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Work experience

May 2008Present

Manager, Brands (Consumer Cards)

American Express

  • Drive brand planning, customer engagement, communication, media planning and research for the Consumer Cards division for the India business - focusing on the affluent segment in the top 6 cities.
Key Achievements:
  • Developed the "Realize the Potential" 360° brand campaign after detailed research and proposition development, in close coordination with the global advertising team.
  • Revitalized the Platinum Charge Card among prospects (income >$250k) with various experiential marketing initiatives and utilizing key partner assets.
  • Pioneered the Online Customer Acquisition campaign for the Kingfisher First Credit card - a wholly online process thereby reducing Cost of Customer Acquisition by 40%.
  • Led a pilot programme to increase penetration amongst Airtel Platinum base from 0.39% to 4% by segmentation and targeting through focused and innovative direct communication.  
  • Developed and successfully implemented Overseas Spend Stimulation, Recurring Billings and Merchant Activation campaigns, thereby helping maintain budgeted billings growth in a tough environment.
Apr 2006May 2008

Brand Manager

Asian Paints

PORTFOLIO: Interior Emulsions (ROYALE, Premium Emulsion, Tractor Emulsion)

Portfolio turnover: USD 150 million (2007-08)

  • Brand custodian for all interior wall-finishes – brand planning, close coordination with R&D, Distribution and creative agencies to conceptualize and execute strategic initiatives in key markets through designing entry strategy, marketing mix, media spread and other innovations targeting all stakeholders

Key Achievements:

  • Devised the entry strategy for Royale in Kerala with a different positioning, along with communication development and an innovative incentive structure for the network, resulting in a firm seeding of the Luxury Emulsions category.
  • Pioneered the Royale Consumer Connect Program (through Sampling for Royale Play, and customer service) and its launch impacted in huge mindshare gain and network expansion in Delhi-NCR.
  • Launched Royale Glitter Collection – a unique new product across the country, along with its variants and the faux finishes category Royale Play in key markets.
  • Communication development for Royale and Royale Play (Certificate TVC and Masterpiece TVC), along with designing an elaborate marketing mix

Area Manager, Vijayawada                                                                                        Apr 2006 – Sep 2006

  • Handled a team of 11 people focusing on network expansion and maintaining MTD budgeted growths.
  • Detailed exposure to branch administration, demand forecasting and unit-level supply chain management.

Summer TraineeApr 2005 – Jun 2005

PROJECT:Increasing Penetration and Usage of Tractor Emulsion in Key Markets

  • Identified the role of influencers and consumers in upgradation, and the barriers and triggers to very different growth curves in TN and UP (key markets). Secured a PPO for outstanding work.
Apr 2003May 2004

Software Engineer

Patni Computer Systems

As part of cross-functional offshore team, ensured on-time delivery in key maintenance projects, thereby helping secure sizeable business.

Education

References

Ashish Jajoo

“Richik exhibits a sharp marketing brain, and in his profile in asian paints, he was quick to understand the nuances of the various brands he was handling. Ability to set out the road map for the brands and executing the deliverables for the same was something he execelled in.”

Anirudha Deshmukh

“Richik comes across as a fun loving, cheerful and popular person. He distinguishes himself in terms of his dedication to work and his ability to achieve important results in face of all kinds of challenges.”

Aditya Kaul Dullo

“Richik exhibits great marketin acumen. He has the ability to think differently and beyond the obvious. His recommendations on various campaigns have always taken them to the next level.” 

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Interest

Adventure sports

  •  Mountaineering in the Himalayas (Roopkund, Goechala Pass, Nanda Devi, etc.)

Community Work

  • Involvement in Community work with Literacy India – Raising funds for and awareness about women SHGs.
  • Founding member of Kalyan, a non-profit literacy drive initiative in Purulia, West Bengal, India.

Teaching

  • iDiscoveri - Outbound education for 9-15 year olds
  • IMS - Coaching classes in Maths for MBA aspirants