Marketing & Business Development - Main Line & Digital

DHIRENDRA SINGH

+91-992******* ****************@*****.*** LinkedIn: in.linkedin.com/pub/dhirendra-singh/12/311/951 10X insights and a wealth of strategic expertise in Creative Development, Marketing, Digital, and Brand Management Profile –Digital Creative Operations / Marketing / Marketing Communications In-depth experience in marketing, particularly digital marketing, advertisement strategy management, media & marketing research, market impact analysis, business development and customer relationship management. Pioneering skills in digital strategic planning, creating high quality outputs across digital hub, qualitative & quantitative research, interactive marketing, creative development, sales promotion, project management, etc. Focused on achieving continuous & improved business performance by generating better campaign response rate through new age digital content. Expert in the technical, conceptual and content development of sales-driving collateral. Talent for developing consistent & powerful brand messaging across channels, regional markets and customer segments. Worked on outsource: digital-creative, adaptation, landing pages, emailers, HTML creatives, websites as per the brief from global clients. Leverage market research, industry analysis, and customer insights to anticipate and counter competitive actions, build customer loyalty, and position brands in target markets. Areas of Expertise

Digital Creative Operations

Marketing Strategy Mgmt

Brand Communications

Offshore Marketing Management

Creative Assets Life Cycle Mgmt

Marketing Operations Mgmt

Campaigns and Brand Building

B2B Sales/Business Development

Key Accounts Management

Client Interface

Team Building and Leadership

Training/Executive Development

EXECUTIVE SYNOPSIS

● Effectively adopted and managed digital marketing, TVC commercials and offshore marketing strategies to achieve a strong brand voice.

● Experienced in development, implementation and monitoring of systems and procedures for smooth & effective operation of the marketing/media /communications functions of enterprise campaigns.

● Broad based experience in media & marketing research, print/electronic/social media/digital marketing, client & media relations management, technical/editorial direction for production, and program quality & effectiveness management.

● Influencing, outgoing and break-through marketing strategist with strong brand management skills, effective in translating strategies to mission-critical operating plans, benchmarking performances, catalyzing cultural shift to deliver excellence, and transforming business processes to optimize cost and fast track results.

● Out-of-the-box conceptualization and presentation skills, evolving contents and programs in accordance with organization’s strategic intents on program promotion, while maximizing marketing effectiveness.

● Demonstrated excellence in developing and implementing innovative advertising and marketing strategies that increase product awareness, customer acquisition, market share, penetration and revenue.

● Result-oriented leader and team player with team building and performance management skills, analytical & problem solver, pioneer internal & external communications; recruit, train, appraise, supervise, support, develop, promote and guide talents. PROFESSIONAL EXPERIENCE

Senior Business Consultant July 2023 – Present

McCann Worldgroup – Gurgaon

Brands Handled: Government: Bill & Melinda Gates Foundation (BMGF) Projects on National Healthy Authority), Ayushman Bharat Pradhan Mantri Jan Arogya Yojna (PMJAY), Ayushman Bharat Digital Mission (AGDM)

● Spearheading client engagements as the primary strategic advisor, driving the delivery of comprehensive marketing communication strategies and fostering robust, collaborative partnerships.

● Leading the implementation of a 360-degree integrated communication approach, ensuring alignment with client business objectives and maximizing impact.

● Steering the development and execution of innovative, tailored advertising and marketing solutions across multiple platforms, including ATL, BTL, and Digital (TVC, Print, Outdoor, Radio, Social Media).

● Guiding and inspiring internal teams (art directors, copywriters, planners) to deliver creative and insightful solutions that propel client success and business growth.

● Overseeing and ensuring the accuracy and timeliness of billing and invoicing processes for client projects.

● Championing team alignment and process optimization to enhance new business pitches, driving significant revenue growth for the organization.

● Leading the creation of strategic marketing campaigns designed to amplify brand recall and accelerate sales. Senior Vice President – Creative Operations April 2021 – May 2022 Vice President – Creative Operations June 2019 – March 2021 Logicserve Digital – Mumbai

Brands Handled: Marico, MakeMyTrip, Hero Insurance, Tata Indicash, TATA Pravesh, TATA Nestin, Go Ibibo, Kesh King Unwanted 21, TMF, Mrs Bector-Cremica & English Oven, Educational Initiative, Spice Express, Apollo Clinic, Apollo Dental, Apollo Sugar, D2H, RealMe

● Responsible for onboarding for all the verticals: Motion Graphic Designing, UI/UX, Rich Media and HTML

● Implemented Standardized Operating Process to improve performance within the team

● Managed creative teams including social media, graphic design, web development and videography using best practices

● Managed the creative requirements for all interdepartmental executions for the Clients’ creative requirements

● Responsible for managing vendor relationships to ensure on-time, efficient and effective projects

● Develop new opportunities, business models, geographies and products in physical and digital spaces

● Member, Council Committee; Responsible for make decisions related to Financial, Organizational, Business and Human Resources Vice President – Digital Production

JWT – Mumbai Mar 2018 – May 2019

● Established operations and standards essential to create efficient, high quality output across the digital studio hub.

● To build, develop and create global digital capabilities including all aspects of digital production and post-production engagements delivering cost-effective solutions.

● To Formulate and implement policies, procedures and work flow within the centralized production house to ensure excellence in operations.

● Installing the right process, operating and operating systems that enable company personnel to better carry out their strategic roles proficiently.

● Instituting best practices and pushing for continuous upgrade. Shaping the work environment and corporate culture to fit the strategy and to have a detailed website of our services.

● Focus on reaching across to the industries in India & abroad, to shape synergy between different clients and maintain a symbiotic relationship, leveraging the brand equity of JWT as a whole. Vice President – Films Division

200NOTOUT Cinemas Pvt. Ltd. – Mumbai Jan 2017 – Feb 2018 Brands Handled: BMW, MRF, DBS Bank, Croma, Chhattisgarh Govt., GM Pens, GKTMT, Anchor, Smartron, TicketNew. Responsible for business development through strategic partnerships with agencies for the production of TVC commercials, documentaries, corporate movies and Films.

Key Highlights

● Worked on ‘Sachin: A Billion Dreams’, having successfully handled the brands for In-Films and Out of the Film. The Brands included – BMW, MRF, DBS Bank, Croma, Chhattisgarh Govt., GM Pens, GKTMT, Anchor, Smartron, and TicketNew.

● Interactive marketing Campaign [AR]: Used mobile based Augmented Reality [AR] to launch the trailer for ‘Sachin: A Billion Dreams’. By scanning a simple QR code, consumers were transported to an augmented reality experience!

● Co-branded promotions for all advertising mediums including TVC, Print, Digital and Outdoor. Vice President – Digital Operations & Client servicing (on exit) Verificorp Creative Services India Private Ltd. (dba. Global Image Factory) – Mumbai Oct 2014 – Nov 2016 Growth Path

● Oct’14 – Apr’15 Director – Digital Operations & Client Servicing

● May’15 – Nov’16 Vice President – Digital Operations & Client Servicing Brands Handled: Gap, Old Navy, Piperlime, Banana Republic, Sephora, Ross, Esurance, OpenTable, Aeropostale, Bamboo, Hotel Tonight, Dropbox, Walmart, Etihad, Four Seasons, Marriott, Trip Advisor, Hilton, Turn, e.l.f. Cosmetics, Charlotte Russe, San Francisco 49ers, Neiman Marcus, Galileo Learning

● 360 clients – Nestle, F1, Stella Artois, Good Thins, Oscar Mayer, Toyota, Canon, Coca Cola, Barilla, Rent.com

● Spongecell clients – Ortho Health, Jimmy Dean, Circuit of Americas, AT&T, Kaizen Platform, RFP: GM

● Flashtalking clients – Disney, US Cellular, All State, Holland America

● MediaMath client – South State Bank

● Mighty Hive client – Line 39

Key Highlights

● Built and managed the Creative Design/ Development and Account Management teams.

● Established operations and standards essential to create efficient, high quality output across the digital studio hub.

● Built, developed and created world-class digital capabilities including all aspects of digital production and post-production engagements delivering cost-effective solutions in commoditized production landscape.

● Playing the role of a Quality Control Analyst ensures last end check-off (as per client’s requirement/ spec sheet/ IAB Standards) before sharing it with the clients.

● Formulated and implemented policies, procedures and work flow within the hub to ensure excellence in operations

● Provided 24x7 support for the clients based in USA. Implementation Manager – Craft Worldwide – Microsoft Account (on exit) Commonwealth/McCann – Mumbai Hub May 2012 – Sep 2014 Growth Path

May’12 – Sep’13 Regional Asset Manager – SE Asia

May’14 –Sep’14 Implementation Manager – Craft Worldwide – Microsoft Account Brands Handled: Microsoft, Nestle, General Motors, L’Oreal, AstraZeneca, Singapore Airlines, Mastercard SEA, Cadbury, Tata Communications, Melbourne Airport

Key Highlights

● Managed the entire Chevrolet Accounts for Mongolia, Philippines and Malaysia.

● Managed Creative assets in terms of the Rights usage with least cost, while developing creative strategies across all media platforms for Chevrolet.

● Worked with the regional team of APAC and thereby met the assets (Creative) requirement across the globe.

● Worked with the global team of 42 countries to establish General Motor Asset Central, global repository of all creative assets.

● Worked as an Implementation Manager at Craft Worldwide (a division of McCann) exclusively for the Microsoft Account. Regional Manager

Pure Gold Jewelers & Diamond (I) Pvt. Ltd. – North India Mar 2011 – May 2012 Key Highlights

● Development of Sales plan, recruitment and training, direct execution of all consumer communication vehicles including advertisements creative, promotion materials etc. for establishing the brand.

● Business Growth by expansion into new markets.

● Research and E2E implementation of 4 retail outlets in cities like: Delhi, Amritsar and Bareilly.

● Completed GIA course (Gemological Institute of America). Associate Director

Vermillion Communications – New Delhi May 2010 – Feb 2011 Brands Handled: Jindal Power & Steel, Hilton, PCRA, Spice Mobile, Surya Pharmaceutical Pvt.Ltd., Berkowits, Q-Manager, Leader battery, Re-store Mobile

Key Highlights

● Spearheaded marketing and advertising operations for client brands with key focus on accomplishment of client’s mission & profitability targets.

● Build brand image through positioning strategies and Marketing Mix.

● Handled brands like Jindal Power & Steel, Hilton, PCRA, Spice Mobile, Surya Pharmaceutical Pvt. Ltd., Berkowits, Q-Manager, Leader Battery, and Re-store Mobile.

Director – Client Servicing

Latitude 23 Communications Pvt. Ltd – New Delhi Aug 2007 – Mar 2009 Brands handled: BILT, Reliance Mobile, Jindal Power & Steel, Vigneshwara Developers, Grand Hotel, R.G. Stone & Urology Centre, Relaxo, D S Constructions, Femella

Key Highlights

● Mapped client’s requirements, followed up with technical discussions with clients/consultant and preparation of techno-commercial offers in accordance with the specifications.

● Helped clients achieve business goals by executing business plans, capitalizing on horizontal / vertical business opportunities.

● Handled Advertising/Marketing Agencies, Marketing/Corporate Events, and Internal /External Communication Channels.

● Researched potential business opportunities and analyzed competition for different brands, and delivered penetrative strategies to establish brands in target markets.

PREVIOUS ASSIGNMENT

Owner, Sajawat – Retail Outlet, Allahabad Apr 1991– July 2007 Brands handled: Bombay Dyeing, Portico, Space, Sleepwell, Kurlon, MM Foam, Signature. Key Highlights

● Handled the entire sales pipeline by being responsible for acquiring new customers and projects for the company.

● Was responsible for overseeing finances and formulating projections for following months.

● Was in-charge of all facets of operations (planning, initiation, execution and closure).

● Undertook institutional Sales for IFFCO, Railways and many more.

● Ensuring proper execution in all verticals (product requisition, planning for season sale and after sale, budgeting, contractual staffing, training, progress tracking, data acquisition and management, quality control and assurance and delivery). EDUCATION

● Two years PGDM in Business Administration – Marketing (Full Time), IMT Ghaziabad, 1991

● B.Com, Allahabad University, 1988

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