Nithya Iyengar
Sugar Land,TX
Summary
Dynamic marketing leader with a proven track record at ZEE5 Global, excelling in partnership development and strategic planning. Leveraged content marketing and cross-functional collaboration to drive over 100% ROI on partnerships, significantly boosting brand visibility. Expert in digital marketing and data-driven decision-making, achieving a 66% increase in organic subscriptions.
Overview
20
20
years of professional experience
Work History
Senior Manager Marketing and Partnerships
ZEE5 Global
Houston , US
01.2022 - Current
- Orchestrated a comprehensive market expansion study for North America, identifying key product/service repositioning needs and strategic partnerships to enhance market presence in the D2C segment
- Introduced and led over 50+ partnerships targeting niche D2C markets, significantly enhancing brand visibility and achieving over 100% ROI for each partnership
- Individually drove over $500K in organic revenue through unique partnerships and 75+ D2C events
- Tracked ROI through QR/ promo codes
- Established brand presence among over one million South Asians in the US, resulting in a 66% increase in organic subscriptions through targeted marketing efforts
- Reduced Customer Acquisition Cost (CAC) by 61% through innovative strategies, including the introduction of affiliate and B2B sales partnerships
- Implemented targeted content promotions based on data-backed research of cohort and demographic strengths in each Designated Market Area (DMA)
- Spearheaded research initiatives focused on joint go-to-market strategies with start-ups in the retail and consumable products sector, enhancing strategic insights
- Collaborated extensively with Data, Performance Marketing, Customer Lifecycle Management (CLM), social media, PR, Content, and Creative teams to ensure successful content and campaign launches
- Worked closely with Legal to manage partner contracts effectively
- Committed to promoting products and services that combat illicit financial flows, ensuring compliance with piracy laws and supporting ethical business practices
Director of Marketing
VitalPet
Houston , US
01.2015 - 01.2016
- Conducted in-depth analysis of the company’s target segment, product mix and defined brand strategies
- Worked on initiatives to improve pricing strategies and established KPI metrics to measure performance
- Drove new customer acquisition by 30% and improved retention rate by 50% using direct and indirect marketing tactics
- Developed a comprehensive marketing value map to architect Brand strategies and tactical actions
- Oversaw budget formulation and execution on a $3M operating budget and consistently met or exceeded key financial targets
- Re-negotiated contracts and reduced vendor costs by nearly 50%
- Implemented marketing campaign that increased annual sales revenue by 500K
- Engineered customer experiences during visits (hospitality, education, credible/consistency in services)
- Shaped partner discount programs and bundle strategies to push existing products/services
- Initiated web channel redesign plan and content management processes to drive digital marketing initiatives
- Leveraged social media to analyze customer experiences and brand presence (search engine optimization, blogging, Facebook, survey mechanisms, Eventbrite, Mail Chimp, Constant Contact, etc.)
- Developed MESO models to analyze buyer behaviors
- Identified emotional value to product/service to charge a premium or enhance Brand adoption
- Evaluated loss leader products/services to attract customers and cross-sell
- Analyzed competitive pricing and made appropriate adjustments – (reduce, match, increase or discontinue)
Marketing and Communications Manager (Sheraton Bangalore)
Marriott Hotels and Resorts
01.2010 - 01.2013
- Served as core member of the pre-opening team for the first Sheraton in India - Sheraton Bangalore (2010 – 2013) and Westin Pune (2009 in India, responsible for establishing the brand in the local market to ensure growth targets were met
- Played a pivotal role in the successful launches of Sheraton Bangalore, Westin Pune, and signature restaurants and spas of ITC Kakatiya Luxury Collection, establishing brand presence in local markets and exceeding growth targets
- Oversaw the design and production of marketing materials to align with global brand standards, ensuring consistency and quality across all communications
- Collaborated with PR agencies like Ogilvy & Mather and Lowe Lintas to organize press conferences, achieving local and national media coverage valued at $1M over three years
- Led a strategic media immersion event to showcase Sheraton and Westin’s signature concepts, enhancing brand visibility and generating organic growth through improved collaboration
- Planned and executed a $300,000 yearlong media plan, incorporating digital ads, print, radio, and outdoor marketing, driving significant awareness during the brand launch
- Achieved 100% occupancy at launch and maintained an average of 70%, with 25% of revenue generated through online marketing strategies
- Managing Landing page Content via CMS platform for corporate and property websites and OTA pages
- Enhanced customer ratings through responsive engagement, leading to a #1 ranking on TripAdvisor, driven by effective management of online reviews
- Spearheaded content creation across multiple platforms (Facebook, Twitter, YouTube, etc.), increasing brand engagement and visibility
- Executed over 60 marketing promotions and events, boosting hotel and food and beverage revenue, while maintaining strong media buzz
- Leveraged professional network to secure mileage via PR publicity from high-profile figures, including then Prime Minister Stephen Harper and various international celebrities, enhancing brand prestige
- Developed programs that included village adoption and fundraising for UNICEF, raising $60,000, and promoting environmental awareness
- Orchestrated food festivals and culinary events, resulting in a 70% increase in footfall and revenue across all F&B venues
- Executed successful PR strategies for signature restaurant launches, including Kebabs & Kurries and Kaya Kalp Spa, as well as engaging IPL cricketers for enhanced visibility
- Oversaw cultural initiatives through the Kakatiya Ladies Club, fostering community impact and attracting notable business collaborations
Marketing Support Executive
Torrent Pharmaceuticals
Ahmedabad , India
01.2005 - 01.2006
- Responsible for managing key stakeholder relationships and event management and driving successful execution
- Developed and implemented targeted marketing programs for various conventions, producing comprehensive marketing literature, print collateral, and sales kits that empowered the business development team
- Ensured prominent representation of Torrent at over 5 major pharmaceutical conventions, effectively expanding brand visibility in both national and international markets
- Organized multiple regional and nationwide sales conferences, accommodating over 3,000 field medical representatives
Education
Certification - Data Analytics
Rice University
Houston, TX11-2019
Certification - Marketing Strategy
Cornell University
Ithaca, NY06-2016
Post Graduate Diploma - Public Relations And Communications
Bharatiya Vidya Bhavan
Hyderabad, India09-2007
Bachelor of Arts - Economics And Marketing
Gujarat University
Ahmedabad, India08-2005
Skills
- Content Marketing
- Social Media Strategy
- HubSpot
- Tableau
- Digital Marketing
- Data-Driven Decision Making
- Marketo
- WordPress
- Event Management
- Partnership Development
- MailChimp
- Wix
- Market Research & Analysis
- Cross-Functional collaboration
- Constant Contact
- Eventbrite
- Public Relations
- Sponsorship Management
- Hootsuite
- SurveyMonkey
- Strategic Planning
- Brand Management
- Advanced Excel/ Pivot Tables
- MSOffice
Timeline
Senior Manager Marketing and Partnerships
ZEE5 Global
01.2022 - Current
Director of Marketing
VitalPet
01.2015 - 01.2016
Marketing and Communications Manager (Sheraton Bangalore)
Marriott Hotels and Resorts
01.2010 - 01.2013
Marketing Support Executive
Torrent Pharmaceuticals
01.2005 - 01.2006
Certification - Data Analytics
Rice University
Certification - Marketing Strategy
Cornell University
Post Graduate Diploma - Public Relations And Communications
Bharatiya Vidya Bhavan
Bachelor of Arts - Economics And Marketing
Gujarat University
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