Rural ethnography and Regenerative Farming
Samit Mehrotra
Brand Specialist With Expertise In Cultural Insights
Mumbai
Summary
A Seasoned and curious branding professional with 24 years of experience. Has headed consulting practice and shaped India’s most celebrated brands. An enabler of branded and meaningful marketing. Counsels organizations, to see themselves in new ways. Goes beyond the obvious to diagnose the growth barrier and identify new cultural opportunities
Overview
25
25
years of professional experience
Work History
Senior Consultant
Futurebrands Consulting
06.2022 - Current
- Direction and guidance to the teams on the consulting projects
- Creation & launch of D2C brands for the parent company
- Spearheading humanization of digital brand ecosystem
- Mentorship and enculturation of the young talent into the Futurebrands way
Chief Communications Officer
Make A Difference ( MAD, A Youth Driven Social Organization)
11.2021 - 04.2022
- Lead and set up a brand centric way developing communications
- Scale the organization without losing its core essence
- Deep dive into organization culture and articulation of the cult called MAD
- Initiate and percolate the culture of recognizing the beneficiary and volunteers as Human beings
Senior Consultant
Futurebrands Consulting
10.2019 - 10.2021
- Set-up Rural Insights practice basis ethnography work in rural MP
- Leadership of consulting projects
- Strategy for successful brand relaunch and scaling of Lead, an ed-tech player working with schools
Sr. Vice President Consulting
Futurebrands Consulting
04.2017 - 09.2019
- Leadership of consulting assignments out of Mumbai office
- Strategy development for brands with Digital focus/ Zivame/ Upgrad
- Established the practice of consumer journeys and Cohort development for digitization of Reliance Capital
- Guidance to team developing strategy for Colgate revitalization
- Leadership of teams in an insights initiative called Bharat Darshan
Sr. VP & Head of Delhi Consulting Practice
Futurebrands Consulting
10.2012 - 04.2017
- Strategy leadership and collaboration with Leaders of other practices like Insights, Futuregroup brands & Brand Partnership
- Hired and managed talent
- Training and mentorship of strategists
- Identified opportunities to for new kind of consulting assignments/ SMEs/ educational startups/ ground up category understanding/ design projects
- Leadership role in defining brands like Sonata/ Enamor/ Lenskart/ Buffalo Denim/ Royal Enfield/ Jaipuria Institute of management/ UPES/ Eicher Polaris/ Firefox Bikes/ Biba/ Rangriti/ Wildstone
VP Consulting
Futurebrands Consulting
04.2010 - 03.2012
- Spearheading cross-functional initiatives to ensure undiluted implementation of strategy for the Future Group brands
- Leadership of Design thinking projects like EicherPloaris and Madura Garments
- Active Shaping of the futurebrands consulting output and tools to better cater to marketing needs of the client
- Hired & managed the team of strategists
- Spearheading Bharat Darshan, an internal Initiative to map change in Indian
AVP Brands & Consulting
Futurebrands Consulting
06.2007 - 03.2010
- Part of the core team that set up the Consulting practice and In-house brand creation for Future Group
- Instrumental in revitalization of iconic brands like Titan
- Defined India's first youth brand; Fastrack
- Created brands that lead to fresh creative work in Men's formal wear and denim category; John Miller and Buffalo
- Led the brand strategy for a school education brand and developed the mental model of education In India; XEED
Strategic Planner
McCann Erickson
10.2003 - 04.2007
- Strategic Planning on Dabur, Marico, Western Union, Band- Aid, Savlon, Vaseline, Pears, Hamam
- Strategy for new Business Pitches
- Regularly contributed to Insight generation & wrote articles on what can the world of communications learn from Popular cultures like the form of Ganesh, Religious discourses, Cookery shows and Page3.
Sr.Executive Research & Planning
Enterprise Nexus
03.2001 - 09.2003
- Research and strategic inputs on Raymond & new business Pitches
Sr.Account Executive
Ambience D'Arcy
10.2000 - 03.2001
- Account management for Timesofmoney.com and Raymond Parx
Account Executive
RK Swamy BBDO
03.1999 - 03.2000
- Account management on Piaggio Greaves, Raymond cement & TCL.
- Working closely with Hansa research ( part of (RK Swamy) to write strategy for New business pitches
Education
Leadership Cohort For Social Sector
07.2021
Business Administration And Management
03.1999
Public Relations, Advertising, And Applied Communication
04.2001 -
Bachelor of Science -
04.2001 -
Skills
Argument story telling
Society and cultural insight
Organization culture audit
Applied semiotics
Mentorship
Brand conceptualization and Communication
Humanizing digital data
Interests
Timeline
Senior Consultant - Futurebrands Consulting
06.2022 - Current
Chief Communications Officer - Make A Difference ( MAD, A Youth Driven Social Organization)
11.2021 - 04.2022
Senior Consultant - Futurebrands Consulting
10.2019 - 10.2021
Sr. Vice President Consulting - Futurebrands Consulting
04.2017 - 09.2019
Sr. VP & Head of Delhi Consulting Practice - Futurebrands Consulting
10.2012 - 04.2017
VP Consulting - Futurebrands Consulting
04.2010 - 03.2012
AVP Brands & Consulting - Futurebrands Consulting
06.2007 - 03.2010
Strategic Planner - McCann Erickson
10.2003 - 04.2007
KC College Of Management - , Public Relations, Advertising, And Applied Communication
04.2001 -
St. Xavier's College - Bachelor of Science,
04.2001 -
Sr.Executive Research & Planning - Enterprise Nexus
03.2001 - 09.2003
Sr.Account Executive - Ambience D'Arcy
10.2000 - 03.2001
Account Executive - RK Swamy BBDO
03.1999 - 03.2000
ILSS ( India Leaders For Social Change) - , Leadership Cohort For Social Sector
ITM - , Business Administration And Management