Anika Luthra

About Anika Luthra

The power of brands has always fascinated me. Whether it’s to make a brand relevant to their customers, reposition an existing brand in today\'s constantly evolving market, or solving a marketing challenge to connect with audiences better, I bring creative thinking and passion that helps brands discover their paths to success. I am a believer in making change happen, and for over 15 years, I have worked with brands to transform themselves through strategic thinking and commitment to building and sustaining long-term, collaborative relationships. Following my love for a strategic challenge, I found others with similar interests to team up with, and Creative Notion was born. Supported by an expert international team of independent thinkers, Creative Notion strives in developing compelling stories through unearthed strategic insights utilising qualitative and quantitative methodologies, that help brands turn challenges into opportunities and ideas into reality. Research Skills: Primary Research and Analysis - Quantitative (Survey Design and Programming)/ Qualitative (In-depth Interviews and Focus Groups), Market Research & Analysis - Environmental/ Industry/Competitive Strategy Consulting: Branding/Rebranding Strategy - Consumer Insights/Competitive Landscape/ Audience Personas/Brand Architecture/Brand Positioning, Marketing Strategy - Needs Identification/GTM Strategy and Implementation Plan/Value Proposition/Financial Plan Contact me for consultancy/collaboration opportunities and let\'s make a ruckus together!

Experience

1. Research & Brand Marketing Strategy Consultant

   Upwork

   Dec 2018 — Present

   Designing and undertaking targeted secondary market research; Intelligently analysing the data gathered to distill and synthesise information from multiple sources - Analysing market dynamics that include market opportunities, trends, drivers and challenges - Market sizing and forecast - Profiling companies and conducting detailed competitive analysis In-depth primary research to validate the data obtained from secondary research - Utilising quantitative techniques (survey design/programming/audience configuration) to interpret the data along with market forecast - Interviewing industry experts to gain comprehensive knowledge about the market (interview guide preparation, high standards of moderation) Developing high quality, engaging client outputs that tell a coherent story that is clear, compelling and impactful; developing and delivering full presentations to clients - Strategic recommendations with clear market differentiation, that help clients connect with their customers better, meeting marketing challenges of awareness, increased revenues and stronger brand equity

Education

• University of Illinois Urbana-Champaign

  Bachelor of Science, Business Administration - Marketing

  1997 — 2001

• Temple University

  Specialized Master’s, Enterprise Marketing Management

  2017 — 2019

• RMIT University

  Master of Arts, Advertising

  2004 — 2005