Marketing Project

Shreya Borkar

House No. **, St. Joaquim Road, Margao, Goa

Contact

Mobile: +91 (0-996*-******

E mail : ******.********@*****.***

Profile

As a Professional Services & Key Accounts Assistant at eCircle, I work with external designers and internal teams

to deliver email designs and build for brands like Halifax, Asda, Golf Breaks and Halfords etc. from conception. I

also work on client email campaign performance reports and billing. I have also had the opportunity to assist on

eye tracking studies, competitor benchmarking study, email programme development and other strategic projects

for clients like Asda and Channel 4.

I am a MA in Marketing graduate with a commendation from Kingston University. Secured a distinction for the

dissertation on branding of UK high street coffee shop chains. My educational qualifications have helped me build a

solid foundation of theoretical knowledge and application of the various areas of marketing.

Education

2009 to 2010 M.A in Marketing

Kingston Business School, Kingston University, UK

Bachelor in Management Studies (Specialization in Marketing)

2006 to 2009

Sydenham College, India

Academic Research and Projects in M.A. in Marketing

Dissertation: The research outlines the importance of branding particularly, brand positioning in order to identify

and fully exploit the potential of a brand to secure long term sustainable competitive advantage as a strategy for

endurance. The importance of branding was explained through a well structured methodology consisting of

content analysis, followed by phantom shopping, focus groups and questionnaire surveys in that order to derive

what servicescape factors influence the customers’ perception of UK high street coffee shop chains and uncover if

the brand positioning of the individual companies is successful in creating brand differentiation.

Yamaha: The report, part of ‘Global Marketing Management’ focused on the critical evaluation of the initial

marketing activities that Yamaha undertook for the launch of the Nouvo and analyzed the reasons for the poor

performance in the Indonesian motorcycle. On the basis of the analysis drawn and keeping in mind Yamaha’s two

fold strategy to re launch Nouvo and launch Mio, a marketing plan operating at two levels, strategic marketing and

tactical marketing was outlined to enable Yamaha to expand and balance the automatic category in the Indonesian

motorcycle market.

Nestle: The case study on Nestle was part of the Marketing Strategy module assessment. The strategic marketing

activities of the company to become the world leader in nutrition, health and wellness was studied and analyzed.

Internal growth drivers such as Product and brand portfolio, R&D, Global presence, Employees and the Nestle

culture, GLOBE and four growth platforms were analyzed.

Samuel’s Greek Restaurant: The project was a course work of ‘Market Research’. A detailed research

methodology was suggested for the service oriented business to determine what factors influence customers’

selection of a restaurant and how they can be retained and thus attract more customers, retain existing customers

and convince customers to spend more during their visits.

Brand Equity: A course work of ‘Buyer Behaviour’ to study the importance of brand equity. This report presented

an extensive literature review and suggested models developed by various authors to measure brand equity.

These models focused their study on different constructs and objectives and thus the application and usage of

these methods was deemed suitable to only specific business scenarios .

NIVEA: The project was part of ’Strategic Brand Management’. The report analysed the characteristics of

Beiersdorf’s brand portfolio, discussed the Beiersdorf’s brand architecture strategies on the basis of brand

relationship spectrum, presented an analysis of Beiersdorf brands employed as strategic growth vehicles,

evaluated the success of Nivea brand as a true global brand using the Brand Report card, discussed the role of

Nivea as an umbrella brand and identified the critical factors that Beiersdorf utilised to successfully extend the

Nivea brand and also identify the challenges Beiersdorf would face in umbrella branding its flagship brand, Nivea.

Work Experience

eCircle Limited – Email Marketing Service Provider

Professional Services and Key Accounts Assistant December 2011–

December 2012

Maintaining direct communication with clients concerning creative projects

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Research, statistical analysis and presentation preparation for client meetings

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Monitoring project progress to ensure consistent work flow

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Supporting both the Key Accounts and Professional Services Team on a daily basis

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Creating regular email performance reports for key clients

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Managing the billing and invoicing of project work

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Monitoring the success of email marketing campaigns by analysing campaign metrics and provide statistical

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reports and insight to both clients and colleagues.

Managing design, build and sign off of email campaigns.

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Produce, cost and manage a strong creative design process and timing plan to deliver emails campaigns to

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clients and internal project management and deployment teams to make the most effective use of client and

internal budgets.

Briefing external designers on various creative projects and liaising with them on a daily basis regarding project

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status update to ensure deliverables are completed in a timely fashion.

Testing emails across various clients and browsers using internal QA tools and ensuring rigorous quality control

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and consistency.

Assisting in user research studies like eye tracking.

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Ensure creative, HTML and copywriting briefs are filled out correctly and are up to standards.

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Preparation of various documentation like quotation, briefs, project workflow process charts etc. for internal and

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external use.

Assisting in strategic projects like competitor benchmarking, email programme development etc.

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Assisting in a brand exercise for the launch of the Creative services, devising the go to market strategy and other

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supporting collateral

Towergate Patrick Nursery Insurance

Junior Customer Services Advisor October 2011– November

2011

Qualifying leads by ensuring that the information is up to date on the CRM system, Microsoft Dynamics.

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Nurture leads over the phone and via e mail to build strong relationship through the sales cycle.

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Identify and understand customer insurance requirements to pass over to the Account Manager.

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Educate customers on the added value of the product offering.

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• Check policy documents (including endorsements) for accuracy prior to receipt by clients. Handle the invoicing of

premiums due, maintaining effective credit control.

Process correspondence, renewals, pre renewal activity, quotes and computer input.

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Ensure all posts and diary activity is completed on a daily basis.

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Understand client’s situation, opportunities and problems.

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Assist team performance by regular communication to establish and raise concerns and provide solutions.

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Maintain and develop personal knowledge and skills.

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Develop and maintain positive ongoing relationships with colleagues and clients.

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The Listening Company (BSKYB) – Media and entertainment Service January 2011

May 2011

Sales Advisor

Handle inbound calls from existing SKY TV customers regarding upgrading of their TV, broadband and telephone

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packages.

Understanding of customer needs, dealing with their queries and providing a smooth and efficient service to all

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customers that call.

Provide a high level of customer care in a professional manner and adapting style to deal with all types of callers and

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customers.

Maintain and update computer records on Chordiant accurately.

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Have a high level of product and system knowledge in order to handle queries.

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Contribute towards all departmental, team and individual goals and objectives.

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Major Courses and Accreditations from Masters Programme

Strategic Brand Management

Marketing Finance (A ) Buyer Behaviour (B+) •

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Global Marketing Management

Market Research Research Methods •

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Integrated Marketing

Survey Analysis (B ) Planning your career in •

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Communications (B)

Marketing and

Marketing Strategy (A )

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Communications

Professional Skills

Computer based Office applications (Microsoft Office, Internet Communications)

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Team management

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Interpersonal

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Communication

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Analytical

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Training

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Constant Learner

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Organized

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Articulate

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Basic HTML and design knowledge

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CMS knowledge

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eC messenger knowledge (eCircle’s email marketing platform)

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References

Available on request

Contact this candidate