Anirudh K.
Marketing Analyst, Cma Lead @VML
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WORK HISTORY
Marketing Analyst, Cma Lead @VML
CA
WPP | Ford Motors Company | United StatesLead analyst for Ford’s U.S. Central Market Area, specializing in shopper and retail insights, customer profiling, loyalty trend analysis, and journey mapping to drive conquest and retention strategies. I support media measurement, MTA, PI effectiveness, and creative optimization across Ford initiatives. In parallel, I collaborate on Lincoln’s national media strategy by providing campaign insights, audience segmentation, and performance recommendations to optimize digital media, creative, and dealer initiatives.Ford – Lead Analyst, Central Market Area (CMA)• Delivered monthly performance dashboards covering retail sales, inventory health, dealer trends, and model mix using Power BI and Polk Automotive Insights.• Provided insights on loyalty inflow/outflow, rejection reasons, and shopper segmentation to inform regional media and field strategies.• Supported Ford U.S. Central FDAFs (T2) with regional sentiment trends, retail analysis, loyalty trends, NVCS, purchase/rejection reasons, shopper insight, brand perceptions, and media impact metrics.Lincoln – Shopper Insights and Media Strategy (National)• Developed and executed full-funnel digital media plans leveraging in-market audiences, retargeting tactics, and custom segmentation to maximize engagement and lease performance.• Optimized campaigns through insights from MTA (Multi-Touch Attribution), media mix models, and PI (Performance Investment) effectiveness tracking.• Led creative testing and platform-specific optimizations across Meta, Google, and TikTok to improve performance KPIs.• Used social listening data to monitor brand sentiment, inform messaging strategy, and mitigate brand risk.• Ran “Test & Learn” pilots for retargeting efficiency, channel lift, and creative impact, applying results to future campaign planning.• Presented strategic media plans and post-campaign readouts to senior Lincoln stakeholders across marketing and sales.
EDUCATION
ICFAI University
Master of Business Administration - MBA, Marketing
University of Mumbai
Bachelor of Management Studies
ABOUT ANIRUDH K.
Hey, I’m Anirudh. I’m a marketing insights / research professional with over 6+ years of…
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