Building Marketing Automation
Name & Designation: Pooja Brahmankar, Director - Digital Marketing and D2C
Company: UpScalio
Age: 30
Sector: E-commerce
The country is witnessing a boom in the e-retail and D2C space currently. Most ecommerce entrepreneurs face growth barriers such as working capital, the challenge of hiring a strong expert team and scaling the businesses beyond a certain level. UpScalio works as an ecommerce roll-up model, instead of building brands from scratch it partners and acquires high-potential brands to support them.
Brahmankar is currently heading digital marketing and D2C at Upscalio and she was one of the first few members to join the brand’s journey from the start. “It has been an exciting and fulfilling working experience and I am happy to have been through its zero to Rs 300 crore journey,” Pooja Brahmankar, Director - Digital Marketing and D2C, UpScalio expresses.
For ecommerce sellers, branding and performance marketing are two of the biggest pain points that they face to scale their business. “I work on solving precisely this pain point and unlocking the next phase of growth by running efficient marketing across the right set of media channels,” Brahmankar explains while speaking about her expertise and role.
Optimising and streamlining have always been on Brahmankar’s list. She has built a set of tools and processes that track marketing metrics across the entire funnel. It further sends alerts if they trail off the pre-defined guardrails. This system has helped them to increase marketing spending by ~100 per cent while ensuring that the ROAS (return on ad spends) increased by ~30 per cent across all channels.
The marketing landscape is ever evolving and digital marketing is leading this evolution. Post-pandemic, the dependency of brands on digital marketing grew further. “I believe that the biggest challenge comes not during the 0 to 1 stage but rather the 1 to 10 stage when brands are looking to scale their business. During this stage, you need to have a 360-degree.”
