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Manager Marketing, Brand Manager, Consumer Insights, Digital Marketing

Toronto, Ontario, Canada
November 18, 2018

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PRASAD PRADHAN - (Master of Business)

B**** Winona Drive, Toronto

Ontario, M6C 3T2.


Mobile: +1-416-***-****


Worked both at the Client end & Ad Agency within brand/ strategy & account management. A CPG, Food & Beverage, and Education marketing & business development manager, with people management & team building/ leading expertise. Strategy & Implementation in off-line & digital spaces.

• Post-Grad. Brand Management & Digital Marketing at the University of Toronto (2017-8). PROFESSIONAL EXPERIENCE

Contracts with CPG/ Entertainment Organizations, Canada Marketing Consultant/ Food Service Manager / Consumer Insights Manager Ongoing.

• 2014-18: Front of House Event Planning: Event Planning, Administration & Management for Food

& Beverage Events with major Caterers, VIP Clients and Large venues. Guest counts: 20-1500.

• 2014-18: Film & Creative Arts Organizations- Front of House Administration Consultant.

• 2009: Consumer Insights Specialist (Media Com, Canada): Distilled consumer insights & Canadian stats to develop Consumer presentations: Mobile Baby Boomers, Ethnic Diversity of Urban Canada, & the New Canadian demographic within the GTA for key clients.

• 2009:Giraffe Food & Beverages: Food & Beverages manufacturer of Juices, Drinks, Bag-In-A-Box Sodas, Bar Mixers, Sauces, Dips & Dressings to develop annual B2B and B2C Direct/ Email Marketing plans for the Food Service Channels and & Direct Client category for US & Canada. Deep blue Networks/Scholz and Friends, Hungary

Strategic Planning Director & Account Director 2012-13

• Working with a WPP global ad agency (,: Y&R, Grey, JWT & O&M).

• Delivered incremental business with this existing account. Managed the servicing of OTP Division.

• Developed brand & activation strategy & delivered it to the client for Rizla, skruf, Knox. o Reemtsma, Germany: Handling Swedish & Norwegian snus category and OTP brands. o Imperial ITG, Bristol: Handling Rizla.

• Ongoing projects included:

o Developed brand strategy for all three brands with ATL/ BTL communication, social and digital activations. Created the OTP innovation portfolio strategy o Standardized Brand Book/ Architecture; Created Big Ideas; Product stories; Brand templates, Key Visuals for future Campaigns.

o Developed Category Activation Plans for Norway & Sweden. Social media communication plan for snus.

DeVry Institute of Technology, Canada.

Marketing & Communications Specialist - Canada 2009-10

• Delivered 360o marketing strategies to increase inquiry generation and interest (paid media: advertising, promotions, experiential, paid search, events and sponsorships; owned media: website, blog and twitter; earned media: PR, social, outreach and donor activation. o Reduced non-target province inquiries from 50 to 5% ; Increased high converting inquiries from 38 to 54% ; Reduced Cost/ Inquiry from $99 to $84 .

• Developed quick insights into the market and category: Developed the "Go" and “Potentials” campaign to improve ' brand consideration’ (8 12

• Developed the Canadian Strategic Plan, managed the A&P budget, performed market research, cross implemented marketing learning's across the US and Canada on marketing tactics, directed marketing events, and developed marketing and communications collateral. PRASAD PRADHAN +1-416-***-****

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• Directed PR, Advertising, International Recruiting and Inquiry Generating agencies (US and Canadian) to drive prospect inquiries, generate exposure and elevate the Canada brand.

• Delivered $150,000 savings through tighter media negotiations & better web

• Revamped the website:, through implementing usability study recommendations. Humber Institute of Technology & Advanced Learning, Canada Marketing Consultant 2007-2008

• Developed a 150K innovative social & digital plan to target enrollments from new Canadians to position Humber as the definitive choice for prospective Continuing Education (CE) students o Conducted qualitative research to understand the CE consumers’ needs. o Provided consumer insight for content development of specialized courses.

• Developed the SWOT- Humber Marketing and Communications Strategic Plan: 2008-2013. Health and Herbs International, New Zealand Senior Brand Manager

• Delivered 12% growth per annum through developing brand strategies for Nature’s Way, Efamol and Radiance herbals & nutraceuticals.

• Developed the company Annual Plan and delivered against quarterly/ annual gross profit margins.

• Broadened the positioning of Primadophilus through development of effective advertising ( 12%).

• Launched Hoodia to achieve 1st position in the Appetite Suppressants category (six months post launch) with an innovative advertising, promotions, PR and media relations plan ($200k pm).

• Launched four new products within Radiance with full advert/promo support in all media.

• Supervised two brand management staff.

British American (BAT), Germany International Brand Manager

• Delivered increased volume, value and market shares for Kent, Kim, HB & Hollywood, on a budget of $ 4 MM.

• Launched Pall Mall to achieve all 3-month Awareness & Willingness to Purchase Indicators. Developed the product, packaging, advertising, promotions, shopper marketing, sponsorship plan.

• Developed the Benson and Hedges brand launch strategy. Identified the product, packaging, pricing and promotional plan. Negotiated Regional Central Europe & US/ UK Brand Group buy-ins. Procter & Gamble Ltd., India Product Manager

• Developed and implemented brand marketing plans for Old Spice range ( 20%).

• Achieved market share increases through national launch of Musk fragrance ( 8%). Johnson & Johnson Ltd., India Product Executive

• Developed brand plans for Johnson’s Buds and Baby Lotion, delivering ( 45%) growth and

( 48%) gross profit margin.

• Managed two advertising agencies (O&M and Lintas) to deliver brand Advertising & Promotional objectives.


University of Toronto, Canada.

• Graduate. Certificate in Brand Management 2017-19

• Graduate Certificate in Digital Marketing Strategy 2018 Auckland University of Technology, New Zealand.

• Master of Business - Honors (Marketing/ International Business) 2007

• Graduate Diploma in Business (Marketing) 2004


• English, Hindi, Marathi. Working Knowledge: French, Russian, & Bulgarian.

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