Hi, I’m
Ketan Dave
Summary
Dynamic marketing leader with over a decade of experience driving brand growth, customer acquisition, and revenue through integrated marketing strategies across digital, ATL, BTL, and retail channels. Proven track record in leading end-to-end campaigns, GTM execution, performance marketing, and strategic account management. Adept at leveraging data insights, consumer behavior, and cross-functional collaboration to deliver high-impact, ROI-driven results. Skilled in managing agencies, creative teams, and multi-channel content to ensure consistent brand messaging and market leadership.
Overview
19
years of professional experience
Work History
LG Electronics India Pvt. Ltd.
DGM & Head Marketing (Brandshops & Modern Trade Biz)
03.2018 - Current
Job overview
- Strategic Marketing Leadership
- Responsible for developing, executing, and optimizing comprehensive marketing strategies that drive brand awareness, customer engagement, and revenue growth.
- Develop and execute end-to-end marketing strategies to support business goals.
- Develop and execute a comprehensive marketing strategy to achieve the organization's business goals, with a strong focus on digital transformation and customer-centric initiatives.
- Drive brand equity and revenue growth through integrated marketing efforts across digital, traditional, and experiential platforms.
- Monitor industry trends, market insights, and consumer behavior to adapt strategies and stay ahead of the competition.
- Develop and implement comprehensive branding strategies that align with the company's overall objectives and vision.
- Using data insights to optimize marketing strategies, improve campaign performance, and make informed business decisions.
- Continuously refine strategies based on performance metrics and market feedback.
- Stay abreast of industry trends, content marketing innovations, and digital platform changes to continuously evolve our content approach.
- Define target audiences and develop customer personas to drive tailored messaging and campaigns.
- Develop and execute comprehensive marketing strategies to enhance brand visibility and customer reach.
- Shape and communicate the brand’s vision and mission to ensure consistency across all initiatives and teams.
- Integrated Marketing Communication
- Strong understanding of the full marketing mix, including digital, social media, content, and traditional advertising channels.
- Design and manage 360-degree marketing campaigns that seamlessly integrate ATL, BTL, and digital strategies to maximize impact.
- Collaborate with creative agencies, manage media planning, develop marketing campaigns to conceptualize and develop compelling marketing communication strategies that align with the company's brand purpose.
- Oversee media budgets for ATL, BTL and PR and performance metrics to ensure campaigns meet objectives and deliver ROI.
- Develop and execute integrated marketing strategies to drive brand awareness, customer acquisition, and retention.
- ATL Campaigns
- Plan and execute mass media advertising strategies—including TV, radio, print, and outdoor campaigns—to build brand awareness on a large scale.
- Leading the communication plan with agency partners including ATL campaigns (across TV, Radio, Print, OLV), BTL campaigns, Digital & Website development, Social Media management includes briefing, creating, pre and post and testing, on time delivery and implementation.
- Lead the content development of integrated advertising campaigns across multiple channels, including digital, print, social media, and more.
- BTL Activities
- Develop and implement 360 marketing campaigns across BTL and digital channels to increase footfall and online engagement.
- Drive on-ground activations, experiential marketing, direct engagement campaigns, and community outreach programs to foster personal connections with our audience.
- Digital & Performance Marketing
- Drive lead generation through performance marketing, ensuring high-quality conversions.
- Develop, execute, and optimize digital campaigns across SEM, social, and display channels to drive user acquisition and engagement.
- Digital Marketing for the brand across top-mid-lower funnel including content, creatives and digital media strategy.
- Drive cutting-edge work in the Digital space by proactively partnering with likes of Google, Meta and leading change.
- Analyze key marketing metrics including CTR, CPC, and lead quality; present insights and ROI reports to leadership.
- Strong hands-on expertise in Meta Ads, Google Ads, CRM platforms, and email marketing tools.
- Build and manage a comprehensive campaign calendar across Meta, Google, LinkedIn, and other platforms.
- Monitor campaign performance using tools such as Google Analytics, HubSpot, SEMrush, Meta Ads, or similar platforms.
- Run data-driven campaigns with external agencies; track and optimize CPA, ROAS, and CTR.
- Analyze marketing performance metrics — ROAS, CTR, Conversions on website, CAC, retention, and LTV, ensuring marketing campaigns are data-driven and impactful.
- Leverage regional digital platforms, YouTube, WhatsApp marketing, and regional influencers for brand storytelling.
- Plan, execute and optimize paid media campaigns on Meta and Google to drive traffic, visibility and conversions on assigned quick commerce platforms.
- Social Media & Community Engagement
- Manage and grow social media presence, ensuring active engagement and a positive brand sentiment.
- Track performance metrics (engagement, reach, sentiment) and optimize campaigns.
- Retail Marketing: Modern Trade & EBO
- Manage in-store branding, POS materials, visual merchandising guidelines, and promotional campaigns.
- Measure, analyse, and report the performance of all marketing campaigns, assessing ROI and KPIs to ensure effectiveness and alignment with business objectives.
- Monitor market trends, consumer behavior, and competitors activities to identify opportunities and threats in the marketplace.
- Develop and implement innovative strategies to drive brand growth, expanding market share and consumer loyalty.
- Lead the ideation and execution of omnichannel strategies to create compelling customer propositions, aligned with category ambition and brand direction.
- Create and execute innovative marketing campaigns to drive brand awareness and customer acquisition.
- Manage the marketing budget effectively, ensuring optimal ROI.
- Monitor and analyze marketing campaign performance, providing regular reports and recommendations for improvement.
- Develop and implement retail marketing strategies – including hyperlocal campaigns, store events, and partnerships to drive foot traffic and enhance in-store experience.
- Design and implement trade marketing strategies and dealer engagement programs.
- Collaborate with the sales team to drive footfalls and conversions through POS materials, promotions, and local events.
- Collaborate with retail teams to identify local marketing opportunities.
- Analyze ROI of retail marketing initiatives and continuously optimize plans.
- Planning monthly promo for all Modern Trade nationally focusing on competition trends, historical spends, and business requirements.
- Handling the P&L, Monthly to yearly forecasting and P&L related activations.
- Develop and implement shopper marketing plans aligned with brand and channel strategies for the assigned category.
- Leverage shopper insights and analytics to craft campaigns that drive conversion at the point of purchase.
- Partner with internal teams, including Marketing, Sales, and Category Management, to ensure alignment on objectives and goals.
- Campaign Development
- Demonstrated ability to identify target audiences and create effective, results-driven campaigns that resonate with consumers.
- Manage the development, implementation, tracking and measurement of on-time brand communication campaigns that drive brand awareness.
- Devise campaign Key Performance Indicators (KPI) that produces the desired communication and tax compliance results and demonstrate a Return On Investment (ROI).
- Develop and implement campaign Monitoring & Evaluation and risk framework.
- Ensure that the brand and identity is adhered to in campaigns conceptualization.
- Monitor and oversee campaign budgets spending.
- Plan, advise and manage end-to-end processes for strategic corporate communications campaigns.
- Lead brand campaigns end-to-end: insight, concept, brief, production, launch.
- Account Management & Business Development: Modern Trade / EBO
- Manage and grow key modern trade accounts like Croma, Reliance Digital, Vijay Sales, etc.
- Act as a single point of contact for strategic account partners for all operational and strategic matters.
- Build long-term relationships with category heads and decision-makers at partner organizations.
- Develop and execute Joint Business Plans (JBP) with key accounts to drive category growth.
- Monitor and review sales performance, promotions, and visibility initiatives across partner outlets.
- Negotiate annual trading terms, pricing, and promotional spends with key accounts.
- Develop monthly and quarterly sales targets and ensure achievement through coordinated execution.
- Work closely with field teams to ensure in-store execution, planogram adherence, and stock availability.
- Go to Market
- Design and develop the Trade collaterals to help build the brand in trade and support key launches.
- Lead end-to-end Go-To-Market (GTM) planning and execution for new launches and seasonal campaigns.
- Translate brand elements into actionable plans and go-to market strategies that drive performance and growth.
- Content Creation & Content Marketing
- Build the mechanism that allows the collection and creation of compelling content.
- Lead the content development of integrated advertising campaigns across multiple channels, including digital, print, social media, and more.
- Work closely with the Strategic creative partner in planning and delivering content as per brand Annual Calendar and on-board key stakeholders such as the Product team, Channels and strategic partners on this journey.
- Ability to creatively integrate various media vehicles across channels to deliver consistent brand messaging impacting brand equity scores quarterly.
- Oversee and manage end-to-end content creation – including photoshoots, videos, social media content, campaign assets, website, ads, and in-store communication.
- Brand Campaign Ideation & Execution
- Create and manage detailed editorial calendars, ensuring timely and consistent publication of high-quality content.
- Ideate and lead creation of impactful brand assets including videos, graphics and written content.
- Collaborate with content creators, agencies, and in-house teams to ensure consistent brand voice.
- Create and manage content and communication across digital, in-store, PR, influencer, and experiential channels.
- Build strong creative briefs and collaborate with advertising, PR, event, and media agencies to deliver standout campaigns.
- Build, lead, and mentor a marketing and content team – fostering creativity, ownership, and high performance.
- Lead content strategy from campaigns to daily storytelling – across social media, website, email, performance ads, and in-store.
- Collaborate with internal teams and external agencies to produce high-quality deliverables on time.
- Proactively identify and propose new content formats, technologies, and strategies to enhance audience engagement and achieve competitive advantage.
- Collaborate with content, design, and sales teams to align messaging, audience strategy, and funnel integration.
- Oversee creative development for all brand-facing material from ads to PDPs to retail collaterals.
- Ensure every touchpoint reflects the brand's aesthetic, clarity, and emotion.
- Cross Functioning
- Collaborate with cross-functional teams to ensure that the brand messaging is integrated into all aspects of the business, including product development, consumer experience and communications.
- Constantly update and maintain brand guidelines, ensuring consistency across all marketing materials and touchpoints.
- Providing sales team with the necessary marketing materials, training and support to sell the brand's product.
- Working closely with other teams, such as product development, design and e-commerce, to ensure a cohesive brand experience.
- Collaborate closely with internal teams, including marketing, product, sales, design, and external agencies/freelancers, to ensure content aligns with broader campaigns and initiatives.
- Work with sales and product teams to align messaging and ensure strategic marketing support throughout the customer journey.
- Work closely with Product, Sales, Category Marketing, and Design to execute 360 campaigns.
- Manage internal and external teams (agencies, creative partners) to deliver high-impact outcomes.
- Align internal teams and stakeholders around the brand’s strategic direction, ensuring unified tactics and consistent messaging across all touchpoints.
- Agency & Vendor Management
- Serve as the primary point of contact for creative and marketing agencies, ensuring alignment & track with brand guidelines and campaign objectives.
- Initiate relevant briefs to the creative & media agencies for creation & execution of brand communication as per agreed brand plans.
- Develop and coordinate agency management framework through inclusive regular quarterly review meetings.
- Manage contracted agencies to ensure that the desired results are achieved and the Authority receives value for money.
- Lead and coordinate agency engagements.
- Lead in design, layout and production of POSM materials such as brochures, explainer videos, 2D explainers, external documentaries, FAQs, Unboxing Videos, Customer testimonials, etc.
- Brand Marketing
- Align marketing calendars with product launches and seasonal category priorities.
- Ensure strong brand presence across online & offline including in-store visibility, and digital touchpoint.
- Ability to conceptualize unique marketing initiatives that resonate with diverse audiences and drive brand awareness objectives.
- Formulate marketing plans in line with the marketing strategy. Monitor Brand health, Brand performance in line with Marketing plan.
- Oversee budget allocation and ensure efficient utilisation of resources for marketing activities.
- Develop and execute the marketing and branding strategy to improve market share and reach by defining brand – its proposition, activation and promotions.
- Lead the planning and execution of the brand initiatives; oversee the creative development of publicity collaterals across all channels and other related communication and media platforms.
- Develop and lead the implementation of brand communication budgets and monitor progress against key performance indicators.
- Develop strategies aimed at promoting brand through implementation of CSR initiatives.
- Develop, coordinate and execute campaigns aimed at communicating brand message and communicate brand personality.
- Media Planning & Buying
- Work on effective media plan, evaluation and implementation to attain maximum ROI of marketing activities while achieving brand objectives.
- Hands-on exposure in media buying including time slot selection (TV/radio), understanding of prime-time placements, and relevant media mix.
- Effectively running the day-to-day planning on key accounts.
- Work with other departments to ensure a campaign goes live on time through the use of best practice and adherence to Service Level Agreements.
- Experience in identifying the right celebrity fit for a brand and managing the end-to-end shoot process in collaboration with agencies.
- Use understanding of commercial opportunities and trading focuses to ensure investment is guided towards the most appropriate partners.
- Monitor budgets, forecast spend, manage pacing, and make allocation decisions to maximize ROI.
- Create, manage and co-ordinate the implementation of digital media plans to achieve campaign objectives.
- Track digital campaign performance and maintain post evaluations of all key campaigns executed and provide recommendations.
- Spearhead the development of program strategies and analysis for clients (e.g., target audience recommendation, geographic targeting, timing/scheduling strategy).
- Write and deliver media strategies, and oversee the translation of these strategies into final media recommendations.
- Ensure that media deliverables meet and align with campaign goals and objectives.
- Recommend the most appropriate types of media to use, as well as in an opportune manner.
- Work with the creative team to develop/improve design elements etc.
- Consumer Activation
- Develop and execute high-impact consumer activation campaigns across key markets.
- Drive brand engagement through experiential marketing, events, partnerships, and sampling programs.
- Analyze consumer insights to shape strategies and improve engagement KPIs.
- Work closely with sales and trade marketing teams to align activations with commercial objectives.
- Own the annual and quarterly brand calendar across consumer promotions, product drops, Key festivals & occasions.
Dish TV India Ltd (Essel Group)
Zonal Marketing Head - West
12.2015 - 03.2018
Samsung India Electronics Pvt Ltd (West)
Marketing Manager – West
07.2011 - 08.2015
Whirlpool of IndiaPune
Senior Executive–Trade Marketing (Rest of Maharashtra & Goa)
03.2010 - 06.2011
Kinetic Motor Co. Ltd.Pune
Senior Officer – PAN India Marketing
12.2006 - 02.2010
Education
Symbiosis Business School
Strategic Management Program
Narsee Monjee Institute of Management Studies
Corporate Communications & Integrated Marketing
Pune University
PGDBM from Marketing Management
01.2007
Web Trainings Academy
Digital Marketing
01.2018
Aptron Training Institute
Digital Marketing Techniques for Lead generation & Sales
Skills
- Marketing Management
- Advertising
- Retail Branding
- Trade Marketing
- Digital Marketing
- Brand awareness
- Brand Management
- Strategic Planning
- Channel Exclusive Marketing campaigns
- Media Planning
- Media Buying
- Product Marketing
- Product Launches
- Event management
- Strategic Alliances
- Differentiated sell out programs
- Events
- Exhibitions
- Sponsorships
Languages
English
Hindi
Summary
Dynamic marketing leader with over a decade of experience driving brand growth, customer acquisition, and revenue through integrated marketing strategies across digital, ATL, BTL, and retail channels. Proven track record in leading end-to-end campaigns, GTM execution, performance marketing, and strategic account management. Adept at leveraging data insights, consumer behavior, and cross-functional collaboration to deliver high-impact, ROI-driven results. Skilled in managing agencies, creative teams, and multi-channel content to ensure consistent brand messaging and market leadership., Marketing Management & Advertising - ATL/BTL/Digital, Retail Branding, Trade Marketing, Digital Marketing, Brand awareness & Visibility, Brand Management, Strategic Planning, Designing, Development and execution of Channel Exclusive Marketing campaigns, Media Planning & Buying, Product Marketing & Launches, Event management, Strategic Alliances, Developing Differentiated sell out programs, Events, exhibitions & sponsorships
Personal Information
Date of Birth: 10th July 1984
Timeline
DGM & Head Marketing (Brandshops & Modern Trade Biz)
LG Electronics India Pvt. Ltd.
03.2018 - Current
Zonal Marketing Head - West
Dish TV India Ltd (Essel Group)
12.2015 - 03.2018
Marketing Manager – West
Samsung India Electronics Pvt Ltd (West)
07.2011 - 08.2015
Senior Executive–Trade Marketing (Rest of Maharashtra & Goa)
Whirlpool of India
03.2010 - 06.2011
Senior Officer – PAN India Marketing
Kinetic Motor Co. Ltd.
12.2006 - 02.2010
Symbiosis Business School
Strategic Management Program
Narsee Monjee Institute of Management Studies
Corporate Communications & Integrated Marketing
Pune University
PGDBM from Marketing Management
Web Trainings Academy
Digital Marketing
Aptron Training Institute
Digital Marketing Techniques for Lead generation & Sales
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