Jinal Shah is a marketing strategist. She runs a solutions focused company that helps businesses thrive by embracing change through marketing, talent, and innovation.
Her approach is focused on breaking down complacency, bad habits, and silos. She does this by merging systems thinking with creativity, bringing relentless discipline to brand and marketing strategy, and by building optimistic, diverse, no-assholes team cultures that fight for the work and only for the work.
Most recently, she served as VP of Marketing at Newell Brands in their eCommerce Division. Prior to Newell, she spent the last six years at WPP's J. Walter Thompson Company most recently as Global Digital Director. Before joining the agency world, she launched a social network for a financial services company.
Jinal was ranked by The Guardian as the one of Ten Digital Strategists to Watch and was listed as iMedia's Top 25 Internet Innovators. Her work has also won Mobile Marketer of the Year Award and Gold and Silver Lions, ADC, Clip and also a Webby.
VP, MARKETING, NEWELL BRANDS
Led eCommerce Marketing Division through an extraordinary time of transformation, turmoil, and accelerated growth post Jarden acquisition and amidst B&M deterioration. Hired to built the marketing capability from scratch and lead end-to-end responsibility of the digital shopper journey on DTC and Amazon.
Built and managed a highly motivated team of 80+ marketing, production, and creative talent and ensured high retention rates through two office moves and organizational ambiguity. Navigated a complex, matrix environment, and drove alignment between brand and eCommerce needs leading to increased collaboration, less territorial outlook, and consistent creative.
Led digital shelf responsibility for 36K SKUs across DTC, Amazon, WalMart, and other retailers. Drove a consistent > 5x ROAS across a $30M marketing budget contributing to overall 40%+ growth on the channel over 2016. And drove +20% YoY for Direct-to-Consumer business by scaling paid acquisition, investing heavily in affiliate channels and elevating creative.
global digital director, J. walter thompson
Architected the digital transformation of the agency by creating a global center of digital excellence, participating in global acquisitions, and launching new capabilities in content and digital shopper. Efforts ensured JWT's ranking climbed from double digits to #7 in 2016 at Cannes.
Led annual digital planning, integrated marketing, and award-winning campaigns for a portfolio of B2B, retail and CPG Clients such as Revlon, Avon, Macy's, Estee Lauder, Nestle, T. Rowe Price, ForeverMark, On-Go, AcornSeekers, The Conference Board, and Rolex.
Strategist, bond strategy & influence
Led product growth and development of Webby Award-Winning OPENForum.com for American Express, specifically in areas of UX, content, user acquisition, distribution, and online advertising. Also launched New York's first meeting space, Meet at the Apartment.
PRODUCT MANAGER, ADVANTA BANK CORP
Conceived, produced, and launched ideablob.com - the very first social network ever launched by a financial services company. Ideablob.com won the People's Choice Award at DEMO 07 Conference. Also assessed market potential for new financial products and partnerships by sizing the market, availability of resources and evaluating company underwriting strategy. Closed partnership with kiva.org.