Business Group Head at Essence Mediacom – GroupM (2024 – Present)
Leading dual-brand portfolio for vivo and Hero VIDA with end-to-end ownership of digital strategy, product launches, and cross-functional stakeholder management.
- Dual-Brand Portfolio Management: Lead the dual brand portfolio for vivo and Hero VIDA, managing distinct digital-first and omnichannel strategies while aligning media investment to clear commercial objectives.
- Strategic Mandates: Played a central role in securing and managing the digital mandate for vivo during the Indian Premier League, overseeing cross-functional coordination with multiple stakeholders to deliver a high-impact campaign aligned with brand objectives.
- Product Launch Leadership: Owned end-to-end digital strategy and execution for flagship launches including vivo X, V, and T Series and Hero VIDA VX2, driving scale and penetration in highly competitive smartphone and EV categories.
- Integrated Execution: Designed and delivered integrated campaigns for Hero VIDA by connecting dealership and on-ground activations with social, search, and display to ensure consistency across the consumer journey.
- Senior Stakeholder Management: Acted as a strategic partner to client leadership teams, ensuring strong alignment between media strategy, marketing priorities, and business outcomes across sales, product, and brand functions.
eCommerce Manager – Paid Media at Starcom Publicis (2022-12 – 2024-02)
Planned and executed full funnel digital campaigns across eCommerce marketplaces, managing team of digital specialists and optimizing performance across multiple platforms.
- Full Funnel Growth: Planned and executed full funnel digital campaigns that drove an 80 percent increase in online traffic and a 2.5x improvement in conversion rates across key platforms.
- Ecommerce Marketplace Strategy: Led onsite and offsite eCommerce marketing across Shopee and Lazada, including Facebook Collaborative Ads, delivering measurable ROI improvements for clients such as L'Oréal Thailand, Haleon, and ABI.
- Team Leadership: Managed and mentored a team of digital specialists, strengthening strategic thinking, execution quality, and performance accountability.
- Performance Optimization: Used advanced data analysis to identify trends and reallocate spend across Google, Meta, and marketplace platforms to improve efficiency and outcomes.
- Cross Functional Collaboration: Worked with broader marketing and business teams to ensure coherent execution across channels.
Media Manager at Dentsu Creative (2021-02 – 2022-12)
Executed high-volume PPC campaigns and performance marketing initiatives, optimizing conversion rates through rigorous testing and data analysis.
- Performance Marketing: Executed high volume PPC campaigns across Google Ads and paid social, managing a monthly budget of $360K with disciplined performance optimization.
- Conversion Rate Improvement: Created and optimized landing pages, improving campaign conversion rates by 45% through rigorous A/B testing and user experience refinement.
- Affiliate Growth: Developed and scaled affiliate marketing programs, delivering a 60% increase in purchases with enhanced brand visibility and partner channel growth.
- Experimentation: Ran systematic tests across creatives, audiences, and formats to continuously improve outcomes.
- Insights and Reporting: Managed comprehensive performance analytics and reporting, translating complex data into actionable insights for client strategy and budget allocation decisions.
Assistant Manager – Paid Media at SVG Media (2018-10 – 2020-01)
Built paid media plans and integrated campaign approaches, supporting account teams and ensuring adherence to marketing best practices.
- Supported account teams in building paid media plans and integrated campaign approaches across multiple brands.
- Helped develop overall marketing strategy inputs including channel planning, creative coordination, and brand presence optimization.
- Partnered with cross-functional teams to support integrated campaign delivery against client KPIs and business objectives.
- Oversaw development, roll-out, and adherence of best practices across marketing channels, ensuring consistent quality and performance standards.
Management Trainee – Paid Media at Interactive Avenues (2018-02 – 2018-08)
Managed paid media execution and reporting, supporting campaign delivery and cross-functional collaboration.
- Managed paid media execution and reporting, ensuring delivery against timelines, budgets, and agreed KPIs.
- Built strong client and internal team relationships to support cost-effective campaign delivery.
- Assisted in translating briefs into actionable channel plans and day-to-day optimizations.
- Supported adherence to channel best practices and quality standards across accounts.
- Collaborated with cross-functional teams to build and execute campaigns aligned with client goals.
