Tanya Kashyap

TANYA KASHYAP 760, SHEPPARD AVENUE WEST, NORTH YORK ·-- As a Strategy Manager, I collaborate with all marketing, business development, and organizational management teams and use leadership skills to build strategic partnerships. From monitoring trends and analyzing metrics to driving brand awareness and optimizing media and SEO campaigns, my expertise can be leveraged to enable successful marketing and online communications strategies. SKILLS • • • Digital/Social Strategy Business development and pitches Influencer/content marketing • • • Account management Insights and analytics A/B testing EXPERIENCE MAY, 18 – NOV,18 DIGITAL CONSULTANT, UNITE CREATIVE TORONTO, CANADA Strategy - Formulate digital, campaign and social media strategy and defining the tactics on owned, earned and paid channels - Define social media channels for each brand and their KPIs and respective annual strategy - Create social media marketing campaigns for new launches - Develop effective web and blog strategy to achieve the goals desired and implement the distribution plan Content - Develop and implement a robust (paid and non-paid) content strategy and editorial calendar to help connect our clients’ brands, services/products to their customers on all social platforms. - Maintain social media accounts (Facebook, Twitter, Instagram, LinkedIn, Pinterest etc.) for multiple clients, leveraging new platform capabilities when applicable. - Collaborate with clients, internal account managers and other team members to determine/create unique selling angles for categories, promotions, and products. - Create social media visual assets that are on-brand and coincide with the overall digital marketing strategy. Search and Media - Promote brand awareness and get leads through SEO optimization and attractive web design. - Execute digital media buys to drive performance of original content and branded content campaigns on Facebook, YouTube and other platforms - Optimize the campaign real-time by monitoring analytics through the dashboard Analytics - Research and understand client's market in order to identify and engage customers, as well as adhere to their style guide, and voice/tone standards. - Provide regular analytics reporting of social channel growth, engagement, and effectiveness of the paid social campaigns. OCT,17 – APR,18 DIGITAL MANAGER, LITTLE BIRD (B2C E-COMM), NEW DELHI, INDIA - Nurtured online business in LittleBird to finally establish the digital ecosystem consisting of three pillars : website, including ecommerce platforms, mobile solutions, social media. Identified, developed and evaluated digital strategies based on knowledge of company objectives and market trends Devised & Executed digital marketing campaigns with a high ROI mindset, with emphasis on SEM, SEO, Social Media, Ratings & Reviews. Increased month-on-month revenue by 200% over 6 months. Devised content strategy for different portfolios - Successfully launched the new website with specific goals along with measurable objectives to obtain them. Conducted effective A/B testing that helped me figure out the best online promotional and marketing strategies for the business. DEC,16 – OCT,17 DIGITAL STRATEGIST, HAKUHODO, NEW DELHI, INDIA Responsible for digital marketing for Maruti NEXA portfolio of cars (IGNIS, Baleno, Ciaz) – holds 49.98% of the automobile market share in India - Led Digital strategy and execution (Content, Social, Search, Mobile) Identified potential partners for cross-platform activations and programs and worked with internal/external teams to monitor implementation Conducted A/B testing to create powerful value propositions that would engage the audience Collaborated with internal teams to optimize the user experience on the website and create landing pages Collaborated with agencies and other vendor partners Clearly identified Success Metrics, KPI’s and reporting for all tactics prior to implementation and provide performance analysis, ROI and insights for all channels/tactics Managed and monitored social media handles of the 3 brands under the portfolio. Provide regular analytics reporting of social channel growth, engagement, and effectiveness of the paid social campaigns. Analyze data from the digital campaigns and come up with insights to better drive business outcomes using tools such as Google Or Adobe analytics, Radian6 & more MARCH,13 – JUN,16 SOCIAL MEDIA SPECIALIST, GROUPM, NEW DELHI, INDIA - Identify, develop and evaluate digital strategies based on knowledge of company objectives and market trends Developed social media strategies for Citibank India with core expertise in account management, digital strategy, content management and analytics Created and executed digital/social campaigns, including new product introductions and existing product development Managed social media for 4 power brands out of DAT - Nestlé Digital Acceleration (MAGGI, MUNCH, SHSH, NESCAFE) Responsible for daily/weekly/monthly reports on brands and campaigns. Trained to use Radian6, SocialBakers and Google analytics Rolled out social media campaigns, which helped them to meet goals and reach untapped potential customers. Managed Social Media Crisis for Nestle India brand Maggi Noodles (USD 160 million brand value) in 2015. The efficient management and relaunch strategy also won as biggest appreciation award from client within GroupM India. FEB,12 – JUN,13 SOCIAL MEDIA EXECUTIVE, RED DIGITAL, NEW DELHI, INDIA - Managed Social portfolio for key clients – Mirinda, PVR Cinemas, Slice, Parker Pens and Oakley India. - Responsible for Consumer engagement, Content creation, Client servicing, Business pitches and billings. EDUCATION MAY, 2018- CURRENT CERTIFICATE – ADVANCED MARKETING , UNIVERSITY OF TORONTO SEP, 2016 MBA – MARKETING , IMT GHAZIABAD AUG, 2011 B.A – POLITICAL SCIENCE , DELHI UNIVERSITY ACHIVEMENTS - - Conceptualised and executed the launch of Maruti Suzuki's premium hatchback IGNIS with an EDM concert which was appreciated in the industry. Selected to be part of Groupm's South Asia Driver's seat program - Which targeted at the level between Media Works (planners/buyers with 3-5 years' experience) and Momentum (8+ years' experience). Conceptualised Citibank's #WhatsOnyourPlate campaign and #WhatsNewThisDiwali - Which got featured by many publishers to showcase the best use of influencers & celebrities and cross-promotion Nominated for 2 consecutive years for GroupM most prestigious Employee award – Choreo's for an outstanding performance Strategized and executed the ‘Start Healthy Stay Healthy' social campaign – Nestle India, which was featured in Forbes magazine as winning example of social storytelling