May 2019 – Nov 2020 · 1 yr 6 mos · Bengaluru Area, India

•  Brand Strategy: Build & execute the private brand strategy for Swiggy’s cloud kitchen and private brand portfolio
•  Customer Metrics: Drive new customer acquisition and engagement through non-discounting avenues
•  People: Build the entire marketing team, agency partners & processes from the ground-up

Aug 2017 – May 2019 · 1 yr 9 mos · Bengaluru Area, India

•  Brand & Marcomm: Lead brand marketing for Flipkart’s furniture & electronics categories
•  New Brand Launch: Launch an independent app (2Gud) for refurbished and unbranded goods. Define the brand positioning, create the brand name, visual identity and communication guidelines and execute the go-to-market strategy

Oct 2014 – Jul 2017 · 2 yrs 9 mos · Mumbai Area, India

• Key Responsibilities:
•  Brand Marketing:
• o Digital & ATL: Responsible for all consumer communication
• o Social: Drive consumer engagement on eBay.in’s social media platforms through a structured content marketing playbook covering videos, blogs, influencers & daily content
• o Team structure: 1 Creative Lead and 1 Social Media Manager with 3 in-house designers & agencies (22 Feet Tribal DDB, BBDO, Group M-Motivator, Sokrati, OneDirect), 1 Campaign Manager & 1 Onsite Marketing Manager
•  Revenue:
• o Ad-Sales: Monetize eBay.in’s ad-inventory and audiences via advertising deals with brands and agencies
• o Programmatic: Oversee the ad-exchange setups (Ad-ex, Pubmatic, Rubicon) to maximize yield
• o Partnerships: Liaison with banks and wallets to execute consumer programs to drive incremental business
• o Team structure: 1 National Ad-Sales & Partnerships Head with 4 regional managers and 2 support staff for operations. Programmatic handled by agency (Tercept)
• Key Accomplishments:
•  Things Don’t Judge TV campaign: Sept-Oct’16
• o Direct traffic: 35% lift
• o Awareness & Consideration: 20% lift
• o App downloads: 84% organic spike for Android, 62% for iOS
• o Google Search Trend for eBay: 70% spike
• o Social Sentiment: 2x impact on positive sentiment
•  In-film integrations: Maximized brand visibility at <Rs 1 Cost-Per-Reach in the following movies - Dear Zindagi, Budhiya Singh
•  Oxigen Assisted Shopping: Launching an offline sales program for customer acquisition in Tier2 towns in May’17
•  Innovations:
• o Hashtag Shopping on Twitter: #eBayDeals to search & shop within the Twitter app
• o Gamified shopping experience: Shop-Score-Win, Passion Qwest, Kaun Banega Champion
•  ORM: Put a robust process & team in place and moved our positive sentiment on social from 20% to 40% over 2016
•  Awards: Best Use of Social Media in Marketing for the following campaigns at Asia Retail Congress –
• i) Handwritten Campaign ii) Passion Qwest iii) Dhanbola iv) Things Don’t Judge

Feb 2008 – Oct 2014 · 6 yrs 8 mos · Mumbai Area, India

• Key Responsibilities:
•  Brand Management:
• o Brand custodian for Reliance 3G
• o Formulate the brand’s creative and media strategy and annual marcom calendars
• o Chart out and execute the go-to-market strategy for all ATL / BTL campaigns, delivering on business KPIs while ensuring brand consistency
•  Creative:
• o Work with creative agency from brief to production on TVCs, press ads, radio spots, digital creatives and marketing collaterals
• o Work with the internal creative team to produce employee / trade communication
• o Ensure our 22 circle Marcom teams adhere to brand guidelines
•  Media: Work with Group M (MEC) on media planning, execution, monitoring & post-campaign evaluation for our campaigns
•  Budget management: Development, planning and monitoring the pan-India Annual Operating Plan in the range of $30-60mn
• Key Accomplishments:
•  Business Results:
• o Apple iPhone 5s and 5c launched on Reliance 3G with phenomenal success. Stock out in 3 days
• o Google-Android ‘Blue Bot’ campaign: Resulted in 10x increase in daily acquisition of 3G subscribers
• o 3G launch campaign with the core proposition of ‘Just 3G vs. Reliance 3G’ leading to 3.5 times growth in pulsing base and Gold at ABBYS’12 and EMVIES’12
•  Digital:
• o Reliance Digital TV (DTH) website: Led the complete project management for conceptualizing, developing & deploying the new website
• o Social Mashup: Launched one of the first mashup contests done in the country – An online+offline treasure hunt on FB+Twitter+GMaps across top 5 metros for launching the Reliance 3G Tab
• o Innovative Solutions: executed various innovations like motion posters, WhatsApp videos, AR, Self-Care app and an IM app

Oct 2005 – Feb 2008 · 2 yrs 4 mos · New Delhi Area, India

• Key Responsibilities:
• o Media Planning and Buying: Plan media spends for our clients and oversee rate negotiations across TV, Print, Outdoor, and Digital
• o Business Development: Work with the management team to pitch for new businesses

Dec 2004 – Oct 2005 · 10 mos · New Delhi Area, India

• Media Sales: Represented Zee Studio and Zee Café in the Delhi market

Oct 2002 – Dec 2004 · 2 yrs 2 mos · Pune, Delhi

• Key Responsibilities:
• o Media Sales: Was responsible for ad-sales revenue for TOI’s magazines – Femina, Filmfare