SRIJONI ROY

Growth Marketing Strategist | Brand Builder | Performance-Driven Marketer

SUMMARY

Growth-focused marketing leader with 12+ years of experience driving digital and offline campaigns,
increasing brand visibility, boosting CAC:LTV ratio, and scaling user acquisition and retention across
D2C, B2B, SaaS, and FMCG. Known for building full-funnel growth systems combining performance
marketing, brand storytelling, and data-led experimentation. Proven success in leading cross-
functional teams, launching GTM strategies, and growing revenues through high-impact campaigns
and platforms.

GROWTH MARKETING SKILL SET

• Performance Marketing: Meta, Google Ads, YouTube, LinkedIn

• Growth Tools & CRM: HubSpot, LeadSquare, WhatsApp API, Shopify, Mailchimp, Google
Analytics

• Retention & Lifecycle: Email Journeys, Drip Campaigns, WhatsApp Automation, Community
Growth

• SEO & Content: Organic Traffic Growth, Conversion Copywriting, AI-Assisted Content

• Conversion Optimization: Landing Pages, UI/UX Briefs, A/B Testing, Funnel Optimization

• Offline Levers: Retail GTM, Influencer Collabs, Pop-ups, Ground Activations

• Reporting & Analytics: Google Data Studio, Keyword Planner, Market Research, CAC/CPA
Analysis

• Certifications: Growth & Product Marketing | Content Marketing | SEO & Shopify | PR
Strategy | AI & Prompt Engineering

EXPERIENCE

Marketing & Growth Consultant | India, UAE, South Korea, USA | Aug 2024–Present
Helping global brands in healthcare, FMCG, skincare, wellness, FnB, and smoking cessation
scale growth through performance and retention marketing.

• Developed GTM strategy and growth stack for Heabal Teacigarette (smoking cessation,
India/South Korea), achieving 40% MAU growth within 3 months.

• Boosted direct sales by 28% MoM for a USA-based skincare, accessories and food D2C
brand via automated email/WhatsApp journeys and influencer collabs.

• Optimized product discovery & cart conversion for India & UAE-based FMCG brand using
Shopify funnel A/B tests.

• Executed multi-platform ad campaigns with an avg. CPA reduction of 18% through granular
audience segmentation and creative iterations.
Head of Marketing & Communication | Koshish Marketing Solutions | Mar 2023 – Jun 2024

• Built and led a 25-member performance + creative team; launched campaigns across digital,
rural and institutional markets.

• Boosted revenue by ₹4.5 Cr in 120 days for Vriddhi Haat via retention marketing + offline
sales enablement.

• Generated 1000+ MQLs in 60 days through funnel optimization and ad automation for bio-
CNG vertical.

• Spearheaded performance marketing across D2C and EdTech SaaS verticals. Reduced
churn by 22% through tailored drip campaigns.

• Scaled webinars & offline events with IIT Delhi & state governments to drive leads and
awareness.

Head - Content & Digital Growth | Herbal Chakra (Herby Angel, Purely Yours, Oriaum) | Sep
2022 – Mar 2023

• Launched "Sabse Pure Sabse Safe" campaign with trackable batch-code marketing, driving
40% repeat customer rate.

• Achieved >60% MoM sales growth on Amazon/Flipkart through keyword optimization and
Sponsored Ads.

• Strategized influencer + affiliate programs, achieving 3X ROI on limited-budget brand

• Led content + performance synergy with GTM plans for USA-based wellness brand,
increasing retention by 35%.

Sr. Manager, Content & Creative Growth | Reliance Jio Studios | May 2021 – Sep 2022

• Designed go-to-market and digital PR plans for original OTT films and web series.

• Introduced audience segmentation + paid ads for film promos, increasing trailer viewership by
2.5x.

• Integrated growth loops (fan engagement + shareability) to drive virality for web content
across Jio platforms.

Marketing Consultant | AEMPL, Zee Bangla, Emami, Senco Gold, Sugar Cosmetics & Others |
2013 – 2021

• Designed and scaled growth campaigns for over 30 brands spanning FMCG, hospitality,
skincare, luxury, and OTT.

• Launched Hippiix OTT platform—developed end-to-end brand identity, app marketing and
digital funnel.
 • Generated 3M+ organic impressions during lockdown for Zee Bangla via influencer UGC &
PR hooks.

• Planned and executed televised and on-ground events with measurable audience
engagement and conversions.

• Key campaigns include: Sugar Cosmetics Durga Puja, Lakme Chokkhudan, Garnier Maddox
Square, and more.

Head – Brand & PR | Nideas Creations & Productions | Dec 2013 – Jan 2020

• Oversaw content, production, and marketing of 33 feature films, 3 Zee5 originals, and 5 major
events.

• Delivered high-impact marketing for film releases, including ATL/BTL and PR rollout,
achieving high opening footfalls.

• Led brand integration, OTT sales, and influencer tie-ups across leading Bengali entertainment
platforms.

• Collaborated with TV networks (Star Jalsha, Zee, Ruposhi Bangla) for licensing, PR, and
content planning.

• Developed concept-to-delivery flow for corporate films, brand stories, and televised formats.

EARLY CAREER HIGHLIGHTS (2010–2013)

Ruposhi Bangla (EP), Raj Chakraborty Productions, RK Wordwiz, Vision Web IT, Magic Mind
Ent.

• Gained early hands-on experience in creative storytelling, scripting, digital promotion, and
show production.

• Created promo content, managed post-production workflows, and coordinated branding with
GECs.

• Built foundations in audience research, team collaboration, and cross-channel marketing.

EDUCATION

PG Diploma – Journalism & Mass Communication, Jadavpur University

Srijoni Roy