Santoshdev Menon
Head Of Marketing
Bengaluru,KA
Summary
Strategic and results-driven marketing leader with 15+ years of experience building brands, scaling marketing engines, and driving measurable growth across education, consumer brands, and advertising. Proven expertise in architecting brand strategy, leading high-performance teams, and delivering integrated marketing programs across digital, ATL, BTL, events, and partnerships. Adept at translating consumer insights into brand impact, optimizing acquisition funnels, and orchestrating large-scale campaigns that strengthen market presence and accelerate revenue outcomes. Experienced in global brand collaboration with APAC markets and managing complex, multi-crore marketing operations. Currently leading the brand marketing function at Vidyashilp University, driving sustained admissions growth and institutional brand transformation.
Overview
16
16
years of professional experience
Work History
Head of Marketing
Vidyashilp University
04.2023 - Current
- Architected the end-to-end brand strategy, marketing framework, and identity for Vidyashilp University.
- Leading and managing a team of nine, including content writers, designers, a social media executive and manager, an event executive, and operations support.
- Leading brand marketing and GTM strategies that drove successful admissions outcomes across four founding-year cycles, achieving sustained year-over-year growth, with marketing contributing over 60% of the admissions funnel in recent consecutive years.
- Developed integrated marketing and media plans across digital, ATL, BTL, events, and partnerships — Republic TV, The Collective, The Week, JioHotstar, NDTV, Times Internet, Under25, etc.
- Curated and launched the University's flagship ‘Be Bold' brand campaign to strengthen awareness and market presence, resulting in a 100% surge in organic admissions in the first two years of the campaign.
- Oversaw digital marketing, lead-generation funnels, content strategy, and analytics, driving a 75% growth in admissions and a 50% reduction in cost per admission, achieved on a lower budget than the previous year.
- Managed multi-channel performance campaigns across Meta, Google, and key aggregators, including Shiksha, Careers360, Career Launcher, College Dekho, College Duniya, and GetMyUni.
Collaborated closely with academic leadership, admissions, outreach, and faculty to align marketing with institutional priorities. - Managed multi-crore annual marketing budgets with a strong focus on ROI, forecasting, and optimization.
- Directed the production of large-scale communication assets: films (JioHotstar + Edstead), influencer collaborations (Kavach Khanna, Gomma boy), OOH, radio (Indigo 91.7, Radio One FM, Fever FM), photography, and major events such as India Rising 2024/25, FOHE, VU Open House, and campus branding experiences.
- Drove event planning, strategic event flow, partnership development, and comprehensive event management.
Associate Director – Brand Marketing
Vidyashilp University and VSEG
11.2022 - 04.2023
- Led cross-functional teams to execute comprehensive marketing campaigns, and strengthened brand awareness across stakeholder groups.
- Drove brand marketing and GTM strategies, contributing to strong admissions outcomes in the founding years of the university.
- Directed creative strategy for brand campaigns across institutional milestones, program launches, and key events.
- Managed the agency ecosystem — creative, digital, media, production, events, PR, and vendor partners.
- Developed integrated marketing and media plans across ATL, BTL, events, and partnerships.
- Developed a student merchandise strategy designed to enhance admission conversions and retention.
- Oversaw the production of large-scale assets, including OOH, radio, photography, BTL activations, brand/admission events, and campus branding.
Sr. Brand Manager – Brand Strategy
Vidyashilp University and VSEG
07.2022 - 11.2022
- Part of the central team managing branding requirements for Vidyashilp University and other VSEG entities.
- Collaborated closely with academic leadership, admissions, outreach, and faculty to align marketing with institutional objectives.
- Executed brand marketing and GTM initiatives that strengthened brand awareness and affinity.
Brand Manager
Vidyashilp University and VSEG
12.2020 - 07.2022
- Managed end-to-end brand strategy, marketing, and identity for Vidyashilp University and Vidyashilp School during their founding years.
- Developed integrated marketing and media plans across digital, ATL, BTL, events, and partnerships.
- Directed creative development for Vidyashilp School campaigns, social media content, Quora content, and print collaterals.
- Led the agency ecosystem — creative, social media, production, events, and vendors.
Account Director
Happy Mcgarrybowen
10.2018 - 10.2019
- Led brand campaigns & communication strategies for major clients across campaigns, digital, and integrated communication – Ola, Bonito Designs, Rummy Culture, Sprig TEA
Manager – Brand Solutions
DDB Mudra West
04.2016 - 09.2018
- Worked on large-scale brand campaigns including award-winning initiatives for Gulf Oil and Volkswagen
- Responsible for campaign strategy, creative briefing, and brand/product launches – Gulf Pride 4T Relaunch and Volkswagen Ameo and Passat
Group Account Manager
L&K Saatchi & Saatchi
06.2015 - 04.2016
- Led digital campaigns, research initiatives, and ATL communication localization for Procter & Gamble’s global brands — Head & Shoulders and Pantene.
- Worked closely with P&G Singapore and the Singapore agency team to align regional strategy, adapt global brand narratives, and tailor communication for the Indian market.
Group Account Manager
Interface Communications
12.2014 - 06.2015
Account Supervisor
Saatchi & Saatchi
04.2013 - 12.2014
- Managed Procter & Gamble’s global brands — Head & Shoulders and Ariel — driving brand strategy, communication planning, and consumer insight–led market research for India.
- Partnered with P&G Singapore and the regional Singapore agency to deliver deep cultural insights, strengthen India-market relevance, and localize global campaign concepts for APAC alignment.
Senior Account Executive
Saatchi & Saatchi
06.2011 - 03.2013
Account Executive
Rediffusion Y&R
06.2009 - 06.2011
- Began my career managing a portfolio of Colgate-Palmolive brands — Colgate Dental Cream, Active Salt, Total, Sensitive, Plax, and Colgate Toothbrush.
- Supported end-to-end campaign execution including TVC production, media release coordination, and development of retail and in-store branding collaterals.
Education
PG Certification - Digital Marketing & Communication (PGCDMC)
MICA / UpGrad
01.2021
PGD - Advertising & Communication (PGDAC)
EMDI Institute of Media & Communication
01.2009
Bachelors in Mass Media - Major in Advertising
University of Mumbai (VES College)
01.2006
Skills
Brand Strategy & Positioning
undefinedAccomplishments
Vidyashilp University
- Recognized as Marketing Person of the Month multiple times.
- Led and mentored the social media executive who was awarded Best Marketing Team Member of the Year (2024–25).
DDB Mudra
- Part of the Gulf Oil team that won Effie Silver 2018 (B2B/Trade) for the Gulf Pride 4T VR activation.
- Won Two “Extra Punch” internal performance awards.
Saatchi & Saatchi
- Member of the Effie Silver-winning team (2013) for Springwel.
- Contributed to Head & Shoulders’ campaigns during its highest-ever market share phase.
ADDITIONAL INFORMATION
- Strong command over marketing communication, creative storytelling, and education-sector branding.
- Hands-on leadership experience across: ATL, Digital, Social Media, PR, Events & Activations.
- Passionate about building brands with purpose, influence, and long-term value.
Timeline
Head of Marketing
Vidyashilp University
04.2023 - Current
Associate Director – Brand Marketing
Vidyashilp University and VSEG
11.2022 - 04.2023
Sr. Brand Manager – Brand Strategy
Vidyashilp University and VSEG
07.2022 - 11.2022
Brand Manager
Vidyashilp University and VSEG
12.2020 - 07.2022
Account Director
Happy Mcgarrybowen
10.2018 - 10.2019
Manager – Brand Solutions
DDB Mudra West
04.2016 - 09.2018
Group Account Manager
L&K Saatchi & Saatchi
06.2015 - 04.2016
Group Account Manager
Interface Communications
12.2014 - 06.2015
Account Supervisor
Saatchi & Saatchi
04.2013 - 12.2014
Senior Account Executive
Saatchi & Saatchi
06.2011 - 03.2013
Account Executive
Rediffusion Y&R
06.2009 - 06.2011
PGD - Advertising & Communication (PGDAC)
EMDI Institute of Media & Communication
Bachelors in Mass Media - Major in Advertising
University of Mumbai (VES College)
PG Certification - Digital Marketing & Communication (PGCDMC)
MICA / UpGrad