Jul 2021 – Jun 2025 · 3 yrs 11 mos · Bengaluru, Karnataka, India

• Key Responsibilities:
• Campaign & GTM Leadership: Drive end-to-end GTM strategy for high-priority campaigns across 18 EMEA markets, aligning global stakeholders, defining campaign frameworks, and ensuring timely, localized execution in partnership with SEO, design, engineering, and marketing teams.
• E-Commerce & Site Merchandising: Lead category planning, content optimization, and roadmap execution for Microsoft Store homepages, deals, Xbox, Surface, and student pages across multiple locales.
• Program & Product Ownership: Manage product vision, roadmap, and prioritization for Work Management platforms, aligning themes, epics, and stories with business OKRs to enhance operational excellence.
• Platform & Workflow Optimization: Oversee large-scale migrations (Red Tiger to Adobe Experience Manager) and workflow automation initiatives, ensuring zero downtime, accessibility compliance, and improved site performance.
• AI, Experimentation & Analytics: Drive AI adoption for predictive planning, implement structured A/B testing, and analyze heat maps and customer journeys to deliver measurable improvements in conversion, engagement, and attach rates
• Process & Operational Efficiency: Lead managed services transition for site merchandising, streamline workflows, and improve SLAs for bug resolution, reducing operational overhead across markets.
• Digital Marketing Strategy: Direct digital strategies for owned, earned, and paid media channels, leveraging platforms like Google Ads and Amazon Marketing Services to optimize targeting, creatives, and ROI.
• Tools & Platforms
Azure DevOps, Storefront Workflow Automation & Tooling, Adobe Experience Manager, Adobe Analytics, Content Square, Power BI, Figma, Microsoft Power Tools

Dec 2019 – Jun 2021 · 1 yr 6 mos

• Maternity Break

May 2018 – Nov 2019 · 1 yr 6 mos · India

• Led online marketing and site merchandising for MS Office, Xbox, and Surface across Microsoft’s direct store (India & SEA) and marketplace sellers (Amazon & Flipkart) in India, ensuring consistent brand presence and sales growth.
• Directed planning and execution of high-impact marketing campaigns, overseeing budget allocation, performance targets, and alignment with overall business objectives.
• Developed and implemented go-to-market strategies for new product launches, seasonal sales, and promotional offers to maximize reach, conversion, and revenue.
• Optimized customer journeys using a structured “test & learn” framework, enhancing user experience and driving measurable improvements in engagement and conversions.
• Analyzed campaign data to generate actionable insights, influencing future marketing strategies and fueling the sustained growth of the online store.
• Leveraged advanced tools including Power BI, Adobe Analytics, and Amazon Marketing Services (AMS) to track performance, uncover opportunities, and inform decision-making.

Aug 2017 – Mar 2018 · 7 mos · Gurgaon, India

• Lead digital strategy for - Hewlett Packard Consumer India and APAC region, GE India, Hewlett Packard Enterprise
• Study the industry trends, content consumption, consumer behavior and provide predictive digital solutions (Earned/Owned and Paid platform) for clients
• Lead digital strategy for new pitches
• Leverage marketing insights to understand consumers and design marketing strategy accordingly

Sep 2015 – Aug 2017 · 1 yr 11 mos · Gurgaon, India

• Lead digital strategy for IndiGo, Huawei Honor, Royal Enfield, Dunkin’ Donuts & McEnroe’s Wild Stone & Secret Temptation
• Lead cross-functional teams like content, creative, analytics, technical and media for strategy and execution
• IndiGo Airlines:
• o Lead digital strategy (website, social, emailer, SMS and App) for seamless communication across platforms
• o Did social, website and emailer analysis to provide insights for improving their KPIs
• o Analyzed user behavior at all digital touch points by doing A/B testing
• o Designed go to market strategy by studying the users’ journey and identifying their key moments
• o Did predictive analysis, along with the analytics team, to improve the user experience
• o Studied key industry trends & competitive landscape to provide business solutions
• o Worked closely with Adobe on Adobe experience manager, Adobe target and Adobe campaign
• Huawei Honor:
• o Lead the brand’s website development, social media management and paid media strategy
• o Created and executed strategies and go-to market plans for product launches, events & campaigns to drive awareness, engagements, adoption and advocacy
• o Worked closely with e-commerce partners like Flipkart & Amazon for product launches and promotions
• o Developed actionable, data-driven insights to improve product and marketing strategy
• o Did traffic attribution modeling of the website and e-commerce platforms (Flipkart and Amazon)
• o Did A/B testing on the website and e-commerce partners and provided key insights
• o Built communication strategy for new product launches and ensured consistency across platforms (owned, earned and paid)
• o Identified and delivered on the KPIs for paid media campaigns to achieve maximum ROI
• o Lead content, creative & analytics teams to deliver business needs of the clients
• o Worked closely with the global brand team to build the brand’s digital strategy

Sep 2013 – Sep 2015 · 2 yrs · Malad, Mumbai

• Headed the marketing & strategy team
• Worked across different aspects of marketing like branding, positioning, creating brand proposition, building communication strategies, designing campaigns and events
• Identified the target audience for a brand and understood the communication need gap by doing primary and secondary research
• Started a new branding workshop ‘Brand Shashtra’ as part of internal development of the marketing and creative teams
• Provided strategic brand solutions for different business units of ITC (including stationary, confectionary, snacks and biscuits), Kelloggs, HyperCITY, Cremica, Abbott, CavinKare, Allana, Balaji Wafers and Emami
• Developed new brand identity for Complan and its sub-brands
• Provided strategic design solutions for Scotch Brite when its market share dropped because of ‘me too’ brands
• Conceptualized Scotch Brite Chakra which targeted rural markets of India

Apr 2012 – Jun 2012 · 2 mos · Mumbai Area, India

• Projects handled:
• o Corporate Alliances - Strategically propose offer which can be given to organizations, educational centres, recreational centres etc as a part of acknowledgement for their achievement or employee engagement plan. Thorough research was done to understand the buying behaviour of the consumer, foot fall in lean versus cream outlets, shift in food/beverage preference with respect to change in the demography before building the final proposal.
• o Café Moments Card Sales - Proposed marketing strategy for the reward card of CCD. Also sold the highest number of cards amongst all the interns
• o Conceived and suggested live implementation of Café Offers Card, a special reward card where huge discounts were given on purchase of many vouchers clubbed together
• o Designed a complete and flagship event of Treasure Hunt as a part of Customer Engagement Activity for Café Coffee Day

Feb 2010 – Apr 2011 · 1 yr 2 mos · Chennai Area, India

• Requirement analysis, coding and review, unit testing and integrated testing and project development
• Worked closely with the Business Analyst team