Nidhi Maheshwari
Summary
Accomplished marketing professional with a strong foundation in FMCG, retail, consumer tech, and media & entertainment. Successfully led marketing initiatives for iconic brands like Lakme, Frooti, Appy Fizz, and Lionsgate Play. Skilled in brand strategy, digital marketing, consumer insights, and campaign management. Proven ability to drive business growth, increase market share, and build strong brand equity through strategic marketing and sales enablement.
Overview
10
10
years of professional experience
Work History
Senior Marketing Manager
Disney + Hotstar
03.2022 - Current
- Led high-profile brand campaigns for Disney+ Hotstar, driving significant increases in brand awareness and consideration scores.
- Implemented effective strategies, including unique content showcases and budget-efficient creative development and media planning, to inform future content planning and brand metrics.
- Successfully launched groundbreaking shows like Aashiqana, TV+ format show, utilizing data-driven insights to drive rapid audience growth. The show achieved 100k targets in just eight weeks and continued to captivate audiences for three seasons.
- Delivered highly successful launch campaigns for shows like The Night Manager, exceeding all targets and securing Gold award at Promax Asia 2023. Employed innovative media strategies and leveraged existing celebrity relationships to achieve comparable buzz and awareness to competitor shows at fraction of cost.
- Managed a diverse portfolio of shows, including reality TV (Moving in with Malaika), drama (Shoorveer), animation (R R Rajamouli's Baahubali), and slice of life comedy (Life Hill Gayi), ensuring successful 360-degree marketing and execution.
- Fostered strong partnerships with key stakeholders within and outside the organization to ensure seamless execution of marketing campaigns.
Senior Marketing Manager
Lionsgate India
01.2020 - 03.2022
- Successfully launched Lionsgate Play app in India, exceeding year-one targets within five months.
- Led social, influencer, and overall communication strategies, partnering with top creators like Ananya Panday and Tiger Shroff.
- Developed a unique, cost-effective celebrity engagement strategy to drive long-term brand associations. Consistently achieved social media KPIs and app download goals.
- Conceptualized and led successful launches of Lionsgate Play originals, Hiccups & Hookups and Jugaadistan. Achieved key performance indicators for awareness, buzz, and subscriptions, leading to a second season for Hiccups & Hookups.
Assistant Brand Manager
Parle Agro Private Limited
07.2016 - 01.2020
- Led brand development and communication with Sagmeister & Walsh, creating award-winning TVCs for Appy Fizz and Frooti
- Established a unique brand identity within the competitive beverage market
- Identified key impact properties like Bigg Boss (both national and regional) and leveraged them to fulfill brand growth objectives
- Both HSM Bigg Boss and Telegu Bigg Boss grew Appy Fizz to 55% (previously growing at 35%)
- Launched 600ml SKU in 2017 along with Salman Khan and a strong consumer promotion linked to Bigg Boss
- This SKU grew at 45% as opposed to 23% over the previous years
- Launched and built the magical SKU for the brand, i.e
- 160ml at Rs 10/- in 2018 which is now growing the brand at 75% while working various consumer promos to meet business objectives like home consumption bottles for Frooti, share packs, etc
- Planned and launched the first extension of the Fizz portfolio, Frooti Fizz in 2017
- Leading the project to revamp brands within the portfolio like Bailley (PDW)
- Launched a first-ever meet and greet with the celebrity Salman Khan via a digital campaign, and the first-ever Fizz Day (influencer-led campaign) leading to double the followers on social media handles
- Leading digital-specific campaigns like Frooti Chennai Super Kings, again leading to an increased number of fan community and consumer participation
Marketing Manager
Hindustan Unilever Limited; Brand: Lakme Salons
06.2014 - 10.2015
- Presented the first ever Bridal Show at Lakme Fashion Week collaborating with ace designer Neeta Lulla
- Conceptualized, developed & executed a Brand Campaign around Bridal Stylists leading to a growth of +11% in 2015
- Represented HUL and worked with students at Harvard Business School to test and deliver a salon-on-wheel concept
- Conceptualized, and executed the launch of the first express salon-Lakme FastnFab
- Steered pricing, innovation services, and unisex positioning; handled the operations of the salon post-launch to attain 100% targets for the new format salon within the first 4 months of operations
- Activated tie-ups with relevant brands to bring new customers, successfully tied up with brands like Amazon, Croma, and Samsung thereby increasing redemption rate by 2% from 0.60%
- Associated with Unilever Brands like Lipton, and Lakme via TVCs and created a synergy with product and service portfolio
- Executed national promos/ activations during the lean periods that affect the business (Shradh/ summer vacations etc.) to counter the drop in Footfalls
- Delivered 100% target achievement of Lakme Salon, Khar in first 3 months, handled issues such as salon visibility, and staff motivation, also executed various incentive and referral programs
Education
MBA - Marketing
Prin. L.N. Welingkar Institute of Management Development And Research
01.2014
Bachelor of Technology - Information Technology
NMIMS University
01.2012
Skills
- Brand Management & Development
- Marketing Communications & Advertising
- Media & 360 Campaign planning
- Digital & Social Media Marketing
- Sales expertise
- Data analytics
Awards
- Hindustan Unilever-Lessons in Marketing Excellence (L.I.M.E) Season 5
- Hyundai Youth Global Marketing Camp, 2013
- Mood Indigo-IIT Powai
- Campus2Corporate
Personal Information
Date of Birth: 02/15/90
Timeline
Senior Marketing Manager
Disney + Hotstar
03.2022 - Current
Senior Marketing Manager
Lionsgate India
01.2020 - 03.2022
Assistant Brand Manager
Parle Agro Private Limited
07.2016 - 01.2020
Marketing Manager
Hindustan Unilever Limited; Brand: Lakme Salons
06.2014 - 10.2015
Bachelor of Technology - Information Technology
NMIMS University
MBA - Marketing
Prin. L.N. Welingkar Institute of Management Development And Research
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