Director, Executive Brand Marketing at Fetch Rewards, Boston, Massachusetts 
December 2021  - August 2022​

Promoted  within 5 months of joining 🎉

Led brand marketing for the unicorn CEO, Fetch Rewards: Wes Schroll, focused on stewarding the integrated marketing strategy to establish a strong CEO brand identity across all marketing channels - in partnership with cross-functional creative partners: Edelman, N6A, Thought Leaders. ★ Promoted 5 months into the job for exceeding goals, and marketing innovation. At 700+ FTEs, Fetch closed Series E round with funding of $240 Million – March’22, now valued at over $2.5 Billion.​

● Developed a robust CEO brand identity and leveraged it through marketing initiatives across paid, owned, earned, and shared media, highlighting the strength of the business and Fetch’s greater strategy and opportunity 
★ Scaled executive social media presence from ground 0 to 500K on Instagram + verification, 25K on Twitter, and 80K on YouTube to build awareness and community with key audience groups
● Secured added paid social media brand deals for executive social channels that supported the partnership development wing in their revenue generation goals
● Developed and executed on content strategies, messaging frameworks, and B2C, B2B assets for key internal and external communications initiatives through the strategic lens of brand growth 
● Focused on continuously improving the social media experience for the CEO's followers by engaging with and overseeing the management of all inbound UGC volume 
● Led executive content production to support precision campaigns focused on user acquisition and retention
● Collaborated with marketing communications to boost engagement by integrating the executive voice into the Mobile Inbox, Push and Email nurture streams, and connect with the 17 million monthly active users 1:1:
★ Welcome stream email: OPR increased from 18% to 21% and CTR increased from 0.36% to 0.94%
● Kept current on industry trends, proactively identifying news hooks, and providing strategic PR counsel: 
★ 274 Media mentions, generating a UMV of 871,196,695 (SimilarWeb), and journalist reach of 1,893,749
★ Media Outlets: Business Insider, WSJ, Yahoo Finance, Inc., Comparably, CNBC-TV18, Daily Mail
● Partnered with the social listening team to create categories and monitor the mention volume and sentiment around key campaigns, CPG/ Retail/ Restaurant specific content buckets and relevant FAQs

Marketing Manager, Social Branding at Fetch Rewards, Boston, Massachusetts 
July 2021 - December 2021 ★ Grew cross-channel social following by 274K in under 5 months

Executive social media branding manager to the unicorn CEO, Fetch Rewards: Wes Schroll, focused on stewarding the integrated marketing strategy to establish a strong CEO brand identity across all social channels and beyond - in partnership with Fetch's Marketing packs, various business verticals, and cross-functional creative partners. 
​
  • Led creative social media marketing strategies, executions, and campaign development through a strategic lens on the consumer, that meets both short and long term brand and business goals in line with the CEO’s vision
  • Collaborated with the PR and marketing agencies to translate the CEO brand identity statement, and marketing initiatives across paid, owned, earned, and shared media
  • Led strong relationships with external agencies, using communication plans, briefs, message strategy, and frameworks to guide differentiated storytelling and execution on social
  • Built PR and Influencer strategy to position the CEO's brand as buzz-worthy -including developing micro/macro engagement initiatives
  • Distilled and craft inspiring creative briefs with a thought-leadership lens
  • Managed global collaboration for social media campaigns with national and international marketing counterparts
  • Built and maintained the executive branding analytics reports and presentations to measure KPI performance across channels
  • Focused on continuously improving the social media experience for the CEO's followers by engaging with and overseeing the management of all inbound social volume, and amplification of specific messaging
  • Stewarded the integrated marketing processes with the Marketing teams and cross-functional creative partners, from concept to launch, iteration and optimization

Video Content @ Fetch Rewards

Clients Managed @ reacHIRE

Digital Media and Content Manager at reacHIRE, Concord, Massachusetts 
April 2020 - July 2021

Promoted  🎉

Digital Media and Content Specialist at reacHIRE, Concord, Massachusetts 
May 2019 - April 2020

reacHIRE is changing the trajectory for women returning to work by partnering with forward-thinking companies to create environments where women thrive, advance, lead and stay.
Key responsibilities include:
  • Support development of reacHIRE’s sales & marketing strategy in partnership with key team members to deliver $7.5M in revenue for Return-to-Work business and $900K in booked digital solution sales
  • Partner with Dir. Marketing to implement B2B lead generation campaigns that deliver MQLs
  • Lead development of B2C candidate sourcing campaigns customized to each client to deliver Top Tier Talent including optimal targeting, organic activations, and influencer partnerships
  • Define, own and refine the social media marketing strategy to boost social following by 103%
  • Formulate robust content roadmaps and editorial calendars to support program launches
  • Lead video production projects to generate client co-marketing assets for B2B and B2C campaigns.
  • Deliver on B2C/ B2B e-blasts / drips / other nurture tracks to improve lead flow
  • Support Account-Based Marketing programs including content, cadence and enablement.
  • Lead content audits to ensure it follows brand standards and has a consistent tone of voice
  • Develop a strong and integrated visual identity across all social channels
  • Establish best practices for content innovation to support clients like Wayfair, Google, T-Mobile and Fidelity
  • Lead the social media strategy for reacHIRE’s CEO with a strategic thought leadership lens

Organic Social & Paid Ads @ reacHIRE

Blogs @ reacHIRE

Landing Pages @ reacHIRE

Video Content @ reacHIRE

Social Media Brand Deals

Social Media Consulting

Your Story (Client)
November 2020
​
  • Worked with Co- Founders, to manage and lead the development of new video content for workshops, webinars and website landing pages based on business needs
  • Provided strategic oversight and actionable plans to grow and maintain fan base on popular social media platforms such as Facebook, LinkedIn and Instagram

Past Work Experience

Social Media Manager to Chairman at Vedanta Resources Plc., London
March 2017- 2018
​
· Worked closely with Vedanta’s Chief Communications Officer to successfully build, execute, and sustain social media strategies through competitive research, platform identification, benchmarking, messaging, and audience classification.
· Successfully led a 13,000-employee onboarding and integration project on Workplace by Facebook in partnership with Vedanta’s Chief Digital Officer and Facebook’s APAC Head
· Developed and scaled a one-of-a-kind AI solution called Chairman Connect (chat bot) to promote a transparent model of communication across the organization, enabling company-wide innovation and talent recognition
· Provided strategic oversight to generate, edit, and publish valuable daily social content while simultaneously working on corporate campaigns for reputation management
· Developed and optimized company pages on numerous media platforms to amplify Vedanta’s vision and mission.
· Managed all employee-generated content in line with a moderate policy per community
· Created editorial calendars and syndication schedules whilst continuously improving the business impact by discerning and analyzing data, insights and best practices
· Effectively collaborated with business unit heads to sustain Vedanta’s excellent reputation through various CSR Initiatives

Sales Rep, Showroom Lead Generation at Homebase, London, UK
​December 2015-January 2017

· Built and maintained positive and constructive relationships with clients and prospective leads.
· Coordinated communication and next steps with SQLs
· Monitored and notified the sales team about opportunities for further sales with key clients

Copywriter at The Circus Entertainment Pvt., New Delhi, India
June 2015- August 2015

· Developed visual and audio content for renowned clients like Philips, SC Johnson, SafeDel, and VuClip 
· Provided strategic oversight for concept formulation, scripting, creatives, execution, while delivering end-to-end solutions across all activation and experiential marketing verticals

Freelance Writer
November 2014- January 2015

Contributed to, and published articles on various topics including new business initiatives, health, environmental sustainability, art and culture in the following multi-media outlets: Down to Earth magazine, CIO Review magazine, Khaleej Times, Khyen Cheyn and Rising Kashmir.

Additional Experience ​

Documentary Director - Musings In Ink  - AJK MCRC, JMI University Project
December 2014- April 2015

Directed a documentary on traditional calligraphers bleeding out on the thorns of a dying art in India. The film took a nuanced approach to calligraphy and explored how traditional artists are forced to pursue digital printing to keep up with the new wave of technology. 

Communications Intern at UNESCO MGIEP, New Delhi, India
June 2013- August 2013

Provided volunteer support by conducting research, knowledge sharing, capacity-building, and policy formulation for education in peace, sustainability, and global citizenship. 

Other key responsibilities included developing content marketing assets for youth conferences, alongside assisting the communications officer with providing strategic oversight for digital campaigns.

Volunteer at Rotary International, New Delhi, India
June 2011- July 2012

Facilitated skill development workshops for young men and women between the ages of 12-18 to enhance their knowledge, expand their education, and help them learn the value of service to develop the next generation of leaders.​

Project Head for India Fest, Channel V- Star India
December to January - 2010- 2012 (Contract)

· Developed and scaled a vibrant partnership strategy with university students across Delhi and NCR to organize preliminary and final India Fest events
· Formulated and executed a robust influencer and celebrity engagement program which achieved scores of celebrities and influencers to endorse and evaluate student participation
· Worked collectively with youth partner Letsintern.com to engage students in Delhi, India to promote relevant cluster events to boost participation
· ​Prepared logical frameworks for budget distribution and management across all relevant events

Product Content Research Intern at World Wide Fund for Nature, New Delhi, India
June 2010- July 2010

· Promoted an environmental-friendly range of products curated by WWF
· Conducted extensive research on messaging, and product marketing strategies in line with WWF’s philosophy and mission