Aditya Varanasi Email & Phone Number

Frisco, Tx

Founder and CEO of a Digital Marketing Company that makes targeted display advertising affordable to businesses of all sizes through a subscription model and all-inclusive pricing.

Dallas/Fort Worth Area

Recruited to start up new Commercial Insurance Company under Dhandho Holdings Corp. -Created and developed an all new brand, CoverageHQ, to sell Commercial Insurance online -Completed company registrations, legal documents, developed IT infrastructure, hired team, and launched website within 5 months of hire-After the launch in Texas, nearly 200 companies started applications for Commercial insurance online within first 3 weeks from preliminary marketing efforts-Developed year long marketing plan with focus on minimizing acquisition cost and maximizing conversion rate through SEO, brand building, and improved operations

Plano, Texas

-Responsible for $150MM portfolio of brands, including Lay’s Stax and Cracker Jack-Identified opportunity to double the size of Cracker Jack brand by restaging for todays families due to declining relevance with kids, and developed ground up strategy which included product upgrades, prize/size architecture optimization, targeting key customers/channels, innovation priorities, marketing communications, consumer strategy, packaging, and PR-As part of restage efforts, transformed Cracker Jack brand into a 100% Social Media brand, which garnered coverage from publications including AdWeek and the New York Times, with PR campaign generating over $27MM in media value with only a six figure investment-Championed partnership with Macy’s to develop PepsiCo’s first ever float in the Macy’s Thanksgiving Day Parade, which drove over 1BB impressions for the brand in the first year. Partnership was selected due to overlap of consumer target between Macy’s and Cracker Jack to reignite the brand on the second most watched television event of the year-Developed a re-launch strategy for Lay’s Stax projected to increase size of brand by 50% by tapping into key consumer insights and drivers of demand to influence price size architecture, packaging, marketing communications, and innovation priorities-Developed entirely new proposition, Chester’s Poppers, for launch in Wal-Mart. Proposition was designed to be a branded, high quality competitor to private label snacks and was priced at $1.98. Collaborated with Wal-Mart Salty Snack buyer to develop proposition, which lead to 3pts of share gains for Frito Lay in Wal-Mart in 2014

Plano, Tx

-Developed innovative new shopper marketing model in newly created role to activate top regional grocers with unprecedented scale and efficiency, resulting in 10-20% more perimeter space for over 40% of the supermarket channel, fueling over $10MM in incremental volume -This model relied on digital programs, and consumers engaged with these programs at 2-3x the rate of Frito Lay benchmarks for other comparable programs-Collaborated closely with sales team to implement model and championed a new approach despite various concerns and objections along the way-New model resulted in participation from all targeted regional grocers, and was so successful that all of PepsiCo leverages this model, and has expanded use to many national accounts-Led marketing content at customer growth summits and presented to senior leadership across numerous supermarket customers, leading to sell in of this new operating model and acceptance of Frito Lay innovation-Successfully launched locally relevant innovation, Sabritas Fiesta Mix, including product development, launch strategy, and trial driving activation/advertising which delivered over $7MM of sales post launch

-Led development of 2012 Cheetos Brand annual operating plan while the Brand Marketing Director was out on maternity leave and her role was not backfilled. Collaborated with agency partners, cross-functional partners, and consumer insights, to define and deliver plan for 2012 growth targets. Plan included pricing, promotions, innovation, and communication strategy with a new consumer target and refined positioning. The AOP delivered an additional 4% growth vs prior year-Co-developed Cheetos brand Strategic Business Review and identifying opportunity with new consumer target and new consumption occasions, which lead to key planks leveraged in AOP.-Developed 2011 brand activation calendar, including channel and customer programs, innovation, and third party partnerships to continue to drive growth amidst a 50% reduction in activation spending -Lead cross functional team, including Finance, Operations, Purchasing, and R&D, managing day to day operations of the business and commercialization of new product offerings-Managed Cheetos A&M budget, including recommendations for key investments by understanding ROI of various marketing levers-Responsible for business tracking and analysis for a $1 Billion+ brand, by partnering with Finance to develop forecasts, identify key drivers, and plan for overlaps to deliver continued, sustainable growth, and for providing key business updates to upper management-Worked closely with customer sales teams to develop customer and channel specific brand activation to drive continued growth and manage customer relationships

-Developed new business opportunity, valued at over $750MM, to increase household penetration in under-served homes-Led and managed cross functional teams, including Finance, Operations, Purchasing, and R&D to manage day to day operations of Multipack business

-Managed three Advertising Agencies to deliver an integrated, 3600 campaign which included television, print, and championed Frito Lay’s first ever large scale digital and social campaign-Led development of Campaign Website, www.awomansworld.com, including all Webisodes, games, contests, and all other content. Website traffic eclipsed 1 Million visits in only 3 months-Produced 17 “Webisodes,” online episodes, of a new animated series for women, with two Webisodes becoming AdAge viral video of the month in June ‘09 and July ‘09-Managed creative development and media placement of 12 print advertisements that appeared in National publications, such as People Magazine, Us Weekly, and Cosmopolitan Magazine, and lead development of 7 digital banner ads which achieved hundreds of millions of impressions and exceeded typical click-through rates for on-line ads-Developed and implemented strategy to expand on-line reach via creation of YouTube Brand page, which at one point became the #3 YouTube brand page in 2009; ahead of brands such as Nike, Porsche, Pepsi, and Apple-Led development and execution of PR and Social media strategy which created a Facebook fan page that grew to 60,000 fans in only 4 weeks, and generated over 157 Million PR impressions, exceeding campaign target of 73 Million impressions by over 115%, including mentions in the New York Times, The Londoner, and The Economist-PR Campaign won a Silver Anvil and the Advertising Campaign won a Silver Effie in 2010

-Led full transition of the production of $80 Million business to a new contract manufacturer working closely with Contract Purchasing Division. Developed and implemented new work processes to better define roles and responsibilities between R&D and Operations team, resulting in improved ability for R&D to focus on pipeline innovation-Responsible for managing a $10 Million+ R&D budget-Led development of corporate strategy on defining fruit serving claims, working closely with legal and regulatory teams

-Led initial product and equipment development on several new initiatives totaling over $150 Million annually by collaborating with cross functional teams from Marketing and Finance -Developed innovative, cost effective solution to improve the shape of Tostitos Scoops when initially launched product did not deliver against targeted design-Led initial product and equipment development on several new initiatives totaling over $150 Million annually by collaborating with cross functional teams from Marketing and Finance -Developed innovative, cost effective solution to improve the shape of Tostitos Scoops when initially launched product did not deliver against targeted design-Led development, design, and commercialization of Lays Stax packaging components-Earned 3 utility patents for innovative new packaging designs-Managed development of over $6 Million of business with new suppliers, including minority businesses

Master Of Business Administration - Mba, Business, Management, Marketing, And Related Support Services

B.S, Chemical Engineering

Activities and Societies: Purdue Orchestra. President of Dormatory. Intramural sports. Resident Assistant (2 years)