Aurobind Kumar

adxles@r.postjobfree.com • +91-937******* • +971**-***-****

Marketing & Branding BUSINESS DEVELOPMENT GTM Strategies Agency Digital Platforms

Brand Management Business Growth & Sustainability Campaign/Event Management PR Management B2B CRM

Budgeting Marketing Strategy Corporate Branding Production Excellence Team Development Communication Strategy

Senior Marketing, Branding, Business Development Professional with 15 years of experience in the healthcare and media (online portals, distributors, licensing and more) industry domains. Track record of garnering business, image and brand equity in complex business situations with in-depth understanding of brands, segments & global markets. Proven success in developing markets while capturing leading market position, positioning products, launching brands, and cross geographic campaign deployment; ability to build & lead cross-functional and cross-cultural team. An independent thinker with high achievement orientation, whose roles have evolved through proven abilities and persistent high performance.

Professional Experience

Consultant/Self Employed, Dubai-Mumbai, Nov 2019 – Till Date

• Meeting Creative heads of the agencies, Direct Clients and Potential clients, exploring new business opportunities

• Bringing in the revenues/funds by bagging in the projects from these agencies, clients, business houses

• Working with Brand Influencers on Brand Launches & Marketing campaigns

• Assist clients in Brand Strategy, Group Campaigns to attain their goals and objectives

• Liaise with the clients Market Research & strategy to identify trends, commercial opportunities & objectives

• Detailed study on Company/Group Profile & understand its marketing needs

• Negotiating on the budgets/costs with the Procurements heads (clients) per project

• To ensure to fulfil most of the requirements with current available sources.

• Preparing detailed Budgets & overall Cost Tracking

Aster DM Healthcare, Dubai, Dec 2015 – September 2019

Manager – Brand & Communications

Role: Responsible for marketing and branding activities for the Group, Business Development for Hospitals including CSR across UAE. Accountable for strategy planning, budgeting, ATL/BTL/digital marketing, media and agency coordination, creative inputs, negotiations, campaign/event planning, operational excellence, and stakeholder management. Reporting to Director.

Strategic Initiatives

Member of the Executive Decision Making team involved in formulating long/short term GTM/RTM strategies in alignment with the overall corporate vision and business goals

Joined the newly carved position with mandate of facilitating the company’s objective of repositioning the brand from market perception of pharmacy business to a holistic healthcare entity:

oLed initiatives to strengthen and build the image of the CSR arm of the Group

Supported the team in the successful execution of the biggest healthcare exhibition in GCC, the Arab Health Exhibition; conceptualized and transformed the videos shown in the exhibition along with other branding communication

Marketing and Branding Excellence

Designed and drove Aster Safe Road Campaign, a large youth-CSR campaign on road safety in UAE and India on both national and international platforms; engaged right from ideation to creation, design, development and execution:

oTied up with sports icon and global celebrity, Mr Sachin Tendulkar for launching the program in New Delhi in 2016

oExecuted the campaign successfully across all 9 geo locations with company presence; rolled-out the program in 50+ schools in Dubai itself

oDesigned a comprehensive marketing strategy encompassing both ATL/BTL activities such as road shows, digital camps and other interventions across targeted schools and universities

Conceptualized and launched Aster@30 along with the senior leaders, a massive 360-degree marketing and branding campaign celebrating 30 years of the Group as part of a core management team:

oEngaged in all related activities right from designing the campaign blue print to selection and appointment of creative agencies and more

oRe-branded the entire corporate identity right from redesigning the corporate brochure to creation of new corporate videos and presentations

oLaunched Aster Volunteer, the CSR arm of the Group across 9 countries

oReceived publicity for the campaign in leading publications such as Gulf News, Khaleej Times, Malayalam Manorama and Asia Net

Brought in visibility to the Access Clinics business vertical in terms of innovative marketing activities; leveraged the existing ATN (Aster Television Network) to showcase and promote the company doctors and clinics:

oWorked with stakeholders, to develop marketing and communications campaigns, to increase brand awareness, reach out to a larger audience via digital & PR.

oRolled out BTL campaigns, incorporated the company logo in all promotional videos and designed and deployed various other marketing collaterals to promote the corporate brand across Access Clinic infra

oContent writing for various campaigns – Hospitals/Clinics/Pharmacies, launches, including proof reading & edit weekly journals, in-house magazines, editorial blogs.

Standardized and integrated the ATN network across the Group spanning across all of GCC (UAE, Oman, Qatar, Bahrain), India and Philippines; implemented the concept of doctor profiling and added value to the services being provided

oShot 100+ doctor videos across the GCC units; oversaw the content and ensured deployment of the videos across the network within the span of 1 year

Strategized for the creation and implementation of various branding and marketing activities and collaterals such as outdoor/internal signage, vehicle branding and more:

oChanged all the signage of clinics and hospitals within defined time frame of 3 months.

Procurement Strategy

Sourcing and roping in new vendors & suppliers periodically for various projects and events

Negotiating with the suppliers and getting the best deal, ensuring the quality standards, timelines, cost, commercial terms and conditions are adhered too.

Collaborating with the procurement department regularly and maintaining and developing strong partnerships

Business Development

Working closely with the Hospital Marketing Teams to support their events, projects with a focus to drive revenue generation for the Hospitals

Regularly meeting Doctors, Specialists at the Hospitals/ Clinics for referrals

Initiating tie-ups with clinics, government and private hospitals for specialised case referrals.

Working closely with the internal stakeholders and the ad agency to enhance the hospital brand & communications strategy

CSR (Corporate Social Responsibility)

Engaging in driving the CSR vertical of the company with an annual budget of AED 350,000 right from ideation of new project to project planning and execution

Producer- Freelance / Self – Employed, Mumbai, India, Oct 2014 – Dec 2015

Worked on various projects including a Bollywood movie, ‘Welcome Back’; involved in revenue/fund generation, project acquisition, on-boarding of critical resources, client/agency liaisons, designing and execution activities

Plan, Organise, handle shoots and schedules, negotiate fees for Celebrities

Networked with the Creative Heads of various agencies, client senior team members and other stakeholders for capitalizing on potential business opportunities; coordinated with clients on pre-to-post production activities

Fleet, Mumbai, India, Apr 2011 – Oct 2014

Producer

Instrumental in building the company from its start-up phase; led business development, client servicing, production, agency coordination, negotiations, budgeting, cost control activities on a day to day basis

Overlook schedule, negotiate on artist costs/contract, organize cost, travel coordination for leading International Celebrities

Bagged an INR 3 Cr massive project from Sony; pitched business opportunities and acquired and on-boarded various projects

Prepared individual project budgets and implemented cost control measures; collaborated with advertising agencies for ensuring delivery of creative and cost effective campaigns

Maintained robust relationships with press and media for effective PR on the production house

Projects/Ad-Films: Tata Motors, Thomas Cook, Sony Handy Cam, Samsung Refrigerator, Maruti Ritz, Listerine Mouthwash, Volkswagen, Sunsilk, Finolex Wires, Raymond, HSBC, Spice Mobile, Berger Paints and more

Agencies: JWT India, Publicis Worldwide, DDB Mudra, LBI Digitas, BBH India, Dentsu India, and Rhiti Sports

Percept Pictures, Mumbai, India, Jul 2010 – Mar 2011

Senior Marketing Executive

Marketed feature films produced under the Percept banner as part of the team; planned and executed ATL, BTL, online and OOH media communication and promotional activities before and after the film’s release:

oDeveloped innovative marketing campaigns such as a Halloween premiere for a horror film and a rock concert for the music launch of a film

Led event management activities for music launches, film premieres and other programs in coordination with external consultants

Novex Communications Pvt Ltd, Mumbai, India, Jun 2007 – Jun 2010

Senior Manager – Sales & Marketing

Joined as a Manager and within span of 6 months was promoted to Senior Manager with responsibility of heading the India operations of Shemaroo brand:

oStreamlined and standardized the operational processes and reporting mechanism; built in internal checks to ensure zero non-compliance incidents

Re-activated various geography pockets leading to substantial revenue growth; regained lost revenue of INR 75 lakh from Kolkata region which had stopped from the last 6-7 months

Euro Connect, Mumbai, India, Jun 2005 – Jun 2007

Sales Executive

Managed various key customer accounts with focus on deepening the client relationships by providing high levels of client servicing; formed various merchant tie-ups for the online gift registry portal

Education

Post-Graduation in Digital Marketing, MICA (Mudra Institute of Communication Ahmedabad)- India, 2021

Bachelor’s in Arts (B. A), Mumbai University, Mumbai, India, 2005

Diploma in Compact Travel and Tourism, ITA, Mumbai, India, 2006

Google Digital Unlocked, Fundamentals of Digital Marketing, IAB, Europe, 2020

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