Head of Marketing (International)
Domino's Pizza
Total years of experience :12 years, 1 Months
• 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
Studied marketing and finance from one of the top 5 ranked business schools in India. Took admission through CAT (Common Admission Test) and achieved 99.45 percentile. Part of marketing society of FMS as an executive member.