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Zara Mathews

@zaramathews

Brand and integrated marketing leader at COTO, shaping content and product journeys with consumer behavior and SEO insights.

India

Message

At COTO, I lead Content, Social and Branding, connecting brand voice, creative direction and customer-facing communication. I also head UX/UI and collaborate with Product, Design, Technology and Business teams on product development and user journeys.

I’ve led brand and digital marketing at ELEVAR SPORTS across marketplace and D2C channels, and led creative strategy and campaign development at GRAND STEP HONG KONG. Across fashion, footwear and digital consumer brands, I’ve worked on campaign planning, consumer activations, influencer management, budget planning and ROI tracking.

Experience

Work history, roles, and key accomplishments

Current

Content Head

Current

COTO

Jan 2024 - Present (2 years 10 months)

Lead content, social, and branding, connecting brand voice and creative direction. Drive user engagement and retention initiatives, collaborating with product, design, and technology teams.

Content Strategy Social Media Branding UI UX SEO AI LLM Jira

Marketing Manager

Elevar Sports

Jan 2021 - Dec 2024 (3 years 11 months)

Led brand and digital marketing across marketplace and D2C channels, supporting product positioning and campaign execution. Used performance marketing and consumer insights to inform decisions.

Digital Marketing Performance Marketing Ecommerce Campaign Management Consumer Insights

Creative Group Head

Grand Step Hong Kong

Jan 2018 - Dec 2020 (2 years 11 months)

Led creative strategy and campaign development, translating brand objectives into consumer-facing communications. Managed campaign planning from ideation through execution.

Creative Strategy Campaign Development Brand Communications Project Management

Creative Campaign Head

Reliance Corporate (Lacewood)

Jan 2016 - Dec 2018 (2 years 11 months)

Developed campaign concepts, creative direction, and brand communication across marketing touchpoints. Contributed to integrated campaign planning and execution.

Integrated Marketing Creative Direction Brand Communications Campaign Planning

Product Manager

Blueberry Trails

Jan 2014 - Dec 2016 (2 years 11 months)

Worked across product, customer experience, and digital journeys, contributing to product strategy and user experience. Managed digital marketing budget planning and ROI tracking.

Product Management Customer Experience Digital Marketing Budget Planning ROI Tracking