The document provides details about Amrita Shadangi's experience and approach to marketing. It summarizes her 10 years of experience in digital marketing, brand strategy, analytics, and management consulting. It also outlines her consumer-centric approach and focus on developing the right marketing mix and media strategies through research, testing, and insights. Several case studies demonstrate her success in driving traffic, sales, and engagement through strategic digital campaigns.

1. AMRITA SHADANGI
Marketing Technocrat
Co-defining strategy and bringing it to life
© Amrita Shadangi

2. “People don’t buy what you do, they buy why you do it.”
- Simon Sinek
“We always said if we were going to target ‘the new age’
consumer, then we have to do it in their mother tongue,
which is digital.”
- Angela Ahrendts
© Amrita Shadangi
“Strategy without tactics is the slowest route to victory, tactics
without strategy is the noise before defeat.”
- Sun Tsu

3. I am…
…passionate about…
© Amrita Shadangi
Consumer centric Strategic Analytical and performance driven
Online marketing Travel Cooking

4. 2003-07
2007
2010
2012
2013
2014
2016
IIT Kharagpur
Independent
Consultant
Bachelors in
Technology
Delivery
Manager
Consultant
Senior Manager
Digital
Marketing
Senior Manager
Digital
Marketing
Senior Manager
Media Strategy
10 years of unique experience
Delivered tremendous successes through several digital projects and campaigns
in digital marketing, brand strategy, analytics, integrated communications and management consulting
© Amrita Shadangi

5. I am achievement oriented with a constant learning mindset
Employee of the Year 2014
CMO Asia Award’ for Best Use of Social Media
‘CMO Asia award’ for Agency Innovation
Executive Leadership program
SELECT TOOLS KEY ACHIEVEMENTS
© Amrita Shadangi

6. MY APPROACH

7. It is critical to be consumer centric in demand generation
…and create right marketing/media mix along consumer journey
Illustration
WEBSITE
DESIGN
SEO
SEM
SOCIAL MEDIA
& ORM
ONLINE
ADVERTISINGMOBILE
MARKETING
CONTENT
MARKETING
INFLUENCER
MARKETING
DIGITAL
ACTIVATIONS
© Amrita Shadangi

8. Being strategic is hard work
Derive hypothesis
Focused research
Test and learn
Strategic
recommendations
Stakeholder
Management
Present and adapt
• Trend analysis
• Hypothesis
validation
• Design thinking
• Quick wins
• User centric
• Think implementation now
• Alignment
• Consensus
• Be effective
• Openness to feedback
• Consumer centric
• Unbiased and first principle driven
Personal
Strategic
Journey
© Amrita Shadangi

9. The perfect recipe has the right balance of ingredients
Leverage right media mix
Create engaging content
Be creative
Collect and analyze data
© Amrita Shadangi

10. Long term success depends on monitoring KPIs & leveraging insights
Track performance and leverage insights for performance improvement
*Dummy Numbers
Custom Online Dashboard Illustration
© Amrita Shadangi

11. Following the SMART approach is key
© Amrita Shadangi
S M RA T
ACCOUNTABLEMEASUREABLESCALABLE ROI DRIVEN TIME SENSITIVE

12. BRINGING IDEAS TO LIFE -
CASE STUDIES

13. Channel Touchpoint Strategy
Urgent Replacement
Kitchen Planning
• Better understanding of TG
• Media mix recommendation based on
touchpoint strategy
Goal: To ensure efficient media allocation based on the consumer life stage
Case Study 1
IMPACT
Traffic
25%
Sales
4%
Touchpoint strategy for several countries
© Amrita Shadangi

14. 75%
Website Revamp
*Brand Love: Was found using the customer surveys and focus group discussion conducted before and after the launch
Goal: To ensure website with enhanced UX, device accessibility and discoverability through SEO
• HTML 5 banners & responsive design to enable accessibility from any device
• Implemented web analytics to monitor & report website performance to key stakeholder
Case Study 2
Traffic
45%
Page
View
2 4.2
Time
Spent
4min 6min
Return
Visits
50%
Bounce
Rate
45% 25%
Brand Love*
IMPACT
© Amrita Shadangi

15. Media(Search) & content strategy design & implementation
• Pilot campaignin Netherlands to test
effectivenessthrough multiple MVT, A/B tests
• Created, managed and optimized PPC and GDN
campaigns
• On-going campaign optimization
Content and media strategy with scenario based KPI monitoring
Goal: To reach consumers with urgent replacement need using SEO, SEA, GDN & programmatic buying
Case Study 3
IMPACT
Rollout
6 countries
in 4 months
Traffic
20%
Conversion%
5%
© Amrita Shadangi
SEA
SEO

16. Lead Generation Strategy Design
Goal: End to end strategy design to create pull for new innovative product
Case Study 4
© Amrita Shadangi
Comprehensive lead generationand nurturingprogram New lead purchasefunnel
ESTIMATED IMPACT
60
300
1200
2018 2019 2020
Exponential growth
in sales volumes

17. Performance campaigns using search, email, affiliate & remarketing
Goal: To drive sales and improve conversion rate
Case Study 5
Sales
9%
IMPACT
© Amrita Shadangi
Traffic
30%
Conversion%
2% 4.2%
Email Affiliate & Remarketing Innovative landing pages based on TGSearch
Email Cost
60%
PPC Cost
80%

18. Integrated campaign - Truly ‘social at heart’
Goal: Going for the extra mile in Co-Creation for product enhancement
Facebook
App integrated on
Nokia India FB Fan
page
Twitter
#YourWishIsMyApp
hashtag contest
On- Ground
Social Media Week
and Colleges and
youth hotspots.
Celebrity
Kalki Kochelin
Rajiv Makhani
Vikas Khanna
Mobile
SMS Module
Nimbuzz App
TV
Promotion
*Interactions: The total number of actions performed by user including page views, shares, invites, referrals
Case Study 6
 4 times #YourWishMyApp trended on Twitter
 App was shared 26k times and went viral
 Was endorsed by celebs
Views
13K 45K
Entries
61K
Shares
26K
Interactions*
IMPACT
© Amrita Shadangi

19. Leveraging co-creation for product experience
Goal: To create product pull during launch
 Trended 8 times; on
#Position 1 for 3 times
 More than 40% of the
engagement on quality of
photos captured by Lumia
925
Awareness
Image
Crowdsourcing
using #SeeMore
Engagement
Campaign
Platform
Engagement
Experience
Voting for Crowd
Sourced Images
Engagement Celebration
Winner
AMPLIFICATION
Of the Campaign through Social
Media, Bought Media, Ncom and
CRM to target the right consumer
DESTINATION
Engagement Platform Landing
page
- Facebook or Twitter
PREFERENCE
Designed to drive engagement
ACTION
Users Participating
and engaging in the
campaign
WOM
Celebrating the
winners
$
BOUGHT CRM
Nokia India Site
Viral Video
Case Study 7
Reach
11M
Visits
870K
Entries
4K+
© Amrita Shadangi

20. Successful product launches using fb contests
 Leverage movie sponsorship to promote 4K Ultra HD TV
 5k UGCs on Videocon Love by users, leveraged UGCs for viral content creation
 6 Lucky Winners met SRK and the star cast of HNY Movie
Goal: To drive product awareness and store footfalls
 Consistently positive press coverage triggered by the success of the campaign
 Successfully leveraged IIFA to launch flagship product - 4K Ultra HD TV and drive awareness
and sales
*Interactions: The total number of actions performed by user including page views, shares, invites, referrals, entries
Case Study 8
Reach
3.7M 40K
Entries
8.1K
PTAT
894%
Interactions* Fan Base
15%
Reach
1.5M 20K
Entries
5K
PTAT
313%
Interactions* Fan Base
8%
© Amrita Shadangi

21. LinkedIn B2B strategy
Goal: To drive consideration for Lumia amongst Enterprise Decision Makers
Case Study
Built network of CIOs
for networking and sharing their
views and hence being relevant and
useful
Used Technology influencers for
creating awareness about Lumia as
Enterprise phone
Active engagement with members
through networking conferences,
speaking opportunities, blogs
Built relationship with CIOs to
consider Lumia for Enterprise
© Amrita Shadangi
9

22. Testimonials
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“
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© Amrita Shadangi

23. Amrita Shadangi | amshadangi@gmail.com | 949.735.3719