Vidula Desai
Mumbai
Summary
Senior integrated marketing and communications professional with over 14 years of experience in Go-To-Market strategy, brand management, and corporate communications. Proven track record in leading impactful initiatives across K-12 education, EdTech, and e-commerce, driving measurable business results. Expertise in designing and executing integrated B2B and D2C campaigns across various channels, ensuring alignment of brand storytelling with commercial objectives. Strong knowledge of CRM and marketing tools, combining creative strategies with data-driven execution to build purpose-led brands that resonate with audiences.
Overview
14
14
years of professional experience
Work History
General Manager - Influencer & Offline Marketing
Repro India Ltd
Mumbai
06.2023 - 09.2024
- A member of the core leadership team, led awareness and engagement efforts for Bookscape.
- Managed a team of three direct reports and designers in matrix structure.
- Designed and executed integrated go-to-market strategies leveraging Influencer Marketing, Social Media Marketing, Shoppable Video Content, and Events to drive platform traffic.
- Managed key account relationships with Penguin Random House, Harper Collins, Ingram Spark.
- Developed comprehensive influencer strategies, managed agency collaborations to set KPIs, select influencers, and deliver impactful campaigns with post-campaign analysis.
- Planned and executed brand events, including Book Fairs, Comic Cons, Literary Festivals, and live author events, driving brand visibility.
- Conceptualised, scripted and produced shoppable videos for the website, integrating them into product pages, A+ content, and social media to boost traffic and engagement.
- Created other content for the website like the mega menu, curations for each sub-category page.
- Selected and directed influencer marketing, event, and digital marketing agencies, ensuring alignment with strategic goals and KPIs.
- Bookscape, a tech-driven D2C online bookstore connecting publishers and authors directly with readers.
- Increase steady increase in website traffic each month by 12%.
- Achieved ~13% video CTR and 50% follower growth with a 3.5%+ monthly engagement rate through influencer marketing activities on the website.
- Produced 450 in-house shoppable content videos with a 5.7% CTR & above each month.
- Videos achieved a sale of ~INR 10 Lakhs cart value in the first year of launch.
General Manager - Marketing
Team Lease EdTech
Mumbai
10.2022 - 01.2023
- Led marketing and communication strategies for the Education and Employability verticals.
- Managed a team of two senior managers and copywriters, digital marketing executives in a matrix structure.
- Developed and executed integrated marketing plans, creating a robust pipeline of must-win and prospect accounts for business development along with my two direct reports.
- Spearheaded the go-to-market strategy and multichannel marketing plan for IIT Patna online programs, leveraging platforms like Facebook, LinkedIn, email marketing & print advertising.
- Achieved full batch registration for all online programs at IIT Patna within 2 months of launch.
- Created two comprehensive reports on Online Program Management & Apprenticeship in India which were used at various forums pre and post sales.
Senior Manager - Marketing & Communications
Cambridge University Press & Assessment
12.2014 - 08.2022
- Managed the marketing and communications function to promote international programs and qualifications.
- Developed and executed GTM strategies for all programs and qualifications.
- Launched new programs and assessments, including the Cambridge Early Years program in South Asia (2020).
- Planned and executed 100+ offline and online events, including large-scale award functions.
- Managed PR agency relationships, creating and executing PR strategies to enhance brand perception.
- Regionalized global content for local audiences and developed marketing materials.
- Led social media strategy and campaigns for South Asia, including paid campaigns.
- Managed an annual GBP 200,000 marketing budget.
- Promote international programs and qualifications to schools, parents and learners in South Asia.
- 50% growth of schools in India over the last seven years.
- A steady 13% YOY growth in Bangladesh, Sri Lanka and Nepal over the last seven years.
- On boarding 70 Cambridge Early years Centres in India since its launch in 2020.
- Onboarding 25 schools offering Cambridge CEM in India since 2019.
Manager - Marketing
The British Council
Mumbai
11.2012 - 11.2014
- Designed and executed a 360 marketing strategy to drive brand awareness, lead generation, and customer retention for Aptis, IELTS, Cambridge Suite of assessments for Students, Teachers - Cambridge YLE, TKT to name a few
- Executed marketing plans to increase adoption for all the above mentioned assessments through data-driven value propositions.
- Delivered ROI-focused action plans within budget using PR, Direct Mailers, Emailer Marketing and B2B events & B2C events.
- Engaged stakeholders to ensure a healthy pipeline of B2B and B2G connections.
Senior Manager - Client Servicing
Broadview Mediacom
Mumbai
11.2010 - 09.2012
- Managed and serviced the company's largest accounts - Tata Motors, Skoda, and Fiat.
- Collaborated closely with brand managers to manage OOH, events, and BTL activations strategy.
- Improved productivity and efficiency to enhance client experience for Tata Indica and Tata Manza.
- Executed brand awareness and lead generation campaigns for key clients.
- Managed the company's largest accounts, resulting in net billing of INR 1.5 crore within a year.
Education
Level 6 Award in Marketing and Digital Strategy - Marketing Management
Chartered Institute of Marketing
Online12.2024
Post Graduate Certificate in Digital Marketing -
MICA
Ahmedabad12.2018
MBA - Business Design
P.L Welingkar Institute of Management & Development Research
Mumbai12.2008
Post-Graduate Diploma in Sports Science and Nutrition - Sports Nutrition
SNDT Women's University
Mumbai12.2003
Bachelor of Science - Food and Nutrition
Nirmala Niketan College of Home Science
Mumbai12.2002
Skills
- GTM strategy and execution
- Corporate communications and PR
- Integrated marketing
- Event management and activations
- Brand management
- Social media marketing
- Content strategy
- Influencer engagement
- Budget management
- Outdoor advertising
- Leadership development
- Print and digital advertising
Timeline
General Manager - Influencer & Offline Marketing
Repro India Ltd
06.2023 - 09.2024
General Manager - Marketing
Team Lease EdTech
10.2022 - 01.2023
Senior Manager - Marketing & Communications
Cambridge University Press & Assessment
12.2014 - 08.2022
Manager - Marketing
The British Council
11.2012 - 11.2014
Senior Manager - Client Servicing
Broadview Mediacom
11.2010 - 09.2012
Level 6 Award in Marketing and Digital Strategy - Marketing Management
Chartered Institute of Marketing
Post Graduate Certificate in Digital Marketing -
MICA
MBA - Business Design
P.L Welingkar Institute of Management & Development Research
Post-Graduate Diploma in Sports Science and Nutrition - Sports Nutrition
SNDT Women's University
Bachelor of Science - Food and Nutrition
Nirmala Niketan College of Home Science