1. BRAND MANAGER @ EMAMI International (IMD) UAE
Present employer from July 2021 to till date
Key Result Areas:
Administered the marketing function for GCC and Other Mena, coordination with local agency for Creatives, Digital & Social media requirements
Deployment of merchandising material for the existing and new launch products and ensured dominant visibility at retail shelves
End-to-end coordination for the product development of Navratna new product development from R&D, Production and Logistics
Preparing launch deck for distributor communication and Product training for the internal and distributor’s Sales and Merchandising teams
Facilitated budget planning and allocation for BTL activities for different regions across GCC.
Preparing and Tracking of GTM plans and periodically appraising the updates to the stake-holders through CPS
Supervised and managed the vendors/ agencies, oversaw day-to-day working and ensured complete marketing update in terms of reports and bill payments of vendors.
Significant Accomplishments:
Kesh king brand grew by 24% in Carrefour by YTD Dec’21 over last year
Generated demand for Kesh King hair oil in Women Salons a product experience activation
Exponential growth in Iraq market by doubling the turnover from 1 to 2CR (INR) through aggressive ATL and BTL activities
Controlling the Promo contribution and successfully bringing from 70% to 55% with-out sales loss added to profitability
Crafting of a new marketing campaign to Navratna NPD to reach-out to the Arab audiences
Analyzed product features, evaluated factors that appeal to customers; provided valuable inputs to Social media and Digital agencies and achieved a 50% growth in the engagement of the social media posts
2. PRODUCT MARKETING MANAGER @ NIRAPARA (KKR Products and Marketing Ltd India)
3 years from May 2018 to May 2021
Key Result Areas:
Study market trends to understand changing consumer needs to launch innovative products
Analyze and interpret marketing information using AC Neilsen RMS data
Product package designing, and content creation
Prepare Go to market plans in-line with the sales team and distributors
Conceptualize and design POSM material for retail activation
Product training to the sales team and distributors
Planning and implementation of ATL and BTL plans for supporting sales
Prepare media plans based on the focus products calendar for the year
Training and development of team and support them to achieve their deliverables
Significant Accomplishments:
Successful launch of new products range such as Tea, Ghee, Coconut oil, Oats, Atta and Basmati rice
and Non-food products such as Hand sanitizer and Face masks
Added INR 5 Cr additional revenue per month by means of new launches
2020-2021 grew topline by 8% and additional 16% by means of new launches
Garner a market share of 5% in oats category in Kerala market in span of 2 years
Achieved No.2 position for blended masala category in Urban market
Expansion of 6k new retail doors in three years
Launch of Bandhan customer relation program
Improved focus on Digital marketing
Improve Media release efficacy parameters
3. ASSITANT Brand MANAGER @ Jaleel Distribution LLC, UAE
3 years from Jun 2015 to April 2018
Key Result Areas:
Conceptualizing brand building strategies & various trade marketing activities; planning sales promotions for various trade channels and customer groups
Formulating and implementing ATL & BTL activities; planning POSM requirement and allocation
Imparting training to the Merchandisers & Promoters while developing and maintaining relationship with key retailers and chains
Analyzing competition activities as well as managing and allocating A&P funds for the promotion
Significant Accomplishments:
Achieved an off-take of 35% for Emami in non-investment outlets and 60% in an investment supported outlets
Bagged an appreciation certificate as the best distributor for Emami in GCC region during April 2017
Successfully got the distribution of ADOL from “Julphar Pharma RAK” and ensured the presence of product in all major chains including Carrefour, Lulu, Zoom outlets and so on
Played a pivotal role in increasing the turnover of Moods condoms by two times from FY 2014 to 2016
Contributed towards channel expansion and opened account with Zoom outlets in UAE
Managed sales & marketing strategy development, product planning, profit and revenue targets
Accomplished and exceeded volume and profit goals by nurturing partnerships with existing customers
Successfully executed creative campaigns focusing on brand lift and engagement
4. KEY ACCOUNTS MANAGER @ Abbott Healthcare Pvt. Ltd. (MNC) Chennai - India
2 years from Feb 2013 to May 2015
Key Result Areas:
Managed modern trade business (direct & in-direct accounts) of Tamil Nadu and Kerala
Responsible for formulating regional BTL marketing plans such as Display contest, POSM material, training material in regional languages and trade promotions
Regional ATL campaigns in regional print media, radio and SMS campaigns
Planning of cross Brand/ Product promotions to enable sell-out
Facilitated secondary & primary sales. Prepare sales forecast for each account
Manage regional marketing agencies for marketing campaign implementations
Supervised Sales Team (3 SOs, 1 ISR, Distributor Salesmen), Nutritional Advising Team (1 Supervisor, 1 NC and 11 NAs) and Merchandising Team (1 Supervisor and 6 Merchandisers)
Significant Accomplishments:
Listing in Supply Co. account for Kerala market which enhanced the overall business by INR 12 Lakhs, making Kerala the highest growing state in the Southern region
Cracking the Lulu listing and achieved the highest secondary of Similac product in pan India
Appointing new distributors in the region of North Kerala for better penetration
Introduction of “Extended-Modern trade” concept to tap the growing modern trade universe
5. SR. AREA SALES EXECUTIVE @ ITC Ltd (ITD Division) Chennai- India
6.5 years Nov 2006 – Jan 2013
Growth Path:
Nov’06- Jan’09: Sales Trainee Cigarettes
Feb’09- Jan’12: Sales Executive Foods Division
Feb’12- Jan’13: Area Manager Key Accounts
Key Result Areas:
Market expansion through Appointment and management of Distributors in potential areas
Administration of Sales & Distribution objectives to expedite by the distributors such as Working capital, Infrastructure and Manpower
Ensure Market objectives are met such as Availability Visibility and Freshness
Supply chain and Marketing coordination of New product launches
Planning and executing of POSM requirements of specific and general retail outlet needs
Effective utilization of trade marketing schemes to amplify secondary sales
Achievement of Primary sales targets by continuously monitoring the stock levels and ensuring the stock norms are maintained as per the agreement
Training and mentoring of distributor sales and merchandising team to achieve the organizational goals
Maintain healthy trade relations with Key accounts such as Modern Trade and Wholesale
Significant Accomplishments:
Awarded best performer in the SP&L outlets extension for south region by achieving 45% growth on weighted outlet distribution
Achieved the ever highest score of 95% on the PARO retail audit in Horeca
Cracking the new accounts of N2H, Brown tree and Mercado for Modern trade
Winner of the best performing branch for the BigBazaar Bigday program for the year 2012 for achieving highest score for best secondary visibility and No.2 in sell-out of combo quantities
Was an integral part major launch of Yippie noodles, Bingo Chips, Fiama Di Wills and Vivel
Introduction of
Have handled Key Account such as Future group, Reliance fresh, ABRL, Health & Glow and Nilgiris
Hands-on experience in using SAP for sales forecasting and reports generation
Market data analysis of ACN retail audit figures