Shreya Prakash Das
Newark
Summary
Consumer-focused, Growth Marketing professional with 10 years of experience across Marketing and Strategy Consulting. Experience across growth strategy, business planning, P&L, customer funnel optimization (from acquisition to conversion, engagement, and retention), GTM (Go-to-market), omnichannel marketing, and Agile marketing- A/B testing and measurement. Problem-solver, data-driven marketeer, cross-functional collaborator, executive communicator, and caring leader.
Overview
13
13
years of professional experience
Work History
Engagement Manager, Growth, Marketing & Sales Practice
MCKINSEY & COMPANY
08.2019 - Current
- Established Agile marketing war room expert- led several client engagements leading direct and cross-functional teams including agencies, data scientists, analysts and experts
- Growth strategy: Created marketing strategy for a B2B2C dental product, increasing consumer leads by 53X
- Re-defined target audience, positioning, messaging strategy & launched 50+ tactics across paid media, doctor programs, sales
- Developed measurement methodology, success metrics, performance dashboards, and review process with internal teams and agencies
- Customer experience: Drove 14% online growth for a global QSR
- Led team of marketers to optimize customer journey from Search to conversion on Delivery platforms (e.g
- UberEats), A/B testing new features, pricing, content, etc., and scaling winning tactics
- Setup agile marketing process, measurement, attribution, and conversion signal optimization; increased execution velocity by 10X
- Marketing Transformation: 9-month marketing transformation at a Global Payments client to drive $200M+ in revenue growth
- Re-structured marketing org and established squads by consumer lifecycle segments (acquisition, engagement, churn prevention)
- Established a consumer-first and data-driven marketing culture through an agile op-model, testing and measurement approach
- Pioneered a behavior-based trigger playbook for engagement, launched 20+ real time triggers, coached and setup client handoff
- AI/ML: Analyzed landscape and trends of AI solutions in Marketing, defined use cases across the marketing process, and created transformation proposals leading to new client projects
- Used AI/ML to optimize and personalize email campaigns for Global Fintech player, driving 30% higher open and click-through rates
Associate Marketing Manager
GENERAL MILLS
11.2017 - 05.2018
- Company Overview: Canada
- Identified $17M market opportunity for a new snack category through market research, feasibility & impact analysis, senior management business case presentations and buy-in
- Led product innovation (from ideation to in-market launch) and pricing strategy to turn around Walmart and Costco growth from -1% to 4%
- Optimize product launch process to expedited time-to-launch by 30%
- Canada
Brand Manager
GENERAL MILLS
05.2016 - 11.2017
- Company Overview: India
- Developed annual business and marketing plans, sales targets, budgets, messaging, positioning, pricing, packaging/ labeling, sales collateral
- Owned P&L, budget, agency management, tracked market share, competition and consumer trends to plan product roadmap
- Led end-to-end innovation from ideation to product launch, managing cross-functional teams; 20% bottom-line and 200bps share gain
- India
Senior Product Manager
TASKBOB
05.2015 - 05.2016
- Company Overview: On-demand Home Services Startup
- Launched subscription-based ‘house-help' service, increasing repeat 4x
- Negotiated over 20 strategic partnerships to acquire over 10,000 new customers at near zero cost
- On-demand Home Services Startup
Customer Marketing Manager - Rural & Wholesale
UNILEVER
07.2012 - 01.2015
- Fast-tracked to lead 5-member team, managing over 50% of company revenue, and drove market share gain for 75% categories
- Launched innovative channel loyalty programs and rural outreach to recover wholesale from -6% to +1% and add $110M to rural
Education
MBA - Marketing and Growth
KELLOGG SCHOOL OF MANAGEMENT
Evanston, IL01.2019
MBA - Marketing
INDIAN INSTITUTE OF MANAGEMENT (IIM) KOZHIKODE
01.2012
Bachelor of Arts - Economics Honors
ST. STEPHEN'S COLLEGE, DELHI UNIVERSITY
01.2010
Skills
- Brand management
- Product marketing
- Agile marketing
- Growth Strategy
- Data analysis
- A/B testing
- Customer journey
- Marketing transformation
- P&L Management
- Innovation, Go-To-Market
- Direct and Cross-functional Leadership
- Executive Communication
Hobbies and Interests
- Indian classical vocals
- Gardening
- Basketball National level player in a previous life
Affiliations
- Indian music Vocals, Gardening, erstwhile Basketball player
Timeline
Engagement Manager, Growth, Marketing & Sales Practice
MCKINSEY & COMPANY
08.2019 - Current
Associate Marketing Manager
GENERAL MILLS
11.2017 - 05.2018
Brand Manager
GENERAL MILLS
05.2016 - 11.2017
Senior Product Manager
TASKBOB
05.2015 - 05.2016
Customer Marketing Manager - Rural & Wholesale
UNILEVER
07.2012 - 01.2015
MBA - Marketing and Growth
KELLOGG SCHOOL OF MANAGEMENT
MBA - Marketing
INDIAN INSTITUTE OF MANAGEMENT (IIM) KOZHIKODE
Bachelor of Arts - Economics Honors
ST. STEPHEN'S COLLEGE, DELHI UNIVERSITY
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