Mehul Vadodaria
Mumbai
Summary
With over 12 years of experience in digital and traditional media, I have successfully nurtured relationships across the entertainment, advertising, and content creator ecosystems. My journey includes leading the Talent Business vertical for India’s largest multi-channel network and casting for National Award-winning films.
I have a comprehensive understanding of the production and creative processes in digital, film, and television.
My expertise in personnel and project management fuels my passion for transforming innovative ideas into impactful IPs that entertain and inspire.
Overview
16
16
years of professional experience
Work History
AVP Branded Content
Animeta
Mumbai
02.2023 - Current
- Played a key role in developing Animeta Brandstar, a marketplace platform for influencer marketing.
- Onboarded 75 agencies, representing a cumulative 3000+ creators.
- Managed end-to-end campaign execution, from understanding briefs and selecting creators to devising marketing strategies and providing creative feedback on content.
- Successfully serviced brand deals, generating over 3.2Cr in revenue in 1 year.
- Expertise in delivering high-profile projects for esteemed clients such as Amazon Fashion, Godrej, McDonald's, BBQ Nation, Leh Lah, Pluckk, Malabar Gold & Diamonds, GEPL, Warner Music, and more.
- Led a team of 10, ensuring teamwork balance and delivering successful outcomes for each project.
Lead Brand Solutions
One Impression
Mumbai
08.2022 - 03.2023
- Solving end-to-end social influencer marketing requirements for enterprise accounts using a data-driven, full-funnel approach on the One Impression self-serve platform.
- Assisting clients with every step of the process, including discovery, shortlisting, ideation, pricing, delivery, campaign performance, optimization, and providing account and category insights.
- Collaborating with creator networks, pricing, engineering, and product teams to develop and improve the platform in response to market dynamics.
- Partnering with leading brands such as Plum Goodness, NH Narayana Hospital, AU Small Finance Bank, Denver Perfumes, and Setu Nutrition.
Lead Community Growth
Trell Experiences Pvt. Ltd
Mumbai
05.2021 - 08.2022
- Setting up, managing, and growing the creator community at Trell. This involved onboarding creators and supporting their growth within the Trell ecosystem through tailored content and strategic guidance. We also helped expand their captive audiences and facilitated monetization through social commerce and branded content.
Manager Creator Monetisation
Bytedance Technology Pvt Ltd
Mumbai
06.2020 - 02.2021
- Conceptualized, coordinated, and executed creator-led activities to scale up creator monetization. Collaborated across teams for optimal creator allocation and budget distribution, and strategized with brands on the creator selection process. Conducted post-campaign data analysis and participated in TCM (TikTok Creator Marketplace) beta testing and go-to-market (GTM) strategy. Partnered with cross-functional teams to develop and execute regional programs and initiatives, driving the adoption of key products and solutions. Provided creator monetization support for global campaigns in the EU, UK, MENAT, and SEA regions.
Vice President – Talent
Culture Machine Media Pvt Ltd
08.2013 - 06.2020
- MCN Development and Management: Contributed to creating the country's largest MCN by identifying, onboarding, and consulting over 120 content creators across genres like humor, music, and beauty on platforms such as YouTube, TikTok, and Instagram.
- A&R Role: Led concept development, storytelling, and delivery for video-led IPs on digital platforms. Managed and launched IP formats including "UnBlushed" with Kalki Koechlin, Shruti Haasan, Manoj Bajpai, and Nawazuddin Siddiqui, as well as branded initiatives like Kellogg’s "Nourish Your Dream" with Sania Mirza, and Vivel's Pink association with Amitabh Bachchan. Oversaw celebrity management and cost for brand collaborations.
- Affiliate Business Role: Led a team focused on affiliate business development in the auto sector, onboarding 11 creators and capturing 65% of the auto creator market. Also managed affiliate creators from regional markets including Bhadipa, Café Marathi, and Old Delhi Films.
Assistant Manager - Celebrity Business (CRBT)
Walt Disney India
Mumbai
12.2011 - 08.2013
- Generated new accounts by implementing effective networking and content marketing strategies. Assisted in strategy development and execution of boosting online presence of celebrities such as John Abraham and Priyanka Chopra. Negotiation and closing celebrities such as Sonam Kapoor, Farhan Akhtar, Ilena Dcruz, Parineeti Chopra, Virendra Sehwag, Yuvraj Singh amongst others for the VAS Business (Celebrity Voice Chats and Voice Blogs).
Assistant Manager – Public Relations
UTV Interactive
Mumbai
10.2010 - 12.2011
- Planned and promoted events by negotiating vendor contracts and designing promotional materials. Developed effective communication strategies for senior management spokespeople to engage target audiences.
Sr Media Executive
Ipurple PR
Mumbai
06.2008 - 10.2010
- Developed and executed communication strategies to effectively reach target audiences. Edited and distributed press releases and pitches to local and national media outlets, securing positive coverage in multiple publications. Managed personal PR for Bollywood celebrities including Sanjay Gupta, Sameera Reddy, Bipasha Basu, Shiney Ahuja, and Govinda, as well as luxury brands like Gatsby, Skoda, A. Lange & Söhne, and DBS Business Centres.
Education
Post Graduate Diploma in Public Relations -
EMDI Institute of Media & Communication
Mumbai, MHBachelor of Arts -
Wilson Community College
Mumbai, MHHSC -
Wilson College
Mumbai, MHSSC -
Bombay Cambridge High School
Mumbai, MHSkills
- Operations Management
- Partnership Development
- Media Relations
- Crisis Management
- Business Development
- Business Planning
- Operational management
- Schedule Management
- Revenue Generation
- Organizational Development
- Project Management
- Operational leadership
- Staff Management
- Strategic Planning
Languages
Gujarati
First Language
English
Proficient (C2)
C2
Marathi
Intermediate (B1)
B1
Hindi
Intermediate (B1)
B1
Accomplishments
- Onborded 75 agencies with 3000+ creators on Animeta Brandstar platform
- Increased average creator earning of 100+ creators from Rs.10,000 to Rs.55,000 per month in a span of 9 months at Trell
- Served as key contributing member to the "A Trip to Unicorn Island" Tour with YouTube Icon Lilly Singh in India. Got awarded "Hero of the Hour" from Culture Machine for this endeavor.
- Setting, communicating and maintaining timelines and priorities on every aspect of the "YouTube Fan Fest 2017"
- Served a key role in the 66th National Award-winning film project ‘Amoli’ by getting A lister celebrities like Vidya Balan, Kamal Haasan, Raj Kumar Rao, Nani, Late Puneet Rajkumar and Sachin Khadekar to provide the background voice to the film as a part of a social project.
Timeline
AVP Branded Content
Animeta
02.2023 - Current
Lead Brand Solutions
One Impression
08.2022 - 03.2023
Lead Community Growth
Trell Experiences Pvt. Ltd
05.2021 - 08.2022
Manager Creator Monetisation
Bytedance Technology Pvt Ltd
06.2020 - 02.2021
Vice President – Talent
Culture Machine Media Pvt Ltd
08.2013 - 06.2020
Assistant Manager - Celebrity Business (CRBT)
Walt Disney India
12.2011 - 08.2013
Assistant Manager – Public Relations
UTV Interactive
10.2010 - 12.2011
Sr Media Executive
Ipurple PR
06.2008 - 10.2010
Post Graduate Diploma in Public Relations -
EMDI Institute of Media & Communication
Bachelor of Arts -
Wilson Community College
HSC -
Wilson College
SSC -
Bombay Cambridge High School
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