PROFESSIONAL EXPERIENCE

DS Group (Catch Foods) - (July 2021 - Present)

Social Media Management:

• Achieved a 115% growth on Facebook (172,000 new followers) and 410% on Instagram (41,000 new followers), leading the category with innovative creatives and media promotion strategies with 11% overall engagement rate.

• Lead onboarded agencies to develop and execute overall social media strategy, digital content strategy, monthly social media calendar, ORM etc.

• Execute Meta & YT promotional strategies with partnered media agency on creative with the goal of increasing the brand’s social media presence via key metrics like Reach, Impression, and Engagement etc.

Content Strategy Expertise/Influencer Activations:

•  Partnered with influencers, studios, and freelancers to produce 300+ food and lifestyle creatives, enhancing brand visibility across digital platforms.

•  Strategically designed, shortlisted, and executed 15+ influencer campaigns aligned with brand initiatives, topical events, and regional occasions.

• Partnered with radio hosts, promoters and influencers to create 10+ short-form videos, 2 Vox pops, and 2 long-format pieces, effectively promoting the brand’s CSR initiative, “Catch the Right Bin.”

Weather-Based AI-Enabled Monsoon Campaign:

• Led the development of region-specific AI-driven creatives for an innovative monsoon campaign, leveraging a Weather API to dynamically target Meta Ads based on real-time rainfall triggers in key cities. This strategic approach resulted in a 25% increase in engagement, reaching over 2 million users, while achieving a substantial cost reduction of up to 45% compared to standard campaigns. Winning 3 awards in the marketing field.

E-commerce Creative & Website Optimization:

• Developed A+ & B+ creatives for 300+ SKUs on e-commerce platforms, overseeing creative assets management and ORM optimization.

• Co-ordinate with multiple teams, agencies, designers to develop e-commerce banners for seasonal, topical, and offer-driven communications to drive conversions.

• Lead ROI driven campaigns like Amazon Verified influencer Campaign & Product Sampling campaign and achieved ROI of >60% of Investment.

Website Redesign & Optimization:

• Led the complete redesign and content optimization of the Catch Foods website and recipe section. Implemented targeted on-page and off-page SEO strategies, enhancing search visibility and aligning with brand objectives.

Community Development:

• Pioneered a WhatsApp communication channel for retailers and distributors, creating engagement & established direct brand-distributor communication. Built a community of 5000+ members.

Data-Driven Strategy & Market Analysis:

• Developed targeted strategies through in-depth market research using Google Keyword Planner and Facebook Ads Audience Targeting. Analyzed data to guide brand ambassador selection, media planning, product development, and find new marketing channels.