40 Under 40 2021: Sujith Rao, Mediabrands | Digital

Sujith Rao

Managing directorMediabrandsMalaysia

As the info man, he makes magic out of numbers. Simply put, Sujith Kumar G Rao is the unknown superstar of Mediabrands. He makes the individuals and enterprise of Mediabrands look good with knowledge.

After beginning his profession with a collection of roles doing enterprise analytics for startups, Rao was quickly headhunted by Mediabrands with an preliminary remit to seek the advice of digital first manufacturers like Malaysia Airlines and KFC about their analytics. However, inside 5 years, he has reimagined Mediabrands’ stance on media—connecting the dots between knowledge, media and artistic to ship enterprise outcomes. Today he runs Reprise, a world chief in efficiency advertising and the third greatest Reprise market in APAC, and knowledge consultancy Inventure.

Rao took on the Reprise mantle in 2020. Within a yr, he reworked the tech enterprise from a -60% margin in 2019 to +3% in 2020 and +8% in 2021. He has been instrumental within the diversification of the enterprise, figuring out and creating new income streams by partnerships inside internet online affiliate marketing, ecommerce and data-consulting options like (CDP/DMP). Today, these new streams contribute 5% of general Mediabrands income. Furthermore, in 2021, he grew the Reprise direct enterprise by 55% with 4 new enterprise wins in six months totalling US$5 million: Campbell (regional), ProDiet, Monash University and Desaru Coast.

As a pacesetter Rao believes in advantage, openness, and collaboration, and he encourages this continuously in his workforce. He lives by the mantra: ‘in the event you win take the clap, in the event you fail, we take the autumn’. This is his important ask in his function as a collaborator. As a part of honing this tradition of collaboration throughout the company, all ranges throughout the workforce are inspired to share their newest work, improvements and studying at month-to-month townhalls. Understanding that the majority of his workforce are introverted, he permits them to decide on their mode of presenting—in teams or through pre-recorded video.

Rao’s workforce is among the many first in Mediabrands Malaysia to embrace disabled individuals throughout the workforce as a part of DEI targets. As a beginning gateway, the workforce is getting ready to endure incapacity equality coaching, with plans for the quick working workforce to enrol in an indication language course to higher talk with their new Deaf rent. In addition, Rao’s quick management workforce has 5 girls in eight management roles. He believes in offering alternatives the place they’re due, and up to now yr, two girls leaders at Mediabrands have been promoted from inside.



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