ESADE MBA · Class of 2027 · Barcelona

I'm Monika Virmani,
product strategist

10 years turning data and campaigns into growth. Now building the product instincts to match.

I've spent a decade at the intersection of marketing, technology, and travel — launching omnichannel campaigns, building partnerships across 23 countries, and driving measurable business outcomes. I'm now at ESADE pursuing my MBA and transitioning into product management, where I can bring commercial depth to building products people actually want.

Monika Virmani
Tourism Receipts Generated €170MM · 2024
🥇 Golden Award of Montreux 2024 — Innovation in Tourism ESADE MBA · FT Global Ranking #7 €170MM tourism receipts generated (2024) 126MM+ campaign impressions across 3 markets 50,000+ e-learning platform users onboarded Women in Business Award Scholarship · ESADE Singapore Tourism Board · India, Middle East & Africa 🥇 Golden Award of Montreux 2024 — Innovation in Tourism ESADE MBA · FT Global Ranking #7 €170MM tourism receipts generated (2024) 126MM+ campaign impressions across 3 markets 50,000+ e-learning platform users onboarded Women in Business Award Scholarship · ESADE Singapore Tourism Board · India, Middle East & Africa
What I bring

Strategy. Data.
Human-centered thinking.

01
Product Thinking

I translate business problems into user-centered solutions — defining opportunities, scoping features, and measuring what matters. Every initiative starts with "why."

02
Data-Driven Decisions

From Google Analytics to Power BI, I'm comfortable turning messy numbers into clear recommendations that move teams forward. I've optimized €540K in campaign spend using this lens.

03
User & Market Empathy

A decade working with consumers, travel agencies, and B2B partners across India, the UAE, and Southeast Asia shaped how I think about product-market fit.

Selected Work

Projects that read
like product stories.

These aren't just marketing campaigns. They're product stories — problems defined, strategies built, results measured.

Campaign Strategy Content Product Singapore Tourism Board

IS60 — Launching a Cultural Campaign at Scale

A 60-asset digital campaign celebrating 60 years of India–Singapore diplomatic relations — built from zero, delivered across two markets.

Singapore Tourism Board needed to mark the 60th anniversary of India-Singapore relations with a campaign that felt authentic, culturally resonant, and digitally native — not a generic awareness push.

My Approach

  • Defined the campaign brief and content framework (60 insiders × 60 stories)
  • Coordinated with creative teams and platform partners
  • Designed distribution across Instagram, YouTube, digital media
  • Tracked engagement and reach KPIs throughout

Outcomes

  • 90MM+ reach across India and Singapore
  • 175K+ engagements
  • 15MM+ video views
  • Recognized as a model for STB's future regional campaigns

PM Lens

  • Defined success metrics upfront
  • Managed cross-functional team (creative, content, media)
  • Iterated on distribution based on early performance data
90MM+ Total Reach
15MM+ Video Views
Platform Launch EdTech Brand USA

USA Discovery Program — 0 to 50,000 Users

Designed and launched Brand USA's e-learning platform for the Indian travel trade — from strategy through adoption.

Brand USA needed a scalable way to educate Indian travel agents about US destinations, but had no existing digital education infrastructure in the market.

My Approach

  • Mapped user needs across travel agent segments
  • Collaborated with UX and tech teams on platform localization
  • Designed the agent onboarding flow and incentive structure
  • Led outreach campaigns to drive registrations and completions

Outcomes

  • 50,000+ course completions in India
  • Became a reference case for Brand USA's regional market expansion

PM Lens

  • Defined the user and built adoption funnels
  • Localized the product experience
  • Tracked activation metrics to drive growth
50K+ Course Completions
Growth Strategy Omnichannel San Francisco Travel Association

65% Booking Spike Through Post-COVID Recovery

Led a €480K omnichannel campaign for SFTA — rethinking the consumer journey after 18 months of zero travel.

Post-COVID, traveler confidence was fractured. San Francisco needed a campaign that didn't just drive awareness but actively converted hesitant Indian travelers into bookers.

My Approach

  • Defined traveler personas and mapped the post-COVID consideration journey
  • Designed omnichannel touchpoint strategy (social, OTA, influencer, search)
  • Optimized spend allocation based on real-time performance
  • Reported against conversion and transaction value metrics

Outcomes

  • 65% spike in bookings
  • 54% rise in average transaction value
  • Held up as a benchmark for SFTA's India market strategy

PM Lens

  • Rapid hypothesis testing and mid-campaign pivots
  • Relentless focus on conversion, not just impressions
65% Booking Spike
54% Avg. Transaction ↑
Project Management Trade Event Singapore Tourism Board

SATTE 2024 — €0.9MM Trade Show End-to-End

Took full ownership of South Asia's largest travel trade show — from tender launch through on-ground execution for 45,000+ agents.

Orchestrate STB's largest India trade event, with multiple stakeholder groups (airlines, travel agencies, government bodies) and a tight budget and timeline.

My Approach

  • Wrote and issued the RFP, evaluated vendors, managed contracts
  • Coordinated 9 product update sessions and 13 roadshows
  • Managed €0.9MM budget across logistics, creative, partnerships
  • Delivered brand presence to 45,000+ agents across India and Middle East

Outcomes

  • Delivered on time and on budget
  • Significantly scaled STB's agent network
  • Appointed Project Lead for Cruise Conclave 2025

PM Lens

  • Stakeholder management at scale
  • Scope control and budget governance
  • Cross-functional delivery execution
45K+ Agents Reached
€0.9M Budget Managed

More from a decade in travel & marketing

Role
Company
Key Result
Growth Marketing Manager
DIYGuru
New Delhi
300% web traffic growth · 33% lower acquisition costs
SEO & Performance
InternetGenX
New Delhi
First-page rankings for 12 keywords
Marketing Analyst
PSL Limited
New Delhi
Coordinated €65M pipeline contract
About

Engineering foundations.
Marketing instincts.
Product ambitions.

I started my career as an electrical engineer, which taught me to think in systems, debug problems methodically, and care about how things actually work under the hood. I didn't stay in engineering, but I've never stopped thinking like one.

Over the next ten years, I built a career at the intersection of marketing, technology, and travel. I launched campaigns that reached 126 million people. I built an e-learning platform adopted by 50,000+ users. I managed a €0.9MM trade show. I worked across India, the UAE, Singapore, and the US — learning how different markets think about travel, trust, and technology. At Singapore Tourism Board, I helped drive €170MM in tourism receipts in a single year.

Now I'm at ESADE Business School in Barcelona, one of the top 10 MBA programmes in the world (#7 globally, FT 2026), channeling everything I've learned into a transition into product management. I want to build products that make travel smarter, more personal, and more accessible — and bring a decade of real commercial context to the PM role.

🥇
Golden Award of Montreux 2024 — Innovation in Tourism
For the AR Postcards Toolkit · Switzerland
🏆
India's Best Award 2022 — Digital Innovation
Best Adventure Destination · Travel + Leisure India
🎓
Women in Business Award Scholarship
ESADE Business School · ESADE Fellow
Sept 2025 → Present
Founder & President, Travel & Tourism Club
ESADE Business School · Barcelona
MBA Candidate · Women in Business Award Scholarship Recipient · FT Global MBA Ranking 2026: #7
Feb 2023 → Sept 2025
Portfolio Manager
Singapore Tourism Board (Government of Singapore)
India, Middle East & Africa · €170MM in tourism receipts (2024)
Oct 2018 → Feb 2023
Digital Marketing Manager
Sartha Global Marketing
Brand USA · Visit California · San Francisco Travel Association
Jan 2015 → Oct 2018
Growth Marketing Manager
DIYGuru · New Delhi
300% web traffic growth · 33% lower acquisition costs
Oct 2010 → Dec 2014
Marketing Analyst
PSL Limited · New Delhi
€65M pipeline contract coordination
Education
ESADE Business School, Ramon Llull University
MBA · 2025–2027 · #7 FT Global MBA Ranking 2026
Purdue University
Postgraduate Certificate, Digital Marketing · 2020–2021
Kurukshetra University
B.Tech, Electrical Engineering (Honors) · 2006–2010
Harvard ManageMentor
Global Collaboration · Business Case Development · Leading People
Skills & Tools

What I bring
to a product team.

A toolkit built across a decade of execution — now being sharpened with product management frameworks and an MBA-level strategic lens.

Product Management

I think in user journeys, prioritization frameworks, and feedback loops. I approach problems by defining the "why" before the "what."

User story mapping Product roadmapping Go-to-market strategy A/B testing Stakeholder management Agile / Scrum
Data & Analytics

I've used data to make decisions, not just report on them — from optimizing €540K in campaign spend to tracking platform adoption at scale.

Google Analytics / GA4 Microsoft Power BI Salesforce / Tableau Campaign performance ROI & conversion tracking KPI definition
Strategy & Communication

From pitching Visit California's 5-year digital strategy to C-suite in Sacramento, to building STB's cruise sector roadmap — I turn strategy into a story.

B2B & B2C market strategy Executive presentations RFP writing Cross-functional leadership Omnichannel planning Travel tech expertise
Tools Google Analytics Power BI Salesforce / Tableau Notion Asana Excel / PowerPoint Canva Google Workspace Miro ✦ Figma ✦ Jira ✦ ✦ Currently learning
Let's connect

Let's talk product,
travel, or anything in between.

I'm actively exploring full-time Product Manager opportunities for early 2027. I'm open to roles in travel tech, SaaS, and consumer platforms — and always up for a conversation about the industry.

Full-time PM roles Travel tech SaaS / B2B platforms Consumer apps Speaking on travel & tech Mentorship conversations