Lipika Roy
Brand & Marketing @ Setu Nutrition | Housing.com | Swiggy | MICA'22
💻
Digital Strategy✨
Brand Management📣
Marketing💻
Budget management💻
Product Development
Mumbai, India
Experienced marketer with a track record in branding, product marketing, and content strategy. Worked with popular companies like Traya and Housing.com. Skilled in marketing strategy, brand management, and growth marketing. #ExperiencedMarketer #BrandStrategy #GrowthMarketing
Brand Manager, Traya
March 2024 - Present
- Spearheading media plan and strategy of 10cr+ in high affinity genres to unlock new user acquisition and incremental reach beyond digital; received 40% uplift in sessions and 177% uplift in installs W-O-W
- Revenue spike of ~30% observed during the same period
- Experimented with media across TV (HD and SD) and OTT (Jio Cinema) to test and measure channel efficiency for maximizing campaign ROI
- Driving penetration and new revenue growth by ~129% in regional markets (South) with a creative brand strategy based on contextual insights and user behavior understanding
- Deep diving into NCCS A1 audience to derive consumer insights and create actionables for improving conversions in the segment
- Revenue spike of ~30% observed during the same period
- Experimented with media across TV (HD and SD) and OTT (Jio Cinema) to test and measure channel efficiency for maximizing campaign ROI
- Driving penetration and new revenue growth by ~129% in regional markets (South) with a creative brand strategy based on contextual insights and user behavior understanding
- Deep diving into NCCS A1 audience to derive consumer insights and create actionables for improving conversions in the segment
Marketing Manager, Housing.com
April 2022 - March 2024
- Worked on ATL and BTL campaigns for new feature release on Housing’s owner support
- Led the influencer marketing strategy for owned channels to increase TOMA, new users, and optimize conversions with 2.5 million+ reach
- Organic app installs grew by 16% YOY
- Planned and executed monthly brand campaigns, achieved 15 million+ reach, and VTRs of >60%
- Bagged Gold in Adgully Diggixx, Economic Times Trendies, DG+ Awards
- Owned the brand's strategy on digital channels; conducted regular competitive analysis
- Formulated campaigns on a financial product, Pay on Credit leading to a 26% increase in traffic and an 18% increase in transactions through paid and owned media
- Launched and executed GTM communication and strategy for Pay on Credit’s rent feature
- Drove the Customer Marketing for sellers with engagement campaigns through emailers, and social media, in-app retention, and upselling through MoEngage
- Regularized the campaign calendar, and measured brand lift with the customers
- Devised and ran lead-gen campaigns through Meta Ads, Google Ads, Push Notifications, and WhatsApp messages, resulted in a 52% QoQ increase in leads and incremental revenue generation of 1.1 cr
- Ideated and executed new YouTube series': Agent Testimonials, AskHousing, and Houses of India leading to a subscriber gain of 260%
- Declared the winner at The Mommys’23 by MOM in the Best Brand- Real Estate category
- Felicitated with 3 Awards on 'Ownership' & 'Excellence' in Customer and Brand Marketing
- Led the influencer marketing strategy for owned channels to increase TOMA, new users, and optimize conversions with 2.5 million+ reach
- Organic app installs grew by 16% YOY
- Planned and executed monthly brand campaigns, achieved 15 million+ reach, and VTRs of >60%
- Bagged Gold in Adgully Diggixx, Economic Times Trendies, DG+ Awards
- Owned the brand's strategy on digital channels; conducted regular competitive analysis
- Formulated campaigns on a financial product, Pay on Credit leading to a 26% increase in traffic and an 18% increase in transactions through paid and owned media
- Launched and executed GTM communication and strategy for Pay on Credit’s rent feature
- Drove the Customer Marketing for sellers with engagement campaigns through emailers, and social media, in-app retention, and upselling through MoEngage
- Regularized the campaign calendar, and measured brand lift with the customers
- Devised and ran lead-gen campaigns through Meta Ads, Google Ads, Push Notifications, and WhatsApp messages, resulted in a 52% QoQ increase in leads and incremental revenue generation of 1.1 cr
- Ideated and executed new YouTube series': Agent Testimonials, AskHousing, and Houses of India leading to a subscriber gain of 260%
- Declared the winner at The Mommys’23 by MOM in the Best Brand- Real Estate category
- Felicitated with 3 Awards on 'Ownership' & 'Excellence' in Customer and Brand Marketing
Strategy & Partnerships Intern, OnePlus
October 2021 - March 2022
- Supported India Strategy Head with industry research and business case building for new initiatives; recommended affordability options like BNPL, online consumer loans
- Strategized changes in Oneplus in exchange UI and pricing mechanism for enhanced UX to reduce customer escalations to <1% of orders and exchange failure rate to <10%
- Developed requote function with Blue Dart; increased exchange attach rate in offline to 5%
- Strategized changes in Oneplus in exchange UI and pricing mechanism for enhanced UX to reduce customer escalations to <1% of orders and exchange failure rate to <10%
- Developed requote function with Blue Dart; increased exchange attach rate in offline to 5%
Brand Marketing Intern, Swiggy
July 2021 - March 2022
- Tested new product propositions; built the discussion guide and conducted in-depth qualitative interviews to understand the likability of long-distance delivery
- Assisted with IPL campaign set-up, and communications; worked on creative allocation
- Worked on the ASO page content and creatives to improve new user onboarding metrics
- Built & executed influencer collaborations for promo campaigns for topicals (2 mil views & 52% ER); achieved VTRs>50% (1.5x above benchmark); biz metrics saw an improvement
- Assisted with IPL campaign set-up, and communications; worked on creative allocation
- Worked on the ASO page content and creatives to improve new user onboarding metrics
- Built & executed influencer collaborations for promo campaigns for topicals (2 mil views & 52% ER); achieved VTRs>50% (1.5x above benchmark); biz metrics saw an improvement
Growth & Marketing Intern, Tata 1mg
April 2021 - July 2021
- Generated a campaign calendar with value propositions; shopper journeys & consumer personas
- Strategized on co-branding campaigns with payment & retail channels
- Conducted social media analysis of competitor healthcare service provider brands
- Worked on BTL marketing strategies & promotional activations for Bengaluru RWAs
- Strategized on co-branding campaigns with payment & retail channels
- Conducted social media analysis of competitor healthcare service provider brands
- Worked on BTL marketing strategies & promotional activations for Bengaluru RWAs
Marketing & Sales Executive, Unik Leather Corporation
June 2018 - February 2020
- Acquired and retained international B2B clients; assisted with creating and maintaining content across the brand's Facebook page and catalogs
- Targeted potential clients, offered consultations, and generated leads for leather accessories; established a feedback mechanism for customers
- Targeted potential clients, offered consultations, and generated leads for leather accessories; established a feedback mechanism for customers
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Education
PGDM-C (Strategic Marketing and Communication)
2022
MICA, Ahmedabad
B.Com. (Hons.) (Accounting & Finance)
2018
Shri Shikshayatan College, University Of Calcutta, Kolkata
