MBA (Marketing), Nirma University · Pune · payalmitra0646@gmail.com
Two years, five worlds — one throughline: turn audience insight into a message, and a message into a coordinated, cross-functional campaign that moves a number.
Five case studies ↓Every project below ran through the same engine — insight, message, cross-functional execution, measurable growth — across sport, wealth-tech, heritage beauty, category strategy, and FMCG.
Case 01 — Sport & Entertainment
Assistant Manager, Brand Alliance & Partnerships — Jio Creative Labs · Oct 2024–Feb 2025
from 5,000 — a 7× community, Tiigers of Kolkata (ISPL)
Challenge — the community had plateaued on generic, agency-default content that didn't reflect what the audience actually watched sport for.
Approach — rebuilt the content architecture around audience insight, then owned a full creator and production pipeline end-to-end — match-day shoots, BTS, celebrity content, and the team anthem — reviewing every asset for brand fit before it shipped.
Beyond content — translated a category whitespace into a co-branded activation with a leading FMCG partner, built and delivered alongside the commercial team, and applied a structured qualification framework across 100+ brand partners to identify where else that whitespace existed.
Case 02 — Wealth-Tech / UHNW Audience
Senior Business Associate — Brand, CRM & Marketing — Asset Vantage · Apr 2025–Apr 2026
The challenge wasn't visibility — it was coherence. Messaging was being written separately for India and US audiences, with no shared voice underneath either.
Audience archetype
"The Quiet Operator" — manages multi-generational wealth across two continents, is skeptical of anything that reads as sales, and responds to precision and restraint over volume.
Every touchpoint written to be forwarded to a family office without translation or explanation.
Channel-specific content plans — no single message repurposed across every channel.
Premium experiences — golf, curated gifting, community programmes, B2B webinars — as the message made physical.
Built full audience personas and a messaging framework, then briefed and managed an external agency on founder-facing thought-leadership — reviewing every draft for voice before it reached a client's inbox. Ran the 360° campaign lifecycle end-to-end: creative briefs, revision cycles, and deployment across digital and on-ground touchpoints, tracked through reporting dashboards.
Built in lockstep with a US-based brand team, an external creative agency, and internal sales — a single cross-border voice, not three separate ones.
Case 03 — Heritage Beauty · Independent Project · Campaign Concept
"The Ritual Was
Always Yours."
Forest Essentials — Tier-2 India Market Entry, post-Estée Lauder acquisition · Built to extend an existing independent positioning study into a shippable campaign
The insight: Tier-2 India doesn't need to be introduced to Ayurvedic ritual — it needs permission to see what it already owns as luxury. The campaign reframes a heritage product as a memory being reclaimed, not an import being sold.
Founder & heritage story content — where the recipe actually comes from.
UGC prompt inviting followers to share their own family ritual.
Product-in-use content — the old ritual, in a modern morning.
Seasonal gifting tie-in with in-store experiential counters.
Channels: Instagram & YouTube Shorts (ritual films), regional-language lifestyle creators (not mega-celebrity), in-store experiential counters, heritage-angle PR seeding.
KPIs: engagement rate on the UGC hashtag, in-store counter footfall, share of voice in Tier-2 beauty press.
Case 04 — Category Strategy · Independent Project
Audited five beauty and personal-care brands on positioning, pricing, and marketplace strategy to find where the category had left a gap.
identified whitespace, presented as a 12-slide recommendation deck
Cross-functional: findings briefed to both marketing and category/commercial stakeholders, not filed as a marketing-only report.
Case 05 — FMCG / GTM Strategy · Independent Project
India's dairy market is more fragmented than it looks — the top five organised players hold just over a third of organised revenue. The rest is exactly where a regional brand should be looking.
Freshness and community trust over scale — the thing a national player can't credibly claim locally.
The fast-growing protein-enriched dairy segment, still under-served by regional players.
Built as a non-expert-friendly deck — one narrative, no jargon, so it works in the same room as sales and category.