DHARTI DESAI CHATTERJEE
Oakville,ON
Summary
With over 21 years of Marketing and Communications expertise across India, the Middle East, and North America, I have a proven track record of driving strategic initiatives and achieving remarkable results.
I specialize in B2B and B2C marketing, fully grasp the startup ecosystem across key geographies, expert at GTM and enabling successful new market entry, product launches and leveraging innovative digital solutions with data-driven strategies.
As a seasoned leader, I excel in team, thought, and project leadership, fostering synergistic collaborations and creating compelling narratives.
Additionally, I provide training in Crisis Communications, Corporate Reputation management, and serve as an ICF ACC accredited Executive Coach with Leadership That Works (LTW).
My expertise in planning and executing multi-channel marketing approaches, custom events, and driving business sustainability makes me well-equipped to drive impactful marketing campaigns and contribute to business growth.
Overview
22
22
years of professional experience
Work History
Chief Marketing Officer
Toronto Business Development Centre (TBDC)
12.2021 - Current
- As Chief Marketing Officer for TBDC (Toronto Business Development Center) and BHive (Brampton's startup incubator), I specialize in crafting targeted marketing strategies to attract immigrant startups, entrepreneurs and HNIs into Canada. Through strategic planning and execution, I lead the conversion of applicants into successful entrants, consistently achieving our annual goal of bringing in over 200 entrepreneurs to Ontario.
- Developed the entire incubator product offering, designed to propel startups towards success, with the right networks, resources, and space to scale-up via the Canadian ecosystem into North America sustainably.
- In two years, increased brand awareness and reputation (NPS score) for both TBDC and BHive. Led product positioning strategies to differentiate offerings from intense industry competition.
- Lead the team towards continuous improvement, enhancing processes and reducing costs as head of a highly efficient and profitable group. Hire, lead and mentor a team of 10 marketing professionals to lead and execute on creative development, testing, marketing campaigns, driving promotions and events, creating Metaverse presence, driving social media narrative, ensuring website performance, SEO and running PR initiatives.
- Managed financial, operational, human resources and monthly P&L to achieve financial goals and optimize business performance. Streamlined internal communication channels, fostering collaboration among various departments within the organization. Compiled product and customer data to generate informed profit projections.
- Managed relationships with key industry partners, developed network of subject matter experts, VCs and industry mentors and created engagement strategies to involve them in advising cohorts of startups.
- Collaborated with legal, programming, venture and other professional teams to review and maintain compliance with regulations. Led recruitment and development of strategic alliances to maximize utilization of existing talent and capabilities.
- Infused strategic insights of the emerging global and regional landscape and consumer / entrepreneur, to create and execute on a robust marketing and communication strategies, develop strong narratives, strike new collaborations, showcase success stories, and help deliver a promising brand purpose as well as customer/client/partner experience.
Marketing & Communications Leader (MENATI Region)
BAKER HUGHES GE (Oil And Gas)
02.2020 - 12.2021
- At Baker Hughes, I led the positioning of the company's brands and initiatives, as suited to the country / region requirements, collaborating with teams in India and MENAT (Middle East, North Africa and Turkey).
- My work involved developing the right value proposition from the global brand positioning strategies, implementing 360 degree campaigns and enhancing brand visibility through tailored strategies, including ATL/BTL campaigns and online channels.
- I led the region's Crisis communications during the Covid pandemic aligning with corporate values. Additionally, I've spearheaded PR efforts, enhancing our corporate reputation and stakeholder relationships. I also championed CSR and Diversity and Inclusion initiatives.
Director - Corporate, Technology and Industry Practice
BATES PAN GULF
02.2019 - 02.2020
- At BPG, I led communications planning and PR for corporate, technology and industry clients such as Regus, KPMG, Spotify, L’Oréal, EmiratesNBD, UAExchange, Al Rajhi and others from sunrise industries like Fintech, Biotech, green energy and eCommerce. I crafted targeted campaigns, organized press events, and managed crisis communications, delivering impactful results. I collaborated with diverse clients, showcasing industry leadership, technological advancements, and corporate values.
- My ability to navigate these segments, anticipate challenges, and foster strong relationships with key stakeholders contributed to successful brand positioning and reputation management. overseeing client accounts, leading communication strategies, managing team members, and driving business growth.
- I ensured we had excellent client relationships and high-quality deliverables, while helping the management set the agency's vision and stay updated on industry trends.
- This experience provided me with invaluable insights into the intricacies of the Middle Eastern and Indian markets, equipping me with the skills necessary to navigate cultural nuances and effectively communicate with diverse audiences.
Communications Manager
CRESCENT ENTERPRISES (INVESTMENTS, OIL AND GAS)
01.2018 - 04.2018
- Managed the communication planning and execution of media engagement and leadership presence for World Economic Forum (WEF) at Davos for Crescent Enterprises
- Led the coordination of media interactions for the leadership and managed communications strategies to ensure the organization's impactful representation.
Head of Marketing and Communications, India
SHELL LUBRICANTS
05.2015 - 10.2016
- At Shell, my work was to lead the development and execution of Marketing and communications strategies for leading brands like Shell Helix and Shell Advance that resulted in increase of product trials.
- My team led the first time ever break-even business revenue by leading brand campaigns with media and retail presence and strategic digital engagement for Shell Lubricants in the Indian auto industry.
- Revitalized the strategy for B2B Shell corporate brand positioning #TogetherAnythingIsPossible and spearheaded events for B2B, government, trade, influencers and stakeholders with participation of brands in Sustainability events in South Asia, Shell Eco Marathon, India Bike Week.
- I had a chance to lead India’s Crisis Communications consistently to manage reputation and leverage press relations for Shell Lubricants.
Corporate Brand Manager & Marketing Manager
E.I. DUPONT SOUTH ASIA
09.2004 - 05.2015
- At DuPont India, I worked across different industry sectors creating and leading the implementation of annual marketing calendars for a range of inspiring brands including Avaunt®, Benevia®, Tyvek®, Kevlar®, Teflon®, Corian®, Nomex®, Sorona®, Elvaloy® and others.
- Evaluating & designing winning promotional campaigns/projects to create brand awareness; monitoring media activities for mapping and correcting brand perceptions across the area targeted. Conceptualizing and executing strategies to develop brand positioning strategies, and leading over 10 sub-brand launches per year.
- In the corporate branding role, I front-led campaigns with DuPont India such as The Power of Shunya™ & received Awards & Recognitions such as the Public Relations Society of America (PRSA) Silver Anvil Awards as part of the mega campaign launched around DuPont as a “Global Collaboratory”.
- Independently managed the creation of online and offline experiences of World-class Centers of Excellence, the DuPont Knowledge Center, Hyderabad and the DuPont India Automotive Innovation Center, Pune.
- I also led Crisis Communications consistently to manage reputation and leverage press relations for DuPont.
Assistant Marketing Manager
Aviva Life Insurance
08.2003 - 08.2004
- Successfully project managed numerous multi-lingual direct mail and email campaigns simultaneously.
- Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
Account Supervisor
JWT
01.2002 - 08.2003
Education
Strategic Crisis Communications PRCA -
PRCA
01.2019
Coaching for Transformation (LTW) -
Leadership Coaching
01.2018
Strategic Communications at Shell -
Crisis Communications
01.2016
Effective Business Writing For Public Relations -
Public Relations Excellence
01.2015
Google Analytics Training -
Google Analytics
01.2015
Six Sigma Green Belt -
Six Sigma Certification
01.2010
Post Graduate Diploma (Brand Management, Media studies, Client Servicing, Market Research) -
MICA Ahmedabad
Ahmedabad, India01.1999
Bachelor of Commerce (Finance) -
Osmania University
Hyderabad, India01.1997
Skills
- Strategic marketing and planning
- Systems Thinker, Change and Growth Management
- Management Team Leadership and Senior Management Mentoring
- Decision-Making and Negotiation
- Brand Management and Digital Marketing
- Content Strategy and Media Relations
- User Experience and Performance Benchmarking
- Training and mentoring and Process Improvement
- Relationship Building and Community Outreach
- Multicultural Marketing
Languages
English
Native or Bilingual
Hindi
Native or Bilingual
Timeline
Chief Marketing Officer
Toronto Business Development Centre (TBDC)
12.2021 - Current
Marketing & Communications Leader (MENATI Region)
BAKER HUGHES GE (Oil And Gas)
02.2020 - 12.2021
Director - Corporate, Technology and Industry Practice
BATES PAN GULF
02.2019 - 02.2020
Communications Manager
CRESCENT ENTERPRISES (INVESTMENTS, OIL AND GAS)
01.2018 - 04.2018
Head of Marketing and Communications, India
SHELL LUBRICANTS
05.2015 - 10.2016
Corporate Brand Manager & Marketing Manager
E.I. DUPONT SOUTH ASIA
09.2004 - 05.2015
Assistant Marketing Manager
Aviva Life Insurance
08.2003 - 08.2004
Account Supervisor
JWT
01.2002 - 08.2003
Strategic Crisis Communications PRCA -
PRCA
Coaching for Transformation (LTW) -
Leadership Coaching
Strategic Communications at Shell -
Crisis Communications
Effective Business Writing For Public Relations -
Public Relations Excellence
Google Analytics Training -
Google Analytics
Six Sigma Green Belt -
Six Sigma Certification
Post Graduate Diploma (Brand Management, Media studies, Client Servicing, Market Research) -
MICA Ahmedabad
Bachelor of Commerce (Finance) -
Osmania University
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