Divya Chadha

Building Spotify brand’s Free and Premium user base, with key KPIs panning across user acquisition, top of mind recall, subscriptions for the business, and long term brand love. Driving category awareness & adoption for Podcast in India.

Key Responsibilities: Drive Direct Traffic metric for the brand Build the Amazon Brand [TOM, SPONT, Imagery Scores, Core Values] Acquire New Customers for the category Expand the category by penetrating into Tier 1, Tier 2 towns Build Marketing Campaigns [Offline/Digital], Onsite 360 Integration across cross site, categories, Social Media & UI Build and evaluate media plans across TV, Print, OOH, Radio, Cinema as well as explore innovative media opportunities keeping the campaign objective in mind Understand human insights by conducting nation wide research [both Qual & Quant] and articulate the consumer insights into brand campaign concepts Conduct Concept Card and Stimuli testing with consumers through FGDs to get first hand feedback on scripts before producing them Campaigns Worked on so far: Conceptualized & Built 360 integrated mass media campaigns for Amazon India in the last 1.5 years - Some of the key campaigns: - Relevance & Affinity Building Campaign during Diwali - Adjust No More - Trust Campaign during IPL - We Indians Love - Trust Campaign during World Cup - Apni Dukaan - Diwali campaign of Amazon Try Toh Kar, - Sale Campaign - Amazon Great Indian Sale, - Amazon Fashion #KyaPehnu Independently built Amazon Fashion's first static campaign across 6 cities - #MustHave Fashion Launched the first Amazon India brand campaign - Mr. & Mrs. Verma

Merchandising: - Launched Home & Kitchen category on Amazon India comprising of Large Appliances, Small Kitchen Appliances, Home Furnishing, Home & Décor, Kitchen & Dining, Lawn & Garden, Home Improvement and Indoor Lighting - Managing customer facing merchandising onsite and on mobile for the entire Home & Kitchen category on Amazon India - Assisted in launch and early developing of merchandising for Toys & Baby and Beauty category on Amazon India - Evaluate and refresh merchandising onsite regularly based on data and category requirements - Create organic traffic drivers to stores [microsites with curated selection] such as Wedding Store, Valentine’s Day stores, Regional Stores, Artisan’s Corner, etc - Execute & Monitor Brand funded campaigns on the site - Build brand awareness and online presence for prominent offline brands across home & kitchen categories - Work closely with Traffic teams and optimize social media as an effective channel to engage customers with the category - Email Marketing to customers of the Home & Kitchen category focusing on new launches, brand associations and highlighting key category selection - Develop stores and merchandising to highlight the categories’ long tail selection and enable catalogue discovery - Work closely with the PR team to build communication pegs around launches, promotions, and key initiatives Marketing: - Worked with the Amazon India marketing team in launching the brand’s first marketing campaign close to Diwali - Single handedly managed the outdoor leg of the campaign across Delhi, Mumbai and Bangalore [including airports] - Developed and managed creative content to build the Amazon brand via integrations with ‘Masterchef USA’ and ‘Masterchef Australia’ to amplify campaign outcomes - Assisted the Senior Brand Manager on print campaigns and was the single POC for the agency - Developed and managed the creative development of radio campaigns for the brand

Marketing - Responsible for end-to-end management of Direct Marketing campaigns targeting eBay India’s (more than) 3Mn customers through robust user-segmentation and relevant merchandising identified through buyer behaviour analysis & category trend-spotting - Scaled Direct Marketing campaigns to, today, contribute to more than 20% of the company’s overall revenue - Driving development of mobile-friendly user communication to tap into the mobile phone as a consumer touch-point/conversation starter (including mobile-targeted e-mail communication to customers) - Distilling user-insights from Quali sources (Focus Group Discussions, In-Depth Customer Interviews, User Verbatim collated on Site, etc.) and Quant (Online Surveys, A/B testing campaigns and business performance metrics across segments among others) Merchandising – Fashion, Lifestyle & Media - Responsible for On-Site Merchandising for the Fashion (Clothing, Shoes, Accessories, Perfumes and Watches mainly), Lifestyle (Home Furnishing, Kitchenware, Toys, Baby Products, etc.) and Media (Books, Movies & Music) verticals - Complete end-to-end ownership of marketing and building equity in the consumers’ mind for DOT Style –eBay India’s Fashion experience - Building awareness through Social Media channels and Merchandising, driving consideration through Internet Marketing and generating trial (and repeat purchases) aided by targeted incentive mechanisms - Managed end-to-end Marketing initiatives, Merchandising & On-Site experiences for eBay India’s import concierge – Global EasyBuy - Optimizing On-Site Finding Efficiency through well categorised Dynamic Category pages, Landing Pages, Keyword-targeted Banners, Contextual Session-based communication - Tapping into cultural/community phenomena through topical, theme-based events/promotions

Content Manager for eBay IN, PH and MY

Content Writer cum SMO Specialist

Bachelors in Visual Communication Activities and Societies: Voice Over Artist for College Documentaries, Department's Core Team member for National level college fest, Official Compere at Fests & Meets, Oratorical Team

Masters in Advertising & Marketing