Anakshi Dev Choudhury
Bengaluru
Summary
A marketing profession 16+ years of experience in strategic planning, brand and marketing strategy and human behavior analysis, I've held diverse roles in MNCs, start-ups, brand consulting, insights & advertising agencies.
My expertise lies in understanding consumers and business goals, connecting dots, and using them for impactful and transformative product and brand strategies. I am also an SDG consultant – trained under GRI Standards.
“Anakshi is not only a great collaborator but also actively contributes to building and improving products, offering ideas backed by insights and crafting narratives that prioritize the user's needs..” - Former Business Lead at Inmobi/Glance (testimonials available on LinkedIN)
Overview
15
15
years of professional experience
1
1
Certification
Work History
Independent Marketing Consultant
a
Bangalore
2024.01 - Current
- Ryan International School: Identified the gaps between the intended brand purpose and the perceived experience and designed a seamless experience for parents considering the school. Skills used: Design Thinking & Behaviour Change
- AgriWatch: Helped the newly established brand identify gaps in the product offering, the customer expectation, and designed the brand manual along with a product roadmap. The initial implementation led to an increase in retainer fees by 2X. Skill used: Sustainability Principles.
- Defining Brand North East: Directed a comprehensive 3-month project defining the roadmap for Brand North East, resulting in a strategic plan adopted by a major NER-focused think tank. Specific areas explored in the process:
- Finding convergent perspectives on the North East of India - does it make sense to position the brand as one cultural hotspot, or should it be a decoupled set of brands, each trying to attract its own set of consumers? The study involved talking to policy makers, tourists, and thought leaders to identify potential differentiators and drivers for Brand North East of India.
- Building 'Peace': Created a strategic roadmap and a relevant value proposition for Sukoon, an online brand focused on senior citizen community building. Using on-ground behavioural diagnostic I answered: What are the underlying needs and desires, and how do seniors deal with them in real life, which helped us in finding a relevant value proposition? What could be the hurdles to adopt a new way of making friends, and ways to address them at the concept as well as the product level?
- Marketing Gudgudee: Currently working on brand, marketing, and social media strategy for a brand focused on kids and corporate play areas. Using Human-Centered Design Thinking Principles and analysis, I am designing and executing a marketing strategy for B2B and B2C businesses.
Director Global Insights at Inmobi/Glance
InMobi
Bangalore
2021.08 - 2023.12
- Innovated and implemented an in-house consumer stories and insights platform for conducting brand, product, and UX research for the Glance Lock screen, TV screensavers, Nostra hyper-casual gaming, and Roposo ecommerce.
- Humans of Glance: Established an internal and external communication initiative that showcased real stories and personas of Glance users, highlighting their experiences and expectations from the product. This track powers discussions at major events (MWC 2022/2023, GamesCom, Tokyo Games Show)
- Enhanced Glance and Roposo's User Journey: Through UXR, identified and resolved issues within the website, shopping cart, and catalogue display to enhance user experience.
- Utilized a blend of qualitative and quantitative tools to analyze behavior, leading to improvements in peak rates, impressions, engagement, and overall UX design. Implemented changes resulted in a 1.5-1.7X increase in engagement and a 2X increase in retention rates.
- Boosting NPS, BHT, and User Love: Successfully identified product issues and developed strategic plans to enhance Net Promoter Score (NPS) (increased from -20 to 15) and Brand Health Tracking (BHT) (increased from 12% to 38%) These improvements led to a significant boost in User Happiness scores, shifting from 20 to 40 within a span of 6 months.
INSIGHTS LEAD at AVOD
DISNEY+ HOTSTAR
Mumbai
2019.07 - 2021.06
- Identified and addressed 3 complex product issues for Watch & Play (IPL product) through in-house UX and content research initiatives, resulting in a 1.5X increase in retention from week 1 to week 10 in 2021
- Launching an insights-led show: Utilized actionable insights to facilitate the successful launch of a new show, Hotstar Home Dancer.
- Catch-up TV growth: Conducted strategic research across 45 cities to understand what can make Catch-up content core business lever in absence of IPL [leading to a 2X increase in retention in 2019]
- Conducted 250 ethnographic sessions and user profiling exercises to derive the leading user personas for Hotstar - the findings are used across all brand and product strategy tracks.
RESEARCH PARTNER
THE WOMB
Mumbai
2017.10 - 2019.06
- Strategic planner for Fogg and Vini portfolio: Created the value proposition for 2 new products for women under the Vini portfolio - Whitetone makeup and Nufeel (Nufeel will launch this year); created comms plan for Fogg ‘Kya chal raha hai campaign]
- Insights partner for Saregama Caravaan: Created new product ideas for Saregama Carvaan that led the brand to pivot brand’s tone of voice in 2019 - the campaign won Effie India Gold (2019, 2020)
- Strategic Planner, Axis Mutual Fund: Created the insights-led repositioning roadmap for Axis Mutual Fund, through 150 stakeholder interviews, the study was instrumental in the team’s culture- change program [Effie India Silver, 2019] Ensured compliance with consumer consent and data privacy regulations while reporting user stories for creative execution
Associate Director Insights
Ipsos research
Mumbai
2016.05 - 2017.10
- Led the Unilever business for SEA & Africa (India, Vietnam, Cambodia, Bangladesh, Myanmar) conducting market launch and positioning studies for a range of brands.
- Led the Insights track to plan the launch of Ayush in Bangladesh (2017)
- Conducted ethnographic, cultural insights and exploratory quant tracks for Surf Excel, Citra, Domex and many other brands.
Insight Consultant
Brandscapes worldwide
Mumbai
2014.08 - 2016.04
- Led international projects for Unilever like decoding the fashion, beauty and skincare culture among young women in Indonesia (Citra)
- New product testing and insights for launch of Domex (Africa)
- Insights for optimising the scope of Knorr Chicken Cubes (Pakistan), finding out what could make Knorr get similar or better response than Shaan Spices
- Evaluating success of Lipton (Pakistan) and finding powerful insights spaces for Ramadan comms
- Innovation workshop for Ice-cream team- flavours, moods & moments (India)
Senior Researcher
Kantar (Millward Brown)
Mumbai
2010.11 - 2016.02
- Qualitative research for L'Oreal, Tata Motors, Unilever, Zee TV, TGB, Wipro.
- Quantitative research for Tata Global Beverages, ITC Foods, Lenovo India.
- UX research for Myntra to understand the highs and the lows of the payment process and identify ways to optimize.
Senior Strategy Consultant
Shombit Sengupta/Shining Consulting
Bengaluru
2009.05 - 2010.12
- Santoor Soap Repositioning (WCCL) - Using qualitative, quantitative and design principles to find out the reasons why younger women find the brand and the product irrelevant
- Using semiotics to redefine some of the core design elements like fragrance, touch and feel of the soap and lather
- Parachute packaging design and brand positioning - using human centered design principles for Parachute packaging and arriving at the feminine packs which led to a 4k growth of the brand in the first 6 months of the launch
Education
Diploma in MR -
University of Georgia
01.2013
PGDBM (Marketing & Finance) -
AIM, Ghy
01.2007
Master of Econometrics -
GU, Guwahati
01.2003
Bachelor of Economics -
Cotton College
01.2003
Skills
- GRI Professional Certification Exam 2.0
- Human centred Design thinking
- Behaviour change management
- Qualitative & Quantitative research
- Stakeholder Management
- Ethnography
- Semiotics
Certification
- GRI Professional Certification Exam, 2.0 GRI Academy, 10/23/23
- Human centered design and strategy, Ideo, 10/23/23
- Innovation Management, Rotterdam School of Management, 03/23/23
- Behavioral science for brands, Cannes Lions, 11/20/20
- Behavioural economics, Cannes Lions, 06/01/22
- Digital research and Intelligence, Harvard - Corporate learning, 04/01/21
- User Research & Design, University of Michigan, 02/01/20
Testimonials
Anakshi is not only a great collaborator but also actively contributes to building and improving products, offering ideas backed by insights and crafting narratives that prioritize the user's needs..
Passionproject
Co-Founder, Gather Nurture Connect, Mumbai, 02/20/20 - 03/23/23, Built a mental health and support network committed to connecting, nurturing, and building a community. The aim was to normalize, de-stigmatize mental health and create a judgement-free zone
Details
Bengaluru, India, 9930231058, anakshidc@gmail.com, https://www.linkedin.com/in/anakshi-d-99723214/
Personal Information
Title: Director Consumer Insights and Innovation
Languages
- English
- Hindi
- Assamese
- Bengali
Timeline
Independent Marketing Consultant
a
2024.01 - Current
Director Global Insights at Inmobi/Glance
InMobi
2021.08 - 2023.12
INSIGHTS LEAD at AVOD
DISNEY+ HOTSTAR
2019.07 - 2021.06
RESEARCH PARTNER
THE WOMB
2017.10 - 2019.06
Associate Director Insights
Ipsos research
2016.05 - 2017.10
Insight Consultant
Brandscapes worldwide
2014.08 - 2016.04
Senior Researcher
Kantar (Millward Brown)
2010.11 - 2016.02
Senior Strategy Consultant
Shombit Sengupta/Shining Consulting
2009.05 - 2010.12
Diploma in MR -
University of Georgia
PGDBM (Marketing & Finance) -
AIM, Ghy
Master of Econometrics -
GU, Guwahati
Bachelor of Economics -
Cotton College
- GRI Professional Certification Exam, 2.0 GRI Academy, 10/23/23
- Human centered design and strategy, Ideo, 10/23/23
- Innovation Management, Rotterdam School of Management, 03/23/23
- Behavioral science for brands, Cannes Lions, 11/20/20
- Behavioural economics, Cannes Lions, 06/01/22
- Digital research and Intelligence, Harvard - Corporate learning, 04/01/21
- User Research & Design, University of Michigan, 02/01/20
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