-Led the communication strategy for the listed entity of Marico Limited, advised the leadership team & was responsible for generating high value visibility & reputation shift for the corporate brand in priority business & industry media resulting in the coverage increasing by 50%-70% every year & a notable increase in mind share & key messages delivery
-Managed the communications for the company through various changes like merger &, acquisitions, leadership management changes etc.
-Designed a crisis communication protocol for the organisation & managed various types of external reputation crisis-product, processes etc.
-Developed all brand communication initiatives on the brand Saffola (www.saffolaife.com) in India & Bangladesh & initiated new programs like studies, Influencer relations, blogger outreach, establish category leadership, studies, rural markets strategy, and experiential events to drive behaviour, change brand perceptions, creating habits etc.
-Built a 360° successful external and internal communications strategy to drive thought leadership 'as an innovative & empowered organisation' working with the HR team to build Marico as a successful emerging market MNC and an ‘employer of choice ‘
-Responsible for, devising the strategy, managing quarterly investor communications& crafting the business messaging for high value placements in print & electronic media as well as announcements internally
-Set up the external communications policy for the listed entity of Marico in Bangladesh (listed company) & provided strategic counsel for all media and crisis communication
-Created a charter for media training & messaging for 8 spokespersons in the organisation. & positioned the MD & CEO as the business leader & profiled function experts successfully
-Helped set up the Twitter content strategy for the Chairman & generated visibility for his personal social responsibility initiative-ASCENT https://www.forbes.com/sites/naazneenkarmali/2012/10/25/maricos-harsh-mariwala-on-his-mission-to-help-10000-entrepreneurs/#97d499363ed4
-Helped set up an Online reputation management process which helped track the brands' conversations real time on social media , manage reputation & mitigate crisis
-Built the Saffola mother brand integrated marketing campaign using health influencers & celebrities for ‘World heart day’, resulting in earned media coverage worth 10 million & winning 7 awards, also the communications model is now a property . Introduced & developed various category building programs using Studies, surveys, digital properties for Saffola to establish leadership as a 'heart care' brand
-Also, developed trends & categories to establish Saffola as a healthy food brand Conceptualised and developed with the brand team; a Digital Influencer property & content marketing initiative with a Michelin Star Chef ,Bloggers, Nutritionists & Celebs called ‘the Fit Foodie’ that created affinity and preference for the brand Saffola as a food brand, the initial launch resulted in over 30,000,00 + impressions & earned media& won 8 awards. It continues to be an industry benchmark https://www.fitfoodie.in
-Designed, developed & launched the CSR strategy and the first program for Marico Bangladesh .I was also responsible for managing the PR & digital communications agenda for Marico Innovation Foundation (MIF) (a not-for-profit) & the Innovation for India Awards (IIA)
-Developed, created content & worked with agency to develop the corporate global website- www.marico.com & was responsible for all changes & updates thereafter
-Led internal communications for over 3000+ employees; conceptualised & launched an interactive digital platform as a newsletter for all internal communications. Also, managed all news bulletins, communication from the leadership team, announcements etc. Introduced a webinar by CEO that received more than 70% participation by employees .Launched the program 'innovation jam'(to encourage innovation across the organisation)