Experience

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  JUSTDOGS®

  • India

  • Marketing Manager

    • Feb 2024 - May 2024
    • India

    Joining JUSTDOGS was a personal decision as I had recently lost my beloved pet. This was a big shift for me.. from an MNC to a start-up, from US retail to India retail, from a small role to a big role, from Bengaluru to Ahmedabad.. A short, however a learning rich experience.Specific details on my work experience:· Led successful end to end launch of JUSTDOGS's inaugural tier based loyalty program with benefits across spa, birthday, freebies and more· Initiated and standardised rate cards for retail physical assets, website assets and social media assets· Achieved E-commerce sales growth through targeted digital marketing strategies like e-mailers, blogs, outbound sales, Meta ads, Google ads & SEO· Devised an impactful social media CSR campaign, generating 10M+ engagement & earned media of various celebrities like Jacqueline Fernandes, Bhumi Padnekar & Malaika Arora Khan· Launched strategic business partnerships with FMCG pet brands like Nestle & Royal Canin

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  Target

  • Senior Marketing Researcher (Strategic Competitive Intelligence)

    • Jun 2021 - Feb 2024

    Grateful for elevated responsibilities at Target. As an ‘internal consultant’, I helped in driving decision making for C-suite and 20+ business teams by anticipating US retail competitive foresights, enabling my leaders to drive short and long term strategies of 2x growth, stores, holiday, affordability, sustainability and operational efficiencies. Learnt how to tackle quick turn around highly critical projects, present 60 page findings into a single page and effectively work with a global team.Specific details on my work experience:· Conducted primary research, developed propriety data sets & benchmarks across key US & global retailers such as Walmart, Amazon, Lowe’s, Nike, Costco, Shein, Home Depot, Starbucks, Temu & Dollar General· Honed skills on tools, processes and vendor management of S&P Capital, Aurora, Placer.ai, Kantar, EDGE, Coresight, Circana, Neilsen, Rakuten, YouGov & Numerator· Recognized with Global 'Drive' award for impactful contribution in 2022

  • Market Researcher

    • Apr 2019 - Jun 2021

    Joined a small, however a really impactful, experienced and empathetic team of researchers where I got to work on a lot of projects across brands, categories, customer segments, competitors and ideas. Above all, I got introduced to Target's famous culture - of joy, of connections and of growing together.. it made me a better person.Specific details on my work experience:· Analysed consumer behaviour, empathy, motivations, mindset, shopping preferences across various categories like grocery, essentials, drug, apparel & accessories, alcoholic drinks, swimwear, beauty and owned brands· Led partnerships with external and internal teams & managed key loyalty metrics through a $500K longitudinal tracker to inform decision making· Launched and executed the rebranding of Target's India website, conducting32 user and expert interviews, resulting in a 5x increase in web traffic· Built expertise on research and data tools such as Adobe Analytics, Placer.ai, Kantar, Mintel & Statista· Recognised with Director’s Award in Q2 2019 and Q2 2020

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  DDB Mudra Group

  • Mumbai, Maharashtra, India

  • Brand Strategist

    • Apr 2018 - May 2018
    • Mumbai, Maharashtra, India

    Firsts are always special. Interning with DDB Mudra was like being part of Mad Men Show. It was thrilling on all days, where creativity was appreciated and valued. I learnt a great deal by just observing everyone around me. Thankful to my mentors at these early stage of my career.· Conducted research project to build a pen-portrait of life of an Asian Gen Z in India & its impact of socially conscious marketing through 22 in-depth interviews, 4 FGDs, 10 expert interviews & quantitative survey of 1000+ respondents· Responsible for brand activations, product launch & concept writing for brands such as McDonalds, Sunsilk, Girl Effect, Volkswagen & Bombay Realty

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  Urban Pataka

  • Ahmedabad

  • Co-Founder

    • Jun 2015 - Apr 2018
    • Ahmedabad

    Starting a business at 19 was exhilarating! Working for various non-profit organisations made me realise the importance of self-sustenance. Soon after three young girls started Urban Pataka, a DTC business specialising in Youth apparels, jewellery & posters. I contributed majorly to Sales, Strategy, Branding & Photography. We truly enjoyed each aspect of our entrepreneurial journey & decided to halt it for our further studies. I learnt early on that:· Making money is not easy· Know your customers deeply· Team makes or breaks your business· Every successful business should have a larger purpose or a problem worth solving· Always treasure any data that customer provides you

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  TOGETHER IN DEVELOPMENT AND EDUCATION

  • Ahmedabad

  • Teaching Assistant

    • Jun 2015 - Aug 2015
    • Ahmedabad

    I love teaching! I took up this on field opportunity with TIDE where I could go to the orphanages and slums and make a real impact in the lives of various young minds. I held Personality Development workshops for class IX- XII students and prepared teaching learning materials for classroom sessions. I even created a fundraiser football match event for the organisation. I reflected on my privileges through this experience and learnt a great deal from those inquisitive and curious minds.