URMI ROY

Leading brand marketing for Tata Neu's Financial Services, covering Payments, Gift Cards & Insurance.

• Designed and executed 360 GTM campaigns for 4 new products across CRM, social, digital, and offline channels.
  Spearheaded campaigns aiming to drive ₹10 Cr monthly revenue target through innovative marketing strategies
  and targeted messaging.
• Enhanced campaign performances and uplift in click-through rates by almost 50%, using A/B testing of creatives,
  introduction of improved design guidelines and messaging strategies.
• Monitoring market trends for financial services, tracking competition, uncovering consumer insights, and
  translating them into differentiated brand messaging.
• Discovered new in-app merchandizing opportunities to help drive traffic and boost conversions - contributed to a
  ~20% jump in traffic.
• Managing a team of 10+ (brand managers, designers, writers & agencies) to deliver end-to-end campaigns.
• Built cross-functional alignment with product, design, finance, legal, procurement teams to drive product launches,
  streamline operations, offline production, cost negotiation, and merchandising.

Directed branding and creative strategy for Aakash BYJU'S, IAS Exam Prep, and BYJU'S Tuition Centre.

• Achieved a 50% increase in creative performance numbers by enhancing creatives through A/B testing, data and
  insight-led content and targeted messaging.
• 2X uplift in consumer engagement at BYJU'S by crafting compelling narratives and launching national campaigns.
• Piloted the development of brand identities, narratives, & design guidelines, which led to a 2X uplift in CTRs.
• Led go-to-market strategy for BYJU'S Home Tuitions, driving a 20% uplift in user acquisition through localized
  campaigns and targeted messaging.
• Introduced innovative design concepts for student communication which enhanced consumer understanding and
  increased engagement by almost 25%.

• Managed 100+ campaign launches end-to-end across 8 years, for major clients across 5+ sectors
• Oversaw large-scale TVC and still shoot productions with celebrity talent, managing end-to-end production with a ₹10M budget.
• Led brand and communications strategy through the development of brand tonality, visual guidelines and
  messaging strategy for 3 national brands.
• Championed 4 award-winning campaigns from ideation to execution.
• Partnered with agencies and cross-functional teams in planning and executing events across 5 international countries in the Middle-east and APAC.
• Reduced campaign launch errors by 85% through introduction of new process frameworks.

Top brands handled: Linc Pens, Tata Steel, ITC, Diageo, Nova Eyewear, Turtle Menswear, Tea Board of India

• Streamlined day-to-day creative workflows for 4 national clients, delivering work on time and with precision.
• Liaised with creative teams on 15+ national campaigns from concept to release.
• Conducted competitor analysis and provided strategic recommendations.

Brands Handled: Eveready Batteries, ABP Group (publication), MTS (Telecom), Amante, Royal Challenge Whisky, Mantri Square Mall