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<ul><li>Previously a top sales director at <keyword id="28120" type="CITY" weightage="20" keywordseo="Linkedin">LinkedIn</keyword>, Virginia joins <keyword id="7091983" type="UNKNOWN" weightage="20" keywordseo="jiosaavn">JioSaavn</keyword> to lead global brands partnerships and the company’s growing audio ad platform. </li><li>She will be responsible for driving adoption of JioSaavn’s innovative advertising solutions for brands, while overseeing agency and client relationships.</li></ul>JioSaavn has on-boarded <keyword id="6199498" type="UNKNOWN" weightage="20" keywordseo="virginia-sharma">Virginia Sharma</keyword> as Vice President of Brand Solutions. Based out of JioSaavn’s Gurgaon office, Sharma will lead the company’s global digital ad monetization efforts across platforms. She will be responsible for driving adoption of JioSaavn’s innovative advertising solutions for brands, while overseeing agency and client relationships. With more than 20 years of experience leading marketing and sales teams, Sharma joins JioSaavn from LinkedIn, where she excelled in the top 10% of sales leaders. Virginia also worked with IBM for more than 15 years in various global and regional roles, including India Vice President of Marketing and Communications before joining LinkedIn Asia Pacific in 2014. In addition to an impressive track record at some of the world’s largest technology companies, Sharma is an industry leader in her own right. She was recognized on the 2018 Economic Times Women Ahead list, as well as Impact Top 50 Women in Marketing Media and Advertising in both 2018 (#38) and 2019 (#35). Sharma was also the first chairperson for the Marketing Society India Chapter and a member of the Global Advisory Board for UVA’s McIntire School of Commerce. She was the first Indian leader to become a Marketing Academy Fellow delivered by McKinsey and Co. Sharma is currently pursuing her doctorate in Business Administration from Indian School of Business in Business Model Innovation. “I am excited to join the passionate and like-minded leadership team at JioSaavn, where music and people take center stage every day. Music is a lifelong companion; it evokes moments and memories, it’s a conduit for emotional expression; and it connects people of all ages and backgrounds. As a seasoned marketer and early JioSaavn user, I already recognize many opportunities for brands to find their voice on the JioSaavn platform, allowing them to engage and build loyalty with millions of consumers. Let’s play!” Sharma said about her new role. Having worked in the U.S., Singapore, Japan and India, Sharma brings a truly global perspective to JioSaavn’s Brand Solutions team. Part of her new role will be finding innovative solutions that balance a great user experience, advertisers’ needs and respect for content creators. As a former marketer for many years, she is in a unique position to identify with brands looking to achieve a variety of different objectives to grow their businesses. Vinodh Bhat, Co-founder, President and Chief Strategy Officer, JioSaavn said about Sharma: “As the JioSaavn user base continues to grow, the company was ready for a strong, seasoned and passionate executive in our core market to scale our advertising business. Virginia is recognized as one of the top digital leaders in the country and set records at LinkedIn for monetization in India. She is an accomplished Marketer turned Sales Leader with the proven capability to understand marketer needs and create durable long-term solutions for them, applying a mix of business creativity and strong ad technology. In addition to her wealth of expertise and strategic understanding of the industry, she is also a great culture fit at JioSaavn. We are pleased to welcome her to the team and very excited to work together on this road ahead.” The on-boarding of Sharma is the latest in a few valuable additions to JioSaavn’s management team. Mihir Shah, VP of Consumer Revenue, joined the company last year from Hotstar, where he led product and marketing growth teams through the stellar growth in just 2 years. At JioSaavn, he leads the global consumer premium business and is already demonstrating similar traction. Under Shah’s leadership, a new version of JioSaavn Pro led to an organic 4x growth for JioSaavn’s paid subscriber base in 2019.

LinkedIn’s Virginia Sharma joins JioSaavn as Vice President, Brand Solutions

<ul><li>LinkedIn’s report on The Long and Short of ROI revealed that 50% of digital marketers rely on inaccurate metrics</li><li>Marketers, with a lead generation objective, claim to use cost-per-click as their ROI metric, which does not show impact-per-advertising dollar spent. </li><li>The report shows 64% of Indian marketers needed to show ROI numbers to justify spend and get approval for future budget asks, as opposed to 58% globally. </li></ul><a href="https://www.linkedin.com/company/linkedin/">LinkedIn</a>’s ‘<a href="https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2019/the-long-and-short-of-roi">The Long and Short of ROI’ report</a> reveals that 50% of digital marketers rely on inaccurate metrics. Marketers, with a lead generation objective, claim to use cost-per-click as their ROI metric, which does not show impact-per-advertising dollar spent. The objective of the research study in India to identify how digital marketers measure ROI (Return on Investment). The survey was conducted amongst 4,000 marketing professionals across 19 countries, including India, and reveals how measuring ROI over the length of the sales cycle can lead to more accurate reporting, greater marketer confidence, and improved campaign management. The findings of the report also highlight that digital marketers deliver tremendous value to their businesses but struggle to highlight their impact or true ROI when reporting on performance. The metrics are either reported too soon or wrongly chosen to deliver quick results in order to meet business pressures. In fact, 78% digital marketers in India claim to be measuring digital ROI long before a sales cycle has concluded. In India, only 3% of digital marketers are measuring ROI over a 6-month period or longer -- one of the lowest amongst all regions, lower than the global average of 4%. This means that many marketers are likely not measuring ROI at all. “The Indian digital marketing industry is incredibly competitive today. As marketing campaigns become more dynamic, real-time, and data-driven, measurement is going to be a key discussion in boardrooms going forward. The LinkedIn report highlights how Indian marketers are struggling to measure the true impact of performance; they are thinking short-term and are measuring KPIs, instead of ROI. Measuring too quickly can have a poor impact on campaigns, specifically in industries such as higher education and real estate where it can take months of consideration before sale,” says Virginia Sharma, Director, Marketing Solutions - India, LinkedIn. Here are the common behaviours of digital marketers in India, when it comes to ROI and measurement, and best practices for marketers to consider: <ul><li>78% Indian marketers measure ROI too soon: 78% of Indian marketers measure ROI within the first 30 days of the campaign, which results in an inaccurate reflection of the actual return, considering that sales cycles are 60-90 days or longer. In fact, only 3% of Indian marketers are measuring ROI over a six-month period or longer – one of the lowest among all regions (lower than the global average of 4%).</li><li>50% digital marketers rely on inaccurate metrics: 81% of Indian digital marketers claim to measure ROI today, which strongly reinforces India’s data-driven stature. However, another finding shows that 50% digital marketers - with a lead generation objective - claim to use cost-per-click as their ROI metric, which does not show impact-per-advertising dollar spent. Ideally, cost-per-lead is a better measurement metric here. This is the highest percentage among all countries, clearly indicating that Indian marketers are measuring short-term impact in the form of KPIs, which is not an accurate reflection of ROI.</li><li>64% Indian marketers face pressure to prove ROI: As opposed to 58% globally, 64% Indian marketers acknowledged that they needed to show ROI numbers to justify spend and get approval for future budget asks. This clearly shows how pressured Indian digital marketers are internally, hence rushing to measure and prove ROI. </li><li>60% of Indian marketers have to consider revising budgets: 60% of Indian marketers who measure ROI in the short term end up having budget reallocation discussions within a month, often unprepared and hence under confident. In fact, 47% of Indian digital marketers don’t feel confident about their ROI measurements today. </li></ul>

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LinkedIn’s Virginia Sharma joins JioSaavn as Vice President, Brand Solutions

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50% digital marketers rely on inaccurate metrics: LinkedIn Report

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