Summary
Overview
Work History
Education
Skills
Timeline
Generic
Abhishek Behera

Abhishek Behera

Advertising Media Professional
Bengaluru

Summary

Results-oriented Media Manager with 8+ years of experience in media planning and strategy across digital and traditional channels. Proven expertise in leading end-to-end 360° marketing campaigns, optimizing digital strategies, and driving media-attributable business growth for high-profile FMCG and E-Commerce clients. Adept at collaborating with cross-functional teams to achieve brand and business goals in fast-paced environments. Skilled in campaign management, analytics & reporting and staying updated on the latest media trends.

Overview

8
8
years of professional experience

Work History

Group Head - Planning

WPP Media, Open Door
03.2025 - Current
  • Spearheaded digital media strategy for Amazon Fresh Q2-25, deploying personalized audience cohorts on TTD and DV360, ensuring agile IPL campaign deployment.
  • Led the development of comprehensive media strategies aligned with business objectives, driving innovation and growth.
  • Initiated the media planning process for the upcoming Amazon Pay Q3-2025 digital-only launch, aligning with brand goals.
  • Focused on identifying the right mix of media channels to engage target audiences, maximizing reach and impact.



Manager - Client Leadership

Mindshare Fulcrum, GroupM
05.2021 - 02.2025
  • Developed and executed holistic media strategies for Hindustan Unilever's Skin Care Portfolio, increasing Top-of-Mind (TOM) awareness by 300 bps and Vaseline sales by 150 bps during winter campaigns.
  • Led the development and execution of omnichannel media strategies, incorporating TV, print, digital platforms, and performance marketing to reach a wider audience.
  • Launched Vaseline Summer Portfolio using high-intent market beauty cohorts, resulting in a 175 bps increase in TOM, a 350 bps increase in spontaneous awareness (SPONT), and 20% growth in Google search volume.
  • Partnered with internal stakeholders to align media strategy with business objectives, enhancing campaign management effectiveness and synergy.
  • Continuously monitored campaign performance using brand lift studies and other metrics, optimizing strategies to maximize reach and ROI
  • Pioneered the use of emerging platforms like Samsung CTV, Amazon FireTV, YT shorts, Gaming, Snapchat, Spotify, Sharechat, Moj, and Jio Ads to drive brand awareness and engagement, evaluated based on cost-efficiency and impact.
  • Conducted periodic evaluations by tracking brand health, brand penetration, and market share trends. Provided recommendations to the brand team by analyzing competition strategy and understanding current media landscape changes
  • Managed and mentored a team of junior media planners, fostering a collaborative and high-performance work environment.

Senior Planning Manager

Madison World
06.2019 - 05.2021
  • Developed and executed media plans for Jubilant Foodworks brands (Domino's Pizza, Dunkin' Donuts), optimizing media mix to ensure effective targeting and maximize impact, achieving significant ROI.
  • Played a pivotal role in the successful repositioning of Domino's with the 'Dil Dosti Dominos' campaign, and led the impactful launch of Domino's Pasta Pizza.
  • Led the launch of Dominos Pasta Pizza leveraging impact properties like IPL and Bigg Boss, achieving a significant increase in brand awareness, aligning with media strategy & planning.

Business Executive

Wavemaker, GroupM
03.2017 - 05.2019
  • Managed media strategies for MTR Foods, achieving high ROI through strategic media planning and effective execution of key product launches.
  • Focused on media planning and implementation to reach key demographics, aligning campaigns with business objectives.
  • Consistently sought innovative solutions for media planning to optimize reach and engagement.

Education

MBA - Communications (Specialized in Media Management)

Symbiosis Institute of Media And Communications
Pune
04.2001 -

B.Tech - Mechanical Engineering

Global Institute of Technology
Jaipur, India
04.2001 -

Skills

  • Media Strategy & Planning
  • Campaign Management & Execution
  • Digital Marketing (Meta, Google, Programmatic)
  • Media Buying & Budget Management
  • Analytics & Reporting
  • Agency & Vendor Management
  • ROI Optimization
  • Cross-Functional Collaboration
  • Innovation & Trends
  • Meta Ads Manager, Google Ads, DV 360
  • BARC YUMI, TGI, IRS
  • Advanced Proficiency in Microsoft Excel
  • Competent in Power BI and Tableau

Timeline

Group Head - Planning

WPP Media, Open Door
03.2025 - Current

Manager - Client Leadership

Mindshare Fulcrum, GroupM
05.2021 - 02.2025

Senior Planning Manager

Madison World
06.2019 - 05.2021

Business Executive

Wavemaker, GroupM
03.2017 - 05.2019

MBA - Communications (Specialized in Media Management)

Symbiosis Institute of Media And Communications
04.2001 -

B.Tech - Mechanical Engineering

Global Institute of Technology
04.2001 -

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Abhishek BeheraAdvertising Media Professional