Sridhun Purushothaman

Sale & MFB Campaign Management:

• Campaign Strategy: Devised Campaign strategy & executed communications that ensured traffic spike & GMV target achievement for high revenue sale events
• ATL/BTL/Impact/Digital media: Based on asset efficiency & consumer data, planned roll outs of content assets across mediums ensuring comms absorption by different consumer cohorts
• Content Strategy management: Created roadmap for Shoot, content production & management of various content types like Static, Video, Celeb/Influencer content
• Team & Partner Management: Managed/collaborated with creative/performance teams as well as external Creative/Digital agency to execute performance & social campaigns
• Brand & Content alliances: Strategized media & talent agency alliances to achieve business & brand goals
• Campaign Analytics : Worked with in-house analytics team to monitor sale campaign efficacy and derive insights to create better video & static content

Key Achievements:

• Managed EORS & BFF campaign rollouts across TV, OOH, Digital & impact platforms achieving 105% or more traffic spike throughout
• Utilized data-driven insights to make informed decisions that resulted in creation of better campaigns ensuring consumer understanding and conversion with campaign CTR jumping 3X to hit 3.5%
• Spearheaded change management efforts for seamless adoption of new systems especially automation of statics creatives via tool implementation that reduced creative delivery timelines by half.

Marketing Strategy Management

• Campaign ideation: Devised & executed brand concepts defining brand & product salience
• ATL/BTL/Digital media: Planned & rolled out integrated media strategies in traditional/New age mediums like Print, Radio, Dealer Events, Apps (News/Music/Entertainment) & content platforms.
• PR & MarCom management: Handled internal & external communication as well as PR with various media & publication houses to bolster not only brand but also MD/Founder’s imagery
• Content management: Created content blueprint for production & management of various types of content like Static, Video, Blogs, PR Write-ups, whitepapers ensuring seamless brand communication.
• Team & Partner Management: Managed creative/performance teams as well as external Creative/ Digital agency relations to execute various performance & social campaigns and media mixes.

Growth Strategy Management:

• D2C & E-Com channel development
• Performance Marketing: Executed paid campaigns focusing primarily on Google & FB, IG as well as OTT while deploying Email marketing & remarketing tactics that improved Traffic, CAC, AOV & LTV
• Social media & Content marketing: Devised social roadmap including content management for Blogs, FB ads, Tweets, Banner/video streaming ads utilized across social platforms.
• E-Com platform: Handled team that managed new marketplace entry & introduced Delivery Management system allowing improvement in platform wise ROI, AOV & delivery TAT
• ORM: Ideated various content pieces to improve brand repute across social platforms

• Customer Relations & Loyalty management: Created the blueprint of feedback mechanism that grew into

full-fledged CRM & loyalty system to improve engagement, brand stickiness & advocacy.

• Product Management: Handled internal & external communication including PR hand-outs, emails, feature

articles as well as multi-media content used across social & digital platforms.

• Brand alliances: Strategized media & PR alliances to achieve business goals & improve brand worth.

• Business Intelligence: Built data infrastructure leading product/customer/campaign intel into business

results.

Key Achievements:

• Managed Dealer event to Launch Men’s NEO Range – Brand SoV jumped 20% & Fan growth jumped 2X
• Launched Omni Channel SHOP@HOME Model – EBO’s achieved 65% target quarterly during Lockdowns
• Optimized Content & Targeting parameters – Traffic jumped by 30% & Bounce rate reduced to 14%
• Managed Budgets, Restructured D2C strategy & Added 3 New E-com partners- Online T/O jumped 5X
• Improved brand worth & Consumer loyalty – CAC reduced by 25% & AOV increased by 10%

Traditional and Digital Campaign Management:

• Campaign ideation: Devised brand campaigns and outlook that evoked consumer connects and executed integrated Marketing campaigns to increase brand awareness & penetration
• ATL/BTL: Planned & executed local as well as mass media strategy including mediums like Print, music apps and theatre along-with interior design magazines based on consumer profile
• Social media & Content marketing: Devised social roadmap including content management for Blogs, FB ads, Tweets, Banner/video streaming ads utilized across social platforms
• Performance Marketing: Handled Google SEM and paid search strategy, guiding team members to achieve better lead conversions while using Funnel management tools like Hubspot
• SEO: Used MOZ & Yoast for keyword planning & handled web content to improve ranking
• Web Analytics: Used Google analytics, SEMRUSH, Similar web, to strengthen SEM as well as SEO efforts
• Understood consumer & web traffic trends to improve digital campaigns effectively
• MarCom: Handled internal & external communication including PR hand-outs, emails, feature articles as well as multimedia content used across social & digital platforms
• Brand alliances: Strategized media & PR alliances to achieve business goals & improve brand worth

• ORM: Used Hootsuite & Social bakers to improve social responsiveness and online reputation management
• Brand growth monitoring: Devised in-house reporting structure for improving social campaigns efficiency

Key Achievements:

• Positioned Decorpot as premium brand through Imagery, content & Brand activations- Sales Jumped 2.5X
• Improved brand worth by PR execution in mainstream news (BS, Outlook etc.)- Avg
• Lead value jumped 40%
• Handled ORM - 50 % jump in Lead flow/ FB likes increased from 30K to 100K in 6 straight months

Brand & Product management:

• Brand & Product Development: Handled market segmentation and product & communication mix
• Campaign Management and Market development: Handled Product R&D, Marcom including launch campaign ideation with ATL/BTL media planning as well as trade marketing
• Agency Management: Liaised with creative agencies to get creative deliverables on time
• Brand Budgeting: Brand-wise National Budget planning and regional utilization control
• Marketing Ops Management: Centrally controlled all marketing related activities involving In-shop branding, Marketing collaterals development as well as team & vendor management

Key Achievements:

• Developed Key Brand Proposition & product range mix - Defined Key brand personality
• Strategized Mumbai launch of Gravitas Men's Innerwear with flash mobs- Retailers pre-ordered 1 Lakh pcs

Marketing strategy & Campaign Management:

• Market Segmentation & Analysis: Defined market segments based on demographics & Market research
• Campaign Management: Created product based Consumer First campaigns that provided need based solves via ads
• Product launch: Managed product development, product launch Campaign and performance testing
• ATL/BTL: Ideated & managed TVC's, Paper ads, Radio promos, Hoardings while executing low-cost high impact disruptive events at targeted locations that boosted retail confidence
• Digital Marketing & E Commerce: Handled Zoiro & SportoRed's 360 transition to e-commerce brands and planned content creation of blogs, Videos, images, Gif's to be strategically used digitally
• Packaging & price parity analysis: Handled packaging design from development till delivery and market survey report submission, by Creative agencies and research agencies respectively

Trade Marketing:

• Brand alliances: Planned & implemented ROI driven cross promotions across Online/MBO/GT stores
• Trade Marketing & Market research: Proposed & implemented trade and product related schemes based on market research, to achieve business objectives across Distributors, EBO, MBO & LFS stores
• POSM development & Visual Merchandising: Rolled out new POSM articles for brand promotion at store level covering even the grass root retailers, along-with carrying out store re-branding regularly
• Expense Vs Efficiency Analysis: Proactively monitored Expense to Sales data to find branding opportunities

Key Achievements:

• Spearheaded ZOIRO/SPORTO RED Digital P&L - Managed 9 Cr budget while growing Online sales by 3X
• Managed AMUL COMFY LAMBA TIKEGI campaign (AJAY DEVGN) - Annual Sales jumped 30%
• Executed ZOIRO's YNOT Campaign with new range of Men's innerwear tactically using integrated marketing- Re-branded 50K stores/ EBO sales jumped 40% during campaign/Brand sales jumped 25% quarterly
• Built massive Distribution enquiries with SPORTO RED's KHELTE RAHO campaign, for Athleisure wear range
• Successfully executed brand tie ups: U Mumba- Pro Kabaddi league - MACHO, MR
• INDIA 2011 - ZOIRO etc

Brand Marketing & Sales Strategy:

• Trade Marketing Planning & execution: Developed & implemented trade marketing strategies to achieve defined business objectives across Distributors, Retailers and Modern Trade outlets
• Brand Activations & Media Integration: In-Store Sampling, Consumer Offers, Radio & Print Media, Sports Events, Food Events & Chef conferences, QSR chains, Offline to Online integration
• Marcom: Handling Internal communication (With: Regional teams, National/International Management); External Communications (Print PR, Radio/TV, Health Magazines, Pricing etc)
• In-Store Visual Merchandising: POSM Design & Deployment at Retail as well as alternate channels
• Product Management: Managed Market research for product development, launch and performance testing
• MIS: Created & deployed system for monitoring overall efficiency of marketing expenditure while generating Consumer Insight reports with an eye on Competitor Activations & Growth
• Partner Management: Coordination with Media/Creative/Promotional agencies for managing executions
• Brand Budgeting: Managed Brand-wise National & Regional Budget & usage for planned activations
• Key Account Management: Maintained brand-wise growth in National Modern trade outlets
• HoReCa Business Development: Devised, Coordinated and Created entry into HoReCa segment

Key Achievements:

• Spearheaded alliances & HoReCa for Dilmah & Soyfresh- South & India T/O grew 40% & 10% respectively
• Promoted to Marketing Manager, India in 2012 handling Soyfresh, Tyrrells & Lizi's Brands
• Managed Subway Tie up & Sales for Soyfresh across Bangalore - Avg
• Beverage sale/Month crossed 5 lakhs
• Only Indian in Batch 2014 to Attend DILMAH School of Tea at SRILANKA HQ to learn the ART of Tea Making & its applications in Modern Kitchens

• Performance Marketing: Utilizing Adwords & GA for Opportunity Analysis & Prospect lead generation
• Media Strategy Formulation, Media Buying & Owned media Sales

Key Achievements:

• Won 15 client accounts including PAI electronics, Liale Millennium preschool, Educomp learning
• Added New and Efficient media partners ensuring successful brand launch of Educational firms, Restaurants, Luxury goods and Personal care brands while adding new clients