✦ Marketing portfolio

Marketing work, 2023 to 2026.

Between 2023 and 2025 I planned and ran social media for 15-20 client brands at Tag Media Works in Chennai, 4-5 at a time: dental and skin clinics, bars and restaurants, a saree store, a pickleball club and a fashion label. I started full-time and later worked with the agency as a freelancer. In 2025 I moved to Vedantu, first in retention marketing and then running paid campaigns.

I like the planning end of the work most: deciding what to make, building the calendar, and briefing the designers and video editors who make it.

See the case studies Product portfolio Email me

15-20client brands at Tag Media Works

838%more accounts reached for Tipsy Dive in 30 days

46%campaign ROI improvement at Vedantu

Calendars before content

Copy in English, Hindi and Tamil-English

Reading Insights, changing the plan

✦ Case study 1 · Tag Media Works

Muthusaram Dental & Aesthetics

A dentist writing a dental clinic's Instagram. Muthusaram is a Chennai clinic with a dental side and a skin side. I'm a BDS graduate, so I knew which questions patients actually ask and which dental words lose them.

What I did

Built a monthly calendar split by department (dental, skin, both), listing the format, copy and caption for each post.
Wrote plain-language explainers on procedures: a carousel on the stages of a wisdom tooth, teeth-scaling before-and-afters, myth-busting posts, and tips on bad breath.
Designed a 14-day #SmileSquadChallenge to get followers posting their own routines.
Ended posts with one booking line and the clinic's number, so each one could turn into an appointment.
Read the Insights: short, funny, educational reels beat every other format, so I made more of them.

Results

+203.6%accounts reached in 30 days, across organic posts and paid boosts

+122.5%accounts engaged in the same 30 days

26Kplays on the "Smile magic!" reel, run as a boosted reel

72%of campaign leads became patients, as reported by the clinic

From the calendar

Date	Topic	Format	Department
24 Nov 2023	Fun facts about teeth	Creative	Dental
26 Nov 2023	Teeth scaling, before and after	Carousel	Dental
30 Nov 2023	Wisdom tooth stages and struggles	Carousel	Dental
4 Dec 2023	Lip filler	Reel	Skin
9 Dec 2023	Dental health challenge	Carousel	Dental

Grid of Muthusaram Dental and Aesthetics Instagram posts — Posts from the Muthusaram feed. See the live page →

Instagram Insights screenshots for Muthusaram: accounts reached up 203.6 percent, accounts engaged up 122.5 percent — Instagram Insights for the 30 days the results above come from.

✦ Case study 2 · Tag Media Works

Tipsy Dive

A bar calendar built around theme nights, topical days and the IPL. Tipsy Dive is the bar at V Five Hotel in Kattankulattur, Chennai. A bar needs a reason to visit tonight, so I planned the feed around events people already cared about.

What I did

Built the weekly content rhythm around the bar's theme nights: Tamil Night on Sundays, Bollywood Night on Fridays, Club Night on Saturdays, and Ladies Night on Thursdays.
Tied posts to topical days (World Food Day, National Dessert Day, Pasta Day, Global Champagne Day) so there was a reason to post on quiet days.
For IPL season, planned a story for every match day, with special GIFs on CSK match days. The calendar tracked delivery and client approval for each piece.
Wrote reel briefs and designer notes, like using a cricket ball for the "O" in "We Never Run Out Of Options".
Reels with trending audio beat static posts in Insights, so I moved more of the plan to reels.

Results

+838.5%accounts reached in 30 days, across organic posts and paid boosts

+223.3%followers in the same 30 days, with accounts engaged up 174.8%

14Kplays on the Club Night reel, run as a boosted reel

37% · 51%rise in reservations and in signature-cocktail sales, as reported by the client

From the IPL calendar

Date	Story	Match	Feed post	Story status
Thu 20 Mar	Generic story	Opening week	Reel, Ladies Night	Delivered · Approved
Fri 21 Mar	Generic story	Opening week	Carousel, CSK schedule	Delivered · Approved
Sat 22 Mar	IPL story	KKR vs RCB	GIF, Spin the Wheel	Delivered · Approved
Sun 23 Mar	CSK special GIF	SRH vs RR · CSK vs MI		Delivered · Approved
Tue 25 Mar	IPL story	GT vs PBKS	Carousel, "Your taste buds just swiped right!"	Delivered · Approved

A week from the 2025 IPL plan, one row per day.

Grid of Tipsy Dive Instagram posts — Posts from the Tipsy Dive feed. See the live page →

Instagram Insights screenshots for Tipsy Dive: accounts reached up 838.5 percent, followers up 223.3 percent — Instagram Insights for the 30 days the results above come from.

✦ Case study 3 · Tag Media Works

Two brands, two deliberately different systems.

Same person, different systems, each built for what the brand needed.

Madras Pickleball

Energy, in the city's own voice.

A pickleball club with courts in Thiruvanmiyur. I built the brand around bold blue and orange and one line, "Global Standards, Local Soul". The copy mixes Tamil and English the way Chennai actually talks.

Vanakkam Chennai! Semma rally time! Aatam aarambikkalama? Namma Chennai ready-aa?

The stories carry the offer and the next step: 12 coached classes a month for ₹12,000, or a 20-hour court pack for ₹12,000 to use within 30 days, booked on TurfTown or by phone.

House of Kade

Precision.

A minimalist fashion label. The visual system sets a colour rule: Champagne Gold, Cream White and Deep Charcoal, each with a set percentage of use, and never more than 3 colours in one post. The August calendar shows one outfit in 3 shots (half-length, close-up, full-length), with filler posts between.

The visual identity page, with each colour's share of use.

✦ More client work · Tag Media Works

Five more brands, one number each.

Every number below comes from the brand's Instagram Insights.

Chettinadu restaurant

Manpaanai Chettinadu Virundhu

Food-prep and plating reels built on Tamil cinema nostalgia, with festival promos as anchor campaigns.

The "parotta scene" reel got 179,687 views as a boosted reel; 190K views in 30 days.

Rooftop bar, SRR Grand Hotel

La Luna Rooftop & Lounge

"Rooftop Vibes" and "Weekend Lounging" campaigns, with sunset and DJ-night reels.

119,644 accounts reached in 30 days, and 656 link clicks from ads.

Sarees and homeware

Urjaa

Story-led captions, trending reel formats, and posting times set from audience activity.

Accounts reached up 1,624.7% in 30 days, across organic and paid; one ad started 79 messaging conversations.

Hair and skin clinic

Karisma Cosmetic Clinic

Skincare and hair-care tips, live Q&As with the doctors, and a post every other day.

Accounts reached up 506.1% in a month (20 Feb-20 Mar).

Restobar

Middle of Nowhere

Themed nights such as "Taco 'Bout a Party" Tuesdays, plus food and drink reels.

One ad reached 40,820 accounts and brought 418 profile visits.

✦ Vedantu · Jan 2025 to Mar 2026

Performance and retention marketing.

Paid campaigns for exam courses, within a strategy set with the growth team.

I joined Vedantu in January 2025 on the CRM team, then moved to the performance team in April 2025 until March 2026. Vedantu's design team produced the final creatives; my part is described with each campaign.

46%campaign ROI improvement from structured A/B tests

19%lower CAC from the same tests

₹6.9L+Meta spend managed in Jan-Feb 2026, for 1,000+ leads

5.1xROAS on regional search campaigns

Hindi campaigns: wrote the Hindi versions of English JEE, NEET and Class 12 campaigns for Maharashtra, Delhi, Lucknow, Kolkata and Indore.
Retention: ran lifecycle campaigns on email, WhatsApp and push (MoEngage, Gupshup) for segmentation, activation and win-back.
For the product team: built dashboards tracking acquisition, retention and revenue.

Campaign creatives

December 2025 · Video ads

Eklavya Test Series

Gave the creative direction and wrote the edit plans for 2 teacher videos aimed at JEE students. Each plan cuts the same footage into 5 versions to test against each other. The second set is organised by hook: fear, aspiration, FOMO, contrarian, and a mix of fear and aspiration. The design team cut them into 20- and 40-second ads in square and vertical formats, and they ran publicly.

September 2025 · Statics

Teacher's Day campaign

Wrote and reviewed the copy: "Celebrating Teachers By Choice. Our tribute becomes your reward." The ads offered the DNA Express (NEET) and 1-year Arjuna courses at ₹1,999, down from ₹6,999, in English-batch and Telugu-batch versions, sized for feed (1200x1200) and stories (720x1280). The campaign ran publicly.

Vedantu Teacher's Day feed ad: Celebrating Teachers By Choice — Teacher's Day feed ad, English batch.

Vedantu Teacher's Day story ad, Telugu batch — Story ad, Telugu batch.

✦ Let's connect

Open to marketing, product marketing and growth roles.

My resume, writing samples and product work are one click away.

annesa.ghosh1997@gmail.com LinkedIn Writing samples Product portfolio