Sep 2018 – Jun 2021 · 2 yrs 9 mos

• Honda gave me a big platform to lead marketing, brand management, media, customer experience, different cross functional projects. Some of the best practices and philosophies of Honda are helpful in making sound impactful decisions at work.
• [1] Conceptualized and administered Mega Launches and developed Integrated marketing communications for: Amaze Launch & launch of diesel technology in India(Mar13), Amaze MMC launch2016 (March), City FMC (Feb14), City MMC (Feb-2017) , City FMC (2020) and launch of connected technology, Jazz(15) WRV (Mar17,Jul20), CR-V FMC (Oct18) and Civic (Mar 19). Worked on integrated communication planning and introduced measurements.
• Understanding winning and losing points of each model, competitive advantage, identified potential customer profile and need-gap through in-depth research. Crafting Positioning and developed Integrated Marketing communication for launch and sustenance phase.
• [2] Identify attributes for Honda Brand direction, planned and implemented activities on the 7Ps of marketing
• [3] Worked on the new retail architecture in line with the Honda Brand direction
• [4] Lead the Market Research & Consumer Insights section.
• [5] ROI based Media strategy and planning:
• Responsible for integrated media planning for Honda
• I built analytics model that helped to link sales funnel with Brand and media KPI.
• Used Lead and lag indicator correlation to continuously monitor campaign efficacy and make modifications for improving ROI.
• Achieved cost optimization by developing media KPIs
• [6] Introduced Performance Marketing in Honda & decreased cost/contract by 8%.
• Established SOP in command centre and introduced lead nurturing to improve conversion from 2.5% to 3%.
• [7] Sales funnel Management:
• Achieved 95% Accuracy in Forecasting of Sales Funnel by accessing seasonality, new launches and run out, competition launches, lifecycle of model. Developed integrated marketing and sales strategy to assure target achievement.

Apr 2017 – Sep 2018 · 1 yr 5 mos

• [1] Set up new department. Focus on UIO customised communication & Increasing CLV.
• [2] Introduction of customized pitch and using analytics to target customers with high propensity to purchase and protect churns
• [3] New Process for customer relationship management introduced in customer journey after detailed study
• [4] Introduction of customer data platform, marketing automation, service cloud for getting single view of customers for 121 communication and improving CLV

Apr 2016 – Mar 2017 · 11 mos

Apr 2013 – Mar 2016 · 2 yrs 11 mos

Feb 2011 – Mar 2013 · 2 yrs 1 mo

Mar 2010 – Feb 2011 · 11 mos · New Delhi Area, India

• This is the 1st turning point in my career. Here I learnt how to work on business and P&L. My hands on experience in working with ABP Group got me in India Today.
• 1] Lead circulation (Subscription, Newsstand) and created new revenue stream for Business Today (India’s No. 1 Business Magazine), Men’s Health (World’s No.1 Men’s lifestyle magazine from US) and Auto Bild India (from Germany).
• Increased the realization of Business Today subscription from -20% to 55%.
• Shifted focus from newsstand (where unsold & trade cost is higher) to line sales copy (guaranteed circulation).
• 2] Focus on Renewal subscription with targeted sample copy, Cross magazine promotion, Bank and Affiliate tie-ups, Corporate tie-ups and Bringing in measurability. Increased from 30% to 49%.
• 3] BT More made profitable (loss making to 1Cr Annual profit)
• 4] New events introduced (Concept, Detailing, Execution cost, Target advertisers, Revenue Potential for 3 years) to increase top line and bottom-line. Annual revenue: 2Cr
• 5] Introduced Standalone issues of BT: Created Concept, Content through Editorial coordination, Decision on ad edit ratio, Target list of Advertisers, Ad revenue forecast / sponsorship potential.
• Annual revenue: 50Lac
• 6] Mens Health association with FDCI Mens Fashion week to position the magazine as lifestyle magazine which has a bigger market from health magazine
• 7] Part of the core team which introduced Auto Bild Golden steering award in India in 2010

Sep 2008 – Mar 2010 · 1 yr 6 mos · New Delhi Area, India

• P&L and business management responsibility of Business Today

Jan 2008 – Aug 2008 · 7 mos · Gurgaon

• Dream agency to work for. The agency that created brands like Cadbury, Fevicol and Vodafone. Got the best of creative talents in the industry to work with. Manpower planning and processes were extremely streamlined.
• Played a Vital role in the successful launch of MotoRazr, MotoQ9, MotoYuva (W230, 270) and Crystal talk Technology.
• Necessary to uplift myself from the rigours of operation and move to business management.

Sep 2006 – Dec 2007 · 1 yr 3 mos · Kolkata

• Returned to where I started. Worked on planning side of advertising and created lot of innovative programs and projects. Turned around the business performance of ABP Daily at a crucial time by actively solving business challenges
• 1)Successfully engaged youth with ABP daily and created plan of properties around it (ABP School IQ Test; Sponsored by Bournvita)
• 2)Conceptualized & executed 360degree sponsored activity for the advertisers in key markets before Puja’07
• 3)Managed Brand Campaign for ABP(Generate curiosity on sensational news, special issues and supplement for engaged reading)
• 4)Star Ananda (Pre-identification and promotion of sensational content for people to watch by appointment)
• 5)Launched Friends FM in Bengal and made it the No.2 channel within 6months of launch
• o Worked on program promotion; RJ Promotion; music festival
• o Won the Consumer Connect Award for the successful launch of Friends FM
• 6) Bisk Farm: Developed 360 degree communication, packaging

Dec 2005 – Aug 2006 · 8 mos · Kolkata

Mar 2005 – Dec 2005 · 9 mos · New Delhi

• My 1st experience on big brands, handling operational pressure and managing multiple stakeholders. I was fortunate to work with some ruthless client and when I look back today this stint transformed me into a true professional. Along with decoding the why behind the brand, it's equally important to complete the whole gamut of need fulfillment of customer (like where and when is the brand, when the need presents itself before the customers and how is the channel and product strategy configured.)
• Here I did some stellar work on:
• [1] Shoppers Behavior study : Consumption pattern of soft drinks in different key accounts, studied incremental sales impact with the positioning of SKUs in Shelf (developed knowledge on Category Management )
• [2] Introduced Occasion Based Messaging for Coca-Cola India:, and developed different communication messages at strategic locations in modern trades, E&D outlets, pan shops, kirana stores, Movie Halls, amusement parks across Tier 1 and Tier 2 markets. The initiative increased the offtake by 5% in North India within a month of implementation.
• [3] Brand Manual for retail (Visicooler branding placements, Umbrella, kiosk branding, POP outline, material spec, Product placement guidelines, Nameplate of shops, Dispenser designs for malls and airports): I developed knowledge of retail category management while working on this.
• [4] Led consumer & trade research in Rajasthan and West UP for Coca-Cola along with the client; conceptualized and implemented activation program
• [5] Key Contributor for 3 brand campaigns of Thums Up (Cost down through production house pitch, celebrity management)
• [6] Developed brand manual for Thums Up
• [7] Launched Mederma and Nor Levo in India; conceptualized and executed all India promotion for Mederma

Aug 2004 – Mar 2005 · 7 mos · New Delhi, Delhi, India

• Account Management (Learnt the ABCD of advertising.)