Priyanka Arora
Media Planning
Mumbai
Summary
A highly capable marketing professional with 10+ years of experience, leading new initiatives to increase product awareness exponentially. Seeking to apply my media and brand building expertise towards excelling organizational growth and revenue goals, by blending creativity and strategy to action business first marketing solutions through a data driven approach.
Overview
11
11
years of professional experience
Work History
Senior Director – Business Lead
GroupM – Mindshare (Fulcrum)
02.2016 - Current
- Handled an annual media investment of 950+haircare as a strategic media advisor to Hindustan Unilever’s Premium Laundry and Hair Care categories
- Pioneered a media for growth approach which became the gold standard of planning for the agency
- Standardized the media X business thought process and, enhanced the planning process via automation, significantly reducing the time taken to optimize a media plan from 72 hours to 4 hours
- Structured and led the annual operations plan for 6 business portfolios, crafting a comprehensive media strategy with, emphasis on both platform choices and content customization
- Unlocked a media for growth strategy by deaveraging target audience groups basis the shift in media consumption patterns in conjunction with the K-curve in their brand choices
- Implemented a test and learn mechanism for a low involvement Laundry category through a structured data driven approach for analyzing the impact of media on business
- Enabled 800 basis points improvement in Comfort’s differentiation score by modelling a first of its kind weather based media targeting for its season launch
- 1.7X improvement in return on advertising spends of Laundry’s innovation portfolio through lower funnel performance deployment
- Accelerated 200 basis points growth in Glow & Lovely’s top of mind awareness through an overhaul of its media strategy, in sync with its marketing transition
- Brought 12% efficiency in cost per reach for Unilever in its Health Food Drink portfolio acquisition by, approaching media based on reach maximization strategy, instead of increasing ‘share of voice’
- Delivered 2% points increase in TOM and 14% points increase in brand penetration for Ice-cream and Ketchup category, respectively by, defining the right ‘source of growth’ to fortify priority markets and right-fund media choices
- Collaborated with 8 external stake-holders on a daily basis, in addition to the core business and media team, to build insights and bridge the operational challenges from planning to execution
- Established media best practices for internal and external stakeholders in South-East Asia region by independently forging partnerships to facilitate the exchange of media and marketing insights
Executive – Media Planner
Starcom
03.2015 - 01.2016
Management trainee – Media Planner
Stratagem Media Pvt. Ltd.
01.2013 - 01.2015
Education
PGDM (specialisation in Media Planning & Buying) - Media Planning
04.2001 -
BACHELOR OF MASS MEDIA - undefined
Skills
Budget Management & Strategy
Awards
- South Asia Young Business Leader of the Year, Campaign Asia, 2023
- Rising Star Award for Best Strategy Digital Performance & Social, Best Media Info, 2023
Timeline
Senior Director – Business Lead - GroupM – Mindshare (Fulcrum)
02.2016 - Current
Executive – Media Planner - Starcom
03.2015 - 01.2016
Management trainee – Media Planner - Stratagem Media Pvt. Ltd.
01.2013 - 01.2015
K.C. College - PGDM (specialisation in Media Planning & Buying), Media Planning
04.2001 -
Mumbai University - BACHELOR OF MASS MEDIA,
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