Niti Bhan - 1046 Mason St, #3, San Francisco, CA 94108
- niti@nitibhan.com - cell: 312-498 1267
Summary
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Fifteen years of experience in marketing, advertising and business development creating and
implementing strategies for entering new and emerging markets.
Design thinker who can communicate complex concepts with clarity, bridging the crucial communication
gap between corporate and creative.
Previous employers include Hewlett Packard India, McCann Erickson Worldwide, The Second City and
the Institute of Design.
Education includes MBA, engineering, product design and innovation planning.
Experience
Strategy Consultant
Principal, nitibhan.com
June 2005 onwards
San Francisco, CA
Client: Kevin Farnham, CEO, Method,Inc
Mar 05-May 05 - Medical device industry research and strategy
Aug 05-Nov 05 - Interface Innovation research and strategy. Launched Jan 06 at MacWorld and the Apple
Store.
Client: Stuart Constantine, Founder, Core77,Inc
June 05 - July 05 - Launch Core77/Businessweek Design Directory
Jan 06 onwards - Develop and implement content driven strategy for www.designdirectory.com
Columnist for Innovation and Design, BusinessWeek Online
Contributor on design and business - Core77.com, The Prepared Mind, Does Size Matter?, CPH127,
BusinessInnovationInsider - FORTUNE Innovation blog
List of articles published with hyperlinks available at www.nitibhan.com/about.html
Director, Graduate Recruiting
Institute of Design, IIT
Aug 2002 - May 2005
Chicago, IL
Head of department of graduate admissions, registration, and student services. Responsible for executing
strategies to meet semester enrollment targets. Reported results biannually to Bill Hill, President,
Metadesign, ID Board of Overseers, Grad Recruiting Task Force lead.
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Analyzed and overhauled enquiry to enrollment process. Implemented deposits, AdmitID and community
building initiatives that increased admissions yield from 45% to 60%, and raised average GPA from 3.1
to 3.5 over 6 semesters.
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Launched one year professional program, Master of Design Methods. Grew enrollment tenfold over the
first three semesters through direct mail, events, online messaging at Core77.
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Expanded regional reach through events and open houses nationwide. "Toothpicks and Logos" tour
2003 with John Heskett. Institute of Design Strategy Workshop and Panel Discussion 2005.
Katz Tech Fellow - Heinz Foundation Fellowship
Office of Technology Management, University of Pittsburgh
Jul 2001 - Jul 2002
12 month fellowship under Dr. Chris Capelli to train in the areas of technology transfer, licensing, new
ventures, business plans, licensing terms, evaluation of nascent technology for commercialization feasibility
and patenting, intellectual property and patent applications. Exposure to biotechnology, monoclonal
antibodies, stem cell research, drug research algorithms and simulation software.
Niti Bhan - 1046 Mason St, #3, San Francisco, CA 94108
- niti@nitibhan.com - cell: 312-498 1267
Account Manager
Second City Communications, The Second City
Aug 1998 - Mar 2000
Pittsburgh, PA
Corporate communications division of The Second City improv comedy theatre. Responsible for domestic
and international new business, client servicing and project management for tradeshows and events with
focus on high tech industries.
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Led redesign of The Second City website in 1999 generating increase in online ticketing and
merchandising by 25% and response to new business enquiries by 65%.
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Comdex Fall and Spring, Networld + Interop, E3 and CES for clients including Ericsson Mobile Phones,
NDG Software (Pty) Ltd, Worldspace Corp, GTE and Motorola.
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Generated 75% of annual sales target in the first quarter of 1999.
Principal, Strategies for emerging markets
Bhan Consultants Pvt Ltd
Apr 1997 - Feb 1998
New Delhi, India
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Custom market entry strategy and event management for multinationals entering India's emerging
markets. On retainer for marketing support and collateral, new product launches and sales events with
Scientific Atlanta, SAARC region.
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Executed brand launch events across 5 major metros - Delhi, Bombay, Calcutta, Bangalore and Madras
for Brown Forman (Old Forestor and Jack Daniels) including field setup, logistics, design and build of
exhibits. client: Universal McCann, New Delhi
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Partnered with Design Axis Pvt Ltd on design strategy for events and exhibits. Clients: Mahindra &
Mahindra, Asahi India Safety Glass, The Anand Group, Phillips Personal Communications, Toshiba,
Hewlett Packard India, T-Fal, Singer India.
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Developed detailed roadmap and marketing strategy for web design services for MediaWeb, India.
Marcom Specialist; PPGA
Member- Asia Pacific New Product Introduction (NPI) Team
Hewlett Packard India
Apr 1996 - Mar 1997
New Delhi, India
Responsible for national (India) advertising for Personal Products Group Asia (PPGA) including network
servers, hubs, routers, personal computers, mobiles and workstations.
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Managed marcom budget, channel marcom needs, agency and vendor relationships, including cobranding with Intel.
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Managed, coordinated and executed 5 city major metro roadshow for New Product Introductions, Fall
1996 "HP Rocks the World"
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National Product Launches: HPVectra 500 Series and HPNetserver E-30 Series
Niti Bhan - 1046 Mason St, #3, San Francisco, CA 94108
- niti@nitibhan.com - cell: 312-498 1267
Sr Account Manager
Account Manager
Result:McCann, McCann Erickson Worldwide
Jun 1995 - Mar 1996
Mar 1994 - May 1995
New Delhi, India
Result:McCann is integrated marketing services and below the line activities division of McCann Erickson
India. Managed field events teams, developed and executed strategic marketing plans, product launch
events and responsible for budgets and new business development.
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Team member - Coca Cola India entry. Design and build of 31 foot cricket bat for "Wish India Luck"
campaign for Wills World Cup Cricket Tournament 1995/96.
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Key launches: Creative Labs Soundblaster India entry, Levi Strauss New Delhi entry, Louis Feraud India,
Bank of America consumer banking, HP DeskJet portable printers, Microsoft Windows 95, Voice & Data
Magazine.
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Selected for McCann Erickson Educational development program "The Selling Strategy", Nov 95.
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Clients: HCL Frontline Solutions - national sales advertising, product launches and events, Hewlett
Packard, Microsoft, BoA, Usha Lexus, CyberMedia - PCQuest, Dataquest (national advertising and
product launches), Voice & Data,
Client services and new business development
Whisper Design Pvt Ltd
Sep 1990 - Feb 1994
New Delhi, India
Industrial design studio based in New Delhi founded by NID graduates offering exhibit design, product design
and visual communications to domestic and international clients.
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Generated over 2.5 million rupees of new business
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Built and maintained long term relationships with clients such as The World Bank, Singer, Kinetic Honda,
Hero Puch, The Anand Group, ParaDraft Inc , Dabur.
Education
2003-2004
Design planning and product development classes
Institute of Design, IIT
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Chicago IL
GPA 4.0
Design Policy; Design Planning & Market Forces - John Heskett;
Design Languages - John Grimes;
Design Planning - Larry Keeley;
Economics of Product Development; New Product Definition - Chris Conley;
Performance of Form - Peter Pfanner, Motorola
June 2001
MBA - ‘ Strategies for new markets’ Signature program
Katz GSB, University of Pittsburgh
 GMAT 96th percentile
Pittsburgh PA
1989-1990
Advanced Entry Program, Product Design
National Institute of Design
Ahmedabad, India
1989
Bachelor of Engineering in Industrial & Production Engg
BMS College of Engineering, Bangalore University
 First class degree
Bangalore, India