Summary
Overview
Work History
Education
Skills
Websites
Timeline
Generic
PARUL TANDON

PARUL TANDON

Gurugram

Summary

A result-oriented Digital and Brand strategy professional, with 13+ years of experience in managing luxury and mass brands across various sectors & geographies.

Overview

13
13
years of professional experience

Work History

Senior Manager – Digital and Marcom

Kohler India
11.2023 - Current
  • Crafting marketing communication strategies tailored to enhance luxury brand perception.
  • Developing a digital marketing strategy that includes consumer journeys and segmentation across onboarding, retention, and engagement pillars, omnichannel presence, digital media, as well as D2C creative strategy.
  • Media Management: Managing media budgets across various channels (television, digital, OOH, print) to meet KPIs of BSQ scores (27%) and TOMA (two-point increase in overall TOMA scores (24 -> 26), three-point uplift in Luxury TOMA (43 to 46) and a three-point uplift in Consideration Scores (57->60) in FY 2024)
  • Crafting compelling creative assets, including product and category key visuals, television commercials, digital creatives, social media campaigns, and brand IPs.
  • Retail Branding and Event Management: Developing and executing brand presence at Kohler’s retail stores. Also, managing the execution of tentpole events (for example, India Design).

Group Manager – Digital & Brand Marketing

Apollo Tyres
05.2018 - 05.2023
  • Led the Performance Marketing arm for brand and e-commerce portals: SEO, SEM, programmatic, social media, local SEO, affiliate, remarketing campaigns, CRM, digital activations, influencer activations, online reputation management, and analytics.
  • Optimizing consumer journeys and creating an ideal spend mix within channels (over a span of four years, 2019-2023, the brand underwent a 500% growth in website traffic and a 150% growth in brand search queries).
  • Responsible for launching the Brand e-commerce portal for the Passenger Vehicle segment with complete P&L responsibility – customer acquisition across channels (DMP, Affiliates, Search, DCO, Facebook), customer engagement (retention and growth), ROAS, and conversion rate optimization, consumer funnel optimization, consumer insights, and competition analysis. 10% market share of online tire sales in a span of 2 years.
  • APMEA SPOC for website management, CMS management, website analytics, content strategy, as well as backend product and asset management.
  • Brand Manager for the Passenger Vehicle segment (Car, SUV, and Two-wheeler) – Handled all ATL activations for the category, including television, print, radio, digital, OOH, and media planning. Managed a marketing budget of INR 200 crore annually.
  • Responsible for creating brand communication, including television commercials and digital films – handling creative, media, and digital agencies.
  • Developing go-to-market plans for a 360-degree launch of new products and services – defining the 4 P's, industry insights, competition analysis, and creating an ROI-based marketing strategy.
  • Brand launch of a luxury tyre, “Vredestein,” in India. Product Launch in India.|Brand and digital strategy.|Retail presence.|Social and digital content creation.|Luxury Marketing.

Consultant, Ad Cloud

Adobe Systems Pvt. Ltd.
01.2015 - 04.2018
  • Responsible for consulting APAC clients on digital marketing strategies, including search, display, social, video, and programmatic on Adobe Ad Cloud.
  • Handled clients across various verticals, ranging from insurance, e-commerce, media, and automotive, with monthly budgets of 80 lac to 1 crore.
  • Leading the DSP consulting team in India: Responsible for product enhancements, taking care of training needs for clients, and managing internal campaign management teams.

Assistant Manager

HT Media Ltd.
09.2014 - 01.2015
  • Monetizing ad inventory for HindustanTimes.com and other subsidiaries of HT Media.

Senior Business Analyst

Exponential Interactive Pvt. Ltd.
07.2012 - 09.2014
  • Manage online advertising campaigns for clients like Microsoft, Nokia, BMW, Ford, Unilever, Disney, Citibank, and obtain regular renewals (renewal rate of 80%, highest in a team of six people).

Education

MBA -

Delhi College of Engineering, Delhi Technological University
Delhi
01.2012

B.Tech -

Bharati Vidyapeeth College of Engineering. GGSIPU
01.2010

Class XII -

Apeejay School
Delhi
01.2006

Class X -

Apeejay School
Delhi
01.2004

Skills

  • Performance marketing (SEO, SEM, Meta, Google My Business, display, and programmatic)
  • E-commerce and growth
  • Analytics
  • Media Management (Digital, TV, Print, OOH)
  • CRM and customer loyalty
  • Social Media and Influencer management
  • Website management
  • Brand creatives and integrations
  • Brand Strategy
  • Event management
  • Product launches
  • Luxury marketing
  • Retail branding
  • Agency Management
  • PR
  • Internal communications

Timeline

Senior Manager – Digital and Marcom

Kohler India
11.2023 - Current

Group Manager – Digital & Brand Marketing

Apollo Tyres
05.2018 - 05.2023

Consultant, Ad Cloud

Adobe Systems Pvt. Ltd.
01.2015 - 04.2018

Assistant Manager

HT Media Ltd.
09.2014 - 01.2015

Senior Business Analyst

Exponential Interactive Pvt. Ltd.
07.2012 - 09.2014

MBA -

Delhi College of Engineering, Delhi Technological University

B.Tech -

Bharati Vidyapeeth College of Engineering. GGSIPU

Class XII -

Apeejay School

Class X -

Apeejay School

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