Richa Sarma

• Developed comprehensive marketing plans, using print advertising, catchment activations and BTL tactics in alignment with overall business goals and objectives, delivering increased footfall of 15% to stores as per target.
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs, delivering 60% new customers to stores every month.
• Increased consumer engagement by creating personalized experiences through targeted segmentation strategies.
• Coordinated with creative partners to generate dynamic marketing content and communication tools for promotional campaigns.
• Oversaw creation of compelling marketing materials, including brochures, presentations, and social media content.
• Mentored junior team members, fostering professional development within organization.
• Managed annual marketing budget, ensuring cost-effective allocation of resources for maximum impact.

• Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business.
• Implemented and developed operational standards, policies and procedures.
• Held monthly meetings to create business plans and workshops to drive successful business.
• Consistently met or exceeded annual performance targets set by senior leadership.
• Managed budgets effectively, achieving financial objectives while maintaining strict control over expenditures.
• Demonstrated exceptional adaptability in navigating complex situations or rapidly changing environments with ease.
• Responsible for the brand identity development for Jio World Drive, a premium retail precinct in Bandra Kurla Complex, planned as the premier destination for premium & bridge to luxury brands
• Led the launch planning mandate and go-to-market strategy for Jio World Drive - brand positioning, launch campaign strategy and launch event execution.
• Responsible for creating aspirational brand campaigns in steady state with call-to-action campaigns that drive footfalls and result in sales.
• Conceptualized & executed experiential IPs, that draw crowds and keep the mall in the must-visit destinations on weekends - JWD Live, JWD Oktoberfest, Winter Park & Conscious Culture Festival.
• Identifying partners and agencies for creative, digital and media solutions and managing output from agencies to ensure timely roll-out of campaigns
• Establishing relationships with retailers housed in Jio World Drive & co-creating a collaborative calendar of events that drives visibility and awareness for the mall as well as our partners.

Achievements:

• Launch event planning – Conceptualized & executed unique launch event in collaboration with over 30 retailers. The event generated buzz in the city, driving footfalls over 10,000 on opening day.
• Social Media – devised content calendar, influencer collaborations and live coverage strategy that helped us grow 10x in the opening weekend organically.
• Launched a unique open air farmers’ market, The Green Co-op in Jan '21, showcasing a mix of homegrown brands & live entertainment through social media. Created buzz and vitality for the brand, making it the must-visit weekend destination, attracting celebrities like Sara Ali Khan, and more. Social following reached 5000 within 2 months, driving over 600 footfalls per day for the 5 hours the market stayed open.
• Launched Jio World Drive Live - mini concert format of events intended to provide a platforms for Indie bands such as Mame Khan, Euphoria, Indian Ocean, attended by over 3000 guests.
• Launched several campaigns such as Black Friday campaign that resulted in over 40,000 footfalls in a single weekend and 110% achievement in sales.

Recognition: Double promotion in 2020 from Dy. Manager to Sr. Manager

• Headed the marketing mandate for launch of Replay Jeans, a premium Italian Denim brand, in India.
• Collaborated closely with global marketing team to create a distinct positioning for Replay in India and to align campaign releases along with HQ.
• Responsible for creating high-impact, locally relevant marketing campaigns within the brand's guidelines through on-ground events, PR and digital campaigns
• Created a strong stylist & influencer outreach program to build visibility through celebrity associations.
• Led Visual Merchandising to ensure a seamless international brand experience in-stores.

Achievements:

• Launched 4 stores for Replay in India with the first in Ambience Mall, Gurgaon. Created a high impact PR plan to drive visibility & create awareness for the brand resulting in over 25 articles in fashion magazines and local news platforms, over 50 mentions on online news portals & social chatter through influencers.
• Successfully positioned the brand as a premium player and secured the brand's listing on luxury ecommerce portals such as Tata Cliq Luxury and Ajio Luxe.
• Represent Replay India at Global brand meet for VM in Barcelona, Spain.

• Responsible for all brand marketing for BlueStone.com across traditional media & digital media.
• Key facilitator of the new brand identity roll-out, redefining the brand identity and brand positioning, ensuring alignment among various internal and external stakeholders and agency partners, as well as implementation of corporate & brand identity elements over a 3-month period.
• Developed the plan to drive walk-ins to the brand’s first ever retail store in Delhi – inauguration event & catchment specific plan to drive awareness, including print media, OOH and in-store
• End-to-end management of internal and external creative agencies, digital & media agencies
• Drive repeat business for the e-commerce platform

Achievements:

• Launch of new brand identity - Created a 6-week 360 degree "go-to-market" strategy for the new identity extending across the e-commerce portal, communication & retail touchpoints.
• Created engaging CRM campaigns, reaching 1 lakh customers at a frequency of 10 times a month - growing open rates up to 25% from ~10%-12% and CTR of 2.5%

• Overseeing all brand marketing & communication for the Eyewear division, with an annual Marketing budget of over Rs. 40 Cr
• Responsible for campaign roll-out (traditional & digital media), event executions, multi-city PR plans, catchment level marketing & compliance of branded materials across 400 stores in the country.
• Market research analysis & curating insights to draw up annual marketing strategies and yearly communication calendar.
• Development of media plans for all campaigns to maximize reach through right media mix, while optimizing spends; Identifying market needs and developing region-specific brand plans.
• Agency and stakeholder management - responsible for briefing various agencies on annual/quarterly communication plans, ensuring timely roll out of campaigns and managing brand ambassadors for Titan Eyeplus and Titan Glares.
• Key player in the re-branding exercise of Titan Eyeplus, from drafting of the brand key, brand personality, new tagline to implementation across stores and communication platforms through new brand campaigns
• Owner of brand's digital assets, ensuring that the brand agenda is carried forward across platforms, manage social led campaigns, execute influencer campaigns and oversee daily content roll-out

Achievements:

• Perception shift of spectacles from functional to fashionable products - consistently drove the agenda for spectacle users to start considering their eyewear as a fashion accessory rather than a prescription product. Launched a successful campaign for the Enigma collection for women, with Chitrangda Singh, that resulted in over 30% increase in footfalls (pre-campaign to campaign period) and resulted in ad variants selling out across the country within a 2 week period.

• Responsible for all internal and external communication as well as coordination of any campaign and on- ground activities.
• Managing stakeholders and agency partners (creative agency, PR agency, media house), to ensure timely dissemination of campaigns and relevant brand updates.
• Overseeing media plans for print and radio campaigns, planning and executing PR initiatives (such as collection showcases, trunk shows) to generate visibility in appropriate forums

Achievements:

• One-of-a-kind collection showcase in collaboration with Bonda Soup Art Studio – Collaborated with local artists to create a series of scotch-tape sculptures highlighting the ‘Urban Nomad’ theme behind the SS’14 collection, for a press launch in Mumbai’s Gallery Le Sutra

• Boosted client satisfaction by developing and maintaining strong relationships through effective communication.
• Managed multiple accounts simultaneously while maintaining organization and prioritizing tasks efficiently.
• Established long-lasting relationships with key decision-makers within client organizations, solidifying the company's reputation as a trusted partner in their respective industries.
• Collaborated with cross-functional teams to develop comprehensive marketing strategies, resulting in increased brand awareness and revenue growth.
• Streamlined account management processes for increased efficiency and improved client retention rates.
• Managing and supervising campaign shoots in India and abroad
• Key Accounts Managed: Allen Solly, The Collective, ICT Health, Titan Company, Canvera Photobooks.

Achievements:

• Quick growth from Sr. Account Executive to Group Account Manager
• Led key projects for Allen Solly such as rollout of new brand & retail identity, twitter powered collection launch and re-launch of the Friday Dressing proposition with DIY Colour Chino project

• Managing core functions of client servicing executive, briefing to campaign delivery, tracking on-going jobs, tracking media plans and releases, ensuring on-time delivery to client.
• Boosted client satisfaction by developing & maintaining strong relationships through effective communication.
• Managed multiple accounts simultaneously while maintaining organization and prioritizing tasks efficiently.
• Collaborated with cross-functional teams to develop comprehensive marketing campaigns, resulting in increased brand awareness and revenue growth.
• Key accounts managed: Wipro, Nitesh Estates, Space Global Ventures.

• Understanding basics of Advertising, various functions of client servicing team which included maintenance of adequate records from briefing to campaign delivery, tracking on-going jobs, tracking media plans and releases, ensuring on-time delivery to client.
• Awarded ‘Outthink Champion of the Quarter’ – Q2 2008 and put on fastrack growth program.
• Quick growth from Management Trainee to Account Executive and then Sr. Account Executive.
• Key Accounts Managed: Mantri Developers, Biocon, Tata Coffee, N. Ranga Rao & Sons, Emerson Climate Technologies, Space Global Ventures