Sales & Marketing professional with 5 years of experience in brand manageme t development, Sales & Distribution management in FMCG Industry.Experience across geographies and currently in a Brand role managing FMCG Brands handling Innovation, Pricing Strategy & ATL through a complete mix of Digital media, Social Media, Consumer insights, E commerce, PR, influencer marketing and BTL.
Contents
Role 1 Group Brand Manager FMCG Company
- Owning the sustenance, revitalization, and creation of brands for exteriors business of APL
- Creating products, propositions and strategies backed by consumer / network research & scientific rigor
- Leading a team of brand managers, driving cross-functional collaboration, and creating frameworks for delivery of business and brand promises
- Led consumer insight mining for the brand, leading to digital transformation journey, delivering over 700Mn Impressions in 11 months with a 34% engagement and increasing brand consideration scores by 7%.
- Helped set up the entire business from scratch – NPI, Sourcing, pricing, quality control, after sales service, RTM, Logistics & Marketing Activation
- Building brand positioning & developing advertising, communication & scale activations to grow equity
- Development of the Annual brand plan which includes: – Identification of avenues for growth and formulation of volume plan for the year. Devising the 360degree annual marketing calendar to achieve the annual plan . Planning & Optimizing the marketing budget for all the marketing activities (ATL, BTL, Digital, Brand Activations)
- Channelizing BTL & channel spends of more than Rs. 50 crore to meet channel activation objectives. Driving innovation in physical and digital connect with trade network, developing marketing first trade schemes for proposition landing. Conceptualized reach-outs of more than 30000 contractors in person through brand EXPOs & over 1.5 lakh contractors digitally.
- Designed & Executed Consumer Research and Customer Lifecycle Management program with a 33% NPS Score, liaising with product, operations & customer relations teams. Planned Digital & E-commerce launches, developing customer preference & engagement ~ INR 3.5 Cr in first year
- Captaining & driving cross-functional teams developed to achieve strategic corporate objectives. The same include projects across product innovation, IT infrastructure setup, post painting complaint reduction, and distribution optimization.
- End to end project ownership by liaising with Product Development, Packaging, Legal, Procurement, Sales, Research, and Media teams along with external agencies.
Role 2 Brand Manager FMCG Company
- Spearheading new product launches almost every week across 11 Categories in Foods over the span of last 2 years.
- Responsible for brand business & share growth, consumer & customer engagements and P&L management Leading innovation, regimen & sustainability for the entire category.
- Part of multiple Margin Improvement projects focused at product enhancements which optimise costs & lead to better margins
- Launched & successfully completed, from innovation to impact, Massive 360-degree Digital Campaigns in the Pandemic time to reach consumers & engage them in consumption driven activities.
- Planned and executed annual marketing plans to grow brand equity and penetration in focus consumer cohorts – Partnered with 30+ MFT for Design (product, comms., packaging) and Delivery (media, pricing, and promotion)
- Improved brand salience and drove festive sales growth by 15% through regional print media campaign
- Drove deliberate consumer promotion calendars with focus to up-tier and up-size consumers in key clusters
- Onboarded a new digital agency for to setup brand presence of XXX in digital media from scratch
Role 3 Area Sales Manager FMCG
- Leading monthly target planning and volume/value delivery for 40+ brands (200+ SKUs) across Hyderabad Metro Spearheading Sales & Distribution of the product portfolio in the relevant channels with a sharp focus on KPIs
- Enhanced penetration in under-indexed locations across North East Region, resulting in a business growth of 3%
- Demonstrated deep understanding of customers, shoppers by engaging with channel partners, influencers while coaching & training team of sales officers for best-in-class delivery of responsibilitie
- Successfully undertook various market scanning, distribution expansion, sales drive, sales operation drives to significantly improve overall performance of the Cluster.
- Independently led the E-Com Activations – identifying avenues to Generate Trials, build brand awareness
- Developed a comprehensive understanding of company’s S&D structure in roles from salesman to Astt. Mgr.
- Identified Regionalization of POS material to Onboard New OOH Outlets servicing all RTD & RTE F&B
- Performed ASM Shadow, Delhi City handling South & West Delhi managing business worth 120 Mio INR & team of 4 SOs & 2 CDs
- Defined media vision and roadmap for the brand form by leveraging marketing and communication strategy – Managed planning and execution for all media types – TV, Print, OOH, Digital, Cinema, and Paid Search
