Priya Shah

Priya Shah

Director, Social Media at SquareTrade

San Francisco Bay Area
Public Relations and Communications

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Priya Shah's Overview

  • Executive WATConsultant (PR) at WATConsult
  • Marketing and Administrative Assistant at Eagle Eye Software
  • Internship at Deakin University
  • St Joseph High School

500+ connections


Priya Shah's Summary

A social media professional (not a ninja or guru, just a curious observer) with a strong foundation in public relation, corporate communications and mapping customer experience. My previous experience that spans over 8 years coupled with my education at NYU has equipped me with the skills required to be efficient and effective.

My strengths lie in guiding fast-growing companies to initiate and sustain quality engagement using social channels. Prior to joining SquareTrade, I worked for start-ups in New York and India. I hold a master’s in public relations and corporate communications from NYU.

Bollywood loving, Horror movie hating, beach bum lazing, Tea Junkie. An Eternal Entrepreneur. Currently Director, Social Media for @SquareTrade.

Specialties: Social Media, Corporate Communications, Employee Relations, Media Relations, Online Communications, Online Reputation, Social Media Strategy Tracking Online Conversations, Crisis Management and Strategist. Mediocre Sound, Video and Photo, Sound and Video editor.

Priya Shah's Experience

Director of Social Media


Privately Held; 201-500 employees; Internet industry

July 2010Present (4 years 3 months) San Francisco Bay Area

Grew and cultivated SquareTrade’s Social programs and customer experience to be integral to marketing, brand, B2B & Partner marketing, customer service and customer journey.

Community Building & Engagement: Started the social program from scratch and built it into one of the most engaged communities for a financial services institute.

Social Customer Service: Paved the way for transparent, effective and immediate customer service via social channels. Developed the Moto: Respond to everything, the good, the bad & the ugly. In 2013 SquareTrade won the Shorty Awards for Excellence in Social Customer Service.

Content Creation: Created “The Drop Test” series videos that pitted phones against each other to see how durable they were. These videos have received more than 25 Million views and have received media coverage from national and international news, mentioned in a half-page New York Times Article.

These video series helped us win the Golden Bridge Awards for Use of Video in Social Media 2012. One of these drop test videos, emerged as the top independent videos ranked by engagement in a Study done by Pixability.

Conceptualized and created “The Breakability Score”, a report that scored devices on their durability and helped position SquareTrade as an expert on phone durability and damage. Breakability won the Gold Stevie© Award for PR Campaign of the Year – Consumer Services category 2014.

Integrating Social into the customer journey through branding the claims process and activating customers at their happiest. This effort led to the collection of real customer stories in real time.

Revenue: Using features such as offers and facebook apps, I was effectively able to drive $2 million in sales.

B2B Social Programs: Effectively created awareness & excitement about SquareTrade with Retail Partners and Customer. Worked on Campaigns with Staples, B&H and Tiger Direct.

Communications Consultant

January 2010June 2010 (6 months)

Responsible for media monitoring and keeping team updated on the events surrounding the geo-location sphere. Helped build communication strategies. Coordinated with TheHotlist’s PR agency. Wrote content for press kit and website. Identified key influencers for outreach plans.

Practicum Project Consultant

I'm Too Young for This! Cancer Foundation

Nonprofit; 1-10 employees; Hospital & Health Care industry

January 2010April 2010 (4 months)

As part of NYU's Masters in Public Relations and Corporate Communication curriculum, we (Jade Mangahis, Justine Dilworth and I) worked with I'm Too Young For This! Cancer Foundation ( I[2]y ) to address communication needs for their Annual OMG Summit.

Goal: To increase attendance for the OMG Summit offline and for the summit's live stream online.

The communication plan went beyond the conventional audience of youth cancer patient and targeted college students and millennials.With the help of online, offline and traditional media, the plan hoped to create awareness of I[2]Y and the OMG summit beyond the medical bubble.

Willing to share presentation on request.

Public Relations Officer (Ambassador)

Creativeland Asia

Privately Held; 51-200 employees; Marketing and Advertising industry

February 2008August 2008 (7 months)

Responsible for media and blogger relations.

Effectively created awareness for the company as a 'Youth-Centric Media Company ' by gaining publicity in trade and consumer media. The coverage spanned from major Indian trade websites: Exchange4Media, Agencyfaqs and, and print media: Live Mint and Advertising age.

Proactively initiated and executed the companies Podcast: CLA Voice. Responsibilities extended from pre-production – content creation - post production and creating awareness online.

Executive WATConsultant (PR)


July 2007February 2008 (8 months)

Actively contributed on the companies' blog, generating recognition for the blog both nationally and internationally. Geoff Livingstone from Buzz Communication recognized the company due to a post on Microblogging.

Built and nurtured WATBlog community on various social networks including Facebook, twitter and YouTube. Conceptualized The WATShow; a show on Youtube that covers Indian advertising, Technology and web practices.

Effectively gained offline publicity for the company by getting featured articles in Corporate Dossier (Economic Times) ,Digit magazine, IT Magazine, and LiveMint.

Marketing and Administrative Assistant

Eagle Eye Software

June 2006March 2007 (10 months) Mumbai Area, India

Planned, filed and formatted race day information for companies premium Horse Racing Website. Co-ordinated with marketing team to place ads in local media. Worked closely with Website team to elevate customer experience on the website. Wrote marketing material for the companies brochures and ads. Also conducted administration work around the office to support different teams


Deakin University

Educational Institution; 1001-5000 employees; Higher Education industry

May 2006June 2006 (2 months)

As part of a six week study abroad program(Media and Communications in Australia), I interned for two weeks at Deakin University's Events department.

My responsibilities included processing of conference registrations, database management, and development of written reports.

Priya Shah's Languages

  • Marathi

  • Gujarati

  • Hindi

Priya Shah's Honors and Awards

  • Awarded Best Use of Social Media For Customer Service

    Shorty Industry Awards
    • April 2013

    SquareTrade, the top-rated protection plan trusted by millions of
    happy customers, today announced it won the Shorty Award for Best Use of
    Social Media for Customer Service. The awards honor particularly clever
    and adept creators of concise social media content across a variety of
    platforms. Competing in this category against OnStar(R), Chobani(TM),
    BlackBerry(R) & Globe Telecom, SquareTrade was singled out for its
    innovation and execution of original campaigns in 2012. The winners,
    which included Michelle Obama, Jimmy Kimmel, Nike, Inc. and PepsiCo,
    Inc., were announced at a ceremony on April 8th at The TimesCenter in New
    York City.

  • Best Viral Campaign With Use of Video 2012

    Golden Bridge Business and Innovation Awards
    • October 2012

    SquareTrade won top award in excellence in Social Media for their Drop Test viral video campaign that amassed over 24 million views and helped increase awareness for the need of accidental protection plans on mobile phone.

Priya Shah's Skills & Expertise

  1. Social Media
  2. Online Reputation Management
  3. Brand Development
  4. Corporate Communications
  5. Online Communications
  6. Reputation
  7. Video
  8. Public Relations
  9. Blogging
  10. Crisis Management
  11. Crisis Communications
  12. Internal Communications
  13. Marketing Communications
  14. Strategic Communications
  15. Reputation Management
  16. Editing
  17. Writing
  18. Community Relations
  19. Social Media Marketing
  20. Video Production
  21. Digital Marketing
  22. Integrated Marketing
  23. Marketing Strategy
  24. Communications Strategy
  25. Online Marketing
  26. Press Releases
  27. Corporate Branding
  28. Advertising
  29. Video Editing
  30. Issues Management
  31. Online Advertising
  32. Facebook
  33. Social Networking
  34. Market Research
  35. Content Strategy
  36. Publicity
  37. Content Development
  38. Start-ups
  39. Direct Marketing
  40. Digital Strategy
  41. Journalism
  42. Copywriting
  43. Digital Media
  44. Email Marketing
  45. Web 2.0
  46. Web Analytics
  47. Leadership
  48. SEO
  49. Communications Planning

View All (49) Skills View Fewer Skills

Priya Shah's Education

New York University

Masters in Science, Public Relations and Corporate Communication


Graduate Masters in Public Relations and Corporate Communications from New York University.

Learnt that just like everything else, the industry is changing and slowly but surely ( may be even forcefully) it is listening.

The Abstract to my thesis paper is below:

India, the largest and most diverse democracy is the world, conducts elections every five years. Political communication during these elections is fierce and fervent. This paper will study the use of technology in past elections and examine its success and failure in India’s diverse landscape. The paper will conclude with suggestions to enhance the use of digital technology as a potent political communication tool in India.

University of Mumbai

Bachelors, Mass Media (Major in Advertising)


Educated on a whole range of media subjects such as Journalism, Advertising, Marketing Communications, Market Research, Organizational Behavior, Consumer Behavior, Financial Management, Contemporary Issues, Advertising in Contemporary Society, Public Relations and Direct Marketing.

As part of our curriculum I helped create a documentary on the evils of witch hunting in India. This documentary was later aired on MTV India networks.

My Public Relation campaign for no smoking scored the highest grade in class and was later presented to B-School students of particular institutes in Mumbai as an example of a good PR campaign.

Coming out of my Bachelors I learned that just like sexuality, creativity is fluid. Persuasion is as effective as the work put into it. Basics are most important.

Beyond all I learned you go with your gut, you back it with practicality and execute it with diligence.

Activities and Societies: Part of K.C's annual festival members committee.

Deakin University


St Joseph High School

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