Employer: GoDesi Mandi Pvt. Ltd.
Industry: FMCG – Traditional Indian Food Products produced at Farm Gate
Job Title: Marketing Manager
Location: India
Background
GoDesi Mandi is a fast-growing e-commerce platform offering organic, traditional, and locally sourced products to consumers across India. Operating in a competitive space with limited marketing resources, the brand needed a comprehensive marketing strategy to scale revenue, enhance customer engagement, and expand its product offerings. As the sole marketing lead, I was responsible for designing and executing all aspects of the brand’s marketing initiatives, from customer acquisition to retention, product launches, and brand-building efforts.
Objective
To lead end-to-end marketing strategy & operations with a focus on:
- Scaling website revenue and improving profitability.
- Enhancing customer acquisition and retention strategies.
- Launching new products efficiently every month with a minimum team strength.
- Building a loyal customer base through data-driven insights and creative campaigns.
Strategy
- Revenue Growth & Customer Acquisition
- Facebook Ads: Optimized campaigns to improve Return on Ad Spend (ROAS) by 50%, ensuring more efficient budget allocation and targeting.
- Google Ads: Introduced Google Ads as a new channel, contributing 10% of website revenue with an Advertising Cost of Sale (ACOS) around 15%.
- Website Optimization: Maintained a steady conversion rate of 5.5% by refining user experience and checkout flows.
- Creative & Relevant Ads: Improved click-through rates (CTR) to 1.2% by tailoring ad content to audience preferences and product relevance.
- Customer Retention & Repeat Purchases
- Consumer Insights: Leveraged customer behavior data to launch new products aligned with preferences, resulting in repeat purchase rates increasing from 9% to 20%.
- Email Marketing & Loyalty Programs: Designed personalized campaigns to keep customers engaged and incentivize return shopping.
- Brand Building & Engagement
- SEO & Content Strategy: Implemented search optimization and content-driven initiatives to boost organic traffic and brand visibility.
- Packaging Design: Worked on creative packaging that aligned with the brand’s values and customer expectations.
- Social Media Management: Curated content and community interactions to build trust and brand recall.
- Influencer Marketing
- DESi Ambassador Campaign: Led an influencer marketing initiative that contributed 5% of monthly sales with an ACOS below 18%, expanding brand reach through authentic endorsements.
- Product Innovation & Launches
- Process Development: Established efficient workflows for product launches, ensuring scalability with limited resources.
- New Product Introductions: Successfully launched 6 new products across categories and spearheaded 5 limited-edition releases, generating excitement and incremental revenue.
Results
- 5x Increase in Website Revenue: Comprehensive marketing efforts led to substantial revenue growth within a year.
- Improved Efficiency: Enhanced ad performance with a 50% ROAS improvement and a 15% ACOS on Google Ads.
- Higher Engagement: Achieved a CTR of 1.2% and a conversion rate of 5.5% through targeted campaigns and optimized user journeys.
- Customer Loyalty: Doubled repeat purchase rates from 9% to 20% by using customer insights and new product offerings.
- Brand Expansion: Increased reach through social media, influencer campaigns, and strategic packaging, building long-term brand equity.
Conclusion
At GoDesi Mandi, I led all facets of marketing, transforming limited resources into scalable and sustainable growth strategies. By integrating data-driven decisions, creative campaigns, and customer-first approaches, the brand achieved a fivefold increase in revenue, strengthened customer relationships, and positioned itself for long-term success in a competitive market.