Rajiv Jadhav – Digital Marketing/Strategy (Social, Mobile, Gaming)
http://www.linkedin.com/in/rajivjadhav |516-451-7759 | rajivness@gmail.com
HIGHLIGHTS:
o Entrepreneurial, self-starter, goal oriented team player, effective communicator and problem solver.
o Single handedly managed all 25 brands of Unilever India’s $5.8M digital business at Mindshare.
o Launched Citi’s Acquisition Email (ECM & Prospect) for Cards (CBNA)
o Comfortable with leading and closing negotiations with publishers and internal/external partners
o 2 Masters: 1. Emerson College – Global Marketing, 2. New Jersey Institute of Tech – E-commerce Management
o WORK AUTHORIZATION – GREEN CARD.
TECHNICAL SKILLS:
o Digital Media: Nielsen Netrating, Ad Relevance, Mintel, ComScore, Alexa, Google Analytics & Alerts, Quantcast, Hoot Suite
o Business: Microsoft (MS) Office 2003/07, MS Outlook/Visio/Publisher/Project, Lotus Notes, SharePoint
o Design: MS FrontPage/Moviemaker/paint.net, Adobe Photoshop/Audition/Premiere
DIGITAL MARKETING EXPERIENCE:
Citi (CBNA), LIC, NY SVP – Digital Acquisition – Emerging Channels Jun’11 to April’12
Responsibility Areas:
o Test and launch emerging channels (Stream of Commerce [SoC], Prospect Email, Social, Mobile) for Card Acquisition
o To innovate and streamline processes in said channels and establish success metrics after developing the strategy/roadmap
Achievements:
o
Launched Citi’s Prospect Acquisition email channel by identifying, screening, short listing potential vendors and by partnering with key stakeholders across the organization (Compliance, Risk, Control, Privacy, Legal, Procurement, Marketing Info. Mgmt [MIM], Info Security, etc.) and with agency partners (Acxiom, Sapient, EuroRSCG) to select and vet the partner for the Prospect Email Test.
o
Championed tracking/testing within Email channel by collaborating with partners in Decision Mgmt, MIM & GCMIO.
o Met and exceeded acquisition card target for Acquisition Email for 2011 by 2X.
o Tested ATM as channel for card acquisition with encouraging results.
o Championed Product Upgrades by collaborating with partners in Cards, Risk, Credit Policy, Operations and IT for SoC channel.
o Built a Volunteer Sign Up Form on SharePoint (from scratch) for Global Community Day initiative in less 3 hours (sans any background in sharepoint).
Wilen Media, Farmingdale, NY Interactive Account Director (Consultant) Oct’10 to Jun’11
Responsibility Areas:
o Setting up the digital department by building a team, defining pricing, creating infrastructure for project fulfillment
o Supporting Sales and Account Management with Digital Services – Media Planning, Social Media, Web/Mobile Development
Achievements:
o Built engagement and cross media interaction through QR codes, Mobile landing pages and PURLs for cable clients
o Pitched and won digital business from IDT Energy and Charter Communications.
o Responsible for definition of vision/mission statements for Wilen Group companies when working with senior principals
o Promotion innovation: Conceived a pilot for a reality webisode series hosted by the President – Darrin Wilen.
Mobile Fundaz, Mumbai Partner/Co-Founder Jan’10 to Jun’11
Responsibility Areas:
o Digital media planning/buying, implementation, strategy, publisher negotiation, project management/activation (social, mobile, search)
o Championed strategic associations with publishers, vendors & telecom companies
o Business Development (P&L), Brand Positioning/PR, Asset creation for long term valuation and monetization
Achievements:
o Pitched and won the digital marketing business for What’s on India, DMA India, Panasonic Viera, Novartis
o Forged strategic partnerships with Microsoft, ibibo, Indiatimes, IBD Media and Komli Media
Mindshare, Mumbai Associate Director - Digital May’09 - Jan‘10
Responsibility Areas:
o P&L: To grow Unilever's digital spends
o Account Management: To champion digital across verticals and categories within CPG - Oral/skin/hair/personal/home care, appliances, beverages, foods, corporate programs.
o 360 degree approach: To create maximum brand resonance by connecting digital to offline media and building brand-consumer interaction & engagement relevant to audience & media
o Negotiation: To achieve 25-50% deflation in rates across key publishers/partners for strategically important & high performing inventory.
o Knowledge Management: Championed Media (web/mobile) Innovation, Case study creation, Awards’ participation, mentoring account planners, Region Review Reporting/presentation and cascading among client/agency teams.
Achievements:
o Grew Unilever digital spends from USD $2.4M to $5.8M.
o Achieved 50-75% deflation across key publishers/ad networks & 25% deflation with Yahoo
o Innovated India’s 1st mobile (IVRS) based viral for Fair’n’Lovely AntiMarks and Fair’n’Lovely Cold Cream.
o Aligned with Reliance Mobile for Ponds Cold Cream campaign – 30M targeted female brand interactions in 1 month
o Won Silver Webby for Axe –Call Me campaign – Asia’s largest Mobile Activation – 4.5M brand interactions, 2.5M - unique
o Pioneered India’s 1st voice activated web based game for Close up (www.closeupfreshbreath.in).
o Partnered with MSN India to co-create MSN India’s FIRST ever brand advertorial for Ponds Age Miracle
o Collaborated with ibibo on Dove Hair social media campaign delivered 10,000 registrations in 1 month.
o Partnered with Zapak for creating Axegames.in – play with me campaign – 3M+ unique plays in 2 months.
o Created the world’s largest jigsaw puzzle (25k pieces) with 200,000 active users for Lipton Green Tea – doubled sales
o Deployed web2.0 thinking whilst creating destination site for Ponds India (www.ponds.co.in).
Percept-Knorigin Solutions, Mumbai AVP -Business Planning & Assets Mar’08 - May’09
Responsibility Areas:
o Strategic Partnerships: Worked with CEOs to help them achieve their business objectives by offering comprehensive digital solutions.
o P&L: Top line revenue achieved – USD $232,558 (Year one of Startup Revenue)
o Business Development: Scaled up existing business operations nationwide
o Corporate: Championed recruitment, training, induction, vendor alliances and employee retention.
Achievements:
o Conceived and built web based businesses including: BolBabaBol.com - consumer reports, EasyInsurance.in – lead aggregation for general insurance, CineCurry.com – hybrid entertainment portal with ecommerce, ChalBabaChal.com – travel ticketing site.
o Social Media outreach for ICICI Lombard engaged 20k students over 6 months while also delivering 1% conversion.
o Pitched and won ForceIndiaF1 (F1 racing team), StudyPlaces (study abroad counseling), Canon Cameras, SaharaCareHouse (NRI services), SaharaOne (TV channel), Percept Picture Company (innovative website design).
Reason for leaving: Company badly hit during recession and shut down
Times of India, Mumbai Marketing Manager Sep’06 - Feb’08
Responsibility Areas:
o Championed product conception, design, development and phased rollout; including front-end UI and back-end technology platforms
o Business Planning: Envisioned/identified viable business opportunities, created business plans and forecasted revenue.
o Managed marketing, promotion activities (mailers, buzz/viral marketing) and monetization across channels (web, alliances, telesales).
o Created partnerships with publishers which assisted rapid consumer acquisition on an on-going basis.
o Exploited site metrics and consumer buying trends to improve end user experience and SKU sales.
Achievements:
o Conceived, executed and delivered: Property vertical in 1.5 months, fully functional Travel telesales module in 1 week and personally trained the telesales sales force..
o Appointed Editor in chief of Tequila (Monthly newsletter) by President, being responsible for layout, content, printing and distribution. Created the pilot issue (250 hard copies) of Tequila overnight as well.
Radio Disney, Boston, MA Integrated Marketing Consultant Sep‘04 – May‘05
Lada Inc., New York, NY Content Strategy Consultant Jan’02 – Aug’05
o Created robust business plan which helped get CEO get $25,000 VC funding.
o Advised CEO on content distribution/monetization strategy (web syndication supported by geo-targeted advertising)
AgoraIP, Newark, NJ eBusiness Consultant Jan-May’03
o Re-engineered site architecture & content - increased traffic 3X, lowered bounce rate & increased time spent to 10mins/session.
o Created business plan (rated ‘Best-in-class’ by Faculty, entered into National Competition) helped CEO get $100K VC funding.
Leo Burnett, Mumbai AE/Senior Account Executive Mar’00 – Dec ‘01
Responsibility Areas:
o Account Management: Managed advertising/promotion campaigns for the Hallmark Channel (in SE Asia and Australia), the Marriott Group of Hotels and Fox Radio (Radio City 91 Fm).
o Digital Marketing: Created micro-sites for the various Hallmark Channel TV shows (Star Trek Voyager, Sliders)
o Research: Wrote creative and research briefs, coordinated Focus Groups Discussions, Day-After-Recall Tests and dipstick perception surveys for regular accounts and new business pitches in association with account planning.
EDUCATION & ACHIEVEMENTS:
Education:
o Emerson College, Boston, MA M.A. - GLOBAL MARKETING May. 2005
o NJIT, Newark, NJ M.S. - ECOMMERCE Dec. 2003
o Temple Univ/WE School, Mumbai M.B.A.- MARKETING Dec. 2000
Achievements:
At NJIT:
o Graduate of the Year 2003 | Who’s Who 2003 (demonstrated leadership & scholastic excellence (National Award – top 10%).
o Beta Gamma Sigma Honor Society for excellence in Business (National Award - Top 3%).
o Kauffman Entrepreneurship Award (2003) for excellence in business (Annual Award - Top 3%).
At we School:
o Represented we school at various management festivals.
o Pioneered the concept of Yearbook and branded Varsity T-shirt.
At Jai Hind College:
o Played college basketball
o Promoted the Computer Center using 360 degree marketing.
You may refer to my
linked in profile to read recommendations by Clients, Supervisors and Peers. http://www.linkedin.com/in/rajivjadhav
all rights reserved. (C) Rajivness, 2003. No part of this material may be copied or distributed without express permission from
Rajiv Jadhav
