Shreya Singh
Bengaluru
Summary
Senior Marketing Professional with 3+ years of experience managing high-impact FMCG and beauty brands. Driving brand growth through digital-first strategies, influencer marketing, celebrity campaigns, and data-backed decision-making. Experienced in managing multi-million-rupee budgets, leading cross-functional teams, and launching products at scale across India.
Overview
4
4
years of professional experience
Work History
Senior Marketing Executive
Unicharm India Private Limited
Gurgaon
03.2024 - Current
- Lead end to end digital and brand strategy for two FMCG brands – SOFY (feminine hygiene) and Lifree (adult incontinence), driving awareness, consideration, and repeat usage across digital, e-commerce, and quick commerce platforms.
- Planned monthly and quarterly budget allocations, ensuring optimal split across brand building, performance marketing, influencer spends, and commerce-led campaigns.
- Dynamically reallocated budgets based on performance metrics such as CPI, CPM, engagement rates, and ROAS to maximize campaign efficiency.
- Prioritized investments during new SKU launches, festive peaks, and regional activations to drive higher ROI.
- Launched the Sofy Club period tracking app and achieved over 1 million installs through targeted campaigns, influencer activations, and in-app engagement.
- Managed celebrity shoots with brand ambassador Sara Ali Khan, producing digital video campaigns (DVCs) that boosted brand recall and consumer reach.
- Grew the Instagram community by over 74K followers, improving engagement through Gen Z-focused content, quirky creatives, and influencer-led campaigns.
- Built consumer journey funnels (digital, brand, e-commerce/quick commerce), helping improve awareness, trials, and repeat purchases.
- Led annual and quarterly marketing planning for SOFY & Lifree, aligning brand priorities with business and sales goals.
- Created launch calendars, media phasing plans, and investment roadmaps for new product and SKU launches.
- Managed media planning and execution across Meta, Google, OTT, and Gaming platforms. Ensured efficient allocation, ROI tracking, and cost-effective performance of digital campaigns.
- Directed the launch of four new SKUs and ensured consistent positioning across digital and on-ground channels.
- Coordinated multiple creative and media agencies to deliver integrated campaigns aligned with brand goals and KPIs.
Marketing Executive
Maison D Auraine
Gurgaon
03.2022 - 02.2024
- Manage the social media channels of two major international brands GKHair (mass premium) & pH (luxury) Hair care brands and brought an increase in Instagram followers of about 47%, platforms: Instagram, LinkedIn, Youtube, Pinterest, Facebook.
- Plan marketing communication strategies to meet our highest priorities and liaise with all members of the campaign team to ensure effective and efficient delivery.
- End to end management with team to plan and manage brand events both offline and create buzz on social media channels.
- Collaborated with 300+ influencers & celebrities, conducted 117 shoots pan India and handled BTL Activities (50+).
- Identifying trends, insights, and optimizing spending and performance based on the insights, planning quarterly budget, working alongside agencies (pr team, influencer agencies) for content and social strategies, and working alongside paid media team, graphic designing team for creatives and marketing assets.
- Revamping the communication on the LinkedIn channel and bringing an increase in followers by 32% and an increase in page views by 50%.
- Strategizing and executing channel: Pinterest, youtube for the brand, online reputation management, using social tools (brandwatch, ryter, insider, unmetrics) to identify trends and competition benchmark.
- Share a quarterly plan for action and deliverables against set targets.
- Interact with sales team to develop holistic marketing campaigns to strengthen the brand recall and consideration in the specific markets.
- Market research, planning new brand launch strategies, oversee & execute social media calendar, creating post promotion plan, grid planning, brief preparation as per campaign and brand guidelines.
Education
MBA - Marketing & Business Analytics
IILM Graduate School of Management
New Delhi, India03-2022
Skills
- Brand Strategy & Positioning
- Multi-Brand / Portfolio Management
- Annual & Quarterly Marketing Planning
- Budget Forecasting, Phasing & Optimization
- ROI, ROAS, CPM & CPI Tracking
- Digital & Performance Marketing (Meta, Google)
- Influencer & Celebrity Marketing
- OTT, Gaming & Emerging Media Platforms
- Consumer Journey & Funnel Strategy
- Product & SKU Launch Management
- E-commerce & Quick Commerce Marketing
- Regional & Hyperlocal Marketing
- Agency & Vendor Management
- Cross-Functional Stakeholder Management
- Data-Driven Marketing Decisions
Timeline
Senior Marketing Executive
Unicharm India Private Limited
03.2024 - Current
Marketing Executive
Maison D Auraine
03.2022 - 02.2024
MBA - Marketing & Business Analytics
IILM Graduate School of Management