Pallavi TK
Gurgaon
Summary
Dynamic Growth Marketing Officer with a proven track record at Titan and other brands, driving brand marketing activities in various stages of growth. 0-1; 1-10 & 10 to 100 have worked in all phases of a growth curve. Exposed to all marketing sub-departments and team handling including working closely with agencies. Seasoned professional having grown businesses with marketing as spine. Managed cross functional operational excellence smoothly.
Overview
5
5
years of professional experience
Work History
Head of Growth
Happa
Hybrid
11.2022 - 08.2024
- Spearheaded D2C business including Market places Ecom & D2C website from X to 3X in 1.5 years. Took Brand sales from 20lac/month to 60lac/month on online mediums.
- Spearheaded NPD & new product launches, seasonal launches, Influencer activities, PR events, dealer meets, trunks, B2B exhibitions, any other ATL/BTL activities.
- Achieved 360-degree marketing communications and effectiveness across channels for product/category management.
- Driving business objectives streamlining all 4Ps. Deep dived into packaging intensely from 4Ps.
- Managed retail and brand marketing communications for new business product category at national and international levels.
- Conceptualizing & Executing Product Master Campaigns. From Master creative key GTM call outs to extending the campaigns onto Digital and mass media.
- Executed detailed D2C performance marketing in house.
- Monitored variables across multiple platforms to ensure alignment with marketing strategies and optimize campaign performance.
- Assisted in end-to-end operations for Market places, Ecom warehouse ops.
- Resolved routine hiccups on supply, inventory, packaging issues. Eg- got down volumetric costs for shipping Ecom packages with operational excellence and accurate packaging without giving the brand sheen.
Marketing Manager
TITAN
Bangalore
06.2019 - 06.2022
- Ideating & Conceptualizing a new brand building its ethos, language.
- Building entire brand play book for a new brand (tata's youngest brand) called Taneira. Named it as well.
- Translating 0to1 Brand play book into master launch GTM strategy and campaign. Furthering master campaign into marketing activities across channels.
- Rationalizing the brand personality, brand tonality, curate 3H modelled content with go-to-market call outs.
- Developed comprehensive 360 content marketing strategies across channels and mediums, including social media and influencers.
- Preparing store launches.
- Ideating & executing all big campaigns from like new product launch or a new season launches.
- Annual operating plan, strategy for AOP and execution on quarterly budgeting.
- Media planning: offline media buying for ATL & digital mass media on internet.
- Implemented below-the-line marketing strategies for retail stores. Supervising BTL activities to get in line with brand ethos.
- Online Media planning to a granular level for more than 3X ROAS on an average for performance marketing enabling ECOM D2C sales as well brand marketing garnering Retail footfall increments.
- Launched D2C webstore for Taneira. Designed UI/UX.
- In Online media buying gave 3.5X ROAS on awareness campaigns from the onset. Min. 2X ROAS on conversion campaigns in the beginning and eventually taking it to 8X ROAS. (performance marketing).
- Launched D2C website for new brands, achieving initial sales from zero to first revenue.
- Grew Taneira’s website revenue to 15 lac/month in first year post-launch. Eventually taking ARR to 6cr for D2C store in 3 years after launch and 14 retail stores presence.
- In 3years the online business was contributing 12% of the annual business. (100crores from 14 stores and website).
- Ecom business Model, strategizing & executing the Sales plan, merchandising plan, Gross margins for top line & bottom line.
- Launched brand on various ecom market places/portals Myntra, Nykaa fashion, Tatacliq lux.
- Leading and tracking implementation of marketing initiatives reporting analytics for sharpest strategies ahead. Implemented GA 360 inhouse for CXO's custom dashboarding.
- Supported internal marketing and PR by pitching partnerships for cross-marketing initiatives.
- Facilitated collaborations and cross-marketing initiatives with partner brands.
- Exceeded sales targets by over 100% during major calendar events and fiscal years.
- Assisted in Titan's other new business in various activities eg: Skinn perfumes market research, Fastrack's accessories relaunch plan & Eye wears store P&L's new strategy.
Skills
- Marketing strategy
- E-commerce business
- Digital & Performance marketing
- Brand management
- Content marketing
- Customer relationship management
Timeline
Head of Growth
Happa
11.2022 - 08.2024
Marketing Manager
TITAN
06.2019 - 06.2022