AANCHAL CHAUHAN aanchal.chauhan@gmail.com | Ph.

+91 9811978177
Proactive brand management professional with seven years of experience in creating and implementing innovative
marketing strategies through the right mix of mediums, content and research.
PROFILE AND SUMMARY
Snapdeal Marketing Manager February 15 Till date, Gurgaon
Snapdeal (SD) is Indias largest online marketplace. It is one of Indias top online retailers with a host of categories. In early 2015, SD
acquired Exclusively.com with an aim to have a comprehensive fashion& lifestyle website to complement its offering.

Brand Marketing
Responsible for defining the brand positioning of Snapdeals new fashion website Exclusively.com. This involves creating
Exclusivelys overall marketing communication strategy along with managing the marketing budget (ATL + BTL).
Manage all campaign promotions for Exclusively this includes content creation and communication across platforms.
Collaborating & jointly working with multiple agencies (creative, PR & media) to cater to our brand and promotional needs.
Responsible for co-branded partnerships for Exclusively resulting in incremental traffic of around 15-20% on an average (MOM).
Digital Marketing
Manage organic & paid traffic on our website & app directly and through affiliate partners to maximise traffic & conversions.
Revised the banner ad strategy (own and third party platforms) to increase CTR resulting in 50% increase over the last 3 months
Drove SEO, SEM changes for Exclusively. Also, work across social media channels for campaign promotion (organic & paid).
Marketing Research
Responsible for all consumer research conducted for Exclusively (both qualitative and quantitative). Initiated UI / UX study for the
app and currently working on a customer segmentation study.
Strategic Alliances (Feb June 15)
Worked towards identifying, pitching and bringing new fashion brands / MBOs (Multi brand Outlets) on board.
Led event partnerships and creating fashion led on-ground properties for Snapdeal (B2B & B2C). Executed 3 on-ground events in
a span of 5 months this was a first for Snapdeal. (India Fashion Forum, Music India Expo & Bangalore Fashion Week in 2015)

Fox International Channels (FIC) Senior Executive, Marketing April 11 Dec 14, Gurgaon
FIC is News Corporations international multi-media business. FIC in India includes 8 channels - National Geographic Channel (NGC),
Nat Geo Wild, Fox Life (FL), NG HD, FL HD, Nat Geo People, Nat Geo Music & Baby TV.

Brand Marketing
Responsible for consumer marketing of Fox Life (Indias #1 travel & lifestyle channel) creating marketing communication
strategy & managing the marketing budget (ATL + BTL).
Was involved in the rebranding of the channel From Fox Traveller to Fox Life in 2014.
Worked on creating brand extension leads - through on-ground and online initiatives.
The role involved developing a communication plan using a mix of traditional and non-traditional marketing channels. Briefing the
media planning, advertising and PR agency. Media buying across print, TV, radio, outdoor and cinema along with online spends -
which was followed by post evaluation of the campaign.
Managing channel talents and constantly finding ways to create greater show visibility through means of talent interactions for
the viewers (Meet & greet, on-air promotion, online interactions etc.)
Event Marketing India Bike Week, 2013 & 2014
Responsible for conceptualizing the marketing strategy and communication of India Bike Week (IBW) - the first and biggest biking
festival in India held at Goa in February, 2013 and also the second edition that was held in January 2014.
Developed a 360 degree communication strategy across print, radio, social, digital, television and outdoor, through liaising with
an events management organization and an advertising agency. Also, handled on-ground branding and PR coverage for the event.
Digital Marketing
Developed media plans across online and mobile platforms for show promotion activities.
Worked closely with the online agency for developing, executing and analysing online campaigns. Leveraged social media assets
such as Facebook, Twitter and You Tube along with e-mailers for driving ROI led campaigns.
Affiliate marketing
Explored and implemented affiliate marketing opportunities with Direct-to-home (DTH) operators for FICc channels. (There are 6
major DTH operators in India).
Assisted associates to setup home channels, organised contests (for employees and the DTH subscribers), CSR initiatives and
conducted co-branded activities with the operators.
Research & Strategy
Was responsible for the Research & strategy (for marketing) at FIC for National Geographic Channel (NGC) & Fox Traveller / Fox
Life. This included TAM data analysis, along with qualitative & quantitative marketing research this supported the marketing,
ad-sales and programming teams to track channel performance & work on their respective strategies.
Supervised the research agency to conduct brand track analysis and concept show testing for NGC and FL every year.
United States Agency for International Development, Intern April 10 June 10, New Delhi
Managed communication activity for their adolescent program called UDAAN, for the Government of Uttrakhand. This involved -
analyzing and culling out inferences from the pre-test research, briefing the communication agency, developing the communication
material and finally sharing it with the various stakeholders.
Wrote a paper on Behaviour Change Communication (BCC) The paper highlighted how a BCC Campaign is developed.

Ernst & Young (EY), Analyst July 07 May 09, Gurgaon

Part of the risk and business advisory team. Worked for major Fortune 500 and Government clients like IOCL, Ministry of Finance,
and Ministry of Home Affairs etc.
Was presented the Sparkle award for excellent performance at work within the first six months
Worked with the brand team at EY. Drafted and released newsletters about EYs practice for clients, conducting market surveys
etc.

EDUCATION

PGDM (Brand Management) 2009 - 2011 Mudra Institute of Communications, Ahmedabad

B.A Hons. (Mathematics) 2004 - 2007 St. Stephens College, Delhi University
Higher Secondary Examination 2004 Delhi Public School, RK Puram, New Delhi

ACHIEVEMENTS
Marketing team of MICANVAS, the branding festival of MICA, 2009
Played Tennis at the National level. Finalist in the Adidas AITA Tennis Tournament, 2000
Wrote a white paper on State of corporate fraud control in India for an ASSOCHAM meet (Ernst & Young, 2009)
Thesis: Wrote a paper on Luxury Retail at MICA - Drivers that impact purchase of Luxury Fashion brands in a retail store (2011)

Interests: Trying different cuisines, playing tennis and traveling.