Senior Marketing Specialist, eCommerce | Hindustan Unilever | Mumbai
- Collaborated with marketing, design, and technical teams, working with over 70 internal and external stakeholders to align product vision and campaigns. Provided creative direction for campaigns, liaising with agencies and designers to ensure brand consistency. Led the development of innovative assets, resulting in stronger brand presence across digital platforms.
- Designed and implemented an end-to-end content management platform, reducing manual content handling efforts and ensuring consistent quality across 100+ retailer formats, and streamlining management of over 30,000 SKUs.
- Optimised listing processes through automation, sharply cutting TAT from 10 days to 1-2 days, resulting in a 75% faster time-to-market for product launches saving ~1200 processing days each year.
- Ideated and built a customizable rule-setting feature that reduced content iteration cycles by 70%
- Crafted manuals that mapped user journeys and workflows for all stakeholders. Led stakeholder enablement sessions, including live demonstrations, showcasing its capabilities and benefits to increase adoption rates
- Integrated automated content quality filters, including SEO scoring for written content and image analytics, leading to a 50% improvement in first-pass content approval rates and a 30% reduction in content rejection due to non-compliance.
- Authored comprehensive PRDs, incorporating key UI specifications to enhance user flow, accessibility, and overall user experience as per A/B testing
- Created data-driven BMI dashboards, providing visibility into media spend efficiency and performance of e-commerce banners, enabling the identification of top-performing assets by CTR, and driving informed decision-making
- Led content marketing strategy for HUL brands across beauty, foods, and beverages categories for eCommerce platforms, optimising product visibility (SoS) and driving conversion.
- Spearheaded A/B testing initiatives that improved campaign effectiveness by achieving, and consistently elevating products into Amazon’s Best Seller Ranks list
- Drove a 20% increase in Share of Voice (SoV) on beauty.com by executing targeted content marketing strategies. Optimised product listings, enhanced brand storytelling, and leveraged SEO-driven content to dominate the digital aisle.
- Conceptualised comprehensive competitor landscape analysis and benchmarking to inform strategic content decisions. Developed playbooks for best-in-class content and created a digital-first scorecard to evaluate new product launches, ensuring alignment with evolving market dynamics on eCommerce platforms. This strategy provided a scalable framework for digital-first execution, positioning the brand for sustained competitive advantage and market leadership.
- Spearheaded A/B testing and data analytics for creative ad campaigns, optimising performance and conversion rates. Leveraged insights to drive a 1.5% increase in Click-Through Rate (CTR), enhancing overall campaign effectiveness and ROI.
- Partnered with Unilever's Premium Brand Business Unit, established to accelerate launch velocity and drive innovation. Provided data-backed insights from eCommerce trends to help the team swiftly respond to market shifts, ensuring rapid product launches and competitive positioning.
Head of Content Marketing | Mamaearth | Mumbai
- Led the complete rehaul of Dr. Sheth's (subsidiary of Mamaearth) brand packaging and positioning, spearheading a cross-functional team of 4 to redefine their visual identity and market positioning.
- Leveraged Salesforce to run targeted email campaigns using segmentation and customer data analytics. Integrated CRM data with marketing channels to improve targeting. Automating key tasks like lead tracking, follow-ups, and email campaigns
- Utilised Lucky Orange heatmaps and session recordings to analyse user behaviour on the website, identifying drop-off points and areas for improvement in the user journey. Implemented data-driven changes to page layouts and CTAs, resulting in a 10% reduction in bounce rate. Coordinated with the design team to enhance site usability, leading to improved conversion rates across key landing pages.
- Led content creation for over 150 articles and social media posts, optimising messaging for diverse audiences. Authored pieces featured in Vogue India and Harper’s Bazaar USA, significantly enhancing Mamaearth's industry reputation and brand visibility.
- Increased Average Order Value (AOV) by 20% over three months through strategic influencer marketing. Established affiliate partnerships with key influencers, incentivizing them to promote premium products and bundles.
Strategist | @Social Digital Marketing Agency | Mumbai
- Managed 9 high-value clients, including Yasmin Karachiwala and Noto Ice-Creams, across diverse industries. Operated as the primary point of contact, building strong relationships and collaborating across functions to deliver effective content strategies and editorial calendars
- Collaborated with the design team to manage content across 3 platforms with over 750,000 followers. Curated social media handles for 4 start-ups, organically growing their follower base by 15,000 in 3 months. Worked with international brands from the USA and Dubai, conceiving and styling photography shoots to enhance brand messaging.