Durba Mandal

• Marketing Advisory to MSME setups in the Skill Development industry - B2B, B2C marketing, Alliances with ITI's and other educational institutes, Corporate
• Advisory in view of countdown to IPO from Business process and Marketing perspective
• Training for media-savvy execution and sales-centric thinking. Creation of teachable modules for professionals in Media, Sales and Marketing domains.
• Using practical experience and to impart Crafting Pitches, Handling Objections, Integrating technology for measurable business Impact to Senior Managers

• Leadership role, Revenue generation responsibility for media business
• Devising AOP and annual strategy
• Stakeholder management both Internal and external to ensure seamless business transactions
• Team management, Partner management, evaluation, empanelment and contract negotiations
• 360 integrations with creative, media and experiential
• Fostering tech innovations at critical touchpoints, Creating premium media assets
• Integrating Global tech platforms for media audits in Indian media landscape
• Alignment with large media houses and authorities for outdoor premium visibility planning
• Creating protocols for process and audit compliance

Achievements:

• Pilot for Integration of technology to media and experiential projects to deliver better output particularly to Sales, during Post COVID revenue struggle. Increase in Sales by 15% with Free of Cost Media integrations
• Rural marketing and communication to expand market reach. First ever awareness building around product in 1000+ villages.
• Use of technology to audit Ad plays for BTL across Metro, Non-Metro, Rural. Leakage contained to 0.5% only
• Creating a premium Brand imagery using media, collaboration with large Media Houses and real estate giants for creating premium BTL spaces and innovations.
• Collaborated with cross-functional teams to drive process improvements and innovation.

• Creation of Blue print to monetize retail outlets from Non retail revenue streams
• Evaluation of retail media efficacy in India vis a vis overall OOH media for launch of OMG s India chapter
• Planning and launch of retail media visibility with Key retailers
• Launch of Trade marketing Schemes, Communication, campaigns and training programs.
• Evaluation of large retail housed for partnership
• Evaluation of technology that embed with retail media for creating disruption

Achievements:

• Signed MOU worth INR 5 Cr with top two retailer in India – Reliance and Spencer's for roll out

• P&L responsibility, Stakeholder management, Team management
• Streamlining Operations BTL across 24 states
• Formulation of national out of home media and BTL strategy to increase the brand score.
• Overall supervision of BTL campaigns across the country
• Store Launches, Trade Marketing & Promotions driving footfalls, Sustenance programs for sales
• Creation of College program to capture the student segment

Achievements:

• Created a standard operating manual for campaigns by reducing the turnaround time (TAT) by 25%
• Created new savings metrics resulting in 10% value addition on total budget
• First time integration of Analytics to co relate sales data and budgets to conclude the efficacy of campaign and finalize campaign start date . Media efficiency increased by 15%
• Effective OOH media integration with TV ad Digital media to deliver 25% savings on total outlay
• First of its kind micro marketing activities in2 L towns. Roll out in 48 hours with NIL escalations
• Consistently achieved L1 rating lowest bidder during pitches, provided 10% savings annually
• Contributed to innovative trade Marketing campaigns leading to increase in sales by 7%
• Team Management, 0.5 % attrition
• Key Client Interface: Airtel, Bharti Retail, Samsung, Pernod Ricard, Pepsi, Star Cement, Univercell, Bajaj Allianz

• Formulation of local BTL strategy for Airtel in every state enabling them to successfully maintain TOMA during Vodafone launch
• Conversion of on ground monitoring process from manual to online and real-time using technology; reducing costs by 36% and TAT by 10%
• Aligning media partners to annual deals and training leading to 15% Volume discount
• Collaborated with cross-functional teams at clients end to identify opportunities for growth - R etail and trade marketing services garnered for INR 50 Lakhs
• Best consumer connects innovation award received at the Singapore Outdoor media association awards.

Key Client Interface: Airtel, Delmonte, Unilever, Pernod Ricard, 7 Up