Lahari B

Manager - Digital Strategy

Mindshare • Tiempo completo

Jul 2023 - Sep 2024 • 1 yr 2 mos

Duties and Responsibilities: • Responsible for the holistic digital media strategy of Unilever SL’s largest commercial category: Home Care. • Managing minimum digital media budgets of USD 100K monthly and USD 1Mn on a yearly basis. • Strategizing, deployment, & optimization of campaigns for brand-building & breaking clutter: focus on R&F, CPM, ER, VTR, & CTR. • Strategizing, deployment, & optimization of performance marketing & DDM (Data Driven Marketing) campaigns in preparation for the cookie-less future: focus on CRO, ROAS, and CPL. • Achieved annual 1PD (first party data) targets within 3 months with 80K+ leads and a 70% CPL reduction. • Functioning as Mindshare’s local driver for innovations and Industry Awards. • Creating high-level strategies and forecasts: Mindshare X Unilever Integrated Business Plan, Annual Media Strategy for Home Care. • Primary liaison in between all brands and all vendors for the successful deployment of campaigns & innovations each month – tech partners, third-party delivery platforms, modern trade partners, entertainment partners, fashion & apparel, commerce partners, etc. • Working with and evaluating Unilever’s creative agency partners: A/B testing creatives for VTR, CTR, ER, ROAS, and CPL optimization. • Working with global and regional Mindshare leads and platform leads for best practices and optimization (E.g.: Google, META, 3P, Roar Media, etc.). • Nominated for Mindshare’s “Rising Star” award 2024 within the APAC pool. CAMPAIGN AWARDS WON: - 1 Gold for Comfort at DRAGONS Sri Lanka 2024 - 1 Silver for Comfort at DRAGONS Asia 2024 - 1 Silver for Sunlight at Festival of Media Awards (FOMA) APAC 2024 - 1 Bronze for Surf Excel at SLIM Digis Awards Sri Lanka 2024 - 1 Bronze for Sunlight at SLIM Digis Awards Sri Lanka 2024 - 1 Finalist Award for Comfort at Effie Awards Sri Lanka 2025 - 2 Finalist Awards for Vim at Effie Awards Sri Lanka 2023