Deputy General Manager - Marketing
12+ years of extensive experience in Online & Oﬄine marketing with a proven record of accomplishment in Retail Industry with skills to drive business growth,walkin maximization,capitalizes on new revenue potential, and manages all aspects of Integrated 360 degree Marketing. email@example.com
Social Media Marketing
ATL and BTL
11/2019 – 05/2020
Deputy General Manager - Marketing at VR Bengaluru Virtuous Retail
VR Bengaluru is Virtuous Retail South Asia's ﬂagship destination in the city and a ﬁrst-of-its-kind, community- oriented, integrated lifestyle Center
To spearhead & lead the Centre Marketing via strategizing and executing sound Online & Oﬄine strategies to increase retail consumption and footfall maximization eﬀorts through Campaigns,Experiential activation's and Digital IP's. Formulated an overall marketing strategy for the Centre in order to increase the mall consumption by 7% (Y-O-Y) with with an annual budget of 5 Cr through strategic online & oﬄine marketing strategy (ATL & BTL Budget - 3.5 Cr ;Digital Budget – 0.67 Cr ). Achieved 100% sales & footfall achievement till Feb’2020 & 96% (including March) through focused programs to drive new walk-ins at Anchor,Mini-Anchors & In-line brands in lieu to seasonality & festive trends.
Tweaked approach of strategic tactical marketing campaigns like Mad Mad Sale;Shop & Earn which led to incremental registrations;footfall & sales at the centre. Footfall & Sales grew on an average by 6% & 8% (Y-O-Y) respectively.
Led the Digital transformation journey of VRB thereby increasing the Digital portfolio in a span of 5 months (FB – 1%; Insta - 20% & Tw -1.2%) & creating unique digital properties to bring new communities.
5th season of Whiteﬁeld Art Collective – Public Art IP garnered mindboggling numbers as a result of Video-led strategy (Engagements – 3.07 Lacs;Reach – 8.33 Lacs,Impressions -10.26 Lacs
& PR worth 4.5 Cr ).
01/2017 – 10/2019
Senior Manager - Marketing
Phoenix Marketcity is an leading Shopping Centre incorporating Shopping, Dining, Entertainment to deliver a holistic lifestyle & leisure experience.
Drives the marketing strategy and revenue maximization eﬀorts for the Shopping Centre through brand & tactical campaigns, digital IP’s and strategic initiatives. Formulated an overall marketing strategy for the Centre (Mall) which led to increase the mall consumption by 12% (Y-O-Y) with an annual budget of 12 Cr through strategic online & oﬄine marketing strategy (ATL & BTL Budget - 4.6;Digital Budget – 1.51 Cr ). Spearheaded Phoenix Gift Card awareness campaign through strategic use of Website & Digital Media channels (Own & Paid ) resulting in 4 Lac Clicks/Views resulting in 1 Cr sales. 310+ Phoenix Gourmet Club memberships sold worth 3.1 Lacs through lead gen Ads (Leads generated – 2500;12% conversions).
Generated 14M+ impressions/views for 45 day long festive campaign (Phoenix Shopping Festival) through video-led strategy & strategic alliances. Co-created viral campaign cum creative activation - #TheGoodLifeMoment campaign wherein PMC generated achieved stupendous numbers (Campaign Reach (upto 5 Mn);Impressions – 38.7 Lacs; Engagements – 74k;6k delighted on-ground guests). Achievements/Tasks
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11/2015 – 12/2016
Videocon Industries -Techno kart India Ltd
Videocon Industries is one of the largest conglomerate operating in diverse segments - Consumer Electronics & Home Appliances,Telecom,Power & Oil.
Spearheaded the 360 degree marketing eﬀorts for 100+ stores with an annual budget of 30 Cr
((ATL & BTL Budget – 25 Cr & Digital Budget - 1Cr). Led to signiﬁcant increase of ﬁnance scheme share from 4% to 20% in overall consumer payment mediums.
Geo-targeted mobile advertising campaign through InMobi garnered 2.6 Cr impression with 80k clicks/views during launch of Private label.
LED campaign during T20 World Cup garnered 50k+ website clicks through Google Display Ads & Google Search Ads.
Focused E-mailer campaign for Festive Sales Promotion resulted in 3.8 Lacs impressions with 23k clicks/views.
04/2013 – 10/2015
Advertising & Marketing Manager
Tribhovandas Bhimji Zaveri Ltd. is a noted Indian jeweller and jewellery retail chain based in India with 37+ stores Pan-India.
Spearheaded integrated marketing campaigns Pan-India with an annual budget of 60 Cr (ATL & BTL Budget – 53 Cr & Digital Budget - 5 Cr).
Digital automation of KP plan led to reaching out of 1.83 Lacs numbers of audience which led to Rs.10 cr sales.
Loyalty Rewards Program POS integration at store : The program led to 4K+ new customer acquisitions & total Accrual Spends worth 14.65 Cr was recorded ( 89% - New to category & 8% - Shift from competition).
Strategic tie-up with ICICI for Cash Back Oﬀer : 1.62 Lac worth cash back given to 80 new customers.
10/2007 – 02/2011
Assistant Manager – Big Bazaar (Marketing)
Future Group is an Indian conglomerate HQ in Mumbai. The company is known for having a signiﬁcant prominence in Indian retail & fashion sectors.
Worked as a Brand Custodian on assignments concerned with 360 degree marketing (ATL, BTL & Digital), brand management & sales for 140+ Big Bazaar retail outlets spread across 80 Locations in India with an annual budget of 160 Cr. Instrumental in launch of Wednesday Bazaar Bachat Diary (FG’s In-house loyalty program) wherein 2 Lac members were enrolled in 1 month.
Setting up of Customer Database Management for 15 Lac Big Bazaar customers & the repository was used for high-decibel campaigns,category insights & CRM solution. CERTIFICATES
The Complete Digital Marketing Course – 12 Courses in 1 by Udemy (06/2020) EDUCATION
2005 – 2007
Post Graduate Diploma in Management (Marketing)
Balaji Institute of Modern Management