Malcolm Raphael

Head - Trade Mktng, Innovations & Spl Content// Biz Head, BrandScope// Head - Brand Comm, Brand Capital// Cat Head, USL

Mumbai, Maharashtra, India

Summary
Campaign Creation Branding Consultancy Marketing
Malcolm Raphael - National Head of Response Solutions (Trade Marketing), Innovations and Special features at BCCL (Times Group).

As part of this role, he spearheads initiatives to engage with BCCL' ecosystem of advertisers and agencies. He launched many IP's & programs to celebrate and reinforce the efficacy of Print Advertising + position Times Group as a value partner - 'Power of Print', 'Innovation roadshows', 'Cannes Learning's Roadshow', 'Times Ahead' and many more. Apart from strategising, he also writes the campaigns for all these initiatives. He leads a large team of 140+ creating topical content ideas & innovations which generate additional revenues of Rs. 350+ crores.

Prior to this, he was heading 'BrandScope' (part of Brand Capital), a first of its kind business model conceptualised by him, where businesses were built on the back of new brands. Malcolm created numerous brands from scratch and launched 3 - "Straydog", a youth brand; "Doodlers", a brand for tweens and "NativeHaat", a conscious living brand. Large equity deals are being done on the back of these brands.

While at Brand Capital he also headed the 'Brand Advisory team' where he provided effective marketing, media, creative strategies and campaigns for a number of start-ups and mid-sized companies to charter their growth. Before which he was the 'Corporate Brand Head' instrumental in re-positioning 'Times Private Treaties' to 'Brand Capital'.

Malcolm also did a marketing stint with USL (UB Group) where he was the category head for Vodka and Signature Whisky.

He spent 4 enriching years in Branding Consultancy where he worked on corporate rejuvenation and identity projects for Dabur, Nerolac, Lotus Herbals, Thapar Group, Piramyd Retail, Sahakari Bhandar, etc. He also worked on creation/rejuvenation and relaunch of brands like Sunfeast, Amul, Lifebuoy, Fair&Lovely, Marico, Lakme and many more. His early years were spent in advertising where he managed brands across categories.
Experience

Head - Response Solutions (Trade Marketing), Innovations and Special Features at Bennett Coleman and Co. Ltd. (Times Group)

Jul 2016 - Present

Creating marketing programs which: - Keep the Times Group brands ahead of competition through compelling ATL and BTL campaigns - Engage with the creative ecosystem to drive creativity in Print - Engage with media agencies to enhance relationships - Equip internal sales teams with market strategy and ammunition to tackle market challenges

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Push pixels...
Shovel coal into server...
Create mockups...
Defend the wall...
Draft storyboard...
Disrupt an industry...
Achieve profitability...
Become a unicorn...
Become Batman...