Sabitha Sudarshan Email & Phone Number

Houston, Texas, United States

- Led the design and execution of 10+ research studies at OpenStax Kinetic, a digital learning platform, utilizing advanced statistical methods such as multiple regression and CFA in R to generate insights and improve platform development.- Developed and executed data-driven marketing strategies for OpenStax Kinetic utilizing customer journey mapping and user personas to tailor marketing efforts and enhance user experience. Conducted comprehensive analyses of market trends, competitor activities, and consumer behavior, delivering actionable insights that informed marketing strategies and product performance.- Optimized digital marketing efforts through targeted SEO, email marketing, and social media strategies, resulting in a 2.8% increase in referral traffic, 3.9% organic search growth, and a 16.3% rise in engagement. Utilized Google Analytics and CRM (Salesforce) to track performance and adjust strategies accordingly.- Led a rewards program and digital badge system at OpenStax Kinetic, increasing the user base by 400% and enhancing engagement within 6 months through data-driven user testing and analysis.-Led marketing strategy for beta testing an AI/ML-powered economics tutoring chatbot, integrating digital analytics and targeted campaigns to optimize user engagement. Achieved an 11% social media engagement rate and a 7.25% email CTOR, driving data-informed decisions to enhance campaign effectiveness.-Analyzed data and presented findings, including a keynote at the Open Education Conference 2023, on student adoption of open educational resources, demonstrating the impact of data-driven strategies on user engagement and market trends. Analysis conducted in R and Tableau

Houston, Texas, United States

Austin, Texas Area

- Ph.D. thesis focused on digital media analysis of influencer marketing, employing R for scale development and analyzing personality interaction effects using SPSS.- Led large-scale studies as a Research Assistant (2017-2021) on climate change communication, user engagement, health communication, and big data, utilizing Qualtrics for data collection, SPSS and R for data analysis, and producing impactful publications.- Published research on immersive technology's impact on pro-environmental intentions, leveraging quantitative methods to assess user behavior.- Analyzed HCI elements in health communication, evaluating message effectiveness in anti-smoking campaigns using SPSS.- Investigated emoji usage patterns on Venmo in big data research, leading to significant findings published in Big Data and Society, with analyses conducted in R.

Austin, Texas Area

Gurgaon, India

Gurgaon

• Working across functional areas in market research, communication strategy and development of integrated marketing campaigns across the automobiles, consumer durables and healthcare sectors• Responsible for monitoring and developing key client deliverables on communication strategy and direction, as well as business development initiatives• Initiated and designed a content strategy framework for digital communication for Maruti Suzuki India’s hatchback car brand, Swift• Presented a paper on cross-cultural understanding of PepsiCo’s 2016 Integrated Marketing Campaign #Pepsimoji via the Hofstede model• Wrote an Effie Case Study on the campaign effective of a digital-led campaign for Hitachi Air Conditioners, “Breaking Category Language: Breaking the TVC Norm” • Led Key Brand Campaigns for Maruti Suzuki Swift -“For The Players” (2015), “Play Like 10” (2016), and “Push Your Limits” (2016)• Also led Brand Campaigns for Maruti Suzuki Alto – “Pehli Sawaari (First Ride)” (2016) and “Toh Chalein Kya? (Let’s Go?)” (2016)• KEY CLIENTS: Maruti Suzuki India Pvt. Ltd, Hitachi Air Conditioners, Max Healthcare India

Gurgaon, India

• Spearheaded market research and identification of consumer needs, and responsible for designing communication interventions across non-profits, consumer durables and e-commerce sectors• Developed a marketing activity planning format across product categories modified from the classic Path-To-Purchase (P2P) model• Designed a Brand Architecture Model for one of India’s largest e-commerce brands, Snapdeal, across 3 consumer categories: Fashion, Home & Décor, Consumer Electronics• Conducted a pan-India Youth Study for a two-wheeler brand, Hero Motors, on understanding consumer psyche vis-à-vis their understanding of the role of citizen activism• KEY CLIENTS: Whirlpool India, UNICEF, Snapdeal

New Delhi

• Responsible for trend-spotting and reporting consumer/market trends for the automobile sector, in addition to communication case studies on path-breaking advertising initiatives• Involved in developing a brand framework for communication using the Publicis Trademarked LifeSpace model for SHRM (Society for Human Resource Management)• Worked on successful business development initiatives for Subway India, and led business wins for DFID (Department for International Development) , HPL (an electrical brand) and Draeger ( a medical and safety equipment manufacturer)

New Delhi Area, India

• Prepared monthly reports on consumer and market trends for consumer durables brand Toshiba• Worked on business development projects for eye care hospital chain Vasan Eye Care and apparel brand ColorPlus

Education record

Doctoral Student, Advertising and PR

Pgdm-C, Brand Management, Advertising Management, Cgpa: 3.13/4

Activities and Societies: Sub-team member, MICANVAS Creatives, for MICANVAS, the Annual MICA Fest, 2009

B.A. (Hons.), English Literature, Marks Obtained: 62.5%

Activities and Societies: -As member of National Sports Organization (N.S.O), Lady Shri Ram College, received aerobics training for 3.