Marketing Portfolio

Siddhi Shah.

Seeking Marketing Roles · MS Marketing Analytics · Simon Business School

3.5+ years of turning real business problems into measurable outcomes across brand strategy, digital marketing, and analytics. I studied economics, spent time in HR understanding how people and organisations work, then pivoted fully into marketing and never looked back. I build things that work and tell stories that land. Off the clock, you will find me cooking something ambitious, reorganising my entire room, or colour-coordinating my wardrobe, because creativity doesn't switch off after work.

Brand Strategy Digital Marketing GTM Strategy Marketing Analytics Growth Marketing
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Siddhi Shah
Available for Hire
Full-time · 2026
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Siddhi Shah at University of Rochester
Simon Business School
Siddhi Shah on campus
Rochester, NY
Siddhi Shah on campus
University of Rochester
5
Projects
Brand strategy, GTM, digital growth, analytics, and marketing campaigns across real clients
3.5+
Years Experience
Analyst at Tresvista, Marketing & Analytics Manager at Puja Stationery, and MS marketing roles
MS
Marketing Analytics
Simon Business School, University of Rochester, New York
15,000+
SKUs Analysed
Excel-driven inventory analysis for Puja Stationery's 43-year-old portfolio
Selected Work

Strategy. Execution. Impact.

Every project below is real: real clients, real challenges, real strategic thinking from discovery through execution.

01
Brand StrategyGTMSEODigitalB2B

Puja Stationery · Full Brand Transformation

Marketing & Analytics Manager
Varanasi, India  |  Oct 2023 – Jul 2025

A stationery business with 43 years of trust and zero digital footprint. I walked in, asked the right questions, and built their entire brand from scratch: 4 customer personas, a full brand system, a live SEO-optimised website, and a 90-day GTM plan across 3 segments. By the end, they had a Google-verified website ranking in Search Console, a WhatsApp catalog converting B2B buyers, and 8 strategy documents that gave a 43-year-old business its first real marketing playbook.

GTM Strategy · 3 Target Segments
Buyer
School principals, purchase committees, stationery coordinators
Channel
WhatsApp catalog · Direct sales visits · Annual bulk orders
Key Message
43 years of trusted supply. Bulk pricing. Reliable delivery before term starts.
KPI
No. of school accounts onboarded · Repeat order rate
View Live Website ↗
Digital Maturity Score
0
/100
Zero Digital Presence
No website, no Google visibility, no analytics, no digital B2B channel.
🌐 Web Presence 0%
🔍 Search Visibility 0%
📊 Analytics & Data 0%
✍️ Content & SEO 0%
💬 B2B Digital Channel 0%
43+
Yrs of Trust
8
Brand Deliverables
3
Target Segments
4
Customer Personas
Excel AnalyticsGoogle AnalyticsSearch ConsoleTechnical SEOBrand StrategyGTM PlanningKPI Dashboards
📁 Brand Deliverables
View 8 Brand Documents ↗
Discovery Brief · Brand Audit · Personas · Strategy · Style Guide · Collateral · GTM · 90-Day Plan
02
Content StrategySocial MediaBrandCommunity

Simon Marketing Association

VP of Relations & Outreach
Rochester, NY  |  Aug 2025 – Present

No account, no content, no brand voice. Just a brief that said "make it relatable." I built three original weekly content series, designed posts that felt human over promotional, and went Reels-first before anyone asked. Thirty days later: 16,044 views, 2,950 accounts reached, and 55% of them had never heard of SMA before. Turns out, content that teaches beats content that sells. Every time.

SMA Board Members
SMA Board · Simon Business School
Content Performance · Last 30 Days
Click any row to see the insight
Non-followers
Followers
🎬 Reels
7,620 views total
5,669 non-followers
1,951
📖 Stories
5,301 views total
2,023
3,278 followers
📌 Posts
3,123 views total
1,180
1,943 followers
Click any row to see the insight ✦
Overall Audience Split
55.3% Non-followers
44.7% Followers
SMA
simonmarketingassociation
Simon Business School · Rochester, NY
Experience Marketing Differently
16,044
Views
2,950
Reached
3
Content Series
55.3%
Non-Followers
Content StrategySocial MediaCopywritingBrand ManagementEvent Marketing
03
ConsultingMarket ResearchGTM StrategyB2B & B2C

Safety Zone · Market Entry & GTM Strategy

Pro-Bono Consultant
Simon Vision Consulting  |  Aug – Dec 2025

100M+ Americans avoid a Top-9 allergen, yet less than 2% of frozen meal SKUs are safe for them. That gap is the business case. As a pro-bono consultant, I sized a $365B market, mapped the competitive landscape, segmented 5 B2B institutional buyer groups, and built a B2B-first GTM strategy from the ground up. The result: Safety Zone walked into meetings with 2 university dining programs before the semester was even over.

TAM / SAM / SOM Analysis · 2030 Forward View
TAM$157B
Global ghost kitchen market by 2030 · baseline $365B
SAM$4B
U.S. ghost kitchen market · baseline $6B
SOM$18M
Certified partner kitchens × avg revenue × take-rate · baseline $30M
💡 Biggest opportunity in allergen-free meals (high margin). Ghost kitchens + delivery apps act as distribution engines.
SVC Fall Showcase December 2025
SVC Fall Showcase · December 2025
5
B2B Segments
3
GTM Phases
2
Uni Meetings
Market ResearchCompetitive AnalysisB2B SegmentationGTM StrategyStakeholder Presentation
04
Digital StrategySEODTC CommerceInfluencer Marketing

Rocky's Roadhouse · Digital Growth Strategy

Digital Growth Strategy
Simon Business School  |  Jan – Mar 2026

Beef up 18.7%, takeaway target up 60%, and a website stuck in 2015. Rocky's needed a real strategy, not a mood board. I built a 5-module digital growth plan: said no to a mobile app with data-backed thresholds, proved that every third-party order was bleeding $12-18 in margin, designed a 4-pillar SEO framework, and built a hyper-local micro-influencer program. The financials made sense.

Siddhi Shah presenting Rocky's Roadhouse strategy
Rocky's Roadhouse Strategy Presentation · Simon Business School
App Investment Unlock Thresholds
Data-driven criteria before a standalone app is justified
📱 Mobile Web Orders
Current: ~18% Target: 40%
🔒 Not yet unlocked
🔄 Repeat Order Rate
Current: ~12% Target: 25%+
🔒 Not yet unlocked
🏆 Loyalty Members
Current: ~8K Target: 50K
🔒 Not yet unlocked
None of the thresholds are met in 2025. Recommendation: invest in mobile web and loyalty first earn the right to build an app.
4-Pillar SEO Framework
📍
Local SEO
Optimise Google Business Profile, post weekly updates, and dominate "near me" searches. Immediate priority for Rocky's regional audience aged 35 to 65.
⚙️
Technical SEO
Fix site speed, mobile usability, and structured data. Update title tags and meta descriptions. The website is stuck in 2015 and search engines know it.
🔑
Non-Brand Keywords
Target searches like "best ribs in Rochester" and "steakhouse near me." High intent, zero competition from Rocky's right now. Pure untapped revenue.
⭐
Review Management
Post-meal review requests, loyalty incentives, proactive responses. Reviews are a local SEO ranking factor and Rocky's isn't using this lever at all.
5
Modules
4
SEO Pillars
DTC
Recommended
Digital StrategySEO FrameworksChannel EconomicsInfluencer StrategyMarketing Ethics
05
AnalyticsTableauPythonHR Analytics

Tresvista · Analytics & Training Optimisation

Analyst
Tresvista Financial Services · Mumbai  |  Jun 2022 – Sep 2023

My first real job taught me that data without context is just noise. I dug into 5 years of performance data across 2,500+ new hires, found the training gaps nobody had looked for, automated 70+ weekly report cards with Python, and redesigned onboarding modules around real client work. Error rates dropped 15%, training effectiveness went up 25%, and my team got 30% of their time back. Less guesswork. More impact.

Before vs After · Key Metrics
Error Rate
Before
After
↓ 15%
Training Eff.
Before
After
↑ 25%
Manual Work
Before
After
↓ 75%
90-Day Retention
Before
After
↑ 10%
Before
After
Tresvista Office Mumbai
Tresvista Financial Services · Mumbai, India
Impact Dashboard
70+
Weekly Reports Automated
75%
Manual Work Eliminated
30%
Team Capacity Freed Up
~3hrs
Saved Per Report Per Week
Python scripts replaced a manual copy-paste process done by 3 analysts every Monday morning. Once automated, the team redirected that time to client engagement work.
2,500+
Hires Analysed
75%
Manual Work Cut
70+
Reports Automated
PythonTableauExcelData VisualisationPerformance Analytics
Capabilities

What I Bring to the Table

Roles I'm Targeting
Brand Marketing Digital Marketing Growth Marketing Marketing Analytics GTM Strategy Product Marketing
🎯
Brand Strategy
Brand positioning & identity
Customer segmentation
Competitive analysis
Value proposition design
SWOT & market analysis
🚀
Digital & Growth
GTM strategy & planning
Social media marketing
WhatsApp & mobile marketing
SEO fundamentals
Google Ads basics
📊
Analytics
Python, R & SQL
Tableau & Power BI dashboards
Excel & Google Sheets
KPI framework design
Performance reporting
🧠
Soft Skills
Client presentations
Cross-functional collaboration
Stakeholder management
Creative problem solving
Fast learning & adaptability
Tool Proficiency
Excel & Google Sheets95%
SQL (MySQL)60%
Tableau85%
Python72%
Google Analytics88%
Canva / Design Tools90%
Experience Mix
3.5+ YRS EXP
Brand & Strategy35%
Analytics28%
Digital Marketing22%
Operations15%
University of Rochester campus
University of Rochester
Every project left a mark.
Here's the trail.
Career Path

Project Journey & Impact Timeline

Jun 2022 – Sep 2023
Tresvista · Analyst
Analysed 2,500+ new hires · Automated 70+ reports · 75% manual work cut
Oct 2023 – Jul 2025
Puja Stationery · Marketing & Analytics Manager
15,000+ SKU analysis · Full brand overhaul · Live website launched · 90-day GTM plan
Aug – Dec 2025
Simon Vision Consulting · Pro-Bono Consultant
GTM strategy for allergen-free food startup · $83.5B market opportunity sizing
Jan – Mar 2026
Rocky's Roadhouse · Digital Growth Strategy
5-module digital strategy · Faculty recognition · DTC-first recommendation
May 2026 →
Open to Full-Time Roles
Brand Marketing · Digital Marketing · Growth · Marketing Analytics
Key Marketing Impact Across Projects
IG Views
16,044 views
Non-follower reach
55.3% organic
Market sized
$83.5B
Uni meetings won
2 secured
3P margin erosion
20-30% quantified
Brand personas
4 built
Credentials

Certifications, Courses & Research

Industry-recognised credentials, academic research, and data analytics training that back up the skills I bring to every project.

Google Feb 2026
Google Analytics Certification
Google · Skillshop
Valid until Feb 2027 · ID: 175063962
Verified via QR code on certificate
Meta × Coursera Oct 2025
Marketing Analytics Foundation
Meta · Authorized by Meta, offered via Coursera
Adj. Prof. UCLA Anderson School of Management
Verify Certificate
ANA Jan 2026
Introduction to MarTech
Association of National Advertisers
Developed by Transparent Partners
Certificate of Completion · ANA
Rutgers × Coursera Jul 2020
Business Intelligence & Competitive Analysis
Rutgers, The State University of New Jersey
Offered via Coursera
Verify Certificate
LinkedIn Learning Jul 2021
Learning Data Analytics
LinkedIn Learning · NASBA CPE Accredited
4.40 CPE Credits · Cert No: AW3OOKzlWU6m
NASBA Registry ID: #140940
Published Research 2022
Relation Between Stock Prices & Inflation in India
Narsee Monjee Institute of Management Studies
Bachelor of Science in Economics · Bangalore, India
View Publication
Get In Touch

Let's Work Together.

I am actively looking for entry-level marketing roles where I can bring strategic thinking, creative energy, and analytical rigour to a team that is building something great.

Email [email protected]
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LinkedIn linkedin.com/in/siddhishah1306
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Liked what you saw? Let's turn that into a conversation. Book a chat 📅
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Available for full-time marketing roles · 2026
Currently Based In
Rochester, New York, USA
Open to relocation and remote opportunities globally.
Simon Business School
MS Marketing Analytics
University of Rochester · New York · 2026
Previous: 1.5 yrs Analyst, Tresvista · 2 yrs Marketing & Business Analytics Manager, Puja Stationery