• Dubai Marina, Dubai, UAE
Amritha Chottakurien

Amritha Chottakurien


Currently employed with Sony Gulf FZE, as a Product Marketing Specialist for Sony Portable Audio Division. 8 years' experience in Marketing & Pre Sales, including products and services for international markets.

Work History

Work History

Sony Gulf FZE

Apr 2014 - Present

Asst. Marketing Manager – Product Marketing

  • Product Manager for Sony Portable Audio Division
    • Key strategic countries including UAE, Qatar, Bahrain, KSA, Iran, Turkey, Lebanon 
    • Product Category in-charge for Headphones and Wireless Speakers
    • ROI estimation & Sales Uplift for ATL – BTL, Price Change and Stock Compensation activities
    • Advertising and Promotions: Managed The Marketing, Advertising, Promotional Activities
    • Social Media: Focus on growing the social media and digital marketing platform
    • Public Relations: Conducting product reviews and PR activities
    • Website Update: Updates on Sony website of new product launches and content
    • Pricing of product category across countries, and evaluation of marketing spend
  • Brand Manager for Sony Walkman®
    • Initiated brand marketing projects for NW-W273S Waterproof Sports Walkman® series
    • In-charge of Product launches of HiRes Walkman NW-A15 and NW-ZX2
    • Marketing Collateral: Designed and managed newsletters, research papers, event support materials and brochures
    • Managed company-sponsored promotions, Business Partner Meetings, and many marketing events
  • Market Research
    • Conducting Research To Determine Market Requirements For Existing And Future Products
    • Identifying Marketing Opportunities And New Project Development liaising with retailers and partners
    • Competitor Analysis: Analyzing Market Conditions And Competitor Information for Portable Audio
  • Retail Management
    • Shop-front display implementation, branding and POP management
    • Direct negotiations on advertising prices and campaign budgets
    • Developed retail display designs and proposals for Qatar, Bahrain, UAE and Lebanon
    • Market Estimation & SKU Management – SKU listing and delisting, tanawari and sell-in activities
    • Training - Provide product-positioning training to merchandisers
  • Country Management - Qatar, Bahrain, UAE and Lebanon
    • Developed and executed the overall sell-in sell-out strategies – SEIHAN management
    • Managed price structure, price maps and price promotions
    • Monthly Merchandiser meetings for target setting
    • Product training to key retailers, merchandisers and promoters

Professional Achievements:

  • Successful implementation of the Sony XB series headphones launch in UAE (16th Nov to 16th Dec 2014)
  • Key role played in successful inauguration of the Sony Boutique Dubai Mall (Feb 9th)
  • Middle East Launch of Sony’s High Resolution Audio pioneer technology (Feb 23rd, 2015)
  • Successful implementation of Bluetooth Wireless Speaker Campaign (July 17th, 2015)
  • UAE Launch of Colors High Resolution Audio walkman and headphones range (Oct 7th, 2015)
  • Successfully executed Work style Culture Project liaising with Sony Professionals - Corporate HR Project

Sony Gulf FZE

Jun 2013 - Apr 2014

Senior Executive-Services Marketing

  • Project Lead for Sony MEA’s core corporate initiative ‘Net Promoter Score Management’
  • Customer Relationship:
    • Gather & monitor customer feedback across 131 Sony Retail Stores and 77 Service Centers in MEA
    • VOC analysis to attract new customers, convert detractors and retain promoters
  • Consumer & Marketing Insights:
    • NPS Implementation across 10 countries in Middle East & Africa
    • Advanced data analysis and survey designing using Satmetrix and Qualtrics software tools
    • Conducting market visits, and working closely with the regional teams to close gaps
  • Performance Reporting: Liaising with Sales &Marketing team to translate research data into actionable customer insights and recommendations through 100+ brand/category analysis presentations
  • Retail Execution:
    • Trained 300+retail and service personnel to track store KPIs
    • Improved ROI by collecting shopper feedback and evaluating store initiatives
    • Providing branding, promotional and product display guidelines to retail stores
    • Delivering Sony service branding guidelines to service centers

Professional Achievements

  • Successful roll-out of NPS in South Africa, UAE, Pakistan, Turkey, KSA, Qatar, Bahrain and Iran
  • Partners Meet Conference implementation and roll-out across MEA region
  • CRM implementation using SalesForce to focus on customer grievance handling

Capgemini India Pvt. Ltd

Jul 2010 - Mar 2012

PreSales Consultant

  • Team Lead of Solutions, Architecture & Integration service line for junior associates
  • Business Propositions: Worked on bids with an overall deal value of $25 Mn
  • Bid Management: Effectively led 40+ RFP/RFIs in North America and Singapore
  • Account Management: Liaised with solution architects to create solution, win themes & value proposition

Professional Achievements

  • Promoted to ‘Senior Consultant’ in a span of 1 year with an Outstanding Rating
  • Awarded Capgemini’s “Most likely in the Future to win Conversations Contest

Accenture Services Pvt. Ltd

Jun 2007 - Jul 2010

PreSales Proposal Architect

  • Business Propositions: Worked on bids with deal value ranging from $5 Mn to $20 Mn
  • Bid Management: Effectively led 35+ Application Outsourcing bid opportunities
  • Knowledge Management: Developed process documents, reference-able case studies
  • Employee Development: Spokesperson and conducted 6 Greenfield Induction Trainings
  • Excellent planning and organizational skills: Conceptualized & executed leadership events for 500+ recruits
  • Executed 30+ Continuous Competency Development events for written and oral communication skills

Professional Achievements

  • Six Sigma Green Belt Training Certified by Director - Global Service Centre Organization (GSCO)
  • Accenture ELC recognition for excellent contribution to VAJRA initiatives
  • Awarded on being selected as VAJRA - Highly appreciated proactive attitude (FY08 – FY10)



S P Jain School of Global Management

Apr 2012 - Mar 2013

Masters of Business Administration (MBA) 

Major: Contemporary Marketing Management

Applied Learning Project: Marketing Strategy for Heinz Tomato Ketchup Consumption in MEA

  • Consumer Behavior Analysis: Construct behavioral models and Usage & Attitude study outcomes with models to craft segmentation strategy
  • Secondary Research: To study the food service landscape and foods consumed in Kenya
  • Primary Research: Brand Health Study to measure the health of Heinz Tomato Ketchup
  • Brand Strategy: Tomato Ketchup expansion in Kenya
    • Analysis of key competitors in the region (Middle East and Africa)
    • To determine the promotional lift and to calculate market share prediction through campaign analysis
    • ‘Trigger to Purchase’ concept by evaluating category triggers & barriers and growth drivers

Applied Research Project: Effectiveness of Social Media for pharmaceutical companies in Singapore

  • Consumer Behavior Analysis based on in-depth interviews of medical experts and patients
  • Marketing Strategy: Recommendations proposed to create brand awareness using Facebook for Pfizer

Marketing Research Project: Brand Health Study for Blackberry in UAE

  • Measured the availability of Blackberry as a brand, reputation and points of presence in the UAE
  • Measured the brand’s vulnerabilities, negative associations, Blackberry brand attractiveness and extent of positive associations of the brand
  • Measured the perception of Blackberry and its relevance as a brand

SIES Graduate School of Technology

Aug 2003 - May 2007

Bachelor of Engineering (BE)

Major: Electronics and Telecommunication


  • Special Mention article in MBA Skool, Mar 2013 – Sales Support – Backbone of Sales
  • Article published in MBA Skool, Jul 2012 - The need for professional MBA committees
  • Trained Street Jazz dancer from ‘The Danceworx Performing Arts’ Academy
  • Professional Bharatanatyam dancer from Nrityageetanjali Dance Academy


  • Student Life Committee Member at SP Jain: Planned and managed student life projects
  • Industry Interface Committee coordinator: Handled 8 client projects end-to-end
  • Event coordinator for Spectra 3: A reverse business case event organized by SP Jain
  • Culture, Arts & Media Committee Member: Spokesperson and event coordinator for 6+ events