Swapnil Lal

Email : swapnillal@yahoo.co.in | Mobile : +91 9819810105 | Age : 35 |LinkedIN

Career Summary
 MBA (Welingkar alumnus) with 10+ years of experience in Brand/Product/Media Strategy/Digital Marketing in
Retail, Telecom, FMCD, Quick service restaurants and real estate.
 Brand Strategy: Brand development, brand architecture, innovation, PR, research, brand communications
 Media Strategy: Media planning & buying TV/Digital/Print/Radio/OOH/Cinema for different consumer brands.
 New Product Development: Consumer insights, Go-to-market, Pricing, Vendor Management, communications.
 Marketing Management: Brand development, ATL/BTL campaigns across Digital/TV/Print/OOH/Radio/Cinema

 Experienced in managing teams, cross-functional projects, strategic marketing, process design

Professional Experience 10 years 8 months

General Manager – Media, MasterBrand & Retail Strategy, Lodha Group Apr 2018 –Present
Member of the Key Associate Group at Lodha Group (one of the top 3% associates based on performance)
Lead – Masterbrand Lodha & Media Strategy across 39 sub-brands of Lodha – across India & International markets.
 Led a team of 3 to plan & execute 6 large scale 360 0 campaigns in India & International markets via TV, Digital,
Print, OOH, Radio & Cinema with a budget of INR 30+ cr. For Masterbrand Lodha with Akshay Kumar as face of
the brand as an “Industry first” enabling an unprecedented growth in TOM brand awareness from 1% to 18% &
2% to 15% in key markets in India & globally.
 Conceptualized & launched an “Industry first” luxury lifestyle quarterly magazine “BetterLife” & cafe which is a
perfect embodiment of the brand philosophy “Building a better life”, with a distribution of 7000+ copies, 2 cafés.
 Implemented 2 comprehensive brand health researches and took measures to improve the score.
 Managed media investments of 39 sub-brands of Lodha (residential, commercial, retail) across TV/Digital, Print,
Radio, OOH and Cinema to the tune of INR 80+ cr in India & International markets.
 Created the annual retail marketing strategy for “Xperia mall” basis the overall brand objective of the mall.
Instrumental in increasing the average monthly footfalls from 5 lakh to 6 lakh YOY in FY19.
Achievements
 CMO recognition award for the marketing campaign in Apr’18 that was covered by leading media houses
 Promoted to ‘General Manager’ grade in less than 2 years of professional experience with the organization
 Innovation: increased the brand awareness by 17% in home markets & brand consideration by 7% (Measured on
annual brand track with IMRB).
 Digital Innovation: Industry 1st use of YT masthead for launching brand campaign generating over 1bn impression
 Brought in media investment efficacy with restructuring of agency contracts & media deals.

Deputy General Manager – Media & Brand Strategy, Lodha Group Aug 2016 – Mar
2018
 Led the media investment strategy for across TV, digital, print, radio, OOH and cinema.
 Negotiated new annual and 3 year media deals with leading media houses like BCCL, HT, Star India, leading to
annual savings of over INR 20+ cr.
 Led a research on consumer media habits as an industry first with IMRB to improve efficacy of media investments
 Defined the “brand key” & “brand architecture” of Lodha Masterbrand & sub-brands basis extensive consumer
research. Developed the brand manual & brand book.
 Worked on defining a ‘signature brand’ experience across all consumer touch points.
 Involved in design researches like “consumer journey mapping” & “U&A” for the brand.
Achievements
 Received appreciation from the CMO for the brand related work.
 Innovation: Launching Industry 1st national & international TV & Digital campaign in FY17 reaching 25mn.
 Introduced efficient usage of TV in a category which is print dominant.
Swapnil Lal
Email : swapnillal@yahoo.co.in | Mobile : +91 9819810105 | Age : 35 |LinkedIN
Senior Manager – Retail Marketing & Product, Vodafone India Ltd. Dec 2015 – Aug 2016
Vodafone Retail – 10,000+ stores across all circles, 3 different formats, channel marketing, new product
 Worked on new product (new retail format) development with global teams & implemented pilot in India FY17
 Conceptualized and created the 1st national retail marketing calendar for 10,000+ retail footprint.
 Focused on an “omnichannel” retail approach for “brick” & “click” adoption.
 GTM including BTL & ATL activations, contests, internal team engagement drives and retail merchandising
 Collaborated with manufacturers to bring the latest and the best zoozoo merchandise to Vodafone retail.
Achievements
 Successfully implemented the Supernet4G experience across retail touch points in India FY17.

Manager Marketing – Media & Brand, Infiniti Retail Ltd. Jun 2009 – Nov 2015
 Led the media strategy (planning & buying) across Print/Digital/Radio/OOH/Cinema nationally successfully
bringing in media efficiencies to the tune of INR 8+ cr. YOY with strategic deals and innovations.
 Conceptualized & created a category marketing calendar in ATL & BTL, closely with the category team & partner
brands helping create higher brand affinity for Croma & incremental revenue contribution from each category.
 Created a consumer journey map focussing on enriching the brand experience with relevant communication
 Worked on brand communication & brand development of Croma across offline & online.
 Created & executed the retail marketing calendar for the brand across all touch points.
Achievements
 Received appreciation from the CMO for the innovative catalogue marketing in FY16 leading to 50% increase in
footfalls and 20% increase in business.
 Created many Industry 1st brand properties like Croma Home stories, Croma Monsoon Carnival, Croma Gadget
Fest.

Business Development Officer – Lab Diagnosis Pathology Lab Jul 2006 – Jun 2007
 In-charge for developing a plan for “preventive healthcare” for corporates.
 Led the execution of preventive healthcare plan across BTL promotions in corporates.

Education
 Post Graduate Diploma in Management (e-biz) 2007-09
Welingkar Inst. Of Management Development & Research, Mumbai, India
 Masters in Science, Biochemistry 2004-06
Ramnarain Ruia College, Mumbai, India

Academic Achievements & Positions of Responsibility

Academic Achievements
 Distinction in Undergraduate course (79.75%), stood 4 th in Mithibai College in 2004.
 Marketing Gurukul Certification 2013– Certified by TATA management training centre.
 Awarded Exemplary Student 2009 – Welingkar Inst. Of Management
Positions of Responsibility
 Executive Member, TATA SONS – The annual brand activation committee across TATA brands.
 General Secretary, Management Counsil, at Welingkar Inst. Of Management.
 Part of Leadership Club (top 1%) of students at Welingkar Inst. Of Management.