Niharika Kapoor

• Conceptualized, created and executed Below the Line marketing strategies and programs through in-store retail activations and promotions for Dole fruits and Dole Yonanas in UAE and Qatar to drive awareness, sales and engagement.
• Pioneered all social media channels for Dole in the region to increase online presence. Managed Facebook, Pinterest and Instagram on a daily basis via interactive posts, giveaways and competitions to engage followers. Garnered a fan-base of over 700 across social media platforms through organic, unpaid advertising.
• Co-led the launch and implementation of Dole Mobile Applications to create a digital presence for the brand within the region.
• Spearheaded participation in various school, fitness and family events to promote and enhance sales of Dole fruits and Dole Yonanas via demonstrations, wet sampling and other marketing tools within a set budget.
• Orchestrated the creation and production of various marketing collaterals such as leaflets, display stands and back- drops by liaising with Advertising agencies.
• Performed weekly market visits to evaluate implementation of marketing guidelines, identify market trends and to monitor competitor activity.
• Represented Dole internationally at Food Expos and Trade shows to source new products and gain industry knowledge.
• Attended and contributed in Global marketing meetings in Philippines, Japan, Singapore and Hong Kong to present existing marketing strategies and brainstorm new ideas to implement locally.

• Managed the company’s brand identity via social media platforms such as Facebook, Twitter and Pinterest.
• Grew social media fan base by over 50% over a span of 4 months by planning and implementing innovative online campaigns.
• Formulated and recommended short and long-term marketing strategies to expand the company’s presence in the North American gift registry market.
• Analyzed engagement levels and pre-scheduled posts for all social media platforms through social metric tools such as Hootsuite and Bitly.
• Built awareness about the company at trade shows across Toronto by engaging with customers through creative approaches such as interactive contests and giveaways, as well as answering questions effectively.

• Headed a research project to determine the best location to place visual elements such as touchscreens and media walls at various Citibank branches.
• Interacted with customers, employees and managers through interviews and questionnaires.
• Recommended potential optimal locations to place the above-mentioned visual elements to Senior Management.

Marketing and Brand Development Intern - Food and Beverages May 2010 - Jul 2010
• Led promoter briefing sessions to select and train promoters about new promotions for brands such as Lipton, Brooke Bond and Knorr.
• Interacted with advertising agencies such as Wunderman and Ogilvy to develop new campaigns and promotions.
• Oversaw the “whatsforlunch-knorr.com” website by making sure icons were operational and overlooked language use and grammar throughout the website.
• Prepared reports and presentations based on market visits conducted across Dubai and Abu Dhabi. Market visits included checking shelves against assigned planograms, implementation of marketing guidelines and making sure Unilever brands had the correct amount of share of shelf (SOS).
Marketing Intern - Deodorants, Home and Personal Care
• Interacted with Advertising agencies such as Loewe Worldwide in developing new campaigns and promotional materials such as leaflets and posters for various brands such as Dove, Axe and Rexona.
• Conducted promoter briefing sessions where the aim was to create awareness of the products and teach promoters how to market brands such as Dove, Axe and Rexona based on their appeal in the marketplace.