Marketing Portfolio

Siddhi Shah.

Seeking Marketing Roles · MS Marketing Analytics · Simon Business School

I turn data into decisions and strategies into things that actually ship, spanning brand, digital, and analytics. Six real clients, 200K campaigns analysed, one live website built from scratch, and a stationery brand that went from zero digital footprint to Google-verified in under two years. If your marketing team argues about channels instead of audiences, I have a dashboard for that.

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
6
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
200K+
Campaigns Analysed
HubSpot deep-dive across 6 channels, 5 segments, and 5 U.S. markets, built end-to-end
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

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
HubSpotCRM AnalyticsPythonData Viz

Why Channel Doesn't Matter: A HubSpot Deep Dive

HubSpot Marketing Hub  |  End-to-End Build

200,000 campaign records. 6 channels. 5 customer segments. 5 U.S. markets. I built this end-to-end: Python for data cleaning, 13 custom CRM properties, 7 active segments, and two custom dashboards with 9 analytical reports. The headline finding: channel doesn't matter as much as everyone thinks. All six channels hit ROI parity. The real lever is audience targeting. Every finding is embedded as a strategic recommendation directly in the dashboard.

3 Headline Findings
200K records · Jan–Sep 2021
📡
01 Channel Parity

All 6 channels perform within 0.03 ROI of each other. The differentiator is who you target, not where you show up.

→ Reallocate 20% of channel budget to audience targeting
📅
02 30-Day Campaign Dominance
5.01
ROI
8.02%
Conversion
5.51
Engagement
Peak on all 3 simultaneously
→ Standardise default campaign length to 30 days
🔄
03 Inverse Engagement–ROI
Men 18–24
Engagement 8.02% ↑
ROI 4.98 ↓
→ Awareness
Men 25–34
Engagement 8.01%
ROI 5.02 ↑
→ Conversion
→ Two-stage funnel: awareness for 18–24, conversion for 25–34
HubSpot · Multi-Channel Campaign Performance | 2021
HubSpot Multi-Channel Campaign Performance Dashboard
HubSpot · Audience Intelligence Dashboard | 2021
HubSpot Audience Intelligence Dashboard
What Was Built
🐍
Python · Data Cleaning
200K records cleaned and structured for CRM import
🏗️
13 Custom CRM Properties
Built from scratch in HubSpot Marketing Hub
🎯
7 Active Segments
Demo + psychographic segmentation across 5 U.S. markets
📊
2 Custom Dashboards · 9 Reports
Audience Intelligence + Multi-Channel Campaign Performance
200K
Campaigns
6
Channels
9
Reports Built
5
U.S. Markets
HubSpot Marketing HubPythonCRM AnalyticsCustomer SegmentationDashboard DesignCampaign Analysis
03
Content StrategySocial MediaBrandCommunity

Simon Marketing Association

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
16,044 total views across 3 formats
🎬 Reels
7,620
total views
74.4% new audience
Discovery engine. Reels-first strategy before it was asked.
📖 Stories
5,301
total views
61.8% existing followers
Retention format. Polls kept the community coming back.
📌 Posts
3,123
total views
Balanced split
Highest saves. People bookmarked to return later.
Overall Audience Split · 2,950 accounts reached
55.3% Non-followers · 1,633
44.7% Followers · 1,317
✦ Over half the audience had never heard of SMA. Reels drove discovery. Stories built loyalty. Every format had a job.
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
04
ConsultingMarket ResearchGTM StrategyB2B & B2C

Safety Zone · Market Entry & GTM Strategy

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
05
Digital StrategySEODTC CommerceInfluencer Marketing

Rocky's Roadhouse · 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
06
Python AutomationData AnalyticsPerformance ReportingProcess Optimisation

Tresvista · Where I Learned to Let Data Lead

Tresvista Financial Services · Mumbai  |  Jun 2022 – Sep 2023

Before I ever ran a campaign, I learned how to read data without flinching. Five years of performance records, 2,500+ hires, and a process bleeding time and money. I built Python scripts that automated 70+ weekly reports, diagnosed exactly where drop-off was happening, and redesigned the workflow around real outcomes. Error rates dropped 15%. Effectiveness went up 25%. The team got 30% of their time back. The skills I use now: Python, structured analysis, finding the signal in messy data. All forged here first.

2,500+
Hires Analysed
75%
Manual Work Cut
70+
Reports Automated
25%
Process Eff. Gain
PythonTableauExcelCohort AnalysisKPI Framework DesignPerformance Reporting
Tresvista Office Mumbai
Tresvista Financial Services · Mumbai
Before vs After
Error Rate
Before
After
↓ 15%
Process Eff.
Before
After
↑ 25%
Manual Work
Before
After
↓ 75%
Skills I Now Use in Marketing
🐍
Python for data pipelines
Used again in HubSpot project for 200K record cleaning
📊
Cohort & behavioural analysis
Now applied to customer segmentation and campaign analytics
📋
KPI frameworks & reporting
Foundation for every dashboard and strategy deck since
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
Competitive analysis
Value proposition design
SWOT & market analysis
🚀
Digital & Growth
GTM strategy & planning
Social media marketing
Email marketing
WhatsApp & mobile marketing
On-page SEO & GSC
📊
Analytics
Python, R & SQL
Dashboard design & data viz
KPI framework design
Customer segmentation
Performance reporting
🛠️
Tools & Platforms
HubSpot Marketing Hub
Tableau · Power BI
GA4 · Search Console · Tag Manager
Canva
Slack · Google Workspace
Tool Proficiency
Excel & Google Sheets95%
SQL (MySQL)60%
Tableau / Power BI85%
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+ records · 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
2025 – 2026
HubSpot Marketing Analytics Dashboard
200K campaigns · 6 channels · 9 analytical reports · Full CRM build from scratch
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

Industry-recognised credentials 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
HubSpot 2026
HubSpot Marketing Hub Software
HubSpot Academy
Certified in CRM, campaigns, segmentation & automation
Verify Certificate
LinkedIn Recommendations

What People Say.

Colleagues and mentors from Simon Marketing Association, written and published on LinkedIn.

"

Siddhi played a key role in driving our Instagram engagement, successfully increasing student exposure and participation by at least 25% over the course of the school year. What truly set her apart was her willingness to show up, step in, and support the team without hesitation. She came with a genuine desire to learn and a collaborative spirit, always keeping our shared mission of building and strengthening the Simon marketing community at the center of her work. Siddhi would be a tremendous asset to any team fortunate enough to have her.

L
Lan-Huong Nguyen
Community Builder & Marketing Strategist · First-Gen MBA '26
SENIOR · SIMON MARKETING ASSOCIATION
View ↗
"

Since day one, Siddhi has shown the creativity needed for a marketing role. She also consistently showed strong ownership, reliability, and a genuine commitment to supporting both the team and our members. Her ability to execute ideas and keep things moving made a real impact. I'm confident she will continue to thrive in any marketing team she joins.

R
Rinad Hussein
Incoming Product Marketing Manager @ Microsoft · MBA '26
MENTOR · SIMON MARKETING ASSOCIATION
View ↗
These recommendations are published on my LinkedIn profile and written independently by each person. Read them on LinkedIn ↗
Get In Touch

Let's Work Together.

I'm looking for a marketing role where data informs the creative and strategy gets executed, not just presented.

Email siddhishah625@gmail.com
↗
LinkedIn linkedin.com/in/siddhishah1306
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Liked what you saw? Let's turn that into a conversation. Book a chat 📅
↗
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