WORK
Where brand building
meets revenue ownership.
What I built, what moved, what compounded — across BFSI, healthcare and retail.
CORE STRENGTHS
Category & Brand Building
Integrated brand, performance, and lifecycle marketing for high-trust categories
Revenue Systems
Full-funnel D2C ownership: V2L → L2S → EMI → Renewals → Cross-sell
AI & Martech
AI-enabled sales/marketing systems, CDP, CRM, MAP implementation
CRM Transformation
Business & product owner for large-scale CRM migrations
Media Strategy
Cross-platform audience planning, ROI, strategic partnerships
Team & P&L Leadership
Cross-functional teams across Marketing, Sales, Product, Technology
CAREER
2023 — Present
Star Health Insurance
AVP – Growth & Retention (D2C) · GM – Brand Marketing
Chennai
Led integrated brand and growth in a highly regulated category. Owned full-funnel D2C accountability — from acquisition through renewals — and ran CRM transformation as product owner.
₹120 Cr
IVR + WhatsApp automation channel built from zero → 17% of D2C sales in FY26
~13%
Growth in policies sold via funnel optimisation (V2L +10%, L2S +3–4%)
+500 bps
Improvement in both EMI collections and upsell rates
3×
Growth in cross-sell, improving revenue quality and persistency
9M+ records
Zoho → Salesforce migration — 8M+ customers, 1800 users, owned as D2C business owner
~30% CAC
Reduction through creator-led acquisition pilots, transitioned to BAU
2021 — 2023
OMD India (Omnicom Media Group)
Associate Vice President – Planning (South)
Chennai
Led South operations reporting to CEO of OMD India. Managed integrated media strategy across BFSI, Healthcare and FMCG. Delivered 30% topline growth in a stagnant market.
₹200+ Cr
Omnichannel adex managed across Apollo Hospitals, Wipro, Muthoot Finance, Hatsun, Amrutanjan
30%
Topline revenue growth in a stagnant market via consultative selling and innovation
10-member
Team led across integrated planning, digital-first campaigns and measurement
+7–10 pts
Incremental reach via cross-screen AV planning at 8–10% lower CPR
2012 — 2021
Mindshare (GroupM)
Sr. Director – Strategy (progression: Manager → Director → Sr. Director)
Chennai & Bengaluru
Nine years across planning, digital, strategy and client leadership. Managed portfolios up to ₹150 Cr. Known for strategic consultancy beyond media — advised legacy news brands on digital transition, built content IPs for BFSI clients, and led landmark channel and brand launches.
9 years
Progression from Media Manager to Sr. Director – Strategy
₹150 Cr
Portfolios managed; clients: Apollo Hospitals, Chola MS, Muthoot Finance, Max Fashion, Lifestyle, Homecentre, GRT
APAC Award
Mindshare APAC Team of the Year — Landmark Group COVID resilience campaign
COVID playbook
Built pandemic response across Max Fashion, Lifestyle, Homecentre & SPAR — Shop on Wheels, #MaxThankYou, Pujo Wall of Kindness, anti-viral fashion, digital-to-store campaigns
+135% revenue
Homecentre post-lockdown performance marketing — revenue +135%, ROAS +117% vs pre-COVID, users +68% in CY2020
Slice of Health
Chola MS — audio series across radio networks repositioning health insurer as a wellness partner, not just a policy provider
Channel launch
News First Kannada — led launch media strategy for new entrant in competitive Kannada news broadcast market
Print advisory
Consultancy to legacy print brands (Hindu Tamil Thisai, Eenadu) on navigating digital disruption and audience migration
Footfall model
Built single-variant correlation framework linking media inputs to walk-in outcomes — recalibrated media mix for Muthoot Finance, Max Fashion and Lifestyle across 3 categories
2009 — 2012
Lodestar Universal
Senior Media Executive
Chennai
Single-point planner for Club Mahindra, Kohinoor, Durex, Star Health, Indian Terrain. Managed ₹70 Cr budget annually.
₹70 Cr
Annual media budget managed across 5 brands
Emvies Silver
Best Media Innovation – Digital (Social Media), Durex World AIDS Day Song 2011
AWARDS
- ✦Mindshare APAC Team of the Year — Landmark Group COVID resilience
- ✦Emvies Silver – Best Digital Innovation — Durex World AIDS Day Song
EDUCATION
MBA – Marketing
Amrita School of Business, 2009
B.Tech – Biotechnology
SRM University, Chennai, 2007
ON SUPER.ME
Where expertise is discovered through questions, not feeds.
Super.me is an AI-native professional network where professionals are found by what they know, not what they post. Instead of scrolling feeds, people ask questions — and get answers grounded in actual experience.
My profile covers 16 years across BFSI, healthcare and retail — agency and client side. Ask it about D2C funnels, marketing automation, brand strategy, or lifecycle systems.
See my Super.me profile ↗MY PROFILE
Brand and Growth Leader
Building high-trust categories across BFSI, Healthcare & Retail. 16+ years across agency and client side — creating demand and converting it into sustainable revenue.
superme.ai/udhayp
TOOLBOX
Open to the right opportunity.
Head of Marketing · CMO · Advisory · Fractional