Owned the planning and activation of the marketing mix across the Asia Pacific region (excl. China) for the industrial adhesives and tapes business, partnered with external agencies and cross-functional internal stakeholders to localize globally-produced content to drive lead generation. 1. Planned the annual marketing calendar to help meet regional business managers’ demand generation goals, employing a strategic mix of digital and offline tactics at touchpoints across the customer journey including: webinars, marketing emails, trade shows, channel partner events, website, brochures, catalogues and leaflets.2. Negotiated and collaborated with creative and performance marketing agencies to execute tactics in the marketing calendar and reported data-driven insights from activation data.3. Briefed and oversaw the production of marketing assets, ensuring that the copy and rich media in them meet communication objectives, and that lead tracking mechanisms are correctly implemented. 4. Reported monthly performance of marketing campaigns by synthesizing data from systems including Oracle Eloqua, Salesforce CRM and Adobe Analytics.5. Led process improvement initiatives to diagnose and improve gaps in marketing lead qualification by building CRM reports to provide lead-to-conversion visibility to sales teams.

Promoted to lead the localization of a global marketing campaign for through-channel activation across the Asia Pacific region. Orchestrated end-to-end activation, from positioning and value proposition development to driving sales pipeline reviews. Recognized with the prestigious CMO Award for the campaign’s commercial impact in its first year.1. Analyzed macroeconomic data to identify high-potential countries based on historical capex diversification and forecast volume growth in target market segments.2. Conducted 27 depth interviews across the value chain, tailoring campaign messaging to resonate with Asian personas.3. Developed Excel Macros and VBA code to rapidly assemble a basket of 1400+ SKUs, curated by 16 portfolio managers across 6 countries. 4. Leveraged Power Pivot to model campaign targets, combining historical sales CAGR of selected SKUs with division-level growth objectives.5. Oversaw the creation and distribution of 10 customized marketing assets tailored to local needs in 6 priority markets.6. Designed a training module for distributor sales reps to identify cross-selling opportunities by using marketing collateral to complement incentive programs and enhance overall sales effectiveness. 7. Led monthly business reviews to evaluate opportunity pipelines and marketing support required by sales teams to post $1.25M in incremental sales (45% above target) in the first year of the campaign’s activation, following it up with 57% y/y growth in the second year. 8. Achieved a marketing ROI of 10X by activating the integrated marketing campaign to reach new personas within existing accounts to grow their lifetime value across 6 countries.Co-led strategic initiatives to promote a data-driven decision-making culture. Trained 100+ marketers in Power BI, advanced Excel formulas, and secondary market research tools (EMIS, Euromonitor). Built dashboards to identify high-growth accounts, winning portfolios in specific markets and map demand seasonality.

Inducted into the management trainee program to work on strategic marketing projects across 3M businesses on a rotational basis. Project 1: Alternate go-to-market strategy for the food safety business in India• Identified food exporters as the target customer segment for the food safety business by combining US FDA import rejections data with a competitive product portfolio analysis.• Developed a market sizing model by combining voice of customer depth interviews and regulatory license (FSSAI) issuance statistics.• Recommended prioritizing the pathogen detection portfolio to leverage 3M MDS’ unique value proposition.• Collated a database of 12,000+ subsegment-wise leads for targeted business development by sales teams.• Developed a macros and pivot tables-based tool to enable sales reps to query complex regulations during their sales calls and offer applicable 3M solutions with ease. The tool was subsequently extended for use in an additional country.• Recommended a value chain participant as a strategic alternate channel partner for sole importership.Project 2: Expanding the commercial solutions portfolio to residential markets• Identified home service aggregators as the target market segment and estimated the annual opportunity size at a $35K organic addition to the top line.• Combined the voice of customers, channel partners, and sales managers to identify touchpoints in the customer journey in need of customer experience improvement.• Used sentiment analysis and word cloud visualizations on logs of ~1400 marketing qualified leads to quantify and differentiate between opportunities lost due to COVID-19 lockdowns and those due to subpar customer experience.• Audited products listed on Amazon for their ranks on branded and unbranded search queries to identify product listings for below-the-fold content optimization.

Hired as a summer intern under my MBA coursework. Awarded a full-time pre-placement offer (PPO) in recognition of excellent performance in distribution channel management and enabling business development, leveraging voice-of-customer depth interviews and sales data analytics.1. Engaged channel partners in depth interviews to identify their barriers to cross-selling.2. Analysed national point-of-sale data to identify channel conflict within sales territories.3. Developed a metric to quantify and rank distributors on their cross-selling performance.4. Modelled direct and indirect sales data to build a business intelligence dashboard for channel management scalable across all channel-driven businesses in the company.5. Created a lead generation tool to empower sales managers to identify new accounts belonging to target market segments in geographies with low penetration.

Hired as a frontline sales rep responsible for greeting walk-in customers, understanding their unique profiles, and matching them with the appropriate test prep solution. Also drove inside sales to increase in-store footfall in addition to maintaining daily sales reports and launching an initiative to support inventory management.• Exceeded the annual sales target by 3% and posted a conversion ratio of 40% to earn the spot of the highest-grossing branch across India.• Successfully created additional footfall of 370 walk-ins by strategically pursuing marketing qualified leads. • Digitized inventory management by creating a spreadsheet-based ledger to reduce backorder costs and avoid poor customer experience.

• Recorded and analyzed qualitative and quantitative data on sales rep behaviour from observing 150+ retail customer interactions• Drafted a customer service standards policy document by studying customer service best practices from industry leaders in hospitality and retail• Proposed an innovative medium of delivering training and building cohesion among in-store teams

• Liaised with and onboarded thought leaders as panellists and speakers for the launch event of the SheSays online portal held on the UN World Youth Day 2015• Interviewed law enforcement and healthcare officials on record about standard protocol in responding to incidents of female sexual assault• Designed digital and print creatives for owned media channels to publicize the launch of the online portal aimed at empowering sexual assault survivors

• Retouched product photographs for uploading to the e-commerce portal using Adobe Photoshop• Wrote copy for product descriptions maintaining a distinct brand voice and tone• Wrote a blog post on men’s attire essentials published at closetbuddies.in to kickstart incoming organic traffic• Compiled and presented annual revenue reports of the luxury menswear e-commerce portal