Ilena Bose

• Brand Strategy – Analyzed new markets and emerging industries, including the cannabis industry, to identify recruitment trends, target audiences, and insights in order to develop a brand re-positioning strategy to help the SaaS recruitment platform expand into new industries. • Customer Analytics – Monitored market trends, competitive landscape, and customer behaviors, using tools and generative AI to identify potential sales opportunities and create a personalized insights platform to identify critical issues and enhance client engagement.

• Brand & Digital Strategy – Spearheaded the website, digital, social and paid media strategy for over 10+ portfolio & premium consumer products for the India Business, operating an annual budget of $600K, leading a team of two junior analysts to drive customer retention & engagement. • Go-To-Market Strategy – Headed planning, implementation and GTM strategies for product launches, brand campaigns, B2B partnership programs and more, focused on driving customer acquisition, retention, enhancing brand loyalty, engagement, and generating leads. • Campaign & Content Planning – Drove cross-functional collaboration amongst key business units, product managers, sales teams and agencies, to devise long-term digital & e-mail content strategies, plus milestone campaigns like #DontMakeHistoryWithoutIt, celebrating 100 years of Amex in India, #ShopSmall, a global campaign supporting small businesses and #MetalMakesItHappen, a rebrand of the iconic Platinum Card. • Platform Optimization – Regularly optimized digital campaigns through insights derived from A/B tests, STP strategies and custom audience targeting, surpassing previous channel benchmarks by 150% and enhancing customer engagement by 27% in one year. • Product Marketing – Proactively tested, launched and drove adoption for personalized marketing features on the India cardmember website, leading to an 11% uplift in premium cardmember engagement, and an international training case study for Amex global digital marketing teams. • Project Management – Planned and implemented foundational campaign frameworks from inception, while adeptly managing a multi-tiered stakeholder approval process and maintaining global brand guidelines across platforms and products. • Cross-Functional Collaboration – Partnered with Agencies and C-level management across Central Brand, Legal, Tech, Policy, Product, Design, CRM & Sales teams, to launch products, track key business drivers and marketing impact on YoY business goals.

• Client & Team Management – Supervised a team of 10+ writers, designers, and social media strategists, as the Social lead for key global accounts like American Express, adidas, National Geographic, Marks & Spencer, and Kia Motors worth $550K annually. • Demand Generation – Launched the Marks & Spencer 'Bra Fit Challenge', an integrated influencer-led campaign which resulted in 70K+ customer visits across 75+ stores in one month and a 167% ROI for the brand in its lingerie category.

• Content & Platform Innovation – Directed the innovative use of social platforms and content with campaigns like #TheStoryThatStays – an innovative Instagram story that singularly drove 2 million pledges for NatGeo’s global Planet or Plastic campaign and the digital launch of the Kia Seltos, which contributed to a 102% increase in previous platform benchmarks and 40,000 cars sold in the first 4 months. • Project Management & Awards – Built and led the internal Social Media Awards team of 12 members, responsible for crafting global award entries, leading to multiple agency awards, including 4 consecutive wins and a Gold in 2019 at the global Campaign APAC Agency of the Year Awards.

• New Business Pitches – Led over 40 creative pitches for clients like Coca Cola, Domino’s, British Council etc. winning over 10 accounts, including key global clients like Kia Motors and Marks and Spencer, worth $312K annually. • Agency & Influencer Management – Guided collaborations with global and domestic agencies, creative teams, PR, research and influencer agencies to develop consumer-centric strategies for clients, while maintaining both brand integrity and strategic partnerships.

Social Media Management – Designed and optimized digital & social-first strategies for key brands like Micromax and Adidas Originals, resulting in a 10% YoY increase in client revenue. Conducted regular monitoring & data analysis to inform marketing decisions and monitor business KPIs.

• Product Marketing – Liaised with Tech, Marketing and Sales teams to improve UI/UX on digital assets and launch new digital initiatives; helped design wireframes, test, and launch a B2B app resulting in acquisition of over 500 new restaurant partners in 3 months. • Content Strategy- Devised content strategies to drive brand visibility, resulting in 60% increase in online reservations in 6 months.

Redefined value propositions of existing products and updated brand communication and consumer interaction strategies to disseminate consistent messages through all channels. Spearheaded institutional sales by identifying potential high net-worth clients and organising in-person showings, events and sales opportunities.

Specialised in editing, content writing and designing for a monthly online magazine publication - The Wall Art Magazine, focused on the luxury art, hospitality and lifestyle space in India.

Specialised in popularizing Red Bull through strategic partnerships, creative campaigns and promotions at relevant touch-points across Indian universities. Planned, conceptualized and executed large-scale events, bringing students together from over 100 universities across the country.

Researched, pitched and wrote 6 news articles and opinion pieces for the Wall Street Journal as a student writer for the I-debate panel. Liaised with the global Wall Street Journal team representatives to work on event planning, brainstorming and community engagement.