LeEco India, Bangalore

9 months

Marketing Communications Manager

•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 INR 30 cr per quarter; onboarded 32+ celebrities & influencers for rich engagement-oriented content on social media  
 

Marketing, Phoenix Marketcity, Chennai

7 months

Assistant General Manager

•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 (a) Fashion (e.g.: Fashion Shows), (b) Music, (c) Food, (d) 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 INR 16 cr & generated INR 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 Marketing Manager

•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 INR 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

Marketing & CRM Manager,

•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 & Accessories

Marks & 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 (footwear retail business of Reliance Retail), Bangalore 8 months

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 Fac?ade & Windows, In-Store Signage Elements, Department & Category Headers.
• Successfully executed the Brand Activation Plan through Media vehicles for sustenance of all Stores, using Print, Radio, OOH, and drove enhanced visibility of Private Labels through In-store Display, Communication & Packaging

Infosys, Bangalore

1 year

Analyst – Retail & 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 & Consumer Goods

• 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

PricewaterhouseCoopers India Pvt Ltd, Bhubaneswar & 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 across India to understand the potential / penetration of modern trade across Food & Grocery, FMCG, Consumer Durables & Electronics, Electrical Appliances, Apparel, Footwear, Kitchenware & Home Furnishings, and General Merchandise categories