Ketan Mahendra Dave
Marketing Professional
Mumbai
Summary
Experienced marketing professional with a strong background in brand identity creation and market analysis spanning over 17 years. Proficient in assessing brand performance and identifying market trends to formulate effective growth strategies in sectors such as consumer electronics and automobiles. Capable of boosting online sales and managing holistic marketing campaigns across multiple channels, including digital and traditional media.
Overview
15
15
years of professional experience
5
5
Certifications
Work History
DGM & Head of Marketing, Corporate Retail Marketing
LG Electronics
01.2020 - Current
- Heading Marketing for LG Electronics EBO (Exclusive Brand Outlets) in India, highest contributing channel for LG Electronics business in India, Developed Innovative & Robust Marketing execution and differentiated Marketing strategies to develop business Supported company-wide decision making to aid in understanding the market opportunity, penetration strategy, and achieving the targeted return on investment with a plan of action.
- Brand Management, Market & Consumer Research
- Exponential growth and highest contributing channel for LG Biz in India; through ATL, BTL, digital, PR and influencer marketing channels
- As the custodian of complete brand strategy, establishing the channel, to create consumer preference over other brands
- Retail Marketing: Developing strategies to maintain brand and retail uniformity across all LG stores in India with innovative retail visibility, merchandising, experiential marketing and maintaining the overall store MOT.
- Leading a team, spearheading retail sales, and conceptualizing and designing branding collaterals for guerilla marketing
- Managed complete creative development process, from devising the brief till closures with agencies.
- Conceived short/long term brand business plans addressing product gaps, new markets, distribution strategy and profitability
- Leveraged research findings into a comprehensive brand platform: concept, promise, positioning, character, tonality and look, to develop and publish content that humanizes the brand and demonstrates its value
- Spearheaded digital marketing campaigns to target and convert market prospects while optimizing retention and growth
- Led the complete creative development process with external creative agencies and delivered content strategies and story-lines impacting customer communication, brand positioning and business development
- Managed country wide launches of exclusive brand outlets/stores and preparing the annual pan-India marketing calendar
- Monitored retail distribution while analyzing and establishing operational procedures and standards of store performance- Maintaining Store MOT.
- Supervised the customer loyalty programs, analyzed customer and market behavior to boost market share
- Product Marketing, Business Development, Strategic Alliances & Channel Expansion
- Provided product management, brand positioning and marketing expertise, conducted market and consumer research to build the channel with differentiated customer offerings.
- Business Development resulting in leading market share in Industry
- Cross Promotions and alliances for Business growth & developing channel identity.
- Spearheaded the planning and execution of BTL activities and event activations; monitored and approved creatives/collaterals
- Spearheaded pan-India marketing to support new products and key initiatives and established metrics to track program ROIs
- Channel expansion – New Stores Development (EBO) – 200 new stores in 2020-21
- Strategic Digital Marketing for Channel Promotion/Business Development/Lead Generation & Conversions: GMB & Google ads – Paid Marketing, PPC Campaigns, Keyword research tools, CPC & Conversions, Display ads, Search ads, shopping ads, Youtube/Video Marketing and paid video ads – CTV Mastheads, other paid promotions, Social Media Marketing – Marketing campaigns and paid promotions (Lead generation, brand awareness) over Facebook, Twitter, Instagram, youtube, Linkedin, Email Marketing, Google analytics, Roadblocks, - various platforms
- Influencer Marketing, Podcasts and Live streaming for virtual product demos, virtual events & launches, etc.
Regional Marketing Manager
LG Electronics
03.2018 - 12.2019
- Responsible for the development and execution of the marketing strategy and managing strategic marketing and branding resulting in achieving the desired sell out growth of the Region.
- Delivered an excellent creative direction for communication campaigns, employing store/city-specific media vehicles like print, radio, digital; and localized elements etc.& ensuring in record breaking sell out growth in 2018 & 2019.
- Coordinated with media planners to ensure accurate media purchases; evaluating new media opportunities.
- Planned, executed and managed end to end pan India ATL & BTL activities and developed ATL, BTL & digital creatives/collaterals
- Innovative Store level customer engagement and Trade Marketing activities to drive sell out.
- Assignments of Sales Targets, Organization of Product Trainings, Tracking Competition activities and Market sensing.
- Brand & Retail visibility- In store & Out store Branding, POSM , Outdoor advertising, development of innovative retail visibility elements, etc
- Organizing Dealer meets, new product launches at store level,blitz activities, etc.
Zonal Marketing Head - West
Dish TV India Ltd (Essel Group)
12.2015 - 03.2018
- Developed and managed a wide range of marketing tools, including activations, branding, promotional materials, events and exhibitions & press meets. Defined and implemented product marketing collaterals, creative, publicity programs and analyses. Providing leadership and direction to marketing associates to guide the creation of marketing materials and ensure congruence with objectives.
- Planning & execution of:
- Annual marketing calendar, budgeting, planning and optimal utilization of budgets.
- ATL & BTL activities entailing print, radio, digital, outdoor, cinema, on-ground promotions, etc. as per the required norms customized to regional geography for West Zone – Maharashtra, Gujarat & Goa
- Strategic Planning and execution of Brand / Product launches through various ATL / BTL activities.
- Ensure optimum brand visibility and capture optimum market shares. Retail visibility through all medium… through POS, in-shop & on-shop branding, customized branding opportunities etc.
- Brand visibility at strong 15k Retail and Consumer Electronics Stores.
- Retail visibility including POS, inshop & outshop branding, customized branding opportunities etc.
- Organize various events and promotional campaigns & support branches in sponsorships, road shows, exhibitions etc.
- Rural Marketing Campaigns – Local Melas, Haat activity, Nukkad activity, Road shows, etc
- RWA (Housing societies) and Corporate Activities
- Institutional Tie ups & Cross promotions
- Onus to create permanent/ semi-permanent/strategic sites for tactical campaigns.
Marketing Manager - West
Samsung India Electronics Pvt Ltd
07.2011 - 08.2015
- Trade Marketing/Brand Management for Samsung India Electronics – Appliances, TV, Mobiles & Laptops though ATL, BTL and Digital Promotions and innovative retail Marketing.
- Trade Marketing: Driving trade engagement activities across distribution, direct sales channel including distributors, retailers and ensure high loyalty from the channel – Maharashtra, Gujarat, Goa
- Lead development of the Trade Marketing Strategy to achieve defined business objectives across all product categories
- Management and monitoring of Trade Marketing Investments and initiatives execution.
- Develop new promotions for driving sales as well as execution of regular promotion programs
- Contemplating ATL & BTL activities including displays, windows, POP& design of retail outlets for visual merchandising in order to maintain high-end store Image
- Liaising &Allocating budget to various modes of Media like press ads, Radio Ads, TVC ads, outdoor advertising (hoardings, gantries, kiosks, shelters, etc.),Cinema Advertisements, exhibitions & sponsorships, road shows, Market storming, Mall activities, & other ATL & BTL activities.
- Monitor competitor activities on a periodic basis to develop trade engagement activities
- Developing and manage vendors for signage, merchandising equipment etc.
- Identifying target audiences, planning marketing activities to achieve volume estimations for all Categories.
- Executing promotions and trade schemes & driving volumes with Branding, Advertising & Promotion Management activities towards facilitating maximum brand visibility.
- Coordinating with internal teams for all marketing Initiatives and new product launches
- Ensure a competitive benchmark pricing mechanism in tune with the sensitivities of different markets.
- Tracking competitor’s moves, gathering market feedback and helping determine appropriate positioning and features to gain competitive advantage in the targeted segment.
- Contribute to new product launches, POS development including identifying opportunities, estimating potential, propose and execute the launch plan, Contribute timely and effective execution of marketing projects and map their performance.
- Provide direction to execute promotions/launches in sync with regional characteristics to the sales team.
- Design & manage corporate communication, brand image building and product awareness campaigns, for traditional sales channels.
Education
MBA - Marketing & Finance
IIMT
Pune01-2007
PGDBM - Marketing
Pune University
01-2007
BBA - Marketing
Burdwan University
West Bengal01-2005
Skills
Marketing Management & Advertising- ATL/BTL/Digital
Retail Marketing
Trade Marketing
Digital Marketing
Brand awareness & Visibility
Shopper Marketing
Brand Management & Strategy
Designing, Development and execution of Channel Exclusive Marketing campaigns
Media Planning & Buying
Product Marketing & Launches
Event management
Strategic Alliances
Developing Differentiated sell out programs
Certification
Corporate Communications & Integrated Marketing” from Narsee Monjee Institute of Management Studies (NMIMS).
Key Achievements
Awarded with “Achiever of the Month” Award as a Regional Marketing Manager eight consecutive times in a row in 2018-2019 (LG Electronics), Best Regional Marketing Manager Award 2019 (LG Electronics), Awarded with “Dish Excellence” Award by CEO & CMO of the Company for Best Zonal Marketing Head in 2017 (Dish TV India), “Innovative Marketer” in year 2013-2014 (Samsung India Electronics), Honoured with “Whirlpool Cheers Award” in 2010-2011
Initial Career Glimpse
- Whirlpool of India, Pune as Senior Executive–Trade Marketing (Rest of Mah& Goa) from March 2010 to June 2011
- Kinetic Motor Co. Ltd., Pune (Kinetic HO) as Senior Officer- PAN India Marketing from Dec 2006 to Feb 2010
Timeline
DGM & Head of Marketing, Corporate Retail Marketing
LG Electronics
01.2020 - Current
Regional Marketing Manager
LG Electronics
03.2018 - 12.2019
Zonal Marketing Head - West
Dish TV India Ltd (Essel Group)
12.2015 - 03.2018
Marketing Manager - West
Samsung India Electronics Pvt Ltd
07.2011 - 08.2015
MBA - Marketing & Finance
IIMT
PGDBM - Marketing
Pune University
BBA - Marketing
Burdwan University