India
Most marketers are either good at building brands or good at building audiences. I've spent the last four years doing both. I'm an MBA in Marketing from NMIMS School of Business Management, Mumbai. Before that, I spent two years at Dentsu Creative India as a Senior Copywriter and Creative Strategist crafting end-to-end campaigns for 15+ brands including Starbucks India, Disney Films, Bajaj Electricals, ICICI Lombard and TTK Healthcare. I got a double promotion within my first year and went on to lead a team of 9. Fast enough to keep up with moment marketing. Grounded enough to build something that lasts. What made me sharper than any brief, though, was building on the side. My Instagram community @wordsbyaashvi grew to 90K+ people who come back for writing, cinema, books and the kind of storytelling that doesn't feel like content. That page opened doors to collaborations with Netflix, Prime Video, JioHotstar, ZEE5 and Spotify, HarperCollins, Penguin India and taught me firsthand how audiences are built, not bought. I've taken that into classrooms too, conducting writing and social media workshops at 13+ institutes across India including NMIMS, St. Xavier's and Delhi University, and judging creative competitions at NMIMS and UPG. I'm deeply interested in fashion, beauty, D2C, lifestyle or entertainment sectors, where there's room to think, not just execute.
- Built a 90K+ community through 1,600+ original pieces on cinema, books and writing, reaching 4M+ users monthly with zero paid promotion. - Onboarded by Netflix, Prime Video, JioHotstar, ZEE5, Spotify and MX Player to create promotional content for original launches, consistently delivering 8–12% engagement rates.* - Created paid campaign content for major theatrical releases including Barbie, Oppenheimer and Mission Impossible, and music campaigns for Darshan Raval, Osho Jain and Munawar Farooqi. - Partnered with HarperCollins, Penguin India, Bloomsbury and Pan Macmillan to review 50+ books, driving measurable pre-order buzz for 15+ authors. - Hosted writing workshops at 13+ institutes including NMIMS, St. Xavier's and Delhi University, training 500+ students in creative and social media writing. - Nominated — Entertainment Influencer of the Year, IIT-B Influencer Summit 2025; co-author, Everything Lies in Disguise.
- Built and managed a pipeline of 50+ influencer partnerships tailored to distinct brand voices (ACK and Tinkle), driving targeted campaign outreach and audience engagement. - Designed campaign strategy and execution framework for Azaadi Ki Kahaniyaan (Zepto x Times Prime x ACK Independence Day collab), spanning concept development, influencer activations, and digital rollouts. - Developed interactive content assets including an Independence Day quiz and 10+ Instagram story creatives, spotlighting ACK’s iconic freedom fighter titles to boost engagement. - Proposed innovative IP-led content ideas for Instagram stories to strengthen recurring audience touchpoints and platform stickiness. - Conceptualized, scripted, and executed 5+ influencer-led reels across ACK and Tinkle, amplifying campaign messaging and brand recall. - Scripted and featured in 3+ paid ad reels for flagship collections (ACK Junior, Mahabharata, Ramayana), contributing to performance marketing initiatives. - Drove social media calendar strategy for July–August, integrating Instagram trends, topical moments, and real-time marketing hooks to expand organic reach and cultural relevance.
- Led the turnaround of 4 underperforming Allen Solly stores in Bangalore, delivering ₹8L+ cumulative revenue growth and 45% collective sales uplift via GTM, CRM, and VM strategies. - Formulated store-wise growth plans using CRM insights, footfall data and customer surveys to resolve pricing, product, and inventory gaps. - Conducted 10+ KPI diagnostics across all 4 stores; unlocked a combined 15% boost in sell-through, 10% in ABV, 41% in ABS, and 18% in footfall. - Trained 15+ CCAs and restructured SOPs to improve trial nudges and pitch hygiene which helped cut single-item bills by 17% and drove a 2x rise in combo sales. - Ran staff contests on hero SKUs and accessory bundles to drive upselling behavior, staff ownership, and better floor engagement. - Revamped 10+ key product zones across stores, spotlighting high-MRP SKUs and repositioning slow movers and raising PSOP scores from 78% to 89% and driving 52% growth in premium categories (shirts, trousers, suits) within 4 weeks. - Proposed digital-first ideas like AR try-ons and CRM-powered Digital Closets to deepen personalization and drive repeat purchase behavior. - Pitched a lifestyle-led repositioning strategy post 60+ store audits to evolve Allen Solly’s perception from formalwear-focused to a curated wardrobe brand.
- Designed and developed challenging rounds and cases for Pitchfork (intra-college) and Last Man Standing (inter-college), two premier case competitions in India. - Conducted targeted outreach to 50+ companies to explore corporate project collaborations, enhancing the club’s industry connect. - Initiated contact with 20+ experienced industry professionals to support speaker engagement for the flagship business conclave. - Coordinated year-round marketing and promotional campaigns across multiple channels, consistently increasing engagement and brand visibility within NMIMS and top MBA colleges nationwide.