Meghna Khandelwal
Seasoned Marketing Professional
Bangalore
Summary
Marketing & product management professional with ~17yrs of B2C experience. MBA in marketing from MICA Ahmedabad. Featured in Economic Times Brand Equity as one of the top 25 emerging marketing professionals in India in Oct 2018. Collaborative leader with dedication to partnering with coworkers to promote engaged, empowering work culture. Documented strengths in building and maintaining relationships with diverse range of stakeholders in dynamic, fast-paced settings.
Overview
16
16
years of professional experience
Work History
AVP Marketing
Aditya Birla Fashion & Retail
03.2022 - Current
- Be the brand custodian for Louis Philippe -Leading all marketing efforts for Louis Philippe across consumer touchpoints. Influence brand strategy and NPD
- Generate demand for Louis Philippe by creative compelling, consistent and relevant communication & messaging. 360 degree communication - Major campaigns - LP Jeans & Royal Wedding
- Media Planning and execution, Large media deals - Sponsorships ( IPL, World Cup) , Airports, Merchandise tie-ups. Manage an A& P budget of ~100cr + per yr
- Managing the Brand health track for the entire Madura Portfolio ( LP, VH, AS & PE) & other qualitative researches
- Drive footfalls to EBOs (500+) by effective BTL strategy of activation, festivals, Geo - Targeting, New Store Launces & Influencers
- Responsible for sales from Brand.com- Manage content and performance marketing. GSV of 85 cr per yr.
Independent Marketing Consultant
Unext - By Manipal
03.2021 - 08.2021
- Worked as a interim-CMO on the creation of the "UNext" - an online ed-Tech Platform by the prestigious Manipal Group. Worked directly with the CEO & Promoter for the group. This was a contractual project of 6 months for setting up their marketing team
- Other tasks undertaken - Appointment of Creative, media and research agencies, Creation of brand identity ( Logo, typeface, brand colors etc)
- Created launch campaign in a dynamic startup environment and delivered a TV, Print, Digital, content
- Created & executed media and digital strategy
Category and Marketing Head- Watches (Womens)
Titan Company Limited
03.2019 - 03.2020
- Managing the brand P & L and marketing for Titan Raga, Neo and Karisma which are collectively the Women's category for Titan Watches
- Category Management: Driving New Product Development, Portfolio Management and Pricing
- Product Management: New Product Penetration, In-stock Management, Channel level distribution, Channel product mix
- Research: Identifying strategic trends basis consumer research, competitor analysis and International trends
- Communication Development: Understanding consumer trends to create design led collections, create communication and marketing for them to reach consumers
- Digital first marketing: Drive alliances like Raga
- Masaba, liaising with bloggers, influencers, sponsorships, PR tie ups, events, product launches
- Deciding Product Display and Visual Merchandising for designated clusters
- Managing a team of brand & product managers
Marketing Head - Gold Category - Tanishq
Titan Company Limited
02.2017 - 03.2019
- Help deliver business results on Gold Category by owning consumer strategy, communication creation, media and research
- Content creation - Create TVCs, Digital Content, Social media calendar
- Manage media mix for campaigns (Both ATL & BTL), look for new ways to influence the consumer digitally and through mass media
- Full creative delivery which includes agency briefing, execution, etc
- Ensuring newness, wow and buzziness on campaigns
- Overall responsibility of the Wedding Sub Brand: Rivaah: Build Rivaah as a wedding jewellery sub brand of Tanishq
- Enhancing value perception and regional relevance for Rivaah Creative roll-out; media planning and execution; Digital and social media planning and execution; Content management and PR planning
- Marketing Research: Excellence in listening to customers using new methods of qualitative research Influencing design and merch calendar, trends watching Market and customer understanding
- Studies Undertaken: Needscope, Brand Purpose, Understanding South Markets, Usage and Acquisition
- Managing a team of brand managers
- Worked well in a team setting, providing support and guidance
Deputy General Manager: Marketing
Arvind Brands - Arrow (Arvind Lifestyle Brands Ltd)
05.2014 - 03.2017
- Leading all marketing and brand initiatives, media, research and PR for Arrow PAN India
- Drive awareness and consideration for brand Arrow by conceptualizing, creating and executing Integrated Marketing Communications for touch points covering: ATL, BTL, POS at Retail, product packaging, digital and social media and onground activations
- Create, manage and execute a 12-month marketing calendar for Arrow
- Conceptualization and execution of Seasonal (Autumn Winter & Spring Summer) campaigns/ Thematic campaigns working with Lowe Lintas, Maxus and Digital, Activation and PR agencies
- Lead the Digital First initiative at the Brand and execute campaigns using Influencer Marketing leveraging bloggers/ stylists ecosystem and digital platforms like Instagram, LinkedIn and Facebook
- Be the custodian of the Brand and monitor its presentation at all touchpoints, ensure consistency of brand presentation
- Keep the brand narrative alive by doing ongoing 'Always on' Digital campaigns for the Brand positioning-'The Bold New Professional'
- Lead the Brand Refresh initiative for Arrow, creating robust a brand guideline to ensure a consistent brand experience
- Manage all research initiatives at Arrow - Measuring Brand Health, U&A research, Communication testing and other ad hoc researches
- Liaison with various media houses, TV channels, Digital content creators and production houses to negotiate best deals for Arrow for production
Brand Manager
Vodafone India Limited
09.2010 - 01.2014
- Driving Brand awareness, and consideration for Vodafone by creating compelling brand messaging across touch points across TV, Print, Radio, On ground, and Digital
- Creative development: Creation of TV commercials and static imagery with Ogilvy and Mather
- National campaigns for Voice, customer retention, network and mobile money
- Media: Briefing media agency, creation and evaluation of media plans for TV, radio, print and cinema
- Research: Commissioning research to test communication effectiveness, impact of ads, concepts, products apart from conducting regular Brand Tracks
- On ground and BTL: Driving customer engagement on ground with thematic and contextual mall activations, tie ups with partner brands
- Large scale sponsorships and tie ups handled include Bigg Boss (2012) on Colors, Star of the Match IPL activation + IPL on-ground, Vodafone Mclaren Mercedes activation 2 yrs in a row, and brand partnerships with Airports, Café Coffee day and Big Cinemas nationally for 'Delights' activation
- Leading the mobile money brand for Vodafone: m pesa since inception in line with Global Brand Guidelines Creating logo, local brand guidelines, and all communication and saliency elements for national m pesa launch
- Creation of GTM plan for customers, trade engagement programs and BTL activation for customer acquisition
- Received the prestigious Global Hero Award in Sept 2011, for creating the Chhutta Recharge campaign
Assistant Manager- Retail Marketing-Van Heusen
Madura Garments (A Division of Aditya Birla Nuvo Ltd.)
01.2008 - 04.2010
- Conceptualizing and executing all Van Heusen's retail marketing initiatives: Designing a 12-month marketing calendar and implementing it across 100 EBO's
- Leading large focused marketing programs to acquire and retain customers, enhance usage, build loyalty
- New store launches: Hand-holding a store for 90 days from its launch with marketing support; ATL and BTL both
- Managing loyalty programs: Van Heusen Power Club and Diva Club: Deliver topline by increasing number of visitors, conversions and the ticket size
- Understanding and using loyalty program data to generate additional walk-ins and sales
- Launching Power Club and making it one of the most successful loyalty programs in the apparel retail segment
- Repeat purchases by Power Club members contribute to 11% of the total retail revenue of Van Heusen
- Moved the entire Power Club program to a technology platform to minimize any manual processes, hence leading to better customer service at stores
Education
PGPCM -
Mudra Institute of Communications, Ahmedabad
B. A. (Hons.) Psychology - undefined
International College for Girls, Rajasthan University
Skills
Performance Marketing
Social Media Marketing
Digital Marketing
Consumer Research
Brand Health Management
Media Mix creation
Influencer marketing
PR
People management
Category management
Pricing
New product development
Trend analysis
Category extensions
Channel & Retail marketing
CRM & Loyalty
Scaling Ecommerce Business
Brand Identity Creation
Campaign Creation
Consumer Listening & ORM
Team Collaboration
Personal Information
Date of Birth: 10/24/83
Timeline
AVP Marketing
Aditya Birla Fashion & Retail
03.2022 - Current
Independent Marketing Consultant
Unext - By Manipal
03.2021 - 08.2021
Category and Marketing Head- Watches (Womens)
Titan Company Limited
03.2019 - 03.2020
Marketing Head - Gold Category - Tanishq
Titan Company Limited
02.2017 - 03.2019
Deputy General Manager: Marketing
Arvind Brands - Arrow (Arvind Lifestyle Brands Ltd)
05.2014 - 03.2017
Brand Manager
Vodafone India Limited
09.2010 - 01.2014
Assistant Manager- Retail Marketing-Van Heusen
Madura Garments (A Division of Aditya Birla Nuvo Ltd.)
01.2008 - 04.2010
PGPCM -
Mudra Institute of Communications, Ahmedabad
B. A. (Hons.) Psychology - undefined
International College for Girls, Rajasthan University