MALAVIKA VIJAYAKUMAR
Chennai
Summary
Dynamic Marketing Executive with a proven track record at TVS Emerald, excelling in marketing collateral development and cross-functional collaboration. Successfully led creative initiatives, enhancing brand visibility and customer engagement. Skilled in project management and vendor negotiation, driving impactful marketing strategies that resonate with target audiences.
Overview
3
3
years of professional experience
1
1
Certification
Work History
Marketing Executive
TVS Emerald
Chennai
07.2023 - Current
- Creative Development & Collateral Management: Led the design and execution of marketing collaterals across major residential projects (Elements, Estate, Udyana, Heartland, Isle of Trees, Cascadia, Serene Springs), including brochures, floor/unit plans, AVs, videos, flyers, and standees, supporting end-to-end project launch phases.
- Site Branding & Sales Gallery Readiness: Oversaw complete site branding and readiness ahead of sales gallery launches. Managed installation and snag-check processes for brand touchpoints such as sample apartments, photo backdrops, legacy/value walls, and balconies/windows.
- Agency & Stakeholder Coordination: Liaised with leading creative agencies (Dentsu, CreativeLandsAsia) and cross-functional teams. Delivered detailed creative briefs and ensured all assets aligned with brand guidelines and project timelines.
- Content & AV Development: Researched, scripted, and produced marketing content and high-impact videos that highlighted project USPs, location advantages, and amenities. Developed internal and promotional AVs to boost engagement.
- Event & Campaign Branding: Drove the creation and delivery of branding materials for key events including sales launches, channel partner meets, and allotment days—ensuring brand consistency and timely execution.
- Brand Storytelling – TVS Emerald Journey Video: Conceptualized and developed a brand video capturing TVS Emerald’s growth across Chennai and Bangalore, strengthening brand identity and recall.
- Cost Optimization & Vendor Management: Achieved cost savings through effective vendor negotiations. Streamlined inventory and logistics of printed materials to meet on-site marketing needs efficiently.
- Customer Experience Enhancements: Launched a memorable gifting initiative for customers on allotment day—curated baskets with personalized notes—enhancing brand warmth and customer delight.
Suguna Foods
04.2022 - 06.2022
- Consumer Behavior Research: Conducted in-depth research on consumer preferences for branded vs. unbranded eggs and poultry products across urban and semi-urban markets through direct interactions and fieldwork.
- Retail Channel Analysis: Assessed product placement, visibility, pricing, and consumer engagement in General Trade (GT) outlets. Mapped insights across supermarkets, kirana stores, and local markets to identify key purchase drivers.
- Competitive Benchmarking: Performed comprehensive competitive analysis of industry players, evaluating product offerings, packaging, pricing strategies, and promotional activities.
- Consumer Segmentation & Perception Study: Studied purchasing behavior for Commercial, Farm Fresh, and Speciality eggs, focusing on nutritional awareness, brand perception, and decision-making factors.
- Brand Strategy Development: Proposed strategies to improve visibility and engagement for Suguna’s Speciality Eggs, including targeted product education and sampling initiatives.
- Survey Design & Analysis: Created and implemented consumer surveys to gather insights on brand awareness, product preferences, and sales impact, supporting data-driven marketing strategies.
- Strategic Recommendations: Delivered actionable recommendations on growth opportunities and market penetration based on trends and behavioral insights, influencing retail and marketing strategy.Conducted in-depth research on consumer behavior and preferences towards branded vs. unbranded eggs and poultry products across urban and semi-urban markets by directly interacting with the consumers.
Education
PDGM -
Great Lakes Institute of Management
01.2023
BBA -
Kerala University
01.2021
Skills
- Briefing & Communication
- Marketing collateral development
- Project & Vendor Management
- Site & Event Readiness
- MS Office & Word
- Cross-functional collaboration
- Networking and relationship building
- Branding & Creative Direction
- Agency coordination
- Content writing
- Market research
- Customer engagement
- Project management
- CRM management
Certification
- Email etiquette and professional business email writing | Udemy
- Microsoft Powerpoint Course | Udemy
- Business communication | Alison LMS
Accomplishments
- Recognized for leading a focused initiative to improve Google Maps ratings across five major residential projects, boosting average ratings from below 4.0 to 4.6-4.9 stars.
- Recognized for Implementing QR-based review systems, customer engagement strategies, and on-site support teams and successfully generating over 1,800+ positive reviews across all launches, enhancing brand visibility and first impressions for potential homebuyers.
- Acknowledged for supporting the achievement of sales targets for Projects 'Elements' and 'Estate' through strategic marketing initiatives and close cross-functional collaboration with the sales team.
Languages
Malayalam
First Language
English
Proficient (C2)
C2
Timeline
Marketing Executive
TVS Emerald
07.2023 - Current
Suguna Foods
04.2022 - 06.2022
PDGM -
Great Lakes Institute of Management
BBA -
Kerala University
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