PRADEEP REYYA

• As the Head of Media Planning for both Above the Line (ATL) and Below the Line (BTL) activities, my role is crucial in developing and executing comprehensive media strategies to effectively reach our target audience and achieve our marketing objectives. Your responsibilities will include
• Developing integrated media plans that encompass both ATL and BTL channels to maximize brand visibility and engagement.
• Collaborating with internal teams and external partners to understand campaign objectives, target audience, and budget constraints.
• Conducting market research and analysis to identify key trends, opportunities, and consumer insights that will inform media planning decisions.
• Overseeing the implementation of media plans across various channels, including traditional (TV, radio, print) and digital (social media, online advertising).
• Monitoring and optimizing media performance to ensure campaigns are delivering on KPIs and objectives.
• Managing relationships with media vendors, negotiating rates, and securing optimal placements for our campaigns.
• Staying up-to-date on industry trends, emerging technologies, and best practices in media planning to drive innovation and efficiency.
• Proficient in managing the creation and processing of purchase orders and purchase requests.

• Managed the West region for Reliance Digital, overseeing 500+ My JIO Stores.
• Planned and executed all store activities, ensuring footfall targets were met for each assigned area.
• Proposed monthly plans, submitting them by mid-month, and provided outcome reports and learnings for approved activities.
• Led and managed initiatives for new store openings, ensuring timely implementation of visual merchandising (VM).
• Coordinated with vendors and store personnel to oversee in-store VMs and activities, maintaining store hygiene.
• Raised Purchase Requisitions (PR) and Purchase Orders (PO) in a timely manner.
• Aligned marketing activities with corporate objectives by coordinating marketing, sales, and IT processes.
• Secured sponsorships with related and partnering entities to enhance marketing objectives.
• Developed insights on marketing campaigns to assess performance against goals.
• Boosted customer satisfaction ratings, increased client retention, grew market share, and decreased lag time by implementing process improvements.
• Implemented new product line launches through strategic advertising projects, marketing tactics, and social media alliances.
• Managed centralized marketing resources for the entire area.

• Managed Pan India Mall Stores and standalone stores in Mumbai, overseeing all aspects of in-store branding and visual merchandising (VM) elements for store launches.
• Developed and executed marketing strategies for regional stores to drive sales and enhance brand presence.
• Led end-to-end exhibition management for the brand, successfully driving sales and brand awareness.
• Conducted innovative Below-the-Line (BTL) activities to engage customers and boost sales.
• Planned and executed comprehensive media strategies, including Out-of-Home (OOH) advertising and TV commercial (TVC) shoots.
• Managed budgeting processes to ensure efficient allocation of resources for various marketing initiatives.

• Developed and executed Above-the-Line (ATL) campaigns in alignment with the promotions calendar.
• Designed and implemented local event calendars and promotions, tailoring events to local markets.
• Executed national campaigns, ensuring consistent brand messaging across all regions.
• Introduced new marketing campaign concepts to drive brand engagement and sales.
• Conducted competition mapping and catchment analysis to refine marketing strategies.
• Managed public relations (PR) activities and collaborated with creative agencies to produce compelling content.
• Coordinated Space on Rent (SOR) activities to generate additional income for stores.
• Secured Space on Hire (SOH) deals to generate revenue for the company.
• Worked closely with the in-store advertising department to optimize promotional efforts.
• Sourced promotional gifts from brands for store use, enhancing customer engagement during promotions.
• Established partnerships with different brands as part of the loyalty program.
• Conducted customer dipstick surveys after every promotion and offer to gather feedback.
• Categorized promotions into types such as festival promotions and cash memo promotions for better targeting.
• Oversaw photo shoots for magazine features to maintain high-quality brand representation.
• Developed innovative and targeted collateral to support overall branding objectives.
• Built and strengthened strategic relationships with vendors and advertising agencies to enhance marketing efforts.

· Coordinate with category department for inputs in the campaign.

• Involved in various other activities like – Competitor Mapping, maintaining database, footfall tracking
• Communicate campaign details to internal team.
• Planning of various promotions as per the Marketing Calendar & assist in execution of the same at Store level
• Coordinating with various Vendors & ensuring timely dispatch of marketing collaterals
• Responsible for all BTL activities & media planning of all ATL activities & assisting in finalizing the marketing budgets / plans
• Get creative done by graphics team for newspaper ads and for branding.
• Planning & execution of various promotion.
• New store launch marketing planning for same.
• Experience in conceptualizing and managing photo shoots of products.

E-commerce Website Management & Social Media Marketing:

• Apart from offline Houseful store I am also handling the Online Houseful store. I was in core team for launching website.
• Responsible for monthly product and brand photo shoots.
• Keep site vibrant from creative / merchandising stand point.
• Launched and managing Online Loyalty program – Email / SMS marketing
• Digital Marketing strategy, media planning, implementation, communication development campaign management operational response management.

Visual Merchandising and mall branding:

• Through visual Merchandising I am trying to show my merchandise in most interesting, appealing and seductive way as Housefull is furniture and home décor store.
• I am responsible for internal display execution & maintenance of principal focal points.
• I have to supervise installation of marketing and event promotions. My marketing communication and the store VM needs to be in sync.
• I am responsible to make the look and feel of store in sync with brand image.
• Developed innovative and targeted collateral to support overall branding objectives.
• Created company brand messaging, collateral materials, customer events, promotional strategies and product commercialization.

• Handling Activation team.
• Taking care of BTL activities including operational work.
• Meeting with clients for requirements of events.
• Taking care of timely dispatch of material as per promotion.
• Executing promotion/event.
• Permission from police and other required for promotion.
• Taking care of brand visibility.
• Payments follow ups.
• Making new clients.
• Handled HPCL for One year for all their promotions and Events.
• Established and optimized schedules to keep coverage and service in line with forecasted demands.