Paavani P. Jain
Gurgaon
Summary
As a Marketing Executive at the BBC News World Service, I work on delivering multi-media marketing campaigns from brief to evaluation, efficiently managing budgets, projects, and stakeholder relationships with an objective of driving website growth of the Indian language websites and building a strong brand presence in the country. My work requires significant collaboration with cross-functional teams to develop content, creative assets, digital experiences & visual identities which are consistent with the overall brand across platforms.
Overview
7
7
years of professional experience
Work History
Marketing Executive
BBC World Service
04.2021 - Current
- Driving audience reach of the six Indian language services (Hindi, Marathi, Gujarati, Punjabi, Tamil & Telugu) among new audiences and increasing consumption among the existing ones through various content marketing strategies with a special emphasis on digital
- Liaising with language editorial teams to develop a content strategy create a marketing calendar for the year by identifying priority content pieces relevant for BBC News’ audiences, through assessing consumer trends, audience insights, behaviour and need-gaps in the market, story performance metrics and interest levels in the topic
- Launching paid campaigns across digital platforms to drive online readership
- Some notable content marketing campaigns which I’ve run in the past are: COVID Vaccinations, Cost of Living, Climate change and Women’s Health
- Working closely with editorial teams to drive new audiences to the language websites, in a cost-effective manner by resurfacing top performing content on social media
- Led training programs for editorial teams to drive efficiency and enhance overall digital marketing capabilities
- Implemented best practices and streamlined workflows to manage activity during periods of resource slump
- Activating tactical search campaigns to drive traffic to the language websites during key news moments and provide audiences with critical need-to-know information e.g., India elections, announcement of the budget, natural calamities/disasters
- Managing the annual budget for the digital marketing campaigns to ensure efficient use of resources
- Partnering with internal & external stakeholders to deliver the 360-degree brand campaign for the languages in India, 'Make More of Your World'
- Ensuring effective brand management across digital platforms, including but not limited to all social media platforms, by working with stakeholders from around the business in the creation of visual identities, creative assets, branding materials & templates, consistent with brand guidelines
- Managing relationships with internal stakeholders (Editorial Teams, Business Development, Creative, Research), & external teams (digital and ATL agencies), to deliver outstanding creative assets & multimedia marketing campaigns for the language services
- Measuring marketing performance data against KPIs and creating reports to track the success of marketing campaigns
Brand Planner
FCB Ulka
01.2019 - 04.2021
- Assisted the brand strategy head and worked with senior strategists in developing brand strategies & creative solutions rooted in data for businesses spanning product categories
- Conducted extensive exploratory research, competitor analysis & trend spotting
- Developed portfolio strategies, consumer journeys & behavioural segmentation documents
- Key Businesses: Amul, Asus, ICICI Bank, VIP Skybags
- Key Projects: Amul Milk: Anti-loose milk campaign | 'Maa Ke Pyaar Mei Milaawat Nahi Hoti', Amil Ghee: First film for the Amul high aroma cow ghee for the south market, Amul Corporate: New Positioning | 'Maa Ka Pyaar Hai Taste of India', Developing comms strategies for Amul Atta, Buffalo Milk, Animal Feed, South Strategy: Extensive consumer research to crack comms for South India
Business Partner
BBH India
04.2018 - 10.2018
- Account lead for Nihar portfolio of businesses
- Looked after the day-to-day matters relating to client concerns and needs
- Supported the clients in regular creative requirements & 360 campaigns
- Key Businesses: Marico - Nihar Naturals & Mediker
Education
PGDM – C - Strategic Marketing & Communications
MICA
Ahmedabad, India04-2018
B.com (Hons) -
Indraprastha College For Women, Delhi University
New Delhi, India04-2016
Commerce
D.P.S. Vasant Kunj
New Delhi, India04-2013
Skills
- Strategic Content Marketing
- Creative Strategy
- Brief Writing
- Multi-Media Campaign Management & Delivery
- Data Reporting & Analysis
- Stakeholder Management
Languages
English
Advanced (C1)
Hindi
Upper intermediate (B2)
Timeline
Marketing Executive
BBC World Service
04.2021 - Current
Brand Planner
FCB Ulka
01.2019 - 04.2021
Business Partner
BBH India
04.2018 - 10.2018
PGDM – C - Strategic Marketing & Communications
MICA
B.com (Hons) -
Indraprastha College For Women, Delhi University
Commerce
D.P.S. Vasant Kunj
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