Debasmita Datta

• Developed brand positioning and brand playbook for a NRI focused fintech brand
• Conducted market research and competitive analysis to identify the white space for positioning, product roadmap and communication strategy
• Devised the social media content strategy
• Conceptualized the design and content for brand website. Implemented SEO strategies for organic traction
• Spearheaded PR, media collaboration and affiliate marketing opportunities to build brand awareness and trust
• Handled a team(6) of inhouse talent and freelancers

• Consumer Insights: Delved into the pain points & challenges in a delivery partner’s job(Low esteemed job, fear of ‘Log kya Kahenge’) to address the key entry barrier of taking up this job through both primary & secondary research(To tackle the problem of increasing DAU on the platform)
• Brand Building: Strategized & executed the plan for creating a desirable brand for gig workers (through ‘Duniya dekhti reh jayegi’ campaign) to earn a honest livelihood through Digital (PPC, Social Media, Influencer marketing), Offline & In-app marketing by challenging the category barriers & promoting the triggers.
• Customer acquisition & retention: Developed tailor made marketing plans combining online & offline channels for lead generation on the platform
• Designed In-app marketing campaigns basis reviews from the TG, competitive benchmarking to increase Daily Active User(DAU) on platform & maintain better retention(DAU/MAU %)
• Campaign effectiveness monitoring: Regular monitoring of key metrics(Traffic, MQL, Conversion & CAC) & optimizing the same to get the desired output
• Handled and inhouse marketing and creative team of 6

Key Milestones:

• Achieving the highest ever platform DAU of 40K
• Launching a successful Loyalty initiative to reduce attrition by 5.79% & increase daily login hours by 60%
• Attaining 2.7M views on YouTube for our digital brand film through only organic efforts

• Consumer Insights: Conducted extensive primary research & competition benchmarking studies to analysis the food habits, preferences & customer journey in designated markets
• Brand Building: Created 20 hyperlocal food brands with a cumulative monthly GMV of 70lacs under Brandworks
• Customer acquisition & growth: Collaborated with product and merchandising teams to deliver platform best new user acquisition and overall conversion metrics in the respective hyperlocal area
• Worked on catalogue(menu) revamp to increase basket size & AOV
• P&L Management: Handled the P&L for the vertical in the respective markets.

Key Milestones:

• Delivered 6% M-O-M GMV growth & steady 4% EBITDA within 1 year of launch.
• 7 / 20 launched brands broke even within 6 months of launch
• 11 /20 launched brands became 4.0+ rated brands with 25% + retention within 6 months of launch

• Consumer Insights: Conducted qualitative & quantitative primary researches to understand consumer needs, triggers & barriers for the portfolio brand, newly launched product market fit & own + competition brand health indices
• Brand Management: Handled Bajaj’s domestic commuter segment motorcycle brands with volume of 90,000 units/months. Average quarterly media budget(ATL +BTL + Digital) handled – INR 20 crores
• New Product Launch: Planned the GTM & launch strategy of a new brand, Bajaj V.
• Key Milestones:
• 1. Bajaj V launch campaigns won Cannes Bronze + Gold & Effie’s Gold for innovative launch & engagement
• 2. Increased market share of an existing brand by 9%

• Brand Building: Responsible for building & launch of new brands in lifestyle home/interior design categories – Bath fittings, Decorative lighting, Modular kitchen. Handling the P&L for this vertical
• Customer acquisition & growth: Strategizing the omnichannel (GT+ D2R App) customer acquisition & growth roadmap for these categories
• Handled an inhouse marketing and creative team of 5