Smeet Soni

• Directed comprehensive campaign strategy, including planning, execution, and post-campaign assessments for Colgate.
• Cultivated strong client relationships, serving as trusted advisor for media planning and strategic decisions.
• Tracked campaign performance against KPIs, and ensured media efficiency through data-driven optimization.
• Guided internal teams on best practices, process improvements, and innovation. Managed and developed junior team members, fostering performance and career growth.
• Facilitated communication between internal staff, contractors, vendors, customers, and other external parties.
• Worked on the AOP for 2025-2026 for my brand, aligning strategic initiatives and budget allocation with overarching brand goals to drive growth, optimize resources, and ensure measurable outcomes.
• Worked on global data and reporting to keep international counterparts informed about campaigns executed in India, sharing key performance metrics, insights, and strategic learnings to drive cross-market alignment and collaboration.

• Supervised the team of planners, providing guidance and support to ensure successful project completion.
• Consulted with senior leadership regarding strategic initiatives that may impact current or future operations.
• Assessed requests for new initiatives or modifications of existing ones in terms of their potential impact on overall strategy.
• Negotiated contracts with vendors for services related to planning projects.
• Monitored progress of projects against plans, taking corrective action where necessary.
• Acted as a liaison between different teams during all the phases of the campaign.
• Provided training and mentorship to junior planners on best practices related to project management.
• Coordinated internal resources across multiple departments to facilitate successful delivery of projects on time and within budget.
• Optimized campaigns using A and B testing techniques to maximize ROI while maintaining brand integrity.
• Drafted comprehensive plans outlining objectives and goals for all paid media initiatives and monitored progress against these plans throughout the duration of each campaign.
• Monitored KPIs closely during each phase of the campaign lifecycle in order to make informed decisions about future strategy changes.

• Increased return on ad spend (ROAS) through strategic planning.

• Built strong client relationships through comprehensive, regular reporting.

• Reported on the effectiveness of digital marketing strategies on a periodic basis, offering insights, and proposing changes.
• Boosted web traffic through strategic content marketing.
• Optimized paid advertising campaigns by analyzing data and changing strategies on a quarterly basis to achieve brand targets.

• Collaborated with multiple third-party vendors to implement technology and innovation-based integrations into brand campaigns. Also helped my brand be the first in its segment to utilize a media inventory called DOOH, clubbed with live weather API data.

• Negotiated with media suppliers to achieve the best price for clients.

• Planned and implemented multi-channel digital marketing strategies to boost traffic and conversions.

• Delivered multiple case study-worthy campaigns to most of my brands (listed on my LinkedIn profile).

• I received an award for a SanDisk campaign. Partnered with clients to understand product positioning, leading to enhanced client satisfaction.
• Kept up with new technology trends and opportunities to maintain a top position as a digital marketing leader within the industry.