1. Bharat Mittal
+91- 9769 335 045
bharatmittal28@gmail.com
Professional Experience
Professional with a strong entrepreneurial bent of mind. Creative Producer in Television Production,
Advertising Entrepreneur and an Ecommerce Marketing & Category professional.
TinyOwl - Food Ordering App (Since Feb 2015)
Marketing Manager
Took charge of the Retention Vertical of the Marketing Team. Identified and developed Marketing
Automation tools. Developed Growth Hacks to reduce human intervention. Led retention activities and
stopped de-growth focusing on customer LTV.
 Identify different user groups and plan communication with them through Push Notifications,
SMS and E-mailers leading increased engagement with active users &revival of inactive users
 Worked extensively on Push Notifications as a medium to improve retention. Led structure for
Personalized Notifications as per user preference of food type, restaurant, time of ordering, day
of ordering et al.
 Identified measurement criteria of each activity, measured performance day-on-day basis, made
changes accordingly and improved every day. Briefed BI team for creation of performance
dashboards on Periscope and Mix Panel.
 Improved monthly cohorts by 6% since Feb. Increased order numbers by 9% in March month,
also marking the highest number of orders in last six months on a single day.
 Built a Smart Notification Engine to automate timely & relevant communication with the users
 Worked on Marketing Automation tools like Mail Chimp and Exact Target Sales Force. Also used
Facebook Re-marketing ads for bringing users back.
 Used Google Analytics to constantly monitor user trends and product performance.
 Worked as Copy Head for all the communications.
 Conceptualizing, standardizing and deploying marketing campaigns at the national level. Planned
and executed WT20 Campaign, IPL Campaign and Special Activities for Loyal Users.
 Interacted with users on regular basis for feedback/suggestions on new product features, issues
in their experience and their expectations.
Category Manager –‘Dishes Category’
Took charge of building and deploying a content team and managing on-ground operations from content
collection to quality assurance. Currently heading the department managing this Category focusing on
Product Intelligence and Strategy Implementation.
Category Management:
 Managed end-to-end Operations of Dishes Category of the product.
 Based upon data, selected the restaurants to be included in the category, and decided the
pricing strategy of the offerings. Worked out various offers and discounts keeping a check on
small margins in food & beverage industry.
 Worked on Sales and Growth hacks increasing OTR of the category. The efforts resulted in
increasing the category sales from 5-6% to 15%.
 Worked closely with Product & Tech team on product optimization laying heavy emphasis on
data. Brought about Product Changes to enhance User Experience. E.g: Various Quick Filters,
offer and discount banners, et al.
 Managed vendors and restaurants, created adequate SKUs based upon user requirements.

2.  Revamped Dishes Category to include an element of discovery in the food combos offered
based upon consumer insights.
 Conducted a pilot & successfully launched the revamped production Mumbai & Bangalore by
introducing daily changing menus.
 Planned Daily Menus with food expert providing ideal data based on past ordering pattern and
consumer insights.
 Understanding and studying the upcoming F&B trends.
 Tracking competition, identified need of a food expert to bring in domain specific knowledge to
the product.
Content Management and Operations:
 Built a content team of 50+ including photographers, photo editors, quality auditors, writers,
data executives and MIS Established a process for photography and content generation for
“Dishes” category across 6 Tier I cities
 Laid the foundation for food photography by drafting detailed guidelines to ensure quality
output in any dynamic on-field situation. Advised photographers on food styling with simple yet
efficient DIY.
 Monitored content quality on daily basis and suggested corrective measures for improvement
 In price sensitive ecommerce photography industry executed entire food photography below a
budget of Rs.75per image.
 Ensured quality standards are followed and smooth flow of agency-company communication
 Built and rolled out dish data process that tied in all the stakeholders across vertical from data
collection to verification
Co-founder int advertising (Jan 2012 - Dec 2014)
Co-founded a young design solutions start-up in Powai Mumbai, which excels at designing and producing
success driven communication solutions for marketing, branding, CSR and HR activities. Worked with
Godrej Industries Ltd., L’Oreal India, Tata Communications, Ambuja Cement, Dominos India and Kailash
Kher to name a few.
Entrepreneurial Profile Summary:
 B2B Marketing & Business Development - Developed and built a business from startup to a
seven-digit turnover-generating agency. Identified new potential clients. Met and understood
their needs, aims and objectives. Undertook negotiations and led closure of deals.
 Creative Direction - Broke down clients’ marketing objectives into a creative brief for the
team. Decided the message and tone of the design campaign. Led design team, kept them in
tune with latest design and business trends.
 Account Planning & Management - Coordinated projects for timely completion within
budget. Evaluate and choose appropriate media in tune with the marketing plan. Advised on
branding, product optimization and pricing strategy. Ensured cross-platform consistency of
brand's Integrated Marketing Communication.
 Category Management - Formed a strong base of resourceful printers, merchandisers,
outdoor agencies and web & app coders. Efficient vendor relationship that facilitated flexible
credit cycles. Executed print and merchandising projects of varied scales.
 Hiring and Office Management - Hired efficient team of designers and account managers
who could resonate with company’s goals. Bootstrapped and effectively managed office
operations within shoestring budget.

3. Programming Creative Producer Television & AD Films (April 2008 - Dec 2011)
Conceptualized and produced shows like Masterchef India, MTV Roadies and MTV Splitsvilla to name a
few. Was associated with prominent media giants like Star Tv, Sony TV, BBC Worldwide, Channel V and
Colosceum Media.
Direction and Ideation:
 Conceptualized new formats for reality television keeping in mind channel's audience and
programming objectives
 Designed offsite tasks for Roadies X2, MasterChef India 2, Splitsvilla and Perfect Couple
enhancing the scale of the show
 Ideated and scripted episode flows keeping in mind creative objectives of the format
 Directed contestant’s character sketches to facilitate connection with the distant TV audience
and increase engagement
 Handpicked the cast for Roadies X2, Masterchef India 2 and Splitsvilla, from ~1500 potentials,
based on the format of the show and their ability to resonate with the channel's target audience
 In Ad Films, aligned all stages of film making with the Director's creative vision, from script to
screen. Ensured visual coherence of the screenplay with other elements of the brand's
Integrated Marketing Communication
Operations and Management:
 Planned creatives logistically to keep up with the shoot schedule, as overruns negatively affect
budget
 Liaison between the direction team and the production team for smooth functioning of creative
plan
Education
Bachelor of Mass Media and Communications, specialization in Advertising, from S.I.E.S. College of Arts,
Commerce and Science, Mumbai University, 2009.
Thank you.