Chetna Dhar Saxena

Dear Hiring Manager,

I have recently graduated with distinction in my Master's in Marketing and Digital Strategy from Leeds Beckett University. My core subjects were Digital Strategy, Marketing Metrics, Strategic management, Social Media Management, Marketing communications and brand management and Dissertation project.
 

Some of the assignments I did during this master's course were For the Digital Strategy module, I created a digital strategy plan for a prominent online grocery store to understand why traffic is low vis-à-vis competition online grocery stores. For the Marketing metrics subject- I prepared a KPI dashboard from a raw excel data file regarding a shoe e-commerce brand. The dashboard consisted of traditional as well as digital KPIs using excel and google data studio. For Strategic Marketing, I created a PowerPoint report and presented a rollout plan for Amazon Fresh physical stores in the UK. For Social media Marketing, I created a six-month social media campaign plan for an online fast fashion apparel store. I also did my dissertation project on the Impact of Covid-19 on online grocery shopping behaviour among UK consumers.

I have also developed additional skills relevant to the digital industry both at university and in my previous work experience such as interpersonal skills, analytical and numerical skills, along with primary research and learned secondary / desk research well like Statista, Mintel reporting and Google scholar. Strong understanding of analytical tools for website evaluations like similar web, Neil Patel, Social blade, Ispionage, Wordpress, SEMrush etc.

Regarding my previous work experience, I have about nine years of experience (outside the UK) in quantitative market research with some prominent organisations like Kantar, Nielsen, Kadence and LG India. Across verticals like Brand & Communication, Innovation & Product Development, Customer satisfaction, e-commerce, and other customised studies. I used to manage end-to-end projects independently.

On a personal level, I am detail-oriented, organised, and pay full attention to the task allocated making sure that I do not miss out on any information. I work very efficiently and effectively to manage my timelines and work well with others as well as on my initiative. I possess organisational skills with the ability to multitask and complete projects on time. I can adapt easily to the changes that take place within the industry and the company. 

Professional Experience Summary

Last Role:  Account Manager, Kadence International India                        July 2016 - July 2018

• Managed quantitative research projects involving Technology-enabled research, Marketing practices, Customer Satisfaction, and Innovation based projects
• Managed customer satisfaction project for a real estate e-commerce client. Created customer segments based on purchasing profiles
• Worked with various internal and external stakeholders to ensure effective project management and client satisfaction and delight.
• Managed projects end to end to provide accurate and easy to digest analysis and insights to the clients
• Analysed large datasets and made observations and recommendations for change/improvement.
• Conducted Pan India Employer Excellence Awards for a prominent News Channel.

Consultant, Aeon Consultancy India                                                            Sept 2014 - Dec 2015

• Managed and analysed Quantitative Research data.
• Focused on data analysis and creating reports for FMCG clients 
• Creating client specific pitch presentations and data reports to generate new leads 

Volunteer work (E-commerce website) India                                             Dec 2013 - Aug 2014

• Worked as a volunteer for an E-commerce website for Natural / organic products 
• Uploading new products from time to time for their e-commerce website
• Managed large data set of vendors and their product list
• Managed social media (Facebook and Instagram) pages by regularly writing and uploading content

Manager, Nielsen India                                                                                 Mar 2011 - Aug 2013

• Managed ongoing subscriptions and ad-hoc data analysis requests from clients 
• Led several large projects -for multi-country and multi-center projects for different clients
• Delivered insight-led deep-dive analysis to clients on the demographics, psychographics, potential customers, and their buying and usage behaviour 
• Designed reports and KPI dashboard as new ways of working that can be pushed out to clients as best practice

Manager Consumer Insights, LG Electronics, India, (Sept 2010 - Mar 2011):

• Managed large datasets of Retail audit data for Home Care Appliances. 
• Leading all Research such as Brand Tracks, Product testing, Competitive Research and Retail Audit Data
• Assisted Marketing teams in consumer marketing campaign evaluation 
• Managed research projects related to customer understanding, customer value, and NPS ratings through analysis, recommendations, and input on CRM and loyalty programs
• Evaluation and deep-dive analysis of large sets of retail audit data at product model level.
• Supported Marketing and Product Planning teams on a regular basis using brand track data and reports.

Project Director (Quantitative Research), Kantar TNS India (Aug 2005 Till Sept 2010):

• Production and delivery of regular management information on the key KPI’s
• Identified data requirements and implemented ongoing enhancements to the continuous Brand Tracker 
• Analysed large datasets and understood customers view on different products 
• Enhanced the research skills set – Questionnaire making, Excel Data Analysis, Creating Reporting, KPI Dashboards, and Presentation skills.

MSc Marketing & Digital Strategy, Leeds Beckett University                   Jan 2021 - July 2022 

• Graduated with Distinction having expertise in Digital Marketing, Social Media Marketing, Digital strategy planning and marketing metrics.
• Presented an in-depth analysis of the social media campaign for McDonald’s Welcome Back (Return of the Mac). It was a 15-minute presentation to the panel members.
• Achieved merit for creating a social media marketing plan for a fast fashion online brand. In-depth analysis of the market sector, set clear social media objectives, created buyer persona to reach the target audience, create strategies to achieve the objectives, budget planning for the next 6 months, created the content calendar and suggested KPIs (YouTube analytics/ Facebook Insights / Instagram Insights) measure performance. 
• Constructed a strategic marketing communication plan for a prominent fast fashion brand to measure the effectiveness of marketing communication. Created Gantt chart with 6 months plan. 
• Learnt and implemented social media metrics, traditional, digital, and business operation metrics
• Created 12KPIs dashboard on excel and google data studio for measuring key performance indicators and communicated findings.
• Achieved distinction for developing reports and dashboards for shoe retailer company (using Excel and Google Data Studio) that measured the online/offline marketing performance in terms of (Revenue /ROI/ ROAS / Website Visitor/ Bounce rate/Customer retention/ referral traffic)
• Created a digital strategy plan for a prominent online grocery brand vis-à-vis its competition. 
• Achieved above 80% marks for preparing a report with background about the online grocery brand, digital landscape analysis like market overview, website overview, TOWS analysis, objectives and suggested retargeting, SEO keyword and AI-based strategy and KPI measures to achieve these objectives
• Achieved distinction for presenting to the panel of judges a detailed PowerPoint report for Amazon Fresh with a strategic marketing plan to roll out stores in the UK.
• Created market sector analysis, competitor and strategic group analysis and internal brand analysis, TOWS analysis to shortlist 3 SMART marketing objectives for store roll-out. Justified the roll-out plan using the STP (segmentation, targeting and positioning) framework. Shortlisted rollout locations by derived tactics from the STP framework.
• Dissertation Project – Impact of Covid on grocery shopping behaviour among the UK consumers

• MBA (MARKETING) from Symbiosis Pune, India (2003 – 2005)
• Bachelor in Information Technology, IGNOU University, India
• Higher National Diploma (HND) in Information Technology (Edexcel UK/ IGNOU) 
• Certification: The Fundamentals of Digital Marketing, Basic of MySQL