Joel Thottan

- Omnichannel marketing for two brand portfolios across the bath & body and perfumes category. - Leading the brand’s retail transformation in 180+ Nykaa stores upgrading the visual merchandising, display, POSM, plannogramming, and BA training materials. - Tracking market trends along with using consumer insights. - Partnering with omnichannel teams across e-commerce, retail, GT-MT channels. - Successfully launched ranges using ATL & BTL campaigns. - Collaborated with cross-functional teams including new product development, social media, influencers, PR, and CRM. - Create high performing performance marketing assets. - Created brand books and partnered with the design team to create a compelling brand identity to be translated across onsite and offsite visual creatives. - Executed 2 brand installations for Nykaaland ‘24. - Conducted various customer engagement and sampling activities in Nykaa retail stores and General Trade stores. - Worked with various influencer and digital agencies from crafting the brief to delivering on KPIs. - Holding monthly budgets for the brands managing marketing spends.

360 Marketing Campaigns -Strategising and executing campaigns to drive awareness and engagement across social media, performance, retail, CRM. Key projects: Pink Friday '23, Kya Khoob Lagte Ho, CSMS Week (Skin routine), Nykaa’s 11th Birthday Cross Functional Marketing Initiatives - Working with Nykaa's cross functional category, content, performance teams across various initiatives. Key projects- App push content, Performance assets, MOJ + JOSH launch, moment marketing Brand building - Various initiatives across business functions Key projects: Nykaa Fashion - Crafted positioning, onsite communication, manifesto, brand books, packaging copy, and content social strategy for private label brands - LIKHA, NYRI, MIXT. Sale films - Wrote two 2023 flagship scripts featuring Jahnvi Kapoor Nykaa Insider - Created a sale awareness video IP NFBA 22 - Crafted copy approach for digital, event collaterals, and Femina publications.

Brands - Instagram, Amazon Prime Video, Cadbury Dairy Milk, Himalaya Baby Care, and more. - Led 25+ brand campaigns. - Wrote scripts for brand films - Crafted TTT’s LinkedIn content strategy and reached 10k followers in 3 months. - Editor and project lead on all 3 bestselling TTT books in collaboration with Penguin India. Workshops- Conducted 50+ workshops for over 10000 participants. Key campuses- MICA (Ahmedabad), JKLU (Jaipur), TA Pai (Manipal) Judging- Malhar 2018 (St.Xavier's College), Kaleidoscope (Sophia College for Women), Utsav Arohan '17 (CM Ruia College), Carpe Diem '18 (D.G Ruparel College).

- Created a GTM digital strategy for the TTT app securing the first 100k organic downloads - Wrote the entire app UX copy and daily push notifications leading to increase in open rates - Curated and created 200+ mini books from UGC - Created a vertical first video IP BRB for Instagram and Snapchat

- Led TTT’s Instagram page to the first 1M followers. - In charge of the editorial (non-branded) content that went up on the platform. - Spotting internet trends and creating content around it. - Curation of all submissions.

Key brands: Dove, Vodafone, Burger King, Cornetto, Bournvita, GoodKnight, Standard Chartered and more. - Strategizing content strategy, curation, reports - Pitching for new business

- End to end UX copy (splash and onboarding screens, walkthrough screens, error messages, acknowledgment messages, prompts, placeholders, description templates for users, and push notifications) - Google Play Store content - ASO strategy

Taught the Final Year students of Bachelors of Mass Media two subjects- Digital Marketing and Copywriting while trying to make lectures fun beyond the textbook.

Brands - Garnier Men, Garnier Fructis, Old Spice, Reliance Digital. - Supervised and created content strategies with a team of associates - Ideated and executed 3 key digital campaigns across stakeholder brands - Prepared analytical reports with way forward strategies

- Head writer, director and conceptual head on all films. - Bootstrapped 5 films all leading to 100K + views organically - Brand film for international app 'lettrs' screened in over 20 countries. - Films featured in The Times Of India, DNA, The Logical Indian, Storypick, Youth Connect and more.

- Created the brand’s first range of multilingual t-shirts leading to growth in sales - Handled all of the brand's copy and content across social and CRM handles - Handled alliances with Flipkart, Groupon and Hopscotch

Brands - Azva (WGC), Vaseline, Parampara foods, Palava City by Lodha