Abhishek Behera
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
9
9
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. Lowered delivered CPM by 14%.
- Drove development of comprehensive media strategies aligned with business objectives to foster innovation.
- Initiated media planning for Amazon Pay Q3-2025 digital-only launch, ensuring alignment with brand goals.
- Identified optimal mix of media channels to enhance engagement and maximize audience reach.
- Contributed to successful planning and execution efforts for Amazon’s flagship festive sale campaign, the Great Indian Festival 2025.
Manager - Client Leadership
Mindshare Fulcrum, GroupM
05.2021 - 02.2025
- Developed and executed comprehensive media strategies for Hindustan Unilever's Skin Care Portfolio, increasing TOM awareness by 300 bps and Vaseline sales by 150 bps during winter campaigns.
- Led omnichannel media strategy development, integrating TV, print, digital platforms, and performance marketing to expand audience reach.
- Launched the Vaseline Summer Portfolio targeting high-intent beauty cohorts and optimized the mix across emerging platforms (Samsung CTV, Amazon Fire TV, YouTube Shorts, Gaming, Snapchat, Spotify, ShareChat, Moj, Jio Ads) to scale efficient reach, lifting TOM by 175 bps, spontaneous awareness by 350 bps, and Google search volume by 20% for the Vaseline Summer portfolio.
- Collaborated with internal stakeholders to align media strategies with business objectives, improving campaign management effectiveness.
- Monitored campaign performance through brand lift studies, optimizing strategies to enhance reach and ROI.
- Conducted brand health evaluations by tracking penetration and market share trends, while analyzing competition strategies.
- Mentored junior media planners, cultivating a collaborative, 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 the 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 across TV, digital, and high-impact platforms, optimizing the media mix to raise ad recall by 12%, and increase weekly orders by 15%.
- Led the launch of Domino's Pasta Pizza, leveraging impact properties like IPL and Bigg Boss, achieving a significant increase in brand awareness, aligning with media strategy and 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
Pune01-2017
B.Tech - Mechanical Engineering
Global Institute of Technology
Jaipur, India01-2010
Skills
- Integrated digital media planning: audience identification, media mix design, reach/frequency, and budget allocation, flighting, campaign management
- Audience segmentation
- Optimization and performance management
- Measurement and reporting
- Client-facing plan/report discussions
- DSP's: Dv360
- Ad serving/trafficking: CM360
- Social/search: Meta Ads Manager, Google Ads, YouTube
- Analytics/BI: GA4, Tableau/Power BI, advanced Excel
- Cross-functional collaboration
Areas of Expertise
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
B.Tech - Mechanical Engineering
Global Institute of Technology