Dec 2018 – Jan 2020 · 1 yr 1 mo · Mumbai Area, India

Oct 2016 – Dec 2018 · 2 yrs 2 mos · Mumbai Area, India

• Brand Management:
• Deliver high impact national brand campaigns for Vodafone India
• Responsible for brand track studies for measurement of brand KPIs
• Co-create & design the annual marketing calendar
• Implement Brand identity guidelines internally and externally
• Interface with business/product teams to influence the pipeline of products/propositions
• Initiate consumer research & unearth insights from primary & secondary research to consistently sharpen the strategic focus
• Integrated Communications:
• Develop creative strategy & development in traditional media working with creative agencies
• Develop creative brief and insights for brand/business to achieve targeted business goals
• Management of workflows & timelines for development of ATL campaigns
• Develop marketing/media-mix of campaigns and innovative contact paths for reaching out to consumers closely working with media/event teams
• Achieve campaign level brand and customer metrics (such as Spont. awareness, consideration, key differentiation parameters)
• Support Business with various innovative marketing collaterals, selling materials & visibility tools
• Partnerships & Associations:
• Identify partnership opportunities for the mother brand and lead strategy, planning and communications for new and existing associations (including IPL)
• Lead the overall digital strategy and on ground activation – activity planning & execution, innovation, media planning across all ATL, BTL and digital platforms
• Formulate the digital strategy and focus on digital innovations for generating maximum participation, conversations & engagement
• Monitor live conversations at our Social Media Command Center and develop instant communication to ride on reactions

Jul 2014 – Oct 2016 · 2 yrs 3 mos · Mumbai Area, India

• Core Mandate: Strategize, plan and execute new show launch and sustenance marketing campaigns nationally, execute revenue driven sales integrations, lead trade relations and sponsorships
• Build and execute 360-degree marketing plans (ATL + BTL)
• Core member of the launch team of &TV – the biggest Hindi GEC launch of the decade.
• Launched big ticket international formats like ‘The Voice’ and ‘So You Think You Can Dance’ in India market
• Led the team to forecast the annual A&P budget and ensure optimum spends across all ATL and BTL activities for launch & sustenance activities of the channel
• Worked closely with the core Leadership Team for designing the overall annual strategy, go-to-market approach, consumer initiatives, brand planning and budget management across various HSM geographies
• End-to-End Creative & Media Agency Management
• Supervise all promo shoots along with the online delivery of films
• Conceptualized and executed the launch brand films for &TV (in collaboration with Sachin-Jigar and Tigmanshu Dhulia Films)
• Led the weekly promo concepts of shows with the OAP team to plan short term sustenance campaigns
• Identify opportunities across all channel properties and work closely with the Ad sales team to enable integrations resulting in revenue generation

May 2009 – Jul 2014 · 5 yrs 2 mos · Mumbai

• End-to-End management of the ‘Infotainment’ business for Mumbai circle (Apr’13 – Jun’14)
• Create the Annual Operating Plan for the portfolio; decide the marketing mix to achieve revenue targets - Idea Excellence award for showcasing highest growth % in the country YOY in the designated portfolio.
• VAS sales – introduced a new channel – company operated retail stores for VAS upselling - Idea Excellence award for innovation and generation of a revenue of INR 8 MN annually through the new medium
• End-to-End management of the ‘Ring Back Tone’ business for Mumbai circle (Jan’11 – Mar’13)
• Highest growth in revenue % PAN India, with a growth of 65% and monthly revenue of INR 20 MN in 2012 –Idea Excellence Award for significantly exceeding RBT revenue.
• Introduced a micro segmentation model and BI module incorporation initiative to drive customer acquisition and increase retention levels - TQM Green Belt Holder for generating incremental INR 9MN in 5 months.