Pravahan Mohanty

Pravahan Mohanty

10 years Overall Experience
Multi-faceted marketing & communications professional with expertise in blending creative intellect, consumer insight, and sharp planning skills for managing Brands, and meeting top & bottom-line objectives. Significant experience in Retail, eCommerce and Consumer Products sector. Full-Time Master’s in Retail Communications Management from Mudra Institute of Communications Ahmedabad (MICA) and currently pursuing Full-Time MBA from IIM Indore

Functional Areas

   

Education

Mudra Institute of Communications Ahmedabad (MICA)
Post-Graduate Programme in Retail Communications Management
Kuvempu University
B.E., Industrial Production

Accomplishment

Volunteer to Old Age Homes (affiliated to an NGO based at Gurgaon)
Provide counselling, support and time to people undergoing issues with mental wellness

Certification

-

Experience

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