I am a marketer who is equal parts creative and commercial. I have delivered year-on-year growth over the last seven years at Baiada at the same time making both Steggles and Lilydale one of Australia’s leading and most preferred brands.
Last few years, I have been leading a new business ‘start-up’ venture for the group in the emerging plant based food category under the new Greens & Goodness brand.
Ranked #6 CMO in the CMO50 2022 list, I am passionate about using creativity to drive growth and I ensure it remains at the heart of our marketing success.
Prior to becoming a Marketer, I spent over 15 years in the advertising industry, where I started as a creative copywriter at M&C Saatchi, became a founding member of the M&C Mumbai and rose through the ranks to lead one of the agency’s largest client portfolios.
As an inclusive leader, I approach challenges with enthusiasm and use a collaborative approach to produce high performing teams and culture to drive change and deliver growth.
Honoured to be included in the Top 10 CMO50 2022 list
Leading the way into ‘cookieless’ world with a humble poultry brand.
Fed up with dozens of panel conversations waxing lyrical about 'the cookieless future', Yash Gandhi, CMO at Steggles and Lilydale owner Baiada Poultry, decided to put some money on the table and test ID5, one of the big post-cookie ad targeting solutions. The results were a double-digit boost on standard cookie advertising and 1,800 per cent lift in engagement in Apple's already cookieless Safari browser. But he thinks industry is far too coy about what is actually working, given what's at stake when the industry's tracking currency disappears.
Cookieless chicken nuggets: Lilydale, Steggles CMO Yash Gandhi tests ID5 post-cookie targeting, sees 19x engagement on Safari, 16% boost across all users - ‘Why is it taking a chicken brand to kick off on this?’
A point of view on effective marketing principles
Top Marketers follow effective marketing principles like laws. Fellow Effies judge and Head of Marketing at Baiada, Yash Gandhi, said for him, the most impressive and effective Effies entries were where the brand had clear measurable objectives and a brutally simple strategy coupled with a bold or brave creative.
“Effies is one of the most coveted awards in the industry and winning an Effie is hard – incredibly hard. But judging it is probably harder,” Mr Gandhi said.
“There is rigour, scrutiny and robust discussion around each entry, unlike any other, but it‘s equally rewarding.”
CMO readiness 2022: Impact of Supply Chain
Three different perspectives on the impact of supply chain and navigating what has been an interesting start to 2022.
It was a pleasure discussing this topic with Amber Collins, Australia Post; Jenni Dill, Arnotts and Nadia Cameron, CMO Australia
CMO Readiness 2022 Video - Impact of supply chain
Striking a balance between Brand Vs. Performance Marketing.
Steggles and Lilydale CMO: The funnel is not collapsing, brand investment trumps everything. Retailers seeking greater share of finite trade and marketing budgets, with some suggesting the traditional marketing funnel is collapsing, i.e. positioning for dollars beyond ‘performance’ or direct budget pots. Yash Gandhi, CMO at Steggles and Lilydale owner Baiada Poultry, sees retailer media as important, but lower funnel.
Brand investment, he says, remains king. But retailers could take a bigger slice of Baiada’s overall spend – if they can prove incremental sales.
“There are times where [retailer media] is quite helpful. But not at the cost of brand investment – and that's the trap marketers need to watch out for.”
— Yash Gandhi, CMO, Baiada Poultry
Creativity drives growth
Some of many awards we’ve won for our brands including the prestigious Effies Awards.
The Australian - The Growth Agenda
Does creativity drive growth? I share my perspective on this topic in The Australian’s The Growth Agenda
The Australian: Growth Agenda
Giving Back and Making a Difference
This is something that’s close to my heart. Giving back and doing good for charities brings me an indescribable sense of fulfilment and joy.
From CEO ‘Dare to Cure’ for Children’s Cancer Institute to “Meals from the heart’ at Ronald McDonald’s House Charities - it's a humble privilege to witness the positive impact, no matter how small, on the lives of those in need. The act of giving reaffirms the inherent goodness in people and inspires a continuous desire to make a difference.
Debuting at #12 in CMO50 2021
Humbled and grateful to be ranked 12th CMO in CMO50 2021 and be part of a cohort of super talented peers.
AANA Interview
As an active member of the AANA, a self regulatory industry body, I’m an advocate for several industry initiatives.