Anita Rao Kapur

Charged with commercial development and launch of our revamped brand measurement offer in APAC - a product line with 40% contribution to topline revenues. Remit included innovation and offer development, go to market strategy & launch roadmap and commercial responsibility for the business line in the region. Some achievements in role include: • Drove the regional launch of business solutions across 12 markets – including an APAC relevant marketing narrative, internal & external enablement toolkits and setting up pilots with key clients to accelerate adoption. I created and formulated a business growth strategy and road map for success including extensive business analysis and executing planning initiatives for C-Suite audiences. • Frequently represented Kantar at internal and industry events as well as being published and interviewed in The Drum, Marketing magazine & Channel News Asia. • As lead on key global accounts, shaped fit-for-purpose measurement programs that connected across data assets to drive outcomes in the real world for our strategic clients, including leading Technology, Consumer Electronics and FMCG brands. • Conceptualized, piloted and rolled out alpha testing on AI enabled bots in Asia which is then adopted as part of the global offer. • Was responsible for bringing together and driving enablement across ~20 cross-functional evangelists across the region, influencing commercial impact and skill development.

As a lead APAC consultant, I was responsible for growing and developing successful partnerships with Fortune 500 clients & optimizing their brand, media and communications investments via strategic insights. Highlights in role include: • As part of the country management team, played a role in co-developing the business roadmap and office strategy. Successfully managed & transformed a business unit and led a team of 20 consultants, building a high performance culture and strong teamship with the lowest attrition levels in the organization. I effectively designed new business development initiatives, sales management activities, and managed client relationships to help drive growth. • Practice leader on digital and media measurement within the region, leading relationships with leading global brands like P&G & Nestle to drive adoption of digital measurement programs. • Set up a scalable, end-to-end communications planning toolkit for a global consumer goods company. This programmatic measurement framework spanned over 3 years and helped to refine digital strategy to fuel brand equity and sales growth for the entire brand portfolio in Asia for one of the largest consumer goods companies in the world. • Designed and implemented Brand Architecture frameworks for leading clients in telco & banking that now forms the backbone of their brand and communications strategy. • Held a chair in IAB, Singapore to shape digital advertising measurement within the region; co-writing whitepapers on best practices for video and social measurement. Part of the judging panel for Effies 2016.

A global leader in market research, Ipsos (previously Synovate) partnered with global brands to build an accurate and relevant understanding of Society, Markets and People to turn it into actionable insights. In my role, along with my team of analysts, I built & managed a portfolio of global and regional accounts in banking/financial services, FMCG, consumer durables & healthcare. In connecting them to consumers in Asia Pacific, Middle East & Africa, I helped them optimize their marketing activity and drive growth with a range of insights consultancy projects including market segmentation, product /concept optimization as well as brand and experience measurement. Focus areas during my tenure include: • Manage a P&L and drive business development and client relationship activities that resulted in delivering consistent double digit growth Y-O-Y through my tenure. • Instrumental in hiring, building and managing a team of 10 high performing analysts. • Successfully building an APAC practice of Customer Experience measurement across several regional and global banks including Standard Chartered Bank, ANZ, DBS bank. • Informed innovation strategy & go to market planning - product, pack and pricing research for key global FMCG clients like Coca Cola, Sanofi, Standard Chartered bank. • Designated Singapore lead for driving enablement programs on brand & advertising measurement. Built and coordinated large multi country brand measurement programs for clients like Visa, Mastercard, GSK.

Led consumer research projects to support APAC sales & programming, across MTV, VH1 & Nickelodeon brands. My role was to investigate and analyze performance & behavioral data (1st party, Peoplemeter & other syndicated data) and integrate this with other datasets including consumer research – using statistical models to demonstrate customer value for our advertisers & inform internal content & partnership strategy. My main responsibilities included crafting strategic consumer research initiatives including content optimization, mapping ROI for key advertisers and testing potential for key partnerships with target audiences. In addition, I also covered enablement programs internally as an SME to promote usage and application.

As a media consultant for Mindshare/Group M, the role involved building audience, content, advertising & competitive insights to accelerate business for a set of key media clients in South East Asia. I investigated and analyzed behavioral data and undertook consumer research projects to build strategy and inform decision making. In addition, was roped in on critical pitch teams where I played a role in building the customer insights & analytics offer for key FMCG and Public Sector clients.