Sr. Business Planning Manager at Mindshare / GroupM Nexus (WPP Group) (2020-12 – 2023-09)
Lead manager overseeing full funnel digital strategy, planning, buying, and execution for multinational brands.
- Reported to the Planning Director as lead manager overseeing full funnel digital strategy, planning, buying, and execution, collaborating cross-functionally with social, research, creative, billing, and operations teams.
- Led end-to-end media planning process for Kimberly Clark from client brief analysis through post campaign reporting, conducting data-led audience research using SimilarWeb, ComScore, Google Analytics, Nielsen studies, and platform insights to define addressable digital audience of 18-20M.
- Led YouTube Director Mix campaign for Huggies, segmenting parents by baby age (newborn, infant, toddler), parent mindset (first-time vs experienced), geography, and language to create 20-30 personalized video variants using text overlays, voice-overs, end cards, and regional languages.
- Developed comprehensive multi-platform strategy with: Google Search for high intent keyword targeting (brand, generic, competitor terms), Meta for engagement via display banners/carousels/short videos, YouTube for storytelling & brand recall, Programmatic for contextual targeting & first-party data integration.
- Implemented first-party data strategy via DV360 integrating premium data partners including FirstCry.com purchases data, Amazon baby category audiences, and parenting apps to target high intent parents, improving campaign relevance and efficiency.
- Led weekly performance tracking and client WBRs (Weekly Business Reviews) with ongoing optimizations including keyword refinements, creative refresh, bid & frequency optimization, and publisher re-allocation to close delivery gaps.
- Worked on strategic business presentations including Performance Review Decks, Annual Operating Plans (AOPs), and New Client Pitch Competition Decks for senior leadership and client presentations.
Business Planning Manager at Madison World (2016-02 – 2018-07)
Developed and executed integrated media plans and digital-first strategies for new product launches and ongoing brand campaigns.
- Collaborating with clients for existing and new launch brand briefs, collaborating with brand and account teams to discuss client objectives and develop media goals and strategies.
- Developed, wrote, and presented integrated annual media plans and digital-first strategies for new product launches and ongoing brand campaigns.
- Actively involved in the strategy and planning for the launch of Tata Sampann Besan product, managing Amazon listings and platform marketing campaigns.
- Set up comprehensive measurement, tracking, and tagging infrastructure including platform pixels, floodlight tags, Shopify/GA conversion tags for post-view and post-click attribution.
- Delivered comprehensive post-campaign reports and client presentations using data visualization tools, covering planned vs delivered KPIs, platform-wise performance analysis, learnings, recommendations, and ROI insights.
- Evaluated and negotiated sponsorship deals and premium placements with online and digital vendors, optimizing cost efficiency and inventory quality.
Sr. Media Planner at Publicis Groupe (2014-04 – 2016-02)
Owned performance marketing delivery for BFSI and healthcare clients, managing campaign execution from planning through optimization.
- Reported to the Performance Marketing Head owning performance marketing delivery for BFSI and healthcare clients, managing campaign execution from planning through optimization.
- Coordinated client requirements for creative's, approvals, and billing using Excel-based tracking and finance tools while overseeing campaign finances.
- Oversaw billing and campaign finances, collaborating with planners and finance associates to ensure accurate vendor payments and budget reconciliation.
- Optimized campaigns on real-time basis through performance monitoring and data analysis, ensuring campaigns achieved CPL and CPA targets on time.
