Writing, Dance, Music & Sports (Cricket & Football)
Agni Chatterjee
Marketing, Branding & Strategic Design
Summary
Creative leader with a proven track record of bringing successful transformation and growth for 40+ brands across India, Australia, Middle East, Hong Kong, Thailand and Europe. Unique mix of having experience of working with management consulting, B2B and B2C brands with industry exposure in FMCG, Retail/e-commerce, Internet, Banking, IT/ITES, and SaaS.
Overview
13
13
years of professional experience
5
5
years of post-secondary education
1
1
Certificate
Work History
Head of Marketing & Category (AVP)
Goodera
Bangalore
07.2022 - Current
- Brought ~60% growth in virtual volunteering category in 9 months
- Managed branding campaigns and event marketing initiatives in print, video, web and social media
- Oversaw development of digital and social media marketing campaigns to drive sales and customer engagement. Engagement rate improved from 5% to 11%
- Owned pirate funnel for growth marketing via lead and retention campaigns
- Negotiated advertising and commercial sponsorship contracts
- Oversaw marketing and advertising budgets, internal billings and marketing P&L. Improved ROAS from 0.2 to 3.1
- Redesigned user experience, site functionality and online merchandising to increase sales
- Leading 20+ designers, writers and digital marketeers
Director - Customer Experience Design & Strategy
Swiggy
Bangalore
06.2021 - 07.2022
- Head of NPS – brought 46% improvement in NPS score by setting up org-wide CX scorecard
- Defined Customer Journey and identified top CX drivers to improve overall business performance
- Worked closely with organizational leadership and board of directors to guide operational and design strategy
- Led product marketing and successfully launched “Swiggy One” - loyalty and retention program
- Optimized workflow and SOPs of contact center that eventually reduced cost by ~30%
- Introduced "Service Recovery Pod" and reduced customer churn by 8%
- Conducted design thinking workshops and immersion sessions to bring design interventions and changes to product. These changes improved OPD by 6% and saw ~20% reduction in cancellations
Regional Lead (APAC) - Creative Strategy
Boston Consulting Group
Bangalore
05.2018 - 04.2021
- Delivered 14+ projects that required CX design & HCI for consumer practice area across India, Australia, Middle East and Zurich
- Delivered 8 integrated projects that needed Brand building, Marketing and GTM strategy for Banking, Retail/E-commerce and Industrial practice areas in India, Middle East, Hong Kong and Thailand
- 10+ projects belonging to public sector/government has been deployed and gone live across APAC & Middle East
- Conducted qualitative and ethnographic research to understand customer behavior and pain points for future-visioning and designing new experience models
- Brought research to life through personas, customer journeys, stories and scenarios
- Led Go-to-market, business development and YoY growth of BCG Design Studios in ANZ, India, China and South Korea
Lead - Global Communications
Citigroup Inc
Bangalore
02.2015 - 05.2018
- Premiumization of credit cards – Communication strategy & marketing campaign to upgrade credit card customers in APAC
- Managed #whatsgoodthisdiwali campaign - digital advertising campaign of rewards credit card during Diwali. Recorded over 5.1mn impressions and around 63K conversations on FB messenger. Campaign had engagement rate of 39%
- Liaised with creative agencies for effective communication development for India business
- Managed global events like #citimobilechallenge and #datascientistchallenge
- Content creation and management – thought leadership, whitepaper, PR articles and social media posts
Senior Associate Lead - Corporate Branding & Communications
Infosys
Bangalore
02.2012 - 02.2015
- Created and deployed employer value proposition for Infosys BPO. This led to reduction in attrition rate by 2.4%
- Owned employer branding by being creative and content leader for recruitment campaigns, press releases and key internal/external events
- Created branding and marketing campaign for Process Progression Model (PPM) that included films, leadership talks and magazine articles
- Took over creative duties and communication strategy for delivery centers in USA, Czech Republic,Poland, Brazil, Costa Rica and China, saving USD 34300 annually
- Managed advertising budget and liaised with creative agency for campaign deliverables ensuring compliance with brand guidelines
Brand Strategist
Situations Advertising
Mumbai
09.2010 - 02.2012
- Managed well-known brands across FMCG, Retail, Durables and Steel industry. Held portfolio of 6 brands contributing 42% of total revenue
- Part of core customer acquisition team. Won 4 new accounts for agency
- Conducted competition research, monitored cultural and social trends and their impact on consumers
- Liaised with research agencies for concept testing and market research
Education
MBA -
International Management Institute (IMI)
New Delhi 06.2008 - 05.2010
Bachelor of Science -
Institute of Hotel Management
Kolkata 07.2004 - 05.2007
Skills
Brand Building
Social Media Marketing
Performance & Growth Marketing
Business Development
Design Thinking Practitioner
Qualitative research (includes Ethnographic Study)
UX Design & research (includes Heuristics Evaluation)
CX Scorecard Design
Certification
Advanced Design Thinking Certification
Interests
Timeline
Head of Marketing & Category (AVP)
Goodera
07.2022 - Current
Director - Customer Experience Design & Strategy
Swiggy
06.2021 - 07.2022
Advanced Design Thinking Certification
06-2019
Regional Lead (APAC) - Creative Strategy
Boston Consulting Group
05.2018 - 04.2021
Lead - Global Communications
Citigroup Inc
02.2015 - 05.2018
Senior Associate Lead - Corporate Branding & Communications
Infosys
02.2012 - 02.2015
Brand Strategist
Situations Advertising
09.2010 - 02.2012
MBA -
International Management Institute (IMI)
06.2008 - 05.2010
Bachelor of Science -
Institute of Hotel Management
07.2004 - 05.2007