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My Thought Process

I believe that data is the best indicator of what strategy needs to be applied to a problem & there is no one way to solve a problem, hence a complete team player & involves the team in decision making. Thus creating more leaders than followers in the team.

 

I would also like to believe that core essence of a digitally alive brand would be about creative experimenting by being involved in developing a customer from  being just a visitor  to your website/online property to a loyalist, who would repeat the purchase decision & choose your brand over your competitors.

 

My job at the end of the day is to come up with ideas that influence choice &  buying behavior and ideas that transform audiences into customers for the brands/clients that I work with.

Education

May 2006Apr 2008

PGDM

School of Communication & Management Studies, Cochin (SCMS-Cochin)

Marketing & Finance

May 2003May 2006

B.Com (Hons)

Calcutta University

Accounting & Finance Honors

Career Achievements

  • Developed a crisis management framework for one of India’s biggest Pvt. Bank (HDFC Bank) in 2012,thus successfully managing the Money Laundering Sting operation crisis that came up on YouTube
  • Driving multi platform customer acquisition for one of the top BFSI brand in India, platforms included Google Search & Display, Mobile App market & Ad exchanges
  • Reduced the TAT on Brand Response for complaints from 4 days to 1 hour on  the Social Media space
  • Double the sales of an e-commerce client in a span of 6 months, powered by a mix of Digital marketing activities by reducing ad spends
  • Drove more than 220% of retainer fee as ROI from Digital Marketing activities for a BFSI client
  • Created a world class online monitoring tool thus aiding in increasing efficiency on the Social Media Listening front; being used by clients like Axis Bank, Reliance Digital & Tata Capital
  • Exceeding download numbers on Mobile App(Android & iOS) for India's leading Private bank in 2012 for a period of 6 month vs target allocated
  • Conceptualized & implemented India’s first live “Tweetinar” for a BFSI brand in late 2010
  • Efficiently established the entire team set-up for Digital Marketing Division with Netscribes India (Research & Consulting Co.)
  • Strategizing & executing Tweet-Chats for one of the biggest Technology brand, thus ensuring huge reach for a B2B product launch
  • Holds the credit of establishing 4 service lines enlisted below:
    • Search Engine Optimization
    • Search Engine Marketing
    • Social Media Marketing
    • Online Reputation Management
    • Email Marketing & Customer Acquisition for Clients
    • Online Brand Monitoring & Response Management
  • Handled the online reputation management piece for India's biggest retail conglomerate (Future Group)
  • Honored with the Super Achiever Award in 2012 for getting the highest profitability for the business unit
  • Actively involved in managing key advertising categories for both Tv9 Kannada & News 9 English channels
  • Successfully planned & executed BTL activities promoting the Brand Tv9 across Karnataka
  • Handled an e-commerce business write from set up to making it market ready & then running a mix of Digital Marketing campaigns to boost sales
  • Digital Asset creation work done for ICICI Bank’s innovation platform named ICICI Trinity, which involved the top 30 premium engineering & management colleges in India
  • Worked on Global Sustainability projects for Tata Quality Management Service (A TATA Sons Company) & devised a social extension to involve key stakeholders across the TATA Group

 

Capability Summary

  • Successful in developing and executing strategic plans, setting and administering budgets and managing sales and business with complete end to end planning
  • Apply innovative marketing strategies to increase client acquisition, penetration & revenues
  • Develop and implement strategies that increase product awareness, market share and company profitability
  • Able to establish a team-spirited environment through a positive and proactive leadership style
  • Excel in managing multiple projects concurrently with strong detail, problem solving, and follow-through capabilities
  • Exceptionally well-organized that demonstrates self-motivation, creativity, and initiative to achieve both personal and corporate goals

Tools Expertise

  • Google Analytics
  • Google Adwords
  • Kenshoo
  • Radian 6
  • Alterian SM2
  • Sysomos
  • Benchmark Email
  • Vertical Response
  • Mail Chimp
  • SEO Moz
  • Hubspot
  • Majestic SEO
  • SEM Rush
  • SilverPop
  • Adobe SiteCatalyst

Work experience

Aug 2014Feb 2015

Director Digital Marketing

Havas Worldwide Digital Matrix
  • Working on Paid Marketing campaigns with spends being allocated on Google, Yahoo & Bing for Bharti Axa General Insurance & IBM
  • Working on SEO for Expedia.co.in, Wego.co.in & Shaadi.com
  • Handling the IBM University Relations team & IBM Diversity & Inclusion campaigns for Media buying & Social outreach activities
  • Doing Business Development & managing the entire team of digital marketers across different skill sets- paid, organic, social & technical
  • Doing Blogger outreach campaign across Financial & Travel industry bloggers
  • Working with International clients from UK & Asia Pacific region on delivering digital marketing projects
Jul 2013Jul 2014

Growth Consultant

Independent Consultant
  • Working with Internet Start-ups & small agencies to devise strategies to garner a larger revenue share
  • Optimizing performance on Social Media projects for Right Click Brand communications for the FY 2014-15
  • Strategizing & Marketing JRB10-A premium Sports Management company & Brasil Futebol Academia across Pan India
Dec 2011May 2013

Head Digital Marketing

Netscribes India Pvt. Ltd
  • Setting up the processes involved for digital media space- organic, paid & social
  • Handled Groupon, Future Group(All 16 brands) & HDFC Bank on Social & Reputation Management
  • Defining processes for various projects and ensuring timely delivery of reports
  • Handled Paid Media spends & social outreach for Intex Technologies for FY 2012-13, covering new product launches & launch of e-commerce platform
  • Worked with Tata Quality team in doing Social outreach on Global Environment & Sustainability projects
  • Conceptualizing & developing tools/platforms to ensure smooth workflow of the entire process
  • Hiring & managing a team with creative, technical & operational skill set
Aug 2010Dec 2011

Project Manager- Social Media Marketing

Starcom Mediavest Group-Convonix (Publicis Groupe)
  • Supervised Online Brand Monitoring projects & developed customized monitoring tools to suit the Indian Social Media space
  • Managed the process of developing an Online Listening Tool to take care of clients monitoring requirements on the social media space
  • Worked on Online Reputation Management projects for Big Industrial Houses in the country
  • Conducted analysis & presenting quantifiable & non quantifiable data to add value to different project
  • Laid the fundamentals of many Indian brands on the Social Media space by strategizing & executing 360 degree digital media campaigns
Nov 2009Apr 2010

Assistant Manager- Ad Sales

Associated Broadcasting Pvt. Ltd. - Tv9 & News 9 
  • Pivotal in managing key advertisers accounts from Bangalore & Chennai
  • Creating & up-selling on air innovations to existing accounts
  • Responsible to manage key brand enhancement events/strategic tie ups with advertisers
Apr 2008Nov 2009

Sr. Officer- Response (Media Sales)

Bennett Colemann & Co.Ltd- The Times of India
  • Key Account/Client management-Times Property
  • Achieving Vertical targets
  • Building relationship with clients and also intermediaries like advertising agencies.
  • Servicing the Client using a 360 degree approach
  • Achieving Client Retention Targets.
  • Organizing events in achieving Revenue Targets

Remuneration/Compensation

Current Fixed CTC: 16.5 lakhs INR p.a

References

Jackson Fernandez

Managing Director, Wego India

Amrita Ramachandran

CEO, Right Click Brand Communications

Jose Ramirez Baretto

Asst. Coach- Atletico De Kolkata