Richa Agarwal
Gurgaon
Summary
Career spanning over 14 years of experience across Digital Marketing Functions; understanding the needs of the business and identifying opportunities that will allow a business to meet those strategic goals Brand Building: Formulated digital marketing strategies, designed appropriate image building solutions and defined media strategies for Mother Dairy & Emami. Integrated Strategy (Brand + Performance): Led Lenovo’s ₹30+ crore annual media plan, seamlessly integrating branding and performance planning. Executed seasonal branding campaigns and product launches while optimizing paid channels for maximum ROI. Increased sales by 30%. Automotive & Luxury Growth Strategies: Adopted emerging marketing platforms, AI- bidding at BMW, driving high-volume leads, exceeding industry benchmarks, enhancing efficiency, and reducing CPA by 50%. Performance Marketing: Delivered high-ROI paid media campaigns for Airtel, driving efficient customer acquisition and engagement through data-driven paid search and social strategies. Identified, tested, and optimized the best-performing channels to maximize revenue and minimize CPA Political & High-Impact Campaigns: Played a key role in the Indian National Congress’ ₹100 crore media campaign, contributing to strategy, planning, and execution across digital and traditional media.
Overview
15
15
years of professional experience
Work History
Director, Media Planning
Interactive Avenues (IPG Mediabrands)
01.2022 - Current
- Lead brand and media strategy for FMCG and luxury segments
- Build brand evangelists through influencer advocacy for Mother Dairy
- Manage and optimise multi crores media budgets
- Mentors team members, in addition to being able to help manage their projects on a day-to-day basis and motivate them to push their thinking to the next level through a visionary approach to their problems
- Build and maintain strong, long-lasting relationships with key clients, ensuring high levels of client satisfaction and retention
- Brands: India National Congress, Emami, Mother Dairy, BMW
Associate Director, Performance Marketing
Performics.resultrix
03.2019 - 12.2021
- Company Overview: Part of Publicis Groupe
- Managed and executed media plans for tech and telecom segments
- Integrated branding and performance for maximum impact for seasonal campaigns
- Optimised ROAS by identifying and testing best channels to drive user growth and revenue
- Tracked channel-level performance and oversaw full-funnel digital campaigns across Google, Meta (Facebook), Amazon and LinkedIn
- Collaborated with cross-functional teams to ensure seamless workflow and coordination
- Part of Publicis Groupe
- Brands (Lenovo, Airtel)
Group Head, Performance Marketing
Interactive Avenues (IPG Mediabrands)
09.2015 - 02.2019
- Developed plans to drive sales volume across digital assets of Domino’s to meet defined revenue targets
- Grew mobile contribution to sales via mobile app and mobile web for Domino's by 20% in the first year
- Developed and executed strategies to maintain brand presence on search across categories for brands under Reckitt Benckiser
- Captured real time moments to increase association of brand with the category
- Managed budgets and executed campaigns across various OLX categories on Google and Meta, ensuring optimal spend allocation while maintaining key performance metrics like CPA, ROAS, and CTR
SEM Manager
SmartSign Designs Pvt. Ltd
12.2010 - 09.2015
- Company Overview: Part of SmartSign, Brooklyn, NY
- Oversaw growth via search for the company’s 60+ websites
- Brought ROI efficiency across PPC channels for web and mobile platforms in the US
- Built and grew a team of SEM analysts
- Increased PPC revenue share in the company’s overall revenue stream by 3X over two and a half years, with a steady increment thereafter
- Part of SmartSign, Brooklyn, NY
Analytics and AdSense Executive
Cardekho.com
12.2009 - 11.2010
- Managed ad campaigns on company’s high performing flagship website- cardekho.com
- Drove engagement on Facebook and other social media for brand discovery and reach
Skills
- Strategic Media Planning
- Performance Marketing
- Client Relationship Management
- Problem Solving
Awards
- Digital Market Asia India's Top Digital Planner of the Year, 2018
- IAMAI Gold for Dettol Weather Campaign, 2017
- Maddies Gold for Best Use of Mobile – Beauty 2023 – Fair & Handsome
- GOLD at E4M’s IDMA 2023 - Emami Mantra Masala’s #TryMantra Influencer campaign
- GOLD at E4M’s IDMA 2024 – Mother Dairy Hyper Local Campaign
Timeline
Director, Media Planning
Interactive Avenues (IPG Mediabrands)
01.2022 - Current
Associate Director, Performance Marketing
Performics.resultrix
03.2019 - 12.2021
Group Head, Performance Marketing
Interactive Avenues (IPG Mediabrands)
09.2015 - 02.2019
SEM Manager
SmartSign Designs Pvt. Ltd
12.2010 - 09.2015
Analytics and AdSense Executive
Cardekho.com
12.2009 - 11.2010
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