September 2016 – August 2019

BU Questrom is a reputed business school on the East Coast / Boston, USA area. I was responsible for all elements of the official digital marketing channels including:

• Put together an ongoing social media strategy, and social media guidelines to achieve brand growth and new followers
• Content production, content calendar creation and sourcing for all of the school’s digital and social media platforms
• In nearly 3 years, I helped grow the school’s social media following (for Facebook, Twitter, Linkedin, and Instagram combined) by 22k followers and increased the total engagement (sum total of likes, comments shares) by 23k.
• Established the current Dean’s Twitter account and tweeted on her behalf.
• Developed an online brand voice for the school, helped increase brand awareness and conversions. 
• Tracking and measuring the success of digital campaigns
• Directly managed a junior employee. 
• Performed regular audience & competition research.
• Assisted with community management and online customer service.

Website & Content management:

• Webmaster of 11+ brand websites, microsites, advertising landing pages.
• Content creation, SEO & on-site analytics support for the primary bu.edu/questrom website.
• Established and ran an editorial content calendar, supervising content publishers.
• Assisted in implementing digital advertising campaigns, maintaining landing pages, and implementing tracking.
• Developed templates for email marketing.

July 2013 – December 2014

A Travel Duet is a boutique travel agency focussing on honeymoons and premium leisure travel. I oversaw all of their marketing and promotional activities focusing on:

• Strategizing the redesign of the brand website targeted towards elite audiences. Leading a team of three to implement the site redevelopment, I conducted short research, oversaw the design direction, and wrote website copy. 
• Content for blogs, print adverts, press features that have been featured on CN Traveler India, Business India.
• Social media management on Pinterest, Twitter, Facebook.
• Represented the firm at ILTM, Cannes.

August 2010 – December 2012
Kolkata’s first International Baccalaureate school.

– Content creation and writing for the school website and social media. Email-marketing.
– Planning, production of marketing material including brochures, newsletters, flyers
– Planned and supervised large as well as small-scale events. Responsibilities included venue logistics, designing mailers and invites, press and public relations
– Assisted the school with HR, administrative and procurement-related activities
– Managed the admissions processes out of the city office. Participated in school-related fairs, parent/student interaction

A full services agency, subsidiary of WPP.

Worked on two verticals of Tata Teleservices covering 3 brands: Tata Indicom, Tata Docomo & Tata Photon.

Profile included: Operations, handling client briefs, secondary research.

Planning advertising and promotion for Tata Teleservices B2B products.
Also worked on the launch campaign of TTSL’s emerging products- press, outdoor, posters, collaterals.

Boston University College of Communication, Boston, MA —
M.A. in Emerging Media Studies (September 2015-June 2016)

Symbiosis Insitute of Media & Communication, Pune, India —
M.B.A., Advertising (July 2007-June 2009)

University of Calcutta – St. Xavier’s College, Kolkata, India —
B.A., Mass Communication & Videography (May 2004-June2007)

The Search for Consumers of Web-Based Raw DNA Interpretation Services: Using Social Media to Target Hard-to-Reach Populations — Published Paper, 2019

Published co-author of original paper that started off as a college assignment. The aim of the study was to identify the most effective paid social media ad campaign methodology for recruiting niche users, in terms of cost-effectiveness and demographics.