A Marketing and communications professional with over two decades of rich experience, spread across financial services, telecom, NBFC, FMCG and cement. Hands on experience in product and corporate branding, go-to-market strategy, advertising, media planning & buying, digital & social media and PR with a mix of experience of working with both corporate as well as communication agency.
Building a purpose-led organizational brand and aligning product brands to the corporate purpose has been the fundamental scope across my career span. I have been responsible for initiating, overseeing and executing marketing campaigns, product launches, promotional events/activities, sponsorships/alliances, development of positioning / messaging and provide PR counsel to internal clients, manage expectations and educate as necessary.
KEY DOMAIN STRENGTHS
Brand strategy (Positioning, portfolio and architecture)
Marketing strategy and communications
# Marketing strategy development and implementation
# Digital marketing
# Online reputation management
# Social media & new age media
# Consumer research and insights
# Corporate Communications and PR
# Crisis Management
# Media Planning
# Strategic focus
# Inspirational Leadership
# Result orientation
# Entrepreneurial skills
# Out of the box thinking
# Managing matrix environments
Experience Deepak Fertilisers and Petrochemicals Corporation Limited (DFPCL) (January 2014 – till date) – Head Corporate Communications
DFPCL is one of the leading fertilizers and industrial chemicals manufacturers of the country. The company produces products that are vital to the key sectors of agriculture, mining, infrastructure and pharmaceutical that directly impact the Indian economy. In business since the past three and a half decade, the company is at a crossroad of redefining its purpose, values and brand attributes.
As the head of corporate communication, I have been instrumental in developing the brand architecture and defining product hierarchy that has enabled businesses to build category brands and also build an umbrella brand for each business.
I have been instrumental in building the reputation of the organization and its management team through appropriate media opportunities and also creating a thought leadership positioning for them. Crisis management has been at the heart of the company in the recent past given the hostile takeover of Mangalore Chemicals and Fertilisers Limited, discontinuation of natural gas and import policy of ammonium nitrate. Over the past one year and a half, there have not been any negative news that could impact the company adversely.
Innovation and customization is at the core of the company which has led to launch of many pioneering products and concepts.
Ketchum Sampark (April 2010 – December 2013) – Co-Head Finance Practice, Executive Vice President (Promoted from Senior Vice President)
Ketchum Sampark is a leading PR agency of the country. Ketchum, a leading Global communication agency and a part of Omnicom Group, took majority stake in Sampark PR in August, 2011. Ketchum has operations across 65 countries.
Finance Practice at Ketchum Sampark services some of the most reputed brands in the financial services space spread across banks, insurance, mutual funds, stock exchange, broking & distribution, private equity and NBFC. Responsible for developing media strategies to build corporate and key executive profiles in conventional as well as new age media, managing crisis, online reputation management and innovative out-of-the-box non-media outreach programs.
GTL Ltd. (September 2005 – March 2010) – Associate Vice President Corporate Communications (Promoted from Senior Manager)
The largest telecom ancillary company with business operations spread across 44 countries providing network services and passive telecom infrastructure to leading telecom services providers. The group (Global Group) has 6 operating companies, out of which two are listed on the Indian stock exchanges.
Lead brand and marketing programs' conceptualization, creation, development and execution. Responsible for brand, communication, activation and media across conventional and new-age media (specific focus on internet) for all brands. The role included managing marketing, communications, synergies in brand identity and building a corporate brand across all the group companies of Global Group and its associate companies.
Birla Sun Life Insurance Company Limited (April 2003 – July 2004) – Assistant Manager Communications and Sales Promotion A leading name in life insurance and part of the Aditya Birla Financial Services Group.
The role encompassed managing the communication, sales promotion, developing relationships with industry associations and creating visibility platforms, internal communications, events and incentive programs for their key business segment, the direct sales force which had presence in 44 cities and target group of 15,000 agents.
Motwani Enterprise (Jan 2001 – Apr 2003) – Brand Manager
This was the holding company for Roofit Industries, Vivita and Nestler Ltd. Businesses were spread across plasters & building materials, beverages like fruit drinks, single use sachets of ice tea, coffee & hot chocolate and first time ever in India, pre-mixed mocktails.
Lead brand and marketing programs' conceptualization, creation, development and execution. Responsible for brand, communication, activation and media. Product launches, new market entry strategies, large scale events, strategic partnerships with other leading brands, in-film advertising, BTL activities and PR were some of the key responsibilities.
Indo Rama Cement Ltd (July 1999 - Jan 2001) – Corporate Communications Executive
First venture of Mr. O P Lohia Group (Indonesia based group) in India and first time ever manufacturing unit of slag cement in Western India.
Responsibilities included product launches, advertising, dealer promotions and incentive programs, outdoor campaign, developing marketing collaterals and event management
April 93 – Jul 99 - I started my career by a self-owned marketing and advertising agency "Maestro Communications" providing creative and promotional solutions to some of the leading brands of the country including Standard Chartered Bank, J L Morison, Reliance Communications, General Motors, Hindustan Pencils etc.
A commerce graduate from Mumbai University with a certificate in MDP from IIM Ahmedabad