Juanita Jocelyn

Digital Strategy- India ( 2023- Current)

• Led client teams in development and execution of comprehensive digital strategies to meet business objectives and strategies by optimizing online presence and ROI.
• Drove agency services in various digital media areas, including Google Display, SEO/SEM, programmatic, social media, and mobile
• Led digital pitches converting 3/4 clients
• Creating effective digital planning principles of frequency , target overlaps & cross platform planning
• Supported central digital product adaptations by clients across all regions.
• Developed e-commerce best practices and solutions for leading fashion brands

Strategy Lead- South ( 2022- 2023)

Overlook and aid business teams with Integrated strategic media direction based on deep understanding of client's business, issues and opportunities.

With Business data at its core - monitoring changing media ecosystems and audiences , I create communication planning frameworks and brand strategies

• Utilized insights, analytics, and strategic skills to oversee communications planning and media campaign implementation management
• Lead pitch case studies for ITC , J&J, Happilo , Biersdorf , Butterfly, crompton, Vgaurd , Duroflex and Realme with 4 conversions
• Implemented annual planning in collaboration with the client teams across Colgate , L'Oreal , Tata Tea , Myntra & Reckitt Benckiser
• Created frameworks for budgeting, consumer journey mapping, and media task prioritization
• Stayed updated on media, consumer, and market trends through cross-media analysis and competitive marketplace tracking

Acted as the primary business partner of clients, ensuring the delivery of quality services and exceeding client expectations .

As a Key Account Lead for Lakme, Ponds, and Premium Beauty Brands, managed $60M to drive data-informed, cross-channel strategies that delivered brand growth.

• Successfully crafted solutions that boosted brand metrics like Spont/TOM, penetration, and market share.
• Led digital transformation efforts that centered on performance marketing and conversion-based automation, with a focus on building strong consumer connections and brand value.
• Played a key role in account profitability and new business activities, identifying new media and growth opportunities
• Created media models basis analysis of media and business metrics such as SOV:SOM, reach saturation curves, value Vs volume, category and brand development Index
• Devised acquisition, cross-selling, engagement, and retention strategies for DTC using digital channels like email, website, SEM, SEO, and social media
• Incorporated various new and upcoming technologies into regular planning process to enable more innovative and clutter breaking communications (Shopalyst, Inmobi , Lifesight , Zapr, Squadded
• Drove additional services in areas such as Content, Social, Data Partnerships, and Performance Marketing to enhance client value

Accomplishments

Strategic thought leadership

• Quick shift to a digital adaptive model for Lakme during the pandemic, ensuring returns on every media spent .
• Revitalized Ponds' media strategy, resulting in growth sourcing and increased CTR

Pioneering Digital

• Pioneered Unilever's data-driven marketing with Lakme's Matte Ultimate Launch, achieving a 120% incremental CTR
• Executed innovative tech-based campaigns, like "Weather API" and "Augmented Reality," resulting in increased CTRs and engagement
• Successfully shifted Lakme to DTC and performance marketing, becoming the top cosmetic brand in traffic share within a year
• Landed full Funnel search framework capitalizing user Journey

Emerging technologies

• Enabled "Social Selling" on WhatsApp to imitate offline Counter selling model online.
• Integrated Squadded - DTC community-building model, resulting in increased engagement, traffic, and basket size.
• Pyxis- Automation partner to enable Dynamic creative and optimization to enable lower CPA

• Launched the Nykaa Loyalty program, analyzing historic data for program development.
• Planned and executed daily promotional and automated emails, improving open rates.
• Tracked user journeys and created automated marketing campaigns

• Managed day-to-day media campaigns. -
• Identified innovative opportunities for specific media objectives.
• Improved unaided brand awareness for Pond's.
  

Key Account: Asian Paints Key Responsibility.

• Plan and implement ATL and BTL campaigns along with media partners for Asian Paints.
• Annual Reviews/Monthly reviews –Update the brand team on a monthly basis in terms of Media spends, SOV levels, competition deep dive and new media opportunities.
• Constructing media strategy for new launches and campaigns based on media habits and psychograph, understanding of target audience, market prioritization, innovation ideas.
• Driving and maintaining relationships among media partners.