The Marketer
6 years of brand strategy, go-to-market thinking, and integrated campaigns — and counting.
Who I Am
I’m Urvashi Sharma. I build marketing strategies that work — not just campaigns that look good. My approach sits at the intersection of sharp positioning, audience-led thinking, and execution discipline. I’ve spent six years helping some of India’s most prominent brands find their voice, grow their market, and prove it with numbers.
Currently, I’m at HCL Group as Associate Manager — Brand, shaping marketing strategy across the group’s sports, community, and digital platforms in partnership with the Chairperson’s office, strategy leadership, and CXOs.
Before HCL, I spent three years at Burson (WPP) as Senior Marketing Manager — where I built go-to-market and digital growth programs for enterprise clients including Alstom and Britannia, led the BCW-to-Burson India rebrand, and delivered ₹3.5Cr+ in commercial impact.
How I Think About Marketing
I don’t separate brand and performance. The best marketing I’ve done has been both: campaigns that build genuine brand equity AND move measurable numbers. The moment you treat them as separate disciplines, you lose.
I’m also obsessed with the brief-to-outcome chain. Great strategy means nothing if it doesn’t translate into an execution framework with clear KPIs, stakeholder buy-in, and a measurement approach that survives first contact with the client. I build all three.
What I’ve Done
Jan 2026 – Present
Associate Manager, Brand — HCL Group
Leading integrated marketing across HCL Sports, HCL Cyclothon, HCL Jigsaw, HCL 50, and group-level brand platforms. Partnering with Chairperson’s office, Strategy Head, and CXOs.
Sep 2022 – Dec 2025
Senior Marketing Manager — Burson / WPP
3 years. Britannia. Alstom. House of Marley. ₹3.5Cr+ commercial impact. 100M+ impressions. Six industry awards. Led BCW → Burson India rebrand.
Nov 2021 – Sep 2022
Marketing Manager — Khaitan Eduserve
77% CPL reduction. 45% conversion uplift. 25% organic growth. Built performance marketing from the ground up.
Jun 2016 – Apr 2018
Marketing Lead — Linking Roots
Brand strategy and digital campaigns for artists and creators. Where the obsession with audience-led marketing started.
Capabilities
Not a list — a philosophy.
Product Marketing & GTM
Positioning, messaging architecture, go-to-market planning, product narrative development, value proposition design.
Micro-example: I help products find their place in the market — and make it stick.
Brand Strategy & Campaign Leadership
Integrated campaign thinking, social-first strategy, brand partnerships, creative direction, partner marketing.
Micro-example: I build campaigns that are coherent across every channel, not just consistent.
Insights & Measurement
Audience segmentation, behavioral data, attribution analysis, A/B testing, KPI development, campaign measurement frameworks.
Micro-example: Every creative decision should be defensible with data — and every data insight should inspire creative direction.
Growth Marketing
Paid media, search strategy (SEO/SEM/AEO), conversion optimization, funnel strategy, landing page architecture, audience segmentation.
Micro-example: 77% lower CPL and 45% higher conversion rates — outcomes of systematic thinking, not outliers.
Executive Communication & Stakeholder Management
C-suite communication, board-ready reporting, agency management, regional/global coordination.
Micro-example: I translate campaign complexity into clear business narratives — and business priorities into clear campaign briefs.
Digital Platforms & Tools
Google Ads, Google Analytics, Looker Studio, Meta Ads, LinkedIn Campaign Manager, SEMrush, Google Search Console, Adobe Analytics, AEM, Adobe Creative tools.
Micro-example: I use tools as infrastructure for sharper decisions, not as a substitute for strategy.
Beyond the Brief
I’m a trained Indian classical musician — six years of formal training, first division. I’m DELF B1 certified in French (awarded by the French Ministry of Education). I’ve judged French language competitions at Scottish High International School. I’ve co-founded a profitable dropshipping business (The Karmik Coffee) and a startup (BarKosh).
I read brand teardowns for fun. I think in campaigns even when I’m not at work. And I believe that the best marketers are the ones who never fully stop being the audience.
Education
Masters’ Union, MBA Marketing
25% Merit Scholarship · Winner, The Branding Challenge · First Runner-Up, Venture Initiation Program · Co-founder & CMO, The Karmik Coffee · Co-founder, BarKosh · Class Representative
Atma Ram Sanatan Dharma College, Delhi University, MA English Literature
First Division · Class Representative both years
Vivekananda College, Delhi University, BA English Literature
First Division · Top 5% of Batch · VP, Creative Writing Society · VP, Department of English · Literary Newsletter Coordinator · Student Magazine Editor