Sonia Sudhakar

Marketing Director

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About me

A 'seasoned' Marketer with a Digital focus. Past experience with great brands big and small across all marketing channels including Brand Strategy, Digital Advertising, TV, CRM amongst others. Extensive experience in the Media, Travel and Telecoms sectors having worked at The Guardian, ITV, Virgin Media, lastminute.com and British Airways. Passionate about inspiring teams and building brilliant relationships. Loves all forms of technology but still struggling to use Snapchat on a daily basis! My team would describe me as an 'Energetic, inspirational and caring boss' my line managers would describe me as 'Smart, eloquent and never afraid to challenge'

Skills

  • Advertising
  • Digital Media
  • Marketing PR
  • Branding
  • Brand Management
  • Email Marketing
  • Internet Marketing
  • Marketing Strategy
  • Social Media Marketing
  • Communications
  • Digital Marketing
  • Planning
  • Strategy
  • Forecasting
  • Team Management and Leadership

Companies I’ve worked with

View all
  • ITV

    ITV

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    • Television
  • Guardian News and Media

    Guardian News and Media

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    • Publishing
  • V

    Virgin Media

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    Work history

    Currently

    Marketing Director

    Guardian News and Media

    Jul 2016
    • London, United Kingdom
    • Full Time

    Currently

    Director of Digital Growth

    Guardian News and Media

    Jan 2015
    • London, United Kingdom
    • Full Time
    • Leading the Guardian';s Digital Marketing team of 12 which manages :- Social marketing, paid media,merchandising, email content and video marketing. ?Using owned, earned and paid Digital to drive commercial revenues for Guardian Jobs; Labs, Membership and Reader Revenues businesses such as Retail and Dating. ?Developed an Audience Growth strategy focusing on key target markets for the Guardian's editorial product. Successfully awarded budget and buy in around the business. ?Delivered a turnaround for Guardian Jobs seeing increases in applications of up to 60% in some channels. ?Won the Content Marketing award for the Guardian's Election campaign at The Mobile Marketing awards. ?The team is seen as the Digital Marketing experts in the business supporting, advising and executing best practice across Performance marketing and modern brand marketing.

    2015

    Director of Digital & On Demand Marketing

    ITV

    Jun 2011 - Jan 2015
    • London, United Kingdom
    • Full Time
    • • Full Marketing ownership of the ITV Player Brand - Strategic planning, Product roadmap input & Brand Management through to Campaign delivery. Budget of £1.8m p.a. plus c£10m owned TV airtime inventory • Management of the customer journey across Acquisition, Conversion and Retention including close working with the Product Management function to develop a continuous programme of improvements and new functionality to increase acquisition and usage. • Management of a team of 9 who between them are responsible for Brand advertising, Social Media, Direct Response advertising, CRM, Merchandising & Customer Service, • Several annual large scale integrated campaigns plus usage activity drove an increase in awareness of 9% and Consideration of 3%. • Launched several new digital (sub) products including the introduction of a Pay Per View (TVOD) service and an Ad Free SVOD Mobile service. • Co-ordinated the entire delivery of the ITV Rebrand across all Digital platforms. Achieved on time and under budget. A key part of the senior Marketing team responsible for Brand definition & Articulation of the new ITV brand. • Wrote and executed a Board approved Social Media Strategy for ITV to formalise the role and ambition of Social across the business • Delivered a Social Media Marketing strategy and approach taking ITV to the biggest Social UK broadcast brand and seeing a 680% increase in Facebook engagement. • Developed a Social effectiveness model to prove that 84% of our followers were encouraged to watch more as a result of our Social activity. • Delivered strategic planning and oversight of delivery for all major Digital brand advertising (spend totalling c£3m) • Digital skilling – curating education and inspiration sessions. Managing an innovation strand and a significant research project around the Role of Brands in Future Viewing • Forged excellent relationships with Board & senior level stakeholders, regularly presenting developments in VOD, a high profile ITV business transformation priority and Social Media.

    2011

    Head of Online Marketing

    Virgin Media

    May 2008 - Jul 2011
    • London, United Kingdom
    • Full Time

    Education

    2000

    Postgrad Diploma in Direct Marketing

    The Institute of Direct & Digital Marketing (IDM)

    Aug 1999 - Jun 2000
    • London, United Kingdom

    1994

    BA(Hons) Hotel and Catering Business

    The University of Huddersfield

    Aug 1994 - Jun 1994
    • Huddersfield, United Kingdom
    • Upper Second (2.1) Dissertation on The Impact of Culture in International Hotel Marketing

    1990

    GCSE A Levels

    Croydon High School

    Aug 1982 - Jun 1990
    • United Kingdom