Raveena Udasi Mathew
Bangkok
Summary
A passionate & enthusiastic digital marketing professional with over 10 years of experience spanning across digital planning, strategy, analytics and full-funnel execution. Currently leading key business accounts at OMD Singapore. In my previous role, I was heading performance and investment products at OMG Thailand. I truly believe if you are determined to make things happen, nothing is ever impossible. This comes from my experience of living and thriving in 4 different countries. Challenges excite me & I love creating transformation plans to revolutionize ordinary to be extra-ordinary!
Overview
10
10
years of professional experience
1
1
Certification
Work History
Business Director
OMD Singapore
11.2022 - Current
- Currently leading key business accounts including McDonald's, Beiersdorf, Clarins and Qantas for Singapore
- Responsible for 15 competitive integrated media planning experts across levels from account directors to media executives
- Driving client business and partnering with them as an extension of their team in order to drive growth for both of us
- Decoding client's challenges into actionable media deliverables to ensure business success
- Being agile to business and market dynamics, ensuring proactive responses to current needs
Digital Head - Performance & Investment
OMG Thailand
01.2022 - 10.2022
- Moved to group role after a successful stint on the agency side OMD as a Digital Director
- Headed the digital performance, operations & investments for the entire group OMG
- Led a team of 27 biddable media experts including search, social & programmatic across several levels i.e., Directors to Executives
- Resource planning & management to deliver optimal head-count efficiency which includes hiring, restructuring & outsourcing
- Creation & implementation of processes within teams to avoid leakages in campaign delivery or performance outputs
- On-boarding new technology partners to provide new & cutting edge solutions to our clients
- Evaluating & negotiating annual deals including JBPs & SVAs with key media partners that increase value to client as well as our group business
- Managing & tracking principal trading deals for opted-in client across media platforms locally & regionally
- Ensuring team's learning & development by tailoring training sessions by media platforms to meet with team's learning needs
- Participation in OMG Ignite: identified by our agency leadership as one of the rising stars across the globe to join Omnicom Media Group's new talent development program.
Digital Director
OMD Thailand
01.2021 - 12.2021
- Got promoted to being the Digital Lead for OMD TH within 9 months of tenure as Associate Director! Devised digital transformation roadmaps for our key businesses at OMD TH including Beiersdorf, McDonald's and Danone
- Implemented best-in-class media practices across platforms
- Designed & developed real-time reporting dashboards locally & regionally for key projects
- Built quarterly KPIs & set benchmarks with respective teams to outperform industry standards in planning & delivery
- Led the quarterly digital business reviews locally & supporting regionally
- Led digital performance including eCommerce & always-on campaigns
- Thoughleadership through OMD Spotlight series and article writing
- Active contributor to new business development that translated into wins
Associate Director - Digital & eCommerce
Omnicom Media Group OMD
03.2020 - 12.2020
- First role in Thailand after relocating from India
- Led the digital media strategy, planning & implementation for Beiersdorf locally
- Successfully introduced & implemented some new test & learn platforms for our campaigns which had been one of the main KPI at hand for us
- Enabled reporting automation across all key campaigns which led to higher efficiency (performance & man-hour)
- In addition to tactical campaign planning, I was driving the eCommerce & AlwaysOn campaigns
- Unique media strategy best suited to meet client business goals & monitoring end-to-end execution for seamless and successful delivery
- Created plans that are supported by strong insights, past campaign learning, understanding of the competitive landscape to arrive at distinctive strategy that entails recommendation of new platforms without hampering business numbers
Associate Director - Paid Media
Performics, Publicis Groupe
04.2019 - 02.2020
Group Head - Paid Media
Performics, Publicis Groupe
03.2019 - 03.2020
Digital Marketing Specialist
VMLY&R, A WPP Company
10.2016 - 03.2018
Digital Business Manager
Mindshare, GroupM, A WPP Company
03.2015 - 10.2016
Digital Media Planner
PHD Media Worldwide
12.2013 - 03.2015
Education
MBA - Management
University of Mumbai
Mumbai03.2015
Communications
University of Mumbai
Mumbai03.2013
Skills
- Facebook Business Manager
- Google Ads, Google Analytics, DV360
- Google Looker Studio & Supermetrics
- TikTok Ads, Twitter Ads, LinkedIn Ads
- ComScore, Similar Web, App Annie
- Lazada & Shopee MSP
- Canva
Publications
My article about Social Commerce in Thailand - 'The Art of Storyselling'; was published on WARC under the Southeast Asia Spotlight series. You can read it here: https://bit.ly/3kXo2N3
Certification
- Publicis Media Accelerated Leadership
- Facebook Agency Women Leadership
- Google Women Leadership Program
- Outbrain Academy Native Ad Certified
- Amazon Advertising Certification
Awards
- META Select SEA 2021
- Impact Top 30 Under 30 2020
- Social Samosa 30 Under 30 2019
- Young Spikes Media Winner 2016
- Client Lead Of The Year 2019
- Adgully's Young Gun of the Year 2018
- India's Top Digital Planner 2016 and 2017
Entrepreneurship
House of Scholars, India, An e-learning platform designed to create industry ready professionals. A unique concept of binge-worthy video content to make education more entertaining for today's youth.
Timeline
Business Director
OMD Singapore
11.2022 - Current
Digital Head - Performance & Investment
OMG Thailand
01.2022 - 10.2022
Digital Director
OMD Thailand
01.2021 - 12.2021
Associate Director - Digital & eCommerce
Omnicom Media Group OMD
03.2020 - 12.2020
Associate Director - Paid Media
Performics, Publicis Groupe
04.2019 - 02.2020
Group Head - Paid Media
Performics, Publicis Groupe
03.2019 - 03.2020
Digital Marketing Specialist
VMLY&R, A WPP Company
10.2016 - 03.2018
Digital Business Manager
Mindshare, GroupM, A WPP Company
03.2015 - 10.2016
Digital Media Planner
PHD Media Worldwide
12.2013 - 03.2015
MBA - Management
University of Mumbai
Communications
University of Mumbai
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