Randall Fernandez

Key Result Areas: Annual budget forecasting and planning. Brand plan creation, deployment and finance con-trol. Project deadline maintenance. Analyzing product performance and parameters tracking. Managing creative agency, determining India specific positioning and communication. Handling campaigns at a national + local level. Supervising new product & game launches, integrations and corporate alliances. Managing ATL agencies across media. Regularly conceptualizing, executing consumer contact programs in 150 top stores across 20 Sony India sales branches. Liaison with branch sales PICs and trade partners to ensure quality of undertakings + logistics: in-shop branding + promotions. Negotiating launch level software placement quantities. Managing all digital marketing and social media activities. Localisation maintenance of website pages, consumer emailers. Managing PR agency, measure product and game level pro-PR value. Aligning; streamlining all marketing initiatives to be in-sync with global templates and standards. Supporting sales for optimal sell-in, sell-through using shopper behaviour insights, lead generation. Strong team management with sales.

ACHIEVEMENTS: Successfully launched the PS4 and PlayStation TV in India.
- Helped achieve 80% growth above set annual PS4 targets.
- Managed product cycle of other brands in PlayStation ecosystem (i.e. PS3, PS Vita, PlayStation TV, PS2 and PSP).
- Achieved 15% overall annual company growth and console market share of 70%.
- Seamlessly transfigured marketing from a mass to focused approach.
- Effectively integrated digital into niche targeting; strategically balancing brand messaging with rate, mediums of en-gagement and growing FB page from 0.1 mill to over 0.6 million ‘genuine’ Fans.
- Oversaw mega experiential marketing mall programs over 20 weekends: enabling 50, 000+ engagements + running Trade partner promotions for evaluating event effectiveness, conversions.
- Tied-up with top gaming cafes, pubs and properties in metros to host regular youth targeted events.
- Partnered with other global brands like Mercedes, BMW, Nissan, etc to magnify scale of marketing @zero cost.

Key Result Areas: Planning, budget forecasting and control. Undertaking Qualitative Researches for consumer knowledge gathering. Heading ideation and strategy for all business pitches and new property creations. Briefing creative and other teams, basis learning’s and implications with consumer insights and creative triggers. Managing PR agency and media relationship, control information flow to media. Overseeing functioning of website and social media initiatives undertaken by the company.

ACHIEVEMENTS: Successfully helped startup the company in India.
- Developed strategic tie-up’s with renowned mentors/brands like Metallica@F1, Mumbai Film Festival, World Crowdsourcing Week, etc.
- Spearheaded sales pitches and closed high-net worth clients like Pepsi, Tropicana, Club Mahindra, etc.
- Launched project ‘My Nation, My Anthem’: World’s First Crowdsourced National Anthem.
- Assisted other teams within the Reliance group (BIG Flix, Zapak) on Strategy and Business Development.

Accounts handled: Videocon Digital Entertainment Media, Slim Sutra, Yog Sutra

Key Result Areas:
Brand Management: Conceptualized, launched and built brands right from scratch. Executed integrated PAN India campaigns across various ATL and BTL vehicles. Managed communication campaigns across all medi-ums. Formulated and presented bi-annual brand positioning and brand direction strategies.

Marketing: Worked closely with the clients marketing team as well as external parties/agencies like media, events, PR, printers, fabricators, etc for optimal media mix and standardized output. Accountable for all business financials from agency side.

ACHIEVEMENTS: Spearheaded the management of all Accounts from the agency.
- Videocon captured 6% of market share within 1 year of launch into a new product category.

Accounts handled: Indian Oil Corporation (IOC), Parle Food Products, Kinetic Motors, JM Financial Investment Banking

Key Result Areas:
Brand Management: Successfully devised & implemented new branding and positioning campaigns. Undertook qualitative and quantitative researches with Market Research agencies. Led briefing of key departments within the agency like creative, PR, events, digital, etc to formulate integrated 360 campaigns. Ensuring all deadlines are met with detailed accuracy and highest quality across multiple languages.

ACHIEVEMENTS: IOC conferred ‘Superbrand 2008’ by the Superbrands Council of India.
- Spearheaded IOC’s biggest and most successful promotion campaign garnering 1.5 million participants.

Accounts handled: Monsanto India Ltd., Ira Diamond Jewellery, ADF Foods Ltd., Fropper.com, Ziyad Brothers Importing (US based client), Passion Foods Inc (US based client) & House of Spices (US based client)

Key Result Areas:
Brand Management: Formulated and presented brand strategy, loyalty programs and provided packag-ing/merchandising inputs basis market learning’s. Understood international markets and determined type of communication required for building brands in those specific countries.

ACHIEVEMENTS: Managed accounts of not only urban + rural brands in India but also international brands.
- Spearheaded and won INR5 million business for the agency after a multi-agency creative pitch.

Accounts handled: Lintas Media Group, Radhakrishnan Hospitality Services Ltd. (RKHS), NM Rothschild & Sons, Voyager In-vestment Advisors, Ishis Diamond Jewellery, Olive Bar & Kitchen

Key Result Areas:
Account Management: Built and maintained healthy business relations with major clientele and media, servicing and ensuring maximum client satisfaction by achieving delivery & quality norms. Prepared monthly industry tracking reports for top management of all clients.

Sales Executive @ AAPT Telecom, Australia Feb '04- July '04
* Working on-field for Australia's third largest telecommunications company.
* Understanding sales (and the art of selling) on a one-to-one consumer level.