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Anup Deshmukh

Serial Entrepreneur | Freelance Mentor | Chief Marketing Officer (CMO) Consultant

Summary

Executive Leadership Competencies:

 Strategic Marketing & Branding  New Product & Brand Development  Distribution Channel Management  Public Relations, Advertising & Promotions  Brand Marketing & Consumer Communication  Environmental Branding and Décor  Interactive & Technology Enabled Marketing  E-Commerce & Website Evolution  Loyalty Marketing & Customer Segmentation  Market Research, Shopper Analysis & Reporting  Profit & Loss Statement Accountability

Entrepreneurial mindset with over 10 years of experience in building businesses from scratch in myriad industries ranging from textiles, renewable energy, FMCG and IT. Cross category experience leading to a good understanding of the dynamics of business.

I have a well rounded experience in the areas of General Management, managing profit-centers and operations comprising of IT, Marketing, Finance, & Sales. Strong track record in building companies and brands from inception to stable level.

* Strong background in Strategic & Operational Marketing activities – Product Planning & Development, Product Launch and Marketing Analysis- Pre & Post launch. Exposure to markets other than India including a good understanding of the South Asian and European markets.

* Highly experienced in dealing with various agencies - Research, Advertising, Media planning, Public Relation, Sales Promotion and Event Management. .

* Specialties:Product Management, Pricing, Consumer Behaviour, Research, Distribution

* Specialties: IT / Sales & Marketing Management / FMCG / food & beverage industry / trade & distribution networks in India, consumer good sales, brand building, F&B retail operations, supply chain FMCG, as well as business planning & financial controlling.

Work History

Jan 2015Present

CEO

Rekhaprocity Labs

A products & services company that is on the cusp of bringing innovative offerings to the market. B2B and B2C are dead, long live H2H (Human-to-Human).

Oversaw all retail, digital, e-commerce, branding and marketing communications initiatives in addition to internal communications and employee training programs. Restructured marketing department and acquired a 21-member team to spearhead the implementation and execution of a corporate branding and marketing plan. Founded the inaugural digital marketing group and architected a comprehensive strategy for the integration of digital technology into the existing marketing establishment. 

Slashed consumer website abandonment rate 53% by overhauling web functionalities, including responsiveness, enhanced live chat, click-to-call, and leading edge web-based customer acquisition tools. 

Earned an 18% increase in operational margins by restructuring internal teams and professional fees to eliminate relationships incompatible with a balanced “working vs. not working” cost ratios. Increased online web visits 132,000 and leads 80,000 monthly by rolling out a new e-commerce platform.

Eliminated redundancies and conflicts between traditional and digital marketing plans and put in place an integrated structure emphasizing sustainability and cost effectiveness.

Captured in-depth data from conversion rate to investment and tracked customer lifecycles through a unique PID to identify common characteristics and enhance high-level strategic marketing.

Aug 2013DEC 2014

CMO

Konark Natural Foods Pvt. Ltd.

Managed Food & Health advertising budget, comprised of 15+ total employees, and report directly to the Chairman/CEO/President.

Performed as General Manager to launch and lead a Food & Health Brands, $1 Million in sales, with full P&L oversight

Lead the development of a Consumer Trend Framework to feed strategic planning and brand strategy, which provides improved data for more effective strategic, tactical and financial planning.

Contributed as an Executive Committee Member that approves IT Capital Investment corporate-wide to include marketing automation, online loyalty program and health education.

Created and communicate the consumer facing Health and Wellness communication strategy.

Developed "CPG Like" Consumer Insight and Research organization to give Food & Health Organics a consistent methodology to measure customer reaction to programs on price, quality and product perception.

Oct 2010Jul 2013

Entrepreneur

Konark Group

Konark Group is a diversified corporate house; with interest in the Textiles, Real-estate and Renewable Energy sectors.

Chief Operating Officer for a 5 MW Solar PV Power Plant at Kutch, Gujarat - A solar photovoltaic power plant of 5 MW size. All the power generated is exported to the Gujarat Government grid for the next 25 years at a pre-determined price; now the highest generating power plant in the category.

Head of Textiles Sales - provided Leadership,Coordination & Strategic Direction to Sales&Distribution functions of Retail International and Domestic Business. Was accountable for primary&secondary sales with an objective of achieving the targeted Top & Bottom line.

Jan 2010SEP 2010

Technical Account Manager

Pitney Bowes Business Insights

1.Single Point of Contact (SPOC) and Face of organization to assigned strategic customers.
2.Responsible for Customer Relationship building, Key Account Management and mining of existing customers.
3.Responsible for farming business development involving prospect development, understanding of customer business and technology scenario along with creating potential needs.
4.Identified & created opportunities, solution offerings and presentation of business case to the client, submission of techno-commercial proposal, opportunity conversion in organizations favor.
5.Responsible for end to end Business Cycle Management, right from Lead Generation to Contract signing.
6.Managed the farming sales with the sole focus of maximising revenues in timely, reliable, and consistent manner.
7.Evolved Account mining & penetration strategies to achieve business targets and increase organization's share in customer's IT Spend.
8.Worked with the Top / Senior management to set the promotional agenda for sales support team and underpin all sales initiatives with an appropriate marketing program for assigned customers.
9.Close interaction with the Pre-sales, Solutions and the Operations teams to ensure delivery of technical proposals/ solutions as per agreed timelines.
10.Position is a part of Sales Team, and is an Individual Contributor role for the assigned region.
11.Responsible & maintained high customer satisfaction ratings that meet company standards
12.Responsible and met assigned expectations on business profitability.
13.Responsible for timely Revenue recognition, Billing and Collection for assigned customers.

Nov 2007Dec 2010

Project Manager

Pitney Bowes Business Insight

In this role was responsible to keep the team productive and organized by building and managing a realistic schedule; facilitating and fostering communication within and across teams; effectively managing risk and change; anticipating what might fall through the cracks; and doing whatever is required to ensure things run smoothly and productively.

OCT 2006OCT 2007

GIS Software Consultant

Fraunhofer Gesellschaft (IAIS)

I worked as GIS Software Consultant at Fraunhofer. During my time there I have worked on Identification Of Agricultural Zones In Germany, Prediction Of Demand To Agricultural Products And Developing Agricultural Decision Support System Identification of Agricultural Basins of Germany project from Ministry of Agriculture and Rural Affairs, Technical Assistance for Establishment of a German Environmental Information Exchange Network project from Ministry Of Environment And Foresty. Programming with Flex platform, ArcGIS Flex API, Google Maps Flash API, WebORB libraries working with ArcGIS Server, ArcGIS Model Builder technologies and developing decision support systems (DSS) experience was gained in this period.

JUL 2006SEP 2006

GIS Software Developer

Lat-Lon GmbH

During the project work i gained some programming experience in Flex, Silverlight platform, Actionscript programming language, ArcGIS Flex API, ArcGIS Silverlight API, Google Flash API, WebORB libraries, MS SQL Server, Oracle, PostgreSQL database management systems, ArcGIS Server 10, MapServer, GeoServer GIS servers, REST, SOAP services and WMS, WFS, TMS Open Geospatial Consortium (OGC) service techologies.

Education

20052007

Master of Science (Major Geo-information services)

University of Bonn, Germany
20022005

Master of Science (Major Environmental Information Systems)

University of Bayreuth, Germany
20012002

Diploma Advanced Computing

Centre for Development of Advanced Computing
19982001

Bachelor of Commerce

University of Mumbai

Skills

Language

German - Native

English - Native

My Strong suit

My Guiding Principles: Everything starts with data | Insights drive every decision | Objectives based on outcomes and not activities | Measure everything

My Leadership Approach: Open door | Avid listener | Success is only success when it is shared | Meetings need actions | Personal accountability

My Corporate Beliefs: People are the foundation for success | Brand and culture are indistinguishable | Alignment only comes through focusing on the customer

My Working Style: Collaborative | Attention to detail | Unique perspectives | Integrity | Pay it Forward | Politics belong in political office | Always learning | Agility

My Deliverables: Corporate strategy | C-level marketing | Investment optimization | Technology enablement | Team working | Working as one company/function | Marketing attribution | Commercial value