SANJEEV KABOO
Marketing Leader | Multi Industry - Consumer, Leisure & Entertainment, Toys, Mobility | Destination Marketing, Scale-up, Retail Marketing, Digital Transformation, I Strategic & Operational, Regional exposure
Summary
Experienced marketing leader with over 20 years of expertise in destination and trade marketing, specializing in brand management. Proven ability to drive growth through strategic collaborations with external stakeholders, local businesses, and vendors. Successful in creating immersive events and cross-promotional campaigns to increase visitor engagement, boost brand visibility, and enhance guest experiences. Skilled in developing targeted marketing strategies that align with audience segments.
Overview
2025
2025
years of professional experience
2
2
Languages
Work History
Marketing Director
CITY GROUP CO
2 2022 - 06.2024
- City Group Co. Is the largest and leading provider of passenger transport and a renowned name in warehousing services.
- Service Innovation: Developed and launched 'Citylink Shuttle,' expanding the organization's service portfolio and driving a new revenue stream.
- Market Share Growth: Increased market share by 3% within the first year through targeted marketing campaigns and strategic partnerships.
- Cost Efficiency: Optimized digital marketing channels to improve customer acquisition cost (CAC) through campaign targeting
- Revenue Enhancement: Led the launch of Citylink Shuttle service, resulting in a 17% increase in revenue and a 3% expansion of the customer base within 1 year.
- Performance Monitoring: Oversaw (CAC) customer acquisition cost and (CLV) customer lifetime value monitoring to optimize marketing investments, ensuring sustainable growth
- Comprehensive Strategy: Developed and executed comprehensive marketing strategies to drive customer acquisition and increase market share.
- Recognition: Received accolades for outstanding performance and contribution to the company's growth initiatives.
- Design Driven Innovation: Approach for a comprehensive understanding of customer pain points and amended our services across business verticals, and basis that, craft marketing communication campaigns.
- Spearheaded Citylink Project from inception, conceptualizing the brand name, finalizing the logo design, curating the comprehensive brand guide manual, and meticulously planning the launch plan for a new business.
- Conducted rigorous ROI analysis to evaluate the effectiveness of marketing initiatives and inform resource allocation decisions.
- Monitored customer engagement metrics and implemented lead generation programs to generate marketing-qualified leads (MQLs) and nurture them into sales-qualified leads (SQLs).
- Collaborated with internal stakeholders and external partners to align marketing efforts with business objectives and maximize results.
Head Marketing Communication and Activation
IMG WORLDS OF ADVENTURE
01.2016 - 07.2021
- Dubai's first and largest temperature-controlled indoor theme park and entertainment destination.
- Tourism Collaboration: Forged strong partnerships with Dubai Tourism (DTCM), local hotels, and travel agencies to integrate IMG Worlds into Dubai's broader tourism ecosystem, driving substantial growth in international and regional visitor traffic.
- Event Marketing Strategy: Developed and executed a series of small to large-scale seasonal and non-seasonal events, such as themed festivals and cultural showcases, specifically targeting diverse audiences, including tourists, families, and special interest groups.
- Signature Event: Developed a strategic signature event that attracted high school and college student audiences and catered to young international tourists. This alone increased annual attendance by 20% and cemented repeat attendance at IMG Worlds.
- Cross-Promotional Partnerships: Coordinated cross-promotional initiatives with Emirates Airlines, La Parle and other tourist destinations, offering package deals and exclusive promotions that contributed to a significant uplift in off-season attendance
- Partnerships with External Vendors: Integrated unique guest experiences by collaborating with external vendors and entertainment providers, enhancing the park's appeal through interactive installations, and new entertainment zones. This led to increased visitor satisfaction and repeat attendance.
- New Guest Experiences: Led the conceptualization of innovative guest experiences by introducing external partnerships with food and beverage providers, interactive entertainment partners, and immersive technology vendors, offering visitors a one-of-a-kind theme park experience.
- Targeted Campaigns: Launched destination-specific marketing campaigns in collaboration with international tour operators and airlines, driving a 12% increase in ticket sales from international tourists.
- Influencer & Media Strategy: Partnered with top travel influencers and media outlets to position IMG Worlds as a premier entertainment destination, boosting visibility and visitor interest from key regional markets.
- Noticeable increase in park attendance and revenue during 2018-2019, by driving a ~20% increase in annual attendance through strategic partnerships.
- Generated a 12% rise in ticket sales revenue by implementing dynamic pricing strategies during signature event days and optimizing promotional efforts.
- Introduced immersive, experiential marketing events, such as themed festivals and interactive installations, driving a 40% increase during festive and tourist season footfall.
Head Customer and Trade Marketing
MATTEL TOYS
06.2007 - 06.2015
- Mattel is a leading global toy company and owner of one of the strongest portfolios of children and family entertainment franchises in the world. Mattel owns iconic brands like Barbie, Hot Wheels, Fisher-Price, UNO, Thomas & Friends, Scrabble, etc.
- Strategic Retail Partnerships: Developed and executed targeted trade marketing programs that integrated Mattel's iconic brands (Barbie, Hot Wheels, Fisher-Price, etc.). With leading retail chains and independent outlets across India, resulting in a 22% CAGR in point-of-sale (POS) growth.
- Customer Experience-Driven Marketing: Led the creation of experiential in-store activations and large-scale retail events that engaged families and children, creating immersive brand experiences which significantly boosted in-store traffic and engagement with Mattel's products.
- Collaborative Promotions: Formed partnerships with retail chains to run cross-promotional events and loyalty programs, increasing visibility and strengthening Mattel's position as a family entertainment brand. This contributed to a 16% year-on-year growth in POS across key markets.
- Seasonal and Thematic Campaigns: Designed and launched large-scale thematic campaigns, such as holiday and back-to-school promotions, to capitalize on seasonal shopping trends, driving sustained retail traffic and consumer engagement with Mattel's brands.
- Vendor Collaborations: Collaborated with external vendors, including visual merchandising and entertainment agencies, to create compelling in-store displays and entertainment zones that enhanced the shopping experience, resulting in increased customer retention and repeat purchases.
- Global Expansion of Marketing Programs: Rolled out three world-class customer marketing programs that were later adapted and implemented in the APAC region, further increasing Mattel's market penetration by over 16% across new international territories.
- Customer Loyalty & Retention: Spearheaded the development of loyalty-driven marketing campaigns that targeted key customer segments, fostering brand loyalty and increasing average purchase value per customer.
- Developed and executed targeted trade marketing programs for retail chains and unorganized trade businesses across the country.
- Achieved a commendable Compound Annual Growth Rate (CAGR) of 22% in Point of Sale (POS) growth through a strategic POS lead strategy at retail in 2011.
- Conceptualized and rolled out three world-class customer marketing programs in 2013.
- Adapted and implemented in the APAC region, resulting in over 16% POS growth.
- Accountable for budget making and control across various facets, including in-store visual merchandising, in-store activations, promotional schemes, etc.
- Collaborated with cross-departmental functions and key clients for integrated marketing calendars for managing executions, buying offline and online media, and liaising with external agencies to deliver on-site projects and campaigns.
Marketing Manager
TEX CORPORATION
12.2004 - 06.2007
Brand Manager
HERO MINDMINE
05.2001 - 11.2004
Asst. Manager Marketing
BAUSCH & LOMB
07.1993 - 04.2001
Product Executive
CADILA PHARMACEUTICALS
08.1990 - 07.1993
Education
MBA - Marketing
Bihar University
India 04.2001 -
Skills
- Brand Management
- Destination Marketing
- Events Planning
- Campaign Management
- Customer Retention Management
- Budget Development
- Project Management
- Cross Function Leadership
- Business Insights
- Digital Marketing
- Retail Marketing
Websites
Timeline
Head Marketing Communication and Activation
IMG WORLDS OF ADVENTURE
01.2016 - 07.2021
Head Customer and Trade Marketing
MATTEL TOYS
06.2007 - 06.2015
Marketing Manager
TEX CORPORATION
12.2004 - 06.2007
Brand Manager
HERO MINDMINE
05.2001 - 11.2004
MBA - Marketing
Bihar University
04.2001 -
Asst. Manager Marketing
BAUSCH & LOMB
07.1993 - 04.2001
Product Executive
CADILA PHARMACEUTICALS
08.1990 - 07.1993
Marketing Director
CITY GROUP CO
2 2022 - 06.2024
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