ANINDITA KUNDU
Media Enthusiast and Strategic Partnership Lead
Bengaluru,KA
Summary
Experienced media professional with over 14 years of expertise in retail/e-commerce media, strategic partnership, and omni-channel campaign management. Proven track record in driving performance through full funnel media planning, optimization, and strategic insights. Skilled in managing budgets, ensuring transparency, efficiency, and brand safety. Adept at leading cross-functional teams and fostering strong relationships with key retail media platforms.
Overview
15
15
years of professional experience
8
8
Certifications
Work History
Monetization & Retail Media
Bigbasket.com
1 2022 - Current
- Strategic Partnership lead – Revenue, GTM, Insights, Omnichannel, National Agency lead
- Formulate strategy to drive product adoption ensuring optimal use of available inventory
- Responsible for launching the self-serve ads engine for bigbasket
- Launched 4 new placement types on search & category listing pages in 8 months
- Onboarded 120+ manufacturers in 6 months and achieved 70% Supply utilization
- Leading agency relations nationally and growing the business from 5% to over 50% for Sponsored products by program managing the entire initiative
- Devising compelling media narratives and owning revenue outcome for Offsite Monetization opportunities through programmatic route
- Growth & Insights – Analytics based approach to identify audience cohorts and action-out growth initiatives for marketers
- Crafting pricing and GTM strategy for ad units launched through the self-serve model
- Evangelize the offerings through training programs with an NPS of 9.2/10.
Business Head- Adtech Platform
Kritter Software
02.2020 - 01.2022
- Business Head – Sales
- Onboarded 15+ new clients during the pandemic, with 2 clients spending over $40K each
- Built & led a team of 3 to manage agency and brand business nationally
- Crafted a media solution for an auto brand which helped win a business over 80K$ from South Africa
- Conceptualized a brand solution for an OTT Client in the USA helping win the prestigious account
- Introduced new products which aided in brand research
- Strategy for performance marketing was created and implemented by partners using programmatic and DMP solutions.
Business Head, Media Strategy and Planning
DDB Mudra Group
03.2015 - 12.2019
- Client Partner – Digital
- Won Income Tax Department Pitch, Infosys US Hiring Project in 2018 against stiff competition
- Ensuring 2.5 X Business Growth for digital from 2016-2017
- Created a new business model for traditional clients to maximize their revenue on their e-commerce portals
- Clients who came on board include Wildcraft, TTK Prestige, Mc Donald and we were able to scale up the online revenue by 3-4x in a span of 2 quarters
- Key account management includes educating and evangelizing clients about new trends and tools in the digital marketing landscape and ensuring no churn of existing clients
- Successfully executed campaigns for Tata Coffee Grand, Titan Juxt and Titan Octane which had a brand recall of more than 20% post 2 months of launch.
Business Growth & Account Mining
LinkedIn
04.2012 - 01.2015
- Sales Manager
- Instrumental in ideating and executing an innovative property titled “The Most Fashionable Professional” for Van Heusen which won the Bronze in Best Use of Social in Goafest 2014
- The 2nd version was executed in 2014 with greater success and 106% increase in spend
- Simplilearn, an online education client executed a custom solution on LinkedIn with great success
- Increased y-o-y spends from Toyota (138%), Madura (106%), Alliance Business School (176%), Titan Industries (400%) etc
- Revived business from churned accounts like Exide Life Insurance, Renault through goal-based selling.
Senior Account Manager- Corporate Sales
Radio Mirchi
07.2009 - 03.2012
- New Business Dev and Account Management
- Achieved 115% of my sales target in the year 2011-2012
- Successfully cracked 5 new accounts
- 4 out of the 5 new accounts were first-time spenders in the media space with exclusive share to Radio Mirchi
- Won the first runner-up award for the best sales performance across Radio Mirchi in Oct 2011
- Managed key accounts like ITC Foods, Lifestyle, SAB Miller, Toyota and ensured over 30-35% exclusive radio spends on Mirchi from these clients.
Education
No Degree - Digital Marketing For Business Growth
IIM
Bangalore 04.2001 -
MBA - Marketing
Indian Business Academy
Bengaluru, India 04.2001 -
Bachelor of Science - Advertising
Gokhale Memorial Girls College
Kolkata, India 04.2001 -
Skills
Microsoft Office Suite
Power BI and Tableau
Amazon Quicksight
Freshworks, Salesforce CRM and MoEngage
Facebook Audience Manager
Google Adwords, DBM
Comscore
Sizmek
Operations Management
Business Development
Strategic selling
Relationship selling
Budget Planning
Marketing strategy
Team Training
Sales Tracking
Program Administration
Certification
Executive Program in Digital Marketing for Business Growth, IIM Bangalore
Awards
- Karnataka’s Women Leader, World Women Leadership Congress, Oct 2021
- DDB Mudra Edge Award for the Best Digital Strategy for Mahindra e20
- Spot Bonus Award for Selling inventory at the best rate in LinkedIn
- Best Student Paper at Strategic Management Forum at IIT Kanpur, 2008
- Best Overall Academic Performer (Gold Medallist)-PGPM
Timeline
Business Head- Adtech Platform
Kritter Software
02.2020 - 01.2022
Business Head, Media Strategy and Planning
DDB Mudra Group
03.2015 - 12.2019
Business Growth & Account Mining
LinkedIn
04.2012 - 01.2015
Senior Account Manager- Corporate Sales
Radio Mirchi
07.2009 - 03.2012
No Degree - Digital Marketing For Business Growth
IIM
04.2001 -
MBA - Marketing
Indian Business Academy
04.2001 -
Bachelor of Science - Advertising
Gokhale Memorial Girls College
04.2001 -
Monetization & Retail Media
Bigbasket.com
1 2022 - Current