Hi, I’m
BHARATESH SALIAN
Marketing Specialist , Digital Transformation, Customer Experience, Marketing Science
Mumbai
Summary
Award winning Global and Regional Digital, Brand , Cross Channel Marketing Leader with 25+ years of experience in partner and agency side business experience across brands and industries. I use data, design experiences, leverage technology to connect great content to commerce opportunities to fundamentally transform the way we build brands by connecting to the addressable and high value audience. The Marketing & Advertising Technology landscape is vast, and growing and changing at pace. Leveraging what’s available in the right way gives brands an opportunity to grow business and create competitive advantage. I help clients realize this opportunity from consultancy through to full delivery in designing and deploying technology, data strategies, and experiences. This stretches across a range of areas including Data Driven Marketing, E-commerce and Direct to Consumer, use of 1st, 2nd and 3rd party data to build 360 customer profiles and experiences, Designing for web, mobile and social, cross- channel and omni - channel approaches. I have driven innovations with campaigns like “Axe - Call Me” till the recent Cannes Lion Gold Winner “Kaan Khajura Teshan” and MMA Smarties India Gold Winner “BJP – LIVETALK”. Specialist in Data Driving Marketing and have been part of the team which has developed the new “FaceBook Missed Call Ad Unit” in India, launched www.bebeautiful.in and multiple CRM programs for Lakme, PureIt and 3 Roses Tea
Overview
23
years of professional experience
Work History
FCB/SIXMumbai
Sr. Vice President - Marketing Science & CX
01.2022 - Current
Job overview
- Leading the P&L of Technology, SEO, Data and Content Optimization Studio
- Setting up global best practices to make India the go to hub for offshore services
- Driving growth for clients by creating data led solutions based on emerging technologies like machine learning and artificial intelligence
- Creating a Data Studio on a SaaS model to empower all teams with real time intelligence on changing consumer behaviour in the digital and offline world
- Drive a growth mindset across all the 4 teams
- Working on the transformation journey of multiple brands such as Amazon, HDFC Bank, Aditya Birla Capital Limited, JioMart , IDFC First Bank, ZF and many others
- Developed and implemented new strategies and policies in collaboration with executive partners to establish and achieve long-term business objectives, providing company with strong and sustainable organizational leadership.
- Maintained consistent growth in revenue, contribution margin, operating profit and EBITDA.
MRM/McCann WorldWideMumbai
Branch Head
04.2020 - 01.2022
Job overview
- My focus areas include setting up a Customer Experience COE and driving the growth business growth by providing data led persona focused marketing solutions built on the backbone of cutting edge AI/Machine learning algorithms and Marketing automation tools
- Key Responsibilities:
- Help multiple brands of McCann Worldwide adopt digital medium with the focus on Customer Experience 2.0 using design thinking
- Working with global teams to set up a COE for UI/UX
- Manage the P&L of the Mumbai branch
- Working on driving growth for brands like LIiva, Birla Carbon, Ikea, MasterCard, Standard Chartered Bank, IndusInd Bank, Cisco, JCB and others
- Results
- Increased organic growth of the branch by 2.5X
- Built a culture of innovation and customer first approach marketing
Digtias - Publicis GroupeMumbai
Sr. Vice President
08.2017 - 03.2020
Job overview
- Identified opportunities to improve business process flows and productivity.
- Hired and managed employees to maximize productivity while training staff on best practices and protocols.
- Developed and implemented new strategies and policies in collaboration with executive partners to establish and achieve long-term business objectives, providing company with strong and sustainable organizational leadership.
- Maintained consistent growth in revenue, contribution margin, operating profit and EBITDA.
SapientRazorfish - Publicis GroupeMumbai
VP & Head - Strategy
04.2015 - 08.2017
Job overview
- My role includes leading the creative, technology & media planning teams to conceptualize and execute digital transformation projects, digital campaigns, strategizing, co-owning brand vision along with growth and managing business relationships at senior levels for brands like Abbot, Reliance JIO, Jeep, TVS , Aditya Birla Group Companies, Future Group and Tourism New Zealand
- Key Responsibilities:
- Helping brands re-imagine business on digital using a mix of strategy, creativity, technology, and media
- Managing the P&L for SapientRazorfish (West & South Regions)
- Lead the Power of One Initiative for Digital Solutions
- Setting up and in-house data led digital listening and marketing center of excellence for Aditya Birla Fashion Limited and Aditya Birla Capital
- Launching and growing Brand Jeep with their full portfolio
- Managing the launch of Reliance Jio and its multiple products under the Jio Umbrella
- Results
- YoY growth of 120% for 2 consecutive years
- Bagged best team in APAC in digital business transformation
- Won more than 25 Awards for Jeep and 16 Awards for Jio at National and Global levels.
- Spearheaded cross-functional initiatives across departments to achieve business goals for bottom-line profits.
VivaConnect Private Limited
Chief Strategy Officer
03.2014 - 04.2015
Job overview
- Appointed to provide Brand Communication Strategies to their clients and drive revenues by building a specialized brand solutions business unit
- Key Responsibilities:
- Driving Digital & Mobile Solutions for Brands based on their objectives
- Hands-on Sales for HUL, GSK, Nestle, Google , Abbott Group, USL and BJP
- Develop Sales Tools, in terms of pitch decks, category decks and lead the team for pitches
- National Buying/ Trading Head for the Agency, Drive media effectiveness across platforms
- Driving Innovations in terms of experiential marketing
- Building Strategic Owned Media Assets for Clients
- Conducting Digital & Mobility Workshops for Agencies & Clients
- Results
- Selected as the AOR for GSK Rural and Goggle HWGO
- Bagged 2 Golds at the e4m IDMA 2014
- Bagged 3 Golds and Best in Show Award at the MMA Smarties 2014 for the BJP LiveTalk Campaign.
Omnicom Media Group, India GM – Digital & Mobility
01.2013 - 02.2014
Job overview
- Appointed to lead the complete digital and mobile transformation of brands for Unilever India , J&J and to make digital media an integral part of the marketing DNA
- Key Responsibilities:
- Head of Digital marketing's key initiatives for the company
- As Head - Online & Mobile, I lead teams in developing digital vision and strategy that exploits the paid/earned/owned media model across key clients with a focus on digital, social, content and mobile
- Drive strategic partnerships with key partners like Google, FB, Yahoo, Inmobi, Vserv that allow agency to innovate across key lines of business, while ensuring optimal service levels and pricing, mapped to clear matrixes
- National Buying/ Trading Head for the Agency, Drive media effectiveness across platforms
- Helping & guiding brand and digital managers to find right digital media and digital creative partners
- Enable people to think and live digital, and hence improve digital thinking and implementation
- Working closely with Category heads and brand managers to derive their brands' digital strategies and overseeing the right implementation of the same
- Results
- Pioneered the Media Lab and Mobile Day which were the first ever such initiatives in Unilever India
- Bagged 40+ Awards in Digital and Mobility in 2013
- Bagged Agency of the Year 2013 - Bronze , Campaign Asia Awards
- Bagged 2 Cannes Gold Lions for Kaan Khajura Teshan
VAS & Innovation
Pinnacle Teleservices Senior Vice President
06.2011 - 01.2013
Job overview
- Appointed to lead the complete digital and mobile transformation of brands for Unilever India , J&J and to make digital media an integral part of the marketing DNA
- Key Responsibilities:
- Head of Digital marketing's key initiatives for the company
- Handled the Digital and Mobility functions of Procter & Gamble, ITC through MediaCom and GroupM companies
- Built a entire Digital team with expertise of PPC and Lead based campaigns
- Conducting Digital Workshops for Agencies and Brands
- Was responsible for New Product Development and driving innovations
- Results
- Won the Abbys 2013 for a brilliant marketing campaign for Pampers and Tide
- Started the first missed call campaign for Brands in Jan 2012
- Increased the top line revenue of the company by more than 180% that year.
TechShastra India Pvt Ltd
Head -Technology
04.2001 - 06.2011
Job overview
- Appointed to lead the technology and buying team for the organization and provide technology based digital solutions for brands like HUL, P&G, Share Khan, Pepsico, Nestle
- Key Responsibilities:
- Head of Digital deliverables for the clients of the organization
- Heading the team of close to 75 team members to develop, manage and optimize campaigns
- Driving Innovations in all Digital formats including Web and Mobile
- Implementation and Maintaining the Short Codes for HUL and Network18
- Media Buying Head for the company to drive media effectiveness
- Results
- Was responsible for many innovations like
- Virtual Mobile Number Solutions (Axe Call Me )
- Missed Call Web Ad Unit (Rediff & Pepsi) o First Live Streaming Event on Facebook (NesCafe Know your Neighbours)
- First Crowd Sourced Flavor Contest (Lays)
- Executed more than 150 Digital Campaigns for HUL
- Implemented www.bebeautiful.in and Fair & Lovely Careers Foundation
- Responsible in creating media efficacy matrix for Mobile to Radio, Mobile to TV for HUL
Education
Mumbai University
High School Diploma
04.1997 - 04.2000
Microsoft Certified Professional
PCI DSS 2.0 (SISA Approved CPISI)
Personal Details
University Overview
Known : Hindi, English, Marathi, Tulu
Skills
Data Led Marketingundefined
Additional Information
- Interests & Hobbies : Cooking & Travelling
Timeline
Sr. Vice President - Marketing Science & CX
FCB/SIX
01.2022 - Current
Branch Head
MRM/McCann WorldWide
04.2020 - 01.2022
Sr. Vice President
Digtias - Publicis Groupe
08.2017 - 03.2020
VP & Head - Strategy
SapientRazorfish - Publicis Groupe
04.2015 - 08.2017
Chief Strategy Officer
VivaConnect Private Limited
03.2014 - 04.2015
Omnicom Media Group, India GM – Digital & Mobility
01.2013 - 02.2014
Pinnacle Teleservices Senior Vice President
VAS & Innovation
06.2011 - 01.2013
Head -Technology
TechShastra India Pvt Ltd
04.2001 - 06.2011
Mumbai University
High School Diploma
04.1997 - 04.2000
Microsoft Certified Professional
PCI DSS 2.0 (SISA Approved CPISI)
Personal Details
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