Rethinking marketing for climate & circular brands.

Social Media Strategy for Impact-Driven Growth.

I’m an independent social media strategist working with climate and sustainability brands.

My work focuses on helping brands communicate complex ideas in ways that build trust, shift behavior, and drive meaningful impact.

Selected Work

A few examples of how I’ve helped sustainability brands grow through thoughtful, impact-driven strategy.

Recycled Products Brand

Context
Sub-brand of a waste management company with no dedicated social media presence

Challenge
Low brand awareness and limited visibility

Approach

Built an awareness-led communication strategy rooted in responsible and conscious messaging
Positioned the products as alternatives to conventional options, without encouraging overconsumption
Focused on simplifying sustainability narratives to make them more relatable and accessible

Results

Grew Instagram from 0 → 30K followers in 3 years
Built a highly engaged, sustainability-conscious audience
4 videos crossed 1M+ views
Increased inbound leads through social media

Key Insight
Positioning the product as a conscious alternative, rather than pushing it as a purchase, helped build trust with the audience and translated into higher-quality engagement and inbound interest.

Reusable Packaging Brand

Context
A brand enabling reuse of packaging materials, with a limited social media presence

Challenge
Low brand awareness, inconsistent communication, and limited inbound leads

Approach

Optimised the Instagram profile to clearly communicate the brand’s value within seconds of a visit
Conducted competitor analysis to identify effective content formats and positioning within the space
Leveraged trend-based content, trial reels, and strong hooks to increase discoverability and reach new audiences

Results

Grew Instagram from 250 → 5.8K followers in 5 months
Generated 500+ enquiries during this period

Key Insight
Clarity in communication, plays a critical role in converting casual visitors into followers and driving meaningful inbound interest.

Circular Fashion Brand

Context
A circular fashion brand with a physical retail presence in India

Challenge
Low engagement and high unfollow rate on social media

Approach

Optimised the Instagram profile to clearly communicate brand value within seconds of a visit
Developed a powerful engagement strategy using Instagram Stories and clear calls-to-action
Built consistent messaging to reduce expectation mismatch and improve audience retention
Leveraged strong hooks and trial reels to reach and attract new audiences

Results

Increased interactions from hundreds to thousands within 3 months
Reduced follower churn, with a net growth of 300 followers in 3 months
Generated 400+ website link clicks through social media
Contributed to increased walk-ins at the physical store

Key Insight
Sustainable growth comes from reaching new audiences, as well as consistently engaging existing followers, which builds trust, loyalty, and stronger conversion over time.

My approach

Sustainability marketing requires a fundamentally different approach—one that balances growth with responsibility, and visibility with intention.

My work focuses on understanding this nuance and building communication that aligns with a brand’s values, strengthening trust and enabling long-term impact.

Growth aligned with impact
Ensuring marketing efforts support the brand’s purpose, not work against it
Built on trust
Prioritising honest, transparent communication with audiences
Focused on community
Creating content that helps people understand, relate, and take action
Impact-first thinking
Building reach without compromising on values

Testimonials

"I have worked with Rohini in various roles for the last 6 years and she has consistently demonstrated high professional standards. I have interacted with her as a vendor in her previous role and as a client in her current role. Her professionalism has stayed constant throughout and she carries out her work with utmost sincerity. As a marketer, her instincts with what will resonate with the audience is on point - Her simple and crystal clear narratives are super impactful. Trust her to convey the most complicated message in a relatable way...Wishing her all the best for all her future projects!"

Gayatri Joshi, ecoSansar

"Rohini’s expertise on Digital Marketing has immensely benefited SZW’s CircleUp page build an image and identity for our recycled products. The posts created by her have helped engage and sensitize the viewers/audience on various aspects of sustainability and eco friendly products, which has contributed towards increasing followers to our platform"

Tanuja Rao, Saahas Zero Waste

"Rohini has been a driving force behind our Instagram success. With her expertise in crafting captivating creatives and engaging reels, we've not only gained over 600 followers but also witnessed a remarkable boost in our brand's online presence. As Cleevo, a pioneer in innovative home care solutions, our unique powder-to-liquid products needed the right spotlight, and Rohini managed our page exceptionally well. Her dedication, creativity, and strategic approach have truly elevated our social media game. We're excited about the results we've achieved together and look forward to reaching new heights."

Karan Shah, Cleevo

If you're a climate or circular brand looking to grow your presence in a way that aligns with your values, I’d love to work together.

Get in touch at gaiomarketingservices@gmail.com

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