Summary
Overview
Work History
Education
Skills
Websites
Personal Information
Training
Certification
Interests
Timeline
Generic
Upasana Pokhriyal

Upasana Pokhriyal

Marketing & Advertising
Gurgoan

Summary

Accomplished and passionate consumer marketing specialist with a strong background in managing and supporting brand communication, brand building, and growth. Actively involved in preparing Go To Market strategies and executing large events for a variety of brands. Skilled in developing tailored solutions for specific customer groups using a mix of media platforms to enhance brand visibility. Experienced in planning, directing, and managing multiple brand campaigns, with expertise in vendor negotiations and client retention. A motivator, leader, and attentive listener dedicated to driving successful ideas through various campaigns over the years.

Overview

18
18
years of professional experience
7
7
years of post-secondary education
1
1
Certification
2
2
Languages

Work History

Deputy General Manager

Tribes Communication Pvt Ltd
GURUGRAM
03.2019 - Current
  • Heading the P&L of the business unit and achieving yearly targets running in Cr.
  • Developed and executed annual business plans, resulting in consistent revenue growth.
  • Managed multiple projects simultaneously while maintaining focus on meeting key milestones.
  • Conceptualized & Executed mid- large events, brand activations and retail brand identity campaigns across FMCG, Durables & OEM industry.
  • Work seamlessly to implement cross media campaigns- On-ground + digital + socials
  • Drive Brand visibility and increase customer recall through innovative activation ideas to drive immediate and long term business objective
  • Monitor & Evaluate campaign performance thereby ensuring better resource allocation campaign wise
  • Drive year-over-year business growth while leading operations, strategic vision, and long-range planning.
  • Facilitated cross-functional collaboration to drive successful project completion within deadlines.

Group Account Director

Ignite Mudra
02.2014 - 02.2019
  • Company Overview: JV Tribes Communication & DDB Mudra Group
  • Building marketing plans, targeted sales campaigns and activated on ground channels to the end of driving consumer awareness and preference.
  • Leading brand building activities like Mall Promotions and in store promotions.
  • Planning and executing campaigns to directly accelerate on ground adoption/revenue growth.
  • Driving product launches, RnR events and internal events on key achievements.
  • Develop POSMs materials for all brand POSM requirements to meet sales.
  • Skilled media buying in OOH, radio.
  • Efficient in planning & handling Virtual/Hybrid Events.
  • Measure campaign ROI, through survey & feedback from audience and lead gen.
  • Visual merchandising & creating brand identity for FMCG & Automobile brands.
  • Successfully planning and developing annual promotional plans for brands.
  • Specify the objective of the year's promotional plan, target group for the promotion, focus states for promotion, month wise activity to be done in Retail & TM/BTL/ OOH & their tentative spends.
  • Prepare comprehensive briefs for teams.
  • Soft training of teams for various projects.
  • Vendor Coordination and Negotiations for smart purchase.
  • Liasoning internally with design & operation team for smooth execution of the campaign to externally with client and their communications team for product related guideline.
  • Devising ROI from the marketing initiatives.
  • Responsible for managing, coordinating & controlling overall operational aspect including revenue growth, Profitability, implementing strategic vision and giving direction to business development.
  • Conceptualization, planning and implementation of innovative and costeffective Brand activation strategies, support brand development plan for entire product portfolio.
  • Conducting strategy planning for enhancing brand image, acceptability and positioning, resulting in visibility and consistent growth in business opportunities.
  • JV Tribes Communication & DDB Mudra Group
  • Major Brands handled: Michelin India, Nissan, Osram Lighting, Casio, 3M, Godrej, Abbott Healthcare,.

Senior Business Manager

Madison World Media
GURUGRAM
04.2011 - 02.2014
  • Planning and executing on-ground Workshops & Events Pan India.
  • Handle the logistics and being responsible for end-to-end execution of events.
  • Collaboration with Growth and Sales Leaders to design and lead the workshops agenda and sessions.
  • Creative designing, Content and Developing Marketing Collateral's and promotional materials.
  • Responsible for Devising, Planning and Executing various Marketing, Brand-building strategies.
  • Supporting in all brand communication efforts including marketing collateral's (brochures, leaflets/flyers, print Ads, hoardings, banners) etc.
  • Major Brands handled: Reliance Telecom, Green lam, Marvel Tea, Mother Dairy.

Regional Business Manager

Industrial Info Resources U.S
GURUGRAM
10.2010 - 03.2011
  • Provided a new direction and thought leadership to the company, developed & implemented business strategies while managed overall profitability of the operations.
  • Efficiently developed a competitive business development and sales strategy, involved in uncovering/creating new opportunities and in identifying dynamic and flexible solutions.
  • Gathered futuristic requirements and represented the customers in company's product creation and innovation processes.
  • Business development & sales of online annual subscription to the information portal.
  • Manage accounts throughout their subscription duration.
  • Handle billing & revenue generation.
  • Supervised team as well as used knowledge of organizational development to lead teams toward reaching goals.
  • Responsible for increasing sales revenues, exceeded targeted goals, developed profitable & productive business relationships and built an extensive client base with distinction of accomplishing multi-fold revenue increase.
  • Strategized long term organization goals to ensure maximum profitability in line with organizational objectives.
  • Major Brands handled: L&T, BHEL, Alstorm, GE.

Business Manager

Indian Petro Group
09.2007 - 09.2010
  • Handled Petroleum, Power/Energy and Fertilizer Sectors.
  • Building new Clientele.
  • Retention of Client through renewal of subscription.
  • Being responsible for the invoicing of all the clients for subscription.
  • Responsible for client queries as well as online queries related to subscription of the website.
  • Client satisfaction through quickly handling of customer queries, grievances.
  • Involved in the finance section of the company in relation to Advance Tax, Service Tax etc.
  • Interface with back office for technical support in case of technical snag.
  • Working effectively within and supporting the immediate Marketing team.
  • Responsible for completing project and meeting deadline and reporting to Director.
  • Organized a one day training workshop on: Carbon-2009 'Preparing for a low carbon economy', held at India Habitat Centre, January 2009.

Education

Bachelor of Arts - English Language And Literature

Gargi College, Delhi University
New Delhi
06.2004 - 06.2007

XII - ISC Board

Convent of Jesus And Mary, Dehradun
04.2002 - 04.2004

X - ICSE Board

Convent of Jesus And Mary, Dehradun
Dehradun
04.2000 - 04.2002

Skills

  • Event (Online Offline Hybrid)

  • Planning & Strategy

  • Key Account Management

  • Media Planning

  • Integrated Marketing

  • Operations management

  • Skilled negotiator

  • Client relations

  • Budget allocation

  • P&L management

  • Customer relationship management

  • Team player

  • Vendor relationships

  • Vendor sourcing

  • Advertising and marketing

  • Efficient multi-tasker

  • Time management

  • Budget development

  • Total quality management

  • Vendor negotiations

Personal Information

  • Date of Birth: 07/08/86
  • Marital Status: Divorced

Training

  • Powergen 2010, Orlando, U.S, 2010
  • Powergen 2011, Perth, Australia, 2011

Certification

Google Digital Garage

Interests

Having deep conversations over a cup of Chai

Music & Dancing

Fashion & Lifestyle

Timeline

Google Digital Garage

02-2021

Deputy General Manager

Tribes Communication Pvt Ltd
03.2019 - Current

Group Account Director

Ignite Mudra
02.2014 - 02.2019

Senior Business Manager

Madison World Media
04.2011 - 02.2014

Regional Business Manager

Industrial Info Resources U.S
10.2010 - 03.2011

Business Manager

Indian Petro Group
09.2007 - 09.2010

Bachelor of Arts - English Language And Literature

Gargi College, Delhi University
06.2004 - 06.2007

XII - ISC Board

Convent of Jesus And Mary, Dehradun
04.2002 - 04.2004

X - ICSE Board

Convent of Jesus And Mary, Dehradun
04.2000 - 04.2002

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Upasana PokhriyalMarketing & Advertising