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Work Background
Kachins GroupMarketing Manager
Feb. 2025Dubai, United Arab Emirates
Krésha BajajMarketing & Communications Strategist • Contract
Jun. 2021 - Dec. 2021Mumbai, Maharashtra, IndiaBrands: Krésha Bajaj, Krésha Bajaj Homme, K By KB, and Zaavorr by Vanraj Zaveri (Tribhuvandas Bhimji Zaveri TBZ) 1 month contract for 6 months worth of Strategic Planning. I transitioned to freelancing in 2021 after navigating various full-time roles, taking on a one-month contract with Krésha Bajaj, which developed into a six-month strategic planning initiative. Working closely with Krésha Bajaj, recognised for her innovative creativity and ability to conceptualise collections that redefine conventional design, including thematic concepts executed through underwater shoots, elaborate 3D structures, and intricate embroidery. The Love Story Lehenga 4.0, in collaboration with celebrity Shraddha Kapoor, garnered significant engagement, achieving 35-45% more interactions than regular collection content. Additionally, we successfully closed approximately 7-8 bridal appointments weekly, highlighting strong demand for this exclusive design. I also played a key role in the launch strategy for Krésha Bajaj Homme, K By KB, and Zaavorr by Vanraj Zaveri, executing comprehensive strategies across digital, social, and physical platforms, including soft launches. The Brides of Krésha Bajaj programme focused on gathering testimonials from brides, achieving a 60% success rate in securing emotional feedback that reinforced the brand’s commitment to a personalised experience. Engaging with high-net-worth individuals (HNIs) and celebrities enhanced my understanding of the luxury segment, emphasising the necessity of tailored communication. This experience deepened my appreciation for artistic innovation and honed my strategic marketing skills, equipping me to craft compelling narratives that resonate with upscale audiences.
Avlanii Fine Gems & JewelryBrand & Marketing Strategist - Luxury Segment • Contract
Jan. 2021 - Jun. 2021Mumbai, Maharashtra, IndiaFollowing the impact of COVID-19, I faced a six-month period of unemployment before joining this luxury jewelry company. I utilised my B2B and B2C skills under the umbrella of marketing strategy tailored to a discerning clientele. I collaborated with a seasoned professional who auctioned his own designed jewelry pieces and invested in art, gaining insights into the luxury market’s discretion and service standards. This experience, alongside my employer’s guidance, enriched my understanding of the jewelry industry, particularly the cultural significance of diamonds in India. I completed an informal course in the intricacies of jewelry, encompassing its history and the nuances of the luxury market while appreciating various art forms. Drawing from my family’s involvement in the wholesale and retail diamond businesses, I gained hands-on experience. I learned how to assess diamonds’ origins, quality, and characteristics, enabling me to advise clients on selecting the right jewelry for various occasions. We successfully participated in jewelry shows and sold numerous pieces, breaking even within the first 20 days of implementing new strategies. The sales generated from our store and exhibits led to profits exceeding 200%. This unexpected success highlighted the resilience of the jewelry industry during the peak wedding season, when demand surged. Coming from a respected family rooted in aluminum extrusions, manufacturing, trading, and diamonds, I am fortunate to have such a foundation. This opportunity has greatly enhanced my skills and shaped my personality, reinforcing my desire for financial independence.
Papa Don't Preach - IndiaHead of Campaign Strategy & Brand Communications • Contract
Feb. 2020 - Jul. 2020Mumbai, Maharashtra, IndiaBrands: Papa Don’t Preach & Accessories by Papa Don’t Preach. With a double degree in Fashion Marketing and Promotion from London, I aimed to learn how the industry operates in India before switching to the client side from agency side as the first Head of Social at Papa Don’t Preach. I was tasked with developing the social media function from the ground up. My initiatives encompassed B2C and B2B campaigns, with notable projects such as the Care For Karigars campaign in collaboration with Krésha Bajaj, which aimed to raise ₹3,00,000 but exceeded expectations by generating ₹17,17,000 in just seven days. This campaign directed 100% of sales to support artisans, their families, and dependents across 35 locations nationwide during COVID-19, as well as ongoing donations to NGOs focused on girls’ education and female empowerment. I led a team that I trained and guided in content creation and strategy, fostering their skills to ensure we delivered compelling narratives. Together, we created engaging content through various channels, including team meet-and-greets and unboxing videos, while also onboarding new interns to help them understand the brand’s vision. I played a key role in organising photoshoots in London, ensuring our designs were captured authentically. Under Shubhika’s guidance, the brand celebrated a diverse range of strong, financially independent women—founders, single mothers, and internationally born influencers—who embody empowerment and drive.
WATConsultDeputy Account Manager - Brand & Campaign Strategy Lead
Dec. 2018 - Dec. 2019Mumbai, Maharashtra, IndiaBrands: Only India, Jack & Jones, Selected Homme, Ensure Abbott, Eureka Forbes, Tata Motors, Boroplus, HE deodorant with IPL campaign. I led the development and execution of comprehensive growth and marketing strategies for 12 to 21 brands. This included campaigns with budgets ranging from 1 lakh to 50 lakh INR, utilising targeted boosts and promotions across platforms. My strategies were rooted in performance marketing, SEO, and SEM, which resulted in over 10,000 website impressions within 45-60 days and a campaign success rate of 82% to 96%. I collaborated closely with cross-functional teams in media planning, business development, and website creation, ensuring seamless execution of integrated marketing strategies. My role involved working with tools like Google Ads, Facebook Ads Manager, and other social media analytics platforms to optimise campaign performance. Additionally, I managed teams, growing from 4 juniors to 21 members during peak periods, while also handling content strategy, events, and visual aesthetics for platforms like Instagram and YouTube.
Yellow | Branding and Digital Marketing AgencyAccount Manager - Integrated Brand & Marketing Strategy
Jan. 2018 - Dec. 2018Mumbai, Maharashtra, IndiaBrands: Yellow Advertising, DBS Bank, Tata Housing, Shapoorji Pallonji, iSteel XLS TNT Bars, Kunal Rawal, Arabella by Juhi Godambe, The Uomo Co, Ananta Real Estate, One Degree Co, Starmelee, Boheco Hemp Company, ThyssenKrupp, Acetech Exhibition, KKings Events, Big Bash Entertainment, YOLO Entertainment, Apron Patisserie. Developed and executed comprehensive growth and market positioning strategies to enhance brand visibility, personality, and awareness across industries, including banking, real estate, fashion, and FMCG. Managed outreach for influencers and celebrities, producing 25-30 campaign films across various content formats, including scripts, static posts, carousels, and videos. Influencers with over 150,000 followers achieved an average business conversion rate of 45-55%. A-list and B-list celebrities delivered higher conversion rates of 68-77%. Oversaw cross-platform promotional strategies on Instagram, Facebook, and YouTube, leading to a 70% increase in engagement and a 30% growth in followers over a 4-6 month period. Led campaign ideation, planning, and execution, ensuring platform suitability and effective integration of content across channels. Produced detailed performance reports (fortnightly, monthly, and quarterly) to track metrics and optimise future campaigns. Led a team of four, guiding their professional growth from interns to junior executives, while executing impactful digital and physical marketing activations that attracted 2,500-3,500 footfalls during three-day events. Spearheaded the development of branding materials and digital strategies, managing website design, UI/UX, and enhancing overall digital presence. Ensured wedding clients onboarded 12-14 weddings per season, directly resulting from effective marketing strategies.
Yellow | Branding and Digital Marketing AgencyBusiness Development Lead - Client Strategy
Jan. 2018 - Dec. 2018Mumbai, Maharashtra, IndiaIn my role as an account manager at Yellow, I embraced business development responsibilities, playing a pivotal role in establishing a newly opened division within the company. I developed and delivered tailored pitches to showcase Yellow’s unique value proposition, successfully attracting new clients across various industries. I onboarded luxury jewellery, fashion, and wedding event and decor clients by delivering 14 tailored pitches, resulting in 11 conversions and only 2 negotiations on pricing. Additionally, I signed up for insights from world-renowned marketing firms, using their valuable monthly statistics to inform my strategy. Throughout my tenure, I attended over 35 events to enhance my network and industry knowledge. I utilised CRM tools to track interactions, follow-ups, and client responses, ensuring a systematic approach to lead management and client engagement. This structured methodology allowed me to strengthen relationships with existing clients, identify upsell opportunities, and proactively address concerns, contributing to the overall growth strategy and consistently achieving or exceeding targets.
GQ IndiaFashion & Editorial Strategy Intern
Dec. 2016 - Mar. 2017Mumbai, Maharashtra, IndiaDuring my internship at GQ India, I contributed to the styling and execution of 12 high-profile shoots, including four celebrity cover shoots with Anushka Sharma, Shahrukh Khan, Shahid Kapoor, and Ryan Gosling, alongside four model shoots (featuring 2-3 models each) and four product shoots with detailed flat lays. My expertise in head-to-toe styling, from clothing to accessories, ensured a consistent brand message across all shoots. I took a lead role in sourcing and curating luxury fashion pieces from 11-12 international and national brands, managing supply chain operations to guarantee timely and efficient delivery of wardrobe items. By conducting thorough customer profiling and research on emerging trends, I was able to create looks that aligned with the distinctive personas of each shoot subject. In addition to styling, I managed logistics and coordination, ensuring the smooth execution of each project from pre-shoot planning to post-production. My work was integral in elevating the magazine’s fashion features, contributing to a notable increase in sales and event turnout during peak season. Moreover, my blog contributions provided readers with expert fashion commentary, keeping GQ India’s content both relevant and engaging. These experiences allowed me to enhance my skills in wardrobe planning, fashion research, and styling for both celebrity and editorial projects, cementing my expertise in the luxury fashion industry.
Aayushi Shah Studio & Aayushi Shah AtelierFounder, Chief Marketing Strategist & Creative Director
Sep. 2016 - Sep. 2024Mumbai, Maharashtra, IndiaAt Aayushi Shah Studio, I specialise in marketing strategy, content ideation, and social media management, extensively working with sectors including fashion, beauty, jewellery, real estate, weddings, events, and art. This diverse experience allows me to leverage my expertise in luxury and creative industries. I typically manage six to eight clients simultaneously, with a maximum inquiry capacity of 36. My longest client retention period has reached 21 months, with 70% of my work being retainers and 30% project-based, facilitating a quarterly rotation. Our marketing strategies have engaged over 640,000 non-follower accounts across social media platforms, and we have successfully onboarded seven stockists, achieving a 100% success rate, emphasising our commitment to the B2B sector. Additionally, we have executed over 25 photoshoots with a 100% success rate in enhancing each brand’s visibility and aesthetic. I am dedicated to sharing knowledge through my ongoing eBook project and conducting training sessions for aspiring marketers and entrepreneurs, recognising that many startups often lack the budget for full-time strategists. In my accessory line, Aayushi Shah Atelier, a wearable art brand focusing on homegrown scarves. The atelier has fulfilled 7 wedding orders, 3 bachelorette orders, 2 baby showers, and 2 corporate gifting projects, with the highest wedding order consisting of 650 scarves. I also accommodate individual orders, showcasing the flexibility and creativity of our offerings. Furthermore, I have successfully collaborated with prominent entities such as Elle India magazine, Femina Miss India, celebrities and influencers, leveraging my brand and outreach for gifting opportunities.
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