Apr 2022 – Sep 2023 · 1 yr 5 mos · Mumbai, Maharashtra, India

Apr 2020 – Sep 2021 · 1 yr 5 mos · Mumbai, Maharashtra, India

• Drove digital dominance by 80% over baseline by creating and executing social media strategy driving engagement growth by 17 point improvement over baseline. Influenced the design and implemented SEO strategy resulting in the first page position within the consumer cohort mind-space reducing Turn-around-Time (TAT) by 50% over prior ticket closure data.
• Conceptualized, built, and tested a mobile-based LCO community platform aimed at information dissemination & training
• Created a high product awareness activity to become a dominant provider of consumer services in the target market, disrupting competitive dominance.

Aug 2018 – Mar 2020 · 1 yr 7 mos · Mumbai, Maharashtra, India

• Created, owned and drove the roadmap for Group Companies encompassing the Corporation that drove 80% growth in topline and vertical operational breakeven in the 5th month (compared to an industry standard of 14 months)
• Envisaged, drove and formulated strategic alliances with a technology focused vision driving ML/AI based product testing that focused and drove profitability for the product from day-of-launch.

Dec 2016 – Jan 2018 · 1 yr 1 mo · Mumbai, Maharashtra, India

• Focused and initiated an Advanced Analytics & Advisory vertical that used Respondent Level Data winning a multi-agency pitch across the Industry.
• Enhanced and customized product offerings resonating with the customer mind-space that opened up new revenue opportunities eventually contributing to 25% of incremental topline.
• Built a framework assimilating Quantitative and Qualitative insights platform with ML and AI based as well as incorporating market signals, helping drive business outcomes

Jul 2014 – May 2016 · 1 yr 10 mos · Mumbai, Maharashtra, India

• Owned P&L responsibility for the flagship Corporation, exceeding EBIDTA goals consistently by over 20% Quarter-on-Quarter.
• Built and led a thorough content development process defining the brand promise to translating the ask into concept with high level of customer empathy influenced by AB testing growing engagement rates by 40%+ for every launch.
• Envisaged, positioned, and launched new products on new digital platforms amplifying top-of-mind recall that drove consumer engagement thresholds defining new benchmarks

Sep 2005 – Jun 2014 · 8 yrs 9 mos · Mumbai, Maharashtra, India

• Restructured and focused resourcing towards new Products without impacting existing business lines, driving 3x the baseline by empathizing consumer needs and re-focusing resources.
• Pioneered, designed and launched Radio Audience Measurement (RAM) Service and a Sports Sponsorship Evaluation & Consulting division, driving B2B engagement for Suppliers (Advertisers) to engage with their consumers using the TAM Sports platform.
• Pioneered and drove a specialist analytics-cum-consulting practice with annual revenue targets for leading High Awareness consumer channels (TV and Cable), yielding a first in-class customer experience on ‘insight isolation’ and driving implementation of findings across the broadcast landscape, namely, distribution, content/production, programming, promotion/marketing and sales

Sep 2004 – Aug 2005 · 11 mos · Mumbai, Maharashtra, India

• Owned and drove the localization strategy for the Geography (India) targeting the youth / kid and parent influencer audiences for Nickelodeon, driving higher than market-average consumer mind-share and engagement rates.
• Conceptualized and launched an engaging niche consumer series that captured majority mind-share in the Target Audience genre, capturing amongst the top 3 dominant channels in the Primetime slot.
• Experience in owning and driving the P&L for the division achieving the OKRs (Objective and Key Results) identified for the Organizations.

Jan 2001 – Jan 2004 · 3 yrs · Mumbai, Maharashtra, India

• Owned and drove research (June 2001-June 2004) that created milestones for localization of Product offering to the relevant Consumer cohorts
• Developed new curated content and launched a 24-hour market-specific product, influenced by quantitative research
• Drove a quantitative data-driven study on consumers that influenced in opening up new audience cohorts receptive to product launch messaging.

May 1997 – May 2001 · 4 yrs · Mumbai, Maharashtra, India

• Spearheaded the research journey with Discovery Communications India (May 1997 – May 2001) for global projects driving towards content affinity for consumers, infusing secondary audience measurement data leading to renewal / extension of commercial contracts based on data-driven decisioning.

Aug 1995 – Jun 1997 · 1 yr 10 mos · Mumbai, Maharashtra, India

• 1. Pioneered the ‘Implementation planning’ phase for accounts like Kelloggs, Debeers and Kodak towards delivering efficiencies and maximizing media plan effectiveness on TV
• 2. Inter-laced with media planners across offices, resulting in National Buying on key TV events for Non-Unilever accounts
• 3. Pitched and acquired media buying-AOR for Warner-Lambert India and Godrej Appliances (leading white good manufacturer in India), a first in India

Jul 1994 – May 1995 · 10 mos · Mumbai, Maharashtra, India

• 1. Established a new revenue stream for the FM radio business division – Financial advertising adding 24% unprecedented revenue from this sector
• 2. Seconded to help stabilize the Bangalore sales effort, in the 9th month of joining the team. Achieved the same within 3 months against a goal of 6 months
• 3. Awarded the Sales Person of the Year