MANSI PIPLANI

EDUCATION
2016-2017
Indian School of Business (ISB) PGP (Intended Majors: Marketing & Strategy)
Young Leaders Programme Scholarship INR 1 Lakh to students identified as future business leaders from cohort of 1500

Digital Strategy consultant for ADAP Advisory Services. Designed & ran a pilot for two Fair Trade companies funded by ADAP
- Benchmarked 80 Fair Trade organizations. Formulated a geo-targeted strategy, using trending popular culture
- Global customer engagement improved by 120% and the campaign resulted in increased online sales in Australia
Winner & Finalist (Top 5/500+ applicants) at two of IIM Bs flagship Marketing and Strategy Competitions
- Digibites: Consulted a live paid content platform on their Digital strategy, short and long term
o Identified best-selling content- travel and fashion; Exceeded expectations by setting up Instagram to push the same
o Recommending pricing changes (Subscription Model vs. Pay-as-you-go) as per Prospect Theory
vvvv
- Impetus: Conducted primary & secondary research proposing III-phase strategy tackling skewed gender ratios in companies
Hindustan Unilever Marketing in Practice (HUL MiP): Organized the marketing excellence workshop conducted by HUL

Shri Ram College of Commerce (SRCC) - Bachelor of Arts (H) Economics (First Division)

2011-2014
Finance Trainee, KPMG
- Spearheaded and accelerated a 3-month long process of consolidating vendor agreements to 1 month
Executive Organizer, Media, Creative and Marketing for Histrionica 2012
- Successfully led negotiations with MTV, 91.1 FM, NewsX, HT City to be media partners while spending zero funds

WORK EXPERIENCE

Zomato Media Pvt. Ltd. (2000 employees | 10000 cities | 23 countries)

2014-2016

Client Success Manager (Delhi NCR)

Business Development & Account Management
Consulted the highest number of clients over 2 quarters and created highly effective hyper-local ad campaigns(Avg RoI~2.2x)
- Created end-to-end marketing strategy and promotional calendar to increase relevant outreach & streamline sales funnel
- Frequent, creative & relevant content posting at strategic times which led to 6% increase in click-through rates
- Reduced clicks to conversion through Analytics achieving 10% website conversion (industry benchmark 7.4%)
Generated revenue of INR 10 lakh/month by proposing creation of new Collections for Desserts & Bakes Clients
Consistently exceeded targets; achieved one of the highest retention rates (~85%, Company Avg~ 60%)
vvvv
- Acquired new merchants and won back old ones, averaging at 3 closures per 15 days
- Upsold and Cross-sold to 3 existing clients every 15 days, increasing billing and retention
Proposed and piloted the creation of the Client Success Team to improve client satisfaction and retention rates
- Conducted Needs Analysis & Primary Research in 28 subzones of the Delhi sales region
Trained and mentored new recruits, developing their market knowledge, pitching and negotiation skills
- 4 out of 5 mentees cleared their final mocks in the first go within 3 weeks. (Company Avg~ 4.5 weeks)
Led BTL drives across the city to increase penetration. Sourced 220 new leads and 100 win-back leads
Identified areas for ATL activations during the companys rebranding phase through analytics and on-ground data collection
Awards & Achievements
Promoted on the fast track (within 9 months) to the Client Success Team from Sales Manager due to exceptional contribution
Best Performer every quarter at the company Townhall from the Delhi Sales Team
First Sales Manager to sell the most premium new product on Zomato worth INR 1 Lakh/month++
Internal Initiatives
Created training modules to increase retention average across the company, leading to a 5% immediate gain
- Initiated Time Management training for peers as a part of Retention Training Module
Spearheaded Shadow-a-Sales Manager Project to enable cross-linkage and better synergy across departments
- Led to development of 2 new categories and 4 new collections
Consulted with the Design and Tech Teams to incorporate merchant feedback and improve product UI/UX.
- Led to logo design changes in native ad displays, resulting in ~8% improvement in impressions
LEADERSHIP & CO-CURRICULARS

President, Marketing Club, Indian School of Business

- Organized multiple L&D events such as Uber Dialogues, Nielsen Workshop, StarTV Alum Interactions alongside a team of 8
- Conceptualized Marktail16, a challenge from UBER as part of ISBs flagship B-School competition
o Increased registrations by 150%
- Introduced the first-ever Blogletter to keep the club updated about marketing related knowledge
Founder, TheSafeWord.Unblinker:
- A social awareness initiative for Child Sexual Abuse and how to prevent and sensitize society about it
Vice President, Media & Marketing, UDAAN 2012 (AIESEC)
vvvv
- Led partnerships with Hop on Hop off Delhi, MTV, Aajtak, Timeout and Hit 95 FM for Udaan
- Impacted upto 7000 underpriveleged children under the largest flagship event organized by AIESEC DU
Student Brand Manager, Tata Nano (DDB Mudra Group):
- Generated 2000 eyeballs/ fortnight through a CSR initiative celebrating a Santano Christmas at an NFP school
Trained Kathak Dancer: Instructor level certification in Kathak