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Priyanka Agrawal

Brand, media and communications strategist with over twelve years of learning experience within personal care, finance, auto, online gaming, home improvement, ecommerce and laundry. With passion, curiosity and commitment for people, brands, technology and media, I have won accolades at Cannes Lions, D&AD Impact, Effies, Emvies, FOMG, The Mashies, Smarties. I love to champion purpose driven and cause marketing ideas that have the potential to make a difference in the world.

Key Skills

Brand Strategy
Digital Marketing
Communications Planning
Content Marketing
Strategic Business Development

Professional Experience

Feb 2020
Present
Director, Strategy and Business
Tilt Brand Solutions , IN
Chairperson, Internal Complaints Committee for POSH
 
Building brands with strategic thinking, owning and growing the business by creating new opportunities. Independently leading key pitches for the agency. 
 
- Livspace: Brand repositioning and championed the brand digital strategy 
- Ace2Three: Led the pitch, crafted the new positioning and campaign and mounted brand track studies to understand the impact of marketing 
-  Flipkart: Brand repositioning, tactical communication campaigns 
- The Pink Foundry: Created the brand go to market identity, positioning, proposition, purpose, website architecture, communications planning 
Jan 2019
Jan 2020
Sr. Brand Planning Director
Edelman India , IN
Mumbai Head, Internal Complaints Committee for POSH
 
Drove the agenda for strategic and communications planning. Built and grew the business beyond Public Relations by injecting strategic thinking into brands. Created content which is earned centric, social by design, fast as news, built with purpose and owned by community. Championed ideas in the space of cause and social development. 
 
- Surf Excel: Championed the thought of changing the lens of Failure in children with a social experiment- The Falling Test (Haar ko Harao) 
- Hindustan Unilever: Designed an internal employee campaign for diversity and inclusivity 
- Dove India: Reframed beauty standards among young girls; ‘Lets break the rules of Beauty’ with a social experiment and the first ever no digital distortion cover on Grazia 
- Nissan APAC: Brand repositioning across Asia, created toolkits for market cascades, communications planning 

Jul 2017
Dec 2018
Sr. Brand Planning Director
Lowe Lintas , IN
Drove the strategic and communications planning for personal care and financial brands. Experience in global markets - India like Pakistan, UAE, KSA, Indonesia, Thailand and Africa. 
 
 - Fair & Lovely: Led t Fair & Lovely Foundation strategy to communication, campaign design Pehli Tankha, on the core team for the brand name change, led primary research across markets, brand repositioning, proposition and purpose
-  ICICI Prudential Life Insurance: Led the work on evolving the brand communications by de-linking it from the category norms. Fear of life after death to Happiness during lifetime. Led functional campaigns to grow the brand sales. Led the CSR campaign – ‘Listen to Your Body’ 
-  Citra: Led the brand re-launch in Indonesia and India. Led the consumer work and product architecture. Developed the new positioning, purpose and proposition 
Jan 2015
Jun 2017
Director, Digital Media Strategy for HUL
PHD India , IN
 
Drove the agenda of thought – leadership by injecting strategic media thinking backed by data. Created media benchmarks for measuring the impact of digital media on brands. Forecast of media trends which can be taken to scale. Designed consumer journeys based on shopper data. 
 
-  Mapped Joint Business Partnerships with Google and Facebook 
-  Created Playbooks for driving growth in Video and Mobile platforms 
-  Co-written and published e-paper on retail technology transforming India 2016 & beyond 
-  Conceptualized & launched the in house social listening Command Centre at HUL – HUL NOW 
-  Re-strategized Unilever’s beauty content platform – Be Beautiful 
-  Designed the rural campaign for Active Wheel to connect migrant labour couples. Won a Cannes 
-  Created the first ever mobile English tutorial centre for women in South India for Rin 
-  Designed the social and media campaign for Lifebuoy – Help a Child Reach 5. Won a D&AD Impact for effectiveness 
Apr 2011
Dec 2014
Brand & Marketing Manager
Channel V, Star India , IN
Led the digital growth strategy – technology, media, content. Pioneered many firsts digital initiatives for the brand – VithU app, User Generated Content blogs, engagement for shows on social media. Part of the core team for the brand refresh- consumer research, programming inputs, designing B2C and B2B communications, on-ground activations, digital content. 
 
- Created India’s first women’s safety app at scale – VithU. Further enabled a partnership with Kareena Kapoor to promote the app 
-  Led a behaviour change campaign among youth during the 2014 General Elections – Your First Time 
-  Created India’s biggest youth blog V Teen Confessions to enable them to safely speak about their mental health issues 
-  Celebrated the biggest youth anxiety – ‘break ups’ with a Youth Break Up Party across 5 cities 
-  On the core team for repositioning the channel offering and branding from Music to GEC  
Apr 2008
May 2009
Public Relations Consultant
Percept Profile , IN
- Planned and executed public relations strategies for lifestyle, beauty and auto brands 
Apr 2007
Mar 2008
Executive, Business Development
CNBC Awaaz and Moneycontrol.com , IN
- Conceptualized and went to market with ideas for Advertiser Funded Programs 

Education

Jun 2009
Mar 2011
MBA, Media Management & Marketing Communications in Symbiosis Institute of Media & Communication
Symbiosis International University
Jul 2002
Mar 2007
Bachelors of Commerce in HR College
Mumbai University
Jul 2004
Apr 2007
Advanced Diploma - Advertising & Marketing in HR College
Mumbai University
Jun 1990
Mar 2002
Undergrad in Convent of Jesus & Mary, Fort Convent
Maharashtra Board

Certifications

2015
Facebook Insights
Facebook
2016
Google Ad Words
Google

Achievements

2018
Honors and Awards
Won multiple awards across national, regional and global shows like Cannes, D&AD Impact, Effies, Emvies, Spikes
Awarded Young Strategist of the year in 2016 at Dragons of Asia 

Quote

If you don’t have any shadows you’re not standing in the light

Unknown

Hobbies & Interests

  • Reading
  • Swimming
  • People Watching
  • Talking to strangers
  • Culture diving
  • Learning the piano

Languages

English
(Native)
Hindi
(Native)
Marathi
(Basic)

Career Aspiration

A successful brand and communications specialist leading the way in driving actionable changes to make better living structures for people

Get in touch with Priyanka