KARANBIR SINGH

Enhanced growth through data-driven digital campaigns

• Handled the budget distribution of about $3M monthly across shows and optimized spends over Meta, TikTok, and UAC platforms, by targeting M9 recovery.
• Data-backed creative oversight for acquiring assets and cracked under $1.5 for multiple shows.
• Drove the spending on one show by 5x by identifying the growth lever and cracking multiple assets.

US Growth Lead | Drama & Romance

• Streamlined and structured the existing process to effectively track throughput of new shows. This helped in testing 50+ shows a month
• Sentiment analysis: Introduced a new way to interpret the comments posted which was later adapted by India, UK & Germany teams

Retention Growth | USA

• Formulated the first ever benchmarks to qualify a show as a potential blockbuster. These benchmarks are being used by the complete US team and has been replicated by India team
• Automated the process to judiciously use the daily average listener's time and select the top shows together
• Reduced leakage across different modules available in the app & increased the throughput from 55% to 85%

• Among the top 5 percentile Assistants to get a 5/5 rating consecutively in the 2nd year of service
• The youngest employee with ITC handling the largest branch in India for Personal care portfolio
• Directly managing a team of 20+ people and indirectly a team of 300+ people to deliver a monthly sales value of 20+Cr while directly handling sale of 12+ categories and 150+ SKUs
• Ideated growth strategies for brands such as Savlon, Fiama, Engage, Vivel, Homelite, Mangaldeep etc
• Currently the best branch in terms of delivering top outlet growth, loyalty plan execution outlet, distribution and rural reach execution in Personal care and Agarbatti portfolio

• Among the top 5 %ile Assistants to get a 5/5 rating in the confirmation review (Batch of 55 AUTs)
• Managing the PMO on one of the biggest Strategic transformation projects in ITC in partnership with BCG and was among 4/30 Assistants to be a part of the core team, handling 3+ modules
• Defined the logic behind Sales/lines target for the ground team, currently rolled out all over India
• Independently handled the execution of the project across 2 branches (Jaipur & Mumbai), currently delivering a growth of 10%+ in productivity measures and 5%+ in sales, across food categories
• Designed multiple dashboards to track the progress of the project, which are now used as reporting standards to the Top Management (PMO, Sales recovery, Distribution benchmarking etc)

• Independently worked on 7+ projects, across 4 months, presented analysis at a Western District level
• Runners up at the Intra-ITC national quiz - 'Star Wars' (75+ teams), Youngest Assistant to qualify

• Identified key problems in trial methods used for SEC B&C by 4 brands - Whisper, Oral-B, Tide etc
• Single-handedly designed 2 new trial methods; Successfully conducted 3 pilots to increase brand trials
• Proposed incremental sales of $1.2Mn with 150% increase in new users through successful pilot runs
• Enhanced ROI by 133%; Reduced cost/trial by 22%; Demo time by 33% by redesigning Demo kit

• Was the Youngest member of All-India Application working team, performed highest job studies
• Subject matter Expert (SME) on analytical tool Power-BI, trained 20 L&T Senior HR managers
• Led a team of 5 trainers, to train 45 operators (2000 manhrs), in Operation & Maintenance module
• 1/5 to handle business worth ₹100Cr with Coal India; ₹35Cr with private & ₹17Cr with Ultratech
• Strategized pitch to select 1/20+ products, revived Goa - Iron Mines sale, won ₹3.5 Cr worth orders
• Strategized equipment re-fleeting at Ultratech, led to 25% lesser equipment time usage & fuel savings
• Pioneered study at Navi Mumbai Int
• Airport on load and haul, proposal led to increase in production