Umesh Krishna
Marketing Leader
Toronto,Ontario
Summary
A 360-degree marketer and E-commerce leader with experience spanning digital strategy, performance marketing, brand management, and media buying.
A significant contributor to the brand and business growth of 2 Unicorns over the past decade - have worked across all stages of the business life cycle, handling strategic functions spanning brand, performance and retention.
Experience building holistic marketing teams who are data and insight-driven. Has built and handled teams of up to 40 members.
Strong background in managing and (re)structuring brand architecture.
Experience with Digital marketing and Analytics platforms : Having worked on 3 different mobile App ecosystems at an early stage, has hands-on experience setting up measurement, campaigning and insight practices.
Strong negotiation & Partnership building skills - across Media Buying, Marketing technology and Data Partnerships.
Overview
8
8
years of professional experience
Work History
Director - Marketing
Swiggy - Hyperlocal Delivery Unicorn
03.2017 - Current
- Functional Role: Owner of Media, Promotions and Brand Management for Swiggy Marketplace, Performance Marketing for Private Labels.
- Has led the core marketing functions spanning insights, media buying, performance, and brand management in the tenure of 4+ years where Swiggy saw more than 60 million acquisitions.
- Support functional heads and investor teams to assess growth opportunities.
- Experience with categories including Food, Grocery, Retail, and Cloud Kitchens.
- Experience driving digital transformation and has an in-depth understanding of MarTech stack.
- Develops acquisition, brand and communication strategy.
- Develop brand architecture and brand identity design.
- Production of creative assets like Television & Digital commercials, Display banners etc.
- Drives Multi-moment marketing bringing together data, creative and media fronts.
- Owning the Promotional calendar and devising marketing interventions to drive sales.
- Budgeting, media planning, and media buying spanning traditional and Digital Media.
- Drives the marketing insights function - brand tracks, brand equity studies, creative testing etc.
- Social Media and Influencer marketing to support national campaigns.
- Consistent High Performer with a mod rating of Exceeded expectations. Promoted twice & won numerous team and individual awards.
- Won Indian Premier League's ( the leading sports league/advertising season) best-integrated campaign award in 2018 season. Winner of multiple awards in social and creative.
Marketing Manager
OLA - World No.4 Ride Hailing App & Unicorn
04.2015 - 03.2017
- Worked for two Apps/platforms - Ola Store [ Hyperlocal retail ] and Olacabs [ Urban Transport, later re- christened as Ola.
- Worked on the Ola Store platform from the alpha testing stage, taking the product through launch, viability testing and geographic expansion.
- Handled functions spanning acquisition, branding, alliances and retention for Ola Store.
- Extensive experience with Push Notifications, Email and SMS channels.
- Co-branding & Marketing with FMCG & retail partners.
- Post a switch to Ola Cabs team in 2016, handled up to 70% of Digital Spends.
- Took Ola through the highest acquisition phase clocking 2 Million+ acquisitions a month.
- Performance Marketing spanning affiliate networks, search, social media and programmatic.
- Handled Media & remarketing tasks for multiple sub-categories launched with the Ola App.
- Experience working closely with tech, product, and analytics teams.
Assitant Manager
Bajaj Auto Ltd - 10 B$ Conglomerate
05.2013 - 04.2015
- Post a stint in regional sales across 3 states, moved to the Central Marketing team and worked on multiple strategic projects.
- Product Marketing for multiple categories and brands in the Bajaj Motorcycle Portfolio.
- Strategy and insights for design, features, pricing, and communications driven by quantitative and qualitative research.
- Launch Planning and Pre/Post-launch analysis of product/brand performance.
- Concept/creative testing, Campaign validations, Brand Tracks, Segmentation studies, etc.
- Inputs for Brand Architecture, product lifecycle, and planning.
- Interface with automotive media houses and periodicals.
- Mentored sales team in applying effective sales techniques and delivering top-notch customer service.
Education
MBA -
Indian Institute Of Management
Kozhikode, India 06.2011 - 03.2013
Bachelor of Technology (B.Tech) - Electronics & Communication Engineering
National Institute Of Technology
Calicut, India 07.2007 - 04.2011
Certification - Software Product Management
University of Alberta
Alberta Skills
Digital and Performance marketing
undefinedWork Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Accomplishments
- Production experience spanning 100+ Television commercials/Digital Films.
- Partnered with top creative/design agencies incl Ogilvy, Mullen Lowe , Leo Burnett, DesignStudio London, etc.
- Worked with partners and agencies from tech hubs across the world.
- Experience working with media/digital partners like Google, Facebook, Disney, Adobe etc Digital maturity bench-marking and transformation.
- Marketing Analytics - Practitioner & Coach with Ed-tech Platforms.
- Experience with formats like Rich media and Augmented Reality Ads - was a beta testing partner for AR ads from Google and Facebook in India.
- Data management and 2nd,3rd Party data partnerships.
- Fitness Instructor for formats including personal training, HIIT, Aerobics,Conditioning - believes in bringing the best out of people, motivating them to build physical and mental fitness.
- Completed 7 international certifications/licenses.
- Industry expert/speaker/mentor - for multiple educational platforms conducting webinars, workshops and mentor-ship programs.
- Member of Google's Digital Insider batch of 2020-21, a program for digital thought leaders at Indian School of Business.
- Published Case studies with research and media partners including Google, Facebook, Zapr research, InMobi.
- Completed Data Science Foundation from International School of AI and Data sciences.
- Motorcyclist - Certified Race Track rider.
Timeline
Director - Marketing
Swiggy - Hyperlocal Delivery Unicorn
03.2017 - Current
Marketing Manager
OLA - World No.4 Ride Hailing App & Unicorn
04.2015 - 03.2017
Assitant Manager
Bajaj Auto Ltd - 10 B$ Conglomerate
05.2013 - 04.2015
MBA -
Indian Institute Of Management
06.2011 - 03.2013
Bachelor of Technology (B.Tech) - Electronics & Communication Engineering
National Institute Of Technology
07.2007 - 04.2011
Certification - Software Product Management
University of Alberta
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