Jul 2022 – Jul 2024 · 2 yrs · Mumbai, Maharashtra, India

• As Marketing Head for Phoenix Marketcity Mumbai, one of India's largest retail destinations, I drove brand strategy, experiential IP's, and P&L performance with notable achievements:
• Pioneering IPs: Conceptualized and launched first-of-their-kind IP's— Frosty Land- an Experential Ice-Cream Festival, Candy City transforming the centre into a Candy city, a destination for immersive family experiences.
• International Collaborations: Orchestrated landmark cultural moments featuring global artists — guitarist Steve Vai, pop icons Vengaboys, and many more.
• Got the priviledge to work with celebrated floral artist Thomas De Bruyne — elevating the centre's programming to international standards.
• Spearheaded Marquee Retail Launches:India-first store launches for Uniqlo and Tim Hortons; worked closely with global brands including Zara, H&M, Bath & Body Works, and Bestseller on joint campaigns
• Spearheaded Celebrity brand campaigns featuring Shibani Dandekar, Vaani Kapoor, Cyrus
• Bharucha, and Kunal Vijaykar
• Created Community & Culture Programming, distinctive engagement formats including Anime Fest, The Phoenix Food Fest, the Phoenix Chess Club IP in partnership with ChessBase India — cultivating community and busines opportunities for sister concern Bellona Brands
• CRM & Direct Marketing: Deployed an integrated CRM ecosystem using Salesforce and CleverTap; designed extensive direct marketing frameworks that converted footfall into measurable retail loyalty.

Nov 2018 – Jun 2022 · 3 yrs 7 mos · Pune District, Maharashtra, India

• As Brand Custodian for The Pavillion and ICC Trade Towers in Pune, I orchestrated impactful marketing initiatives with notable achievements:
• Achieved Remarkable Growth: 22% YoY increase for two consecutive years through strategic planning and targeted campaigns, solidifying the center's position as a thriving retail destination.
• Guinness World Records Campaign: Successfully led a Guinness Book of World Records Women's Day campaign in 2019
• Market Positioning: Established The Pavillion as a premier one-stop destination in a highly competitive market with the highest number of malls in India.
• Orchestrated an extensive influencer program, innovative campaigns, and captivating art installations, crafting a distinctive and unforgettable shopping experience.
• First of it's kind experential Christmas Tree made of 22 LED's beamed live messages, wishes.
• Nexus Malls, Launch Campaign: Played a key role in the rebranding exercise of Nexus malls, introducing cutting-edge digital marketing strategies for awreness and implementing the roll out
• Adaptability during COVID-19: Navigated challenges effectively by balancing cost-saving measures with impactful marketing, showcasing resilience and strategic acumen.

Apr 2016 – Nov 2018 · 2 yrs 7 mos · Mumbai, Maharashtra, India · On-site

• I've been privileged to lead branding and marketing initiatives for prestigious projects in Mumbai, contributing to the success of multiple tower launches and re-launch campaigns. At Piramal Realty, my notable accomplishments include:
• Strategic Rebranding:
• Spearheaded a successful rebranding initiative, resulting in the name change for Piramal Aranya, contributing to improved sales and turnover.
• Piramal Re-brading Campaign:
• Conceptualized and executed the first-ever corporate campaign for Piramal Realty, featuring high-profile celebrities like Farhan Akhtar, Anoushka Shankar, Rahul dravid and photographers like Daboo Ratnani and Tarun Khiwal.
• International Collaboration:
• Collaborated closely with esteemed international creative agencies & studios, such as RUYA, London Advertising, Brash Brands, Science, and Sunshine, MC Films, Cre8, Visualisation 1.
• Technical Expertise:
• Orchestrated technically demanding helicopter shoots in South Mumbai, demonstrating meticulous planning, coordination, and execution.
• Examples of my work on various projects:
• Piramal Revanta & Vaikunth: Played a pivotal role in launching 3 towers, orchestrating the branding, and giving a facelift to the sales center, along with Outdoor and Print campaigns.
• Piramal Aranya, Rani Baug:
• Successfully led the re-launch campaign, planned and executed brand films, photo shoots, and helicopter shoots, resulting in a significant name change for Piramal Aranya.
• Piramal Mahalaxmi:
• Successfully launched the luxury project, executed drone shoots, launched the sales center, engaged in CSR initiatives with BMC, created virtual walkthroughs, and HQ renders.
• Piramal Agastya & Revanta:
• Contributed to projects involving commercial office spaces (Agastya) and additional responsibilities for Piramal Revanta.

May 2011 – Oct 2014 · 3 yrs 5 mos · Mumbai Metropolitan Region · On-site

• During my tenure at Inorbit malls, I had the privilege of experiencing significant professional growth while making a notable impact on the organization's success. As a key team member, I was responsible for complete marketing function of Inorbit, Vashi. Highlighting following achievements:
• 1. Community engagement: I successfully organized and executed monthly properties such as Aikya and Live at Inorbit, which connected with over 23,000 customers each month. These events resulted in the highest offline engagement at the center, making them a resounding success.
• 2. Experiential events: I spearheaded the organization of BIG Ticket events in collaboration with global entertainment companies such as Sony Pictures, Disney, and Marvel, resulting in increased footfall and sales for the center. These events were the first of their kind in India and left a lasting impact on the visitors.
• 3. Gift card launch: I was instrumental in the execution and roll-out of India's first-ever mall gift card, an initiative that has since been widely adopted across the retail industry.
• 4. Celebrity visits and promotions: I successfully organized extensive celebrity visits, movie promotions, and meet-and-greets that helped to generate buzz and excitement among customers and visitors.
• 5. Crisis management: I played a critical role in managing multiple crises, successfully generated brand recall for Inorbit through extensive media coverage. Our monthly events were also regularly featured in local dailies in Navi Mumbai.
• My achievements during my time at Inorbit malls include winning several accolades, such as
• A.) CMO Asia award for best social media campaign in 2012
• B.) Best Campaign in State award by the Government of Maharashtra for road safety week campaign
• C.) I am particularly proud of my role in helping the mall gain maximum market share in a fiercely competitive environment.
• Overall, my stint at Inorbit malls allowed me make a meaningful impact on the organization's success.

Nov 2009 – Apr 2011 · 1 yr 5 mos · Greater Bhopal Area · On-site

• At DB City, Mall by Dainik Bhaskar group, I undertook various responsibilities relating to branding, marketing, team building, execution, and vendor management.
• 1. Branding and Logo Design: I was tasked with creating a brand identity and designing a logo for DB City Mall. This required me to come up with a unique design that would capture the mall's values and appeal to customers. The logo & tag line designed is still used by the brand
• 2. Launch Campaign and Marketing Calendar: I conceptualized and executed a comprehensive launch campaign for DB City Mall that incorporated diverse marketing activities such as advertising, promotions, events, and public relations.
• 3. Customer Experience Management: As part of my role, I was in charge of recruiting and building a team of 12 customer experience executives. These executives were responsible for ensuring that visitors to the mall had an exceptional customer experience. I conducted interviews and assessed the candidates' skills to ensure that they fit the mall's culture and values. Moreover, I trained them to deliver exceptional customer service.
• 4. Launch Execution: I took on the responsibility of executing the complete launch of DB City Mall. This involved coordinating with various departments and vendors to ensure that the launch was a success. I ensured that all activities were completed within the budget and on time.
• 5. Finalizing Digital and Creative Agencies: I played a crucial role in on-boarding and finalizing digital and creative agencies to handle various marketing activities. I identified vendors and agencies that could deliver high-quality services within the budget.
• Overall, my experience at DB City Mall by Dainik Bhaskar was multifaceted, encompassing diverse responsibilities relating to branding, marketing, team building, execution, and vendor management. I demonstrated a broad range of skills, including creative thinking, project management, vendor management, team building, and communication.

May 2009 – Apr 2010 · 11 mos · Mumbai, Maharashtra, India · On-site

• Developed and executed marketing strategies for Shubh Griha and New Haven, with a focus on building brand awareness, driving engagement, and increasing sales.
• Collaborated with cross-functional teams including sales, product development, and customer service to ensure consistent messaging across all channels.
• Created and managed marketing campaigns across various channels, including BTL, Corporate activations and emailer campaigns.
• Worked with Creative & external agencies to develop creative assets and content that aligned with our brand and resonated with our target audience.
• Conducted market research and analyzed customer data to identify trends and insights that informed marketing strategies and tactics.
• Measured and reported on the performance of marketing campaigns, using data to continuously optimize and improve our approach.
• Stayed up-to-date on industry trends and best practices in low-cost housing marketing, and brought new ideas and innovations to the team.
• Achievements:
• 1. Successfully launched India's first Low Cost/Affordable Housing Projects, Shubh Griha and New Haven.
• Developed and executed a comprehensive marketing plan that drove strong awareness and engagement for the projects, resulting in increased sales.
• 2. Collaborated with cross-functional teams to streamline processes and ensure a consistent customer experience.
• 3. Received positive feedback from customers and stakeholders for the quality of marketing materials and campaigns.
• 4. Got rewarded for over-achieving targets