Surajendu Sinha
Gurugram
Summary
Excel in the field of - Digital Media Buying & Planning (Branding, Consideration & Performance campaigns), which would enable me to use my skills and ability to innovate in an individual capacity and as well as a team player striving to achieve organizational goals.
Overview
19
19
years of professional experience
Work History
Lead Consultant Digital Media- Digital Buying & Branding Display
The Yellow Door
01.2020 - Current
- Company Overview: A Boutique Agency
- To enable growth in spends towards Branding & Performance Display Campaigns
- Responsible for existing set of clients on board with focus on growing the business besides adding more value to them in terms of Planning & Buying efficiencies
- Servicing clients like Wizcraft, Vaao Cabs, Cntrl H, American Express, TML Commercial Vehicles etc
- Leading a team of 5 members strengthening the team & clients with refined and innovative approach for their brand & Performance campaigns
- A Boutique Agency
Media Head Digital Buying & Branding Display
Hakuhodo India
05.2018 - 12.2019
- To enable a substantial growth in spends towards Branding & Performance Display Campaigns
- Forging Strategic partnerships to help grow the organisational goal
- Growth of Mobility, Programmatic as a function
- Responsible for existing set of clients on board with focus on growing the business besides adding more value to them in terms of Planning & Buying efficiencies, market & competition data, driving innovations across Display & Mobile
- Servicing clients like Maruti Suzuki Ltd - Portfolio including all the Brands under Nexa, Arena & TrueValue, Mitsubishi Electric, Yamaha etc
- Working with a team of 20 members strengthening the respective client digital teams with refined and innovative approach for their brand campaigns
- Inflation - Got more for the clients in terms of special rates and savings
- Initiated a ready reckoner to rate benchmarking
- Initiated Buying of bulk impact inventory across most important publisher to further add enhanced buying rates and efficiencies to be passed on to clients in terms of better savings
- Channel Strategy - To help achieve revenue objectives & preferred media partnerships
Vice President & National Head Digital Buying & Branding Display
Performics - Resultrix & Zenith media
12.2015 - 03.2018
- Servicing clients like Bridgestone Tyres, Standard Chartered Bank, IDFC Bank, Singapore Airlines, Sanofi Laboratories, Unibic, OLX, Aviva Life Insurance, Fitbit, Air Vistara, Tata Docomo, Nestle etc
- Working with a team of 8 members strengthening the respective client digital teams with refined and innovative approach for their brand campaigns
- Got Bridgestone business in the fold right from pitch to supervising the first brand campaign
- Inflation - Get more for the client in terms of special rates and savings
- Initiated a ready reckoner to rate benchmarking
- Helped develop a Rate benchmarking automated tool accessible to all Media planners making their life easier wrt best of the rates
- Initiated Buying of bulk impact inventory across most important publisher to further add enhanced buying rates and efficiencies to be passed on to clients in terms of better savings
- Channel Strategy - To help achieve revenue objectives & preferred media partnerships
Vice President - Digital : West & South
Starcom Mediavest Group - Convonix
04.2014 - 09.2015
- Responsible for existing set of clients on board with focus on growing the business besides adding more value to them in terms of Planning & Buying efficiencies, market & competition data, driving innovations, bettering the ROI & Award entries across Display & Mobile
- Handling clients like Tata Motors (Passenger cars & Utility Vehicles portfolio), Axis Bank, DBS, Mondelez India, The Leela Group of Hotels, Budweiser, Novartis, IIFL, Blackberry, etc
- Handling a team of 15 colleagues driven with a passion to be innovative and also be the first among equals when it comes to implementing new ideas
- We being the first agency in digital work to start programmatic planning and buying across clients & taking Twitter out of the Twitter environment on Display Banners
- Channel Strategy - To help achieve revenue objectives & preferred media partnerships
Senior Director - Digital Media Buying Head (Digital) & Planning
Mindshare Interaction (Group M)
10.2010 - 09.2014
- Handled clients like ICICI Group (IBG, Domestic, Mutual fund), Kellogg's, Aditya Birla group (Idea cellular, Linen club, Ultratech Cements, Birla White, Hindalco & ABG Corporate), Videocon d2h etc
- : On digital domain including internet, Search, Mobile & Social Media
- Digitization - Digital sessions for clients and internal teams
- Increase the digital spends from the existing traditional media spends
- Successful implementation of yearly Inflation/ savings exercise for clients like Kellogg's, Idea cellular etc
- Helped get a 10 Cr plus annual deal with Cricinfo on WEB & WAP and a 5.5 Cr annual deal with YouTube for Idea Telecommunications
- Additional exposure: Successfully initiated Web GRP media plans for Kellogg & other set of accounts from west
- Given the national exposure to mentor the regional teams & their respective clients understand the importance of their presence on Audio visual medium as an extension to their presence on television, hence initiating additional spends on digital by establishing Web GRP's as part of an integrated Audio Visual Planning
- Awards - Won the 'Original Thinking Award' for the best trading initiative within Mindshare APAC on Kellogg's titled 'Put corn flakes, add milk, add TV and stir it up with lots of Digital (Converting TV Spends to Digital)'
Senior Director - Mindshare West
Mindshare Interaction (Group M)
09.2013 - 03.2014
- Inflation - Get more for the client in terms of special rates and savings
- Initiated a ready reckoner to rate benchmarking
- Channel Strategy - To help achieve revenue objectives & preferred media partnerships
Group Head - Digital Media Planning & Buying
Neo@ogilvy
01.2006 - 03.2010
- Handling clients like Diageo, ACC, Tata Sky +, HDFC Bank, SBI (IBG Division), Tata Motors (Tata Safari Dicor), Tata AIG General Insurance, Cisco Systems, Dupont etc
- Handled a team of 3 people
- Media Planning: On digital domain including internet, Mobile, Digital OOH & Collaborative Media
- Media Buying: Getting the best possible rates for the media activities from publishers
- Additional exposure: Media Planning on Print and Radio executed for clients like Economist, Dupont, Cisco Systems & Kodak
- Responsibilities include independent handling of all the clients encompassing business development, research, media planning, buying, reporting, optimization, campaign analytics, incorporating the learning's to ensure better ROI for the clients
- Achievements include achieving the targets on continuous basis, nurturing and growing the accounts with excellent servicing
- Chosen as one the most valued employees of the organization
Education
Post Graduate Diploma - Marketing and HRD
Institute of Business Administration and Training
Skills
- Effective people management
- Result orientation
- Understanding trends and opportunities across various industries
- Willingness to learn
Languages
Hindi
English
Awards
Original Thinking Award, For the best trading initiative within Mindshare APAC on Kellogg's.
Personal Information
- Father's Name: Late Shri P.K Sinha
- Gender: Male
- Marital Status: Single
Timeline
Lead Consultant Digital Media- Digital Buying & Branding Display
The Yellow Door
01.2020 - Current
Media Head Digital Buying & Branding Display
Hakuhodo India
05.2018 - 12.2019
Vice President & National Head Digital Buying & Branding Display
Performics - Resultrix & Zenith media
12.2015 - 03.2018
Vice President - Digital : West & South
Starcom Mediavest Group - Convonix
04.2014 - 09.2015
Senior Director - Mindshare West
Mindshare Interaction (Group M)
09.2013 - 03.2014
Senior Director - Digital Media Buying Head (Digital) & Planning
Mindshare Interaction (Group M)
10.2010 - 09.2014
Group Head - Digital Media Planning & Buying
Neo@ogilvy
01.2006 - 03.2010
Post Graduate Diploma - Marketing and HRD
Institute of Business Administration and Training
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