Pravahan Mohanty

Pravahan Mohanty

10+ years Overall Experience
Senior marketing and communications professional with more than a decade of experience in Brand Planning, Integrated Marketing Communications, Advertising and 360° Media Activation, Market Research & Consumer Insights, and Content Strategy & Content Production; with extensive experience in Retail and Consumer Internet E-commerce businesses. Full-Time Masters in Retail Communications Management from Mudra Institute of Communications Ahmedabad (MICA), and currently pursuing Full-Time MBA from IIM Indore.

Functional Areas

   

Education

One-Year Residential Full-Time MBA from IIM Indore (currently pursuing, graduating in Feb 2023)
Full-Time Residential Post-Graduate Program in Retail Communications Management from Mudra Institute of Communications Ahmedabad (MICA)
B.E. (Industrial Production) from Kuvempu University

Accomplishment

Revamped the Marketing strategy for a fresh and revitalized positioning of Marks & Spencer in India, including leading the CRM project to launch the Loyalty Program of M&S in India
Sharply articulated the positioning of Phoenix Marketcity brand through data-driven insights, consumer research and market intelligence, and developed several innovative campaigns to establish the brand across the four pillars of Fashion, Food, Sports, Music & Entertainment
Led the launch of LeEco’s own brand eCommerce store in India through a massive media blitzkrieg that included both mainline and digital / social media, including tie-ups with 30+ celebrities across Bollywood, Sports, Music and other key Influencers

Certification

The Fundamentals of Digital Marketing, issued by Google Digital Garage
Foundations of Digital Marketing and E-commerce, issued by Google

Attract and Engage Customers with Digital Marketing, issued by Google

From Likes to Leads: Interact with Customers Online, issued by Google

Think Outside the Inbox: Email Marketing, issued by Google

Assess for Success: Marketing Analytics and Measurement, issued by Google

Make the Sale: Build, Launch, and Manage E-commerce stores, issued by Google

Satisfaction Guaranteed: Develop Customer Loyalty Online, issued by Google

Experience

Le Ecosystem Technology India Pvt Ltd; Bengaluru

9 months

Country Manager – Marketing Communications

Marketing Leader for launching LeEco’s own eCommerce portal in India for smartphones, smart TVs, Audio & Accessories categories. Managed a marketing budget of 30 crores, and led the Brand, Media, Activation, and PR teams.

  • Formulated a comprehensive integrated marketing communications strategy for launch of (i) Le 2 & (ii) Le Max2 Smartphones, (iii) Smart TVs, (iv) Audio & Accessory categories, as well as launch of (v) LeEco’s own global ecommerce platform LeMall.com/IN in the India market
  • Developed & produced TV ads & short films for social media, each of which registered more than 1 MN views in 48 hours on social channels
  • Led the media planning & buying for TV, Print, Radio, OOH on multi-genre platforms for a budget of 30 cr per quarter; signed up a range of high-impact properties, including title sponsorship for IIFA Awards 2016
  • Generated brand tie-ups with vertical media partners & onboarded 32 KOLs, influencers & celebrities across Travel, Fashion, Lifestyle, Photography, Music & Entertainment categories for interactive & rich engagement-oriented content on social media
Phoenix Marketcity; Chennai

7 months

Assistant General Manager – Marketing

Worked as Marketing Head for Phoenix Marketcity, a super-premium destination shopping centre mall of 1.1 mn sq. ft. retail trading area with over 250+ retail brands. Led a team of 5 resources and reported to the Centre Director.

  • Developed the “super-premium, bridge-to-luxury” positioning for the brand; created a series of advertorials and innovative content for both mainline and digital media – to generate awareness & drive consumer interest
  • Formulated & implemented the BTL events calendar across (i) Fashion (e.g.: Fashion Shows), (ii) Music, (iii) Food, (iv) Sports, & (v) Live Performing Arts with renowned Indian & international artistes which helped drive consumption at super-premium Fashion & F&B brands
  • Managed marketing budget of 16 cr & generated 3 cr income through alliances, partnerships, sponsorships & promotional campaigns; mall witnessed a healthy +32% increase in traffic (footfall) and +25% increase in revenue
TPG Wholesale Pvt Ltd; Gurgaon

2 years, 9 months

Senior Manager – Marketing

Worked as Senior Marketing Manager for a chain of 150+ fashion-led hypermarket stores, present in 115+ Tier – 2 & Tier – 3 cities / towns, with a retail trading area in excess of 2.7 mn sq. ft. Annual Revenue: 2000 crores, with Fashion contributing to 55% of revenue. Led a team of 8 resources and reported to the CEO.

  • Led the development of annual marketing calendar, with a strong focus on seasonality, national / regional / local festivals & other buying occasions across Fashion, Food & FMCG, Electronic Appliances & Durables
  • Launched the refreshed brand identity across all touchpoints, and supervised the in-house creative development of all marketing collaterals: Print Ads, Radio Spots, Outdoor Billboards, In-store décor, PoP, Window + Façade, Catalogues & Brochures
  • Implemented a wide range of media innovation through ATL & BTL activation for all 150+ stores across 115+ tier – 2 / 3 cities & achieved highest share-of-voice & brand salience nationwide within the category of hypermarket retail stores; managed a budget of 70 cr
  • Worked with design & packaging agencies for brand identity & launch of private labels across Apparel, FMCG & Consumer Appliances – created in-store visibility & marketing plan that helped scale-up the new brands to category leadership & profitability within 6 months
  • Collaborated with Nielsen to rollout a quarterly ‘Brand Track’ across 10 priority markets in order to review brand equity scores on salience, imagery, perception, consideration & trials; partnered with Millward Brown (Kantar Group) for benchmarking study for Fashion business
Exclusively.IN; New Delhi

1 year, 2 months

Manager – Marketing & CRM
  • Managed all social media assets, developed the content editorial plan & supervised the production of creative content; conducted A/B test on email subject lines, analyzed open rates, CTR, & performed extensive analytics for lead nurturing & customer acquisition
  • Launched SEO campaigns to drive organic growth; reduced abandoned carts by 15%, and created a waitlist option for fastest moving products in Fashion
Marks and Spencer Reliance India Pvt Ltd; Gurgaon

9 months

Marketing Consultant
  • Implemented the refreshed media strategy in India through pan-India ATL campaigns & differentiated BTL plans at a regional/city/store level – helped reposition the brand as “stylish, comfortable, mid-market & affordable”
  • Led the implementation of the “Your M&S Club”, the customer loyalty program of M&S India; collaborated across cross-functional teams (Retail Operations, Buying & Merchandising, IT, Finance, Legal & external service providers) to launch the Loyalty Program in record time
  • Launched & managed the Marks & Spencer India website, with fresh content updated regularly; rolled out SEO campaigns to drive traffic
Reliance Footprint Ltd; Bangalore

8 months

Manager – Business Information
  • Implemented the Store Branding Plan at all new Stores: institutionalized the Brand Architecture, Identity, Logo & Thematic Communications on the external Façade, In-Store Signage, Department & Category Headers
  • Successfully executed the Brand Activation Plan through Media vehicles for sustenance of all Stores, using Print, Radio, OOH, and drove visibility of Private Labels through In-store Display, Communication & Packaging
Infosys; Bangalore

1 year

Analyst – Retail and Consumer Packaged Goods
  • Worked with international Retail & CPG clients on a range of work around Marketing Analytics, improving the shopper experience, deploying syndicated technology for transition to an omnichannel / hybrid retail environment, improving Business Processes and strengthening internal controls
Ernst & Young India Pvt Ltd; Gurgaon

1 year

Analyst – Retail and Consumer Products
  • Worked with Retail and FMCG clients on improving the effectiveness of their Marketing campaigns, and developed a comprehensive GTM Brand Strategy (Brand Extension and New Products) for new markets and geographies
Pricewaterhouse India Pvt Ltd; Bhubaneswar and Kolkata

1 year 4 months

Consultant
  • Worked with client Metro Cash & Carry on their India-entry strategy; performed extensive primary research across 10+ cities & towns to understand the potential & penetration of modern trade in Food & Grocery, FMCG, Consumer Durables & Electronics, Apparel, Footwear, Kitchenware & Home Furnishings, and General Merchandise categories