VAIBHAV KULKARNI
Mumbai
Summary
Results-driven Marketing Veteran with forward-thinking approach centered on company success and competitive growth. Demonstrated record of success in building successful teams and managing profitable operations.
Overview
13
13
years of professional experience
3
3
Languages
Work History
AVP, Branding & Communications
Finvasia Securities
Mumbai
03.2023 - 10.2023
- Created an impactful GTM strategy and annual marketing plan, within the budget and to meet objectives
- Conducted Brand and Media Audits for fine-tuning brand positioning and goal assessment
- Created a 15+ member Marketing team with training, SOPs & processes, fostering a culture of collaboration
- Improved the Customer Lifetime Value (CLV) through effective retention, upselling, and cross-selling strategies
- Supervised testing and running ROAS optimized sales funnels for Awareness and Leads: Meta, Google, news media and email campaigns
- These ads were targeted and retargeted based on TG data collected internally
- Oversee social media strategy and community management with engaging visuals, articles, and videos, tailored to each platform
- Strengthened niche media relations in BFSI beats, to secure positive coverage, better sentiments and improve the brand’s share of voice
- Pushed for earned PR exposures in niche media with articles, interviews, podcasts, event speakerships, etc
- Represent the brand at various industry association events for awards and to network
- Streamlined internal operations, optimizing processes from customer support to communications, onboarding to exit strategies, and engagement to promotions
- Led cross-functional crisis response training, ensuring brand resilience in challenging situations
- Successfully launched an AI-feature, working closely with the development, legal, and external audit teams
- Monitored marketing performance and effectiveness, and implemented course corrections for optimization
- Support Function:
- Collaborated with leadership to redefine the business Vision and Mission in India, along with the brand identity
- Helped in identifying new growth opportunities for the category and in creating internal business reports
- Achievements:
- Annual brand planning and negotiations resulted in 27% reduction in brand spends (Y-on-Y)
- Significance within 6 months – 46% growth in app installs, 36% growth in social reach and 300+% surge in media exposures (coverage), Avg
- Cost per acquisition (CPA) reduced by 7.5%
- Demonstrated adept crisis management skills during a high-profile PR incident, safeguarding brand reputation effectively.
Marketing Manager, Public Affairs & Communications
Swift
Mumbai
07.2020 - 02.2023
- Budget Management: Managed a highly B2B focused budget of INR 1.8 to 2 crore, tailored to the highly niche target group of top-tier bankers
- Brand Growth: Achieved 10-15% YoY growth in brand representation, engagement and reach
- Media Share of Voice (SOV): Spearheaded a 35% surge in media coverage in just 14 months, including an impressive 4x growth in Category A media coverage, elevating brand visibility
- Community Engagement: Achieved a remarkable 9% growth in community engagements through non-customer events, influencer collaborations, and dynamic social media initiatives
- Internal & Board Communication: Planned targeted communication to all stakeholders through letters & newsletters, ensuring comprehensive sales support and board interventions, fostering seamless information flow and strategic decision-making processes
- Industry Engagements & Events: Orchestrated 15+ C-suite events (35-50 participants/event) and 20+ mid-management events (250-500 participants/event) in over 18 months, driving impactful industry engagement
- Innovative Initiatives: Pioneered SWIFT’s inaugural ‘Student Challenge’ for leading Indian B-schools, providing global exposure and nurturing emerging talent
- Government & Industry Relations:
- Developed invaluable connections with Sr
- Government officers (IRS, IAS) in 14+ States: Offices of Revenue, Finance, Registration departments, Indian Banks’ Association
- Jointly launched a digital B2B service with Sri
- Ravindra Jaiswal, Minister of UP state (March 2021)
Asst. Marketing Manager (India & Philippines)
Kingston Technology and HyperX
09.2013 - 06.2020
- Managed extensive marketing activities for both brands simultaneously.
- Budget: Managed annual budgets ranging from INR 2-2.5cr, resulting in a consistent 15-20% YoY sales growth.
- Rebranding Triumph: Orchestrated a 6-month rebranding campaign for HyperX in India (2015), achieving a remarkable 70% target group (TG) media mind-share and capturing an outstanding 73% market share by 2016.
- PR Pinnacle: Achieved a remarkable organic PR reach of 1.3 billion+ through 800+ high-impact articles, setting a global benchmark in 2019.
- Event Mastery: Directed 50+ sales-linked product launches with strategic media, influencer, and ad campaigns, significantly enhancing brand presence.
- Stakeholder Relations: Cultivated key partnerships with trade/channel partners, key customers, agencies, media, associated brands, community influencers, vendors, and government officials.
- Influencer Program: Pioneered a high-impact Organic Influencer Program in India, amassing a far-reaching audience of over 1 million, further strengthening our market presence (2018).
- Led ROI-driven marketing campaigns with industry stalwarts like Shah Rukh Khan, Yami Gautam, Ayushman Khurana, prominent RJs, VJs, top-tier gamers, and renowned brands.
- Community Catalyst: Initiated the 'Gaming Café Alliance', generating an impressive tally of over 80 B2B Sales orders within just five months (2016), showcasing strategic community-building prowess.
- Strategic Collaborations: Forged impactful co-branding and promotional partnerships with industry giants, amplifying brand reach.
- Diversification and Expansion: Introduced new tools for promotion including influencer outreach programs, e-commerce listing, PR messaging and outreach, social promotions, and brand collaborations, driving brand diversification and market expansion.
- Effective Reporting and Campaign Analysis: Implemented rigorous reporting and analysis processes, conducted weekly, monthly, quarterly, and annual assessments to track campaign performance and ensure strategic alignment with business objectives.
Corporate & Tech PR
ASUS Technology
11.2012 - 08.2013
- Managed content on company website, delivering prompt updates during emergency situations.
- Developed familiarity with company services and promotions to accurately respond to customer inquiries.
- Worked closely with business partners to develop consistent messaging across platforms and departments.
- Developed and nurtured meaningful relationships with key media.
- Created high-quality press releases, blogs and newsletters.
- Performed tasks and projects as assigned by director of marketing.
- Used various social media platforms for media and blogger outreach.
- Supported public relations managers with writing, researching and preparation of materials
- Engaged in professional networking to maintain strong relationships with communications and media professionals to drive partnerships and effective dissemination of mass communications.
- Cultivated strong relationships with media representatives to secure widespread coverage and feature stories.
- Created and executed targeted PR campaigns to raise awareness of organization and initiatives.
- Managed media relations for organizations to produce successful results.
- Drafted press releases detailing relevant newsworthy information and supporting brand image, and worked with news media to spread positions.
- Facilitated press conferences and other outreach events to raise visibility of organization.
- Conducted media relations and responded to media requests for information.
- Studied objectives, promotional policies or needs of organizations to develop public relations strategies influencing public opinion or promoting ideas.
- Monitored media coverage and produced detailed reports to analyze impact of PR efforts.
- Collaborated with internal and external stakeholders to identify key messages and create compelling content for press releases and other materials.
PR Account Executive
The PRactice
01.2011 - 08.2012
- Developed brand media relations strategies that bolstered community awareness and knowledge.
- Coordinated press releases and handled press inquiries for 16 companies,
- Used Multiple tools to create and distribute press releases to media outlets.
- Oversaw social media presence and aligned posts to include branding and trending ideas.
- Developed and promoted corporate brand, images and identity to media and public.
- Increased brand awareness through development and implementation of successful public relations campaigns.
- Cultivated strong corporate image and identity with clear branding.
- Researched latest market trends and analyzed data to develop public relations strategies and tactics.
- Reviewed marketing materials and documents for brand accuracy and trending design.
- Collaborated with other departments to develop integrated branding and public relations strategies.
- Built and strengthened industry partnerships to improve product placements, amplify coverage and maximize effectiveness of marketing strategies.
- Managed editorial calendars and rescheduled PR events and meetings.
- Created and implemented systems and processes for monitoring media coverage.
- Led crisis communications and media relations activities in response to challenging situations.
- Identified metrics to measure and evaluate effectiveness of public relations campaigns and initiatives.
- Authored fresh and engaging press releases and prepared complete press kits.
- Drafted speeches for company executives and advised on media talking points.
- Fostered positive relationships with key business journalists in national and trade publications.
- Prepared RFP and RFQ responses for new business pitches and presentations.
Education
MBA - Marketing Management
Mumbai University
2017
GNIIT - Software Engineering
NIIT Institute
2009
Fundamentals of Digital Marketing, Google Academy VUCA Leadership, Great - undefined
2022
Skills
- Brand Positioning
- GTM Strategy
- Media/ Public Relations
- Customer Experiences and Retention
- Budgeting with P&L
- Developing Marketing Communication (ATL/BTL/Digi/Social)
- Optimize TOF & BOF leads and reach
- Creating Event IPs and Speakerships
- Optimizing ROAS in Paid Media and Sponsorships (Digital Social)
- Business Development,
- Press Conferences
- Industry Collaboration
- ORM
- Product & Brand Launches
- Creating Value-based Content
- Research based Social media campaigns
- Crisis Risk Mitigation
- Cost Negotiations
Accomplishments
- Focused deliverables:
- Created an impactful GTM strategy and annual marketing plan, within the budget and to meet objectives.
- Conducted Brand and Media Audits for fine-tuning brand positioning and goal assessment.
- Created a 15+ member Marketing team with training, SOPs & processes, fostering a culture of collaboration.
- Improved the Customer Lifetime Value (CLV) through effective retention, upselling, and cross-selling strategies.
- Supervised testing and running ROAS optimized sales funnels for Awareness and Leads: Meta, Google, news media and email campaigns. These ads were targeted and retargeted based on TG data collected internally.
- Oversee social media strategy and community management with engaging visuals, articles, and videos, tailored to each platform.
- Strengthened niche media relations in BFSI beats, to secure positive coverage, better sentiments and improve the brand’s share of voice.
- Pushed for earned PR exposures in niche media with articles, interviews, podcasts, event speakerships, etc.
- Represent the brand at various industry association events for awards and to network.
- Streamlined internal operations, optimizing processes from customer support to communications, onboarding to exit strategies, and engagement to promotions.
- Led cross-functional crisis response training, ensuring brand resilience in challenging situations.
- Successfully launched an AI-feature, working closely with the development, legal, and external audit teams.
- Monitored marketing performance and effectiveness, and implemented course corrections for optimization.
- Supported:
- Collaborated with leadership to redefine the business Vision and Mission in India, along with the brand identity.
- Helped in identifying new growth opportunities for the category and in creating internal business reports.
- Achieved:
- Annual brand planning and negotiations resulted in 27% reduction in brand spends (Y-on-Y).
- Significance within 6 months – 46% growth in app installs, 36% growth in social reach and 300+% surge in media exposures (coverage), Avg. cost per acquisition (CPA) reduced by 7.5%.
- Demonstrated adept crisis management skills during a high-profile PR incident, safeguarding brand reputation effectively.
Timeline
AVP, Branding & Communications
Finvasia Securities
03.2023 - 10.2023
Marketing Manager, Public Affairs & Communications
Swift
07.2020 - 02.2023
Asst. Marketing Manager (India & Philippines)
Kingston Technology and HyperX
09.2013 - 06.2020
Corporate & Tech PR
ASUS Technology
11.2012 - 08.2013
PR Account Executive
The PRactice
01.2011 - 08.2012
MBA - Marketing Management
Mumbai University
GNIIT - Software Engineering
NIIT Institute
Fundamentals of Digital Marketing, Google Academy VUCA Leadership, Great - undefined
Work Preference
Work Type
Full TimeWork Location
On-SiteRemoteHybridImportant To Me
Company CultureWork-life balanceCareer advancementPaid sick leaveHealthcare benefitsPersonal development programsWork Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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