Leading a 19 member dedicated P&G media team, reporting directly to the CEO. Driving innovation, integrating knowledge gains, challenging the paradigm and building a future ready system. Increasing target audience bases to ensure trial growth while covering maximum category users. Led the optimization process to achieve the same while saving P&G $12Mil. Initiated passion points strategic framework integrating planning and buying cohesively to ensure long term amplification by associating with strategic platforms.Devised an industry first Exchange program, having planning team members work from P&G offices for 45 days to better understand the brand philosophy and brand management so as to come up with stronger communication strategies.

Management of overall portfolio worth $76Mil consisting of clients such as P&G, Coca Cola and Samsung. Grew the overall business by 23% behind new business development (China Mobile and consulting assignments)Developed a comprehensive local video narrative fusing TV and online video reach curves using the Sainsbury model analysis yielding 7% reducing in CPRP through shifting of 10% of TV budget to video platform.Reduced CPRP by 9%, behind scheduling optimization (through customization of SMGs scheduling optimizer) and rate negotiations.Executed various branded entertainment (Bigg Boss, Master Chef) and content barter deals (People’s choice awards) with multiple local broadcasters, ranging from $100K to $1Mil propertiesEnsured a smooth transition for SMG clients by liaising closely with local TAM agency during the agency’s technological switch from GFK to Kantar (from frequency mapping to audio tracking of content)

Spearheaded the media buying discipline on the P&G assignment, with twin reporting directly to the Group Head Buying and the CEO. Execution of regular media campaign tasks, analyses deliverable, long term strategies and reviews. Ensuring all buying and financial KPIs were met, led innovation in buying approach, data usage & negotiations stratagem, contributing to the unit’s positive PLA maintenance and growth.