Ilena Bose profile photo 1 on Tal

Ilena Bose

Brand Lead at Heads Up For Tails | Ex - Brand & Digital at American Express

Gurugram

6+ years of work experience

Heads Up For Tails
Oct 20242 yrs 1 moPresent

India

engin sciences inc
Jun 20234 mosSep 2023

New York, United States

• Brand Strategy – Analyzed new markets and emerging industries, including the cannabis industry, to identify recruitment trends, target audiences, and insights in order to develop a brand re-positioning strategy to help the SaaS recruitment platform expand into new industries. • Customer Analytics – Monitored market trends, competitive landscape, and customer behaviors, using tools and generative AI to identify potential sales opportunities and create a personalized insights platform to identify critical issues and enhance client engagement.
American Express
Apr 20211 yr 2 mosMay 2022

India

• Brand & Digital Strategy – Spearheaded the website, digital, social and paid media strategy for over 10+ portfolio & premium consumer products for the India Business, operating an annual budget of $600K, leading a team of two junior analysts to drive customer retention & engagement. • Go-To-Market Strategy – Headed planning, implementation and GTM strategies for product launches, brand campaigns, B2B partnership programs and more, focused on driving customer acquisition, retention, enhancing brand loyalty, engagement, and generating leads. • Campaign & Content Planning – Drove cross-functional collaboration amongst key business units, product managers, sales teams and agencies, to devise long-term digital & e-mail content strategies, plus milestone campaigns like #DontMakeHistoryWithoutIt, celebrating 100 years of Amex in India, #ShopSmall, a global campaign supporting small businesses and #MetalMakesItHappen, a rebrand of the iconic Platinum Card. • Platform Optimization – Regularly optimized digital campaigns through insights derived from A/B tests, STP strategies and custom audience targeting, surpassing previous channel benchmarks by 150% and enhancing customer engagement by 27% in one year. • Product Marketing – Proactively tested, launched and drove adoption for personalized marketing features on the India cardmember website, leading to an 11% uplift in premium cardmember engagement, and an international training case study for Amex global digital marketing teams. • Project Management – Planned and implemented foundational campaign frameworks from inception, while adeptly managing a multi-tiered stakeholder approval process and maintaining global brand guidelines across platforms and products. • Cross-Functional Collaboration – Partnered with Agencies and C-level management across Central Brand, Legal, Tech, Policy, Product, Design, CRM & Sales teams, to launch products, track key business drivers and marketing impact on YoY business goals.
Dentsu Isobar
Jun 20207 mosDec 2020

India

• Client & Team Management – Supervised a team of 10+ writers, designers, and social media strategists, as the Social lead for key global accounts like American Express, adidas, National Geographic, Marks & Spencer, and Kia Motors worth $550K annually. • Demand Generation – Launched the Marks & Spencer 'Bra Fit Challenge', an integrated influencer-led campaign which resulted in 70K+ customer visits across 75+ stores in one month and a 167% ROI for the brand in its lingerie category.
Dentsu Isobar
Apr 20191 yr 3 mosJun 2020

Gurugram, Haryana, India

• Content & Platform Innovation – Directed the innovative use of social platforms and content with campaigns like #TheStoryThatStays – an innovative Instagram story that singularly drove 2 million pledges for NatGeo’s global Planet or Plastic campaign and the digital launch of the Kia Seltos, which contributed to a 102% increase in previous platform benchmarks and 40,000 cars sold in the first 4 months. • Project Management & Awards – Built and led the internal Social Media Awards team of 12 members, responsible for crafting global award entries, leading to multiple agency awards, including 4 consecutive wins and a Gold in 2019 at the global Campaign APAC Agency of the Year Awards.
Dentsu Isobar
Jul 201810 mosApr 2019

Gurugram, Haryana, India

• New Business Pitches – Led over 40 creative pitches for clients like Coca Cola, Domino’s, British Council etc. winning over 10 accounts, including key global clients like Kia Motors and Marks and Spencer, worth $312K annually. • Agency & Influencer Management – Guided collaborations with global and domestic agencies, creative teams, PR, research and influencer agencies to develop consumer-centric strategies for clients, while maintaining both brand integrity and strategic partnerships.
EazyDiner
Jul 201511 mosMay 2016

Gurugram, Haryana, India

• Product Marketing – Liaised with Tech, Marketing and Sales teams to improve UI/UX on digital assets and launch new digital initiatives; helped design wireframes, test, and launch a B2B app resulting in acquisition of over 500 new restaurant partners in 3 months. • Content Strategy- Devised content strategies to drive brand visibility, resulting in 60% increase in online reservations in 6 months.

Ilena’s AI Stack

claude
claude
gemini
gemini

Education

Babson F.W. Olin Graduate School of Business

Master of Business Administration - MBA, Business, Management, Marketing, and Related Support Services

Babson F.W. Olin Graduate School of Business

20222 yrs2024
Dr. B. R. Ambedkar University Delhi (AUD)

Master of Arts - MA, Psychosocial and Clinical Psychology

Dr. B. R. Ambedkar University Delhi (AUD)

20132 yrs2015

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Headline

Brand Lead at Heads Up For Tails | Ex - Brand & Digital at American Express

About

A decade of experience in building brands, marketing strategy, content development, and client engagement. Led successful marketing initiatives for top brands like American Express, adidas, Marks & Spencer, and National Geographic. Specializes in data-driven strategies, innovative campaign ideation, and a creative approach to storytelling, consistently driving business growth and enhancing customer engagement and retention. Strong leadership and international experience, combined with an MBA in Marketing & Business Analytics, as well as a Master's in Psychology, enable delivery of strategic insights and impactful results.

Location

Gurugram

AI stack

claude

gemini

Work experience

Brand Lead at Heads Up For Tails, Oct 2024 - Present · 2 yrs 1 mo, India

Marketing Specialist at engin sciences inc, Jun 2023 - Sep 2023 · 4 mos, New York, United States, • Brand Strategy – Analyzed new markets and emerging industries, including the cannabis industry, to identify recruitment trends, target audiences, and insights in order to develop a brand re-positioning strategy to help the SaaS recruitment platform expand into new industries. • Customer Analytics – Monitored market trends, competitive landscape, and customer behaviors, using tools and generative AI to identify potential sales opportunities and create a personalized insights platform to identify critical issues and enhance client engagement.

Senior Analyst - Brand & Digital at American Express, Apr 2021 - May 2022 · 1 yr 2 mos, India, • Brand & Digital Strategy – Spearheaded the website, digital, social and paid media strategy for over 10+ portfolio & premium consumer products for the India Business, operating an annual budget of $600K, leading a team of two junior analysts to drive customer retention & engagement. • Go-To-Market Strategy – Headed planning, implementation and GTM strategies for product launches, brand campaigns, B2B partnership programs and more, focused on driving customer acquisition, retention, enhancing brand loyalty, engagement, and generating leads. • Campaign & Content Planning – Drove cross-functional collaboration amongst key business units, product managers, sales teams and agencies, to devise long-term digital & e-mail content strategies, plus milestone campaigns like #DontMakeHistoryWithoutIt, celebrating 100 years of Amex in India, #ShopSmall, a global campaign supporting small businesses and #MetalMakesItHappen, a rebrand of the iconic Platinum Card. • Platform Optimization – Regularly optimized digital campaigns through insights derived from A/B tests, STP strategies and custom audience targeting, surpassing previous channel benchmarks by 150% and enhancing customer engagement by 27% in one year. • Product Marketing – Proactively tested, launched and drove adoption for personalized marketing features on the India cardmember website, leading to an 11% uplift in premium cardmember engagement, and an international training case study for Amex global digital marketing teams. • Project Management – Planned and implemented foundational campaign frameworks from inception, while adeptly managing a multi-tiered stakeholder approval process and maintaining global brand guidelines across platforms and products. • Cross-Functional Collaboration – Partnered with Agencies and C-level management across Central Brand, Legal, Tech, Policy, Product, Design, CRM & Sales teams, to launch products, track key business drivers and marketing impact on YoY business goals.

Group Head at Dentsu Isobar, Jun 2020 - Dec 2020 · 7 mos, India, • Client & Team Management – Supervised a team of 10+ writers, designers, and social media strategists, as the Social lead for key global accounts like American Express, adidas, National Geographic, Marks & Spencer, and Kia Motors worth $550K annually. • Demand Generation – Launched the Marks & Spencer 'Bra Fit Challenge', an integrated influencer-led campaign which resulted in 70K+ customer visits across 75+ stores in one month and a 167% ROI for the brand in its lingerie category.

Senior Manager - Social Media Marketing at Dentsu Isobar, Apr 2019 - Jun 2020 · 1 yr 3 mos, Gurugram, Haryana, India, • Content & Platform Innovation – Directed the innovative use of social platforms and content with campaigns like #TheStoryThatStays – an innovative Instagram story that singularly drove 2 million pledges for NatGeo’s global Planet or Plastic campaign and the digital launch of the Kia Seltos, which contributed to a 102% increase in previous platform benchmarks and 40,000 cars sold in the first 4 months. • Project Management & Awards – Built and led the internal Social Media Awards team of 12 members, responsible for crafting global award entries, leading to multiple agency awards, including 4 consecutive wins and a Gold in 2019 at the global Campaign APAC Agency of the Year Awards.

Manager - Social Media Marketing at Dentsu Isobar, Jul 2018 - Apr 2019 · 10 mos, Gurugram, Haryana, India, • New Business Pitches – Led over 40 creative pitches for clients like Coca Cola, Domino’s, British Council etc. winning over 10 accounts, including key global clients like Kia Motors and Marks and Spencer, worth $312K annually. • Agency & Influencer Management – Guided collaborations with global and domestic agencies, creative teams, PR, research and influencer agencies to develop consumer-centric strategies for clients, while maintaining both brand integrity and strategic partnerships.

Product Marketing Executive at EazyDiner, Jul 2015 - May 2016 · 11 mos, Gurugram, Haryana, India, • Product Marketing – Liaised with Tech, Marketing and Sales teams to improve UI/UX on digital assets and launch new digital initiatives; helped design wireframes, test, and launch a B2B app resulting in acquisition of over 500 new restaurant partners in 3 months. • Content Strategy- Devised content strategies to drive brand visibility, resulting in 60% increase in online reservations in 6 months.

Education

Master of Business Administration - MBA, Business, Management, Marketing, and Related Support Services, Babson F.W. Olin Graduate School of Business

Master of Arts - MA, Psychosocial and Clinical Psychology, Dr. B. R. Ambedkar University Delhi (AUD)