Aug 2022 – Feb 2023 · 6 mos · Mumbai, Maharashtra, India

• Managing the P&L for TV, OTT & Sports Business
• Responsible for revenue, marketing, distribution, programming, partnerships, content acquisition & syndication

Jan 2020 – Aug 2022 · 2 yrs 7 mos · Mumbai Area, India

• Managing the P&L for Broadcasting (Shemaroo MarathiBana) and Digital (Bollywood) business

Mar 2018 – Jan 2020 · 1 yr 10 mos · Mumbai Area, India

• Driving business strategy and revenue for the Bollywood category
• o Content Production - Responsible for commissioning scripts into feature films and shows
• o Mukka By Shemaroo - Launched the cloud kitchen service delivering food through Zomato, Swiggy, Uber Eats & Dunzo. Driving revenue growth, marketing & expansion strategy for the business
• o ShemarooMe - Managing the Bollywood catalogue & subscriber retention for the OTT business. Launched Bollywood Premiere - digital service premiering a new film every Friday.
• o Acquisition – Define pricing & acquisition strategy based on expected box office & TV performance of titles
• o Deployment – Define & drive cataloging strategy for titles across platforms – OTT, YT, DTH etc
• o Programming – Handle programming across all Shemaroo managed platforms
• o Original Content – Responsible for all original content creation across the category. Produced and released the original format ‘Picture Ki Cheer Phaad’ across PVR multiplexes
• o Brand Sales – Handling media sales, alliances, licensing and remake deals
• o Music – Responsible for monetization & syndication of audio catalogue through FMs, online streaming and recreation
• o Screening – Driving box office revenue through re-release of classic cinema across multiplexes
• o Film Production - Responsible for evaluating revenue potential and investing in projects

Dec 2016 – Mar 2018 · 1 yr 3 mos · Mumbai Area, India

• Driving business strategy for the key channels in the movie cluster
• o Design & implement on-air, off-air (ATL, BTL, Digital etc) & cross-platform promotions
• o Consistently deliver innovative & disruptive marketing solutions to suit the rapidly changing consumer landscape
• Created 230 feet Amitabh Bachchan mural on Bandra – Worli Sea Link for Zee Classic
• o Drive PR to maintain share of voice within the category & high campaign coverage
• &pictures and Zee Classic together accounting for over 25% SOV month-on-month
• o Driving the HD content consumption with distribution platforms – DTH & Cable through subscription marketing
• o Leveraging social media assets (Twitter, Facebook, Instagram & YT) for higher brand salience
• Tripled twitter followers & doubled YT channel views organically
• o Drive research to understand consumer insights for sharper business strategies
• o Work closely with sales to design new revenue generation solutions
• Created revenue generating on-ground property ‘Retro in a Metro’

Nov 2014 – Dec 2016 · 2 yrs 1 mo · Mumbai Area, India

• Driving brand strategy & marketing mix for Zee Anmol, India's No 1 channel across all genres
• o Developing & executing the marketing strategy - defining the road map for brand growth
• o Driving viewership to the channels through increased awareness & reach – delivering on category growth, market share & business goals
• o Working on disruptive on-ground initiatives to capture the emerging Indian markets
• o Responsible for all Direct Marketing led initiatives
• o Developing the communication strategy – executing all advertising campaigns for TV, Print, Radio, OOH, Internet & Mobile advertising
• o Responsible for the Media strategy including media planning & buying - custodian of marketing & media budgets
• o Driving all Digital Marketing initiatives – internet, mobile advertising & Social Media
• o Monitoring & driving distribution across platforms
• o Handling PR initiatives & Trade communication

Jun 2010 – Nov 2014 · 4 yrs 5 mos · Mumbai Area, India

• Successfully managed the Brand - Tata Sky.
• o Developing communication to improve brand & advertising awareness.
• o Implementation of advertising campaigns through production of creatives for TV, Radio, Print & Outdoor.
• o Briefing, developing & implementing media plans across all mediums.
• o Monitoring, tracking & evaluation of media plans leading to efficient media buying.
• o Was responsible for the iconic brand campaign - poochne mein kya jaata hai
• Managing the Direct Sales Channel for Tata Sky
• o All direct marketing initiatives leading to sales at the Helpline & Website
• Responsible for lead generation through SEM & conversion of the leads at the Helpline
• Lead generation through various mediums such as SMS, E-mail, Direct Mailer, Ch#100 etc
• Sourcing of prospect databases & partner alliances for generating sales
• o Was responsible for MPEG2 - MPEG4 migration project for set top boxes

Jul 2008 – Jun 2010 · 1 yr 11 mos · Mumbai Area, India

• Responsible for driving ARPU through effective Subscriber Communication.
• o Responsible for creation of content & scheduling on Channel 100 (Barker channel).
• o Custodian of all communication going across to the subscribers across channels – alerts, SMS, e-mails, DMs & interactive applications.
• o Worked with broadcasters & partners towards creating & executing joint promotions.

May 2006 – Jul 2008 · 2 yrs 2 mos · Mumbai Area, India

• Developed strategic marketing plans to launch emerging business lines.
• o Formulated the road map, budgets & annual operating plan for Calling Cards, Net2TV & Walky.
• Designed the brand strategy, distribution channel & online purchase model for the products.
• Worked on the re-launch of Walky in tier 2 & 3 cities.
• Responsible for consumer communication & media plans.
• Responsible for driving sales in the region through .effective communication of product line.
• o Was actively involved in making USO roll out the most successful rural initiative by any telecom player.
• Responsible for designing acquisition plans to increase penetration of telecom in rural belts of India.
• Created innovative branding & visibility media to increase awareness.
• o Worked on development & execution of Smart PCO Hungama – first ever loyalty program for PCO Operators

Feb 2005 – May 2006 · 1 yr 3 mos · Mumbai Area, India

• Managed the PhoneBanking channel aimed towards reducing cost of transaction for the bank.
• o Developed the product strategy by an in-depth analysis of competition & product positioning within the bank.
• Revamped the entire call flow on the IVR to enhance customer experience
• o Conceptualised and executed Marketing Campaigns to increase Visibility & Usage of the channel.
• Deployed PhoneBanking kiosks across branches to increase usage of the channel.
• o Gained in-depth understanding of Call Centre infrastructure by setting up new units across the country
• Launched PhoneBanking Services in 12 new states
• Responsible for staffing & procurement of equipment

Feb 2004 – Jan 2005 · 11 mos · Mumbai Area, India

• Managed Credit Card sales for the Branch Channel
• o Set up the Branch Channel for Credit Card acquisition in Mumbai, the most cost effective channel.
• o Was responsible for recruitment, training & productivity of Sales Executives

Feb 2003 – Jan 2004 · 11 mos · Pune

• Handled sourcing & credit analysis for issuance of Citibank Credit Cards
• o Was responsible for developing the Feeder Channel to increase acquisitions in Pune
• o Responsible for analyzing customer profile & assigning credit limits for the applications sourced by the channel