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M A N A G E R M A R K E T I N G

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M A N A G E R M A R K E T I N GS H A P O O R J I P A L L O N J I I N T E R N A T I O N A L P R O P E R T YD E V E L O P E R S | J U L Y 2 0 1 6 O N W A R D S

M A R K E T I N G S T R A T E G Y C O N S U L T A N TR A S C O N S U L T A N T S | M A Y 2 0 1 3 - J U N E 2 0 1 6

Strategic Planning/Research & Insights Digital Media ManagementMarketing Strategy

+ 9 7 1 5 4 4 1 1 5 6 6 8R A K H I S H A R M A 1 9 @ G M A I L . C O M

C O N T A C T

Creative yet Analytical, high achieving, marketing professionalwith the experience of handling Marketing, Brand Building, Mediaand Market Research for strong multinational brands with avision. With 10 years of experience in the GCC, has garnered awealth of knowledge about the cultural, seasonal anddemographically diverse nuances of this region. A go-getter, teambuilder, motivator with leadership qualities, an unwavering focusand passion for work.

K E Y H I G H L I G H T S

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Marketing Media Planning and ROIDigital and Social MediaMarketing CommunicationsBTL Marketing and EventsPublic RelationsCRM

C A T E G O R Y M A R K E T I N G C O M M U N I C A T I O N S M A N A G E RS O N Y M O B I L E C O M M U N I C A T I O N S A B | J U N E 2 0 0 9 - M A R2 0 1 0

Marketing Media Planning and ROIMarketing CommunicationsDigital and Social MediaBTL Marketing and EventsBrand PositioningCustomer Engagement

M E D I A & M A R K E T I N G C O M M U N I C A T I O N S M A N A G E RS O N Y E L E C T R O N I C S G U L F F Z U A E | J A N 2 0 0 5 - D E C 2 0 0 8

Marketing Strategic PlanningCommunication DevelopmentMarket Information Analysis/ Research &Measurement

E D U C A T I O N

P . G . D I P L O M A I N B U S I N E S S M G M T .M U D R A I N S T I T U T E O F C O M M U N I C A T I O N S A H M E D A B A D ( M I C A ) , I N D I A . | 2 0 0 1 - 2 0 0 3

S p e c i a l i s a t i o n : | B r a n d M a n a g e m e n t | S t r a t e g i c B r a n d M g m t . | S a l e s & D i s t r i b u t i o n M g m t . | M I A | P r o d u c t M g m t . | D i g i t a l M a r k e t i n g | S e r v i c e s M a r k e t i n gD i s s e r t a t i o n :“ A n i n d e p t h a n a l y s i s o f b r a n d v a l u a t i o n t e c h n i q u e s a n d t h e i r a p p l i c a t i o n s . ”

S C O P E O F W O R K

M A N A G E R M A R K E T I N GS H A P O O R J I P A L L O N J I I N T E R N A T I O N A L P R O P E R T Y D E V E L O P E R S | J U L Y 2 0 1 6 O N W A R D S

My role entails managing all aspects of Marketing:Marketing: Be an integral part of the development of the marketing strategy and execution of calendars, budgeting,strategic planning, events, PR, social media for the SPIPD, Middle East and Africa.o Market Planning: Understanding competitive landscape, analysing current/ future market trends and marketsegmentation to focus efforts on biggest growth opportunities at the correct time.o Audience Targeting: Prioritizing consumer segments based on demographics and research o Budget Management: Managing the budgets for various activities based on ROI and yearly plans

Media Buying and Media ROI: Managing media communication strategy for SPIPD.o Optimizing Investment: Defining a good balance between reach and impact across communication platforms (traditionaland digital) to ensure that the brand stands out vs. the competition.o Integrated Marketing Solutions: Optimizing spends across ATL and BTL activities, driving innovative and effectivecommunications.o Media Innovation: Driving media innovation to engage consumers and maintain brand salience.

Digital and Social Media: Exploring creative and effective ways to enhance consumer experience online by optimizingdigital and social media strategy o Performance Based Online Marketing Campaigns: Online media targeting, acquisition & retention-display, video andsocial channelso Targeting at scale: Branding/promotional, direct response (retargeting), contextual targeting, lookalike modellingo Monitoring Quantitative Metrics: Regularly review the campaign performance– impression delivery, CTRs, CPL,registrations, Conversion Rate & Cost per Acquisition Optimizations etc. and optimize the Ad unitso Lead Generationo SEM & SEO: Lead generation through effective Google search advertising, tracking CTC and website traffic o Web Analytics, Web Traffic: Monitoring Web Analytics to optimize campaigns and marketing activityo Social Media Marketing (SMM: Facebook, Twitter, YouTube o Content Management o Email Marketing

Marketing Communications: Responsible for developing the marketing communication framework for SPIPD projects andthe SP Group based on business objectives, property data and consumer insights, in collaboration with internalstakeholders and external creative partners. o Brand Positioning: Defining a strong brand proposition/promise that establishes SPIPD as an innovative and premiumresidential developer in MEAo Develop Communication: Managing creative agencies to develop the communication assets and relevant content o Manage mass media communication strategy: Manage thematic and tactical campaigns for existing/new projectlaunches across TV, Print, Radio, OOH, Cinema and Digital.

B . C O M M E R C EP T . R A V I S H A N K A R S H U K L A U N I V , R A I P U R , C H H A T T I S G A R H , I N D I A | 1 9 9 9

C H A R T E R E D A C C O U N T A N T ( I N T E R M E D I A T E ) I N S T I T U T E O F C H A R T E R E D A C C O U N T A N T S O F I N D I A , N E WD E L H I , I N D I A | 1 9 9 8

BTL Marketing Strategy/ Events: Managing BTL activities across the projects including - property shows, promotions,event sponsorships, in-mall activations, road shows.o Lead generation: Use the event as a platform to generate quality leads with the help of a planned experiential approachfor footfalls onto the stando PR generation: Use the event as an opportunity for interviews and PR generating activities.o Social exposure: Creating interesting and relevant social content that can be shared on social pages and otherplatforms.

Public Relations: Planning, developing and implementing a PR strategy to manage the reputation of the Shapoorji Pallonjibrand and its projects. o Develop a media relations strategy: Seeking premium media opportunities in print, broadcast and online mediao PR Management: o Actively coordinate and execute all public relations activities. o In charge of handling all media enquiries media engagement activities o Developing and executing content strategies for corporate communications o Leverage existing media relationships and cultivating new relationships in the media circles within the industry and parallel trade or design businesses. o Monitoring, analyzing and improving on PR activitieso Crisis management

CRM-Setting up a Customer relationship management system for SPIPD:o Managing Data: o Managing and analyzing customer interactions and data throughout the customer lifecycle o Compiling information on customers across different channels, for e.g. company's website, marketing activities,exhibitions, road shows, social media and direct mailers.o Call Centre Management: Manage the training and other call centre operationso Manage Customer Experience: Track marketing campaigns and identify lead source to engage with him more efficientlyand enhance customer experience and reduce lead cost

My role entailed providing consultation on Marketing, Communication and Digital Media Strategy based on MarketAnalysis and Research. I worked with bootstrap and start up projects, helping them identify market opportunities,develop their product offering and build a strong communication and digital media outreach program for launch. Strategic Planning/Research & Insightso Concept development and refinemento Market sizing and growth potential o Target segment identification o Traffic and competitive analyses o Lead generation strategy

Digital Media Managemento Paid Media (Cross Channel) strategyo Website developing and management o Digital activation and engagemento PR/Media engagement and outreach

Marketing Strategyo Brand identity o Brand Differentiators/USPs o Visual identity

M A R K E T I N G S T R A T E G Y C O N S U L T A N TR A S C O N S U L T A N T S | M A Y 2 0 1 3 - J U N E 2 0 1 6

My role entailed managing all aspects of Marketing & Communication

Marketing: Be an integral part of the development of the marketing strategy, calendars, budgeting, strategic planning,retail marketing, events, PR, social media and market research for the entire Sony Mobile portfolio for GCC and Iran.o Market Planning: Analysing the market and segments, analysing trends to focus on growth driverso Retail Marketing Strategy: Driving promotions and activities to be run in collaboration with the retail channelpartners based on market and competitive activities to influence market share and footfall.o Targeting at scale: Identifying the TG for various different products and focussing on each target segment throughrelevant media and communication optionso Pricing and Incentive Strategy: Aligning competitive pricing and retailer incentive schemes, understanding consumerprice bands and exploring the best go-to-market pricing and retailer incentive program across the product range

Media Buying and Media ROI: Managing media communication strategy across Sony Mobile product range.o Optimizing spends: o Create clutter breaking campaigns across ATL and BTL o Maintaining a good balance of innovation and returnso Drive spend efficiencies: Media buying negotiations for overall communication budgets across GCC and Iran

Marketing Communications: Responsible for developing the marketing communication framework across brands, based onbusiness objectives, retail data and consumer insights, in collaboration with both internal brand management teams andexternal creative partners.o Brand Strategy: Defining a strong brand proposition/promise that translates across categories/brands.o Creative Management: Managing local and global creative agencies to develop the communication assets and contentrelevant to GCC and Iran marketo Manage mass media communication strategy: Manage thematic and tactical campaigns for Sony Mobile product rangefor all for existing/new product launches across TV, Print, Radio, OOH and Digital.o Managing cross promotions: Create innovative radio/social media promotions for retail partners during DSF/ DSS/Ramadan/ Gitex etc. to drive footfall to their outlets and boost sales.o Optimizing creative messaging: Defining category target segments, and media planning to deliver on brand KPIs.o Driving social media campaigns: Use social media to improve brand engagement and affinity. o Manage Online presence: Design, development & maintenance of the corporate website across categories with latestnews, promotions and activations.

BTL Marketing Strategy/ Events: Managing BTL activities across the portfolio including - promotions, event sponsorships,in-mall/cinema/campus activations, road shows, co-branding promotions, POS material and dummy unit deploymentdrives across channels and running visibility drives inside retail storeso POS Consumer Intelligence: Implementing POS consumer research to assess impact and feedback on activations.

Brand Positioning: To drive creative and innovative marketing efforts to ensure that despite the diversity in sub brands,target audience, messages, products, campaigns, the intrinsic essence and identity of the brand and its values aremaintained over time and across regions.

Customer Engagement:o Developing customer engagement programs: Collaborate with retail channels and create co branding promotions toincrease footfall & revenueso Market trend analysis: Analyse seasonal market trends with consumer-centric approach and translate them toeconomically viable options in alignment with business potential and growth plans

Achievements: Independently handled the marketing activities for six product launches in six months including theintegrated media and marketing communication campaign for the launch of the first Sony Android Xperia mobile phoneacross the Mena region, focussed on targeting the youth segment. The digital and social media focussed campaign helpeddrive double-digit growth for the brand within the first few weeks of launch.

C A T E G O R Y M A R K E T I N G C O M M U N I C A T I O N S M A N A G E RS O N Y M O B I L E C O M M U N I C A T I O N S A B | J U N E 2 0 0 9 - M A R 2 0 1 0

My role entailed effective marketing and communications strategy implementation along with optimum utilisation of mediabudgets for the entire Sony portfolio of twelve sub brands through creative and innovative media planning along with themedia partners, taking care of market research.

Marketing:Translate the marketing philosophy across the 12 categories and 6 territories and ensure flawless planning andexecution of the same to achieve the set ROI from marketing initiatives and ensuring the department achieves efficienciesof scale from overall budget

Strategic Planning: Targeting, Segmentation, Brand positioning and Identity, Communication planning, Media management,Product Planning, Price Point Analysis, across all Sony product categories in MENA region

Communication Development: Lead the creative development for key communication initiatives across media touch-pointslike TV, Print, Web, OOH, Radio, POSMarket Information Analysis/ Research & Measurement : Responsible for developing robust learning agenda across SonyElectronics product categories. Implement Strategic Research Solutions in place, that include– Market Sizing, ConsumerSegmentation, Ad Research, Sales/Distribution Measurement, Media Research and Brand Health Tracking. Also marketactivity tracking including price changes, offers, launches, new communication etc.

Achievements: Led many successful campaigns and also a media pitch for Sony Gulf, which resulted in consecutive savingsfor Sony Electronics (Gulf) for many years to come.

M E D I A & M A R K E T I N G C O M M U N I C A T I O N S M A N A G E RS O N Y E L E C T R O N I C S G U L F F Z U A E | J A N 2 0 0 5 - D E C 2 0 0 8

Strategic Planning | Creative Ideation | Creative Development | Research & Measurement | On-Ground Activations

Brands | Ford: Ikon, Endeavour, Mondeo, Fusion

C L I E N T S E R V I C I N GJ . W A L T E R T H O M P S O N | M A Y 2 0 0 3 - D E C 2 0 0 4

Strategic Planning | Creative Ideation | Creative Development | Research & Measurement | On-Ground Activations

Brands | Ford: Ikon, Endeavour, Mondeo, Fusion

C L I E N T S E R V I C I N G

C O N T R A C T A D V E R T I S I N G | A P R 2 0 0 1 - A P R 2 0 0 4

S E L F P R O F I L E

A thorough optimist who believes in ‘work’ and ‘play’ as synonyms. A self-starter seeking continuous learning, improvementin knowledge and its meaningful utilization. An enterprising spirit with a balance of structure and creativity - a clearopinion and a sense of objective.

Date of Birth: 19th Aug’77

I N T E R E S T S

Painting, reading, creative writing, listening to music, theatre, writing poetry, swimming, badminton, table tennis andcricket.