APARNA GOYAL

LANGUAGES:

English (R, W, S) - Fluent

Hindi (R, W, S) - Fluent​​
 

SOFTWARE/TECHNICAL:

G-Suite ; Microsoft Suite ; Figma ; Canva ; WebFlow ; Premiere Pro ; Codepen ; Notion

​​

SOFT SKILLS:

Cross-functional ; Teamwork & Communication ; Leadership ; Creative ; Ideation ; Strategy ; Content Marketing ; UX Writing ; Research & Design ; Editing ; Proofreading ; Writing ; Digital Strategy ; Roadmapping ; Research ; Corporate Comms

​

CERTIFICATIONS:

Jira - Agile With Atlassian

Google Analytics 4
 

EXPERIENCE AND PROFESSIONAL GROWTH:

1. PRODUCT MARKETING AND CONTENT STRATEGY | LOAM

    MAR ‘24 - JUN ‘24 | SAN FRANCISCO, USA

• Strategically created and delivered website content along with design using Figma and WebFlow

• Created the go-to-market strategy for the web page and product

• Wrote thought pieces and newsletters on sustainability

• Led outreach and editing of podcasts and designed organic marketing strategy for the podcast

​

2. SR. CREATIVE EXECUTIVE | FCB KINNECT

     Oct ‘21 - OCT ‘22 | MUMBAI, INDIA

• Was the lead copywriter for brands including Tide, Ariel and Old Spice (P&G India), Oberoi Hotels and Asian Paints

• Brainstormed on and designed pitch decks for digital media strategy for brands like Tiffany & Co.

• Led and delivered on award-winning digital campaigns for Asian Paints and other brands

• Wrote long and short form copies aligned with brand and campaign goals, and for digital media

• Presented ideas to CMOs and brand managers for campaigns and social media/content strategies

​

3. COPYWRITER | (RADIO) MIRCHI, TIMES GROUP

    APR ‘21 - SEP ‘21 | NAGPUR, INDIA

• Created client collaterals in terms of radio ads, and multimedia strategy and content plans based on client goals

• Crafted station specific assets including filler content, stories, radio jingles and others Ideated on-ground activities for the station’s marketing and revenue generation

• Contributed with wide-ranging character voice overs for radio and client projects

• Onboarded and advised clients on how to leverage Mirchi’s media prowess and assets

 

4. SR. CONTENT MANAGER | WALNUT FOLKS | CONFLUENCR

    SEP ‘20 - FEB ‘21 | NAGPUR, INDIA

• Led project management and delivery of digital marketing targets for local brands

• Led quality control from the creative team - including written collateral and artwork for digital media

• Looked into content management lifecycle - from ideation/planning to curation to scheduling and execution

• Recruited and managed a team of 7 writers to deliver on company and client targets

 

5. CREATIVE DIRECTOR | ADVIDS.CO

    APR ‘17 - MAR ‘20 | PUNE, INDIA

• Delivered over 325 minutes (approx. $200k worth) of video content

• Was the content lead and project manager for key accounts and high price realisation projects including brands like Swarovski, European Union, Wilhelmsen and Amazon among others - with clients soliciting repeat business and requesting my involvement as project lead and/or writer

• Collaborated with design, art, sales, client satisfaction and voiceover teams to ensure successful project delivery

• Undertook kickoff calls for client onboarding and ensured team engagement with QCs and project management

• Was appointed as the head Hindi translator for vernacular deliverables

• Collaborated with team heads on enhancing processes and curating solutions to approach specific projects

​

EDUCATION:​

1. NORTHWESTERN UNIVERSITY, MEDILL SCHOOL OF JOURNALISM (2024) CHICAGO, IL, USA

MSc. Journalism - Media Innovation and Content Strategy | MSJ Graduate Speaker | Ambassador.​
 

Product Management

• Led the development of a streaming and entertainment app, Streamer, driving a team of 3 for end-to-end planning and execution

• Applied product management principles to create detailed MRDs and PRDs

• Designed prototypes rooted in UX principles to enhance anticipated user engagement and experience

• Utilised agile methodologies, managing sprint backlogs and leading scrum sessions for iterative development

• Defined and segmented target audiences based on TAM, SAM and SOM

• Conducted comprehensive quantitative and qualitative research to inform product decisions and strategy

​

Product Marketing and The Business of Innovation

• Designed a fintech product, SpendHappy, leveraging product marketing principles to align with user needs and market demands

• Conducted in-depth opportunity assessments to identify and prioritise high-impact market segments

• Developed strategic positioning and value proposition to differentiate the product in a competitive landscape

• Created prototypes to visualise and iterate on core product features

• Led comprehensive quantitative and qualitative user research to validate product-market fit and drive informed decisions

• Executed market research to uncover trends, competitor insights, and growth opportunities

​

AI in Media

• Spearheaded the development of an AI-driven media product, BeeNice, to regulate comment behaviour and promote constructive online interactions

• Collaborated closely with a cross-functional team to integrate Perspective AI and OpenAI APIs, enabling automated comment flagging and rewriting suggestions

• Created the a functional MVP for BeeNice

• Crafted a comprehensive business plan to define market positioning, revenue streams, and growth strategies for product success

​

Design Thinking

• Led the design of an innovative events app, Livent, applying core design principles to enhance user engagement

• Executed in-depth qualitative research, uncovering user motivations and behaviours to inform design direction

• Developed detailed personas, user journeys, and empathy maps to align the app’s experience with user needs

• Strategized and executed UX research plans, guiding iterative design improvements

• Authored clear, user-centred UX copy to streamline in-app navigation and user understanding

• Synthesised critical insights and integrated them into both low-fidelity and high-fidelity prototypes for seamless user experience

​

Content Strategy

• For Oura Ring - a health tech company:

  • Conducted a thorough audit of existing content and channels to assess alignment with brand objectives and marketing goals

  • Crafted a robust content strategy to optimise the marketing funnel, target audience engagement, and drive measurable outcomes

  • Developed a strategic, quarter-long content calendar featuring daily content recommendations and campaign initiatives across key channels to boost product awareness and conversions

  • Produced compelling creative mocks to visualise campaign concepts and support content execution

• For Ecosia - a search engine that plants trees:

  • Conducted a comprehensive audit of existing content and channels to evaluate effectiveness and alignment with brand objectives

  • Analysed and documented current marketing goals and brand strategy to establish a clear baseline for strategic improvements

  • Identified high-impact content pillars and delivered targeted recommendations to fill content gaps and elevate overall performance

​

Data Journalism

• Identified varied data sources, gathered, organised, cleaned and analysed XML, JSON and other files

• Searched for patterns, trends and outliers to identify, pitch and craft a creative story about declining mural registrations in Chicago city

• Used data visualisations using tools like Flourish and Canva for pitches and stories

​

Video, Audio and Code

• Sourced local stories and applied the foundations of video journalism to interview, frame, shoot, script and edit general assignment packages

• Assembled arts and culture stories about trivia nights in The Loop, Museum of Ice Cream and the the Kitchen Witch in Chicago

• Used the principles of audio reporting and podcasting to interview, record, assemble and edit the first episode of a podcast series focusing on Diabetes in South Asians

• Coded interactive storytelling pieces using HTML, CSS and Javascript

 

AR in Storytelling

• Worked with artist Bradley McCallum to create a multimedia installation using Augmented Reality to create an immersive experience of his artwork inspired by the legacy of conflict journalism - James “Jim” Foley

• Along with a team of 5, determined the narrative arc for the exhibit after interviewing stakeholders in Jim’s life

• Extensively analysed and sorted through primary source material - including Jim’s articles, notes, journals, photos and videos to produce recommendations for filmmakers, Efe Özmen to induct in the AR experience

• Curated the entire exhibit lineup and AR experience within Northwestern University’s Main Library, including content warnings and graphics to convey the vision for the exhibit

​

2. RTM NAGPUR UNIVERSITY, HISLOP COLLEGE

    NAGPUR, MH, INDIA

• MA Clinical Psychology (2016)

  • Conducted research on the correlation between parenting styles and confidence in high school students

  • Conducted research studying the correlation between welfare and organisational structures

  • Researched abnormal psychology and practised multiple therapies to case studies

  • Performed clinical tests

  • Learnt basics of organisational, positive and forensic psychology

  • Gathered in-depth case studies of a wide spectrum of patients

• Bachelor of Arts | Economics, Psychology, Political Science (2014)

  • Studied microeconomics, macroeconomics

  • Foundations of psychology and neurological concepts

  • The local, state and national political system in India

  • English literature

​

PROJECTS:

• LEAD ACTOR in a short film - An Afternoon Haiku (Indian Film Project) - A 50 hour film making challenge with a theme released at midnight. Played one of the two female leads as a call girl in an LGBTQIA+ themed film

• ASSISTANT DIRECTOR in a short film - Rewind (Indian Film Project) - Conceptualized the plot, scripted and contributed to other stages of production

• BLOGGING (articles, poetry) - Wrote about travel, book reviews, thought pieces, poetry and a whole lot more