EKTA TANDON
Digital Strategist & Social Media Manager · Whirlpool Corporation, North America
Chicago Greater Area , AK
In My Own Words
Digital Strategist and Brand Marketing professional with 12+ years of international experience across luxury, fashion, retail and consumer goods. My passion for brand communication, marketing and everything digital has led me to take on new challenges spanning across three continents in Asia, Europe and North America.Expertise's in building integrated marketing plans that are driven by technology and consumer insights that help drive brand preference, business growth and stakeholder value. Vast experience working both on the brand client side and the agency side.
Work Experience
Digital Strategist & Social Media Manager
Whirlpool Corporation, North America2014 – Present
Member of the Digital Center of Excellence, providing subject matter expertise on digital marketing, social media , search, campaigns, analytics and best practices to support US Major brands & business units. Responsible for developing the digital and social media strategy for Whirlpool brands primarily on creating a unique digital eco-system, strong online brand experience and maximizing visibility on web & social. ? Managed a team of 4 direct reports, 4 agencies and responsible for overseeing all digital marketing initiatives and technology implementations across the organization. ? Contributed to re-launch of the Maytag Man campaign, evaluated media plans, social programs and investment choices across a number of digital initiatives from a 360 degree integrated approach. ? Developed the digital eco-system for Whirlpool brand resulting in the Everyday Care campaign roll out and social acts, that delivered 2pt growth in brand preference & 4pt social sentiment increase.
Online & & Social Media Marketing Manager
WHIRLPOOL CORPORATION, EMEA, Comerio, Italy2012 – 2013
? Responsible for building digital competencies at a corporate & regional level for 33 countries. ? Defined the online and social media strategy focusing on key product launches & commercialization ? Setup the social listening tool & strategy for Whirlpool, Bauknecht, KitchenAid (across 6 countries) from agency selection to definition of goals, KPI’s, trainings, social analytics & reporting. ? Provided strategic advice on online media investments including SEM, PPC, Search, Display and accountable for developing the SEO roadmap for the brands at a corporate level. ? Established and managed website , paid media & social media analytics and KPIs across all brands. ? Collaborated with country level Brand Managers to drive best-in-class digital and social media strategies, improving social reach by 10% and improving overall engagement. ? Responsible for managing the digital marketing budget across online paid and social media activities.
Digital Strategy & Online Marketing Consultant
ERMENEGILDO ZEGNA, Milan, Italy2011 – 2011
Developed social media and digital strategy for the Italian luxury men's wear brand, with the primary goal of studying the competitive environment, analyzing the main social media trends and identifying key opportunities online for the brand in both Europe and China.
Senior Marketing Manager
THE COLLECTIVE, Madura Garments Lifestyle Retail, Bangalore & Mumbai, India2008 – 2010
Responsible for Luxury Brand Management & Retail Marketing at India’s first international concept store exclusively for men, encompassing apparel, accessories, made- to-measure & lifestyle services -feat. brands like Giorgio Armani, Hugo Boss, Ralph Lauren, Fred Perry, Hackett, Versace & more. ? Instrumental in launching a one-of-a-kind international retail concept in India, across 3 cities ? Developed the strategy & spearheaded a 360-degree Omni-channel marketing campaign. ? Carried out business intelligence & market research to profile the core ‘luxury consumer’ ? Designed the CRM program &built a client base of 15,000+ customers in a span of 2 years. ? Managed the marketing budget & spends across all channels (offline & online)
