Google Analytics (other independent tools)
Ramya Narayanan
Integrated/ Digital Marketing Specialist
Mumbai
Summary
Integrated Marketing leader with 15+ years of experience, specializing in digital marketing. Overseeing marketing campaigns for products and/or brands, detailing strategies, and planning key projects for driven clientele. Experienced in managing all stages of campaigns, deepening partnerships and boosting sales with creative and proactive approaches. Expertise includes market research, plan optimization and content development. Results-oriented and collaborative professional bringing expertise in brand management and digital / social marketing. Detail-oriented, attentive and decisive leader.
Overview
16
16
years of professional experience
5
5
years of post-secondary education
Work History
Planning Director & Digital Integration Lead
McCann WorldGroup, CURRENT Group
02.2020 - Current
- Heading both strategic and planning – covering both mainline and digital for clients
- Beginning from strategic brand building to tactical executional and performance focused
- Leading the formation of and running digital team for Mumbai McCann – team spanning strategy, client servicing, creatives, media, analytics and ORM
- Managing both internal accounts & digital business pitches – both from a long-term strategic planning and short-term executional front
- Formulating partnerships with relevant ecommerce retailing, media, creative automation, gamification service providers both internal and external to amplify client performance and digital transformation
- Heading planning and strategic initiatives: periodic category, trend reports that leverage both qualitative and quantitative data sourced from tools (listening/search/surveys etc.) and/or research for facilitate strategic conversations and/or action
- Lead research to combine both traditional research methods and data led tools to arrive at either consumer/market insights, and/or for performance impact
- Actively managing planning on integrated accounts like Jio-bp, Lupin (Aptivate), Asian Paints Play & Adhesives, IIFL, Bajaj Electricals, Pears, Wacoal, Emami H&T, Accu-chek, Vedanta & other independent digital projects.
AVP
PAST Indigo Consulting, Leo Burnett
03.2016 - 01.2020
- Actively and individually leading pitch presentations and existing client portfolios of brands like Ariel, Fox Star India, Emami, Reliance Jio, Tata Capital, General Mills(Pillsbury/Haagen Dasz/Nature Valley/Betty Crocker), Danone India, IDFC Mutual Fund and more
- Directing & conducting the analysis of multi-source research, unearthing of compelling insights & crafting of creative briefs
- Collaborating with integrated teams from original brief through strategy, ideation, tactics and execution (providing input throughout the creative process)
- Support (targeted and significant) new business opportunities and RFPs in the consumer brand arena
Sr. Creative Partner
Creativeland Asia
04.2014 - 03.2016
- Lead the planning initiatives for Indian Express, Emami’s SHE, MTS, Narendra Modi, Dominos India, Café Coffee Day, Godrej Aer and Parle Agro
- Led the following projects:
- Developed and launched integrated social marketing and digital campaigns
- Performed ongoing customer/market research and demographic profiling to identify and capitalize on unmet market needs ahead of the curve
- Website strategy, & product launches (positioning & communication planning), and Ongoing presence
- Drive consumer & brand insight into new business process
- Presenting consumer & brand POV in new business pitches
Associate Planning Director
Interface Communications
Mumbai
03.2012 - 10.2013
- Led the agency’s Digital Planning initiative from brand planning, research, media planning to analytics
- Led brand positioning and brand strategy projects for client & agency teams
- Led the launch of the agency’s benchmarking tool – BrandBuzz Index – and helped bag our first beta client Pepsi via project research
- Create relevant customer insights and identify brand opportunities across key channels for clients
- Optimizing impact of customer insights in creative/media/program development process by partnering with cross functional teams
- Drive consumer & brand insight into new business process
- Presenting consumer & brand POV in new business pitches
- Leverage category benchmarking tools like BBI, and not only help clients benchmark themselves against their peers but also helping them understand the context behind the numbers.
Social Media Account Supervisor/ Social Media Strategist
Social Wavelength
07.2011 - 02.2012
- Launched & executed strategies for brands from NIVEA INDIA to Mahindra FES, Club Mahindra & Jiyo Life
- Accessed web portals to transform previously archaic intranet into a dynamic website improving communication flow and adding an effective sales tool for field reps.
Social Media Campaign Strategist
Govandi
Mumbai
01.2010 - 07.2011
- Create social media strategies for internal and external clients
- Oversee and periodically access strategies for internal clients
- Developed and launched integrated social marketing campaigns
- Identified opportunities, researched new product possibilities, collaborated with client marketing team and generated a social media campaign that seamlessly integrated into the brand’s marketing mix.
COPYWRITER
EQUUS RED CELL COMMUNICATIONS
Mumbai
12.2008 - 04.2009
COPYWRITER
BLANK SLATE COMMUNICATIONS
MUMBAI
07.2008 - 11.2008
NOITSEUQ COMMUNICATION SOLUTIONS
05.2008 - 06.2008
VISUALISER
AMO PERCEPT COMMUNICATIONS, PAREL
MUMBAI
01.2005 - 01.2006
VISUALISER
Brainwave Pvt. Ltd
Mumbai
01.2005
Visualiser
Technowaves Pvt.Ltd
Mumbai
01.2003 - 01.2004
Junior Visualiser
Touche Communications Pvt. Ltd
Mumbai
01.2002 - 01.2003
Education
BFA - Commercial Art
L.S.Raheja School of Art
01.1998 - 01.2001
SYBA - Sociology & History
University of Mumbai
Diploma - Advertising & PR
Welingkar Institute of Management
01.2001 - 01.2003
HSC - Science& Commerce, Arts
S.I.E.S College of Arts
SSC - undefined
Auxilium Convent High School
Skills
Analytical and Critical Thinking
Software
Konnect Insights Listening Tools
GWI
Search Keyword Research (using Moz etc)
Social Analytics (cross platforms)
Euromonitor Passport
Survey Tools (Qualtrics / Typeform etc)
Timeline
Planning Director & Digital Integration Lead
McCann WorldGroup, CURRENT Group
02.2020 - Current
AVP
PAST Indigo Consulting, Leo Burnett
03.2016 - 01.2020
Sr. Creative Partner
Creativeland Asia
04.2014 - 03.2016
Associate Planning Director
Interface Communications
03.2012 - 10.2013
Social Media Account Supervisor/ Social Media Strategist
Social Wavelength
07.2011 - 02.2012
Social Media Campaign Strategist
Govandi
01.2010 - 07.2011
COPYWRITER
EQUUS RED CELL COMMUNICATIONS
12.2008 - 04.2009
COPYWRITER
BLANK SLATE COMMUNICATIONS
07.2008 - 11.2008
NOITSEUQ COMMUNICATION SOLUTIONS
05.2008 - 06.2008
VISUALISER
AMO PERCEPT COMMUNICATIONS, PAREL
01.2005 - 01.2006
VISUALISER
Brainwave Pvt. Ltd
01.2005
Visualiser
Technowaves Pvt.Ltd
01.2003 - 01.2004
Junior Visualiser
Touche Communications Pvt. Ltd
01.2002 - 01.2003
Diploma - Advertising & PR
Welingkar Institute of Management
01.2001 - 01.2003
BFA - Commercial Art
L.S.Raheja School of Art
01.1998 - 01.2001
SYBA - Sociology & History
University of Mumbai
HSC - Science& Commerce, Arts
S.I.E.S College of Arts
SSC - undefined
Auxilium Convent High School
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