Vivek Anantha Narayanan

About Vivek Anantha Narayanan

I am a brand and marketing professional with 12 years of experience building brands that people don\'t just recognise but actively choose, across BFSI, FMCG, F&B, and Retail. My work has sat at the intersection of brand strategy and business outcomes. I have shaped positioning for Ujjivan Small Finance Bank, repositioned Moneyview as a financial wellness platform, contributed to Tata Croma\'s journey from challenger to category leader, and helped Butterfly Kitchen Appliances modernise its brand before its acquisition by Crompton. For Onesta Pizzeria, I built the brand from the ground up, creating campaigns that became part of Bengaluru\'s pop culture, growing their social presence to 112K+ followers organically, and driving the kind of brand equity that contributed to the brand being acquired for Rs. 100 Cr. Across each of these, I have worked directly with founders and CXOs, not just executing briefs, but helping shape the brand\'s direction. What I bring is the rare combination of strategic thinking and hands-on execution: I know how to write a brand brief, challenge creative work, manage agencies, and stay close to consumer insight to make sure the work connects. I have delivered integrated campaigns across offline, digital, social, influencer, and content, always with an eye on what it means for the business, not just the metrics. The brands I have worked on don\'t just have better campaigns to show for it. They have better businesses.

Experience

1. Client Services Director

   Plan B Advertising

   Nov 2021 — Present · Bengaluru, IN

   Shaped brand strategy and integrated marketing across BFSI and consumer brands, defining positioning, communication, and consumer journeys. Spearheaded Ujjivan Small Finance Bank\'s Easy Easy campaign, strengthened brand approachability and delivered 40% uplift in awareness and 14.5% increase in consideration. Repositioned Moneyview as a financial wellness brand by building a content-led ecosystem, drove 401% growth in followers over 24 months. Contributed to Tata Croma\'s repositioning, helped the brand stay relevant against e-commerce competition and evolving consumer behaviour. Supported Tata Croma\'s repositioning against e-commerce competition, contributing to revenue growth from Rs. 4,588 Cr to Rs. Cr, expansion to 550+ stores including 15 TRiBE stores, and Rs. 15.89 Cr profit in FY24. Led Amazon Pay ICICI Bank Credit Card campaigns, built a strong and consistent brand narrative around cashback and value. Repositioned Butterfly Kitchen Appliances, modernised brand perception while reinforcing leadership in South India. Designed and executed GTM strategies ensuring consistency across content, media, and consumer touchpoints. Partnered directly with CXOs and leadership teams to shape brand direction and communication frameworks. Delivered 175% of annual revenue targets in FY 2024-25 through strategic growth initiatives and account expansion.Key Accounts: Tata Croma, Ujjivan Small Finance Bank, AVT Beverages, Moneyview, Unibic Foods, Amazon Pay, Butterfly Appliances, Glance, 10Club, Billabong Schools, Phoenix Greens School, Centre Point Schools, Urbanrise

Education

• IMT Nagpur

  PGDM, Marketing

  2012 — 2014

• MVJ College of Engineering, Bangalore

  BE, Mechanical Engineering

  2005 — 2009

Skills

• Marketing
• Google Adwords
• Competitive Analysis
• Marketing Communications
• Microsoft Word
• Adobe Photoshop
• Facebook Marketing
• Marketing Research
• Project Planning
• Integrated Marketing Communication
• Microsoft Powerpoint
• Integrated Marketing
• Market Research
• Teamwork
• Team Management
• Management
• Brand Management
• Marketing Strategy
• Services Marketing
• Business Development
• Digital Marketing
• Photography
• Photoshop
• Social Media
• Negotiation
• Microsoft Office
• Social Media Marketing
• Microsoft Excel
• Powerpoint