Durjoy (Ace) Bhattacharjya

Current

VP, Interactive Marketing at Athletes' Performance

Past

Director, Advanced Media / Community Tennis Marketing at United States Tennis Association (USTA)
Strategic Planning Consultant at Merkley and Partners
Founder and Partner at Medicalrecords.com

Lead Producer at Ogilvy

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Education

Boston University

Recommended

7 people have recommended Durjoy (Ace)

Connections

500+ connections

Industry

Marketing and Advertising

Websites

Durjoy (Ace) Bhattacharjya’s Summary

Exceptional brand builder with experience applying emerging technology to enhance brand presence, business performance and ROI. Excel at assembling and managing ambitious teams, creating new products customers love, and selling new ideas. Proven success in new business, strategic planning and research. Focused on leading-edge thinking with bottom-line results.

Durjoy (Ace) Bhattacharjya’s Specialties:

Sports, Internet, Branding, Marketing, India

Durjoy (Ace) Bhattacharjya’s Experience

VP, Interactive Marketing

Athletes' Performance

(Privately Held; 51-200 employees; Sports industry)

March 2008 — Present (1 year 9 months)

• Responsible for managing the interactive marketing strategy and implementation for AthletesPerformance.com and CorePerformance.com

• Develop online strategic direction and interactive marketing initiatives

• General Account / Strategic planning

• Synthesize creative direction and execution;
Director, Advanced Media / Community Tennis Marketing

United States Tennis Association (USTA)

(Non-Profit; Sports industry)

2005 — March 2008 (3 years )

The United States Tennis Association (USTA) is the national governing body for the sport of tennis and the recognized leader in promoting and developing the sport’s growth on every level in the United States, from local communities to the crown jewel of the professional game, the US Open.

While I was at the national office of the USTA, I led a cross-department team to realign organization’s online presence with the redesign and launch of usta.com

I was responsible for all online needs for Recreational and Competitive Tennis in the US, including leagues, tournaments, school / college programs, parks and outreach programs.

I worked with multiple vendors, agencies and internal stakeholders to help develop lots of new online initiatives including Find a Court, Find a Program and Find a Partner, tennismonth.com and The Big Serve.

I am especially proud of our online presence for a new industry-wide QuickStart Tennis program to introduce tennis to 5-10 year olds.
Strategic Planning Consultant

Merkley and Partners

(Public Company; Marketing and Advertising industry)

August 2002 — September 2005 (3 years 2 months)

Omnicom advertising agency clients included Pfizer, Citigroup, Mercedes Benz and SBC

Involved in all stages of new media from ideation to execution; developed brand identity and marketing strategies for new product launches

Developed overall brand strategy including technology recommendations and content partnerships

Responsible for qualitative research, competitive tracking, selecting feature sets and prototyping new products. Concepted and developed new marketing strategies (both online and offline)

Developed agency naming methodology and helped architect the new brand identity’ presented to senior management

Authored primary research; wrote and presented brand audits to clients;
Founder and Partner

Medicalrecords.com

(Privately Held; 11-50 employees; Health, Wellness and Fitness industry)

March 1999 — December 2001 (2 years 10 months)

Founded Healthcare software startup to help consumers manage and track their personal health information as part of a healthy lifestyle

Instrumental in establishing and building company’s vision, capital resources, team, infrastructure, product lines, brand, audience and revenues that allowed team to grow to 35 people

Led business development talks with diverse clients including HMOs, large pharmaceuticals, Disease Management firms, Travel Insurance providers

Developed innovative healthcare informatics software for patient-directed disease management

Regarded as e-health industry pundit in publications such as The Economist (12/06)
Lead Producer

Ogilvy

(Public Company; 501-1000 employees; Marketing and Advertising industry)

October 1997 — March 1999 (1 year 6 months)

Ogilvy is a premier corporate communications agency with offices worldwide. Ogilvy’s OgilvyOne division, specializing in direct marketing, included the Interactive group.

While working for Ford, we Integrated 350 separate corporate websites into a single ford.com; Developed their first ever online style guide

Managed technology and editorial for B2B IBM Business Partner website

Durjoy (Ace) Bhattacharjya’s Education

Boston University

BA , International Relations / Economics , 1989 — 1994

Semester Internship at Goldman Sachs London 1992

Additional Information

Durjoy (Ace) Bhattacharjya’s Websites:

Durjoy (Ace) Bhattacharjya’s Interests:

Marketing, advertising, internet, social media, branding, domaining, globalization, technology, internet, NYC, Boston, tennis, cars, design, Rushmore, travel, Asia, South Asia, India, Pre-Fatwa Rushdie, Stephen Fry, Douglas Adams, Rex Stout, The Economist, Dr. Seuss, Willy Wonka, Chitty Chitty Bang Bang (book), politics and general geekiness.