Susmita Tarun SinghaRoy
Assistant Manager- Creative
Gurgaon
Summary
I craft creative for brands where excellence is the baseline: Ivy Leagues, luxury houses, global infrastructure projects.
In every organization I join, I become the person teams turn to when the brief is complex, the audience is diverse, and the stakes are high. Every campaign I lead begins with clarity and ends with resonance, balancing the discipline to meet the highest standards of brand compliance with the storytelling that makes an audience care. I turn brand guardrails into springboards for innovation, delivering campaigns that unite data insight with narrative craft to perform across cultures, platforms, and audiences.
Overview
10
10
years of professional experience
4
4
Languages
Work History
Assistant Manager - Creative
Emeritus
02.2023 - Current
- Lead creative strategy and execution for globally recognized institutions (Northwestern Kellogg, MIT, Harvard Medical School, Carnegie Mellon, Wharton), managing high-visibility campaigns across web, social, CRM, print, and video.
- Directed a team of writers and collaborated with design, social, and product teams to deliver over 100 campaigns annually within strict brand guidelines and tight deadlines.
- Delivered +150% CTR uplift (0.3% -> 0.75%) and reduced CPL to $25 by applying platform-specific ad frameworks informed by performance data.
- Produced video scripts and campaign narratives that scaled across multiple programs, reducing production timelines by 25% without sacrificing quality.
- Oversaw brand storytelling that increased paid applications by 445% and revenue by 392% for a flagship program, leveraging audience insights and market positioning.
- Implemented AI-enabled creative workflows, cutting ideation-to-delivery cycles by 30%.
- Maintained brand excellence under strict compliance parameters, mirroring processes for premium and regulated industries like aviation.
Marketing Director
Sash Couture
05.2022 - 01.2023
- Developed luxury brand creative direction, including campaigns for social, paid media, and experiential events, increasing engagement by 60% in three months.
- Created and maintained brand identity systems to ensure cohesion across touchpoints - directly transferable to airline brand management.
- Managed cross-functional teams to deliver premium creative assets on time and on budget.
Content Manager
Probo
10.2021 - 05.2022
- Managed a multidisciplinary creative team producing high-volume, high-quality marketing content under tight deadlines.
- Introduced structured processes, reducing errors by 40% and improving brand alignment across all assets.
Senior Content Specialist
AdLift Marketing Pvt. Ltd.
12.2019 - 10.2021
- Led creative for global and Indian brands with premium positioning, delivering results such as +1100% Top 10 keyword growth and +1753% YoY traffic through integrated campaigns.
- Produced campaign content for multinational corporations with stringent brand guidelines, similar to aviation industry standards.
Google Ads Strategist
FIS Global
03.2019 - 10.2019
- Increased CTR by 15% and reduced CPC by 10% by refining keyword targeting and ad copy relevance for Tier-1 advertiser accounts.
- Partnered with landing page optimization teams to improve conversion pathways and ad-to-page alignment.
- Implemented innovative solutions for optimizing processes, resulting in increased efficiency and reduced costs.
- Engaged in continuous process improvement efforts that led to more efficient workflows saving both time and resources.
- Led brainstorming sessions, fostering a culture of innovation and creative problem-solving within the organization.
Communications Assistant Manager - Content
India Center Foundation
06.2016 - 10.2018
- Supported multi-million-dollar projects including the Delhi-Mumbai Industrial Corridor, Kite to Varanasi program, and Mumbai-Ahmedabad Bullet Train in partnership with the Ministry of External Affairs (India) and Government of Japan.
- Delivered high-impact communication strategies, conference collaterals, and project proposals under the Alternate Sustainability Model framework, strengthening bilateral relations and stakeholder engagement.
- Managed website content operations and cross-border communications, ensuring consistent messaging across international audiences.
- Developed engaging presentations for executive team members, assisting in their efforts to communicate key messages internally and externally.
- Streamlined internal communications processes for increased efficiency and employee satisfaction.
Freelance Content & Video Consultant
Bombay Times
08.2014 - 10.2015
- Conceptualized and executed ad campaigns for Fox Life’s entrepreneurial reality series Be Your Own Boss (BYOB), aired in partnership with Bombay Times.
- Developed multi-platform campaign creatives — spanning print, digital, and broadcast — to position the show as a bold, aspirational brand for young entrepreneurs.
- Collaborated with producers, marketing leads, and art teams to create promotional narratives that boosted viewer engagement during the show’s premiere run.
- Managed client relationships through regular check-ins and updates on project progress.
- Collaborated with cross-functional teams to successfully deliver comprehensive solutions for clients.
Education
Bachelor of Arts - English
04.2001 -
Skills
Marketing campaign development
Brand messaging strategy
Targeted messaging development
Creative direction
Scriptwriting and production
Digital advertising strategy
Digital marketing strategy
Quality assurance in editorial processes
SEO strategy development and implementation
Conversion-driven landing page writing
Interdisciplinary project coordination
Performance review management
Collaborative team management
Additional - Personal Projects
Produced travel photography and storytelling content for social media, combining visual and narrative craft to engage a diverse audience.
Timeline
Assistant Manager - Creative - Emeritus
02.2023 - Current
Marketing Director - Sash Couture
05.2022 - 01.2023
Content Manager - Probo
10.2021 - 05.2022
Senior Content Specialist - AdLift Marketing Pvt. Ltd.
12.2019 - 10.2021
Google Ads Strategist - FIS Global
03.2019 - 10.2019
Communications Assistant Manager - Content - India Center Foundation
06.2016 - 10.2018
Freelance Content & Video Consultant - Bombay Times
08.2014 - 10.2015
Amity University - Bachelor of Arts, English
04.2001 -