Performance Marketing Head
Bombay Shirts Company
Total years of experience :15 years, 8 Months
• System owner & head of online sales for 4 major brands generating revenue worth INR 135 Cr+ YTD
• Responsible for an upswing of 16% in revenue due to timely strategic interventions on existing media platforms & introduction of new marketing programs - Affiliate & Programmatic Buying
• Currently mentoring team of 5 people while directly reporting to the Chief Growth Officer
• Spearheaded the overall digital media strategy, optimization, and efficiency for business worth INR 400 Cr+
• Enhanced paid media efficiency as compared to previous year, by improving bid-able campaign optimization by 27%
• Designed strategic paid media frameworks, and minimized costs by INR 39.12 Cr as compared to previous spends of INR 110.51 Cr, resulting in tremendous cost savings of 35.4% in only 2 quarters.
• Led various OTT business performance marketing initiatives, leading to a growth in average conversion rate from 16% to 27% annually, and a decline in churn rate from 43% to 38%.
• Accomplished the highest ever subscriptions during IPL'20, by ideating unique strategies for marketing on social media, print & broadcast media, and digital media, focusing on invoking interest among viewers during pandemic.
• Boosted the television business, by maximizing viewership for Star Plus from 6.2 to 9.8 points, and sustaining channel’s position in top Hindi channels for 27 weeks.
• Owned and led media responsibilities for 17 business units, and performed as a key relationship media manager/ representative for India's largest media agencies like Mindshare and Group M.
• Championed as a Project leader for creating Indian Broadcast industry’s 1st ever automated What's App chat bot, leading to increased content consumption/time spent by a user, by 283% for Star Bharat (on Television).
• Won a gold medal at Promax Asia Awards for innovative TV + Digital commercial for Star Movies.
• Restructured the marketing and brand positioning roadmaps, and revived a failing business by 47%.
• Mentored a team of 8 people, defined KPIs, monitored performance, and led effective coordination among teams, while reporting directly to the General Manager.
• Steered business development strategies and GTM plans, in 100% compliance with firm’s objectives, resulting in escalation of business revenue numbers by 28%.
• Administered the overall digital media portfolio for 3 major accounts, spanning P&G (women care portfolio) worth INR 715 Cr, Volkswagen Group worth 60 Cr, and Piaggio worth INR 20 Cr in annual business.
• Secured 2 promotions within 22 months of service, due to increased profitability via effective marketing campaigns.
• Designed and implemented one of the most prominent and award-winning campaign, “Ariel’s Share the Load”, Accomplished 22 local and global awards, and attained the highest level of unaided awareness (8/10) on Nielsen scale.
• Successfully launched Volkswagen Ameo & Piaggio's Aprillia range of scooters in India, with a commendable market response generating 812 leads/test drives in first 3 months.
• Enhanced MediaCom’s Mumbai team ratings in a survey undertaken by Volkswagen & ŠKODA, and facilitated an improved rating by 100% for digital activities, thereby directly impacting business top lines by 15%.
• Led the Volkswagen Group Global Pitch, and confirmed India’s presence amongst the entire APAC market on ŠKODA.
• Handled a team of 6 people, including client servicing managers, SEM & Programmatic Experts, Facebook Marketing Experts, and CMS executives, in direct coordination with Regional Digital Business Lead.
Client portfolio: Mahindra & Mahindra Automobiles, ACC Cements, Reliance Insurance
Social Media Marketing, Media Planning & Buying.
Client portfolio: Maruti Suzuki India, Viacom 18 Motion Pictures, Warner Bros, Godfrey Phillip's India, Samsonite India
CRM, Digital Marketing, Media Planning and Buying
Search engine marketing, SEO