Summary
Overview
Work History
Education
Skills
Websites
Activities
Timeline
Generic

GIRISH UPADHYAY

Mumbai

Summary

23+ years of experience in go-to-market strategy development, communications, digital marketing, Martech, experiential marketing and business planning. An effective leader and team builder with capabilities in directing, training & motivating large multi-cultural teams with integrity, passion & courage

Overview

24
24
years of professional experience

Work History

CHIEF MARKETING & GROWTH OFFICER

AXIS MY INDIA
1 2021 - Current
  • Orchestrating a data centric revolution that will impact 250Mn Indian households
  • Building a super app in partnership with Google with the purpose of empowering citizens with authentic information and solutions based on their needs and aspirations
  • Created road map of Axis My India’s brand identity & build long / short term marketing plans to achieve objectives around demand generation, customer acquisition, new product & research development, content strategy & Martech
  • Increased brand awareness by designing engaging marketing campaigns – Lead generation, Lead Nurturing, Customer retention, Website, SEO, SEM, Social Media Marketing
  • Improved overall company performance with data-driven analysis of key metrics and implementation of optimization strategies

CHIEF OPERATING OFFICER

MADISON MEDIA
08.2018 - 01.2021
  • Steered business & strategic growth for flagship brands like Asian Paints, Abbott, Tata Consumer Products, Viacom 18, Voot, Bajaj among others through strategic initiatives across ATL, BTL and Digital platforms Create outcome based communication strategies, structured partnerships, prepared financial forecasts, large scale buying deals and supervised P/L responsibilities
  • Drive data driven marketing, analytics and martech to boost overall conversions- Pioneered Mar Tech capabilities like Madison’s own DMP in partnership with Lotame and TV+Digital Video planning for clients.

HEAD- MARKETING SERVICES, MEDIA & DIGITAL

TATA MOTORS
02.2013 - 08.2018
  • Build & led the corporate marketing, media planning & buying, digital marketing & research functions for Tata Motors; worked with internal & external partners on brand development, managed the mass and digital brand marketing media budget and ensured a cohesive brand proposition is presented to the customers.
  • Deployed monitory resources through effective planning and negotiations for all ATL & BTL planning for all passenger brands through digital, media and activation agencies
  • Handled a total budget of 450 crs including 50 crs of digital
  • Successfully launched the Tiago, Tigor, Hexa, Nexon brands through 360 degree integrated marketing communication plans using celebrities
  • Identified, negotiated and implemented big ticket properties like Leo Messi Association with Tata Motors, IPL Central Sponsorship, Tata Open ATP Tennis Sponsorship, Tata Marathon, IIFA Sponsorship.
  • Conceptualized & implemented an ORM & CRM architecture integrating all departments - Service, Accessories, Product, Customer Experience and Marketing. Defined a response & escalation matrix - Resulted in significant increase in the digital promoters (NPS score) & decline in detractors.
  • Created 'Car Configurator 2.0' - a first of its kind virtual & immersive test drive experience for Tata Nexon. Online product engagement shot up & average time spent on the website went up by 3x.
  • Building and operating budget processes to achieve adherence to company policies and efficiency goals, including agency management.
  • Ensured analytics based solutions underpin all communication decisions by conducting research based initiatives like market mix modeling, spends to enquiry conversion analysis, Ad effectiveness for all major campaigns, Brand Track measurement for Tata Motors corporate brand campaign, Name search for new brands like Tiago, Tigor & Animatic testing for new campaigns, A/B Testing
  • Marketing Effectiveness: Lead the Better Than our Best project with BCG on Tata Motors PV marketing spend control & effectiveness improvement by 2x. Achieved a 16% saving as per Spatial Access Media Audit.
  • Attained campaign of the year award from Tata Group Chairman on launches for Hexa, Zest and Tiago
  • Represented Tata Motors in the World Advertising Association: Media Forum- The new era of media trading & media management best practices
  • Was a member of the Indian Society of Advertisers representing Tata Motors

Sr. Business Director

STARCOM MEDIAVEST GROUP
08.2006 - 01.2011
  • Managed the media team which launched the BlackBerry range of Smartphones in India across ATL & BTL Launched Jet Airways – International Flights in markets like China, Hong Kong, New York, Toronto & Brussels; formulated the entire media planning & buying for these routes by working in tandem with Starcom Global partners Achieved awards at festivals like Emvies, Goafest, Valencia Festival of Awards & a Cannes Media Lions shortlist in categories: Best Use of Content Integration, Best Use of New Media, Best Use of Digital & Best Use of TV Successfully represented the office in Internal Starcom Awards – Connections that Captivate in Bejing & Mexico
  • Created the Samsung Centre of Excellence, based of Gurgaon, India offering expertise in Media, Data, Analytics for more than 30+ countries

Associate Media Director

Madison Media
03.2003 - 07.2006
  • Planned on basic principles of FMCG planning – Reach/Freq, Market priortization, Goal & Budget setting across key Brands: Cinthol, FairGlow, Godrej No.1 & Godrej Ezee

Planning Manager

Mindshare (Group M)
03.2002 - 02.2003
  • Conceptualized & implemented media strategies for ICICI Bank

Senior Research Associate

AC Nielsen (ORG –Marg)
03.2000 - 02.2002
  • Assisted clients in build more effective marketing strategies by providing key insights into purchasing behavior

Education

Masters in Business Administration -

Army Institute of Management (Calcutta)

Bachelor of Science (Chemistry) - undefined

Lucknow Christian College

Skills

Go-To-Market Strategy

Marketing Communication

Media Planning & Buying

ROI Accountability

Strategic Brand Management

Team Building

Activities

  • Grooming young talent as a Visiting Faculty in NMIMS, School of Branding & Advertising
  • Part of the judging team for awards like Effies, Goafest Abbys & Emvies
  • Opinon Leader articles on marketing: [Efficiency versus effectiveness in COVID times](https://brandequity.economictimes.indiatimes.com/news/marketing/efficiency-versus-effectiveness-in-covid-times/76367912), [Will consumption in Bharat bounce back post COVID 2.0? Most definitely yes!](https://brandequity.economictimes.indiatimes.com/news/research/will-consumption-in-bharat-bounce-back-post-covid-2-0-most-definitely-yes/82607643), [Social influence and taking sustainable consumption mainstream](https://www.afaqs.com/news/guest-article/social-influence-and-taking-sustainable-consumption-mainstream), [A pandemic market and the transition in marketing](https://www.agencyreporter.com/a-pandemic-market-and-the-transition-in-marketing/), [How to win customers' purchase journey](https://www.socialsamosa.com/2021/07/opinion-girish-upadhyay-how-to-win-customers-purchase-journey/)
  • Ex- Member of the Indian Society of Advertisers, Media Committee
  • Member of Ad Club Bombay & Market Research Society of India

Timeline

CHIEF OPERATING OFFICER

MADISON MEDIA
08.2018 - 01.2021

HEAD- MARKETING SERVICES, MEDIA & DIGITAL

TATA MOTORS
02.2013 - 08.2018

Sr. Business Director

STARCOM MEDIAVEST GROUP
08.2006 - 01.2011

Associate Media Director

Madison Media
03.2003 - 07.2006

Planning Manager

Mindshare (Group M)
03.2002 - 02.2003

Senior Research Associate

AC Nielsen (ORG –Marg)
03.2000 - 02.2002

CHIEF MARKETING & GROWTH OFFICER

AXIS MY INDIA
1 2021 - Current

Masters in Business Administration -

Army Institute of Management (Calcutta)

Bachelor of Science (Chemistry) - undefined

Lucknow Christian College

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