Executive Summary
- 15 years of experience in Marketing, Brand management, Strategy development & Sales in Parmaceutical/ FMCG/ consumer product /Beverage Industry
- Skilled at generating substantial sales revenue and profit gains in highly competitive markets. Experienced at leading Brand Management/Promotional activities, BTL, Marcomm, Trade and Customer Marketing, New product Developments seminars, trade shows, and industry events
- Recognized proficiency in contributing towards sales revenue growth, profit gain in highly competitive Market
- Possess very strong administrations and excellent communication skills with Proven track record of increasing market share, revenues, establishing networks, streamlining workflow and creating a team work environment to enhance productivity
CORE COMPETENCIES
– Brand Management/ Trade Marketing
ð Possess strong understanding of conceptual framework to create stand alone Brand Property to leverage on Brand Identity
ð Proficient in understanding strategic brand objectives to deliver on key business achievement metric viz. Market share gain, Brand communication, consumer activation, Net sales, operating profit, Gross margin.
– Product Development
ð Proficient at Defining product Road map, scope and product delivery schedule within the finite Advertising and Marketing resources
ð Possess aptness to identify customer requirements, gap analysis to deliver on best fit – low cost, SKU Strategy
– Customer Relationship Management
ð Proficient in resonating stability of brand – consumer bond for ensuring quality and service norms to achieve customer satisfaction and business retention
– Team Management
ð Demonstrated abilities in Leading, mentoring & monitoring the performance of the team to ensure efficiency in process operations & meeting of individual & group targets
EXPERIENCE SNAPSHOT & GROWTH PROFILE
Radico Khaitan Limited , Kolkata Position Held : Assistant General Manager-Marketing (East) Nov’ 07 to Present
Large and Diversified Indian Alcoholic beverage Giant having Strong Domestic and International Presence with a Turnover of $218 Million
Job Role & Responsibility:
- Drive Annual Business Objective with clear profit objective for fiscal sales volume
- Managing advertising and promotions budget to the tune of INR 18 Crore’s for a business of INR 539 Crores
- Leading the efforts towards new product launches, formulating plans, handling marketing and communications; looking at potential business of INR 60 Crores in next one year.
- Lead creation of rolling annual Marketing budget , trade schemes and promotional plans and ensure their effective implementation with clear objective to align brand plans with retailers’ plans to deliver on differentiation for customer
- Accountable for Brand strategy, Positioning, Trade Activation , Market communication to tap incremental consumer to fast-track Radico’s growth agenda
Attainments:
- Actively led Marketing campaign that registered 84% achievement of 14-15 sales volume target while captured a 4% growth for Flagship Vodka brand Magic Moments and 40% growth for Flavored Vodka over last fiscal >contributed meaningfully towards business volumes and growth by achieving profitability objectives for the zone.
- Headed the launch of new consumer product range and registered sales turnover of INR 270 Crores in a span of 2 years.
- Instrumental in establishing the Sales and Channel Structure for the Consumer Business new business category
- Improved margin from 8% to 15% through revised product mix, conducted promotional activities, resulting in improvement in sales mix and enhanced the sales of high margin products by 20%
- Increased the Brand Market share of the company from 35% to 74%, through several promotion activities.
- Established the marcom and performance marketing group function in the organization and constituted a team of 3 people for managing the same.
- Efficiently handled the cross dynamics of Regional Pricing Strategy and packaging strategy to retain Magic Moments Vodka and Flavored vodka leadership in the category and Ms%
- Effectively conceived and planned and executed Launch of “ELECTRA – Ready To Drink “ in the east zone whereby brand awareness and pull was created which resulted in positive consumer acceptance and created new business category in very short span of time
- Efficiently planned and launched Morpheus Brandy and After Dark premium whisky in the East – where both Off and On trade business planning and sales volume are effectively driven as per internal obj
- Actively planned and executed unique consumer Activation for the first time in the Industry for After Dark whisky brand with Radio Mirchi by achieving clear sales objective while resonating consumer –brand connectivity for establishing new business category
- Actively led Ideation , conceptualization and creation of stand alone Brand property for 8PM Whisky brand in the zone that converted weak area into strong by registering more consumer pull and market share gain
Radico Khaitan Limited Position Held : Marketing Services Manager – East Aug’06 – Oct ‘ 07
Job Role & Responsibility:
- Driving the portfolio of brands in the different competitive segments and develop the relevant positioning strategies as per organization strategy to deliver on volume and growth
- Be the custodian of Brand essence and ensure all above the line and below the line activities are developed in line with core brand positioning to leverage on Brand identity
Attainments:
- Meaningfully Carried out unique brand campaign for the first time in Liquor Industry that resulted in significant market share rise in both retail & institution sales for Vodka category and made magic moments the second largest & fastest growing Vodka brand in the east zone
- Played major role in driving Magic Moments flavor vodka launch in the east by achieving clear sales objective while resonating consumer –brand connectivity for establishing new business category
- Have been recognized and promoted after a year of joining from Marketing Services Manager for remarkable contribution towards brand growth , Net sales , gross margin in the zone
Linc Pen & Plastics Ltd Position Held: Deputy Product Manager Jul ’05 – Jul ’06
Job Role & Responsibility
- Preparing marketing plan for assigned products.
- Accountable for all Above the line and Below the line activities
Attainments:
- Proficiently led Marketing agenda to deliver on brand growth and volume
LG Electronics India Position Held: Marketing Manager Feb ’05 –Jun ’ 05
Largest MNC Consumer Durable Giant having Global Turnover of $10Billion
Job Role & Responsibility:
- Accountable for Retaining No.1 leadership across categories of brands thru ATL/BTL, visibility drive – signage and visual merchandising and branding work in LG Exclusives , Brand Shoppe , Multi brands outlets , cinema halls, shopping complexes and multiplexes to spearhead LG India’s Brand vision meaningfully
- Planning of cross promotional offers for Consumer –Electrical and Home Appliances , computer and mobile products for increased secondary sales to achieve branch target month by month
- Responsible for Designing and releasing print ads in leading English and vernacular dailies in Kolkata metro, briefing advertising agency on layout and design of the advertisements to align core LG strategy to Brand Identity
Attainments:
- Successfully led the Marketing agenda to sustain LG No .1 leadership in the category of brands whilst driving impact consumer , retail presence beyond near –term business priorities to support Monthly volume T/O of 30crore
- Orchestrated execution of several ATL/BTL activities and managed better brand visibility drive as per LG norms
- Very Proficiently led Branch Marketing campaign to achieve in “Top five best controlled branch” consistently by accomplishing all category product sales target month by month
- Lead diverse functional objectives ( viz. R&D, Sales, Commercial, Service ) cohesively to deliver positive on all near term LG priorities
- Very proficiently planned and executed unique consumer activation programme of “LG GSM Bid and Win offer” with Tie-Up of Airtel for the first time in eastern India to support foray in new product GSM category
- Strongly managed the extremely competitive work environment, both Internal and External with distinguished leadership to deliver on LG India’s growth map
Albert David Position Held: Medical Rep > Product Executive> Assistant Product Manager May’96 – Jan’05
Job Role & Responsibility:
- Preparing marketing plan for assigned products.
- Conducting conferences and new product launch meeting.
Attainments:
- Successfully led Marketing agenda while achieved better brand stature to deliver on volume
- Orchestrated several BTL promotional activities such as SMR trade program , trade seminars, and exhibition for enhancing product range awareness
- Credited with elevating assigned brands to pan India brand from a regional player through well spread promotional activities and BTL activities including events, marcomm.
- Spearheaded the launch of new products ; made them industry leaders in the i segment and contributed 20% of total SBU turnover
TRAINING ATTENDED
- Management and Leadership by National Institute of Personnel Management in 2001
- Media Buying & Advertising from Indian Institute of Social Welfare And Business Management, Calcuttta in 2002
- Post GATT era-Control Measure Indian aspect from Indian Institute of Social Welfare And Business Management, Calcuttta in 2002
EDUCATION
- Post Graduate Diploma in Business Management ( MBA) from the Indian Institute of Social Welfare and Business Management, Kolkata with specialization in Marketing (Major) and Finance (Minor) in 2002 with 1st Class
- B.Sc. from Calcutta University in 1994.
- Proficiency in using MS Office applications.
