Supriya Patil

Current Role: Leading the premium laundry category for Unilever, responsible for:

• Developing and executing media strategies in alignment with business and marketing goals.
• Establishing business metrics to measure campaign success annually, ensuring alignment with marketing targets.
• Recommending media solutions through thorough analysis of competition, consumer insights, Brand Track scores, and media effectiveness.
• Driving integrated strategic planning across ATL and BTL channels, both traditional and digital, to meet business objectives across the marketing funnel.
• Setting annual budgets for strategic planning.
• Leading monthly competitive reviews to stay abreast of market trends.
• Spearheading innovative planning strategies to foster organizational growth.
• Conducting comprehensive onboarding sessions to educate new team members on media fundamentals.

• Being a member of the core team, my responsibilities entail delivery of strategy and implementation for key personal care brands
• Enable and facilitate the digital transformation journey of the brand with succinct screen neutral planning strategies
• Collaborated with the brand, media and creative teams in product and marketing planning initiatives
• Implemented Consumer Journey based Connections Planning strategy for core brands in the youth segment
• Participated in Market Mix Modelling for surrogate category expansion.

• Managing and working on strategy for Saffola Portfolio – (Oils and Oats)
• Executed the prestigious campaign for Marico, Saffola Life- World Heart Day
• Supervised the planning and execution of campaigns on the youth and skin portfolio for Marico Ltd since Dec’15
• Experience of planning and executing campaigns (including TV, print & radio plans) for FMCG client-Mondelez India
• Conceptualizing campaigns and concluding on the media mix for the brands
• Mapping media inputs with awareness data of the brands and tracking the same.

• The job includes media planning and integrated media solution for the biggest brand in HUL’s portfolio
• Creating properties to amplify the brand proposition/ Target group and leveraging it with optimum media strategies to meet the bottom line
• In-depth TG understanding to devise media solutions/programs to build Share of Endorsement & Share of Market
• Conceptualizing and carrying out competitive research and analysis to build brand strategy.

• Understanding the client requirement and strategizing and scheduling plans across media
• Generating quarterly reports and trend analysis across clients; Ad Hoc projects depending on client requirement
• Undertaking research and analysing data using specialist industry resources, identifying target audiences and understanding their characteristics, behaviour and media habits.

• Handling Integrated Marketing Communication across categories like Chocolates, Bubble Gum, Chewing Gum, Sugar Confectionaries, Milk & Cold Beverages
• Conceptualizing and controlling the entire execution during activations/ innovations to ensure minimum deviation from brief.