Nanda Kishore Sethuraman

Best Young Marketing Professional of the year - 2009

Profile Summary

· Over 14 years of experience in creating and sustaining integrated marketing plans for different businesses · Management graduate from top-10 Business School · Illustrious track record of generating profitable revenue growth · Recognized and rewarded by peer groups, industry bodies and employers for meritorious performance · Strong history of leveraging technology to provide effective business solutions

Key Professional Achievements

• Conceptualized and executed first of its kind features for Equity Mutual Funds for Bharti AXA Investment Managers.
• Devised and implemented lead generation activities for Bharti AXA Investment Managers.
• Contributed significantly towards growing the AUM of Sundaram BNP Paribas Mutual from USD 300 Mn to USD 2.8 Bn
• Improved the topline of Contract Advertising, Chennai by adding new clients like Indian Terrain, NEG-Micon & GM Pens
• Adept at handling brands through various phases of the brand life cycle viz., launch (MRF ZVT / Reynolds), growth (NIIT@School), sustenance (MRF/ Hidesign), re-launch (Indian Terrain)

Rewards & Recognitions

• Awarded the Best Young Marketing Professional Award – 2009 by CMO Council of the World Brand Congress
• Awarded the Best of Best Award – 2008, by Asia Asset Magazine, for 'Most Innovative Product – India' for conceptualising and executing Zero Balance Folio - a market penetration tool.
• Conferred Special Recognition at AXA Innovation Awards 2008 & 2009 for e-initiatives undertaken for the Indian business and Liq-uity – a unique offering conceived, developed and promoted along with the products team respectively.

Professional Experience:

Bharti AXA Investment Managers Private Limited (August 2007 – till date)
Head – Marketing & Customer Services

Major Contributions:

• Set up the Marketing function, developed policies for governance and launched the brand.
• Key lead in conceiving and operationalising innovative product offerings like Daily SIP & Eco Plan – firsts in the Mutual Fund industry.
• Inculcated technology focus & employed new media strategies to garner 10% of all registered folios through the web as against industry average of 4%.
• Generated over 4000 leads with assets of over USD50000 in just under three months through online lead generation activities
• Adapted the marketing approach, owing to reduced resources, towards BTL, PR & new media including Internet thus retaining brand salience despite minimal spending.
• Leveraged the synergies of marketing and customer service resources to successfully run a cross and up sell programme resulting in 24% retention of SIPs and 2000+ new investments in 4 months.

SUNDARAM BNP PARIBAS ASSET MANAGEMENT COMPANY (February 2005 – August 2007)
Head – Marketing Communications

Major Contributions:

• Repositioned the organization as an ‘Innovator brand’.
• Negotiated unique media deals which were firsts for Mutual Fund Industry, leading to nearly 25% more value for money spent.
• Championed an investor education initiative – ‘The Wise Investor’ and made it a regular communication vehicle.
• Integrated the digital medium as part of mainstream marketing strategy and executed lead generation campaigns resulting in an average rate of 1400 leads/month.

FUTURE SOFT (now ARICENT) (July 2003 – January 2005)
Analyst

• Designed and implemented metrics based on strategic inputs to forecast the business pipeline.
• Contributed significantly towards the due diligence during the acquisition process

CONTRACT ADVERTISING (June 2002 – July 2003)
Account Group Head

• Built a business volume of USD12 million as part of the Chennai branch re-launch team

• Added NEG-Micon, Indian Terrain & GM Pens to the client list

• Designed the successful re-launch strategy and communication plan for Indian Terrain

AMMIRATI PURIS LINTAS (March 1997-May 2000)
Senior Account Executive

• Designed and executed the advertising strategy for MRF’s four-wheeler tyre brands and corporate advertisements, with a business volume of USD 20 Mn.
• Managed all communication requirements for large launches of their flagship radial brands ZVT & ZVTS.
• Handled frequent projects for Reynolds Artoons, Rexona, The Hindu (The Sportstar) and Funskool.

TATA PRESS (June 1995 - February 1997)
Senior Sales Executive

• Consistent sales performance and ranked amongst top 2 sales professionals for 2 consecutive years.

Education:

• May 2002 – PGDEM from IMT Ghaziabad, ranked amongst Top 10 B-Schools in India. Topped the Marketing Stream
• March 1994 – B.SC (Physics) from D G Vaishnav College, University of Madras.

Other information:

• Guest Columnist for leading Advertising & Marketing based portals and publications including www.afaqs.com, www.paulwriter.com and Afaqs Reporter. Recent columns:

o Krishna’s lesson on Brand Management

o The war of the wallet

• Authored articles also available at my blog: http://www.brandrecall.org
• Guest faculty at ITM for the Executive MBA course covering subjects under Marketing

Contact:

Address: A-501, Saideep III, Sindhi Society, Opp. Luv Kush Towers, Chembur West, Mumbai 400 071

Hand Phone: +91-99870 36633

Email: nandasethuraman (at) gmail (dot) com / nandaks (at) brandrecall (dot) org

Blog: http://www.brandrecall.org

LinkedIn: http://in.linkedin.com/in/nandaks

References:

Mr. Sanjay Santhanam (Direct Manager at Sundaram BNP Paribas Mutual) Mail ID: sanjaysanthanam (at) gmail (dot) com Mobile: +91-98400-19451

Mr. Anil Nair CEO of Law & Kenneth Advertising Pvt Ltd (Head of the Advertising Agency that handles Bharti AXA Investment Managers) Mail ID: anil.nair (at) lawkenneth (dot) com Mobile: +91-98210-34227