Aparna Sharma

EXPERIENCE

Marketing Lead – The Economist
📅 March 2021 – Present

Integrated Campaign Strategy:

Develop and execute integrated marketing plans for events, leveraging digital, social, email, paid media, PR, and partnerships.

Revenue Growth & Monetization:

• Build and execute demand generation strategies that drive paid registrations, sponsorship revenue, and upsell opportunities.
• Set and own marketing revenue targets for events, collaborating closely with sales to achieve joint pipeline and revenue goals.
• Track marketing-attributed revenue, cost per acquisition, and ROI metrics to ensure profitability of each event.

Audience Acquisition & Growth:

Drive attendee registrations and engagement through targeted campaigns, list-building, retargeting, and account-based marketing.

Content & Creative Development:

Coordinate creation of promotional content (emails, landing pages, banners, ads, press releases, speaker promos) aligned with event themes.

Stakeholder Collaboration:

Work closely with event production, sales, partnerships, and design teams to ensure cohesive campaigns and consistent messaging.

Budget Management:

Plan and manage event marketing budgets, track spend vs ROI, and optimize allocations across channels.

Performance Analytics:

Monitor campaign performance metrics (registrations, MQLs, conversions, revenue generated), and present post-event reports with insights and recommendations.

Partnerships & Media Outreach:
Build and nurture partnerships with media outlets, industry associations, and sponsors to amplify event reach and brand credibility.

Deputy Manager – Paras Healthcare
May 2016 – February 2021

• Marketing Strategy & Planning
• Develop integrated marketing plans combining ATL, BTL, and digital channels to drive patient inflow and brand visibility.
• Align marketing goals with overall business targets, patient acquisition objectives, and revenue forecasts
• ATL Campaigns
• Plan and execute large-scale brand awareness campaigns through TV, radio, print, OOH, and cinema media.
• Collaborate with creative and media agencies for concept development, media planning, and execution.
• Track campaign reach, GRPs, brand recall, and attribution to patient walk-ins.
• BTL & On-ground Activities
• Plan and manage on-ground activations, medical camps, corporate wellness drives, OPD awareness events, health check-up camps, and doctor outreach programs.
• Drive lead generation through local marketing efforts (society activations, kiosks, school tie-ups, housing association engagements).
• Digital & CRM Marketing
• Lead performance marketing campaigns (SEO, SEM, social, email, display) to drive patient leads and online bookings.
• Oversee CRM journeys to improve lead conversion, retention, and lifetime value.
• Patient Acquisition & Revenue Growth
• Own patient acquisition KPIs, revenue contribution from marketing campaigns, and overall ROI on marketing spends.
• Partner with sales and operations teams to design promotional packages, offers, and referral programs to increase revenue per patient.
• Branding & Communications
• Manage hospital/clinic brand positioning and reputation through consistent messaging across all marketing channels.
• Drive storytelling initiatives through patient testimonials, doctor profiles, and medical success stories.
• Analytics & Reporting
• Monitor campaign performance, patient funnel metrics, revenue outcomes, and ROI.
• Present dashboards and actionable insights to senior leadership.