Nikita Pethkar
Mumbai
Summary
Seasoned marketing professional with 10+ years of experience across FMCG, Automobiles, Dairy, Consumer Durables and BFSI. Nominee for "Best Media Innovation" at "Cannes Lions International Festival for Creativity 2023".
Overview
11
11
years of professional experience
Work History
Media Lead
Unity Small Finance Bank
Mumbai
07.2023 - Current
- Responsible for identifying the target audience for four different verticals of the bank.
- Led the 3-stage launch of the Unity Bank brand and its 24/7 mobile application: raised the brand awareness score by ~700 bps and consideration scores by ~200bps by FYE 2026
- Ideated the concept of separate city launches instead of branch launches: through mix of city focused films and multi-media
- Bank lead for media for its unique digital bank app "Roarbank": coordinating with the partner to maximize ROI
- Conceptualized and implemented an activation plan for bank's branching channel: helped achieve ~150 leads/ day/ branch
Director- Client Leadership
Mindshare, GROUP M
Mumbai
07.2021 - 06.2023
- Increased brand awareness for Kwality Walls by 1,200 bps over a period of 2 years. Pioneered a first-of-its-kind innovation using cinema multiplexes, winning awards at Emvies, Goa Fest, ICMA, and a nomination at Cannes 2023.
- Implemented an industry-first performance campaign in collaboration with Zomato and Blinkit through Meta, delivering an average ROAS of 2.2.
- Managed social media content and promotion strategy, leading to a ~135% increase in followers and a 300% increase in engagement.
- Launched a native ice cream brand in Kolkata increasing brand awareness and consideration score by 1300bps and 800 bps respectively
Client Lead- Media strategies and planning
Madison Communications
Mumbai
12.2018 - 07.2021
- Launched IDFC First Bank brand: increasing awareness by ~1100 bps and managed Bajaj Electricals: increasing brand awareness by 900 bps.
- Recommended and implemented the association of IDFC First with Kaun Banega Crorepati: turned out to be a game changer in all business and brand metrics.
- Led a team of three and handled business worth 120 Cr.
Media Manager
PHD Media, Omnicom Group
Mumbai
02.2018 - 11.2018
- Launched campaign for Cipla for their asthma pumps featuring Priyanka Chopra: raised brand awareness by 600 bps
- Did artist collaboration with Bollywood Music Project for launch of SKODA Rapid Festive edition; Sold 3000+ cars in 45 days
- Responsible for all BAU campaigns for SKODA managing a portfolio of ~70 Cr
Media Planning Manager
Madison Communications
Mumbai
06.2015 - 02.2018
- Media coordinator for key brands: Go Cheese, Gowardhan Ghee, Kopiko chocolates, the HBO network.
- Won the account for Kopiko chocolates and Bandhan Bank - leading to media revenue of ~100 crore for the agency.
- Worked extensively on consumer analysis and mapping using tools such as IRS, TGI, GWI, and reports from BCG, McKinsey to strategize effective media selection.
Executive, Business Development
Alchetron Technologies
07.2014 - 05.2015
- Managed website and social media accounts for the start-up: growing their X account to 1 Lakh followers
Education
MASTERS OF BUSINESS ADMINISTRATION -
Jamnalal Bajaj IMS
01.2017
Bachelor of Engineering -
K.G.C.E
Karjat01.2011
Diploma of Engineering -
V.P.M’s Polytechnic
Thane01.2008
Skills
- Brand Strategy
- Social Media Strategy
- Market Research
- Influencer Collaboration
- Digital Marketing
- Content and Communication
Hobbies and Interests
- Trained Bharatnatyam Dancer
- Trained Vocalist, Hindustani Classical
- Love Reading (Fiction)
- Writing Blogs and Poetry
- Traveling
Languages
- English
- Hindi
- Marathi
Timeline
Media Lead
Unity Small Finance Bank
07.2023 - Current
Director- Client Leadership
Mindshare, GROUP M
07.2021 - 06.2023
Client Lead- Media strategies and planning
Madison Communications
12.2018 - 07.2021
Media Manager
PHD Media, Omnicom Group
02.2018 - 11.2018
Media Planning Manager
Madison Communications
06.2015 - 02.2018
Executive, Business Development
Alchetron Technologies
07.2014 - 05.2015
MASTERS OF BUSINESS ADMINISTRATION -
Jamnalal Bajaj IMS
Bachelor of Engineering -
K.G.C.E
Diploma of Engineering -
V.P.M’s Polytechnic
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