Tuhina Bapuli

Brand Strategy & Growth Marketing Leader | Alliances &

Partnerships | SS 40 Under 40
tuhinabapuli@gmail.com 9312993692 Bangalore, IN
https://www.linkedin.com/in/tuhina-bapuli/

EDUCATION
Aug 2021 Senior Management Program
IIM Lucknow

Aug 2020 PGDM, Digital Marketing

MICA

Jul 2009 PGD, Digital Marketing, Advertising & PR

YMCA, New Delhi

Jun 2008 BA (Hons), English Literature

Jesus & Mary College

PROFILE
Seasoned brand and digital marketing strategist with 13+ years of experience in creating high impact
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brand & digital campaigns on a global scale

Command over omni-channel marketing strategies and meeting multiple customer touch points to
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drive consideration and conversions

Demonstrated experience in leading marketing goals, KPIs, customer acquisition, and retention
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across verticals
Skilled at analyzing and identifying gaps in marketing journeys, informed by deep understanding of
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target demographics & psychographics

Demonstrated experience in innovative brand positioning and advising on GTM motions that focus
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on driving rapid adoption and massive scale across awareness, consideration, conversion, and
closing stages
Deep expertise with Bharat Users and understanding real life situation of customer with social proof
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on brands.
Extensive experience in working with renowned brands across verticals including , Entertainment,
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E-Commerce (consumer internet) and FMCG, Retail & CPG, and Mobility/ Automotive - 8+ years.
Notable clients include DhaniApp, Ola Money ,Swiggy, Boat, Pharmeasy, Bullet Money, Mfine
,Chumbak, Gamezy, Bulbul TV Star Sports, ESPN, ITC, Himalaya, Perfetti, Nestle, Hersheys, Maruti
Suzuki, NEXA,Volvo, Nissan, Renault, Datsun, Bounce, Rapido, Q Jobs ,Diageo, Pernod Ricard
India,HP, Microsoft.
Data driven approach to determine broad base program effectiveness and prowess at employing
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fresh ideas to improve and reinvigorate initiatives

 AWARDS & HIGHLIGHTS

SS 40 Under 40 (2021-22) and e4m 40U40 finalist

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Led the digital mandate for award winning Gillette the Best Man Can Get - Barbershop Girls India
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Campaign 2019 which had a huge celebrity influencer leg Gillette Man Enough Shaving Stereotypes
2019 - Silver Lion Cannes & at Laadli

Onboarding of 15M Kinara store owners through a Localized Communication & Digital Strategy
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across 15 regional languages

Drove the highest ever sales for the brand during their Black Friday Sale for Boat
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Agency Lead on award winning first ever channel meet for NEXA (Maruti Suzuki) in Singapore 2016
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Agency Lead and only girl on the crew – ESPN Star Sports Off Site Annual Awards & Meets ( Dubai
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2009 , Macau 2010, Bali 2011, KL 2012, Abu Dhabi 2013)

PROFESSIONAL EXPERIENCE

Nov 2022 – present foundIt (formerly Monster.com)

Bangalore, IN DGM, Marketing

Responsibilities:

Awarded as "Exemplary Performer Q1" for the leading rebranding of

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Monster.com to foundit

Developed and led a marketing program that ignited revenue growth, in

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particular the rebranding effort of Monster.com to foundit in India, SEA

and ME.

Global responsibilities include pipeline creation, revenue generation,

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and team management across geographies for new customer acquisition

and nurturing by utilizing a glo-cal marketing approach.

Leading on the product engagement and onboarding charter for foundit's

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soon-to-be-launched product.

Led marketing campaigns that reached 1.5M registrations, 85k job

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applications,76 M+ impressions through branding efforts consisting of

social, publications, website banners, and Whatsapp.

Worked with multitude of innovative companies, launching new

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products and innovations, elevating awareness, and driving revenue.

Jun 2022 – Oct 2022 SSP L&K Saatchi & Saatchi

Bangalore, IN VP, Digital Strategy & New Business
Responsibilities:

Recruited to lead the efforts on business and to reinvigorate ongoing

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digital operations efficiency by building customer interactions on real

time marketing that align short term, immediate goals with the long-
term brand narrative.
 Led an agile, multidisciplinary, creative team and worked closely with
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them to drive digital mandates & optimization through iterations and

evaluated growth opportunities

Oct 2019 – Apr 2022 Social Beat

Bangalore, IN EVP, Growth Marketing
Responsibilities:

Managed a team of 5 direct reports and overall 17

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Ownership of brand identity conversations across the entire client

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portfolio, including organizations like Swiggy, Boat, Dhani,

Matrimony.com, Himalaya, ITC, Chumbak, Rapido, Mfine, Unacademy
etc.

Worked on complete conception to launch of social media journeys for

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Himalaya QuistaPro, Boat and TATA Cliq through the customer lifecycle

Worked closely with the TIK TOK team for major campaigns for Swiggy
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and Khatabook

360 degree custodian for vernacular influencer campaign for Bulbul TV ,

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Matrimony, Jaquar, TataCliq

Skilled at CARE on Social Media & Full Funnel Marketing to drive

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customer objectives and success

Drove multi-channel digital marketing initiatives including SEO, SEM,

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search & display ads, affiliate marketing, social, influencer marketing,

and email + content to build awareness, consideration, retention and
growth

Led performance marketing campaigns (for Brigade Group, Dhani, Boat,

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Scaler, Unacademy, KhelPlay, Kinara Capital, Gamezy, Chumbak etc) for

lead generation, site visits, customer acquisition, app downloads, and re-
marketing objectives

Understandood customer pain points to build retention strategy and

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worked with tech team to enhance user experience on Landing Page,

App interface, website, microsites and more

Led customer acquisition campaigns for new mobility brands like Lona,
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Rapido, and Bounce

Worked with cross functional teams including social, content, media

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planning, video, creative, finance, and business development to build

pitches and execute projects

Nov 2018 – Oct 2019 Autumn Grey - WPP Group

Bangalore, IN Sr Director, Marketing Strategy & Creative Transformation
Responsibilities:

Increased revenue in short span of 3 months by making headway in new

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client acquisition & conversions especially P&G and referral

recommendation

Retained clients & partnership through process-oriented approach

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 Fostered positive team environment to mitigate attrition
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Consistently sought out by CXOs for thought leadership and planning

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ability to lead a variety of projects including CEO strategy definition,

culture planning and acquisition planning

Developed brand identity by closely associating with customer teams and

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fixed KPIs on projects

Gathered and processed data to build end customer identity, cohorts,

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brand approach and targeted communication

Drove digital campaigns end to end across multiple marketing channels,

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both ATL to digital and digital incepted campaigns

Jan 2013 – Nov 2018 Communique

New Delhi, IN DGM, Marketing

Responsibilties:

Led the brand transformation journey of Maruti Suzuki to the new

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identity of NEXA

Helped plan, organize, and set up the new identity reveal at the NEXA
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Dealers’ Conference at Singapore – exclusively to India’s top 300

automobile dealers

Led the Maruti Suzuki Swift Vertical Marathon

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Worked on IGNIS Electronation – one of NEXA’s most iconic launches

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and campaigns

Managed the design and production of marketing collateral and

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promotional material for specific client sectors which included

Automotive (Lexus, Nexa, Maruti, Renault, Datsun, Nissan, VOLVO)
Consumer Technology (Samsung, ASUS, Sony Ericsson, HP, Honeywell),
and FMCG (Perfetti, Nestle, Hersheys, ITC)

Led the IPL Campaign 2018 for HP from RCB player shoots , product
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campaigns and consumer events

Created and implemented marketing strategies for Monster India’s

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corporate events, conferences, educational programs

Created integrated planning timelines to coordinate pre-event logistics,

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exhibit design and set-up, transportation, security, and allocation of

services

Retained existing business, drove repeat business & developed strategic

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business plans and budgets for the inception of conferences & product
launches on brands like Diageo, Pernod Ricard, HP, Microsoft

Feb 2012 – Jan 2013 Quintessentially

New Delhi, IN Lifestyle Events Specialist

Responsibilities:

Key representative for Quintessentially Lifestyle - Events vertical

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Planned and managed supplier relationships & specialist experiences

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 Worked on an impressive range of high-profile events, from art to
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education, fashion shows to film premieres and awards ceremonies to

philanthropy

Conversion of leads migration, channelized through Quintessentially

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Concierge into highly personalized events through the bespoke service

offering & unrivalled package of exclusive offers

Worked closely with multi lingual planners, art advisory, wine

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sommeliers, real estate agents, style experts with an On The Pulse

Approach

Associated with the new wing of the World’s leading lifestyle group
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offering 30 specialized lifestyle businesses

Sep 2008 – Mar 2012 Communique

New Delhi, IN Asst Manager, Marketing

Responsibilities:

Promotional campaigns: ideation, theme development, artwork

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selection, and copy writing and editing

GTM planning for activations

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Point of contact for media relations, PR, and post campaign

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amplification

Customer journey enhancement - analyse , prepare reports & conduct

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reviews

Media relations and press releases, handling video shoots, writing

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conference scripts for the anchor and content for monthly newsletters

Quarterly project reviews and concept analysis for ongoing projects

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Responsible for the creative & entertainment planning and execution of

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trade shows, conferences, meetings, and MICE from conceptual phase to

completion