Kunal Mukherjee

Ikonz is a GenAI startup revolutionizing the video personalization space. With proprietary ML algorithms Ikonz can convert any video into personalized content in multiple languages.

Core responsibilities:

• Educate brands on GenAI and personalization
• Lead the revenue team for monetization of the GenAI platform
• Marketing strategy for improve brand salience
• Advertising revenue planning for increased Ad Sales
• Data analytics for improved efficiency of media buying

Key achievements:

• Created a $2Mn pipeline of brand campaigns pre-launch

Kool Kanya is an ed-tech platform for women wanting a better work life balance teaching skills that are not part of a traditional classroom. Courses range from Digital Marketing, Photography to Finance.

Core responsibilities:

• Impact business to move from a loss making to a breakeven and eventually a profitable company
• Revisit the courses, launch new courses and improve delivery of courses to impact customer satisfaction and NPS
• Marketing strategy to lower COA and improve LTV
• Improve customer service to increase LTV
• Team development and mentoring
• Goal setting, planning and tracking of key KPIs to achieve objectives

Key achievements:

• Increase net learners per year from 1200 to 4250
• Took net revenue from a negative INR 8L per month to a breakeven in 18 months
• Launched the finance course priced at INR 6K which led to a 40% growth in customer base and was priced 3X higher than the annual consume all pass
• Launched a new branded content vertical and executed multiple campaigns to earn revenue from women focused businesses
• Cultivated company-wide culture of innovation and collaboration
• Reduced COA by 40% by focusing on opportunities beyond performance marketing and including influencers as brand advocates

MomsKnowBest creates measurable impact for brands in the digital space leveraging influencers.

Core responsibilities:

• Launch a influencer company in the middle of COVID and generate revenues
• Create alliances with influencers across Instagram and YouTube
• Work with brands to ideate and implement brand campaigns with influencers
• Establish goals, plans, related metrics & SLAs, track progress, and manage through obstacles to achieve objectives
• Utilize BI tools to extract meaningful insights, measure campaign effectiveness

Key achievements:

• Executed over 28 campaigns in 12 months with a revenue profile of over $240K
• Worked with 95% of Kids and Youth brands in India ranging from Mondelez to Mattel
• Created a network of over 600 Mom influencers and over 20 kid influencers with a total reach of over 30Mn kids online
• All campaigns were executed as per the global Coppa and GDPR-K compliant standards
• Created the first virtual pop-up for niche brands focused on the kids and mom space and generated over INR 30lacs of revenue in 3 days

As a youth-first company, TotallyAwesome’s role is to champion the needs, desires, and aspirations of youths. Past success has shown that creating a safe, inspiring, and fun digital world for youths to grow up in happens to be also in the interests of brands. Outside Asia Pacific the company is now owned by Epic Games.

Core responsibilities:

• Launch the TotallyAwesome brand in India
• Lobby government bodies, FICCI and the advertising council for introduction of the data privacy law in India
• Marketing strategy for improve brand salience and revenue generation through the Ad Network
• Advertising revenue planning for increased Ad Sales
• Data analytics for improved efficiency of campaign delivery
• Brand alliances for business growth
  

Key achievements:

• Despite the privacy bill not being introduced in India delivered Delivered $4Mn revenue run rate in year 2 with a 40% margin in business
• Worked with the top 25 youth companies in India
• Pivot the business to additionally include influencer and branded content campaigns
• Created alliances with the Top 10 youth publishers in India for inventory supply to the Ad Network

K&U is a premium apparel brand for kids, known for its innovative style and is available across e-commerce platforms ranging from Amazon to Myntra in India, UK and the US.

Core responsibilities:

• Ecommerce content optimization for higher ratings
• Marketing strategy for improve brand salience
• Establish goals, plans, related metrics & SLAs, track progress, and manage through obstacles to achieve objectives.
• Utilize BI tools to extract meaningful insights, measure campaign effectiveness and optimize performance to inform decision-making processes
• Cultivate strong relationships, manage reporting and business reviews with key partners to foster collaboration on marketing plans and initiatives.
• Increase and launch in the US market and look for funding or outright sale of the business

Key achievements:

• Revenue growth from $0.75Mn to $1.4Mn in 12 months
• Brand launch in USA and UK through Amazon
• Increase in user rating from 3.5 to 4.5 through better cataloging and SEO
• Sale of brand to a private investor at 7X multiple of profit

India's first companion robot, Miko, is a child’s best friend. As a learning and emotional needs platform, Miko has a vast pool of knowledge and delivers it in a fun and engaging manner to kids.

Core responsibilities:
Tech and content teams at Emotix needed a template to help with structuring content in a manner to increase robot-child interaction time from 7mins to 20mins per day for kids 2-5, 6-9, 10-13.

Focus was to create a decision tree that maps all content possibilities by audience by day by week for 12 months which works as the core input to the ML algorithm to structure and serve content.

Key achievements:
Through research and consumer feedback a 5 pillar approach to conversations was crated:

Conversation times were seen to progress in the following manner from an earlier 6 mins a day to:

• 11 mins in the first 3 months
• 16 mins in the 3 to 6-month period
• 27 mins in the first year

Disney Interactive is an digital arm of the Walt Disney company and manages and monetizes all content assets including mobile and video game, TV content ranging from movies to series, e-books and other interactive media.

Core responsibilities:

• Manage and grow a $20Mn revenue company
• Establish goals, plans, related metrics & SLAs, track progress, and manage through obstacles to achieve objectives
• Content strategy planning for creation, adaptation and monetization of all digital assets
• Marketing strategy for improve brand salience of Disney IP within the digital space
• Manage the challenge of consumers migrating from feature phones to smart phone
• Launch of new Gaming IP - product development, user acquisition, retention and retargeting
• Creation of new digital assets from the existing publishing library of Disney
• Licensing for IP to 3rd party platforms
• Utilize BI tools to extract meaningful insights, measure campaign effectiveness and optimize performance to inform decision-making processes

Key achievements:

• Increase in revenue by over 17% YoY reaching $28Mn in year 3
• Launch of Disney's first in-house cricket game, ICC Pro Cricket 2015 (licensed from ICC) which grossed over $400,000 within first 6 months of launch
• Launch of multiple mobile first games based on Bollywood IP ranging from Chennai express to Dev D with over 5Mn downloads within the first 30 days
• Creation of Disney's first publishing assets globally wherein ebooks were made into 2D animation stories
• Pre-embedding of over 50 games on feature phones reaching over 135Mn Indians

Core responsibilities:

• Make UTV Movie channels competitive as a network
• Establish goals, plans, related metrics & SLAs, track progress, and manage through obstacles to achieve objectives
• FPC planning & content optimization for higher ratings
• Marketing strategy for improve brand salience
• Advertising revenue planning for increased Ad Sales
• Content Acquisition worth over $90Mn across the network
• Content syndication to improve yield from owned content
• Utilize BI tools to extract meaningful insights, measure campaign effectiveness and optimize performance to inform decision-making processes

Key achievements:

• UTV Movie channel network GRPs doubled from 30 to 60
• With only a 4 member team UTV movie network was the most profitable amongst the UTV set of channels
• 28% savings in distribution spends without loss in ratings
• UTV Action, a pioneer in showcasing dubbed content from Hollywood and the South became an industry case study with the strategy being replicated by all key players
• Was identified as a key member of the leadership team and had a lock-in 3 year incentive based contract
• Generated over $12Mn from content syndication to other TV, DTH and digital platforms

UTV Network comprised of:

• Kids channel - Hungama
• Youth channel - UTV bindass
• Movie channels - UTV Movies, UTV Action, World Movies

• Core responsibilities:
  Marketing strategy & planning for gaining leadership in the kids, youth space & improved brand salience of the Network
• Launch marketing for new TV shows and movie premiere's
• Distribution planning for the UTV Network
• Customer lifecycle planning and management from a distribution standpoint
• Utilize BI tools to extract meaningful insights, measure campaign effectiveness and optimize performance to inform decision-making processes
  

Key achievements:

• Hungama became the No 1 beating Cartoon Network
• UTV bindass beat MTV for the first time in India
• Launched India's most successful youth show, Emotional Atyachaar with highest reach & ratings in the youth space
• Successfully re-branded and relaunched bindass movies as UTV Action
• Launched of UTV Stars, a Bollywood content channel
• Saw a 50% increase in awareness within trade through brand activities like Sky Diving, F1 racing etc
• Won the best Youth Marketer award in 2011

ZoOm TV is India's leading Bollywood content channel and a part of the Times TV Network comprising of News and Niche Entertainment channels

Core responsibilities:

• Distribution strategy for Times TV Network
• Support CEO's office for business planning
• Brand Marketing initiative to improve salience of ZoOm TV
• Advertising revenue planning for increased Ad Sales
• Data analytics for improved efficiency of media buying
• Content planning for increasing show and channel ratings
• Customer lifecycle management
• Utilize BI tools to extract meaningful insights, measure campaign effectiveness and optimize performance to inform decision-making processes

Key achievements:

• Top performing manager in ZoOm for 3 years
• Elevated to Head Marketing in year 3
• Distribution strategy impact:
• Times Now taking leadership in the news space
• 35% reduction in distribution spends by ZoOM without impacting viewership
• Raised $15Mn from Merrill Lynch to expand reach of Bollywood content to international markets

Set up in 1998, TAM has been a central intelligence unit for Audience Behavior, Brand and Market Insights for all TV, Print, Radio, Digital mediums.

Core responsibilities:

• BI software sales
• Content Optimization for higher ratings
• Marketing strategy for improve brand salience
• Advertising revenue planning for increased Ad Sales
• Data analytics for improved efficiency of media buying
• Special consulting projects for business growth

Key achievements:

• Doubling of revenue: $2.5Mn to $4.8Mn in 3 years
• Content strategy making Sony TV India's No 1 GEC
• 30% growth in ETV groups GRPs (tv ratings)

Key clients were:

• TV - Sony Network, ETV, BBC
• FMCG - Reckitt Benckiser

• Topper of Media Management course at MICA, 2002-2004
• 3.45 GPA/CGPA
• Professor Nirmal Goswami Award for Advertising Excellence, 2002
• Recipient of Centre for Media Studies Award, 2004
• Recipient of Thesis of the Year, 2004 for Data Fusion Algorithms