Chief Marketing Manager
Volkswagen India
Total years of experience :17 years, 9 Months
Marketing Communication (April 2014 - January 2024)
• Led comprehensive 360-degree marketing communication initiatives, encompassing Brand
Communication, Dealer Communication, Events and Media buying and planning.
• Orchestrated the launch and comprehensive marketing communication strategies for Special Editions
carlines.
• Directed and strategized dealer (retail) marketing communication efforts for all carlines under the
Volkswagen. brand. Served as the primary point of contact for dealers, overseeing the creation of marketing creatives and campaigns tailored to their respective cities.
• Oversaw the management, planning, and execution of all creative elements for both main launches and
monthly tactical campaigns.
• Facilitated seamless coordination with 2 marketing agencies, responsible for both creative and retail
marketing activities on a day-to-day basis.
• Supervised the creative aspects of all event-led sponsorships, encompassing Below-The-Line (BTL) and
Above-The-Line (ATL) initiatives.
• Managed various marketing mediums, including print, digital, television commercials, monthly tactical
radio campaigns, point of sale elements at dealerships, dealer hoardings, and other market-specific
advertisements as per requirements.
Press Communication ( 2009 -2014)
1. Conceptualizing, strategizing and implementing the entire Launch and First Drive for Media
2. Managing coverage and other media related activities
3. Organizing test drives for Media across key centers in India
4. Managing and implementing budget for Volkswagen Press Communications
5. Coordinating with Volkswagen AG, Germany for day to day activities
6. Coordinating with PR agency for day to day activities
7. One point contact for Volkswagen Brand Press Fleet in India
New Delhi Auto Expo
Coordinated and executed press and marketing elements for Auto Expo in 2010, 2012, 2014, 2016, and 2020.
1. Built extensive relationships with national media across various beats, including automobile, steel,
lifestyle and entertainment, sports, business, and marketing.
2. Provided strategic consulting services, crafting unique story angles and conceptualizing events.
3. Conceptualized, strategized, and executed PR campaigns to achieve client objectives.
4. Contributed to client pitches by delivering customized presentations backed by thorough research.
5. Documented activities through monthly dossiers, work-in-progress reports, event reports, and first impact reports.
6. Prepared comprehensive media and non-media plans aligned with strategic insights.
7. Authored press releases and coordinated press conferences.
8. Managed issues and crises effectively.
Highlights with Tata Motors:
1. Executed the launch of Tata Nano and the unveiling of the Tata small car at the Auto Expo 2008.
2. Organized the Ferrari Magic India Discovery Tour.
3. Managed Press Communication for the launches of Ace Magic, Winger, Safari, Sumo Grande, Indica Vista, and Xenon XT.
4. Oversaw the rollout of Tata Indica's one millionth car from the Pune Plant.
5. Coordinated the launch of Medium and Heavy Commercial Vehicles in Pune.
6. Facilitated Tata Motors' participation in the Defense Expo 2008 in Delhi.
7. Managed Tata Motors' role as the Official Vehicle provider for the Commonwealth Youth Baton Relay.
Other clients serviced at Vaishnavi:
Jaguar & Land Rover
Tata Steel
Chennai Open 2008
Rajasthan Royals 2009
Tata Tea Arsenal Soccer 2008
Lifestyle and Entertainment: Channel V, Star World
1. Established strong relationships with national media, targeting beats such as FMCG, Automobile, etc.
2. Developed and implemented PR interviews, shoots, events, and press conferences.
Coordinated various other media-related activities.
3. Prepared media dipsticks for clients to enhance understanding of products and services.
4. Documented activities through monthly dossiers, work-in-progress reports, event reports, and first impact reports.
5. Created PowerPoint presentations for clients.
6. Pitched stories, exclusives, and features to media, along with organizing promotional activities for corporate clients including Spencer Retail, J L Morison India Ltd, Seacod, and Suzuki Bikes.
Highlights:
1.Drafted press releases.
2. Conducted follow-ups with the media on press releases, articles, and interviews.
3. Monitored newspapers, magazines, and online websites on a daily basis.
4. Distributed news reports.
5. Organized press conferences.
6. Executed PR plans effectively.
7. Coordinated additional media-related activities.
8. Generated new story ideas through pitching.
9. Followed up with affiliates on coverage for outstation clients.
10. Conducted media value assessments for clients as needed.