Adrigo Insights is a SaaS solution that bridges Social Media platforms with common metrics that enable marketers to make an apple-to-apple comparison of content and media performance. My role is to start conversations, build partnerships and support customers in getting more out of their investments in Digital marketing.

Reporting into the Global Director for Asia Pacific (social media and consumer engagement), following is an overview of my key responsibilities.1. Led the partnership with cross-functional team of brand marketers, creative partners, public relations, integrated marketing experiences (IMX) and Customer teams to deliver cohesive and integrated consumer-focused online experiences.2. Activated digital-first programs for Olympics, Commonwealth Games, ICC Cricket World Cup, Indian Premier League and FIFA World Cup, with external media agencies and vendors.3. As the subject-matter-expert, instituted trackers to monitor consumer channel behavior and trends; then, translate these trends, business objectives and brand priorities into compelling agency briefs and media strategies.4. Implemented series of live-monitoring and reporting programs to overhaul legacy metrics systems and leverage select metrics for day-to-day brand reviews and post-campaign analysis.5. Conceptualized and led the implementation of the first digital path-to-purchase program to assess factor on social and digital platforms that convert a monthly consumer to a weekly plus drinker.6. Drove execution and delivery of multiple connection programs to achieve goals, optimize efficiencies and deliver on consumer engagement objectives.

Reporting into the Chief Digital Officer in India, the role was spread across four key functions;1. Digital Marketing: Digital media planning and investments, nurturing core partnerships that drive reach and / or engagement, driving audience segmentation, regionalization and developing personalized experiences. Additionally, leveraging the science of ad tracking and serving to make informed decisions that have a business impact. 2. E-commerce: Strengthening relationships with key partners to develop efficient digital shelves, offers and co-branded campaigns to drive sales. Further, implement long-term campaigns with Food Aggregators to increase incidence.3. Data and analytics: Work with internal stakeholders and media partners to build sustainable cross-media performance study; in addition to building an owned consumer engagement asset that collects first-party data. Second-party data collaboration for a DMP, reporting, digital consumer panels, A/B testing and brand-lift studies are an integral part of the day-to-day.4. Social Media Center: Leading the operations of Social Listening, Monitoring and Engagement center designed to deliver consumer experiences on social platforms.5. Led negotiations in paid media investments against national and local digital media, social and search efforts with the support of media agencies.

Seconded at Coca-Cola India to Lead its Social Media Command CenterWon 27 industry recognitions, including 4 APAC-level awards, in the last 4 years for providing strategic inferences on consumer, brand and competition using Social Listening; Driving media (investment) efficiency; Leveraging Data Analytics for business impact, Digital campaigns, content creation and viral marketing. These include; Business World Digital Planner of the Year 2016, EMVIES, IDMA, ACEF, Big Data & Analytics awards, IAMAI; amongst many others.Highlights1. Building Samvaad from a 3-member Social Media Centre for listening; to, a 7-member Digital Experience Centre that offers listening and monitoring services across functions, seeds positive conversations, provides social analytics, digital media plans and above all, new-age tech and gaming expertise to fuel customer engagement2. Year-on-year leveraged trends and consumer insights to build high-engagement award-winning campaigns like; Feature-phone targeted Facebook program (listed on Facebook as a top case), and personalized celebrity-powered ‘Coke Wishes’ campaign3. Built the first live-wire room in India in 2014 during FIFA to sharply target football-lovers in the country. In 2018, it has expanded into a war-room that delivers conversations for 5 brands in 6 vernacular languages for IPL games4. Continuously piloting new-technologies based on consumer behavioral trends. It includes; India’s first touchless vending machine, one of India’s largest gathering for sampling using mixed-reality, and Diljit Dosanj's interactive Hologram5. Collaborate with multiple creative, servicing, technology and the website teams at the agency to deliver a cohesive and consistent communication across digital platforms. The award-winning ‘Contextual-targeting’ campaign for Sprite is a great example of this6. Established the data analytics practice that defines key metrics for success of campaigns on social platforms by brands objective

Maintain active and engaging social communities across all Samsung online media channels through effective content and media strategies.Key responsibilities:Enforce Samsung’s Social Media Guidelines across all active channels.Develop Social Media strategies for products-based digital campaigns.Manage content for social media conversations and activities. Cultivate a social presence and activate community groups for Samsung brand and products.Post content for feeds and discussion-starter topicsProvide appropriate responses to consumer questions, complaints and concerns about Samsung products, working in partnership with Local Samsung staffReview and respond to consumer-generated comments in order to foster a positive community environment and add value to the consumers’ experience as outlined in the editorial calendar. Provide data to the regional SMD on a monthly basis, via logging and insights from analytic tools and channel insights

Develop/implement social media strategies to promote thought-leadership (including, articles, whitepapers, webinars and other online events), and build a ‘listening post’ in Noida to track consumer behavior on various parameters.Indulge in social networks – primarily LinkedIn and Twitter – to strengthen Dell’s ‘circle of influence’, engage consumers, initiate conversations and improve consumer sentiments.Write compelling thought-provoking pieces (including articles, whitepapers, study, etc.), op-eds and online content for the Healthcare and Consulting sectors.Study the viability and impact of innovative (including multi-media) vertical-specific content to judge whether it has the potential of going ‘viral’.Frequently used tools/apps include: Radian 6, Tweetdeck, Hootsuite, bit.ly, RSS, Snackr, KLOUT and Tweetreach.

Writing: To write features/ articles/ stories on topics such as Application Development, Enterprise Applications, Finance & Accounting Outsourcing, Knowledge Process Outsourcing, Innovation and Transformation, and Benchmarking and Performance Management.Social Media: Initiate campaigns to increase traffic to the online registrations page and the website, and also increase the Twitter and LinkedIn followers.Operations: Plan for the stories in the weekly newsletter. Decide upon the MDP story of the month. Promote latest news/ stories on Twitter, LinkedIn, Digg, Propellor, Delicious, dotnetshoutout.com, and mixx.com.Team management: Managing the team output. Encouraging and motivating the team to achieve their goals.Training the team to use social media to promote their stories.

Some of my key responsibility currently are;Customer relationship management: Member of the two-person team managing relations with different departments at the Penguin Group. Partner management in the U.K.Company empanelment: Empanelment specific campaigns are conducted specifically for the U.S. and the European markets (excluding the U.K.). The purpose of these campaigns is to empanel our company in the 'approved service providers' list of large-sized publishing companies.Proposal and customized presentation development: Few that I independently worked on are the proposals for Thomas Nelson - U.S., FAO (United Nations, Italy), and UNEP (United Nations, Nigeria).Planning and execution of lead generation campaignsChannel Partner Program set-up and managementDatabase creation and managementPre-sales pipeline managementMarketing communication development

My key responsibilities were;Marketing communication DevelopmentMarket intelligence gatheringChannel Partner Program set-up and managementDatabase creation and managementOutreach program: It is one of the most effective programs I have conducted in the company. This on-going campaign has been divided in two modes; the tele-calling and new-media campaign. It has a phenomenal record of generating 5-6% of positive responses.Pre-sales pipeline managementMedia analysis

My job role involved;Initiating new ideas and enhancements to meet existing or anticipated client needs.Design and develop new-media solutions to be integrated with the clients marketing plans. Prioritize client requirements; track client’s product development and develop product launch plans. Engage closely with the editorial and execution team to help determine the best implementation methods as well as a reasonable execution schedule. Work with a cross-functional internal team Offer media solution that comprise of Print, online and face-to-face activities.Key accounts I service are Sony, HP, Canon, Tech Mahendra, Microsoft, Samsung, Brocade, Xerox, Reebok and Yahoo.As for the on-line properties, sites that I have promoted include zdnetindia.com and crn-india.com.Pomoted face-to-face events like the enterprise event-CTO Forum in Paris, consumer event- India’s Biggest Gaming Event- SKOAR! 2006 and also CARE which is a 16 city initiative.

Managed a cross-functional team of writers, marketing executives, designers, developers and support functions to launch a magazine into the testing marketplace. In addition, I interacted with strategic partners and was required to understand their business objectives, and present the advantage of our magazine to the strategies of senior executives at these organizations.Key responsibilities included:Magazine registrationCosting and budgetingDefining Technical SpecificationsMarketing, Designing campaigns & PromotionSourcing ArticlesAdvertisements SalesSubscription Campaigns, Press conferences and SeminarsManaging a team of 6 people

Some of my key responsibilities and achievements are as follows;Online Marketing of the Website globalindianme.com.Marketing & Promoting the magazine- Global Indian Magazine. Targets Achieved: Rs.35,75,000Aggressively promoting the magazine and enhancing PR with the existing Clients. Marketing outdoor media including Front Lit Fence Hoarding and Box lit Benches especially for the Global Village at the Dubai Shopping Festival 2005. Targets Achieved: Rs.1,82,00,000