I am an On Demand Marketer
Helping companies move from Point A to Point B (marketing wise) in the best & fastest way at least cost
I come.
I see (data, old and new).
I create (analyses, strategies, ideas).
I execute (experiments testing hypotheses, proof of concept pilots, setting up processes, kick starting the work).
I have worked on more than 20 projects across 10+ industries in the last 3 years.
Some of the clients and brands I have worked on are Hindustan Unilever, ICICI Bank, Rustomjee Builders, 5nance.com, Kotak Bank, TechnoClean Services, Richfund Investments, etc.
Before becoming an On Demand marketer, I was a Product Marketing Manager handling B2C and B2B communications and strategy.
I am also a Serial Ideator
If I Were Marketing is my website for sharing creative marketing solutions for brands and businesses, big or small. It has almost 40 articles sharing close to 400 creative, yet result oriented marketing ideas across 20 industries.
It has featured in Feedspot’s list of Top Online Marketing Blogs 2017-2020. I am published on The Economic Times’ Brand Equity and AdAge India. I am a 2 times TEDx Speaker (2020) and have also shared my thoughts on Startup Marketing at IIT Bombay’s E-Summit, 2020. My talk on Low Cost Guerrilla Marketing Ideas at the Uppercase Conference, 2018 was voted Talk Of The Day.
Some select work experience:
Media Plan and Strategy | Antara Jewellery | 2022
Building on the work done in the previous project, in this short term project, I helped craft a media strategy and plan to reach out to young cosmopolitan ladies across Mumbai.
It included:
- Competition media study (60 competitors)
- Customer persona of the new TG
- Media strategy to reach this TG
- Media plan sharing non-standard media vehicles including (80+ publication names, 8-10 exhibition names, etc across 6 broad media types)
- Framework to select and prioritize media vehicles for use
- Communication messaging to get maximum earned media exposure
Content and SEO | Hindustan Unilever | 2021- 2022
Consumer Research and Brand Strategy| Antara Jewellery | 2021
Created the brand strategy for the jewelry brand post consumer research.
Key Responsibilities
- Designed and conducted qualitative research via personal interviews with customers and prospects
- Designed and conducted quantitative research via Google Forms among customers
- Basis research analysis and findings, define customer personas
- Competition study to identify market gaps
- S.W.O.T. analysis of the brand
- Create the brand strategy and lead generation strategies basis all of the above
- Audit of existing Brand Guidelines and Recommendations
Content Strategy and Analysis | Hindustan Unilever | 2019-2020
Did an 11 months project with the Home Care division of Hindustan Unilever as a Content Strategist for their immensely popular blog Cleanipedia.
Key Responsibilities:
- Analyzing Facebook ads from the creative angle and creating hypotheses, experiments to test those hypotheses and recommending way forward basis learnings
- Analyzing Instagram Feed ads and Story ads from the creative angle and creating hypotheses, experiments to test those hypotheses and recommending way forward basis learnings
- Analyzing blog articles across 2 languages (English and Hindi) to understand what is working and what can be improved upon and how.
- Part of the small Editorial team creating and editing articles at a massive speed incorporating feedback from multiple stakeholders (legal, product, R&D, agency and SEO teams). Also responsible for creating the content calendar (basis seo keyword research, topic exploration, multiple internal teams’ input),
- Part of the Editorial team creating content plan to address trending keywords basis SEO inputs
- Writing and co-writing articles and editing articles at a hyper speed during the pandemic
- Part of the team overseeing SEO work. Evaluating and improving on-going SEO work to increase organic traffic. Included analysis of monthly reports, feedback basis benchmarks and best practices research, identifying and highlighting problems, detailed suggestions for the content and structure of monthly SEO reports,
Results Achieved:
- Evaluated close to 100 competition articles from an SEO perspective across 13 parameters, created content brief basis this study and wrote some of the content too.
- Cleaned up data for 10,000+ entries so as to enable content analysis; spotted errors and initiated corrections with technical, SEO and digital teams.
- Created the structure for analyzing articles covering 73 different parameters per article.
- Analyzed 100 Facebook ads across 9 ad elements and 41 parameters. Defined hypotheses and experiments to test them so as to further improve the ads. Created an actionable list of Do’s and Don’ts, detailed and exhaustive next steps basis extensive secondary research and best practices and benchmark studies.
- Evaluated all Instagram Feed ads and Stories ads across 7-8 ad elements and ~40 parameters. Suggested Do’s and Don’ts for each ad element, next steps, hypotheses, experiments, learnings basis extensive secondary research and best practices and benchmark studies.
- Evaluated search ads and suggested experiments basis hypothesis. Wrote the ad headlines, descriptions, link extension (site link and descriptions) for the experiments.
- Massive exercise of mapping ~400 articles to a relevant cohort, evaluating each article and defining action steps.
Personal Care Gifting Specialist | Hindustan Unilever | 2019
Did a 3 months full time, on-site project with Hindustan Unilever in the Personal Care division as a Gifting Specialist.
Key responsibilities:
- Create multiple hypothesis for gifting products. Land experiments to test these hypothesis and thereby define the approach the company should take in the gifting space (covering 6Ps of marketing).
- Scope out and forge partnerships for gifting across B2B and B2C partners and platforms.
- Kick off pilots with newly onboarded partners and collate learnings.
- Define way forward, evaluate and kick off the next steps.
- Create a detailed consumer framework to identify consumer expectations basis extensive market visits, consumer visits and international benchmarking
- Scope, evaluate, finalize partners for select products.
Results achieved:
- 6 product sets piloted in 3 months testing 5 different hypotheses.
- 5 different Go-To-Market routes (from pop-up stall to Direct-To-Consumer) used for these sets and to get abundant learnings from the ground.
- More than 12 different partners/ brands scoped, shortlisted, negotiated, finalized.
- Kicked off pilot with a potential partner post discussions, negotiations including pilot product creation, digital marketing, etc.
- Scoped, discussed, evaluated partners pertaining to the suggested strategies for gifting.
Director, Marketing | Richfund Investments | 2019-Present
This is a newly launched sub broker of Motilal Oswal.
Key Responsibilities:
- Brand identity kit- Name, logo, tagline, voice and tone, TG, visual identity
- Creating the marketing plan for launch and post launch, customer engagement, customer outreach
- Social Media Graphics- Designing, creation, copy- for launch, pre-launch, post-launch, occasion based, product based, etc
- Social media management- profile creation, maintenance, etc
- Blogging- Content strategy, creation
- Website- Designing, creation, copy, maintenance
- Print communication- Designing, creation, copy, publication- in Gujarati and English
Social Media Strategist | NetEffects Agency | 2019
Created a detailed social media and content strategy, template and calendar for a private wealth management client of NetEffect.
Key Responsibilities:
- Build a case for content marketing with a focus on thought leadership.
- Ways to build thought leadership via articles, reports, whitepapers, etc- why, what, how, where
- Identify the TG for social media marketing and content marketing.
- Create a monthly content marketing template defining types of content, share of content type in the total, weighted split between social channels, TG for each content type, etc
Shopper Marketer | Shopperbugs- 2018-19
Did a Shopper Marketing study for a personal finance client of Shopperbugs.
Key Responsibilities Handled:
- Intensive secondary research and analysis done to create a hypothesis for each leg of the shopper journey- from defining shopper segments to shopper mission, triggers, source of awareness, consideration, shortlisting, purchase and post purchase.
- Conducted a full day workshop with the entire senior management and relevant stakeholders from client company to get validation of hypothesis.
- Participated in the primary research for testing the hypothesis and crystalizing each step of the shopper journey.
Social Media and Marketing Strategist | An Ideatree Consulting | 2017-2018
Worked as the Marketing and Social Media Strategist for 10 months for a personal finance client of An Ideatree Consulting.
Key Responsibilities Handled:
- Identifying and defining primary, secondary customer segments and need states through demographics, psychographics and behaviour.
- Social media strategy-
- Defining social media goals
- Content types to achieve defined goals for each social channel,
- Content curation,
- Social media campaign briefs,
- Platform strategies for each social channel.
- Blogging: Blog voice, tone, design, topic ideas
- Below The Line activation Plan- (Mall/Corporate/Retail/Consumer Activation, Experiential)
- Promotion Strategies (based on season/occasion/festival, sales)
- New product concept definition, testing and feedback
Director, Marketing | Citrus Bathrooms | 2012-2016
Bathroom is the second most important room in the house, first being the kitchen. Transforming this room from a functional area to a style statement through limited edition products was our aim at Citrus Bathrooms. My responsibilities encompassed:
- Social Media Marketing- creating social profiles and maintaining the pages with engaging, timely curated and created content
- Content Creation
- Website creation and maintenance
- Dealer Relationship Management
- Brand identity
- Marketing POS- catalogs, leaflets, etc
- Data Management
Social Media and ORM Manager | Godrej Appliances | 2010- 2012
Besides Category and Product Marketing at Godrej Appliances, from 2010, I initiated and managed Social Media Marketing and Online Reputation Management for the division as a whole.
- Initiated and set up SMM and ORM processes for Godrej Appliances integrating sales, after sales, warehouse, IT teams.
- Scouted for agencies, reviewed them, called for pitches and quotations, negotiated, onboarded
Senior Product Marketing Manager | Godrej Appliances | 2007-2012
Key Responsibilities
- Crafting product brief for R&D/sourcing covering features expected in the next product, based on global trends, competition scan, customer feedback
- Customization- brand identity, sub branding strategy, product highlights, RTB for each highlight, USP, carton design, user manual design, sales training materials including competition comparison charts
- Sales and canvasser training
- Chef Management
- Product launches- for consumers, dealers, employees, press, nationwide
- Spearheaded the overhaul of the entire Godrej Appliances Website
- Creating ATL, BTL activities, marketing materials and get them fabricated, printed, dispatched nationwide.
- Media planning
You can read my story here too.
If you find my work interesting and would like to know results achieved or would like a copy of the CV, please email me at jinal@ifiweremarketing.com