SURYAJA PATKI

Led content and community for India’s first women-focused helmet brand. Built and grew the brand’s Instagram presence from 0 to 25K+ followers with 1.5–2% average engagement. Planned and executed integrated campaigns across organic, paid, influencer, and community channels. Produced a branded music video including concept development, jingle creation, music coordination, production planning, and collaboration with a professional dance troupe. Delivered campaign reels achieving 200K+ views within three days. Developed ad creatives, website content, messaging, presentations, and marketing collateral. Built and managed the Dreamcatcher Community and a six-month mentorship program to drive engagement and advocacy. Represented the brand at Bangalore Times Fashion Week, coordinating activation and on-ground execution. Managed end-to-end delivery through agencies, creators, designers, photographers, and production partners while coordinating with internal stakeholders.

Managed TikTok Shop affiliate operations for US-based D2C brands. Coordinated creator onboarding, product selection, campaign execution, and payout tracking. Managed creator communications to ensure timely content delivery and accurate campaign execution. Monitored affiliate performance, identified top-performing creators, and optimized product listings to improve outcomes.

Built and scaled FirstCry’s influencer ecosystem to 8,000+ creators across categories. Managed an annual influencer marketing budget of ~2 crore, including planning, execution, reporting, and optimization. Led a 12-member influencer marketing operations team with stakeholder management. Executed 50+ celebrity collaborations and large-scale influencer campaigns across FirstCry and its sub-brands. Delivered 3,000–4,000 creator posts per month. Built the FirstCry Parenting Community with 300+ medical experts and 100+ mothers, delivering 500+ expert-led content pieces and webinars. Partnered with product and technology teams to develop and launch an in-house Influencer Management Platform (Influx), including defining workflows, supporting testing, implementation support, and training. Managed strategic partnerships with brands such as GSK, Dabur, Sebamed, Huggies, Philips Avent and others, coordinating client servicing and campaign delivery.