Communications, Marketing and Brand strategy

RUPAMALA SINGH

Telephone: +91-987*******/800-***-****

E Mail: ********@*****.***

EMPLOYMENT CHRONICLE

August 15, 2013 to present: Edupreneur running my own K12 school at Kotdwara Uttarakhand and starting own resort in Landsdowne Uttarakhand. She also runs a content agency providing solutions to clients regarding brand marketing in conventional and digital space.

School Management

In-service education of teaching personnel

Staffing and HR management

Guiding education friendly and ergonomic infrastructure development

Establish guidelines for educational programs as per government policy

Reviews and evaluates curricula for use in schools and assists in adaptation to local needs

Interprets and enforces provisions of state education codes and rules and regulations of State Board of Education

Advises school officials on implementation of state and federal programs and procedures

January 23, 2012 to August 15, 2013: CORE Education & Technologies as Senior Vice President Marketing and Corporate Communications

The Accountabilities

As the Marketing Head I am accountable for all marketing activities in the company, including marketing policies and objectives, market research, promotion, publicity, advertising, brand management etc and Build the Core brand as a preferred company in the education domain globally. (CORE is present in 46 states of US, UK, Middle East, in all states of India, China, Singapore, some nations in Africa and Caribbean Islands)

• Create marketing and promotional materials by interfacing with customers, distributors, the product manufacturing team, and creative team.

• Calculate Marketing Return on Investment (MROI) to optimize use of resources.

• Prepare quarterly and annual marketing budgets.

• Identify the appropriate channels of marketing communication, and ensure optimal placement.

• Manage strategic promotional partnerships (NGO’s, corporate sponsors, government and other ventures).

• Identify and analyze actionable insights by segmenting the consumer market.

• Work with a limited budget to create successful solutions that inspire customers, distributors, dealers, and employees alike for years to come.

• Manage the Marketing team, motivating and developing individuals, and setting clear objectives focusing on key business needs on an annual basis, reviewed quarterly.

• Support the Sales team to meet annual targets. Continually provide marketing plans and information to ensure the sales force is fully equipped. Attend key partner meetings and/or trade shows where required.

• Manage the marketing budget, tracking/reviewing expenditure in-line with product, quarterly and annual expenditure.

• Work closely with the teams to ensure timely communication and provision of asset requirements, sharing of local level strategy, ideas and plans, timely completion of post mortem activity and general excellent communication flow.

• Support the local marketing teams across territories on all titles to produce aggressive marketing plans and ensure that all territories have full buy in and understand the benefits of each product.

• Develop, maintain and build excellent relationships with all key partners. Ensure frequent communication,

sharing of marketing & PR plans/strategies and market updates.

• Developing websites, targeted microsites, online reputation management, SEO and social media supported

marketing

Jun ’09 to January ‘12: Pathways Education Group (Sarla Holdings) as Head Marketing and

Corporate Communications

The Accountabilities

Responsible to grow the Brand Pathways as the foremost provider of quality education

Responsible for the business and marketing plan for the pre-school vertical of the business

Develop the brand strategy for the Pathways brand to help the business expansion goals of the company

Set up a multi-location marketing and sales team – selecting, recruiting and training of resources

Raise visibility of the brand by way of print media, PR, outdoor communication, social networking, digital media and events/ exhibitions.

Notable accomplishments

Spearheaded the repositioning strategy for Pathways to “Affordable world class education”

Credited for transitioning marketing strategy from a mass media communication program to a consumer database and social media marketing platform that reduced marketing expense

Revamped the sales and marketing team capable of delivering sustained growth

Led the marketing strategy and tactical launch of 2 new international (IB) schools in the Delhi NCR

Sep’07 to Jun ‘09: India Today Group as Assistant General Manager, India Today Mega- Brand

The Accountabilities

As part of the media marketing team conceptualise and build editorial led properties, editorial features and promotional articles like N-Able for Nokia, Bond series with both Diageo and Omega, International Education features etc.

Devising and conceptualising events for various brands

Create multi - touch - point innovations like supplements and pullouts for the clients with a particular requirement

Develop solutions for particular clients involving the in house media options for deals taken forward by the ad sales team

Responsible for all event communication and branding for the Megabrand

Heading a team of 11 nationally

Also responsible for the P&L for Events and Promotion Marketing for the India Today Mega Brand

Notable accomplishments

Noted for growing event sales to Rs 32 crores annually.

Recognising for contribution to successful addition of conferences and seminars to the event forte of India Today group resulting in an increased revenue of 11%

Increased market penetration in ad revenue sales by spearheading their client touch content sales

Jul’03 to Aug’07: Ananda Bazar Patrika Ltd. as Senior Manager - Business World

As Senior Manager – Business World: Sep’06 to Aug’07

Accountabilities

Marketing and developing new business to create thrust in key underdeveloped areas.

Leading and mentoring the sales team for Business world for a short span in the Northern region.

Actively involved in forging alliances with foreign magazines for content / Indian edition venture.

Orchestrating various:

oCorporate events for increasing the brand visibility and reach.

oConferences, seminars and round tables.

Conceptualizing content for programs and interfacing with the editorial for identifying speakers and bring them on board.

Entrusted with the responsibility of devising and marketing sub brands for the main magazine on a regular frequency.

oAssessing the right topic with the correct brand fit.

oCoordinating with the ad sales team for enhancing commercial feasibility.

Arranging body of knowledge and white papers.

Notable accomplishments

Was instrumental in the tie up of the ABP group with an international magazine

Launched 4 supplements for the magazine giving ad revenue a growth of 43% in 14 months

Was instrumental in the event marketing unit making contributing 23% to the total ad revenue for the year out of 4 events and 11 conferences

As Sr Business Manager/ Business Manager - TTIS Jul’03 to Sep’06

The accountabilities

Responsible for the P & L for the profit centre

Supervising the entire gamut of operations at the TTIS as a business unit

Formulating and implementing various strategies and plans for increasing the brand awareness.

Administering Brand pulse (through qualitative and quantitative research) and advertising effectiveness

Monitoring the overall activities within the National Expansion Plan.

Successfully establishing the only children’s stand alone newspaper in the country.

Leading strategies for circulation growth and advertisement revenue

Notable accomplishments

Van guarded the re-launch of the brand new TTIS.

Administered the development of:

oTTIS brand strategy document.

oTTIS Business Plan.

oSubscriber retention programme for the young readers of TTIS in form of a club.

Wrote and presented a paper to the World Newspaper Association on TTIS – a novel youth leadership programme and won the World Young Reader Prize 2004.

oReceived the award at the WAN summit at Lisbon in November 2004

Played a major role in taking team of students and teachers to Pakistan border on foot as part of initiative Bonding Beyond Borders in January 2003.

Amplified the sales by 70% in a year’s time.

Spearheaded the planning and launch of product at S Bengal, N Bengal and NE

Designed and executed a mega school fest which was both a brand building and a revenue earning event.

Accredited with the World Association of Newspaper award for a Young Reader in 2004.

Won the ABP Performer Award 2004.

Jul’01 to Jul’03: The Hindustan Times as Manager - Youth Readership Programme

The Accountabilities

Exhibited competency in initiating direct selling of the product in schools.

Involved in:

oWriting reports and articles on a regular basis for the mainline newspaper on issues relating youth, environment and education.

oEditing and publishing of two junior news supplements – Just Teens and School Times

Organizing and hosting major annual inter school events such as national quiz, a national debate, a national cricket championship, a movie festival, a career fair etc.

Interacting with other corporate houses for co hosting events.

Efficiently managing a team of 18 sales executives.

Mentoring an expert team of resource partners involved in providing specialized service.

Notable accomplishments

Launched PACE in E and NE

Entrusted with the responsibility of handling sales & contributing with 20,000 youth subscriptions.

Spearheaded the HT Youth Readership programme to 234 schools in Kolkata, Howrah: Liluah & North Bengal.

Holds the credit of being voted as Most Popular Employee Hindustan Times, Kolkata.

Sep’97 to Jul’01: ARMY School, Zakhama, Nagaland as Principal

The Accountabilities

Running of the facility.

Managing staff strength of 32 teachers.

Involved in teaching English and Geography subjects to the students of classes VIII, IX and X.

Notable accomplishments

Deftly managing the overall school administration activities catering to children of soldiers serving with the Assam Rifles.

Dexterously handling financial operations of the school in coordination with School Secretary.

Facilitating expansion and qualitative improvement of the school.

Apr’92 to Jul’ 97: Sofia Collegiate School, Kota, Rajasthan as Lecturer

The Accountabilities

Actively involved in teaching English, Political Science and Geography to Class XI and XII students.

Delegated the responsibility of functioning as a Teacher In Charge of Literary and Dramatic Clubs and Editor of School Magazine.

Directing varies school activities and assisting the Principal with the administration.

Organizing several Charity shows and School plays with public viewer ship for 6 consecutive shows.

Notable accomplishments

Displayed proficiency in:

oConveying innovative changes in the magazine format and presentation whilst working as an Editor of the School magazine.

oActing as a CBSE Board Examiner for Class X examinations in the year 1996 and 97.

Commenced career with The Telegraph (ABP Ltd) as Sub-editor for The Telegraph; Oct’86 to September’ 91.

EXTRAMURAL ENGAGEMENTS

Guest lecturer at management institutes like MDI Gurgaon

Speaker at major meets on issues relating to youth and women.

Involved in anchoring:

oShows and programmes on television and stage.

oRadio talk show – With me around the world – Yuvavani.

Undertaking freelance assignments for magazines on environmental and travel topics.

Exhibited competency in working as an:

oEditor of the Annual OWL magazine at Defence Officers Staff College, Wellington.

oEditor and illustrator for the Monthly Hoot magazine, at Defence Officers Staff College, Wellington.

Directed and staged English plays and stage shows for the Army and Navy

COMMUNITY/ VOLUNTARY ENGAGEMENTS

Secretary of the AWWA (Army Wives Welfare Association)

Worked on relief with the Spastic Society, Kolkata.

Involved with Hesco – An environment and conservation organization.

K 12 School Set Up and Consultancy School Management and Curriculum Setup

Brand Management Media Management

Corporate Communications Marketing Communications

Change Management Resource Optimization

Public Relations Relationship Marketing

Concept Development and Content Management Event Management

Areas of Strength Include

Certification Green Belt in Six Sigma Quality Control System

Learning Contour MBA (PGCBM) from XLRI, Jamshedpur

PG Diploma in Computer Application from Aptech in the year 2000

Bachelor of Education (English and Social Studies) from Chennai University in

1994

Bachelor of Arts (Geography Honors) from Loreto College, Calcutta University

in 1986

Computer Proficiency MS Office, Windows, Lotus Notes, Coral and Quark Express

Personal Account Date of Birth: 13th September’ 1965

Passport Status : Ready & Available

Languages: English, Hindi, Bengali

References: Available on Request

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