● OPEN TO OPPORTUNITIES✦MARKETING STRATEGIST✦ORM SPECIALIST✦INFLUENCER MARKETING✦CONTENT STRATEGY✦BRAND VOICE✦DELHI, INDIA✦90–120 INTERACTIONS DAILY✦● OPEN TO OPPORTUNITIES✦MARKETING STRATEGIST✦ORM SPECIALIST✦INFLUENCER MARKETING✦CONTENT STRATEGY✦BRAND VOICE✦DELHI, INDIA✦90–120 INTERACTIONS DAILY✦
Awareness Phase · Open To Hire
Yukta
Sinha Roy
Marketing Strategist · ORM Specialist · Influencer Marketing · Content Creator
I don't just run campaigns. I build the systems, the voice, and the strategy that make brands impossible to ignore — from Zomato's ORM war room to African export markets.
0
Brand interactions
handled daily at Zomato
handled daily at Zomato
0
Progressive
marketing experience
marketing experience
0
Campaign portfolios
built & documented
built & documented
0
Industries —
food-tech, ed-tech, apparel
food-tech, ed-tech, apparel
Delhi · Available Now
Marketing Strategist
Core Arsenal
What I Actually
Bring to the Table
Bring to the Table
01
Influencer Marketing
Creator briefs, end-to-end partnerships, campaign performance tracking and optimisation
02
ORM at Scale
90–120 daily brand interactions, escalation ownership, tone-of-voice consistency
03
Content Strategy
Platform-native content, hooks, carousel scripts, reel scripts, brand voice systems
04
Market Entry Strategy
Go-to-market planning, African export strategy, multi-country channel mapping
05
Data & Reporting
SLA management, weekly insight reports to leadership, SOP creation, trend analysis
06
Team Operations
Quality framework design, new hire training, cross-functional coordination
Field Experience
The Proof
Is in the Work
Is in the Work
Zomato
Senior Marketing Associate — Central Strategy
APRIL 2026 — MAY 2026
- Led end-to-end influencer and content marketing campaigns at India's biggest food-tech brand
- Managed creator partnerships precisely aligned to brand identity and campaign KPIs
- Built content strategies driving measurable engagement and brand visibility improvements
- Tracked and optimised live campaigns using real-time performance data continuously
Zomato
Online Reputation Management Associate
FEBRUARY 2025 — MARCH 2026
- Managed 90–120 daily social media interactions — zero-compromise brand tone, every single day
- Primary POC for complex escalations across PR, Product and Business simultaneously
- Designed quality frameworks from zero; trained new hires to measurably higher team benchmarks
- Delivered weekly leadership insight reports and built new SOPs improving workflow efficiency
Zomato
Chat Process Associate — ZAAP
SEPTEMBER 2024 — JANUARY 2025
- Resolved live food-delivery customer queries via chat with consistent high CSAT scores
- Contributed to Zomato Birthday Calling and District cross-functional projects
Medibuddy Vhealth
Customer Service Associate
DECEMBER 2023 — AUGUST 2024
- Delivered premium service for healthcare membership subscribers with care at every touchpoint
- Consistently exceeded quality auditing metrics — top performance maintained month-over-month
Mock Campaign Portfolio
4 Campaigns.
Real Thinking.
Real Thinking.
IS
Internshala
Mock Campaign · Social Media · Content Writing
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About the Project
A mock social media campaign for Internshala tackling the real problem Indian college students face — not lack of effort, but lack of direction. The campaign uses emotionally honest, relatable content to move confused students from paralysis to purposeful action.
Objective
- Increase engagement among college students aged 18–24
- Encourage first-time internship applications through the platform
- Position Internshala as the most accessible, human platform for students
Target Audience
- College students 18–24 struggling to get their first internship
- Feel behind compared to peers — anxious, overwhelmed, confused about where to start
- Mass-applying without strategy and getting rejected repeatedly
Key Insight
"Students don't lack effort — they lack direction and clarity. The platform that gives them that wins their loyalty forever."
Content Strategy
- Relatable struggle-based hooks to capture attention and build immediate trust
- Educational content with actionable, specific steps — peer advice not lectures
- Mix of humour and genuine value — content that gets saved AND shared
Content Execution
Reel 1 · Instagram / YouTube Shorts
Applying Without Strategy vs Applying Smart
Hook: "Applying to every internship with no strategy vs applying with an ATS-friendly, JD-tailored resume"
First half (struggle): B-rolls of rejection emails, mass-applying with same resume, chaotic scrolling — repetitive visuals showing lack of direction and growing frustration.
Second half (shift): Calm transition. Editing resume to match JD. Using Internshala filters for ₹10k+ roles only. Focused, intentional applications. Clean visuals.
Ending: Phone showing an incoming recruiter call. Music: "All the time I'm happy all the time" — ironic contrast with the earlier struggle, subtle humour.
First half (struggle): B-rolls of rejection emails, mass-applying with same resume, chaotic scrolling — repetitive visuals showing lack of direction and growing frustration.
Second half (shift): Calm transition. Editing resume to match JD. Using Internshala filters for ₹10k+ roles only. Focused, intentional applications. Clean visuals.
Ending: Phone showing an incoming recruiter call. Music: "All the time I'm happy all the time" — ironic contrast with the earlier struggle, subtle humour.
Why this works
Emotionally relatable — every student has lived this exact rejection spiral
Trending audio format drives organic reach and saves
Strong before/after visual contrast makes the message land instantly
Realistic outcome (one callback, not 10 offers) builds credibility
Reel 2 · UGC Style
How I Landed a ₹10K Internship in 2nd Year
Hook: "how i landed a ₹10k/month internship in 2nd year & u can do it in 4 steps too (no connections btw)"
Step 1: Stop doomscrolling, start upskilling. 1–2 solid courses + certificates + small proof projects.
Step 2: Stop mass applying. Filter Internshala for recent ₹10k+ roles only. Tweak resume for each JD (yes, every time).
Step 3: Don't go blank in interviews. Practice mock/AI interviews. Prepare answers beforehand.
Step 4: Stay consistent. Rejections ≠ you're bad. Better approach = better results.
Ending: "Lock in and download Internshala — all the best."
Step 1: Stop doomscrolling, start upskilling. 1–2 solid courses + certificates + small proof projects.
Step 2: Stop mass applying. Filter Internshala for recent ₹10k+ roles only. Tweak resume for each JD (yes, every time).
Step 3: Don't go blank in interviews. Practice mock/AI interviews. Prepare answers beforehand.
Step 4: Stay consistent. Rejections ≠ you're bad. Better approach = better results.
Ending: "Lock in and download Internshala — all the best."
Why this works
Feels like peer advice, not a sponsored lecture — massive trust builder
Short, punchy lines keep thumb-scroll attention throughout
Mix of humour and actual value drives saves and shares
Carousel · LinkedIn / Instagram
Career Advice I Ignored (And You Should Too)
Slide 1: "Career Advice I Ignored (and you should too)" — bold cover, bright blue, cat-meme visual, immediately scroll-stopping.
Slide 2: Advice: "Wait till 3rd year to apply" → Reality: You're already late. Start whenever you feel ready.
Slide 3: Advice: "Your degree decides your career" → Reality: Skills + proof > degree. Always.
Slide 4: Advice: "Lie about experience" → Reality: You'll get exposed in a week. Build real skills instead.
Slide 5: "Start small. Start now. With Internshala." — CTA slide with logo and platform link.
Slide 2: Advice: "Wait till 3rd year to apply" → Reality: You're already late. Start whenever you feel ready.
Slide 3: Advice: "Your degree decides your career" → Reality: Skills + proof > degree. Always.
Slide 4: Advice: "Lie about experience" → Reality: You'll get exposed in a week. Build real skills instead.
Slide 5: "Start small. Start now. With Internshala." — CTA slide with logo and platform link.
Why this works
Highly shareable — people tag friends and cousins who need to hear this
Directly addresses fears students actually hear from relatives every day
Makes Internshala feel like an ally, not an ad platform
DX
Durex India
Case Study · Influencer Marketing · Social Media
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About This Study
A deep-dive analysis into how Durex India built one of the country's most engaging FMCG social media presences in a category India barely discusses publicly. The study breaks down their strategy, why it works, and what could be done better.
The Core Challenge Durex Solved
"How do you build a brand in a category India doesn't publicly discuss? You make them laugh first — and let creators carry the conversation."
Strategy Breakdown
- Humour as disarmament: Durex India uses X/Twitter as a comedy account first, product account second — making shareable content that people forward without it feeling like an ad
- Cultural moment hijacking: Rapid reactive posts during IPL, elections, festivals with product-adjacent wit — massive organic reach, zero paid boost needed
- Mid-tier creator strategy: Partners with relatable creators discussing relationships and wellness — normalising conversation in authentic context, not just celebrity endorsements
- Platform-native content: X gets wit and reactive humour. Instagram gets visual storytelling. YouTube gets long-form educational content. Each platform treated differently.
What I Would Improve
- Stronger female-creator representation in the influencer mix to authentically reach women buyers
- More long-form YouTube content to build SEO and reduce stigma through credible education
- Regional language content strategy — vernacular markets massively underserved in this category
- Better CTA integration on organic posts — engagement is high but conversion tracking is weak
Key Takeaways
Humour
Primary brand weapon
Mid-tier
Creator sweet spot
Platform
Native content = key
Culture
First, product second
FV
Fevicol
Case Study + Mock Campaign Extension
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About This Study
How does a B2B adhesive used by carpenters become a household name that people use as a synonym for "bond"? This study breaks down the Fevicol miracle — and proposes a Gen Z campaign extension that stays true to the brand's 60-year positioning.
The Central Insight
"Fevicol never talks about adhesive strength. It talks about bonds — family, friendship, love. The product is the metaphor. That's the entire strategy."
Strategy Analysis
- Emotional over functional: Zero ads about how strong the glue is. Every ad about the strength of human connections. Emotion IS the differentiator.
- Desi humour at its best: Rural, slice-of-life stories that feel authentic to Bharat — not metro-only India. This gives them national penetration no amount of urban-first marketing can buy.
- 60 years, same positioning: "Mazboot Jod" has never changed. Consistency over decades is the brand lesson every startup gets wrong.
- Social media adaptation: Instagram memes, reactive X posts — same brand wit extended perfectly into digital without losing identity.
My Campaign Extension: "Kuch Cheezein Nahi Badaltein"
Campaign Concept · Instagram Reels + YouTube Shorts
Kuch Cheezein Nahi Badaltein
Insight: Gen Z is deeply nostalgic for things that last in a world of swipes, unfollows, and 24-hour stories.
Concept: A series of short reels showing things that never change — your nani's exact recipe, your school best friend's laugh, your favourite childhood cartoon jingle — ending with: "Kuch cheezein nahi badaltein. Fevicol ka jod bhi nahi."
UGC Extension: Ask audiences to share their own "nahi badlegi" moments — the habit, relationship, or memory that's stuck forever. Turns a campaign into a community movement.
Concept: A series of short reels showing things that never change — your nani's exact recipe, your school best friend's laugh, your favourite childhood cartoon jingle — ending with: "Kuch cheezein nahi badaltein. Fevicol ka jod bhi nahi."
UGC Extension: Ask audiences to share their own "nahi badlegi" moments — the habit, relationship, or memory that's stuck forever. Turns a campaign into a community movement.
Why this works
Taps directly into Gen Z nostalgia trend — massive organic sharing potential
UGC extension makes it a cultural conversation, not just a campaign
Perfectly on-brand — "Mazboot Jod" extended into the digital generation
Platform-native execution — short-form first, community-led amplification
Real Client Work
Freelance Projects
— Actual Briefs
— Actual Briefs
Ed-Tech · Pharma AI · Freelance
Rxverse.in
The world's first AI-powered textbook platform built exclusively for pharmacy students came to Yukta with zero brand presence. She built everything from the ground up — the voice, the content, the community strategy — for a niche that no one had spoken to in a compelling way before.
- Developed complete brand voice and tone-of-voice guidelines from scratch
- Created end-to-end content strategy tailored to pharmacy students' specific pain points
- Built social media presence on Instagram and LinkedIn — audience growth from zero
- Designed student community engagement campaigns that drove platform sign-ups
- Identified and outreached niche influencers — pharmacy educators, student creators, healthcare voices
Apparel · Export · Africa GTM · Freelance
Toppers United
Toppers United needed to crack African markets for their Indian school uniform and corporate apparel exports. Yukta was handed the full brief — research, strategy, influencer mapping, content direction — and delivered a complete go-to-market playbook for 3 African countries.
- Conducted market research across Nigeria, Kenya & Ghana — audience profiles and competitor landscape mapped
- Developed export-focused brand positioning: "Premium Indian quality for the African professional"
- Built influencer identification framework — micro creators (50K–200K) in fashion and lifestyle across 3 markets
- Designed platform strategy: Instagram + TikTok B2C, WhatsApp Business for B2B retailer acquisition
- Delivered multi-country digital marketing roadmap and channel partner outreach strategy
"Marketing isn't a department. It's the heartbeat of every decision a brand makes — and I intend to keep it beating."
— Yukta Sinha Roy · Marketing Philosophy
Action Phase
Make
The Call.
The Call.
Open for full-time, freelance, and consulting opportunities in marketing strategy, ORM, content creation, and influencer marketing. I bring proof. Not promises.
Emailsinharoyyukta@gmail.com
LinkedInlinkedin.com/in/yuktasinharoy
LocationDelhi, India 🇮🇳
EducationBA Journalism & Digital Media — IGNOU (2024–2027)
Available for Marketing, Content & Influencer Roles
Full-time, freelance, or consulting. I'm ready for the next campaign. Is it yours?