Portfolio · Shivani Nanadikar
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a portfolio over virtual coffee
Brew the cup first. That's the ritual. The work reveals itself after: the strategy, the campaigns, the thinking behind them.
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Scroll into the work, the numbers, and the story behind the marketer.
The Profile · By the Numbers
Marketing strategist for founders who want growth that actually compounds.
Four years building analytics systems, campaigns, and growth strategies: analytics work supporting Deutsche Bank's marketing operations in Pune, then multi-client campaign work in New York. I came from computer science and brought the rigour with me. Below, the receipts.
Core Skills
The Work
Six cases. Every one a different way of thinking about the same problem.
"This one taught me that the funnel was never the problem."
A quiz funnel built for UPBEAT Growth LLC, designed to filter and warm leads before they ever got on a call.
Paid campaigns were driving traffic straight to a booking page. The leads that converted weren't ready to buy, and the qualified leads weren't converting at all. The funnel was just asking for too much, too soon. I rebuilt the acquisition flow around an 8-stage quiz architecture that sorted leads into three tracks and triggered sales outreach automatically via HubSpot once a contact crossed 40 lead score points.
The Results
"Cold traffic doesn't convert to conversations. You have to earn the meeting first."
A webinar funnel built for UPBEAT Growth LLC, using education to bridge cold traffic and real conversations.
The pipeline ran on referrals. Paid acquisition to a contact form wasn't converting. I built a webinar-as-lead-gen system: targeted Meta Ads to drive registrations, a live session built around genuine value, then HubSpot lead scoring and segmented follow-ups based on attendance depth. Retargeting sequences ran separately for no-shows and non-converters. The webinar was proof of capability, not a pitch.
The Results
"Three clients, three industries, and I had to become a different strategist for each one."
Managing simultaneous campaigns across hospitality, retail, and legal, where each client needs a completely different approach and every content decision had to be built for both the human reader and the answer engine.
Three industries in parallel means three sets of KPIs, three audiences, and three completely different creative angles. Hospitality: booking-driven campaigns built on urgency and social proof. Retail: product-led creative timed to inventory cycles. Legal: authority-first content where trust signals matter more than volume. Across all three, content was structured for Answer Engine Optimisation, built to surface in featured snippets and AI-generated answers, not just ranked pages. My team also won the TOFU Marketing Hackathon run by SURU Labs that year.
The Results
SURU Labs · Cross-functional team · Full channel strategy for THORN
Under competition pressure: campaign arc, channel selection, content plan, and KPIs, built and presented in one session. First place.
Read the full story →"I'd never worked inside a bank before. The data was everywhere. Nobody was using it."
Three years building the analytics infrastructure that connected user behaviour to campaign decisions, inside one of the world's largest financial institutions.
Deutsche Bank's marketing team had data across campaign logs, platform activity, and user behaviour signals on a live trading product. What they didn't have was a way to make it actionable. I built Power BI dashboards giving the team a single source of truth, then designed and ran A/B tests on the trading platform itself to isolate which changes drove measurable user action. The computer science background mattered here: writing queries, understanding the data pipeline, and working directly with engineering and product meant analysis turned into actual decisions, not just slides.
The Results
"I learned more about why people buy things from this project than any class ever taught me."
A structured externship program brief with Beats by Dre, using AIDA journey mapping and custom survey design to decode the gap between what consumers say and what actually drives the decision.
Beats competes in a market where purchase decisions are emotional and identity-driven. The brief was to understand what drives loyalty and repurchase, and where the customer journey breaks down for people who considered but didn't convert. I designed custom surveys structured around the AIDA framework, mapping Awareness, Interest, Desire, and Action signals across buyer segments. Insights were delivered via a Gamma dashboard for stakeholder review and a ManyChat chatbot that let stakeholders query findings interactively, turning a static research output into a navigable insight system.
The Results
Completed as part of The Extern Program, a structured externship platform placing candidates on real company briefs.
"We went in with a research question. We came out with a product idea."
Primary research into why Uber Eats grocery delivery wasn't converting, and two product concepts built directly from the behavioral gaps the research uncovered.
Survey data showed most users were aware Uber Eats delivered groceries. Awareness wasn't the gap. The real barrier was moment-of-use: grocery ordering lived in a completely different mental context than ordering food. Users opened the app hungry, not planning. The highest-intent moment for grocery adoption wasn't a separate session; it was the 60 seconds immediately after a food order was placed. Two concepts addressed this directly: NextBite surfaces grocery suggestions in that exact post-order window, and TwinCart eliminates the switching cost entirely by combining food and groceries into one checkout. Both reduce friction at the behavioral bottleneck, not at awareness.
The Results
Execution Layer
Strategy is what I design. This is what I operate.
Paid Search
Google Ads
Campaign setup, keyword targeting, bid strategy, and conversion tracking. Structured ad groups, monitored performance across 5–10 active sets per client, and iterated on copy and targeting weekly.
Paid Social
Meta Ads
End-to-end campaign setup on Meta Ads Manager. Audience targeting, lookalike builds, and A/B testing 2–4 creative variants per campaign across hospitality, retail, and legal clients.
Email Marketing
Segmentation & Automation
List management, audience segmentation, and automated nurture sequences in HubSpot. Subject-line testing and content optimization with open rates in the 15–25% range across active campaigns.
Search Optimisation
SEO & AEO
Google SEO certified. On-page optimisation, keyword research, content structuring for search. Applied across client websites during campaign work at UPBEAT Growth.
Content Production
Multi-Channel Content
Social, email, blog, and website copy produced and scheduled across 5+ client accounts simultaneously. Branded creatives built in Canva; publishing cadence managed end-to-end.
Analytics & Reporting
Power BI · Google Analytics
Dashboard builds in Power BI for Deutsche Bank's marketing analytics function. Google Analytics certified. Reporting workflows standardised across 5+ client accounts at UPBEAT.
Early Years
Not just how things worked: why people bought what they bought. That curiosity about decisions and human behaviour became the through-line of everything since. It just needed an engineering degree to find its shape first.
PersonalUndergrad
Graduated with a 3.82 CGPA. Learned to think in systems, logic, and data, without knowing yet that I'd spend the next chapter applying all of it to marketing problems instead of engineering ones.
EducationFirst Real Role
Three years building Power BI dashboards, running A/B tests on a trading platform, and translating user behaviour data into campaign decisions for one of the world's largest banks. That's where the engineering brain met the marketing question, and the pivot became permanent.
CareerThe Move
Enrolled in the M.S. Digital Marketing & Media (STEM) program at Yeshiva University's Katz School. Moved continents to study where the industry actually lives, and to be the kind of marketer who can operate in any room.
EducationNYC Chapter
Consumer research at Beats by Dre. Multi-client campaign execution at UPBEAT Growth across hospitality, retail, and legal. Then the TOFU Marketing Hackathon, where my team and I took first place building a full channel strategy for THORN. New city, fast learning curve.
AchievementNow
Graduating May 2026. Four years of marketing work across two countries, a computer science foundation underneath it all, and a genuine obsession with campaigns that can actually be measured. Looking for a team that wants both the rigour and the instinct.
CareerOff the clock
The things that keep the thinking honest, and the instincts sharp.
Hands-On
A long love of slow recipes, ingredient sourcing, and the discipline of cooking for people you actually like.
Outside
Long walks, longer silences. The best strategic thinking I've done has been at altitude with no signal.
In-Studio
A standing rule to visit one new gallery per city, anywhere I land. It's where I steal my best ideas about composition and pacing.
On graduating with M.S. Digital Marketing & Media from Yeshiva University
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