MITALI BANERJEE DIGITAL STRATEGY LEAD www.mitalib.com ▪ New York, NY ▪ (912) 604-6773 ▪ mitalibanerjee.leo@gmail.com Experienced marketing expert in consumer brands on client and agency side Strategic thinker and a natural storyteller, with success in creating multi-year strategic plans, omni-channel roadmaps and commerce experiences to grow leading brands in global markets A true advocate of the consumer, with expertise in building cross functional relationships, integrating global teams and driving momentum toward key business goals EX P ER IE N C E WUNDERMAN THOMPSON, New York, NY | 2019 – Present Director, Global Digital Strategy Brands: Rolex, Carnival Cruise Lines, Verizon, Unicharm (Japan), Petco Lead brand and digital vision for luxury and retail brands; support C-suite with market intelligence, digital innovation and oversight on strategic initiatives for store, product, campaign and partnership initiatives Led global creative strategy for Rolex partnerships to elevate brand value; oversaw and strategized communications, partnered with media agency to introduce new platforms and evolve market level ecosystems Conducted market, competitive and audience analysis; recommended innovation plan to drive brand growth and product launch calendar for next 3-5 years Collaborated with consumer experiences team to analyze Verizon, Unicharm and Petco’s business challenges; recommended audience opportunities and brand evolution initiatives Analyzed and optimized existing communications plan to effectively reach and engage target audiences; led e-commerce and CRM strategies to increase basket size and inspire repeat purchase Passionate about building a strong online-offline brand and commerce presence to acquire new audience segments and retain advocates WUNDERMAN HEALTH, New York, NY | 2015 – 2018 Associate Director, Global Digital Strategy Brands: Sensodyne, Pronamel and Nicorette & NicoDerm CQ Created digital, e-comm and content strategy for N.America , Europe, and Australia Oversaw communications team - event, PR, social agencies and influencers and partnered with vendors to help guide execution Partnered with Google, YouTube, Facebook and influencers to co-lead digital innovation for clients In 2016, launched Sensodyne TrueWhite in a saturated category; strongest product launch in GSK history – Drove 48% of Sensodyne brand growth in 2016, with high repeat purchase rate – YouTube Masthead generated strongest engagement in COG category; 285M impressions and 2.8M views – Resulted in 28% increase in Google search and added 12,000 YouTube subscribers to the community Spearheaded and oversaw execution for a complex and personalized segmentation strategy for – email and DM MyQuit, ($1.5M investment) in 2017; created email, content calendar Resulted in 143% increase in buyer count by YoY with 43% lift in purchase frequency Guided local markets through creation of toolkits and in market collaboration sessions Led consumer research initiatives and client innovation summits on Gen Z and AI, chatbots etc Partnered with Amazon and Walmart on content, product priorities to build a cohesive e-comm experience MITALI BANERJEE DIGITAL STRATEGY LEAD Page BLUE FOUNTAIN MEDIA, New York, NY | 2013 – 2015 Senior Digital Strategist Brands: Paul Stuart, Davi Skincare, Portmantos, Linda Farrow, Nuna Babycare Led omni-channel marketing, oversaw channel execution to grow beauty and fashion brands online Designed Paul Stuart e-commerce strategy to synergize with offline brand experience – – Increased conversion rate to 0.80% vs 0.20% YoY; increased in-store appointment online booking by 50% Created a site within site experience to target a younger and more digitally savvy audience segment Conceptualized and oversaw execution of seasonal acquisition and content strategy for Davi Skincare; – Created an onsite promotional program that reflected the in-store promotional calendar; partnered with client lead to increase average order size, measure against forecasts, merchandise pushes etc Launched a content meets commerce platform for Portmantos; – – Researched industry trends, market needs, consumer sentiments to identify business opportunity Partnered with search specialist to identify target keywords and implement them within content and paid advertising campaigns; monitored syndication and affiliate partnerships Oversaw creation and execution of editorial calendar and created optimization plan, measurement matrix etc Partnered with vendors (LiveChat, Magento etc.) to recommend and implement customer service enhancements TOMMY HILFIGER, New York, NY | 2012 – 2013 Integrated Marketing Coordinator Launched biggest store launch for Tommy Hilfiger; supported ad operations, financial reporting, ROI measurements, media analysis, and managed projects; helped bolster brand’s relationship with Gen Y Collaborated with internal and media partners to launch West Coast’s largest store in LA; ensuring seamless execution of on-brand messaging, ads, product integration, retailer partnership etc – Partnered with PR, special events and product marketing to drive awareness and excitement of the store – Participated in reporting performance, engagement, ROI on marketing investment, and impact on P&L Led business analysis and recommended innovative ways drive growth e.g ways to target Millennial differently through paid, social and on-site experience, test & learn with AR vendorAurasma to launch the new store LOUIS VUITTON, New York, NY | 2011 – 2012 Marketing Assistant Supported regional and N.A advertising and media planning, and analysis; engaged in promotion development, branding initiatives, market research, media forecasting and execution; launched new seasonal campaigns and collaborated with internal and HQ teams to grow business Managed regional and national ad budgets, analyzed performance data and reported to key stakeholders e.g YoY increase in reach, local tactics mapped to local sales, impact of promotions on foot traffic and online visits Liaison with product development, brand content hubs and retail partners for holiday book initiatives Launched new store in Hawaii and aligned comms with brand’s DNA and advertising guidelines MICHAEL KORS, New York, NY | 2011 Retail Marketing Assistant—Global Marketing Collaborated with merchandising, PD, regional directors and local market leads (Korea, Japan, Philippines, China) to create global guidelines on product marketing, visual merchandising and inventory management Monitored sales (weekly, monthly) against regional goals and recommended marketing pushes in local stores Partnered with cross-functional teams to deliver on volume, revenue targets and measure ROI E DU C AT I O N & C R E DE N T I A L S Graduate Certificate, Media Management, The New School, New York City, NY (GPA: 3.9); 2013 Master of Fine Arts, Luxury & Fashion Marketing & Management, Savannah College of Art & Design, (GPA: 4.0); 2011 Thesis: Social media’s impact on revenue for Luxury Fashion Brands Bachelor of Fine Arts (BFA), Fashion Design, National Institute of Fashion Technology, Mumbai, India (GPA: 3.8); 2009 Awards & Scholarships: Effies – North America – Branded Utility – MyQuit (2018) | MM&M – North American – GOLD 2017 – Relationship Marketing | Smarties – Bronze 2017 – MyQuit Engagement | The New School Academic Scholarship (2012–2013) | Outstanding Achievement Award (SCAD 2011) | International Tutor Program Certification (SCAD 2011) | Scholarship – National Merit Student (India 2005) Professional Affiliations: Member & Presenter, Asian Women in Business (AWIB) | Member, Luxury Marketing Council