AKANKSHA NEERAJ

• Revenue Enablement : Leading a team of 50+ high performing digital marketing specialists unlocking growth and profitable outcomes for US Leadgen MMS clients ($18bn rev 2025 growing at ~20% YoY) through media optimization strategies, Joint business planning and measurement backed competitive selling.
• Strategic growth and long term plan : Partner closely with Sales VP/Directors to define long term bets with actionable GTMs and seamless execution (Adv measurement, Vertical Play, JBP strategy )
• AI & Global automation : Spearheading the global automation charter for gTech Ads GCS, to unlock operational efficiencies for the team and drive better, deeper solutioning.

- Bandwidth savings: Launched automated solutions for

savings on ~30% DMS effort hours and ~70% vendor effort

hours

- Product Innovation: Jump Started the AI agenda for CSA with

the launch of AI toolkit, global competition and go/gtechads-

gemini-hub.

• Change Management : Led teams through 3 major transitions ensuring business continuity with on-ground support and a listening ear to the teams as they navigated through the change.
• DE&I Advocacy : Founded WinGS (Women in GCS) India, providing a close-knit and psychologically safe community for women in the team to share and get inspired from each other, various Gurgaon site level initiatives.

E-commerce & Digital Transformation

• Org wide transformation : Part of Shell India leadership team, responsible for driving digital transformation across the India lubricants organization through a team of product owners
• Market Entry: Set up the E-commerce channel from scratch; delivered INR 100MN revenue in Year 1 and doubled market share on top marketplaces.
• Indirect channel digitization :

- Rolled out a sophisticated distributor management system across 200+ distributors in India with a sale force automation tool

- Launched innovative solutions : “SHARE” – a digital loyalty platform for 50K+ mechanics, increasing share of recommendation by +10% YoY ; “Shell Sarathi” app for direct ordering from retailers

Marketing strategy | Key account/category management

• As Global marketing manager, won/ renewed exclusive lubricants supply deals with Asian Auto OEM worth 100mn$ over 3 years and managed brand sponsorships worth ~10mn USD
• Responsible for brand P&L delivery and defining the 5 year brand roadmap .Led the brand to become a clear 2nd largest player in the passenger oil category with 20% gain in volumes year on year and a 15% increase in margins

Brand and Communications

• Led the first ever Masterbrand campaign for Shell India “Great things happen when we move”. Campaign achieved a spontaneous recall of 66%, #MovewithShell trended on Twitter, achieved 100mn+ views on Youtube and social ;
• Developed the Shell Rimula “Mera Mehanati Humsafar” campaign that clearly established an emotional connect with the trucker community. Brand awareness and preference for Shell Rimula gained +10pp and 15pp YOY respectively .
• Spearheaded the 360-degree campaign for activating the inaugural Indian Grand Prix in 2011, leveraging our global partnership with Ferrari. Led to 100% increase in premium portfolio volumes and a significant positive WOM with key stakeholders

• Optimized a portfolio of INR 55bn for 5.5mn postpaid users; launched the Amex Kingfisher First Airtel co-brand loyalty card for high value customers , led to ARPU increase by 22% and churn reduction by 12%