Pratinav كومار

Head of Marketing (International) في Domino's Pizza

• الهند
• أشغل هذه الوظيفة منذ يونيو 2022

• Heading marketing for one of the world’s largest QSR brands, Domino’s Pizza, across international markets in South-East Asia
­ Responsible for delivering top-line business results and profitability by designing long-term and short-term brand growth strategies and driving in-market executions

• Built strong consumer-focused marketing plans that delivered 45% systems sales growth in Bangladesh and Sri Lanka in FY ’23, with same-store growth of 18% and 20% respectively
 Sri Lanka - Highest-ever sales in Dec & third-highest in Oct ’22; Increased the AWO (average weekly order) by 25%
 Bangladesh - Highest ever sales in Dec ’22; Increased BPO (bill value per order) by 22%

• Led 360 marketing campaigns & initiatives to strengthen the brand equity and increase salience
 Received 11+ awards at Bangladesh brand forum for Christmas, Ramadan Buy 1 Give 1 and FIFA D-Box marketing campaigns
 Other campaigns executed - Live Pizza Theatre, All New Domino’s, Children’s Day, Best Rs. 1, Domino’s All Women’s Store, Junior Pizza Maker

­ Leading the planning and execution of monthly marketing plans and innovations, including promo innovations, milestone offers, precision marketing, App & SMS promotions, social media marketing, brand campaigns, performance ads, customer loyalty, activations and in-store promotions
 Grew overall customer base by 56% & customer order frequency by 19% in FY23 Y-o-Y
 Highest growth in Heavy (Gr- 46%), Medium (Gr-29%), Light (Gr- 16%) frequency users

­ Developed & executed the new product development (NPD) & innovations calendar. Worked closely with the India/ local culinary teams to execute new product launches, including cheese lava pizzas, new pizza mania range, zingy parcel, chicken wings, choco pizza, potato wedges, rice
 Achieved greater NPS and VFM scores than the national score for both Cheese Lava & new Pizza Mania

• Leading the performance marketing and social media (digital marketing) for Domino’s
 Achieved highest monthly traffic & active users on the App (5.5 Lakhs, 2.6 lakhs resp.) till date in Q3
 Improved conversion rate on App & PWA by 30% (>10%)
 Optimized the digital funnel, including add-to-carts and orders, to increase the overall revenue

­ Successfully implemented the social media strategy resulting in 25% growth in Instagram and 30% growth in Facebook brand handles in 6 months (36% & 21% increase in reach, resp.)
 Sri Lanka: IG: 59K, FB: 471K followers, Bangladesh: IG: 30K, FB: 279K followers

• Responsible for jointly developing the annual marketing plan (AOP) for the respective markets for FY 24
 Aligned marketing strategies and innovations with business goals/objectives, ensuring the plans are measurable and actionable.


­ Led U&A study to launch Dunkin Donuts, Popeye’s and Hong’s Kitchen in SL & BD

­ Building & leading high performance marketing teams in Sri Lanka, Bangladesh and Nepal

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