MANJARI MEHROTRA
Pleasanton,CA
Summary
Vice President, strategic marketing executive and brand storyteller, with a passion for identifying growth opportunities in highly competitive and dynamic environments. Proven ability to leverage data and insights to inform marketing strategy and building compelling customer journeys through omni-channel campaigns that deliver customer engagement with acquisition, retention and loyalty. Results-driven with extensive leadership experience and operational excellence and a track record of building and leading high performing teams.
Overview
17
17
years of professional experience
1
1
Certification
Work History
Vice President, Loyalty Programs and Personalization
ALBERTSONS COMPANIES
Pleasanton, CA
08.2023 - 10.2025
- Redefined loyalty program structure and rebranded and relaunched the same to accelerate growth and engagement across Albertsons banners with 14% YoY growth in enrollment and 50%+ growth in subscription program. Established, first of its kind, 3rd party partnerships for sustained long term growth and stronger customer value proposition.
- Directed enterprise-wide data, measurement, and personalization initiatives, leveraging advanced attribution and incrementality testing to optimize omni-channel campaigns and connect marketing investment to business value.
- Partnered with internal product, tech, and analytics teams, to establish operational excellence in loyalty program mechanics and personalized offerings, improving markdown efficiency by 40%.
Senior Director, Marketing Strategy
ALBERTSONS COMPANIES
Pleasanton, CA
07.2020 - 08.2023
- Led $140M+ media investment strategy, implementing marketing mix modeling and attribution frameworks to measure ROI across digital and traditional channels. Increased ROAS by 20%+ and improved CAC by 35%.
- Drove $1B+ in attributed omnichannel revenue, exceeding growth targets and accelerating digital sales by 28%.
- Established operational excellence by hiring and coaching in-house performance media team and agency partners. Collaborated with leaders across the company to educate and drive adoption of marketing best practices including measurement and insights for improved marketing effectiveness.
Senior Director, Marketing/Chief of Staff to (CMO)
SHUTTERFLY
Redwood City, CA
02.2019 - 07.2020
- Managed a team of category and performance marketers to build a multi-channel, multi-category, $100M+ integrated marketing campaign. Established product differentiation for $1BN Shutterfly categories in a highly fragmented market.
- Defined customer segmentation analytics to identify high-priority segments and develop targeted outreach for each. Partnered with consumer insights and product teams to customize product design by segment to address consumer needs.
- Oversaw change management for relocation of Shutterfly marketing teams from California to Minnesota post corporate acquisition. Developed transition and onboarding process and hired new marketing team in Minneapolis.
- Drove process improvement initiatives to enhance productivity, streamline operations and establish new talent review process for 140 people marketing team and drove alignment and adoption across cross-functional leaders.
Director, Marketing Planning & Photo Books
SHUTTERFLY
Redwood City, CA
02.2017 - 01.2019
- Led development of a unified brand narrative across channels, translating consumer insights into emotionally resonant messaging. Developed an omnichannel brand refresh campaign driving grew awareness by 6%.
- Defined marketing mix and media planning to support brand refresh with a budget of $100M. Supervised a team of direct reports and performance marketers to implement budget optimization process.
Senior Manager/Manager, New Initiatives & Photo Books
SHUTTERFLY
Redwood City, CA
08.2012 - 01.2017
- Leveraged customer segmentation analysis to identify new growth avenues. Drove brand integration and consistency efforts, launched line extensions and Hispanic marketing initiatives. Managed marketing planning, forecasting and performance.
- Guided integration of ThisLife photo organization platform with Shutterfly Photos, driving stronger customer experience and engagement. Retained over 80% of ThisLife customers and grew revenue per customer to 1.3x.
- Drove adoption of Shutterfly mobile app and MAUs with targeted marketing and campaign plans. Drove 3% new customer growth and improved mobile conversion by 5x by launching Photo Story photo book app.
Associate Brand Manager
GENERAL MILLS
Minneapolis, MN
08.2008 - 08.2011
- Pillsbury: Boosted product penetration by 5% and ROI by 10% for Pillsbury Pie Crusts with brand repositioning.
- Larabar: Integrated US and Canadian businesses with General Mills and led portfolio strategy to grow profit margins by 3%.
Education
MBA - Marketing And Strategy
University of Michigan, Ross School of Business
Ann Arbor, MI05-2008
Bachelor of Technology - Civil Engineering
Indian Institute of Technology, Bombay
Mumbai, India05-2004
Skills
- Integrated Marketing Strategy
- Omnichannel Brand Strategy
- MMM, Attribution and Incrementality Testing
- Loyalty Programs & Personalization
- Digital Marketing
- Team Leadership and Change Management
- Data Driven Decision Making
- Customer Growth & Retention
- Executive Influence and Matrixed Leadership
Accomplishments
Achieved 14% YoY loyalty membership growth by simplifying program mechanics and building personalization. Implemented marketing mix modeling to optimize ROAS from $5.6 to $8.1 and drive incremental revenue.
Launched a brand refresh campaign at Shutterfly that unified storytelling across TV, radio, digital, and social, increasing brand awareness by 6%. Delivered 11% YoY holiday sales growth in a stagnant category by aligning creative storytelling with performance advertising strategies.
Improved marketing ROI by 18% through incrementality testing and multi-touch attribution. Reduced CAC by 25% and amplified app LTV by 10% by testing and optimizing media mix.
Certification
2024 Top Women and Grocery Executive
2022 Path to Purchase Women of Excellence
2021 Top Women in Grocery Rising Star
McKinsey Asian Executive Leadership Program Graduate
Languages
English
Native or Bilingual
Hindi
Native or Bilingual
Timeline
Vice President, Loyalty Programs and Personalization
ALBERTSONS COMPANIES
08.2023 - 10.2025
Senior Director, Marketing Strategy
ALBERTSONS COMPANIES
07.2020 - 08.2023
Senior Director, Marketing/Chief of Staff to (CMO)
SHUTTERFLY
02.2019 - 07.2020
Director, Marketing Planning & Photo Books
SHUTTERFLY
02.2017 - 01.2019
Senior Manager/Manager, New Initiatives & Photo Books
SHUTTERFLY
08.2012 - 01.2017
Associate Brand Manager
GENERAL MILLS
08.2008 - 08.2011
Bachelor of Technology - Civil Engineering
Indian Institute of Technology, Bombay
MBA - Marketing And Strategy
University of Michigan, Ross School of Business