Tarun Das
Senior Media & Business Director
Mumbai
Summary
Strategic-thinking individual experienced in advertising, offering result driven media solutions through a data driven approach. Seeking to apply my ability to research, negotiate and persuade existing & potential stakeholders to optimize & action high-impact marketing solutions that lead to brand growth and drive revenues.
Overview
8
8
years of professional experience
3
3
years of post-secondary education
Work History
Senior Director - Media & Business
GroupM Media - Mindshare
Mumbai
2015.07 - Current
- Managed a media business of INR 700 Crores for Hindustan Unilever, as a business lead on Home & Hygiene and Foods & Refreshment and categories
- Strategic advisor for media on 8 marquee brands in the current role, across dishwashing, surface cleaners and consumer durables portfolio
- Modeled a media for growth optimization strategy through a robust, data driven approach to media planning, based on 'cost per reach', thereby, brining 6% efficiency in budget deployed
- Identified & defined the right 'source of growth' for the premium dishwash category to right-fund priority markets with a media mix that delivered a delta of 280 basis points incremental reach
- Built a business first approach to media, ensuring its impact is reflected on mind measures. Leading to a 400 basis points growth in 'top of mind awareness' of dishwash portfolio and 110 basis points growth in 'spontaneous awareness' of surface cleaners portfolio, MAT Q3 '23 over '22
- Pioneered a digital first, lower funnel, media deployment for a low involvement category like dishwashing, leading to 1.5X increase in sales
- Overhauled the media strategy for water purifiers portfolio by analyzing the dynamics of competition & media landscape; consecutively improving RoAS by 71%
- Delivered on agency KPI by enhancing the planning product that ensured minimal variance between TV pre & post evaluation by 4%
- Automated the planning process that significantly reduced the time taken to optimize a TV plan, from 48 hours to 2 hours, by standardizing & streamlining the way an evaluation is run
- Led the thought process and conversations on media annual operations plan, to deliver a media strategy that focuses not only on channel investments but also on content
- Drove the media strategy expertise on global award winning campaigns 'Vim Black' and, 'Brooke Bond Red Label 6 Pack Band'
Education
Bachelor's Degree - Mass Media
Mumbai University
2011.04 - 2014.04
Skills
Media budgeting & optimization
Timeline
Senior Director - Media & Business
GroupM Media - Mindshare
2015.07 - Current
Bachelor's Degree - Mass Media
Mumbai University
2011.04 - 2014.04
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