Shipra Mehandru

Associate Consultant

South Delhi, Delhi, India12 yrs 9 mos experience

Most Likely To SwitchAI Enabled

Key Highlights

Over 12 years of experience in strategic insights.
Expert in translating complex data into actionable strategies.
Proven track record of driving revenue growth.

Stackforce AI infers this person is a strategic insights expert in digital media and e-commerce.

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Skills

Core Skills

Strategic InsightsAi StrategyConsumer InsightsUi/ux ResearchBrand StrategyStrategic ResearchData Analysis

Other Skills

Brand NarrativeAI-Driven MediaConsumer BehaviorB2B StrategyCross-Functional CollaborationOpportunity MappingRetail CommunicationCrisis ManagementAudience MeasurementContent ResearchMarket DirectionClient ConsultingQuantitative ResearchReportingTrading

About

I am a Research and Insights professional with over 12 years of progressive experience in driving significant revenue growth and strategic direction across high-stakes digital environments like Google, YouTube, and Blinkit. My expertise lies in translating complex market, consumer, and behavioral data into clear, cross-functional business strategy, directly influencing marketing, product, and sales roadmaps. I specialize in unearthing the 'secret sauce': the human truths that enable teams, organizations, and commerce to thrive. From delivering game-changing revenue-actualized insights through APAC retail strategy at Google to redefining membership programs and UI/UX flows that propelled hyper-growth at Blinkit, I bring the rigor of a data-crawler and the acumen of a consensus builder to every challenge. I thrive when aligning diverse stakeholders on a single, data-backed path to growth.

Experience

12 yrs 9 mos

Total Experience

3 yrs 2 mos

Average Tenure

4 yrs 6 mos

Current Experience

Google

Research Manager, Google & Youtube Ads, APAC CMI

Dec 2021 – Present · 4 yrs 6 mos

Focus: Strategic Insights, Brand Narrative, and AI-Driven Media
Thought Leadership: Developing and localizing Google brand narratives in the ad space, focusing on the state of consumer behavior amid the biggest evolution in the internet space since its inception.
Global-to-Local Strategy: Led the translation and strategic application of the "Messy Middle" consumer journey narrative for multiple APAC markets.
B2B / AI Strategy: Drove B2B strategic projects focused on solving for client understanding and adoption of AI-led ad product developments in the digital media space.
Commercial Impact: Collaboratively developed strategic insights pieces with client-facing Sales and Strategy teams to drive commercial success across the region.
Key Metrics: Delivered consistently game-changing revenue-actualized insights through retail strategy, generating significant business growth across mature markets (JP, AU/NZ) and impacting the developing high-growth IN, KR and SEA markets.

Strategic InsightsBrand NarrativeAI-Driven MediaConsumer BehaviorB2B StrategyAI Strategy

Blinkit

2 roles

Senior Manager Consumer Insights | UI/UX Research

Aug 2020 – Nov 2021 · 1 yr 3 mos

Strategic Growth: Led the Consumer Insights and UI/UX Research function during a hyper-growth phase for a leading quick commerce brand.
Product & UX: Spearheaded the redevelopment of the membership program and created custom user personas to optimize app flows and user experience.
Cross-Functional Projects: Conducted opportunity mapping studies (triggers & barriers), and collaborated with Investment Relations on brand performance decks for 3 new investment rounds.
Key Focus Areas: Managed research for in-house labels marketing, price perception, DAU interventions, merchandising, and new user quality/source.

Consumer InsightsUI/UX ResearchCross-Functional CollaborationOpportunity Mapping

Marketing Manager

Dec 2018 – Aug 2020 · 1 yr 8 mos

Brand Strategy: Led the Brand Repositioning for Grofers, resulting in a lift in Top-of-Mind Awareness (TOMA) and advocacy.
Retail & Comms: Conceptualized and executed the tentpole event, Grand Orange Bag Days, managing communications, advertising, and post-event evaluation (2019-2021).
Product Launch: Managed the launch and marketing of multiple categories across 8 in-house FMCG brands (including Mothers Choice and Happy Home).
Crisis Management: Directed COVID-19 impact management, re-adapting all brand and retail communication to digital and in-app channels.

Brand StrategyRetail CommunicationCrisis Management

Hindustan times

Deputy Manager

Mar 2017 – Dec 2018 · 1 yr 9 mos · HT Media, Gurgaon

Strategic Projects: Led the strategic research team for the HT Gurugram Relaunch and critical print & digital news adaptation projects targeting Millennials.
Audience Measurement: Applied Google Analytics and Qualitative research, utilizing IRS, RAM, and NPS tools for legacy print and digital target groups, presenting findings directly to leading national editors.
Diversification: Conducted content research for sparkler identification & programming for Radio (Fever 104, Radio Nasha) and conversion metric analysis for the HT Education businesses.

Strategic ResearchAudience MeasurementContent Research

Imrb international

2 roles

Research Manager

Promoted

Jul 2014 – Feb 2017 · 2 yrs 7 mos · New Delhi Area, India

Consulting & Strategy: Developed Strategic Research Playbooks using ongoing projects to define market directional changes and set data-linked performance goals for key relationship clients.
Methodology Expertise: Executed intricate custom researches, including segmentations, Usage & Attitude (U&A) studies, problem identification, and ad-hoc dipsticks.
Client Portfolio: Supported blue-chip clients including Dabur, GSK, PepsiCo, LG, and Tetra Pak by translating complex insights into actionable marketing strategies.

Strategic ResearchMarket DirectionClient Consulting

Associate Research Manager

Jun 2013 – Jun 2014 · 1 yr · New Delhi Area, India

Data Command: Managed and analyzed large data sets, having charge of one of the organization's largest brand tracking studies.
Core Research: Executed quantitative research across brand dipsticks, product/pack research, and campaign pre-post analysis.
Reporting: Responsible for final reporting, crisp call-outs, interpretation, presentation to marketing teams, and drafting action plans based on statistical insights.

Data AnalysisQuantitative ResearchReporting

Sharekhan

Intern (summer 2012)

Apr 2012 – May 2012 · 1 mo

Institution Grade Awarded: A
Trained to develop trading clients for the firm for the first half
+ Trained for futures trading with the firm's trading portal - 'Trade Tiger' and eventually handled individual accounts for a 2 month live trading experience.
Project: Marketing need-gap identification for the firm's marketing route to inculcate new traders
+ Fundamental analysis for an up coming IPO for MCX India Ltd. and the procedure adopted by Sharekhan Ltd. to initiate member trading in such stocks.

TradingFundamental Analysis

Bajaj capital ltd

Intern

May 2010 – Jun 2010 · 1 mo · New Delhi Area, India

University Grade Awarded (Including presentation): A
Interned at Bajaj Capital’s financial research branch. We worked along with the firm's leading Fundamental Analysts and developed fundamental reports on various stocks.
Summer Report: Fundamental Stock Analysis techniques and a final independently conducted analysis on HUL's BSE trading stock

Fundamental Analysis