Nivritti Ashok

Nivritti Ashok

Media Manager at Publicis Media
United Arab Emirates, United Arab Emirates

About me

As a Biochemist out of university, I have always been fascinated by the promise and impact that data and innovation can have. During my experience in academia I had the privilege of researching groundbreaking drug delivery mechanisms using nano-medicine based techniques. This research lay at the interface of Chemical Biology, Bioengineering and Medicine.

After graduation, I decided to transition to the field of marketing and communications to apply my analytical skills and background in a new environment. My experience with digital media in particular has sparked and strengthened my interest in working with data driven insights and technology to build new capabilities. I am therefore intrigued by the value that technology can add to businesses and societies by finding answers and insights locked away in volumes of data. I love challenging ideas and helping clients digitally disrupt & transform by driving innovation within my projects.

Business Specialities :
Global marketing experience in complex markets (30+ markets)
Multi-Industry experience
Product Marketing
Communications Strategy
Digital Marketing
R & D

Industry Experience :
Life Sciences
Healthcare - Consumer Nutrition
FMCG
E-commerce
Airlines
Telecommunications
Tobacco
Education

Sector Experience

Positions

Media Manager
Publicis Media
United Arab Emirates
October 2014 - Present (5 years 10 months)
Media Manager - Nestle Middle East, Zenith MENA (Oct 2018 – Present)
Current Account: Nestlé Middle East ( Health Science, Cereal Partners Worldwide & Confectionery)

- Leading on the end-to-end execution of marketing plans for the Nestlé Middle East portfolio
- Integrating campaigns across digital and offline channels by pivoting from a silo-based approach to an integrated one
- Developing strong partnerships with client stakeholders to propel key projects, improve ways of working, and develop a deep understanding of their business
- Driving the integration of e-commerce planning for the cereal portfolio in 2019 (Middle East has been chosen as the global e-commerce test bed for the breakfast cereals category)
- Marrying data insights with business recommendations: Building data-driven campaigns based on learnings from historical data, DMP insights, attribution and marketing mix models, Tableau, Power BI dashboard, Google Analytics and IPSOS data
- Identifying and feeding the digital measurement framework to drive overall learnings and efficiencies
- Driving functionality testing of new Beta and Alpha tests where relevant (Kitkat was one of the first confectionery brands to launch shakeable ads, execute a world and face lens on Snapchat and carousel ads on IG story in the region in 2018)
- Providing strategic insights on what is happening in the client’s industry, updates on emerging technologies, consumers and competitors
- Providing regular status updates to senior management and other organizational stakeholders

Senior Media Executive (Jan 2016 – Sep 2018)
Accounts: Nestlé Middle East; Etihad Airways & Global Airline Partners (EAP); Du Telecom

- Managed multiple project work streams, multi-million dollar budgets ($50 M+) and global go to market product launches across 30+ markets
- Strategized digital marketing adoption across campaigns on SEM, Social Media, Email & Programmatic platforms
- Built data-driven campaigns across online and offline channels
- Researched product positioning and competition
- Partnered closely with cross-functional teams across marketing and e-commerce to launch successful campaigns
- Streamlined digital operations by proactively developing best practice workflows to manage junior executives (Sped up onboarding by 3x)

Key Highlights: Zenith HQ globally published a synopsis of Nivritti's article, "More than just semantics: GDPR's impact on big data and personalisation at scale", published in Campaign Middle East.

Digital Media Executive (Oct 2014 – Dec 2015)
Accounts: Flydubai; Smart Learning Program
- Translated the brand strategy into actionable plans for the digital ecosystem
- Optimized campaigns on a weekly basis and identified novel opportunities by running beta trials + designing multivariate and A/B tests
- Was personally selected by senior management to be a part of 2 new business pitches

Account Executive - Intern
Dubai, United Arab Emirates
July 2014 - September 2014 (2 months)

Education

Bachelor of Science (B.Sc.)

2008 - 2013 (5 years)
Major: Biochemistry Honors & Awards: Outstanding International Student Award 2008 President's Entrance Scholarship 2008 Programs: Science CO-OP Program (16 months) Campus Positions: Residence Advisor - Place Vanier, UBC Housing Vice President - Place Vanier, UBC Housing UBC Orientation Day Leader - Faculty of Science

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