Lipika Roy

Digital Marketing Specialist

Mumbai, Maharashtra, India6 yrs 7 mos experience

Key Highlights

Proven track record in driving brand growth and revenue.
Expert in managing integrated marketing campaigns.
Awarded for ownership and leadership in multiple projects.

Stackforce AI infers this person is a Brand and Marketing Strategist with expertise in Consumer Goods and Health and Wellness sectors.

Contact

Skills

Core Skills

Brand StrategyMarketing CampaignsBrand DevelopmentBrand Marketing

Other Skills

B2B MarketingBrand ActivationBrand AwarenessBrand PerformanceBudget ManagementBusiness DevelopmentCampaign DevelopmentCampaign ExecutionCanvaClient RelationsCommunicationCompetitive LandscapeConsumer InsightContent ManagementCreative Briefs

About

As a brand and marketing strategist, I have a proven track record of developing and executing effective strategies that drive growth and revenue. With over 6 years of experience in the field, I have successfully managed ATL & BTL campaigns, topical & trending content, and product-led and influencer marketing campaigns. I have also received awards for my ownership across multiple projects. I am passionate about understanding consumer behavior and creating actionable insights to inform marketing decisions. I have a strong background in strategic marketing and communication, having completed my PGDM-C from MICA | The School of Ideas. I am always eager to learn new skills and stay updated with the latest trends and best practices in the marketing industry. My goal is to continue to grow and contribute to the success of the organizations I work with.

Experience

6 yrs 7 mos

Total Experience

1 yr 1 mo

Average Tenure

1 yr 1 mo

Current Experience

Mosaic wellness

Brand

May 2025 – Present · 1 yr 1 mo

Heading all things brand for Little Joys, building trust with parents through the “Approved by Moms, Loved by Kids” philosophy
Driving end-to-end 360° campaigns across digital, offline, influencer, and retail- from school outreach and brand love campaigns to influencer-led storytelling
Establishing communication frameworks and brand guidelines, ensuring credibility and consistency across every consumer touchpoint
Leading market expansion across MT & GT with in-store activations, retail collaterals, and partnerships.
Translating qualitative and quantitative consumer research into actionable campaigns, while optimizing marketplace performance (DRRs and SVs) through targeted interventions in key markets
Conceptualizing IP-led content series that tie nutrition with performance and inspiration
Steering brand health research and brand tracks for Be Bodywise and Man Matters to measure awareness, consideration and brand funnels. Translating learnings into actionable campaigns, sharper positioning, and consumer-facing communication
Tracking brand perceptions across all 3 brands via quarterly studies and WhatsApp-based consumer panels across new and repeat customers

Brand ActivationCampaign ExecutionMarket PlanningConsumer InsightCreative StrategyBrand Strategy+1

Setu nutrition

Senior Manager- Brand & Marketing

Aug 2024 – May 2025 · 9 mos · Mumbai, Maharashtra, India

Leading a cross-functional team across brand, content, design, paid media, social, and offline marketing.
Driving strategic brand initiatives by revamping visual identity, packaging, ORM, and developing the Setu Product Handbook to align sales efforts.
Overseeing GTM for new product launches — from ideation to execution — through integrated campaigns leveraging BTL activations, OOH, CGI-led content, and influencer marketing to boost brand recall and engagement.
Managing creative development and direct high-impact brand campaigns, including celebrity-led shoots to elevate brand visibility and aspiration.
Optimizing Amazon and other marketplace presence by restructuring PDP and A+ content, ensuring consistent brand storytelling and improved product discoverability.
Strengthening brand presence through data-driven consumer insights, ensuring marketing efforts align with evolving lifestyle needs in the wellness and beauty categories.

Creative IdeationContent ManagementD2CStrategic PlanningCampaign DevelopmentBrand Development+1

Traya

Brand Manager

Mar 2024 – Aug 2024 · 5 mos · Mumbai, Maharashtra, India

Spearheading media plan and strategy in high affinity genres to unlock new user acquisition and incremental reach.
Experimenting with media platforms to test and measure channel efficiency.
Driving penetration and new revenue growth in regional markets with a creative brand strategy.
Deep diving into NCCS A1 audience to derive consumer insights and create actionables.

Creative IdeationMedia PlanningCampaign DevelopmentBrand ActivationData-Driven InsightsBrand Strategy+1

Housing.com

Marketing Manager

Apr 2022 – Mar 2024 · 1 yr 11 mos · Gurugram, Haryana, India

Strategised on BTL & TTL campaigns and topical & trending content.
Managed the B2B aspect of customer marketing initiative through performance campaigns and generating leads.
Formulated tactical Product led and Influencer marketing campaigns. This directly aided in driving business revenue goals.
Planned & executed monthly brand campaigns in collaboration with creative agencies and production houses; owned the social media calendar and conducted regular competitive analysis.
Received 'Spotlight' award on 'Ownership' of brand's Customer Marketing within 5 months of joining.

Brand PerformanceCustomer AcquisitionMarketing CampaignsCreative StrategyData-Driven InsightsBrand Marketing

Oneplus

Strategy and Partnerships

Oct 2021 – Mar 2022 · 5 mos

Derived insights and reduced exchange failure rate on oneplus.in.
Strategised changes in exchange UI & price mechanism for enhanced UX across oneplus.in.
Developed strategies in collaboration with Google for its Switch to Android program.
Benchmarked OnePlus affordability offers with OEMs across the industry and recommending new
affordability options like BNPL, online consumer loans, no cost EMIs and bank offers.
Partnered & ran operations for affordability campaigns with multiple banking partners.
Conducted research on competition across the product family and, publishing company wide reports. From the insights gained, ideating on competitive affordability offerings.

Brand PerformanceCompetitive LandscapeProject ManagementWritten CommunicationBrand StrategyMarketing Campaigns

Swiggy

Brand Marketing

Jul 2021 – Mar 2022 · 8 mos

Wrote briefs, reviewed scripts and managed production for digital films addressing different user cohorts (films focussing on new users, dormant/inactive users).
Tested new product propositions; built the discussion guide & conducted 15 in-depth qualitative interviews; synthesized insights into creative strategy & managed campaign execution.
Assisted with IPL campaign set ups, reviewed communications, worked on creative allocation, and assisted on operations management for campaign go-live for the month.
Worked on the ASO page content and creatives to improve new user onboarding metrics.
Built & executed influencer collaborations for multiple promo campaigns across IPL (2 mil. views and a 5.2% engagement rate) and Navratri (2mil. views and a 4.2% engagement rate).
Achieved VTRs>60% (1.5 times above the benchmark) & biz metrics saw an improvement.

Brand PerformanceGo-to-Market StrategyMarketing OperationsCreative StrategyBrand MarketingMarketing Campaigns

Tata 1mg

Growth and Marketing

May 2021 – Jul 2021 · 2 mos

Generated a campaign calendar with value propositions; designed shopper journey & consumer personas; strategized on co-branding campaigns with payment and retail channels.
Worked upon BTL marketing strategies & promotional activations for Bengaluru RWAs.

Marketing CampaignsBrand MarketingWritten CommunicationBrand Strategy

Mica

Member, Placement Committee

Sep 2020 – Apr 2021 · 7 mos · Ahmedabad, Gujarat, India

Responsible for planning and executing the Final Placements at MICA for the batch of 2019-2021.
Successfully pitched brand MICA, and achieved 80% increase in recruiters, compared to the previous year.
Achieved 100% Placements for the Batch of 2019-2021, with an 8.33% increase in Median CTC.

Unik leather corporation

Marketing and Sales

Jun 2018 – Apr 2020 · 1 yr 10 mos · Kolkata, West Bengal, India

Assisted with creating and maintaining content across brand's Facebook page and catalogues
Targeted potential clients, offered consultations & generated leads for leather accessories
End-to-end production management and overlooked operations of the firm’s supply chain
Acquired & retained international B2B clients; established a feedback mechanism involving customers for after sales review. Assisted with employee relations & optimized production