Vedviyas Sridhar
Chennai
Summary
Highly accomplished Associate Director - Marketing with 14 years of experience across Media & Entertainment, Product Marketing, Brand Marketing and Creative Strategy. Possess a proven track record of driving significant user adoption, subscription growth, and retention for leading digital platforms.
Expertise in leveraging user behaviour, data analytics and experimentation to optimize Go-to-Market (GTM) programs, product positioning, and to achieve category objectives within rapidly evolving market landscapes.
A unique blend of creativity and marketing expertise, with a strong passion for creative content across formats (Reels, Micro-Dramas, Series, Long Format Shows, Movies), fuels impactful Go-to-Market strategies. Adept at directing cross-functional collaboration (Product, Partnerships, Engineering and Creative Agencies) to optimize global marketing initiatives.
Overview
14
14
years of professional experience
Work History
Associate Director - Marketing
Jio Hotstar (Disney + Jio)
03.2022 - Current
- Company Overview: One of the world’s largest media houses
- Spearheaded a comprehensive subscription growth strategy across key markets resulting in a 200% increase in subscriptions compared to FY23 and significantly exceeding revenue targets.
- Drove user adoption and engagement for emerging content sub-genres by optimizing paid acquisition channels (e.g., Facebook, Google Ads) through rigorous A/B testing of ad creative and landing pages, reducing CPA to 260.
- Championed a data-driven marketing strategy, creating and tracking efficiencies across mediums to create a strong product positioning and messaging through targeted marketing campaigns and continuous experimentation.
- Identified and capitalized on emerging market trends and user behavior shifts to pivot marketing strategies, driving sustained growth and competitive advantage in dynamic entertainment segments.
- Championed AI training and workflow integration across 4 key markets (South) for TV and Digital platform verticals. Identified 6 key areas for integration and successfully implemented AI as part of the official marketing workflow.
- Actively working with Google and internal product teams to experiment creating entire micro-dramas using AI
- Led and mentored high-performing marketing teams, fostering a culture of innovation and data-driven decision-making to execute 360-degree omni-channel campaigns focused on building awareness, engagement, and intent to pay.
- Orchestrated cross-functional collaboration with Product, Engineering, Partnerships, and Finance teams, alongside external creative and PR agencies, to drive unified global campaigns, influencing strategic direction and achieving shared growth objectives.
- Awarded 19 industry accolades for outstanding strategy, execution and creative impact across diverse content verticals
Senior Manager - Marketing
ZEE 5 – ZEE GROUP, Chennai
Chennai
03.2019 - 03.2022
- Company Overview: One of India’s largest digital content platform, owned by the ZEE Group
- Championed content marketing operations for AVOD and SVOD verticals across 4 markets, directly contributing to user growth and engagement for diverse digital content.
- Played a key role in the Go-to-Market (GTM) and independent marketing rollout of 16 major events, driving significant user acquisition and platform engagement through integrated campaigns.
- Conducted in-depth market research and user behavior analysis to inform data-driven marketing campaigns, leading to a 150% increase in Monthly Active Users (MAUs) through a user-first approach and continuous A/B testing of creatives.
- Developed and executed user-segmented communications, ensuring compelling marketing messages resonated with target audiences and optimized campaign effectiveness.
- Leveraged expertise in analyzing market trends and consumer behavior to measure campaign effectiveness, providing actionable insights for continuous growth and optimization.
Senior Manager - Marketing
The Hindu Group, Chennai
Chennai
06.2016 - 03.2019
- Company Overview: One of India’s most trusted media groups
- Defined and executed effective market launch plans and brand campaigns for new digital products, based on evaluated market dynamics and deep consumer insights.
- Drove exponential growth for the Group’s first digital product, achieving a 20X increase in user base within one year, leading to board approval for significant scale-up and continued investment.
- Guided a 6-member team of creative talent and brand managers in planning and implementing large-scale growth marketing communications, enhancing overall campaign efficiency.
- Initiated comprehensive user profiling, consumer research, and media effectiveness studies to optimize campaign performance and inform strategic decision-making.
- Successfully managed over 150 brand events across 10 cities in a year, leading marketing efforts for 6 distinct brands across the group, demonstrating strong GTM execution capabilities.
- Awards & Accolades:
- Google-Wan IFRA International Media Awards (South Asia) (2017) – GOLD
Global Deputy Manager – Marketing and Communications
Hinduja Tech (Part of Hinduja Group)
01.2013 - 06.2016
- Company Overview: Part of the multi-billion dollar Global Business Conglomerate, Hinduja Group
- Managed B2B marketing for Hinduja Tech’s SaaS products in Automotive Engineering, Aerospace, and Digital domains, focusing on lead generation and global market penetration across 6 countries.
- Defined and rolled out brand marketing and communication campaigns, including creative designs and content for the Global Marketing Communications Team.
- Successfully managed the global brand refresh of the organization, ensuring seamless marketing services and communication transition during the re-branding phase.
- Rolled out extensive target-based digital marketing campaigns and improved the email marketing process, refining the customer journey
Creative Brand Visualizer
PIXELKRAFT MEDIA, Chennai
Chennai
07.2011 - 12.2012
- Conceptualized and created branding campaigns and hands-on creative designs for top Indian and international brands across market sectors
- Demonstrated the unique capability of managing projects that required a mix of traditional and digital marketing in its content and design
- Brand campaigns across sectors like Entertainment, Media, Technology, FMCG, Luxury products
Education
PGDM - Specialization in Marketing Management
IMT Ghaziabad
01.2020
M.A - Mass Communication
Sikkim Manipal University
01.2015
Bachelor of Commerce - Marketing Management
Annamalai University
01.2009
Skills
- Go-to-market strategy
- Product marketing strategy
- Content Marketing
- Digital marketing strategy
- User experience evaluation
- Analytical decision-making
- Leading teams
- Brand development
- International program management
- Project management
- Effective strategic leadership
- Workflow optimization
- Effective stakeholder engagement
- Budget management
- Data-driven decision making
- Mentoring team members
Timeline
Associate Director - Marketing
Jio Hotstar (Disney + Jio)
03.2022 - Current
Senior Manager - Marketing
ZEE 5 – ZEE GROUP, Chennai
03.2019 - 03.2022
Senior Manager - Marketing
The Hindu Group, Chennai
06.2016 - 03.2019
Global Deputy Manager – Marketing and Communications
Hinduja Tech (Part of Hinduja Group)
01.2013 - 06.2016
Creative Brand Visualizer
PIXELKRAFT MEDIA, Chennai
07.2011 - 12.2012
M.A - Mass Communication
Sikkim Manipal University
Bachelor of Commerce - Marketing Management
Annamalai University
PGDM - Specialization in Marketing Management
IMT Ghaziabad