Inderpreet Singh Sethi

Overall Marketing lead for AV business P&L management Retail Management Business and Marketing Strategy Budget Management Revenue generation

• Define the overall marketing and brand strategy basis the defined business strategy and lead the system for transformation from traditional product led approach to consumer centric approach • Ensure linkage of different business functions under the common brand narrative • Utilize the customer insights to define the consumer journeys and also ensure contextual communication and media strategy to maximize business outcomes • Alignment with global mandates and relevant stakeholders in headquarters to achieve BMW India goals • Channelize synergies between different departments to achieve BMW India targets • Provide support to sales team to fulfill business objectives and also align Marketing, PR and sales with the business objectives • Manage the complete team for brand communication, retail communication and digital • Devise the overall media strategy to deliver the agreed KPI • Media planning for efficient utilization of budgets and achieving business objectives by focusing on the right medium basis the product, positioning and the TG • Planning the annual marketing budget by evaluating various factors such as brand impact, brand awareness, consideration, sales targets, growth potential, product launches, dealer launch etc • Steer the digital strategy (Content, Media and Platform) in alignment with overall marketing strategy. • Overall steering of all online platforms ( Owned, paid, earned) to deliver key insights that support marketing planning and decision making • Lead the transformation of consumer journey using technology and data driven marketing by leading the team to setup technology platforms and unite all the platforms to deliver the vision of the brand across all business functions • Defining the future road-map of consumer experience by leading the team to set up consumer centric platforms which provide the pulse of the consumer and more insights on consumer behavior to have a seamless ( online to offline and vice versa) consumer journey

Lead for brand communication, brand strategy and ATL media planning for BMW India

• Formulate and execute marketing and brand strategy for designated brands and monitor via brand track scores • Managing product launches and complete go-to-market strategy for the brand in accordance with annual budgets and managing the complete marketing calendar • Instrumental in designing 360 degree marketing campaigns covering both ATL and BTL mediums • Develop marketing communication across all mediums ( TV/Print/Digital/OOH/Events) • Management of workflows & timelines for development of ATL campaigns (across TV, print, retail, digital, outdoor & radio) • Complete oversight from brief to output for all BTL campaigns • Manage 3rd party vendors (e.g. film producers, photographers) to ensure best-in-class quality • Develop and execute digital brand campaigns– Social Media, ORM, Website, Media Planning, Content marketing • Work with creative agencies for designing all internal and external marketing communications for the brand including Digital/TVC/Print/Direct communication/Event/Visual Merchandising/Corporate communication • Coordinate with media buying agencies for campaign planning and ensuring optimum utilization of media budgets for brand campaigns. • Track advertising effectiveness, campaign response, credibility and recall through different research studies and global benchmarking for each campaign • Work with market research team to obtain consumer insights on product preferences, competition analysis, market segmentation. Ensure that research & direct consumer data is used to consistently sharpen our strategic focus Key Marketing campaigns • Product Launches and 360 degree marketing campaigns - Bolt Launch/Zest Launch/ Indica Ev2 / Vista D90 • Key events – Horizonext launch / Auto expo 2014/ Bolt and Zest Launch • Key integrations - IIFA awards planning and execution / UEFA champions league / Star Plus series – 24/ • Innovations – Zest key innovation

• Managing end to end sales lifecycle from prospect to closure and driving business growth through identification and penetration of new market segments • Developing channel sales strategy and sales forecast in line with competitive activities and market intelligence in the designated territories • Responsible for complete off take cycle and ensuring the rotation of working capital of business partners • Formulating and execution of marketing and communication strategy • Ensuring tie-ups with financier and increasing the penetration of financiers based on central strategy • Designing monthly schemes targeting specific segments based on regional strategy, competition actions and past data • Ensure BTL Activations, from planning to execution stage, in accordance with overall strategy for the region and for the assigned territory • Responsible for SSI and ROI for respective dealerships • Recruitment, training, monitoring and motivation of dealer manpower • Development of key accounts and relationship management with existing key accounts

Understanding customer needs in terms of customer profile, buying pattern, need assessment at SDCV and urban RO’s in Punjab, Rajasthan and Haryana. Analysis of the gathered data using statistical tools to reach conclusions and recommendations.

Market research, analysis and designing go-to-market strategy of sugar markets in Haryana, Punjab and Bihar

• A comprehensive study of consumer buying behavior for springwel • Business development of tempur and making and implementation of the marketing plan for tempur

Understanding the networking of MTNL and working on efficiency improvement for fibre line system.

Marketing excellence for strategic competitive advantage