Asha Cheerath

Product Marketing Manager • New York, NY, US

Blog Writing

Brand Management

UX Strategy

UX research

Content Writing

Content Strategy

Blog Marketing

Email Marketing

Digital Marketing

Paid Ads

Advertising

Retargeting

Marketing

Available for hire fromNegotiable

Contracts

Experienced Product Marketer | Strategy Consultant

With a Bachelor of Arts in English and Communication from Rutgers University, I have honed my skills in marketing and strategy. As a freelance product marketer, I collaborate with clients to develop and implement effective marketing strategies to boost product visibility and sales. Previously, as a Strategy Consultant at Part and Sum, I contributed to the company's success by providing valuable insights and solutions. My experience as an Account Executive at VSC and Associate Account Strategist at Mustache has equipped me with a strong understanding of client management and account strategy. Additionally, my role as a Marketing Analyst Intern at D2 Creative allowed me to gain practical experience in analyzing market trends and consumer behavior. My diverse background and passion for marketing make me a valuable asset in driving business growth and achieving strategic objectives.

Projects

Subway Catering Experience

Problem Subway faced a significant drop in catering order conversion rates over the past year. Suspecting the external website as the culprit, they sought my expertise to develop a user testing strategy and uncover potential issues within the existing catering ordering journey. Strategy & Testing Plan I meticulously crafted a comprehensive user testing strategy that identified key areas for investigation and outlined the testing methodology. Prototype Collaboration: I partnered closely with the design team to ensure the prototype mirrored the existing catering order experience with optimal user flow and realism. Test Deployment & Reporting: I successfully deployed the user test and meticulously analyzed the data, generating a detailed report with insightful findings and actionable recommendations. In-house Recommendation: Based on the user feedback and data analysis, I presented a strong recommendation to migrate the catering ordering experience away from the external website and integrate it within Subway's owned channels (app and website). This solution addressed user pain points related to inflexibility, layout complexity, and overall user fatigue. Impact My user testing report and recommendations resonated with Subway's leadership, achieving the following significant outcomes: Alignment: Senior leaders, product teams, and marketing teams are now unified in their support for testing the proposed migration of the catering ordering experience to owned channels. Improved User Experience: We are currently conducting rigorous testing and validation to ensure the in-house ordering experience prioritizes user needs and optimizes the catering journey for customers See More

GTM Strategy for Freelance Banking App

Collaborated with WorkMade's founders and C-suite on a pre-launch and launch timeline. I had a test and learn mindset throughout and shaped their messaging and positioning strategy, developed a value statement, tested messaging across ads, as well as executed a comprehensive media strategy to build the waitlist and convert new users, also an email nurture campaign and content marketing plan, SEO, and SEM, landing page optimizations, and made sure the user journey was accounted for as well as starting to think about retention and loyalty. See More

Improving Cengage's Organic and Paid Social Presence

Problem: Faced with declining student engagement and stagnant marketing performance over the past few years, Cengage sought our expertise to revitalize their student campaigns and maximize profitability through paid advertising. Process: 1.Stakeholder Interviews: I conducted in-depth interviews with key stakeholders to understand past marketing efforts, identify what worked and what didn't, and gain insights into their student customer demographic. 2.Competitor Analysis: I undertook comprehensive research to analyze competitor strategies and identify potential areas of opportunity for Cengage's campaign. 3.Data Analysis: I meticulously reviewed historical data from the past semesters to pinpoint areas for improvement and optimize future campaigns. 4.Marketing Workshop: I facilitated a workshop with the Cengage marketing team to understand their student audience's needs and motivations. This collaboration allowed us to refine value propositions and tailor our messaging accordingly. 5.Test & Learn Approach: In collaboration with the internal growth marketer, we implemented a data-driven approach utilizing testing and learning principles to refine and optimize paid media campaigns. 6. Student-Led Creative: We secured buy-in from stakeholders for an innovative creative strategy. We leveraged student ambassadors to create authentic and relatable ad content aligned with our identified value propositions. 7. Performance Optimization: Following campaign launch, we maintained constant communication and collaboration with the Cengage team. Through weekly performance reviews and data analysis, we identified optimization opportunities and continuously refined our approach. Our strategic approach led to significant positive outcomes: -1.5x Revenue Growth: We achieved a remarkable 1.5x increase in revenue during our first semester with Cengage. -Sustained Growth: We successfully implemented a test-and-learn methodology, continuously identifying new opportunities and driving See More

Work History

Freelance Product Marketer

nullAs a freelance product marketer, I work with various clients to develop and execute marketing strategies to promote their products and drive sales.

Strategy Consultant

Part and SumApr 2022 - Mar 2024 • 2 yrs

Account Executive

VSCOct 2021 - Apr 2022 • 7 mos

Associate Account Strategist

MustacheSep 2019 - Jul 2020 • 11 mos

Marketing Analyst Intern

D2 CreativeOct 2017 - May 2018 • 8 mos

Education

Rutgers University

Bachelor of Arts - BA, English and Communication2015 - 2019

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