Ritu Arora

RITU ARORA Strategic Content & Communications Leader PROFILE EDUCATION INSEAD 2022 Advanced Leadership Program Amity University 2006 - 2007 PG Diploma in PR & Corporate Communications Delhi University 2003 - 2006 BA (Hons) English Literature  Proven expertise in crafting high-impact thought leadership pieces, white papers, and case studies across diverse sectors and domains to drive engagement, credibility, and business growth.  Developed brand narratives and reputation strategies to align with business goals and strengthen market positioning.  Partnered with executive leadership to craft clear, impactful storytelling that supports strategic priorities.  Designed and executed integrated marketing campaigns and thought-leadership programs to drive brand awareness, engagement, and advocacy across B2B/B2C audiences.  Supported cultural transformation through internal communications, boosting employee engagement and facilitating organizational change.  Led cross-functional teams to deliver high-impact PR, digital marketing, and content creation initiatives that meet diverse stakeholder needs. CONTACT Email-Mobile - WORK EXPERIENCE Open Network for Digital Commerce - Corporate Communications Leader - October 2023 – Present  Drive integrated marketing campaigns and thought leadership programs, crafting brand narratives and reputation strategies to grow organic media coverage and share of voice.  Expand CXO digital presence through owned and earned channels, leveraging data-driven tactics to grow social followers, build industry credibility, and boost engagement.  Lead cross-functional teams (research, PR, digital marketing, content, social media) to execute high-impact campaigns, manage performance metrics, and optimize strategies for continuous growth.  Negotiate and execute ongoing consumer and seller perception studies, providing actionable insights for category prioritization, stakeholder engagement, and data-driven business decisions. KEY ACHIEVEMENTS  Launched ‘Start Shopping’ App → 10,000+ downloads → Early-consumer entry point into ONDC ecosystem  Led Mahakumbh Prasad Pilot → 20+ NPs onboarded → 1,300+ Mahaprasad boxes sold → Coverage in 10 national dailies  Boosted CXO Visibility → +50% LinkedIn followers in 7 months → Thought leadership in ET, Forbes, Hindu, Business Standard ___________________________________________________________________ Ernst & Young LLP – Senior Manager (Deputed to ICICI Bank) August 2022 – October 2023  Led content strategy for ICICI Bank’s NRI segment implementing a comprehensive content framework for the NRI segment, launching a 120+ article digital knowledge hub that increased page views by 40%, boosted average session duration by 25%, and enhanced global customer education and engagement metrics. Drove Marketing Impact  → +22% business goals (content marketing) → +35% social followers & +15% engagement → 5 industry awards earned Developed thought leadership for EY Financial Services that positioned EY as a top-3 knowledge-centric brand in the BFSI sector, resulting in a 30% rise in media mentions.  → ~35% YOY increase in brand mentions  AREAS OF EXPOSURE             Integrated Communications Strategy Internal and External Communications B2B & B2C Marketing Content Development & Storytelling Brand Positioning Thought Leadership & Executive Messaging Media Relations Digital-First Content Strategy Public Affairs & Advocacy Communications Campaign Management & GTM Editorial & Intellectual Property Development Strategic PMO Communications Support KEY ACHIEVEMENTS     Analytical & Problem Solving Decision making & Visionary Cross functional Collaboration & Communications High Business Ethics & Integrity Supported PMO and cross-team collaboration for market-oriented messaging to deliver aligned go-to-market messaging and campaign frameworks, achieving a 20% uplift in new client interests. ____________________________________________________________________ KPMG India – Manager Knowledge & Insights December 2015 – July 2022  Led editorial strategy and content development for flagship over 50 thought leadership assets, whitepapers, and CXO-level insights to support enterprise positioning efforts.  Designed over 30 internal engagement campaigns, employer branding initiatives and leadership communication toolkits to embed strategic priorities into organizational culture. Designed and deployed employee engagement strategy, managing annual engagement surveys, listening channels, and metrics-driven action plans to enhance culture and retention.  Led high-visibility engagement initiatives to drive inclusion, wellbeing, and employee morale across locations. Championed the DEI agenda and integrated diversity, equity & inclusion initiatives into business practices to foster an inclusive, peoplecentric work environment.  Managed a centralized communications PMO to drive brand consistency and align messaging with cross-sector market readiness and demand-generation goals. OTHER EXPERIENCES Eli India | September 2014 – December 2015 Communications Manager Telenor | November 2012 – May 2014 Internal Communications Manager Educomp Solutions | Jan 2012 – Nov 2012 Content Lead Marketing MakeMyTrip India Pvt. Ltd. | Apr 2010 – Dec 2011 Sr. Executive Content The Times of India Group | Jun 2007 – Apr 2010 Content Developer