Sadan Upadhyay

Led development and execution of brand strategies aligned with business goals, ensuring consistent messaging across campaigns, platforms and retail touchpoints by coordinating agencies and managing media plans; collaborated with Nielsen, Kantar and Max Media for brand health assessment and strategic direction. Directed multi‑agency performance marketing (Axiata Digital, Pinstorm and Marching Ants) across PPC, SEO/SEM, paid social, app engagement and influencer collaborations; implemented data-driven campaigns using first‑party data, audience segmentation and A/B testing to improve ROAS, CTR and CPC. Managed full marketing budget with P&L accountability, negotiating contracts and optimizing media spends; partnered with product, DevOps, ecommerce, procurement, sales and CX teams to enable omnichannel marketing automation and brand governance. Led a team of marketing professionals; oversaw end‑to‑end email marketing and CRM-driven communications.

Led formulation and rollout of national and regional campaigns including product launches and festival promotions; maintained brand tone across ATL, BTL, digital and in-store channels; designed trade collaterals for 10,000+ retail points; conducted competitive monitoring and gap analysis to deliver actionable differentiation insights. Executed Google Ads and social campaigns across Facebook, Instagram, YouTube and display networks, improving engagement and CTR while reducing acquisition cost through continuous A/B testing and conversion rate optimization. Conducted SEO audits and SEM strategies; used Synthesio and Talkwalker for sentiment tracking and crisis monitoring to improve NPS. Key win: 3M app acquisitions and MAU growth through app-first marketing, ASO and targeted digital campaigns.

Built and executed end-to-end GTM strategies for new product launches covering market positioning, audience targeting, competitive differentiation and 360° creative assets across ATL, BTL and digital channels; led agencies to craft compelling campaign narratives aligned with brand guidelines. Launched OTT partnerships including Yonder Music and iFlix in 2017, accelerating digital content adoption and streaming monetization across Nepal. Coordinated cross-functional timelines with product, sales and marketing teams to ensure on-time and on-budget delivery; incorporated post-launch performance data and market feedback to continuously optimize campaign effectiveness. Key win: Day-1 360° rebranding campaign post-Axiata acquisition (2016).