Last 7 years at IKEA, I have played an integral role in defining and capturing strong market share for IKEA India. Have led multiple functions in marketing, from Communications to Business Operations, being part of the market leadership.Highlights:• Contributed in developing IKEA India positioning, focusing on building brand equity & sustenance• Led market opening campaigns for 3 metro markets and 4 IKEA Stores in Hyderabad, Mumbai and Bengaluru• Developed & implemented digital media strategy for e-commerce launch in India , driven through performance marketing, SEO + SEM.• Contributed in taking the brand recall from 2% to 30% in 7 years• Introduced econometrics to enable data & insight-based marketing, leading to higher reach, smart media choices with a strong focus on ROI• Helped the brand achieve leadership position in the market with category market share of 18% • Championed Bengaluru market opening with disruptive innovations, leading to 110% of revenue target and achieving 3x of visitation goalAccolades:Awarded for Hyderabad opening campaign and innovations at AAAI, DMA. Represented IKEA at various marketing forums – CMO Asia, Exchange4Media, Group M global initiatives, Google India forums, Radio Mirchi, DMA. Imparted Marketing & Media sessions at SIBM Pune, Flame University, IIM Jammu.Growth Path at IKEA:• Marketing Head, Karnataka – 2021 to October 2022• Country Media Manager - 2019 to 2021• Country External Communications & Media Manager – 2017 to 2019• Publications Specialist – 2016 to 2017

Spearheading country's strategy and planning for all media led initiatives and ecommerce marketing . Leading a team of over 15 external partners from the agency.

Responsible for planning, designing and implementing marketing communication for the brand with relevant & sustainable strategy, ensuring to reach the TG through a well-designed media approach. Handled a budget of approx. INR 850 MN. Led a team of over 25 external partners from the creative and media agency.

Led research, planning and implementation of Catalogue and all printed medias in early days of IKEA India. Created strategy framework for launching the Catalogue for India market.

As part of the country management, I was responsible for devising retail strategy for clients, keeping focus on revenue growth, expansion and consumer experience. Key projects included formulating retail & GTM strategy for a leading grocery brand. Clients spanned across Fashion, Lifestyle, Grocery and Big Box Stores.

As the Vertical Head, was responsible for expansion & management of the company owned & franchisee stores in Gujarat. Reporting into the CEO, this role required working in close co-ordination with state leadership & national retail team. It ensured compliance with national strategies, while delivering strong local competitive edge. With annual revenue of INR 840mn, one of the key tasks was P&L responsibility for existing 96 franchisee stores, 4 company-owned stores and 2 concept stores; along with business operations, talent management and customer lifecycle management. Launched 2 franchisee stores in a years’ time.

My journey at Vodafone started in Corporate Marketing with the brand transition from Hutch to Vodafone. Led and experienced multiple marketing verticals in this tenure: External Communications, PR, Retail Design Thinking, Rural Marketing, Enterprise Communication, Handset & Data Communication, Sports Alliance, National & International events. Elevated as Brand Head in 2010 for Vodafone, Delhi.Highlights:• Played a key role in building the brand during the migration from Hutch to Vodafone; fastest and most comprehensive brand transitions in the history of the Vodafone Group, with 400,000 multi brand outlets, 350 Stores, 1,000 Mini Stores, 35 mobile stores and 3,000 touch-points rebranded in two months, 90% completed within 48 hours of the launch• Through 360 marketing campaigns across 23 circles, earned high reach and brand visibility; resulting in customer acquisition from 30mn in 2007 to 130mn in 2011• Launched some iconic campaigns – You & I, Zoozoos, 3G launch• Led the retail design thinking for the new Vodafone Stores, in collaboration with Fitch• Conceptualized and implemented rural marketing campaigns across the Indian villages of 20k+ population through Mini Stores, wall branding, OOH & merchandising to gain market share and brand reach• To attract a diverse target audience, led and implemented multiple strategic tie ups – MTV Splitsvilla, Big Boss, IPL, Vodafone airship with Lightship Asia Pacific, McLaren, Indian Grand Prix, etc.• Led the marketing & retail campaign for the first ever handset launched by Vodafone – Magic BoxAccolades:Awarded ‘Best Service Brand' by Brand Equity (2010) | ‘Campaign & Brand of the Year' at Effies (2009) | Campaign of the year' award for Zoozoos at Brand Equity Awards; also nominated at Cannes Ad Fest (2010)Growth Path at Vodafone:Brand Head, Delhi, NCR – 2010 to 2011Senior Brand Manager, Corporate – 2008 to 2010Assistant Brand Manager, Corporate – 2006-2008

As a client servicing specialist, handled diverse set of Industries – E-Com, FMCG, Pharma, etc. My key role was account planning and new business development. Key Accounts: ADF (American Dry Fruits - advertising created for APAC, UK), Lacto Calamine, Rediff.com, Godrej and Monsanto