Media Director Business Associate

Ravindranath. K

Phone: +91-928*******

Email: *********@*****.***

Profile:

Experienced MBA (Advertisement & Human Resource Management) professional with a demonstrated experience working in the marketing and advertising industry for 20+ years, specialised Media Buying, Media Strategy, Marketing, Branding & Digital Marketing. Skills:

Media buying & planning (ATL & BTL) *Marketing *Digital, Social media advertising & Digital marketing

*PR, Events, Activations *Branding, MARCOM activities *Product launch, rebranding, product revamping *Competition spend analysis * Positioning of product *Analyses research data to determine the best placement of advertisements * Knowledge in various customized media planning tools like TAM, BARC, MAP etc. * Understanding of brand / product and its target audience *Excellent communication and management skills, detail-oriented and customer focused *Ability to work with a wide range of people, including clients, sales people and own staff * Time management and problem solving skills.

Work Experience:

S N Laboratories, Chennai

Senior Manager

July 2021 onwards

S N Laboratories is a 27 years old bathing soap manufacturing company in Chennai. S N Lab is the manufacturers of Grade 1 soap brands Amma Sandal, Amma Kashayam, Amma Thulasi, Aloemix Premium and Aloemix Sandal. These products are sold directly to Government Societies public distribution system all over Tamil Nadu. Even after 27 years in existence, there was no re-vamping done for the brands so far. So I am responsible for revamping the brand, introducing new variant products, branding, MRP decision, analysing competition marketing strategies, pricing, offers, handling all media related activities, advertisements, office administration, purchases, factory labour matters etc. etc.

Consultant (Self Employed)

May 2017 – June 2021

Consultant for JJ Home Care & Hygenix Products - brand Cleantiz. Responsible for Company own outlets Management and business expansions.

Business Development Manager with ESARJEY MEDIA VENTURE PVT LTD (A One Stop Digital Solution Company) from January 2020 onwards.

Consultant for the product MediHoney for understanding their failures in product launch and the sale.

Consultant for Jelitta Publicity from January 2018 to December 2018 for providing strategic media plan, media buying guidelines, publication readership information, media data, Television analysis reports, demographic details, product profiles etc.

Consultant for Challenge Advertising for their various category clients for understanding competitive analysis, media buying, media planning, channels analysis, program analysis, publication analysis based on products target group.

Business Associate for Sands Digital Space (a Dubai based Digital Signage Solutions company). Sands Digital Space owns products like Video Wall, Video Wall Mosaic, Digital Pillars, Kiosks, Interactive Touch Screens, Digital Glass, etc.

Carat Media Services India Pvt Ltd (A Dentsu Aegis Group Company), Chennai Media Director

July 2012 – April 2017

In-charge of Chennai branch office *Handled ATL media (Print, TV, Radio) *BTL (OOH, PR, Events, Activations) *Digital Media & Digital Marketing *Consulting with clients and understanding their objectives of advertising campaigns *Developing planning strategies, media plans based on objectives and target audience. *Estimating media activity project cost, preparing budget and setting deadlines

*Establishing and maintaining effective communication systems with clients and the media department *Preparing competition spends, SOV, GRP etc. *Building and maintaining strong client relationships *Demonstrating complete knowledge of client's business *Worked with well-established client Sterling Holidays, AirAsia, JFA, Nitta Gelatine, UD Media etc Jelitta Advertising, Kottayam, Kerala

Sr. Media Manager

Oct 2010 to July 2012

Created a separate media unit for Jelitta Advertising called JIMS – Jelitta’s India Media Services.

*Created awareness and implemented media unit to all the 8 offices of Jelitta Advertising in India *In charge of Learning & Development upscaling skills on various media tools used by top media agencies in India and setting up a system across branches. *Created a media database for making ease accessibility to media owners and sales teams. *Prepared and presented media presentations to various clients *Creating long term programs for clients to create brand building *Worked with well- established clients like Josco, VKC, South Indian Bank, etc. *Responsible for media pitch presentation and competitive spend presentations.

Percept Media, Chennai, India

Associate Media Director

Sep 2009 to Oct 2010

In-charge of Chennai Branch office *worked with well-established clients like Panasonic, XS Real etc Carat Media Services India Pvt Ltd, Chennai, India Media Group Head

Feb 2005 to Aug 2009

Worked with well-established clients like Aircel *Team member of the launch team of brand AirAsia in India.

Euro RSCG Worldwide, Delhi, India

Implementation Manager

Jan 2004 to Feb 2005

Worked with well-established clients like Reckitt and Benckiser brands like Dettol, Cherry Blossom, Lizol, Veet, etc.

Hakuhodo Percept, Chennai, India

Media Supervisor

Jan 2002 to Dec 2003

Responsible for setting up Media department in the agency *Worked with well-established clients like Panasonic, Ajinomoto etc. *Media buying, planning, operations and billing Madison Communications, Delhi, India

Senior Media Executive

Nov 2000 to Jan 2002

Responsible for the media operations of client like Maruti Udyog, Perfetti etc. * Media buying of south centric channels.

McCann Erickson, Delhi, India

May 1999 to Nov 2000

Worked with well-established clients like Good Year, MasterCard, Gillette etc. *Media buying for south centric channels, media operations.

HTA, Delhi, India

June 1994 to May 1999

Media operations for the client like Pepsi, Nestle and Nike etc *Media buying for south centric channels

R K Swamy/BBDO, Delhi, India

Sept 1992 to May 1994

Helping a team that operate various client operations *Helping media team for operations and buying Hamsa Research Group, Delhi, India

Sept 1990 to Sep 1992

Typing of the research material as per the format given by the Branch Head. Education:

- MBA (Distance) in Advertisement Management & Human Resource Management from National Institute of Business Management (NIBM) in the Year 2007

- Bachelor of Arts (BA History) from University of Calicut in the year 1988

- Pre-degree in the year 1985 from University of Calicut

- Typewriting (higher) in the 1987 from Government of Kerala, Board of Technical Examinations

Achievements

Initiated setting up a media division in Jelitta Advertising for providing strategic media support to all their 8 branches. This enabled Jelitta Advertising becoming a sophisticated media service agency in the market. Some of their clients increased their media spend in tune of 10 – 15%.

A team member of Carat India when AirAsia started operations in India, especially in Tamil Nadu. Introduced Indian media to AirAsia, Malaysia team when they made their first visit to India prior to the launch of Trichy – Kuala Lumpur flight in 2008. Released AirAsia’s first print ad towards their launch. Interacted directly with the Malaysian Team for doing media activities in India & Sri Lanka. Being a low cost flight operator, the ROI was important for AirAsia. So suggested cost effective media and evaluated the performance very closely. I have spearheaded the media activity from Chennai, coordinating with the team and serviced the client single handily. Suggested print media to start with the operations with some cost effective innovations and suggested other media like TV, Radio, Outdoor, activation etc. time to time to fill-up the seats and make the fleet comfortable and profitable over a period of time. The media suggestion again segregated subject to the communication (corporate ad, tactical ad etc). AirAsia launched their other international fleets from time to time and also started domestic operation in 2015. Now, AirAsia is a major player in the low cost international and domestic segment. I have worked very closely with clients till they shifted the corporate to Bangalore.

A team member when Pepsi launched new commercial “Nothing official about it” during Cricket World Cup 1996, while working with HTA. Being Coke was the official sponsor of the World Cup, this campaign became so popular and given tremendous reach to Pepsi. My responsibility was placing the commercial in a prominent position, innovatively, as per the media plan. There were 8 commercials created by Pepsi to counter Coke and rotation of the commercial timely and with different matches was a challenge.

A team member that handled the launch of Nettle’s “KitKat” during 1995 – “Have a break, have a KitKat” while working with HTA. My responsibility was to schedule the commercial as a first commercial (innovatively) in the first commercial break to give a meaning to KitKat’s baseline “Have a Break, Have KitKat”. This launch was one of the talks of the town and brand KitKat became so popular in India.

A team member when Nestle launched their Pickles in Tamil Nadu market, while working with HTA. I was responsible to suggest and buy the popular TV programs in the market. I was also responsible for placing the commercial in a prominent position, breaking the clutter in the TV viewers and creating maximum OTS to the brand. The product became familiar in TN and grabbed good market share.

Personal Details:

Name: Ravindranath Kovilakathuveettil

Date of Birth: 11/01/1968

Relationship status: Married

Passport No : K5067994

Issue Date : 13/09/2012

Date of Expiry : 12/09/2022

Present Salary : Rs.5.25 Lakhs Per annum + Profit incentive Expected Salary : Rs.07.00 Lakhs per Annum

Notice Period : One Month

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