Disha Shah

• Led the development of brand guidelines, messaging, and positioning for ISB Online, ensuring consistency across all marketing efforts. • Formulated strategic plans for the ISB Online programme launch. • Orchestrated successful virtual events to enhance conversation ratio for fence sitters. • Managed website content according to the cohort cycle, ensuring seamless transitions from staging to production sites for timely updates. • Developed newsletters, designed certificates, and proposed branding strategies for various initiatives. • Collaborated with stakeholders to enhance features driving engagement and conversions. • Implemented end-to-end drip email marketing campaigns for ISB Online, resulting in significant lead generation and enrollments. • Planned, conceptualized, and developed automated email communication flows aimed at increasing engagement and conversion at different stages in the consumer journey. • Managed social media accounts, achieving significant growth across platforms with Facebook growing by 169%, Instagram by 3285.71%, LinkedIn by 407%, and Twitter by 66%, while implementing ORM strategies to maintain a positive online reputation within six months. • Accountable for maintaining the integrity and positioning the hotel as the best BLeisure hotel in India. • Collaborated with Hilton regional team to develop a micro-site as an additional marketing tool to support revenue stream. • Launched 1st wedding studio for Hilton India, offering an innovative Augmented Reality experience. • Increased revenue by 143.02% over the previous year, with direct digital contributing 8.85% as the highest in March'23. • Managed marketing campaigns for 7 distinctive F&B outlets, utilizing concepts like pop-ups and curated dinners. • Worked with cross-functional teams to develop comprehensive marketing plans, resulting in increased traffic conversion and brand visibility.

• Responsible for national coverage in leading publications such as ETHospitalityWorld.com, BW Hotelier, Hotelier India, Hindustan Times and Mint Lounge. • Executed affiliate marketing initiatives with Miss Malini, SteppinOut by Dineout, WhatsHot Bengaluru, Bangalore Times and Tourism Authority of Thailand. • Conceptualized and developed – staycation, corporate hampers, Marriott Bonvoy on Wheels (property level). • Partnership with regional and corporate stakeholders to drive campaigns. Implemented strategies to drive traffic, resulted in 65% increase. • Lead the development of marketing and communication digital content, ensured consistency and integrated it between digital and offline plans, in tandem with sales and revenue teams. • Positioned the hotel as a premier wedding destination through Shaadi by Marriott, a collaboration with renowned couturiers Shantanu & Nikhil, resulting in PR visibility, achieved significant social media engagement and featured in top lifestyle publications. • Launched JW Luxury Liquids, offering a diverse range of mixology concepts tailored to various occasions, alongside innovative projects like JW Food Truck, Master's of Marriott culinary workshops, and HYP3R, a social media communication tool. • Implemented concept marketing for occasions, holidays, brunches, and gifting, leading to a 30% increase in social media traffic compared to the previous year. • Introduced Mindfulness experiences to provide intangible escapes within the city. • Marketed Paasha as one of the Top 52 Restaurants and Bars by Marriott Bonvoy in India.

• Reviewed performance for 2017 - 2018 and contributed strategic marketing ideas. • Executed brand photography for the hotel along with a distribution plan. • Annual budgeting & forecasting for the department. • Screening, negotiating and on-boarding agencies for social media and public relations. • Built and maintained strong media relations, organizing FAM trips and chef's tables for media and influencers.

• Successfully executed traditional and online PR strategies, resulting in features in renowned financial dailies and lifestyle magazines. • Hosted a grand fashion soiree in collaboration with veteran designer Vikram Phadnis, preceding the 61st Britannia Filmfare Awards, attended by industry luminaries. • Initiated pioneering projects like Expion, a social media management software leased with Marriott International, and Leisure & Wellness, positioning the business hotel as a destination for wellness staycations. • Partnered with the Tourism Authority of Thailand to curate an international trip with leading influencers and journalists from HT and DNA, establishing the hotel as a trendsetter in culinary expeditions. • Made a Guinness World Records attempt for the "longest trail of chocolate eggs," leveraging it as a unique marketing initiative to attract attention and promote the hotel's offerings. • Orchestrated influencer marketing campaigns with top Mumbai-based influencers and Key Opinion Leaders. • Successfully executed traditional and online PR strategies, securing features in prominent publications such as Conde Nast Traveller, Hotelier India, Vogue, Femina, Wed Me Good, Hindu Business Line, The Economic Times, and The Pune Mirror. • Managed paid media channels through bidding on metadata and OTA sites to boost retail occupancy rates. • Developed, drafted, and presented tailored strategic plans for various sectors. • Cultivated strong media relationships, pitching stories and leveraging industry news to boost brand visibility. • Led business development initiatives, generating leads and securing retainer clients. • Managed corporate and lifestyle retainers, organizing diverse pop-up events such as art exhibitions, book launches, and film festivals. • Handled sectors including Corporate (e.g., World Trade Centre, Dream Theatre Pvt Ltd), Lifestyle (e.g., Serenity Blissful Living, Tangerine, The Cocoa Trees, Pause Wines), Real Estate (e.g., Maitreya Realtors & Co