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Summary

A Marketing professional with 7 years of rich experience in Retail / FMCG / OTC / Nutraceutical products. Functional experience across brand development, strategic planning and consumer marketing with ability to motivate and drive cross functional teams to deliver business results.

Work History

Nov 2013Present

Brand Manager

  • Current portfolio : NEKO (anti-germ soap), Ferradol (Nutritional supplement), Sloan's Balm & Liniment (Pain Balms), Waterbury's Compound (Immunity builder for cough & cold). Portfolio value : Rs.70 crs
  • Tetmosol (No. 1 brand in anti-infective soap category) Portfolio value : Rs.53 crs 
  • Plan, deliver business objectives and manage P&L for the assigned portfolio
  • Develop 3 year brand strategy for portfolio and devise annual marketing plans 
  • Brief market research team to assess and identify key need-gap areas from research for NPDs and designing communication concepts
  • Crafting the complete Go-To-Market Strategy: Target consumer setting, Costing, Pricing, Volume Estimation & Sales Planning, Launch Planning, Sales conferences, Advertisement creation, Media planning
  • Leading discussions with advertising and media agencies for executing promotions and media plans (ATL & BTL)
  • Drive NPD projects and marketing activities with help of cross functional teams

Achievements:

  • Promoted one level, with readiness for next level of Category Manager 
  • Developed and implemented new campaign TETMOSOL, delivered 30% volume offtake growth for FY16
  • Brand growth faster than the medicated soaps category for FY15 and FY16
  • Designed a 360° campaign to deliver all time high sales on the brand
  • Conceptualized and executed unique touch-point to generate trials in key markets 
  • Launched Tetmosol Total cream, captured 0.5% value market share in Rs.800 cr category
Nov 2012Nov 2013

Assistant Manager - Marketing

    • Managing Marketing plans for Mobile - Domestic market, responsible for new product launches, retail and trade promotion strategies, tactical plans to promote new and existing set of mobile / VAS products.
    • Work closely with product team and technology team to initiate NPD basis research
    • Designing of the marketing communications for all stakeholders, conceptualization, execution of the integrated marketing programs for new products.
    • Design movie promotions with content provider and telecom companies
    • Briefing advertising agencies and vendors for execution of promotional activities.

    Achievements

    • Received promotion on review of half yearly performance and confirmation
    • Successfully designed, developed and launched Vodafone Music app

      Mar 2010Oct 2012

      Brand Executive - Calcium Sandoz | Otrivin

      • Managing brand profitability of Calcium Sandoz (Kids and Woman) and Sandocal 
      • Develop annual brand plans, brand building activities, execute tactical plans
      • Responsible for preparing & implementing promotional strategies on PAN India level
      • Handling (Creative, Media, Research) agencies for timely execution of task given and ensure compliance and metrics.
      • Co-ordinate with CFTs for regular demand planning, New product development, Packaging, Legal/DRA approvals, Consumer offers, Money back offers
      • Design trade and channel promotion activities with help of trade marketing
      • Keep track of advertising spends as per allocated budgets and align finance team

        Achievements

        • Re-launch of Calcium Sandoz - Soft chews toffee format
          • Integrated 360 degree campaign considering all business stakeholders
          • Media - 5 Sec TV tag development, Media campaign
          • Website launch, Retail display, New Packs design and Contest for Retailers.
          • Average sales up by 600% after relaunch
        • Brand building through School Contact program - Calcium Sandoz
          • Program designed to educate kids on Calcium Requirement and importance
          • Touched 40000 kids across top 10 cities across the country

        Won “Pro-Fortify Achievement Award” for rigorous planning and execution of CaS Growth product launch.

        Won “Star of the month” award from Novartis for implementing School program and Digital activation.

        Jul 2009Mar 2010

        Business Executive

        • Corporate sales for hardware and software solutions from Zenith group companies, Digital Signage Solutions and LCD TV's from Vu Technologies
        • Exclusively responsible for sales to IT & Telecom segment companies 
        • Ensuring timely supplies of goods as per specifications and receipt of payments from clients within the credit days. 

        Education

        R. J. College

        Jun 2003Apr 2006

        Bachelor of Management Studies, Marketing

        • Scored First class with Distinction with 73.49%   

        S.K.Somaiya College

        Jun 2001Apr 2003

        Higher School Certificate, Commerce

        • Scored Second Class with 58%

        Sau Laxmibai English Medium School

        Jun 1990Apr 2001

        Secondary School Certification

        • Scored First Class with 64.80%

        Portfolio

        Extra Curricular Activities

        • Member of Rotaract Club (Youth Division of Rotary Club of Mumbai Mulund South)
        • Won many awards in all avenues - Best Digital Communications Director, Outstanding Treasurer in District, Outstanding Club Service Director in District, Best Director and Supporting Director.
        • Recognition from UNESCO and Awarded Best International Service Project of Brazil (by non-profit body) for an initiative on World heritage sites

        Interest

        Cricket, Music, Painting, PC Gaming, Web Technology and Gadgets.

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