conducting nation wide research [both Qual & Quant] and articulate the consumer insights into brand campaign concepts
• Conduct Concept Card and Stimuli testing with consumers through FGDs to get first hand feedback on scripts before producing them
• Campaigns Worked on so far:
• Conceptualized & Built 360 integrated mass media campaigns for Amazon India in the last 1.5 years - Some of the key campaigns:
• Relevance & Affinity Building Campaign during Diwali - Adjust No More
• Trust Campaign during IPL - We Indians Love
• Trust Campaign during World Cup - Apni Dukaan
• Diwali campaign of Amazon Try Toh Kar,
• Sale Campaign - Amazon Great Indian Sale,
• Amazon Fashion #KyaPehnu
• Independently built Amazon Fashion's first static campaign across 6 cities - #MustHave Fashion
• Launched the first Amazon India brand campaign - Mr. & Mrs. Verma

Oct 2012 – Apr 2015 · 2 yrs 6 mos

• Merchandising:
• Launched Home & Kitchen category on Amazon India comprising of Large Appliances, Small Kitchen Appliances, Home Furnishing, Home & Décor, Kitchen & Dining, Lawn & Garden, Home Improvement and Indoor Lighting
• Managing customer facing merchandising onsite and on mobile for the entire Home & Kitchen category on Amazon India
• Assisted in launch and early developing of merchandising for Toys & Baby and Beauty category on Amazon India
• Evaluate and refresh merchandising onsite regularly based on data and category requirements
• Create organic traffic drivers to stores [microsites with curated selection] such as Wedding Store, Valentine’s Day stores, Regional Stores, Artisan’s Corner, etc
• Execute & Monitor Brand funded campaigns on the site
• Build brand awareness and online presence for prominent offline brands across home & kitchen categories
• Work closely with Traffic teams and optimize social media as an effective channel to engage customers with the category
• Email Marketing to customers of the Home & Kitchen category focusing on new launches, brand associations and highlighting key category selection
• Develop stores and merchandising to highlight the categories’ long tail selection and enable catalogue discovery
• Work closely with the PR team to build communication pegs around launches, promotions, and key initiatives
• Marketing:
• Worked with the Amazon India marketing team in launching the brand’s first marketing campaign close to Diwali
• Single handedly managed the outdoor leg of the campaign across Delhi, Mumbai and Bangalore [including airports]
• Developed and managed creative content to build the Amazon brand via integrations with ‘Masterchef USA’ and ‘Masterchef Australia’ to amplify campaign outcomes
• Assisted the Senior Brand Manager on print campaigns and was the single POC for the agency
• Developed and managed the creative development of radio campaigns for the brand

May 2011 – Oct 2012 · 1 yr 5 mos

• Marketing
• Responsible for end-to-end management of Direct Marketing campaigns targeting eBay India’s (more than) 3Mn customers through robust user-segmentation and relevant merchandising identified through buyer behaviour analysis & category trend-spotting
• Scaled Direct Marketing campaigns to, today, contribute to more than 20% of the company’s overall revenue
• Driving development of mobile-friendly user communication to tap into the mobile phone as a consumer touch-point/conversation starter (including mobile-targeted e-mail communication to customers)
• Distilling user-insights from Quali sources (Focus Group Discussions, In-Depth Customer Interviews, User Verbatim collated on Site, etc.) and Quant (Online Surveys, A/B testing campaigns and business performance metrics across segments among others)
• Merchandising – Fashion, Lifestyle & Media
• Responsible for On-Site Merchandising for the Fashion (Clothing, Shoes, Accessories, Perfumes and Watches mainly), Lifestyle (Home Furnishing, Kitchenware, Toys, Baby Products, etc.) and Media (Books, Movies & Music) verticals
• Complete end-to-end ownership of marketing and building equity in the consumers’ mind for DOT Style –eBay India’s Fashion experience - Building awareness through Social Media channels and Merchandising, driving consideration through Internet Marketing and generating trial (and repeat purchases) aided by targeted incentive mechanisms
• Managed end-to-end Marketing initiatives, Merchandising & On-Site experiences for eBay India’s import concierge – Global EasyBuy
• Optimizing On-Site Finding Efficiency through well categorised Dynamic Category pages, Landing Pages, Keyword-targeted Banners, Contextual Session-based communication
• Tapping into cultural/community phenomena through topical, theme-based events/promotions

Jul 2010 – May 2011 · 10 mos

• Content Manager for eBay IN, PH and MY

Jun 2009 – Jun 2010 · 1 yr

• Content Writer cum SMO Specialist

Apr 2009 – Jun 2009 · 2 mos