Vipin Ramachandran

Currently as a Senior Manager- Brand Marketing for the SonyLIV app, I lead the marketing function for the region assigned, to grow the active subscriber base of the app. Successfully launched 6 Films /Web originals till date.

Leading the marketing function for SonyLiv in the markets assigned, and growing the active subscriber base.
Improving the intent to watch (ITW) for the new content launches and improving the time spent across platforms.
Growing the social media engagement levels and brand health metrics.

Leading the full funnel marketing for the iconic brand IKEA in India.
• Manage marketing spends to the tune of 100+ crs per year
• Continuously tracking brand health metrics & formulate strategic & tactical marketing campaigns to solve the
challenges the brand faces.
• Create annual marketing calendar & create budgeting scenarios.
• Manage a team of offline & Digital marketers to craft effective marketing plans across TV, Print, OOH & Digital.
• Utilising research / measurement data like Brand Track, TGi/GWI, BARC, IRS, Comscore, GA, FB Analytics etc to
plan, monitor & optimize marketing campaigns.
• Estimating revenue potential & creating marketing plans for expanding E-Commerce to newer markets
• Work with Content team to curate custom content partnerships/ IP’s and influencer marketing plans.
• Work with IKEA Global & GroupM global team to ensure compliance with global policies & standards.
Achievements:
• Successfully launched IKEA Bangalore store and delivered 2.2x footfall targets and 1.3x ecomm revenue.
• Won the prestigious Emvies awards for the same

Managed the Brand Marketing duties for the TV & OTT brands of ZEE Entertainment Enterprises.
• Managed a team of Digital Marketers, On-ground activation specialists & research team to grow the brand into
the No.2 player in the market.
• Overall responsibility to create & improve Intent-to-Watch (ITW) for the shows & events of the channel.
• Increase time spent by the viewers on each show & growing market share through marketing interventions.
• Growing social media follower base & user engagement for the brand.
• Managing performance marketing campaigns to improve app installs and subscription revenue.
• Planning & execution of events & activations - Large scale (ZEE Cine Awards) & small scale (less than 2K packs)
• Managed more than 32 mega celebrity led photoshoots & brand films with tight control on the expenses.
• Managed multiple agencies & vendors including - Creative (Lintas, Stark Communications), Media
(Wavemaker), Events (Hansa Events), OOH (Madison) & Research (Dragonfly) etc.
Achievements:
• Our team successfully launched of ZEE Keralam, making it the fastest growing GEC in India, winning a 10%
market share within a year of launch
• Our Campaigns won 16 awards in just two years (Including Promax BDA, E4M Media Awards etc)

Business development for Entertainment and News Television channels of MMTV.
• Creating custom media solutions for clients to drive in incremental revenues.
• Key clients handled: OPPO Mobiles, Vivo, Kalyan Silks, Federal Bank, Muthoot Fincorp etc

The Mathrubhumi Group is one of the prominent media group in India. The group has a formidable presence in multiple platforms like Print (Mathrubhumi Daily), Radio(Club FM 94.3), Online ( Mathrubhumi.com & Vignet) & Television (Mathrubhumi News, KAPPA Tv)

Business development for the news & events
 Key clients handled: Malabar Gold, Francis Alukkas Jewellers etc