Summary
Overview
Work History
Education
Skills
Timeline
Generic

Abhishek Aggarwal

Bangalore

Summary

Dynamic marketing leader with a proven track record at GroupM, excelling in influencer and content marketing. Expert in creative strategy and client advocacy, I pioneered data-driven frameworks and innovative tools, driving significant campaign success. Adept at building relationships and leading teams, I leverage analytics to optimize performance and enhance brand visibility.

Overview

7
7
years of professional experience

Work History

Director - Advocacy

GroupM
Bangalore
01.2024 - Current
  • Pioneered and scaled GroupM India's national influencer marketing product
  • Developed a data-driven influencer selection framework through precise audience targeting and performance metrics, including NPI (Net Positive Index) for sentiment analysis.
  • Innovated the "GroupM Ceiling Price Calculator" (GCPC), a proprietary tool that brought transparency and control to influencer pricing, significantly enhancing negotiation outcomes, and driving cost efficiency.
  • Spearheaded the shift towards outcome-driven influencer marketing, focusing on social commerce to drive last-mile metrics.
  • Cultivated strategic partnerships with platforms like Meta, YouTube, Instagram, and Snapchat, securing exclusive deals and positioning GroupM as a first port of call.
  • Built and nurtured a network of over 100 diverse influencer partners, fostering long-term relationships, and ensuring a continuous pipeline of talent for leading brands, including Amazon, Pernod Ricard India (PRI), Mondelez, Colgate-Palmolive, Airtel, Huggies, MTR Breakfast Mixes, Sun Pharma, and Jacob's Creek.
  • Championed the integration of AI and ML-powered tools for brand safety and fraud detection.
  • Developed a comprehensive 'Advocacy Stack' playbook, standardizing packaging, campaign execution, buying, and measurement, including ROI tracking, and performance reporting.
  • Led internal and external immersion sessions, educating stakeholders on evolving influencer trends, and best practices in advocacy.
  • Proven expertise in the fashion and lifestyle influencer ecosystem, with a track record of driving successful campaigns for leading brands.
  • Adept at identifying and leveraging diverse influencer tiers (mega, macro, micro, nano) to achieve specific business objectives.
  • Strong expertise in social commerce strategies, including influencer shops, product tagging, and driving direct sales through influencer content.
  • Experience in developing and executing compelling content strategies.
  • Proficient in utilizing data and analytics to measure campaign performance, optimize ROI, and provide actionable insights.

Senior Creative Strategist

River Mobility
04.2023 - 01.2024
  • Developed and overlooked the implementation of content strategies that align with River’s voice, business objectives, and audience needs.
  • Lead and manage in-house content team
  • Project management and creative producer for the in-house production team
  • Ensure growth of the brand on social and digital channels
  • Creative direction for brand videos, ad films, and social posts
  • Involved in launch of product, manufacturing facility, as well as first delivery of vehicle
  • Analyzed storyboards and provided feedback to ensure animations met creative goals
  • Developed creative designs for print and digital marketing campaigns that increased brand awareness
  • Grew the Ride River Social channels from ground up resulting in the brand receiving their first Silver Play Button from Youtube
  • Developed strategy around influencer marketing programs to reach target audiences.
  • Researched industry trends, competitor activities, and best practices in influencer marketing.
  • Analyzed trends in the influencer marketing industry to keep up-to-date on best practices.
  • Managed day-to-day execution of social media messaging with influencer marketing strategies and creative campaigns.

Senior Manager - Content & Strategy

Unacademy
04.2022 - 04.2023
  • Led and managed a team of copywriters and junior creative strategists, overseeing all aspects of content development, production, and distribution for the Media team.
  • Responsible for the growth of 12+ Youtube channels with a total subscriber base of more than 5 million viewers including channels like Chamomile Tea with Toppers, Officers On Duty, Unacademy Timeout
  • Generated 30 million+ views monthly on these channels resulting in brand awareness as well as generating leads for the core business for Unacademy, including promotion of national and international competitive exams such UPSC, NEET, JEE
  • Managed content calendars and production schedules, ensuring timely delivery of high-quality content for an in-house production team
  • Responsible for forming partnerships with influencers and celebrities to feature in brand films, Youtube videos, live events and other advocacy related points in the ecosystem
  • Responsible for covering and promoting all the Unacademy offline centres in Kota, Lucknow, Patna, and Noida
  • Developed and maintained brand guidelines and standards, ensuring consistent messaging and visual identity across all content and marketing materials.
  • Stayed up-to-date on industry trends and emerging technologies

Client Servicing Manager & Account Lead

Greenroom Now
11.2020 - 03.2022
  • Responsible for leading a team of Client Servicing professionals, account managers, creative leads, and videographers in order to create high quality content for brands by leveraging influencers and celebrities
  • Shared asset for the GroupM team responsible for developing content and marketing strategies for one of the highest marketing spender in the country - HUL.
  • Responsible for generating month on month business through creative and influencer strategies for other brands like Dabur, Mother Dairy, OLX, Mondelez and others
  • Collaborated with influencers across platforms including Instagram, Facebook, Youtube, MX TakaTak, Mauj, Josh, Twitter, and LinkedIn
  • Created award winning campaigns for brands like Dabur - Afaqs, Kyoorius Creative Awards, and ICMA among others
  • In-depth knowledge about influencer analysis, how to plan an entire campaign and how to analyse the results
  • Plan influencer marketing activities using result-oriented metrics like CPV and CPS
  • Built relations with Category A influencers, TV and Movie celebrities in order to get competitive rates and FOC deliverables for my clients

Marketing Manager

Laudco Media
Bangalore
04.2018 - 11.2020
  • Responsible for generating revenue for the business by finding potential new customers, leading business pitches, and closing deals
  • Executive Member of the Core Committee – planning and strategizing external & internal business operations
  • Responsible for managing and retaining key digital accounts by coming up with innovative strategies to accomplish objectives and boost long-term profitability. Manage and handle a team consisting of operation executives, content writers, graphic designers, and other sales personnel.
  • Handling marketing spends for clients in various industries ranging from e-commerce, beauty, apparel, consumer goods, and even NGOs, including brands like Flipkart, Health & Glow, ACC Cement, Birla White, IPE Global, Network18
  • Experience in not only designing but executing digital marketing campaigns for services like Performance campaigns, Influencer & Celebrity marketing, Marketing Communications like Email/SMS, Social Media Management, Website Development, & Ring Fencing.
  • Built and strengthened strategic relationships with vendors, advertising agencies and leading industry partners.
  • Came up with ideas, scripted, and acted in various videos created for in-house Youtube channel with video formats ranging from Vox-pop, interviews, piece to cameras, and game shows

Education

BBA - Marketing

NMIMS Mumbai
Mumbai
05-2018

High School Diploma -

Modern School Barakhamba Road
New Delhi, India
03-2015

Skills

  • Creative strategy and branding
  • Client servicing and advocacy
  • Influencer and content marketing
  • Leadership and relationship building

Timeline

Director - Advocacy

GroupM
01.2024 - Current

Senior Creative Strategist

River Mobility
04.2023 - 01.2024

Senior Manager - Content & Strategy

Unacademy
04.2022 - 04.2023

Client Servicing Manager & Account Lead

Greenroom Now
11.2020 - 03.2022

Marketing Manager

Laudco Media
04.2018 - 11.2020

BBA - Marketing

NMIMS Mumbai

High School Diploma -

Modern School Barakhamba Road

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