Moumita Majumdar Joins Vivo India To Lead Elite Community Marketing
Moumita Majumdar has joined Vivo India to lead elite community marketing, taking a role inside the company's user communications and operations function.
- Role: lead, elite community marketing, Vivo India
- Function: user communications and operations
- Mandate: campus and university creator partnerships, creator recruitment, incentive frameworks, training and on-ground execution
- Experience: eleven years, plus a year of independent consulting immediately before this
- Most recently in-house at: IndoBevs, 82°E and Urban Company
What Elite Community Marketing Actually Involves
The remit is closer to operations than to campaigns. Recruiting creators on campuses, designing what they are paid and rewarded with, training them, and running the events they appear at is a supply chain problem rather than a messaging one.
It is also where handset brands in India increasingly compete. A phone launch reaches the same audience through the same channels for every manufacturer, and the differentiator has moved to whether a brand has standing relationships with the people students already listen to, before there is anything to launch.
The Record Behind The Appointment
Majumdar began in agencies, at Zeno Group under Edelman on Levi's, Nike and Netflix, then as an account manager across Zeno and Ruder Finn on Bumble, Disney+ Hotstar and Marico.
In-house, she led PR and corporate communications for Urban Company across India, the UAE, Saudi Arabia and Singapore, where she built a LinkedIn community of more than three lakh and reduced negative coverage by 75 per cent. At 82°E she repositioned the skincare brand as a premium global label, launching more than twelve products and two categories in a year for over 2,500 organic media mentions and 60 per cent Instagram growth. At IndoBevs she took the brand into 27 states from a standing start, winning four international awards for flagship product Bonga Bonga in its launch year. More appointments.
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