Jay Sachdev

OVERVIEW
Advancing nidus3D's and COBOD's presence in the Canadian construction technology market through a comprehensive PR and digital marketing strategy beginning in April 2022.

SOLUTION
By leveraging strong media relationships and strategic outreach, I elevated nidus3D's visibility, transforming it into one of North America's leading construction technology companies.

OUTCOME
Within a year, nidus3D gained significant media coverage, including 110+ press pickups and 205+ million impressions, with notable features in major outlets like Globe and Mail, National Post, and CBC. The company was recognized as one of Canada's Top Real Estate Reformers in Maclean's 2023 Power List.

My integrated approach enhanced visibility, new strategic partnerships, and sales and strengthened social media, marketing, and investor relations, cementing nidus3D's position as a leader in housing innovation.

CHALLENGE
Nissan needed to distinguish the Qashqai model in a crowded market, reach a broad and diverse audience, and orchestrate a launch that garnered attention and created lasting positive impressions. More importantly, they needed new car sales for dealerships across North America, and an added challenge was to be market-specific.

SOLUTION
I orchestrated a multifaceted campaign launch integrating PR strategies, social media campaigns, paid media, OOH, and influencer marketing. PR efforts included strategic media engagement, exclusive previews, engaging thought leaders, and crafting compelling narratives. Influencer marketing involved partnering with automotive enthusiasts, lifestyle creators, and micro-influencers to showcase Qashqai's features and experiences authentically.

PR thinking dictated a strategic approach to media engagement involving pre-launch exclusives and tailored story angles for journalists. Thought leaders in the automotive industry were engaged to provide insights and endorsements, amplifying the Qashqai's credibility. Meanwhile, influencers were involved as content creators and strategically integrated into full-scope creatives across social media, paid media, and OOH.

OVERVIEW
Using cutting-edge quantitative PCR technology, autonomous water sampling, and secure cloud-based encryption, Kraken Sense delivers real-time pathogen detection with unmatched speed and accuracy. This innovative platform identifies harmful pathogens like monkeypox and Omicron, a SARS-CoV-2 variant, protecting public health across industries.

CHALLENGE
Kraken Sense partnered with me to create industry awareness, secure top-tier media coverage, and drive impactful conversations among key sectors, including food safety, aviation, agriculture, and public health.

SOLUTION
I positioned the company as a leader in pathogen detection by leveraging strategic partnerships, government relations, and an extensive network.

OUTCOME
Kraken Sense was featured in 45 press articles, generating 296,000+ impressions, and achieved coverage in prominent tier 1 and 2 media outlets. Its technology was piloted at Canada's largest airport, Toronto Pearson, and government officials attended a product-testing demonstration. These efforts sparked vital discussions across the business, trade, and public health sectors, cementing Kraken Sense as a game-changer in environmental and health-tech innovation.

CHALLENGE
With no structured recycling infrastructure, cigarette waste contributes to significant urban litter and environmental degradation—making it one of the most littered items globally.

SOLUTION
Having identified a critical environmental issue, I spearheaded innovative solutions to tackle the challenge. I developed a comprehensive PR strategy, including securing multistakeholder buy-in and aligning objectives across corporate, municipal, and community sectors.

Additionally, I designed and launched a scalable pilot program to recycle cigarette waste, converting a pressing environmental challenge into an opportunity for positive environmental impact and CSR.

OUTCOME
I established strategic partnerships with city officials, municipal leaders, and Imperial Tobacco, fostering collaboration across sectors to implement a seamless collection and recycling process. I also devised revenue-generation strategies for TerraCycle by monetizing cigarette waste recycling services and securing corporate funding for the initiative.

During the pilot phase, we successfully diverted one million cigarette wastes from landfills, setting benchmarks for future scalability.

OVERVIEW
Addressing Fix Auto's low brand awareness and boosting visibility and market share through an innovative, multichannel approach.

CHALLENGE
Fix Auto faced a low, unaided brand awareness of 3.5% and stagnant sales in a competitive auto repair industry.

SOLUTION
I developed and launched a cohesive, cross-platform marketing campaign with a $1.4 million investment, leveraging targeted advertising and digital innovation to position Fix Auto as a top-of-mind brand. The result was the creation and execution of the First Word campaign, utilizing 15-second television spots, 5-second pre-rolls, and cutting-edge placements like mobile ads and in-game virtual billboards.

OUTCOME
Within the first five months of the campaign, I delivered a 7% YoY sales increase, exceeding industry benchmarks and revitalizing Fix Auto's revenue streams.

Unaided brand awareness improved from 3.5% to 8.3%, effectively doubling consumer recognition with significant advancement in Fix Auto's market presence. Customer engagement also grew through innovative ad placements, ensuring Fix Auto remained visible across diverse platforms frequented by its target audience with a scalable framework by optimizing ad spend across digital and traditional media.

OVERVIEW
Promoting health awareness while enhancing Mylan's brand credibility through effective cross-sector partnerships and innovative activation strategies.

CHALLENGE
Canada faced significant gaps in health awareness and access to preventative education, and the campaign required innovative funding solutions and nationwide stakeholder engagement to ensure success.

SOLUTION
I designed and implemented a unified 1-team approach, aligning internal teams, creative agencies, and external partners to execute a seamless, Canada-wide health awareness campaign with measurable results. Ensuring the $2 million initiative's on-time and within-budget delivery, I directed the campaign's strategic development and execution, managing all aspects, including risk mitigation, planning, tracking, and logistics.

OUTCOME
I secured high-profile sponsorships with global and national organizations, including the Elton John AIDS Foundation and Delta Hotels, generating significant revenue recovery to self-fund the campaign. I also achieved unparalleled cross-sector collaboration by fostering relationships with government officials, provincial leaders, and Mylan C-level to drive campaign momentum and ensure alignment with public health objectives.

CHALLENGE
TerraCycle needed to solidify its global presence, optimize brand-specific campaigns for diverse markets, and build strong relationships with stakeholders while delivering innovative solutions to high-profile clients.

SOLUTION
I developed and executed regional and national marketing and PR strategies with C-teams that aligned with client and company objectives. I also enhanced brand visibility and positioned TerraCycle as a leader in the sustainability space.

I delivered campaigns that met and exceeded strategic goals, managing major corporate clients, including Imperial Tobacco, Kraft Foods, Nestlé, Kimberly-Clark, P&G, Maple Leaf Foods, Tassimo, Keurig, Nespresso, and Mondelēz Canada. I also authored high-impact company briefs, roadmaps, complex marketing plans, and press materials, ensuring consistent messaging and positioning across all markets.

OUTCOME
Through multichannel marketing campaigns optimized for client KPIs, key clients' brand visibility increased by 30% and revenue by 25%. I also enhanced stakeholder engagement by fostering collaboration between corporate clients, creative agencies, and government entities, leading to successful partnerships and long-term relationships.

CHALLENGE
• Limited market awareness: Charney Companies struggled to position themselves as a leading name in NYC's competitive real estate industry, with low visibility among investors, developers, and potential clients.
• Lack of strategic partnerships: The firm missed opportunities to forge relationships with key partners that could fuel business growth and portfolio expansion.
• Minimal media presence: Limited media coverage meant missed opportunities to build credibility, showcase expertise, and establish stakeholder trust.

SOLUTION
I drove PR optimization, building strategic relationships with top-tier media outlets, journalists, and influencers and enabling Charney Companies to secure impactful earned media coverage. I also launched precision-targeted digital campaigns, segmenting the audience into investor profiles, developer clients, and property management partners.

Additionally, I developed tailored content and implemented a paid media strategy, resulting in optimized lead generation and enhanced digital presence. I also facilitated high-value partnerships with industry leaders like Tavros and Revel, opening doors to expanding Charney's portfolio of property developments and acquisitions.

CHALLENGE
• Outdated branding: The existing assets failed to communicate the surgeon's premium positioning and modern approach.
• Low social media engagement: Platforms lacked the following and engagement necessary to drive awareness and attract new leads.
• Weak SEO: The website ranked poorly on search engines for high-intent keywords, limiting organic traffic.
• Limited leads: Paid advertising campaigns underperformed on Google and Meta platforms, resulting in low-quality leads.
• Minimal media presence: The practice did not leverage earned media opportunities to build online authority and trust.

SOLUTION
I led creative direction for a new social media outlook, introducing high-quality visuals and video content. I also directed the creation of engaging video content showcasing patient success stories, educational content, and behind-the-scenes insights.

By writing and optimizing all web content with high-intent keywords, I significantly boosted SEO ranking. I also designed and managed high-performing Google Ads campaigns, driving measurable growth in patient leads and optimizing cost per lead. Finally, I increased PR mentions by securing placements in key medical and lifestyle publications.

CHALLENGE
The Oil Change App faced challenges in increasing user engagement, driving app downloads, and building a loyal customer base within a competitive market.

SOLUTION
To stand out in the crowded automotive service space, I first identified the pain points of The Oil Change App's target audience. The solution was clear: save time and money while eliminating the hassle of traditional oil change services. I directed the creation of new social media content, SEO-focused website copy, and email campaigns—all centered around a succinct value proposition highlighting the app's benefits.

OUTCOME
I successfully boosted user engagement and kept the audience connected by emphasizing the app's unique value and providing tailored content. Targeted email campaigns and messaging significantly increased app downloads, gaining traction in a competitive market.

Personalized communication, feedback loops, and ongoing value-driven content also helped foster a loyal customer base. Meanwhile, social proof and user testimonials established The Oil Change App as a trusted leader in the on-demand automotive service sector.

ACHIEVEMENTS
• Developed compelling, compliant ad copy emphasizing outcomes over procedures, driving audience engagement while adhering to strict industry regulations.
• Increased ad conversions by focusing on benefit-oriented messaging.
• Designed Google-compliant landing pages with clear, user-centric content.
• Refined campaigns with tighter ad groups and highly targeted ads, leading to higher conversion rates.
• Enhanced user experience by aligning landing pages with treatment-related searches.
• Implemented intent-driven keyword strategies to attract high-quality leads while reducing costs.
• Avoided restricted terms and broad keywords, optimizing CPC and improving campaign performance.
• Incorporated visual assets, site links, and enhanced ad features for increased visibility.
• Created brand campaigns to direct search traffic effectively, optimizing ad spend and reducing overall costs.

RESULTS
• Boosted conversion rates from 10 leads per month to five leads daily, achieving a steady flow of high-quality inquiries.
• Reduced monthly ad spending from $7,000 to $4,000 while maintaining growth in bookings and consultations.