Feb 2025 – Sep 2025 · 7 mos

Feb 2024 – Jan 2025 · 11 mos · Uttar Pradesh

• Full time daughter, stay at home wife. Student, freelancer, entrepreneur - a bit of everything.

Jun 2022 – Jan 2024 · 1 yr 7 mos · Bengaluru, Karnataka, India · On-site

• Managed online revenue and handled marketing for omni channel business through performance marketing, ATL, BTL, and creative.
• Developed and executed business growth strategies, resulting in a 50% revenue growth for website.
• Led Conversion Rate Optimization initiatives, leading to a 10% improvement in conversion.
• Directed performance and brand marketing strategies leading to 15% reduction in Customer Acquisition cost
• Collaborated with multiple banks and introduced bank offer as a discount lever during important sale events, thereby improving conversion
• Led comprehensive website redesign for UL, orchestrating a complete overhaul of the UI/UX in collaboration with product and tech
• Created a clutter-breaking proposition ‘Built to Last’ highlighting the strength and durability of Urban Ladder products
• Overhauled Urban Ladder’s Pinterest as a key point of contact in a consumer’s search and inspiration journey for furniture; 10x increase in traffic to the website
• Improved SEO rankings through consistent efforts on identified keywords with a mix of tech and on and off page efforts
• Supported new retail store openings (from 12 in Jun’22 to 55 in May’23) with a mix of ATL, digital marketing and local marketing, resulting in a 120% jump in retail revenue
• Achieved 3x increase in engagements on Google My Business profiles across the 60 retail stores by establishing clear updating SOPs

Oct 2021 – Jun 2022 · 8 mos

• Brand owner and P&L manager of Aashirvaad Spices, and RTE-RTC categories under ITC Masterchef. and Kitchens of India
• Leading a team of 5 for driving business and operations across the three brands
• Managing marketing budget and media planning across Digital, traditional media, & BTL inputs
• Developed brand strategy basis data analysis, defined strategies for brand switch & consumer behavioral changes

Jul 2019 – Oct 2021 · 2 yrs 3 mos

• Assistant Brand Manager for one of ITC's most iconic brands - Bingo! Mad Angles.
• Digital Manager for Bingo! - created numerous mother brand campaigns and handled social media for the brand.
• E-Commerce Manager for Bingo! portfolio - launches, driving sales, advertisement.
• Mad Angles:
• Planned and launched Mad Angles Pizza and Nachos across 3 lakh+ outlets in the country. Also drove launches in MT, E-comm.
• Created multiple rounds of communication with the brand ambassador Ranveer Singh for the brand basis insights and promoted them across various media.
• Redesigned the packaging of Bingo! Mad Angles, and launched with innovative 360 degree campaign - including TV, Print, Radio, Digital, Outdoor.
• Digital:
• Conceptualized and created the one-of-its-kind Bingo! Connecting Campaign with Ranveer Singh during lockdown in 2020 - promoting it on back of digital PR.
• Conceptualized and executed Bingo!'s largest social media & UGC campaign - Chill With Bingo! using 300+ influencers to drive 18000+ entries into the contest on social media, and created the property of beanbag for the brand.
• Created 4 digital films for associating Bingo! with in-home consumption and promoted them across social media while optimizing them for various platforms.
• E-Commerce:
• Handled e-commerce sales for the Bingo! portfolio - ensured sales, visibility and new launches on the platforms.
• 5 Star Kitchen:
• Core content team of 5-Star Kitchen - ITC's TV Show - showcasing different ITC products being used by the chefs of ITC hotels in various recipes. Show was aired on Star Plus

Apr 2017 – Jul 2019 · 2 yrs 3 mos

• Planning the brand portfolio and architecture to sustain and enhance market share
• Creating new trademarks in line with changing consumer needs and market dynamics
• Creating Trade Marketing Plans to ensure distribution and offtake of all SKUs in the portfolio
• Handling a budget of Rs 60 crores effectively to execute all elements of the brand plan
• Managing Capsule and New Product Development Portfolio (Player’s, American Club, Hollywood) with annual turnover of more than Rs. 900+ crores
• Liaising with various stakeholders – Internal (Packaging, Product Development, Supply Chain, Legal, Research, Purchasing) and External (Creative and Execution Agencies)

Jul 2016 – Mar 2017 · 8 mos

• Underwent rigorous sales training in Foods, Personal Care and Tobacco in the state of Rajasthan
• Independently handled Jaipur section and set up a new direct distributor. Defined salesmen routes, ensured outlet coverage, added rural infrastructure thereby successfully increasing personal care turnover by 25%
• Initiated multiple market coverage plans to add new outlets/market to the service base and increase presence in uncovered channels
• Worked on a project to increase distribution of premium biscuits resulting in a 60% increase in value
• Planned and executed the launch of Savlon Sachet Handwash across Rajasthan achieving 70% ND

Apr 2015 – May 2015 · 1 mo · Noida

• Prepared a multi-phase semi annual marketing plan for Spice for Uttar Pradesh.
• Achievement -
• Secured a Pre-Placement Interview from Spice Mobiles for excellent performance during summer internship. Only 1 out of 4 interns.
• Strategized with CMO for an investment of ₹ 1 crore across ATL, BTL, in-store activities; multiple recommendations implemented in the market
• Formulated merchandizing plan, cost-effective POS strategy for 900 stores(U.P.), presented to the CEO Conducted primary research-50+ retailers, 7 distributors & 70 customers across 3 districts, 5 up-country markets(U.P.)

Jul 2012 – May 2014 · 1 yr 10 mos · Bangalore

• Worked with security team of enterprise solutions of switches and routers of Brocade
• Worked with EMC Corp, HP, Reliance BIG Animation by working on Brocade switches and routers
• Achieved a 100% error free code for enhancing customer internet experience with help of 23 test cases
• Enhanced customer experience by prioritizing network traffic
• Brainstormed, designed stacking infrastructure for cost effective networking solutions; team of 4
• Reduced debugging time by 80% through an initiative to implement new command line interface (CLI)
• Saved 85 work hours in a week for 22 people across 3 teams by working independently on the CLI
• Brought down defect fixing time by 5% through coordination with testing and quality assurance teams
• Revamped command line interface for tests by trimming output; decreased verification time by 60%

Jul 2011 – Dec 2011 · 5 mos · Hyderabad Area, India

• Designing and implementation of a new data structure for optimization of rule search for Secure proxy Server, a reverse proxy server.

May 2010 – Jun 2010 · 1 mo · Lucknow Area, India

• Excellent grade for project funded by Government of India to classify proteins on basis of half-lives
• Led a team of 4 to reduce classification time by 98%; automated retrieval of parameters from internet