Work History

Work History
Mar 2014 - Present

Social Media/ Digital Consultant

Work with small and medium sized businesses to set up, manage and build audiences across social media platforms. I also help with overall social media strategy, and execution.

Work with F500 clients to embed new age MR methodologies like Facial Imaging, Prediction Markets and other digital approaches to gain a better understanding of the target audience.

Jul 2013 - Feb 2014

Vice President, Marketing

Element54

Hired to conceptualize, create and promote a social media analytics practice ∙ Collaborated with existing and new clients to weave new age methodologies like Facial, Biometrics and Prediction markets, into their overall research paradigm

Aug 2011 - May 2013

Senior Business Development Manager

Research Now/Conversition

Promoted to this position within a year. Brought in revenues in excess of $700k in first year.

Collaborated with new­ to­ business and high value clients to embed Research Now's Digital and Social Media Research solutions, such that they became an internal currency within their organizations amongst multiple stakeholders.

May 2010 - Aug 2011

Team Leader-Service Delivery

Research Now

Drove overall client satisfaction, through effective use of internal processes and resources.

Motivated and managed a team of 10 direct reports to provide data collection, project management and consulting services to F100 clients.

Jun 2007 - Mar 2010

Senior Account Manager

GfK Custom Research, Greater Toronto

Led a team of 8 direct reports to provide market research and strategy consulting services on a $8M account. Projects spanned across the custom quantitative, qualitative, and tracking research services spectrum.

Led a cross­ functional team that successfully transitioned a complex $3M CATI tracking study (n= 4000 per month) to an on­ line platform, including questionnaire re­ design, sample realignment, panel management, data validation, historic trend reconciliation and recasting.

Doubled revenues generated through custom research(segmentation, brand health, retail research, illicit industry studies, activity tracking, new product launches, package testing).

Designed and deployed a $750K customized online data analysis and reporting interface, after successfully pitching it to the client.

Jun 2006 - May 2007

Brand Manager

Energizer Canada, Greater Toronto Area

Led a cross­ functional team and implemented a Shopper Marketing program at Loblaws.

Managed P&L MAX brands, and executed their biggest promotion program in 2006.

Executed a $1.5M retail marketing test­ concept, based on shopper insights, at RCSS & Zehrs. Managed the whole process from concept and market research to in­ store execution of merchandising and displays. Resulted in 12% increase in same store sales. ∙

Created and successfully targeted a $5M new channel opportunity through unique pricing.

Jan 2005 - Apr 2006

Marketing Manager

Rothmans, Benson & Hedges Inc

Managed and executed all brand related initiatives, and also led merchandising and display innovation programs at retail.

Launched a new international brand into the Canadian marketplace by leading a project team that involved 8 different functional groups. Gained nearly 30% market share in the segment.

Developed and implemented an sku rationalization algorithm that continuously flags non­ performing products for elimination.

Jul 2003 - Dec 2004

Research Associate

Rothmans, Benson & Hedges, Inc.

Managed Analytical and research projects, across various qualitative and quantitative research projects undertaken by RBH brands.

Recommended a more profitable product strategy for RBH in the roll your own segment. This was based on a series of focus groups I designed and conducted across Canada.

Nov 2001 - Jun 2003

Market Analyst - Client Development

ACNielsen Canada, Greater Toronto

Delivered brand, competitive, and retail insights, usually culminating in presentations made to key client personnel at Pepsico, ConAgra, Parmalaat, and Bayer.

Managed daily client needs, and increased revenues by more than $100k by up-selling the full suite of analytical services available.

Provided clients with relevant directions and next steps by linking core products like Markettrack, Homescan, Specatra, ChannelWatch, Knowledgeworks into issue analysis.

Sep 2000 - Oct 2001

Industry Analyst

Frost & Sullivan, Canada, Greater Toronto

Predicted market size, growth, and outlook for emerging technologies for the Chemical and Automotive industries by using forecasting and in­ depth interview models.

Education

Education

B.Ch.E

Jadavpur University

M.B.A

University of Windsor

M.B.A

University of Windsor

Skills

Skills

Social Media Marketing

Analytics

Digital

BRAND MANAGEMENT