Shweta Shah

Experience

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  Mindshare Fulcrum

  May 2004 - Jul 2005

  Business Executive

  Led the media planning on Ponds driving their marquee property Ponds Femina Miss India.-Drove a high visibility ATL campaign across 45 tier 2 cities in India.-Rolled out on-ground activations with Café Coffee Day outlets to drive engagement.-Created peripheral content around beauty and youthfulness on Radio, TV, Print and Women’s magazines.

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  DDB Mudra Group

  Jul 2005 - Dec 2007

  Group Account Manager

  Led media planning and buying on key accounts such as Yo Bykes and Panasonic TOUGHBOOK.-Co-authored a research paper on factors affecting cricket viewership that got significant visibility.-Key achievements:a)Launched India’s first electric two-wheeler, Yo Bykes – drove youth connect and parental advocacy through a range of ‘cool quotient’ activities (RJ-led FM radio promos and film festivals on movie channels) and communicating price savings and safety on news channels and print.b)Created visibility and lifestyle associations for Panasonic TOUGHBOOK, a range of combat-grade laptops – utilized business newspapers and lifestyle magazines. Show less

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  Mindshare

  Jan 2008 - Jul 2008

  Investment Group Head

  Was the lead media buyer for the Lenovo account, driving visibility for India and overseas markets .-Grew ToMA and consideration scores for Lenovo laptops amongst NRI customers across 10 global markets, using high visibility integrations on Kaun Banega Crorepati, which included questions being asked on the Lenovo laptop frame and access to other branding elements.

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  DDB Mudra Group

  Aug 2008 - Nov 2009

  Business Manager

  At DDB Mudramax, I led media planning on several key advertisers serviced from the Bangalore office.-During this stint, I also led research on changes in content viewership and ratings caused by the expansion of the TV viewership measurement panel.-Key achievements included:i)Grew adoption of ‘Wipro Safewash’ – a challenger brand in the premium liquid detergents category – we did this by focusing on value-conscious segment and dominating afternoon GEC slots.ii)Launched ‘The Man’, a men’s lifestyle magazine from the Malayala Manorama group – to help build lifestyle creds for the brand, we did brand visibility tie-ups with Hard Rock Café and Radio One. Show less

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  Audience Measurement & Analytics Pvt. Ltd. (aMap)

  Mar 2010 - Sept 2011

  Manager Research and Product Development

  At aMap, I was the in-house media expert to guide the functioning of the DTH measurement panel.-The role included translating data trends into actionable insights for DTH players – our inputs helped Tata Sky and Dish TV to monetize their landing pages and interactive channels.-I also led the content creation and management for the product website and the monthly newsletter that went out to agencies, advertisers and DTH providers.

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  Disney Star

  Apr 2012 - Aug 2017

  Lead, Product and Revenue Strategy

  Over 5+ years, I led revenue strategy teams on diverse channel clusters to drive ad sales ranging from Rs. 450 Crore to Rs. 1300 Crore annually. Key channels included Star Plus, Star Utsav, Star Movies and Star World.-Led the Star TV relationship with Matrix - WPP’s specialist media buying unit, to underwrite large scale media properties on the Star TV’s English channels.-Liaison with Star TV leadership in sales, finance and content acquisition functions to monitor revenue achievement and alert teams on deviations.-Special projects: a)Expansion of rural TV viewership for Star Utsav.b)Reversing commoditization of GRPs on GEC by focusing on the qualitative value of Star Plus content.-Key achievements:i)Large scale integrated advertising deal with Amazon to use Star Plus protagonists as trusted influencers to help Amazon build credibility in India.ii)Helped create consumer engagement and visibility for Vivo smartphones using the marquee ‘Movie of the month property on Star Movies.iii)Created an global-first television partnership with Rolex on Oscars, bringing them on-board as a special partner to associate with the Director’s prelude to movie screening.iv)Enabled Emami to build a contemporary-yet-rooted image by creating strong associations with Star Plus’s Mahabharat – a world class Indian non-fiction production. Show less

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  Welingkar Institute of Management

  Aug 2018 - Mar 2019

  Visiting Professor

  Course designer for core areas like Business of Media , Sales and Negotiation as a visiting faculty for the flagship media mba program.

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  Rajasthan Royals

  Sept 2018 - Nov 2018

  Media Consultant

  Media consultant for IPL team Rajasthan Royal .-Helped Rajasthan Royals to create a roadmap for 25-30% ad sales revenue growth for IPL 2019.-Worked closely with the Rajasthan Royals management team to create the right deliverables and sponsorship packages to target sharply defined segments of advertisers.

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  State Bank of India

  Apr 2019 - Apr 2022

  Vice President- Media Strategy & Operations

  At SBI, I lead integrated marketing for all national campaigns run by the bank across business, retail and digital customers.-In recent campaigns at SBI, I have delivered business impact on app downloads, loan queries and account opening by as much as 10-17%.-I am responsible for marketing budgets for the bank across 14 product verticals and 17 LHOs. In this capacity, I drive budget creation, annual approvals and investment reviews.-I also have the additional charge of managing market research – a key project in my tenure has been the annual brand tracking study that helped improve on brand, product and usage perceptions.-Some of my notable campaigns include:a)Economic revival: partnered on ‘India Revival Mission’ with Times Group.b)Festive connect: Integrated multiple product offers under single umbrella campaign. c)Driving digital adoption: Converting non-digital native customers on to digital channels.d)Customer Education: Ran the largest ever cybersecurity awareness campaign in SBI historye)YONO: Contributed to doubling of YONO user base.f)Visibility on Cricket: built strong contextual visibility for SBI, without using ad spots.g)Personal Loans: Grew pre-approved personal loan inquiries by 27%. h)Brand Campaign: Gave scale to a brand campaign celebrating our customers and employees. Show less

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  HDFC Bank

  Apr 2022 - now

  Lead Marketing

  Alternate Banking Channel & Partnership Vertical