Rabe Iyer

Rebuilding Wavemaker as the new agency of the future. Launched the new Wavemaker across MENA, winning a series of significant clients.

• Spearheaded product line diversification transforming digital and content offerings to achieve 30% increase in revenue and penetrate wider markets.
• Achieved substantial growth [outgrowing by 50% or revised COVID forecasts by reengineering growth recommendations to clients by bringing top talent and driving marketing expertise.
• Digital, Content, Data and tech: Huawei Win across 30 markets, No 1 account in MENA across the ad industry. Built a mechanism to drive 25-40% for every new launch of Huawei by effective convergence of Digital, Content, Data and tech targetting 2500 behavioral segments.
• Orchestrated positive media coverage and stakeholder relations as public face driving our unique proposition and getting Wavemaker back in conversation and in market.

Executive Committee Member – GroupM, MENA. Wavemaker EMEA

• Turned around the declining brand, making it the fastest growing agency for market leader GroupM.
• Delivered through targeting new market, reframing offering and creating multiple new practices.
• Driving exceptional business growth for global and local clients including a series of Digital consumer brands (D2C)
• Impact: Business Scale: 300% - USD 200 Mn turn over, Top line: 500%, PBT: 833%/5 yrs.
• Disruption: Created, Incubated new Start up under a BOT build with management fees and incentive structure on valuation levels besides starting a eCom channel 1st time for Jewellery category: Controlled Churn significantly while increase CLV driving Gold buying.

• (92.7BIG FM, BIG Street, BIG Live, Big Expo, Big Rural) Built four new businesses from scratch.
• Repositioned Media portfolio business to a Consumer Experience business, thereby diversifying business to cut out a larger pie of the Indian Advertising Expenditure. Reframed Outdoor business to an Out of home business thereby engaging with a larger mobile world and expanding market and reach. Building Outdoor Assets across 30 cities, to creating/monetizing IP; Leading Strategic acquisitions, JVs and Partnerships, managing a 55 city Operations and sales and its forecasting, managing a diverse work force including RJ, Talent Acquisition team, Alliance team, marketing, Sales team and investor relations.
• Impact: Significantly boosted RBNL market performance, creating 30 fully monetized IPs across TV, Digital and Onground, energizing rural marketing with Rural IPs boosting new revenue by at least 20% and creating new modern inventory in Metros, paving the way for a much bigger valuation.

• Led PGM to be the # 1Media Agency in Vietnam, and managing a large portfolio of global FMCG brands, in the process building local capability, process and creating best practices.
• In this time won managed highest number of conflicts and built the growth with conflits model.
• Global Brand portfolio included – P&G and L’Oreal, Mead Johnson and Nestle, Coke, Perfetti and Wrigleys etc.
• Impact: 100x growth in billings, leading the MS in Vietnam with a highly profitable P&L.