Project: Fractional marketing leadership for scaling a social commerce startup aimed at the Indian market. Despite having external agencies and internal specialists, there was a lack of cohesion. Social media was reactive, performance marketing had data visibility issues, and there was no centralized strategy to guide the team.

Strategy & channels: This involved finalizing a comprehensive Brand Strategy document that defined messaging hierarchies for every funnel stage and ensuring that cultural initiatives, like the Diwali, Christmas, and Pongal campaigns, were rooted in this new strategic framework.

Performance Marketing: While ads were running, the reporting was fragmented, making accurate attribution a challenge. Naar’s ads were performing, but the tracking was not. We standardized the weekly reporting format and oversaw the setup of Grafana dashboards to give the leadership team clear visibility into attribution.

Structuring Social Media & Community: Shifted social media from a content-posting function to a strategic community-building function. Conducted a Social Media Strategy Workshop to finalize tone of voice and content pillars.

Results: Finally, established a structured reporting framework for the Steering Co. Analyzed data to refine presentations, ensuring that every slide showcased tangible marketing impact rather than just vanity metrics. By focusing on process as much as performance, Naar saw a transformation in efficiency and creative quality.