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John Britto

Experienced Director with a demonstrated history of working in top media agencies in India. Skilled in Marketing Management, Digital Strategy, Market Planning, and Integrated Marketing. Strong marketing professional with a bachelors degree focused in Maths


Current Position
BANGALORE, IN
[email protected]

Key skills


Demand Generation

Make use of the industry reports to create a possible Demand generation to arrive at business KPI for a given brief


Consumer Journey

Understanding of working on various categories helps me to come up with a possible consumer journey for a given brand


Growth analysis

Provide a complete audit of a category to arrive at where the growth of brand will come from and levers that will drive that growth


Trend analysis

Coming up with the latest trend that emerge in a group/market/category/consumer/consumption


Tools

Knowledge of available tools/data sources across to help me navigate and mine data for devising strategy, tools like TGI, IRS, GWI, Euromonitor, CX Tool, etc.,


Optimizing Tool

Champion in Tardiis for media optimization to deliver overall savings on Media plan, also put to use to frame effective deals


Video planning

Understanding the change in the media consumption among the TG and transforming TV to a video planning approach for my clients


Agency KPI management

Managing brand requirment in the center and work around driving Agency's KPI for higher profitability

Work Experience

Zenith Media, Sr. Business Director, Jun 2017 ~ Present

Leading the Media planning team to drive biz volume of 1300Mn INR.
Client leader – Lenovo India Pvt Ltd, Toyota Cars, Yamaha Corporate Communication, Welspun Flooring Pvt Ltd and Lactalis group of companies in India.
• Managing the marketing calendar, activities and media budget for all these Clients
• ROI driven AOP plans delivering the KPI of each brand/Clients
• Delivering those KPI through highly targeted and cost-effective media plans through the year
• Meeting Agency’s KPI with all these Clients through optimization and consistent tracking
• Providing Client delight through ROI driven plans and executions
• Managing a team of 3 people in Media planning, liaison with the respective team and collaborate with them to arrive at commendable strategies and deliver exceptional execution at ease

Platinum Advertising Pvt Ltd (A part of Madison World), Media Director, May 2016 ~ Jun 2017

Head Media buying for ITC Foods Limited
Driving stability, implementing sustainable success driven practices and form a future-ready team to manage 400 Cr media investments primarily on TV medium.
• Centralized the buying from Bangalore for all divisions of ITC Ltd to bring up the volume to deliver higher savings
• Devised a strategy to achieve targets by running multiple permutations and combinations to arrive at the ideal plan
• Driving the buying process towards Trading level practices in order to meet the volume growth and better strike rate for campaigns
• Managed a team of 6 people to deliver savings of about 16%

Babajob (Start-up), Media Manager, Jan 2016 ~ May 2016

Media management to drive Biz results at an efficient cost
• Evaluation of Media Agency
• Managing between Agencies
• Working out Marketing strategy along with Strategic Marketing Group
• Support in the Brand rollout
• ROI driven - Campaign planning
• Digital Marketing

Mindshare, Business Director, Jun 2013 ~ Dec 2015

Planning lead for Pepsi, Sting and Gatorade under Pepsico, Himalayan Natural Mineral Water, Tata Water Plus and Tata Gluco Plus under Nourishco Beverages (JV between Pepsico and Tata Global Beverages) and Lipton Ice Tea – JV between Pepsico and HUL
• Driving online into the overall media mix as to meet Brand and Procurement objectives
• Being the face of Mindshare and bundle in all the necessary activities, reports and MIS to provide the best service
• Managing team of 4 ensuring Client delight
• Ideating and creating the Annual strategy for Clients using proprietary planning tools and latest media trends
• AOPs and necessary support for Portfolio/Buying
• Monthly plans basis the annual strategy with benchmarking analysis and an IMS approach
• Overlooking respective campaign plans with necessary media touch points adhering to audit parameters and meeting CPRP targets
• Managing all campaign executions under audit parameters and driving efficiencies to reach the productivity target
• Closely monitoring the campaign executions to ensure meeting campaign objectives
• Managing Portfolio campaigns, MIS management for Pepsico India and periodic MIS reporting to Global

Madison World, Account Controller, Jun 2012 ~ Jun 2013

Leading the Biscuits portfolio for ITC Foods with a team of 4 media planners
• Ideating and creating the Annual strategy for all the Clients
• Designing a marketing calendar for every Client and adhering strategies
• Monthly plans basis the annual strategy with benchmarking analysis and a 360-degree approach
• Track on the campaign deliveries and Post Evaluations
• Monthly Competition Update – MIS
• Weekly Media Update – MIS

Mindshare, Manager - The Exchange, Nov 2010 ~ May 2012

• Setting the benchmarks for various Clients and categories basis the annual plans for TV, Radio and Print
• Have done National and Regional buys adhering to the benchmarks
• CPRP tracking for effective maintenance of benchmark
• Have controlled inflations effectively
• Evaluations of events and impact buys

Ivy League Advertising , Sr. Account Planner, Nov 2009 ~ Oct 2010

• Arriving at key insights
• Capturing the codes of product and designing a communication plan for brands
• Media planning and buying for delivering the communications effectively
• Worked on 2 TVC production since the concept stage

Zee Tamil (Zee Entertainment Enterprises Ltd), Manager - Strategy Planning, May 2008 ~ Jun 2009

To devise the strategy for 4 pillars of a Satellite TV channel for Tamil Nadu, India – Programming, Marketing, Sales and Distribution
• Programming – (i) FPC planning to arrive the genre of content and its telecast time (ii) Promo planning to drive viewership to key programs and optimize the promo time for better results
• Marketing – Devising marketing strategy to promote the viewership, working with Creative and Media agencies to deliver the same
• Sales – Devising Pricing strategy to drive the fill levels of channel ad inventory
• Distribution – Mapping the coverage of channel for better viewership results

Lintas Media Group (A part of IPG), Media Executive, May 2007 ~ Apr 2008

Handling all media plan executions for ITC Food Division

Cavinkare Pvt Ltd, Media Executive, Apr 2005 ~ May 2007

Handling all media plan executions for Cavinkare Pvt Ltd


Appreciation

• Increase in the HH’s size for Spinz as a result of a successful media campaign - 2006

• A successful launch of FMCG division of ITC during 2007 

• Innovative TV channel Launch – Zee Tamil during 2008 

• Highest ever return on a single campaign for Britannia  – Goodday Biscuits 2012 

• Highest ever campaign awareness for Pepsi during 2015

• 16% cost savings for ITC during 2017 


Education

St. Joseph's Autonomous College, Bachelor of Science (BS), Mathematics, 2002 ~ 2005

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