Anand Subbiah

• Directed and executed Qualcomm's strategic Marketing and PR initiatives for the region, covering a diverse range of sectors, including Mobile, Automotive, IoT, 5G, wireless, Wearables, Audio, and Telecom Infrastructure.
• Implemented comprehensive Marketing and PR 360 campaigns informed by customer insights, incorporating advertising on TV, Print, OOH, Digital marketing, influencer marketing, social media, events, sponsorships, PR efforts, and partner co-marketing programs.
• Cultivated the Qualcomm Corporate brand and established the Snapdragon consumer brand across various target audiences, including OEMs, ODMs, Government entities, and retail consumers.
• Executed Partner Marketing and Co-Marketing initiatives with key Indian and global handset and mobile OEMs, Telecom Carriers, and distribution channels such as Croma, Flipkart and Amazon.
• Launched successful B2C campaigns like 'Snapdragon Conquest' eSports, 'Unleash Your Dreams' Instagram campaign with celebrity influencers, 2 year NDTV ‘Cell Guru’ program series and a new India specific TV ad campaign
• Drove engagement with Govt, Corporates and Distributors through a strategic events calendar including Qualcomm owned events, sponsorships and speakerships
• Launched a 6-month, 12-episode '5G with Qualcomm' TV series on CNBC, bringing government, industry leaders, and Qualcomm together on one platform.
• Provided leadership for a team of Marketing and PR experts inhouse and agency in the region fostering a collaborative and high-achieving work environment.
• Owned and leveraged customer insights obtained from market research, social media feedback, and customer surveys, allowing for data-driven decision-making.

Notable Achievements:

• Over three years, increased Snapdragon brand awareness from 69% to 80% and boosted purchase intent from 20% to 33% in India. India became Qualcomm's strongest global market for Snapdragon brand. Built a 2 million brand community within 18 months.
• Strengthened Qualcomm's brand attributes and share of voice, ranking among the top 3 brands for trust, thought leadership, 5G, and AI. Achieved over 90% awareness and trust scores among government and capital elites.
• Drove lead generation and multiple new customer acquisitions through events, social media and performance marketing.

• Spearheaded the development and rollout of brand, thematic, and product marketing campaigns across Europe and APAC regions in traditional and digital channels to drive customer acquisition and helped build assets.
• Utilized a centralized team to assist local marketing units in crafting digital campaigns aimed at engaging clients and driving sales through various online channels such as web microsites, search engine marketing, advertising, email, mobile, and social media.
• Generated marketing collateral including presentations (PPTs), brochures, white papers, and coordinated client events.
• Led the assessment and analysis of customer data and insights to evaluate the effectiveness of marketing initiatives.
• Managed a team of 14 marketing executives situated in the US, Scotland, and Poland, while establishing partnerships with global agencies to deliver impactful marketing programs.
• Took the lead in managing the firm's global thought leadership and crisis communication efforts, ensuring the timely distribution of investment perspectives to both internal and external stakeholders. Demonstrated thought leadership through strategic content marketing, featuring white papers, videos, and webinars.

Notable Achievements:

• Led Global Campaign Standardization and established a 'Global Campaigns' team and process based in San Mateo, US, to create globally relevant campaign toolkits that delivered greater efficiencies and results.
• Increased marketing bandwidth, leading to increase in campaigns deployed per year from 2-3 to 5-6 and reduced time to market by a third. Ensured consistent messaging globally and generated a strong leads pipeline, benefiting B2B distribution partners.
• Drove Data-Driven Marketing Transformation by implementing a Customer Data Platform (CDP) and Marketing Automation Platform, to consolidate real-time customer data from various touchpoints.
• Leveraged advanced AI and ML analytics for consumer insights driven dynamic campaigns that were automated to respond ‘real time’ to customers moving us to ‘always on’ campaigns. Achieved steady sales traction, with marketing's ROI clearly attributable to success.

• Spearheaded marketing, communication, and branding strategies for the company in India, establishing it as the most recognized foreign asset manager in the country.
• Demonstrated exceptional outcomes by implementing creative ATL & BTL initiatives across TV, Print and OOH and digital channels, resulting in increased sales revenue and cost reduction.
• Pioneered the conceptualization and launch of "Family Solutions," an industry-first simplified life stage solution offering.
• Elevated client engagement through targeted direct marketing initiatives, events, and distributor-driven sales strategies.
• Led a team of seasoned marketing professionals and maintained close partnerships with prominent advertising and media agencies.
• Established a 'Direct Business' channel through direct marketing efforts, encompassing upselling, cross-selling, new customer acquisition, and renewals to drive revenue generation.
• Instituted effective market research programs to gain valuable customer insights that informed product and marketing development.

Notable Achievements:

• Successfully elevated Franklin Templeton's brand awareness in India from 2% in 2005 to 12% in 2008, making it the most recognized foreign AMC brand in the country.
• Grew Assets Under Management (AUM) significantlyand expanded the investor base by establishing a strong retail brand presence through marketing efforts and engagement with distribution partners.
• Implemented a highly effective 'direct sell' program in collaboration with cross-functional teams, resulting in a monthly AUM of 80-100Cr INR and outperforming traditional distribution channels on occasion.
• Significantly increased the adoption of Systematic Investment Plans (SIPs) among investors by launching the 'Scared of the Stock Market' campaign, doubling the monthly SIP count within three months of its launch.

• Spearheaded the creation of the highly successful 'Aap hi ka paisa hain' campaign in collaboration with Ogilvy and Mather, which addressed the challenge of low mutual fund awareness and trust issues.
• Strengthened the brand's position in the minds of investors, particularly in the aspect of trust, as evident in the brand tracker results.
• Achieved industry recognition by winning the prestigious 'Effie' Award for the most effective marketing campaign, competing across various categories.