C.

Dinesh
A Hands-On & Result-Driven Marketing Director Delivering High Growth /Impact Digital Marketing Initiatives for B2C & B2B Clients

Email id: dinnuc@gmail.com & Mobile: +918939923455

PROFILE SUMMARY
• Extensive experience planning and executing digital marketing initiatives for brands, including strategy, planning,
strategy execution, campaign management, website asset creation, tracking the financial impact of strategy,
budget management, technology implementation, stakeholder/vendor management, and so on.
• With over 20 yr experience, I have executed ROI focused marketing/digital marketing strategies with a focus on
lead generation, customer acquisition, brand awareness, customer engagement, mobile app installs, e-commerce
sales, customer retention, etc. for various brands across industries.
• A wealth of experience working in a variety of industries, including technology, FMCG, automotive, BFSI, real
estate, education and others. Handled multi-million dollar global and domestic B2C & B2B brands across a wide
range of industries, which includes, Pepsi, Ford, Lufthansa, Yahoo.com, GlaxoSmithKline(GSK), Volvo Cars, Pizza
Hut, Citibank, Berger Paints, Apollo Tyres, HDFC Bank, Century ply, Virgin Mobile, SRM University, Sulekha.com,
LifeCell International, GITAM University, Sify Technologies(B2B), Ramco Systems (B2B), Spire Technologies (B2B),
Motorola(B2B),Incredible India
Core Competency
• Lead all areas of Digital Marketing which include - Digital Strategy/ Operations ,SEO-Search Engine Optimization, Paid
Media Ads-Pay per Click Google/Facebook/LinkedIn, Display advertising/Ad Network Retargeting, Segmenting, Media
Planning/Buying, Programmatic buying, Social Media Marketing, Google Web Analytics, Content creation &
marketing-Blogs, Email Marketing, Website Management-Site Design, Mobile Marketing-Apps/Ads, Affiliate
Marketing, Creative optimization, Lead Capture/Generation, Performance Analytics, Data Analysis, Conversion rate
optimization, A/B Testing, User experience/UX, Creative Strategy, Online Reputation Management, ROI/Performance
marketing, Integrated marketing, Product development, Digital marketing training etc.
• Involved in all aspects of management which include P& L, Financial budgeting, Vendor management, Team
building/mentoring, Project management, Stakeholder management, Revamping process mechanisms, Negotiations,
etc.
• Achievements:
a. Industry-level award for Pepsi’s Quaker Oats-Goodmorningheart.com Digital strategy (Gold & Bronze) by
Campaign India DMA 2010.
b. Employee level award at Sulekha.com-Won the “Highest Value Creator” award for creating Sulekha Ad
Network( India’s First Ad Network)
c. Consistent track record of achieving digital marketing targets related to lead generation, customer
acquisition, e-commerce sales, brand awareness, customer engagement, etc.(details below)

WORK EXPERIENCE

I. Digital Marketing Consultant / Strategist Jan’17 to Present

Job Profile
• Independent digital marketing consultant (Spark Digital) working directly with leadership teams and develop digital
marketing strategies to help meet business goals.
• Also work as a Digital Marketing Consultant for Digicliff Solutions Pvt Ltd (Digital strategy inputs for pitch/AOR
presentations) & Admonk( Ad tech product strategy/Investor PPT/ Customer acquisition strategy)
• Develop comprehensive digital strategies across digital channels that include search marketing, social media, display
advertising, mobile marketing, content marketing, video advertising, retargeting, etc. and execute them to drive brand
preference, usage and acquisition goals.
• Maximize ROI through optimization strategies, data analysis, creative optimization, competition tracking, technology
solutions, etc.
• Digital strategist for GITAM University (USD 2 Mn ad budget), Spire Technologies (B2B-US/Europe focus),Arima Developers,
Kites Senior Care, 360 Medicare, Bumberry Baby Products, Thanthirai.com, Namaskar Ayurveda (boot strapped startup),
Bpromise (boot strapped startup)
• Sole India representative of Up.video (A Spanish Adtech company). Responsible for sign up of web publisher to come on
board the platform. Close to 75 large to medium web publishers signed up to use the platform to increase ad revenues.
• Digital Marketing Trainer-Conducted Digital Marketing Training programs for Hero Motors, Spire Technologies etc.

II. Partner - Spark Digital, Jan’13 to December’16

Job Profile
• One of the 4 partners in a digital marketing consultancy company to develop digital marketing strategies that help meet
business goals. Part of leadership team. Responsible for leading business initiatives and drive client business with revenue
focus.
• Lead digital initiatives for clients by collaborating with leadership/marketing teams to understand business models and
objectives. Conceive, design, develop and execute digital strategies that add commercial value to clients.
• Develop comprehensive digital strategies across digital channels that include search marketing, social media, display
advertising, mobile marketing, content marketing, video advertising, retargeting, etc. and execute them to drive brand
preference, usage and acquisition goals.
• Maximize ROI through optimization strategies, data analysis, creative optimization, competition tracking, technology
solutions, etc.
• Digital strategist for Lifecell International(USD 1Mn ad budget), ,Sify Technologies, Vopec Pharma, Roots Foundation,
Hettich (Service Plan), Ashtapathi Healthcare(Service Plan), Flavoursclubcard, 3D Talent Services(itsyourskills), Tinacca
Media.
• Achievements:
o Reduced cost-per-lead metrics : For a B2C client, after a comprehensive sales/campaign data analysis, devised a
well-rounded digital strategy across search, display, social media and content which resulted in a 40% increase in
lead generation volumes, with a 53% reduction in acquisition costs and a 1% increase in conversion from leads to
customers
o For a B2B client, I completely revamped a sales department driven digital marketing approach. Devised a focused
digital strategy to generate leads targeting C-level executives which improved volume and quality of leads with
higher conversions to qualified leads. Revamped the content strategy, identified and cultivated new influencers,
implemented many new digital marketing initiatives which resulted in generating 8 new leads from US based
Fortune 500 companies.
o Ecommerce Conversion: For a B2C e-commerce client, improved unique visitors and e-commerce transaction
volumes by analysing the Google Analytics website data, recommended website navigational and design changes
that improved performance and conversions.

III. Sulekha.com, Senior Director, Marketing, Dec’11 to Dec’12

Reported to the CEO of Sulekha.com –A top 10 India based dot com as per comScore India
• Responsible for $2M dollar annual marketing budget. Drove re-branding initiative, Owned, lead and managed the annual
operating plan (AOP) of each business line.
• Mandated to change the positioning of Sulekha.com, Build brand awareness, Drive usage across business lines, increase
business traffic, Maintain online reputation, Build and leverage digital assets, Evaluate and implement new marketing
technology platforms.
• Successfully repositioned Sulekha.com from a pure classifieds portal to an e-commerce company focused on local needs.
Strategized with the creative agency and internal stakeholders to revamp logo, tagline and other brand identities to reflect
 new positioning. Engaged with an external agency to drive media/PR effort to enhance brand awareness and reputation
through print, radio, outdoor and digital media.
• All marketing efforts led to improved brand awareness and growth in different business units ranging from 35% to 78%.
• Centralized the marketing function across the organization. Coordinated with stakeholders and moved many marketing
functions in-house and outsourced media planning/creative/PR work and advanced critical technology work to external
agencies. Recruited and rebuilt complete marketing team within 2 months
• Led all digital marketing initiatives including search engine optimization, search engine marketing, social media marketing,
content marketing, email marketing, campaign landing page development, retargeting and marketing automation.
• To implement cross-selling within Sulekha.com introduced dynamic email & SMS campaigns using product affinity data and
customer segmentation profiles
• Moved all social Media efforts in-house and centralized the function. Doubled follower growth and increased engagement
fivefold.
• To maintain online brand reputation and handle customer complaints, evaluated and implemented ORM tools. Internal
processes were revamped with clear escalation and responsibilities to handle complaints. This helped resolve 85% of
customer complaints.
IV. Mindshare-India (WPP Group), Senior Director–Exchange, Nov’07 to Dec’11
Was responsible for Mindshare North /East India Branch - Digital Division. Responsible for P&L of North/East India Branch
and for all digital marketing deliverables to clients
Reported to National Director- Digital Division
• The client engagement digital lead for clients like Pepsi, Virgin Mobile,Lufthansa,Yahoo.com, Swatch Group, Volvo, Ford,
Berger Paints, Century ply and other Mindshare clients.
• P& L responsibility - Head of North /East India branch of Mindshare-GroupM/WPP (Largest Media Agency in India).
• Digital strategy advisor for clients across paid, owned and earned media.
• Was responsible for directing team-based project planning, design and execution of strategic digital initiatives on behalf of
clients.
• An additional responsibility of setting digital media buying wing for Mindshare. Credited with implementing the concept of
webgrp’s using Comscore to divert Grp’s driven TV budgets to digital.
• Thought leader in aligning digital marketing strategy with a client’s business goals and objectives.
• Guided clients in defining the digital vision. Drove high-level discussions on the role of digital within the total marketing
ecosystem.
• Collaborated with the leaders of the client team, help convince clients of the value of digital marketing services to business,
helped define needs and potential solutions.
• Served as a resource for creative teams in the development of insight-driven digital assets for clients.
• Lead digital 'evangelization' initiatives within Mindshare. Credited with training all digital specialists across Mindshare to
provide digital strategy based on Comscore tools.
• Codified and published formal frameworks and methodologies for approaching digital assignments within the firm.
• Provided methodological support, coaching, professional development and training to internal teams. Credited with
conducting digital workshops across Mindshare to sensitize offline specialists with digital concepts.
• Leadership role in managing a team of 8 senior digital specialists with coaching & mentoring. Build teams as per the needs
of the organization
• Was involved in initial work in setting XAXIS India-Ad network/Programmatic buying unit of GroupM.
• Achievements :
o Consistently achieved Mindshare North India revenue targets for 2008/2009/2010 through innovative strategies.
o Zero % attrition within North India branch.
o Single-handedly won prestigious accounts like Quaker Oats (Pepsico India), Canara HSBC Life Insurance, Gujarat
Tourism (tender process), etc.
o Conceptualized new digital planning processes like Web Grp’s and provided training across Mindshare digital
specialists on the same. Conducted workshops for offline planners on digital concepts.
o Award-winning digital strategy for Quaker Oats-Gold and bronze prize for www.goodmorningheart.com by
Campaign India DMA 2010 award. Contributed to Mindshare winning “Digital Agency Award”
V. Sulekha.com, Product Manager, May '05 to Nov'07.
Job Profile
• Was responsible for setting from scratch India’s first ad network-Sulekha Ad Network.
• Owned multi-site evolving strategy, IT roadmap, website alliances, campaign management, revenue management, and
media operations. Delivered a 40% increase in site traffic, a 22% increase in customer conversion and a 66% increase in
revenue.
• Experienced in handling strategy, concept to launch and developing business for Sulekha Ad Network.
• Evaluated market Intelligence of other ad networks and get an understanding of portal requirements on-site design,
backend technology, etc.
• Identified vendors for critical requirements, negotiate terms and build partnerships.
• Post product launch, strategize, develop and execute marketing programs to meet traffic targets to Sulekha portals and
meet sales objective.
• Developed and implemented midterm business /product enhancements.
• Coordinated between internal & external teams for smooth implementation of projects.
• Launched projects on time, Exceeded page views targets by 30% with a breakeven of Sulekha Ad Networks in the first year.
VI. Bridgeovertw.com, Media Planning Manager-, Aug '03 to May 05
Job Profile
• Understood client business, provided total online advertising solutions to clients
• Used all forms of online advertising tools to meet client business objectives
• Formulated online advertising/communication strategy
• Tailored campaign briefs to creative and technology teams
• Media planning and media buying for clients, Campaign management, technology issues, campaign paperwork, client-
specific, Reports, billing issues, etc.
• Analysed & evaluated the campaign. Provided strategic insights on campaign
• Developed new business in the T.N & Kerala market for all online advertising activities. Managed all forms of
online campaigns-Lead based, CPM,CPC, SEM, Ad network Knowledge areas: Online advertising, Ad serving, Lead
Management, SEO/SEM.
• Achievements: Generating monthly 10k + leads for Citibank RCA-Product focused at Non-Resident Indians, Over 1000
customers were acquired for HDFC Bank Savings account, Generated over 7500 + leads for HDFC bank personal loan.
The above was achieved with my independent handling of online strategy, media planning, and buying abilities.
Chronology of Offline Media Planning /Advertising experience
Organization Designation Location From To

Snr Media Planner Chennai Dec00 July 03

EURO RSCG Advertising

Media Consultant Bangalore Aug 97 Jun 98

OGILVY AND MATHER

Media Planner Chennai Aug 95 Jul 97

Hindustan Thompson Associates Ltd

Responsibilities/Job Description
• Independently managed multi-million advertising and promotions media budgets of big MNC advertising clients like
Unilever, Perfetti Van Melle, Sara Lee, Titan Watches, etc. reporting directly to Media Director, Vice President/Branch
Head.
• Formulated practical and feasible media strategy recommendations to achieve marketing and advertising objective and
make presentations to senior marketing executives with recommendations, smooth coordination with all departments to
ensure proper implementation of approved strategy and plan.
• Compiled strategic marketing & brand inputs to senior marketing executives by a proper and thorough analysis of all
syndicated advertising and media research tools and databases in order to direct and fine-tune brand and communication
strategy.
 • Prepared thorough and detailed Monthly, Quarterly and Annual reports of competitive activity for Marketing
Managers/Brand managers to monitor brand strategy and brand health vis a vis competitive brands.
• Methodically planned and executed all advertising, media-related activities.
• Constantly endeavoured to provide excellent service to clients with timely submission of reports, provide an accurate
response to client queries, regular follow-ups and updating clients on the latest trends in media.
• Be creative and provide innovations in media and advertising implementation to ensure high brand visibility
compared to the competition.
EDUCATIONAL QUALIFICATIONS:
Master’s Program in International Business Jun’ 98 – Jul’00
Two year course with specialization in International Business and Marketing
PSG Institute of Management. Passed out in 2000 with 70%
Master of Arts (Economics) May ‘94
Passed out from University of Madras in 1994 with 56%

Bachelor of Arts (Economics) May ‘92

Passed out from University of Madras in 1992 with 61%

Media Planning Feb ‘95

Certificate course from–MICA (Mudra Institute of Communication Ahmedabad)

Google has recognized me as an AdWords certified professional Nov ‘16

Passed from Google Certification Program, passed with 94%
Google has recognized me as an Analytics /GA 4 Essentials certified professional May ‘17

Passed from Google Certification Program, passed with 86%

Microsoft Bing Ads Accredited Professional June ‘16
Microsoft Bing Ads Certification Program, passed with 98%

Certificate from Real Time Advertising Academy on Programmatic Buying July ‘17
Google Double Click Ad Exchange(Academy for Ads) Oct’17

Academic awards: (1) Ragupathi Memorial Award for academic excellence for M.A (Eco)

Lynda.com (LinkedIn Learning) Course Completion Certificate in Content Marketing (AMA approved), Adobe Social, Adobe
Reports & Analytics, Salesforce for Sales Managers, UX Design Foundations, Conversion Rate Optimization, Shopify

PERSONAL DETAILS
Father's Name : G. C. Nair
Date of Birth : 10/5/72
Permanent Address : 20,Police Manickam St, Ayanavaram, Chennai -600023
Marital Status : Married
Passport Number : M2220950
Reference : Upon Request

THANK YOU