Marketing Manager

KRIPA NARAYANAN

**** ****** ****** ******** ** **026 Email: *****.*********@*****.*** Tel: +1-312-***-****

Masters in Integrated Marketing Communications from Northwestern University Digital & Social Media Brand and Advertising Strategy Marketing

Communications Consumer Insights Analysis Qualitative and Quantitative Research Media Planning & Buying Creative Content Development Adobe

Photoshop & Final Cut Pro SAS & SPSS

EXPERIENCE

E.LEAVEN FOOD COMPANY Chicago, IL

Marketing Director June 2013-current

Charged with building brand awareness and increasing online and foot traffic for the restaurant. Increased overall foot traffic by 13%. Increased social media

engagement by 135%.

• Compelling Social Media strategy and engagement

• Develop robust brand and marketing strategies for acquisition and retention of customers

• Develop pragmatic, cost-effective and engaging tactical plans that are measurable

• Develop effective promotional calendar

• Produce dynamic marketing collateral

• Develop practical, implementable and measureable loyalty programs

• Cultivate prudent and strategic external partnerships

• Derive consumer insights through analytics

• Measure and report initiative effectiveness on a monthly basis

• Set, track, project and report budget and MROI

• Provide timely thought leadership

• Follow and achieve sales growth and brand awareness targets

STARCOM Chicago, IL

Media Associate April 2011 – April 2012

National TV/Video & Social Media buying and day-to-day account stewardship and project management for Darden Restaurant Group (Olive Garden, Red

Lobster)

• Managed advertising investment of over $30 Million

• Monitored and adjusted media schedules based on performance of TV networks and programs

• Tracked market for trends and opportunities and used this information to make advertising investment recommendations

• Monitored, tracked and reported media spend to client on a weekly basis

• Utilized media research tools, analytics and resources to aid in campaign development

• Client servicing and vendor management (over 50 TV and social media networks)

• Post-buy analysis and reporting

• Developed various efficient and relevant processes for internal (management) and external (client) reporting and communication

FANNIE MAY CONFECTIONS BRANDS Chicago, IL

Brand Strategy Summer Resident June 2010 – August 2010

Charged with developing marketing and brand strategies for launch of new brands and revitalization of existing brands

• Created comprehensive, results-oriented strategies; Presented to top management including President, 1-800-Flowers

• Conducted in-depth market and category research; Designed and conducted qualitative surveys; Analyzed industry and competitive landscape;

Identified key trends and developed detailed go-to-market, channel and touch point strategy

• Modeled new brand architecture, proposed strategy enforcement approach and synthesized strong, creative positioning statement for each brand

ROSE AUDIO VISUALS Mumbai, India

Executive Producer / Creative Director April 2006 – September 2006

Project managed all client liaison, marketing and creative responsibilities for ~$1.8M television drama series - “Twinkle Beauty Parlor,” broadcast on Sony TV

on a four-days-a-week basis with over 900 Million viewers and revenues of over $12,500 per episode

• Management and overview of show - pre-production, production and post-production

• On and off air promotions and marketing

• Conducted focus group studies to gauge the reactions of new episodes and to develop new shows/concepts

SOL PRODUCTIONS Mumbai, India

Associate Producer and Post-production Coordinator August 2005 - April 2006

• Program managed all creative and post production functions for $17M Dance Reality show - “Nach Baliye 1”

• Show broadcast on Star TV with Asia-wide viewership of ~1 Billion, record breaking ratings, and revenues of ~ $275, 000 per episode

Director, Reality Television: Conceptualized, scripted and directed reality show, and coordinated post-production activities for ~$6M, 65-episode

beauty pageant (“Mrs. India 2006”) for Sahara TV

• Collaborated with marketing and on-air promotions groups to enhance viewership to over 1 Billion worldwide within 2 months

BALAJI TELEFILMS Mumbai, India

Creative Head June 2003 – July 2005

• Led creative and marketing teams on the top three of 17 shows produced by company; Two of these shows earned viewership over 1.5 Billion and

record breaking ratings across Asia and the Middle East

• Turned around five problematic on-air shows; Streamlined production to reduce costs by 35% and reduced cycle time to 50% within 3 months on

average

EDUCATION

MEDILL SCHOOL OF JOURNALISM, NORTHWESTERN UNIVERSITY Evanston, IL

Master of Integrated Marketing Communications September 2008 – December 2010

• Concentration in Brand and Advertising Strategy; Extensive coursework in Marketing Analytics and Consumer Insights

• Worked on academic projects for Best Buy, USA Today, SC Johnson and Co, EA Games and Rotary International

• Proficient in statistical software such SPSS and SAS, Microsoft Office suite, HTML, Photoshop, Final Cut Pro and Avid

INDRAPRASTHA COLLEGE, UNIVERSITY OF DELHI, New Delhi, India

Bachelors in Mass Media and Mass Communication (BMMMC) Apr 2000 – May 2003

• Accepted for prestigious program as one of 35 students from over 130,000 candidates on basis of intensive countrywide selection process

• Made documentary on leading exponent of classical dance; Film selected as top 10% from over 50 submissions for screening at the University of Delhi

Film Festival 2003

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