Shabna Alavi

As a Creative Content Strategist at 2XL Home Decor, I apply my expertise in creative content marketing by closely collaborating with the Creative Marketing Head to conceptualize and execute compelling brand communication campaigns across various platforms. I am passionate about enhancing the brand's communication strategy by crafting engaging and relevant content that resonates with the target audience and showcases the brand's value proposition and identity. I thrive in creative and dynamic teams, leveraging my skills in storytelling, SEO optimization, and web content writing to deliver high-quality and impactful content.

At Kraftography, we're redefining the art of gift-giving by curating a platform that celebrates the creativity and craftsmanship of artisans from across India. Fueled by my own passion for artful and thoughtful gifts, I embarked on this journey to bridge the gap between discerning gift seekers and talented artisans. Driven by the realization that unique gifts were scattered across various platforms like Instagram, yet lacked a cohesive online marketplace, I joined forces with a like-minded industry expert to create Kraftography. Together, we've cultivated a community that brings together Instagram artisans, crafters, and skilled artisans, offering customers a one-stop destination for finding the perfect, bespoke keepsakes. Our platform is a testament to the dedication and talent of artisans who pour their heart and soul into every creation. What my responsibilities are? Brand building, marketing, content, brand building, sourcing, website management and everything a bootstrapped founder would do!

Led comprehensive content management across diverse platforms, encompassing email, social media, and website channels. Crafted and executed a multi-channel content strategy, encompassing website catalogues, blogs, newsletters, and articles. Ensured SEO optimization in product descriptions and implemented copywriting for website banners and tiles. Curated store display content and managed corporate communication, including internal messaging. Collaborated with design teams for billboard ads and conceptualized radio and video commercial scripts. Orchestrated promotional video mood boards and liaised with PR agencies for press releases and product placements. Coordinated with PR agencies for product launches and events, while also aiding in marketing event planning and execution. Innovatively developed an SEO-friendly template for freelance writing teams, ensuring content alignment with brand strategy across all posts.

Acted as the primary point of contact (SPOC) for website and social media content, ensuring consistency and coherence. Established content guidelines for diverse categories including Beauty, Fashion, Wellness, Fragrances, and Accessories. Implemented product tagging for streamlined navigation and uniformity. Supervised freelance content writers, enhancing writeups in line with guidelines. Executed SEO optimization strategies and collaborated with category managers to devise promotional concepts. Orchestrated social media marketing strategies and events, crafting engaging daily posts and copywriting for banners and creatives. Developed and maintained weekly and monthly social media calendars, facilitated organic posting, managed influencers, and created visually compelling graphics to drive brand engagement.

As the SPOC, managed a 10-member writing team and played a pivotal role in an innovative AI system development initiative aimed at automating category tagging through image recognition. Oversaw team productivity, ensuring daily targets were consistently achieved while mentoring new members. Established and maintained an editorial calendar to align team efforts. Additional duties included writing product and apparel descriptions, conducting quality checks on content and images, coordinating reshoots when necessary, and optimizing website content for SEO. Also, authored creative and SEO-compatible articles and blogs, and developed content for diverse social media platforms.

Crafted blogs, articles, and buying guides across various categories, including Health & Beauty, Clothing, and Jewellery, while managing the TSO (Today's Special Offer) Campaign for HomeShop18. Produced SEO articles for Health & Beauty, Clothing, and Jewellery categories, and provided copywriting for website banners. Authored product descriptions for both fashion and digital categories, serving as a Subject Matter Expert (SME) for Health & Beauty at HomeShop18. Collaborated with the design team to develop web banner headlines and taglines for campaigns. Contributed to template creation for different categories with keyword and SEO optimizations. Provided insights to the marketing team to enhance consumer interaction through emailers and social media posts.