Anupam Kerketta
Marketing Professional with 16+ years experience
Bangalore
Summary
Innovative Marketing leader with 16+ years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and social media engagement. Detail-oriented, attentive and decisive leader.
Overview
21
21
years of professional experience
9
9
years of post-secondary education
4
4
Certifications
Work History
Deputy Divisional Manager
Global School Foundation – India
4 2023 - Current
- Lead the Marketing & Student Enrollment for 3 brands (10 schools) based out of Bangalore, Hyderabad and Madurai
- Responsible for driving a cumulative count of 3100 enrollments for AY 2024-25 - marketing budget of Rs 4+ Cr
- Assisted in budget planning and management, allocating resources strategically for optimal department performance.
- Responsible for internal and external branding of the school – solely drove rebranding of Silver Oaks to OWIS India
- Led strategic redesign of websites, resulting in enhanced brand image & significant increase in top-of-mind recall
- Collaborated with agencies to develop & execute high-impact campaigns across Google Ads & Meta platforms
- Optimized ad spend and targeting to achieve significant increases in reach, engagement, and lead generation
- Designed an organic growth strategy encompassing search engine optimization (SEO) and social media channels to drive increased website traffic and generate high-quality leads
- Lead the Make in India Innovation Initiative at GSF India – a project to promote student entrepreneurship.
Head – Digital Marketing
Ajeenkya DY Patil University
2022.02 - 2023.03
- Successfully managed a budget of Rs 5.5 Cr to drive enrollments of 2500 students for the academic year 2022-23
- Year 2 - oversaw a budget of Rs 7 Cr to drive enrollments of 3500 students across three business verticals
- Responsible for spearheading the university's digital marketing initiatives, focusing on strategic branding and lead generation for all courses offered
- Improved lead generation with targeted pay-per-click advertising campaigns.
- Proactively initiated strategic tie-ups with prominent online portals to enhance brand visibility and drive lead generation for specialized programs, aligning with the current market demands
- Collaborating with digital marketing agencies to execute impactful campaigns on popular platforms such as Google Ads, Facebook, and Instagram, optimizing reach and engagement with prospective students
- Working closely with the creative team to develop compelling and tailored content for targeted drip marketing campaigns, leveraging channels like Email, SMS, and WhatsApp to effectively communicate with potential students.
Director Marketing
Indus Trust (Indus International School)
2019.12 - 2021.10
- Responsible for achieving overall student count targets at Indus International Schools and its affiliate business units, managing a diverse portfolio of four K-12 schools and five Early Learning Centres, generating a cumulative revenue of over Rs 250 Cr
- Utilized data from Google Analytics to revamp the Indus websites, implementing upgrades on user interface (UI), user experience (UX), platform functionality, and content to enhance the online presence and engagement
- Designed an organic growth strategy encompassing search engine optimization (SEO) and social media channels to drive increased website traffic and generate high-quality leads
- Executed performance marketing and growth hacking digital campaigns using Google Search, Google Display, Facebook, Instagram, and YouTube to optimize conversions on landing pages, effectively reaching and engaging the target audience
- Developed and implemented strategic tie-ups with corporate partners and agents to generate leads and expand the reach of Indus International Schools, maximizing enrollment opportunities
- Analyzed market trends and competitor activities, informing data-driven decision making for marketing initiatives.
- Devised and executed effective strategies to support the admission teams during the COVID lockdown, resulting in 1200+ enrollments between April 2020 and August 2021, with an average fee of Rs 7 Lakhs
- In addition to the K-12 vertical, actively promoted ITARI - Teacher Training, Indus StartupYou School, India Robot Lab (Humanoid Teacher Eagle), and School 21st Century (online school) under the Indus Trust, broadening the institution's offerings and catering to diverse educational needs.
Senior Manager (Cluster Head)
Pearson India Education Services Pvt Ltd
2016.04 - 2019.12
- As the Cluster Head for Karnataka, successfully managed the P&L, operations, and enrolments of PSI schools, overseeing a portfolio of 8 schools with a cumulative revenue of Rs 100+ Cr and an EBITDA of Rs 40+ Cr
- Implemented and developed operational standards, policies and procedures.
- Held monthly meetings to create business plans and workshops to drive successful business.
- Key deliverables included driving marketing initiatives such as organic and digital marketing, SEO and SEM, email marketing, social media campaigns, and display advertising to achieve over 15% growth in student count for Pearson Schools
- Recognized for exceptional performance, awarded the Bright Sport Award (Performer of the Month) in September 2016, February 2017, August 2017, and September 2018
- As a certified Health & Safety professional and member of the Core Team at Pearson Schools, ensured the safety and security of all students, staff, and visitors on campus, adhering to the Institution of Occupational Safety and Health (IOSH - UK) standards
- Actively involved in representing Pearson Schools in various commercial and legal matters, holding multiple Board Resolutions to advocate for the organization's interests.
Project / Zonal Head
K12 Technoservices Pvt Ltd
2013.12 - 2016.03
- As the Head Projects/Zonal Head at K12 Techno Services, responsible for managing the Marketing, Digital Marketing, Enrolments, Corporate Tie-ups, Operations, and EBITDA for five Orchids - The International School branches in the Bangalore region- cumulative student strength of 3200 and a staff count of 550 individuals
- Developed and executed comprehensive training programs for continuous skill enhancement of staff.
- Implemented process improvements for streamlined workflow across various departments in the zone operations center.
- Actively involved as a member of the Core Team, collaborating with Board members to design and implement expansion strategies, ensuring the organization's growth and success
- Led a team of four members as the Digital Marketing Team Lead, overseeing paid marketing campaigns on platforms like Facebook, Google AdWords, and SEO, driving effective digital strategies to enhance brand visibility and generate quality leads
- As the Project Head, successfully managed a team of nine individuals to set up the infrastructure for eight schools in Bangalore and Mumbai for the academic year 2014-15. The total capital expenditure for these projects amounted to Rs 30 Crs
- Implemented an online tool for tracking Daily Progress Reports (DPR), effectively controlling capital expenditure and maintaining timelines to meet critical milestones for each project undertaken by the organization.
Director
Elite Concept Design Services Pvt Ltd
2013.03 - 2013.12
- Co-founder – ‘design & build’ company providing services on turnkey basis in the construction industry
- Solely responsible for driving the revenues of the company, handling BD, CRM, Finance and Administration
- Responsible for executing tie-up with supplier & streamlining supply of materials for timely completion of projects.
Business Development Manager
Srshti Group
2011.12 - 2013.03
- Responsible for driving the revenues of the organization, signed up projects amounting to Rs 19.6 Cr in 9 months
- Generated new business with marketing initiatives and strategic plans.
- Key deliverables: marketing, managing budget, cost reduction, financial planning/cash flow & project management
- Single point of contact for prospective & existing clients, coordinated activities for projects valued over Rs 30 Cr
- Conducted comprehensive market research and analysis to identify emerging trends and potential areas of expansion.
- Developed the concept & business plan for Eco Roof vertical for setting up terrace gardens on vacant roof tops.
- Led cross-functional teams to successfully execute complex projects, ensuring timely delivery and client satisfaction.
Business Development Manager
3DSoc
2011.01 - 2011.11
- Solely responsible for driving revenues of the company through the distribution of application through app stores and sale of advertisement & branding space on the application through various media houses and corporate houses
- Coordinating with various cellular service providers and OEM manufacturers to bundle the apps for distribution
- Executed tie-up with various stores to list the application as a featured app, resulting in greater visibility & download
- Achieved downloads of more than 1 Million in less than 5 months through various partnering app stores
- Handled media planning, procurement, social marketing for the organization to increase visibility of the products.
- Coordinated with product development teams to ensure offerings met market demands and client expectations.
Project Manager
Zephyr System Pvt Ltd
2009.10 - 2011.01
- Business Head: Training Division, responsible for driving the Profit & Loss and marketing of the business vertical
- Set up a premier telecom training institute focusing on providing quality education in telecommunications to retail and corporate clients, institute accredited by IETE (Institute of Electronics & Telecommunication Engineers) Govt
- Of India and recognized by Scientific & Industrial Research Organization in the Telecom Sector
- Instrumental in receiving accreditation for the training programs from Nokia Siemens, Ericsson, ZTE & BSNL
- Marketing - Member, strategic team: for the diversification of the operations of the organization in energy and construction
- Responsible for generating leads and sales of construction equipment and integrated solar solutions through client interaction and providing customized service as per agreements.
Assistant Manager
NDTV
2008.05 - 2009.09
- Project Manager - NDTV Greenathon and 7 Wonders of India, in association with Incredible India, Govt of India
- Executed tie-ups with Taj Group of Hotels, Kingfisher Airlines, leading newspaper and radio stations to publicize and host on-ground events in 17 cities
- Designed the marketing communication & blue print for the media plan to promote the campaigns through print
- Co-designed the website & catalog for NDTV RedDot Productions, a startup with the organization providing media service to corporate houses and other general entertainment channels
- NDTV India - Organized the first ever food festival Zaika India Ka to showcase the cuisines from across India, event precursor to the Delhi Commonwealth Games
- Winner - ‘NDTV My forecast contest’ - Contest to predict the number of seats won by various coalition parties during the general elections 2009.
Process Associate
Hewlett Packard
2003.05 - 2004.06
- Led 8 PGroups for Procurement & Purchase Order Management for America effecting transactions worth $10M
- Part of a four-member six sigma project team, instrumental in redesigning the invoice payment process resulting in cost reductions of over $250,000 per annum through increased employee efficiency
- Part of 6-member team responsible to conduct the system testing essential to validate feasibility of transitioning the business process
- Ensuring complete process validation required to ascertain end to end service level fulfillment
- Selected as member of team of 12 to transition and stabilize the Indirect Procurement business from Houston.
Education
MBA - Marketing
IIM Bangalore
Bengaluru, India 2001.04 - 2008.05
B. Com - Financial Accounting, Income Tax
Bangalore University (St. Josephs’ College of Commerce)
Bengaluru, India 2001.04 - 2003.05
Skills
Search Engine Optimization
Digital Marketing
Marketing Plan Development
Marketing and Advertising
Marketing campaigns
Marketing strategy
Campaign Planning
Social Media Campaigns
Campaign Management
Certification
Digital Marketing Certificate - Hubspot Academy
Timeline
Digital Marketing Certificate - Hubspot Academy
2024-04
SEO Certified - Hubspot Academy
2024-04
Digital Advertising Certified - Hubspot Academy
2022-02
Head – Digital Marketing
Ajeenkya DY Patil University
2022.02 - 2023.03
Social Media Certified - Hubspot Academy
2021-08
Director Marketing
Indus Trust (Indus International School)
2019.12 - 2021.10
Senior Manager (Cluster Head)
Pearson India Education Services Pvt Ltd
2016.04 - 2019.12
Project / Zonal Head
K12 Technoservices Pvt Ltd
2013.12 - 2016.03
Director
Elite Concept Design Services Pvt Ltd
2013.03 - 2013.12
Business Development Manager
Srshti Group
2011.12 - 2013.03
Business Development Manager
3DSoc
2011.01 - 2011.11
Project Manager
Zephyr System Pvt Ltd
2009.10 - 2011.01
Assistant Manager
NDTV
2008.05 - 2009.09
Process Associate
Hewlett Packard
2003.05 - 2004.06
MBA - Marketing
IIM Bangalore
2001.04 - 2008.05
B. Com - Financial Accounting, Income Tax
Bangalore University (St. Josephs’ College of Commerce)
2001.04 - 2003.05
Deputy Divisional Manager
Global School Foundation – India
4 2023 - Current
Similar Profiles
Shilpi singhShilpi singh
Program Manager at Archipel India Foundation (Naandi Foundation )Program Manager at Archipel India Foundation (Naandi Foundation )
Sara BurkSara Burk
Training Coordinator at CATCH Global FoundationTraining Coordinator at CATCH Global Foundation
Abed Munem JaririAbed Munem Jariri
Project Lead, Mission Delivery at CRDF Global (US Civilian Research & Development Foundation)Project Lead, Mission Delivery at CRDF Global (US Civilian Research & Development Foundation)