Smitha Alva

Product Manager

Mumbai, Maharashtra, India16 yrs 8 mos experience

Most Likely To SwitchHighly Stable

Key Highlights

Over a decade of experience in creative strategy.
Led major launches including Spotify in India.
Expert in audience behavior and engagement strategies.

Stackforce AI infers this person is a B2C Product Marketing Strategist with expertise in creative strategy and audience engagement.

Contact

Skills

Core Skills

Product Marketing StrategyCreative StrategyBrand Development

Other Skills

Social MediaMarketing StrategyDigital MarketingProject ManagementStakeholder ManagementCross-functional CollaborationPerformance InsightsMarketingAudience InsightsCultural AdaptationData-driven MarketingPromotional AssetsCreative DirectionBrand ExperienceUI/UX Design

About

I’m a Product Marketing Creative Strategist at Netflix with over a decade of experience building insight-led, high-performing creative strategies for the mainstream media and digital platforms. I specialize in turning audience behavior into scalable creative systems that drive discovery, engagement, and business impact. My work blends strategy, storytelling, and performance—developing campaigns, visual languages, and promotional ecosystems that are both culturally relevant and operationally efficient. I’ve led cross-functional collaborations, mentored teams, and contributed to major launches including Spotify in India and multiple Netflix titles. I’m driven by sharp thinking, strong creative instinct, and a focus on work that delivers measurable results.

Experience

16 yrs 8 mos

Total Experience

2 yrs 4 mos

Average Tenure

5 yrs 3 mos

Current Experience

Netflix

4 roles

Product Marketing Strategist and Mechandising

Promoted

Feb 2026 – Present · 2 mos

Own the end-to-end member experience and merchandising strategy for films and series on the Netflix platform, strategically shaping how films and series are collectively positioned, surfaced, and promoted to drive discovery and engagement. Lead stakeholder management and drive cross-functional alignment across product, content, and creative teams, facilitating strategic discussions that shape prioritization and execution. Oversee how titles are authentically positioned on the Netflix platform to maximize discovery, engagement, and long-term value, while leveraging performance insights to inform investment decisions and deliver measurable business impact.

Social MediaMarketing StrategyCreative StrategyDigital MarketingProject ManagementProduct Marketing Strategy

Product Creative Strategist | India

Jun 2024 – Feb 2026 · 1 yr 8 mos

Lead the curation of the end-to-end member experience on the Netflix platform. Orchestrate the promotion of diverse content portfolios, spanning regional, global, and brand-defining titles, by aligning creative, product, and marketing efforts. Leverage audience insights and performance data to optimize merchandising strategies, ensuring a seamless, relevant, and high-impact viewing experience that supports broader business goals.

Creative StrategyMarketingAudience InsightsProduct Marketing Strategy

Product Creative Strategist | South East Asia [SEA]

Promoted

Jan 2023 – Jun 2024 · 1 yr 5 mos

Drive creative strategy for films and series across Southeast Asia, translating audience insights and market-specific nuances into compelling, high-performing narratives that enhance discovery and engagement. Operate with agility to scale across multiple markets, including Vietnam, Thailand, the Philippines, and Indonesia, adapting approaches to diverse cultural contexts while maintaining creative consistency. Partner closely with marketing and content teams to deliver impactful promotions for both local and global titles. Build and optimize scalable creative systems that balance craft, efficiency, and localization, using performance data to inform strategic direction, influence global best practices, and embed creative excellence across varied SEA markets.

Creative StrategyAudience InsightsCultural AdaptationProduct Marketing Strategy

Product Creative Strategist | India

Jan 2021 – Jan 2023 · 2 yrs

Enabling member discovery and enhancing member selection process on the Netflix platform through data driven promotional assets.

Data-driven MarketingPromotional AssetsProduct Marketing Strategy

The walt disney company

Creative Lead - Brand Experience and Events

Sep 2019 – Aug 2020 · 11 mos · Mumbai, Maharashtra, India

Managed overall creative brand experience and design for The Walt Disney Company in India.
Developed and monitored wireframes & UI/UX for Disney’s internal ticketing portal.
Collaborated with National Sports Leagues in defining, creating, and maintaining brand guidelines and key marketing visual standards.
Developed and trained the design team’s capabilities to meet Disney’s global standards.
Worked closely with the C-suite in designing corporate gifting merchandise.
Worked with a cross-section of brand managers to create impactful brand experiences for 21st Century FOX and Star India.
Managed new business with a lean team of 3 designers.
Aligned creative functions for producing multi-disciplinary creative work that supported strategic plans.
Build and maintain vendor relationships through networking and referrals.

Creative DirectionBrand ExperienceUI/UX DesignCreative StrategyBrand Development

Disney star

Creative Team Lead for Brand Experience and Events

Apr 2019 – Sep 2019 · 5 mos · India · On-site

22feet tribal worldwide

Creative Design Lead at 22feet Tribal Worldwide

Jun 2015 – Apr 2019 · 3 yrs 10 mos · Mumbai Area, India

Lead a team of designers in creating content that engages and gives a unique experience, that is true to the brand voice. I work with clients to understand their brand's needs, conceptualize ideas, and take them through execution in a seamless manner on the digital platform.
Pitched and won the digital creative mandate for Spotify.
Created and launched Spotify in India digitally.
Worked with Netflix to launch multiple series in the local market, creating innovative and relevant digital platform content.
Worked with Levis in bringing alive the brand's true identity, by creating brand conversations intertwined with the Indian culture making the brand locally relatable and relevant.
Worked with McDonalds to build brand relevance and engagement on the digital platform.

Mullenlowe lintas group

Art Director

Mar 2011 – May 2015 · 4 yrs 2 mos · Bangalore

Assisted with grass-root requirements to create brand assets and design layouts for large and mid-sized brands.
Worked with international production houses to create aspirational and impressionable fashion campaigns. (Ed Hardy, Elle)
Researched and compiled shoot decks for large budget campaigns.
Conceptualized, pitched, and directed campaigns across traditional and digital platforms.
Supported the design cell responsible for actively pitching new concepts, designs, 360 brandings, brand identity, art direction and graphic design.

Creative DesignDigital Content CreationCreative Strategy

Le cirque - the creative boutique

Co-Founder

Mar 2010 – Mar 2011 · 1 yr · Mumbai Metropolitan Region

Incharge of business objectives with team actively pitching for new businesses, managing clients, and creating new business opportunities. Pitched for new businesses and won accounts on retainer.

Art DirectionGraphic DesignCreative Strategy