ASMITA JOSHI
Mumbai
Summary
Strategic and data-driven Media Planner with 7 years of experience leading integrated media planning across TV, Digital and activations for FMCG and healthcare brands including Pampers (P&G), Cipla Health, Abbott & Vodafone. Skilled in consumer insights, cross-media strategy, competitive analysis, and performance tracking. Proven expertise in translating business and brand data into holistic media strategies that drive reach, visibility, and consumption. Keeping up with brands by not skipping an AD!
Overview
7
7
years of professional experience
Work History
Group Head Strategy
EssenceMediacom
Mumbai
11.2024 - Current
- Brand: Pampers P&G
- Developed a deep understanding of the brand’s business challenges, category dynamics, and consumer behavior to craft data-driven campaign strategies and recommendations.
- Built comprehensive audience profiles using demographic and psychographic insights to sharpen targeting
- Leveraged key marketing and brand performance metrics to build holistic media approaches and conduct ongoing market optimization.
- Translated core business objectives—such as driving incremental reach and boosting consumption—into effective and measurable media strategies.
- Led integrated media planning across Social, Digital Video, and Activation touchpoint to strengthen brand visibility and affinity.
Manager | Senior Executive
Starcom
Mumbai
10.2021 - 11.2024
- Brand: Medimix
- Evaluated the role and impact of various media channels to recommend optimal cross-media mixes aligned with brand objectives.
- Demonstrated strong project management by delivering multiple assignments proactively and within timelines.
- Managed day-to-day client engagement, providing strategic inputs, and ensuring seamless coordination across key deliverables.
- Conducted competitive tracking across categories to identify trends, assess threats, and shape brand responses.
- Collaborated with internal teams across planning, content, and buying to develop and execute cohesive, high-quality media plans.
Planning Manager
Madison Media
Mumbai
06.2020 - 09.2021
- Brands: Cipla Health Ltd
- Managed end-to-end media operations for brands across multiple categories
- Built strategic CPRP-led TV plans to meet brand goals, ensuring on-air execution was timely, accurate, and aligned with projections.
- Coordinated with media partners to identify value-driven opportunities that enhanced brand salience.
- Led weekly performance reviews to track campaign KPIs, and implement corrective actions to improve future efficiency.
Business Executive | Intern
Wavemaker
Mumbai
11.2018 - 05.2020
- Brands: Abbott & Vodafone
- Analyzed BARC TV trends to identify viewership patterns, and apply insights to strengthen brand plans.
- Monitored campaign performance to ensure smooth delivery and adherence to planned parameters.
- Created weekly and monthly competitive landscape reports to inform planning cycles.
- Developed target audience-driven TV plans built on brand objectives, reach goals, and efficiency metrics.
- Provided planned vs. Delivered evaluations to measure campaign effectiveness and guide optimization.
Education
Masters - Media, Entertainment & Advertising
Kishinchand CHellaram College
Mumbai, India10-2020
Bachelors - Mass Media, Advertising
SVKM's Usha Pravin Gandhi College
Mumbai, India05-2018
Skills
- Media Strategy & 360° Planning
- Consumer Insights & Audience Profiling (Demographics Psychographics)
- Cross-Channel Planning (TV, Digital, Audio, Print, OOH)
- Campaign Optimization & Performance Tracking
- Client Servicing & Cross-Functional Collaboration
- Competitive Benchmarking & Industry Analysis
- Tools: BARC, TGI, GWI, IRS, Euromonitor, MS Excel & PowerPoint
Timeline
Group Head Strategy
EssenceMediacom
11.2024 - Current
Manager | Senior Executive
Starcom
10.2021 - 11.2024
Planning Manager
Madison Media
06.2020 - 09.2021
Business Executive | Intern
Wavemaker
11.2018 - 05.2020
Masters - Media, Entertainment & Advertising
Kishinchand CHellaram College
Bachelors - Mass Media, Advertising
SVKM's Usha Pravin Gandhi College