EMBRACING A NEW OPPORTUNITY
Having established the department just less than a year ago in 2022, the ecommerce marketing team holds a special place in Danisha’s heart. The team of six is the driving force behind the creative and effective strategies that support the rapid growth of the brand digitally.
“I love the fast-paced and dynamic nature of ecommerce marketing, and the ability to see direct results of our efforts. Building a team from scratch was an arduous endeavour, but seeing the team come together and deliver strong results has been incredibly rewarding,” Danisha explains.
Drawing on her experience as a regional leader in digital and customer relationship management (CRM) strategy for a fast-moving consumer goods (FMCG) company, Danisha was eager to delve into the realm of direct-to-consumer (D2C) marketing. Despite anticipating the challenges that came with this new position, she embraced the opportunity with enthusiasm. Driven by her passion for business and the expertise she had acquired during her decade of successful tenure in the retail and digital domains, she thrives in her role.
COLLABORATION IS THE BEDROCK
Danisha’s extensive background in retail and digital industries has instilled in her the importance of collaboration, a trait she has brought with her to CKG. Recognising collaboration as the cornerstone of her team’s success, Danisha and her team work closely with cross functional teams viz regional business development, creative content and inventory divisions, acting as the key drivers in ensuring smooth execution of the brand’s marketing strategies. This strong collaborative approach has led to deeper communication and a more cohesive working environment.
TENACITY IN THE FACE OF ADVERSITY
In the fashion industry, trends come and go rapidly, and it’s crucial for brands to be adaptable and willing to take risks to stay ahead of the competition and remain relevant to their customers. One such opportunity presented itself in late 2022 when the brand pivoted in a new path to focus on bottom-funnel strategy for double digit campaigns, and Danisha’s team was tasked with leading the project. The team, including Danisha, being fresh to the task at hand, found themselves having to re-examine their approach and change the way they work.
“Re-evaluating the department’s strategy and processes that we had built over the past months was challenging, but it was necessary for us to succeed, and we were able to do it.”
Despite the challenges, the team remained united and steadfast in their commitment to deliver results. By prioritising the optimisation of budget in higher-performing affiliates, which helped to increase the visibility of promotions, the team was able to effectively boost sales. Their hard work paid off as they achieved the highest sales day of 2022, breaking the previous record.
Danisha recounts this moment with great pride and joy, remembering how she felt when she received the news. “I was over the moon when I found out,” she says.
– Danisha Nathyal
Danisha’s journey at CKG has been nothing short of remarkable. Her advice to potential new joiners is to embrace the challenges and push themselves to their limits. “Working at CKG requires hard work and dedication, but the company’s culture and values make it a rewarding experience for anyone looking to grow in their careers,” she says.
She also shares how CKG is a place where you can make a real difference, and where your ideas and contributions are valued. “I was drawn to CKG because of its commitment to innovation and entrepreneurship. The company has a unique culture that encourages creativity and bold ideas, which aligns with my values as a marketer,”
For Danisha, the journey has just begun, and she looks forward to continuing to drive growth and success for the company.