Divya Lulla
Toronto,Canada
Summary
Seasoned social media consultant and strategist with 11+ years at global ad agencies with experience transforming brands into culture-first publishers at Kraft Heinz's The Kitchen, Leo Burnett, and Hive Inc. Focused on growth-centric strategies aligning authentically with brand offerings and audience interests. Key strengths include leading social teams, establishing social and creative excellence, and fostering an inclusive environment that encourages diverse voices, consistently delivering engaging and impactful work.
Overview
12
12
years of professional experience
Work History
SOCIAL MEDIA CONSULTANT
Satellite 11 Inc.
03.2024 - Current
- Chief Consultant specializing in small-business marketing, delivering top-tier strategy development and social media audits for both local and online Canadian businesses.
STRATEGY DIRECTOR, SOCIAL & COMMS PLANNING
The Hive Inc.
01.2022 - 12.2023
- Led social storytelling for EQ Bank’s Make Bank campaign that drove 12%+ lift in sign-ups for the digital bank, the ads leaned into banking pain-points faced by Canadians while positioning EQ Bank’s smarter banking benefits as a chance for people to Make Bank
- Led social strategy for Canopy Growth, Hive's 2nd largest client and transformed Tokyo Smoke, the Cannabis retailer's social media with a fresh editorial approach that addressed user needs by integrating social trends with product education, achieving a 7% ER on FB & IG and setting a new benchmark in the restricted goods category
- Spearheaded the first Canadian partnership between Jack Daniel’s and Drag artists, creating tailored content with social polling that achieved 18%+ organic ER, surpassing all previous engagement records
- Led social amplification & brand messaging for Endy’s first-ever brand campaign Rise To Shine positioning it as a challenger in a sleepy category.
STRATEGY LEAD, SOCIAL
Kraft Heinz
07.2020 - 12.2021
- Cross-functional collaboration with Creative & Production to bring to life multiple reactive social moments as a result of social listening and newsrooming
- Added continuous thought leadership to broader Kraft Heinz campaigns and maximised social engagement tactics with $400k+ digital media budgets
- Led a team of content specialists to foster a community of 1.1MM fans across Kraft Dinner, Kraft Peanut Butter, Heinz Ketchup, Crave and Philadelphia Cream Cheese
- Crafted social & creative excellence playbooks for Kraft Heinz, including but not limited to Tone of Voice, Channel Strategy & Reactive trends
- Set up a thriving Social Listening practice, including mentoring and training the CM team on TalkWalker, Custom Twitter Lists; Encouraged a qualitative research lens to identify key moments in culture for Kraft Heinz to intercept
- Established 2021 performance benchmarks for KHC brands to track engagements, followers and engagement rate; Routinely debrief on dashboard insights with cross-functional stakeholders for learnings and content efficiency; 3 major brands already surpassed targets for the year
- Nurtured the CM team to focus on developing mega-fan connections, new fan conversions and fueled a strong UGC pipeline for earned reach
- Oversaw the development of response matrices and process frameworks for CS and CM teams to manage efficient, daily outreach.
SR. STRATEGIST, SOCIAL & NEW BIZ
Magnetry Inc
08.2018 - 11.2019
- Go-to strategy voice at a leading creative studio; Launched, tested, scaled new content concepts and supervised creative execution with clear brand voice, tone and style across all touchpoints
- Optimized engagement tactics to meet brand and media KPIs, analyzed metrics and set strategic next steps
- Identified need gaps and created category-first opportunities for brand-user engagement, including earned amplification
- Elevated brands from tactical messaging to authentic storytelling
- Led cross-functional collaboration between content creators, brand stakeholders and media partners
- Grew the audience network for Taser’s social media by 25% by shifting the brand conversation from fear to preparedness, and lifted the sluggish engagement rate to 400% per media within one quarter; Helping the agency extend its social media mandate with Axon
- Drove high-volume social listening and generated copy for live Instagram posts, stories and Tweets during the social media blitz of #AZSunToShare campaign - the 2019 Mercury ESTO winner; Generating 13.8mn impressions for the tourism brand of Arizona and increasing inbound traffic by 30%
- Led strategy on the Shasta Pools pitch, helping Magnetry become the AOR
- Built an omnichannel approach addressing new customer pain-points, in addition to targeting homeowner segments through contextual messaging.
STRATEGY CONSULTANT
Sylvain Labs
11.2016 - 02.2017
- Led qualitative research and moderated focus groups through a proprietary research tool to identify key market drivers
- Culled out critical purchase insights and developed category-positioning recommendations.
SR. PLANNER, DIGITAL
Leo Burnett
08.2014 - 06.2016
- Right hand to the Head of Digital Planning: Developed content-integrated campaigns with ATL brand messaging; Led content audits, gap analyses, editorial planning and social media strategy for Financial Services and CPG brands; Wrote creative briefs and managed team briefings; Employed qualitative and syndicated research, in addition to social audience insights to optimize engagement for target segments
- Proactively consulted clients and internal teams on best practices, including media habits, platform updates, technology and cultural trends
- Developed content strategy and engagement incentives for Axis Bank’s #MyIdeaOfProgress, a nationwide UGC campaign – 2015 Silver DMA winner; Generating 190k inbound visits
- On Linkedin, the brand went from being the 4th to the top-most engaging, financial brand
- Helped shift the focus for Axis Bank’s diner’s credit card from food transactions to food exploration, incentivizing foodie adventures through partner discounts; Executed a funneled content strategy ranging from influencer-driven awareness, to referrals, and social give-aways
- Developed a social media blueprint for Pillsbury India with a focus on creativity benchmarks, content hierarchy and true engagement KPIs
- Led content strategy for Yardley fragrances; Crafted visual & copy guidelines which boosted web engagement by 150%, bucking the industry average
- Created a GTM YouTube strategy for Tata Sampann – a challenger brand of kitchen ingredients, including launching a category-first brand film.
BRAND PLANNER
Wunderman Thompson
01.2013 - 01.2014
- Translated consumer behaviour into actionable insights for developing 360 campaigns and social media content for financial brands; Crafted messaging strategies and brand positioning for loyalty marketing brands
- Wrote creative briefs
- Built segmentation profiles and targeting for customer acquisition campaigns
- Conducted research immersions and digital content audits for all brand touchpoints
- Led creative strategy on the social-integrated FFP acquisition campaign for Southwest airlines; Helping the brand achieve 11.7% membership growth, exceeding its projection by 0.3%
- Conducted and managed an extensive website and content audit for Mazda.com and competing OEMs on UX, UI, and site conversion functions by setting up benchmarks to brief new platform development and content restructuring.
Education
Masters of Science in Communications -
VCU BRANDCENTER
01.2013
M.A. Sociology - undefined
UNIVERSITY OF MUMBAI
01.2011
Bachelors in Mass Media - undefined
UNIVERSITY OF MUMBAI
01.2009
Skills
- Social Strategy & Editorial Planning
- Social Listening & Trendspotting
- Audience Insights & Creative Analysis
- Social Media Audit
- KPI Setting & Measurement
- Primary & Syndicated Research
- Process Creation & Enhancements
- Brand Positioning & Strategy
- Creative Briefing
- Channel Strategy
- Messaging Matrix & Roll-out Planning
- Sprout Social (Full-stack management)
- BrandWatch (Social Listening)
- Community Engagement
- Cross-Functional Team Collaboration
- Team Mentorship & Training
Websites
Timeline
SOCIAL MEDIA CONSULTANT
Satellite 11 Inc.
03.2024 - Current
STRATEGY DIRECTOR, SOCIAL & COMMS PLANNING
The Hive Inc.
01.2022 - 12.2023
STRATEGY LEAD, SOCIAL
Kraft Heinz
07.2020 - 12.2021
SR. STRATEGIST, SOCIAL & NEW BIZ
Magnetry Inc
08.2018 - 11.2019
STRATEGY CONSULTANT
Sylvain Labs
11.2016 - 02.2017
SR. PLANNER, DIGITAL
Leo Burnett
08.2014 - 06.2016
BRAND PLANNER
Wunderman Thompson
01.2013 - 01.2014
M.A. Sociology - undefined
UNIVERSITY OF MUMBAI
Bachelors in Mass Media - undefined
UNIVERSITY OF MUMBAI
Masters of Science in Communications -
VCU BRANDCENTER
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