Zen Doodles
Saritha Iyer
Digital Marketing Consultant
Mumbai
Summary
• A digital marketing expert with over 11 years of experience and a strong emphasis on international consulting, marketing strategy, and digital growth planning for some of the world's leading organizations.
• Adept in bridging business, marketing, and design for Fortune 100 companies
• Experience in managing CXO and the creative directors
• Industries worked for: CPG, E-commerce, Retail, Luxury, FinTech
• 200+ people trained in social media marketing
• Mentored over 150 people across geographies including, small business owners and graduates
• Conducted Bootcamp on social media account planning for small business owners– Social Samosa
Overview
11
11
years of professional experience
5
5
years of post-secondary education
3
3
Certifications
Work History
Self-Employed
Individual Consultant
Mumbai
11.2020 - Current
- Offered 0-1 consulting services for new-age start-ups in India and Canada
- Responsible for developing and implement marketing plans for new and existing products lines, competitive intelligence, media relations, advertising, corporate website, promotions, trade shows, product management process and key product messaging
- Tech Stack: Google DataStudio, Canva, Photoshop, Facebook and Instagram Advertising, Google Advertising, SEO, A/B Testing, Creative Studio
- Projects and Accomplishments:
- Designed a robust brand communication strategy across all platforms (digital multimedia, marketing/sales materials, online banners, photo shoots, and promotions) for a new-age Credit Union in Canada
- Developed and launched a hyper-local microsites for a fin-tech company that developed in the first 2 months to over 2,500 unique visitors (1% of the population size in Canada)
- Increased AOV 35% in 3 months by optimizing customer incentives through tiered promotional campaigns for a luxury furniture brand in Netherlands
- Developed effective cross-sell opportunities for existing commercial customer base to garner 2x the current members in the next one year
Marketing Consultant
Boston Consulting Group
Mumbai
09.2021 - 01.2022
- Responsible for creating marketing roadmap and build go-to-market strategies for a Global Health-tech client
- Tech Stack: WebEngage, Facebook and Instagram Ads, Twitter Ads, LinkedIn Ads
- Projects and Accomplishments:
- Developed a comprehensive Digital Marketing Readiness Plan (Adoption to retention) for launching 3 products for a healthcare company
- Orchestrated the brand and communication strategy, tone of voice and other marketing collaterals for the launch
- Revamped and launched two new websites in 3 months for the client
- Design and implement digital marketing strategies for the client across diverse fields to increase online visibility and conversion through digital channels while empowering marketing teams with data-driven insights
Management Consultant
Accenture
Mumbai
06.2019 - 11.2020
- Supported Managing Director in the decision-making process by preparing and submitting reports in a timely manner
- Provided strategic consultant to management on identifying and resolving issues, creating values, enhancing growth, and augmenting business performance
- Acted as a Management consultant and analyzed data to identify and understand challenges
- Tech Stack: Facebook Business Manager, Google Ads, DV360, Xander, Zapp360, Data Studio, PowerBI, Netcore
- Projects and Accomplishments
- Drove change management and designed Digital-driven marketing solutions by mobilizing GSK’s APAC Digital marketing efforts, including planning content strategy, monitoring email marketing, designing a creative website, and spearheading influencer marketing
- Played an instrumental role in accumulating 1st party data by heading and mobilizing Hearst’s 6 M USD digital advertising efforts, including Programmatic, Funnel Marketing, Paid, and Social
- Drove strategy and execution for digital brand campaign, outperforming engagement goals by 30% and traffic by 433%.
Digital Marketing Manager
Craftsvilla
Mumbai
07.2016 - 04.2019
- Reported to Chief Executive Officer for assisting in making smart business decisions/driving continuous improvement
- Created and deployed all web, SEO/SEM, database marketing, email, social media, and display advertising campaigns
- Maintained company social media presence across all digital channels.
- Tech stack: Facebook Ads, Google Ads, Dynamic CRM, Radian6, Brandwatch, Jira, Workfront
- Achieved ~4x lift in brand awareness from 13% to 58% in under six months and thereby improved the NPS by 70%
- Lowered lead cost on Facebook and Instagram Ads by 60%
- Created an effective content strategy by working with 400+ influencers
- Implemented new website design and witnessed between 3x to 5x across different business KPIs
Assistant Manager
HansaCequity
Mumbai
06.2012 - 06.2016
- Facilitated Senior Vice President in making business strategies and making decisions through direct reporting
- Used Oracle andRadian6 to establish Social Media Command Centre
- Administered multiple functions, including supervising employees during day-to-day tasks, providing client supporting escalated situations, and managing overall workflow
- Projects and Accomplishments
- Established Social Media Command Centre using Oracle and Radian6
- Joined with 2 other colleagues and in 3 years grew and managed a team of 10+ members across data, campaign execution, analytics, and client servicing executives
- Worked with the analytics team to create customer segmentation and modeling-based recommendations for the client's 7.5mn customer base
- Orchestrated award-winning campaigns and won: Spike Asia Awards, CMO Asia awards, Digital Creative, and 8th loyalty summit awards
Education
MBA - Marketing
Mumbai University
Mumbai 04.2010 - 04.2012
BBA - Finance
Mumbai University
Mumbai 04.2006 - 04.2009
Skills
Facebook Ads
Marketing Strategy
Design Thinking
Go-To-Market Strategy
Certification
Marketing Strategy by Cannes Lion School
Additional Information
- Nominated for “India Consulting Awards 2022” award presented by Navi Mumbai Chambers research team for Best Consultant Award
- Accenture: Closed won $50,000+ worth of new business for a leading media client in 3 months of project commencement. Increased the brand efficiency by 5% and 11% performance efficiency by leveraging value-based remarketing
- Craftsvilla: Reduced the CPI for mobile app downloads to single-digit, which yielded higher efficiency, eliminated affiliate agency cost, and saved marketing budget. Created a Social Media viral post (#FacbricTourofIndia) and got featured in Huffington Post and had garnered over 10 million downloads
- Hansa Cequity: Acquired 11% of Westside loyal customers to launch the #MyDadIs Twitter Campaign in 2013. Acquired clients worth INR 1 million to render digital experience services. (Celio, Landmark stores, Cry, and TVS Motors)
Interests
Reading fiction books
Yoga
Timeline
Digital Transformation, Purdue University
02-2022
Marketing Consultant
Boston Consulting Group
09.2021 - 01.2022
Self-Employed
Individual Consultant
11.2020 - Current
UX, University of California
06-2020
Marketing Strategy by Cannes Lion School
03-2020
Management Consultant
Accenture
06.2019 - 11.2020
Digital Marketing Manager
Craftsvilla
07.2016 - 04.2019
Assistant Manager
HansaCequity
06.2012 - 06.2016
MBA - Marketing
Mumbai University
04.2010 - 04.2012
BBA - Finance
Mumbai University
04.2006 - 04.2009