MiniMBA

Founder

Melbourne Business School

Teaching brand management at Australia’s top rated MBA program. Winner of the teaching prize five times. In 2013 I stepped down from a full time role and became an adjunct professor to focus on consulting and in 2019 retired completely.

Associate Professor

MIT Sloan School of Management

Taught the Core Marketing class on MIT Sloan's prestigious MBA program and then its EMBA program. Won the MBA Teaching Prize in 2009.

Visiting Professor

London Business School

Taught Core Marketing and the Brand Management elective on the LBS MBA program. Teacher of the Year in 2002.

Assistant Professor

University of Minnesota

My first tenure track position teaching Marketing to MBAs and Undergraduates at one of America's great Universities.

I have a PhD in Marketing and spent 25 years working as a marketing professor. I was an Assistant Professor at London Business School and the University of Minnesota, an Associate Professor and then Adjunct Professor at Melbourne Business School, and Visiting Professor at MIT. My MBA teaching won a shit ton of prizes including best teacher at LBS, MIT & MBS. 

I have also worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Penfolds, Jurlique, Cloudy Bay and WD40. 

For thirteen years - from 2002 to 2015 - I served as the in-house brand consultant for LVMH - the world's largest luxury group - working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy. 

I’ve been a columnist for 20 years, writing a weekly column for Marketing, then Marketing Week and now AdWeek in the US and The Drum in the UK. On seven occasions I've been voted Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK. I’ve also been the British Society of Magazine Editors Business Columnist of the Year in 2018, 2022 and 2023. More scholarly articles include the Sloan Management Review, Harvard Business Review, the Journal of Advertising and the Journal of Consumer Research. 

I was a Thouron Scholar and spent 1995 at Wharton. I was a recipient of the Ferber Award in 2000 for my doctoral thesis. My co-authored pricing research was cited by George Akerlof during his Nobel Prize acceptance speech. AdNews rated me one of their “Power 50” and I made SmartCompany's top ten business thinkers list. The AMI gave me the Sir Charles McGrath Award, the highest honour for marketing in Australia. I gave the 30th Anniversary Levitt Group lecture for the Chartered Institute of Marketing in 2019 and the Ogilvy lecture for the Marketing Society a year later. In the 2024 honours list I was a made an Honorary Fellow of the IPA. 

These days I focus on my Mini MBA courses. I live in Tasmania with 3 Tasmanians plus many idiot rescue dogs. I have a boat that I never use. And a gym that I use even less. But I do find time to drink wine, usually in my underpants, until very early in the morning marvelling at the absurdity of it all. 

Note, I’ve maxed out at 30,000 LinkedIn connections. So please follow me instead. And I’ll follow you. Like FDR and Churchill. At Yalta.

Mark Ritson

When a founder takes out a page in the WSJ to protest how his brand is being run. It’s time to pay attention…
#brand #marketing

Open article: Corporate Pressure Killed Lululemon’s Creative Soul by adweek.com

Corporate Pressure Killed Lululemon’s Creative Soul

Wavemaker

Analytics, Media strategy, Go to Market, Attribution, Budgeting
Being the India lead, my job is to be ready with solutions for about 60+ companies, covering 150+ brands in the country. Basic function includes being involved in Strategy for all clients - new & established - by providing result based solutions through the year. I manage 2 critical departments for Wavemaker 
1/ Leading a team for Wavemaker Multimedia Reach estimation tool "Architect"
2/ Leading the Attribution and Research practice for Wavemaker
In the course of 20 months in the current role, we have been able to roll out 'Architect' across India for all major clients. 
We have conducted Attribution Analytics for 15+ clients - enabling them to take data-backed solutions. We have rolled out Budgeting softwares for all Wavemaker clients basis KNN and Market Structure analysis. In the capacity of Research Lead, I have successfully delivered multiple researches aiding Wavemaker's Purchase Journey tool - MOMENTUM. This involves active collaboration between client, research agency and Wavemaker Global solutions team.
Another role which keeps me occupied is in managing the Wavemaker OS - an ecosystem that houses data of all Wavemaker clientele. Onboarding a client, getting digital audits done, managing multimedia solutions, and finally blending media Efficiency with Effectiveness
My client roster includes - Zee TV, Paytm, Netflix, L'Oréal, Mondelez, Colgate, Zydus, Myntra, Tata, Perfetti, PolicyBazaar.com, Kotak, Dream11, Sun pharma, Lupin Pharma, MTR, Nippon paints, Vi, Danone, KRBL, Reckitt Benckiser, Pernod Ricard, etc.

Other than India, I have also carried out business analytics for clients in South East Asia - Dialog Telecommunications (Sri Lanka); Danone Indonesia

Strategy Lead

Mindshare

1/ Led the cluster of clients across Social media, Broadcasting, Pharma, FMCG, Social Network platforms, BFSI, OTT, Household items, Confectioneries, E-learning, Retail, E-pharmacy.
2/ Deriving Insights, Consumer journeys, Competitive analysis, analyze market trends, consumer path to purchase, consumer segmentation, sizing and Market prioritization
3/ Major hustle when COVID-19 struck and India was under lockdown. Companies wanted to stay relevant through advertising. We developed media playbooks & had a quick monitoring process
4/ Determine required budget to meet business goals. Determine role of media & suggest market mix
5/ Worked on launch marketing strategy for FB Video, IG Reels, GECs, Kids' channels and a COVID-ridden IPL launch. Our strategy led to the traffic increasing manifolds in 2020
6/ Mastered the Fast data ecosystem in Mindshare Social Listening platform "LOOP". Set up digital war rooms for all clients in the COVID year. Virtual LOOPs were run for all clients - especially for entertainment and social networking clients (Hotstar, FB, IG). 
7/ In June 2020, Indian government banned 58 Chinese apps. Prominent among them was Tik-Tok. This resulted in the other brands trying to capitalize on Tik-Tok's user base. We amplified strategy for Meta ecosystem during that time and launched IG reels
8/ Worked on driving business growth strategy for The Walt Disney Channels (including Star Plus, Star Bharat, Star Sports, Hotstar, etc.), Facebook, Instagram, WhatsApp, Ferrero, Hotstar, Sanofi, Kellogg’s, Castrol, GIC, Pharmeasy, Ikea, ICICI group, Aditya Birla Capitals, Aditya Birla Group, Pantaloons, etc.
9/ Led the Analytics and Measurement practice for India. Successfully delivered 2 rounds of MMM for Ikea - first time for Ikea India
10/ Helped agency win the Agency of Year Emvies for 2019
11/ Got published for path-breaking work for Ikea budgeting during COVID times in FMDS (an i-Com entity)
12/ Strategy team won coveted APAC and India GroupM awards in 2021

Principal Partner - Strategy

Initiative

Handling research requirements for key clients
Conducting analytics for the client
Mapping media investments with KPIs. Tracking them
Helping in media strategy of brands

GM - Research & Analytics

IMRB International

Managing key accounts for IMRB Delhi
Leading a team of team-leaders
Core responsibilities - client handling/ business development/ research/ consulting

Group Business Director

Managing key accounts for the branch. Business development. Recruitment and training of resources

General Manager & Country Coordinator for Technology

Key accounts - Coca Cola India, LG electronics, Uninor, PVMI, BMW, Lodestar
Responsibilities:
Handling BCube, the brand track for Coca Cola India
Driving digital business in SEA, i.e. India, Philippines, Thailand and Singapore
Liaison with client for research requirements, 
Providing inputs on their product line(s),
Independent handling of teams - comprising of managers and RE/SREs

Group Manager & Country Coordinator for Technology clients, India

MILLWARD BROWN - A MARKET RESEARCH ORGANISATION

Lead a team to handle PepsiCo India Ltd. - for client's brand communication (LINK test) studies as well as monitoring studies (CTS)
To train and prepare freshers, who join in as RA/ RE in the company

GfK MODE - A MARKET RESEARCH ORGANISATION, DELHI

Account Manager

GfK MODE - A MARKET RESEARCH ORGANISATION

Responsibilities
Handling key clients out of Delhi like; Responsible for both qualitative and quantitative research, although focus more on the quantitative part

Group Manager

GfK MODE

Team is responsible for providing business solutions to GPI, Perfetti and other clients in and around Delhi/NCR region

Manager

GfK MODE - CHENNAI; Responsibilities
Responsible for both qualitative and quantitative research
Brand Tracking - Periodical tracking of:
Custom research - For major FMCG and Durable manufacturers
Customer/Channel Partner Satisfaction Study - Have worked extensively on the customer satisfaction studies using GfK methodology 'Loyalty Plus'. Have used Key Driver Analysis (KDA) to study satisfaction
Pricing study - Worked on pricing model to arrive at prices for range of Whiskeys for a leading beverages manufacturer. Client modified its prices based on our suggestions, which resulted in growth of their value shares

Senior Research Executive

TNS INDIA - A MARKET RESEARCH ORGANISATION

Responsibilities
Handling clients like Cavin Kare, Henkel, TTK Healthcare, TTK - LIG, Unilever
Responsible for both qualitative and quantitative research
Brand Tracking - Periodic tracking of:
Henko Stain Champion and Mr. White:
Worked on the 'Miriad' to provide client with an input on the brand's performance in salience, aided recall, trial, and retention. 
Provided inputs on the Media habits of target audience - so that client could plan his media budget
Worked on Media modeling, which suggested the effect of advertising spends on the recall of elements in the advertisement and also the time period till which it lasted

Citibank:
Tracked the financial services provided by Citibank
Worked on 'Miriad' to track the salience, the trail &amp; retention of services, and the role of FOS in the entire process - this gave the client inputs on how to improve the present structure by cutting down cost on FOS.

Discreet Choice Modeling - 
Pricing of products for Hindustan Lever ltd. -  
Price positioning of Pepsodent and Close-Up range of toothpastes in India and Indonesia
This included pricing for two new variants, namely 'Pepsodent Center Fresh' and 'Close-Up Milk Calcium nutrient' in both India and Indonesia. It gives me immense pleasure when I see these brands performing in the market today.
We calculated the price elasticity of the individual brands by this model. 
We also found out who all gained in case our volume shares came down.
Similar exercise was conducted for 'Fair &amp; Lovely' in China

Research Executive

ICICI Bank

Managing a team of Sales Executives/ Relationship Officers and MREs        
Planning Sales Promotion Activities for the entire region (Comprising Bihar, Orissa, and parts of Kolkata).
Handling customer queries.
Execution of sales promotional activities.
Quality business sourcing.
Recruiting and Training SEs and MREs (Market research executives).
Taking daily sales report from SEs and MREs.
Analyzing every SE's performance and planning their activities for optimizing their output.

NRI SERVICES

To utilize my soft and hard skills in proving my potential and to add value to the organization that provides me a chance to do the same. To harness my potential further and give my best to the organization.

An FMDS published Data Scientist with 18+ years of experience in Market Research, Brand Strategy, Business Strategy & Analytics, Attribution, Media + Media ancillaries, Communications Strategy 
Currently working as the India Lead for Analytics and Measurement with Wavemaker. I manage the Business Analytics, Research and Brand Building practices of all Wavemaker clients; Leads a team of passionate Data Engineers and Statisticians to enable Wavemaker serve clients end to end. Have worked on multiple pitches across regions in India - with an envious record of 87.5% conversion (a revenue increase of about 1000+ Crs for the company)
Apart from this, have been instrumental in the Strategy vertical evangelizing the Measurement practice; and, generating additional project based revenues for the company. Have led Training sessions on Brand Strategy, Reach optimization, Research and Attribution across offices in India
Specialties: Advertising, Budgeting, Market Structure analysis, Central government practice, Computer skills, AI, Customer relations, Customer Satisfaction, financial, Marketing, Market Research, MSOffice, Windows, Structured Equation Modeling, Demand drivers, Brand Positioning, Pricing, Promotional materials, Quality, Recruiting, Business Research, Sales, SPSS, Visual Basics, Data Sciences

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Mark Ritson

Indranil Banerjee

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Indranil Banerjee

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