Anit Ramawat

Head Of Sales and Trade Marketing @Reckitt Benckiser

Marketing DirectorHead of Growth💸 MarketingExecutive CoachChanel Manager👍 Sales & BizDev🧨 ConsultingLife CoachingBrand Marketing ManagerCBDOAssociate

Marketer and Business Leader with over 17 years of experience driving growth, innovation and team empowerment in leading brands and businesses. Expertise in Consumer & Customer Marketing, Customer Development, and Category Management across Beauty & Personal Care, Health and Hygiene sectors since 2006. Currently serving as Head of Trade Marketing & Head of Sales (Hygiene) in Reckitt, Philippines. Director & Co Founder of Storyways EdTech, an organization dedicated to transforming learning and education. Our unique approach blends Ancient Indian Wisdom with Modern Sciences to unlock the full learning potential. Previously, as Customer Marketing Director at Hindustan Unilever Ltd (HUL), I spearheaded the growth of the Beauty & Personal Care division, contributing to an annual turnover of $2.4 billion. My tenure at HUL also included roles such as Marketing Manager for the Pureit portfolio in Home Care, Senior Brand Manager for Vim in the Household Care category and Trade Category Manager for Skin Cleansing, as well as National Channel Manager for Grocers & Chemists. Throughout my career, I have demonstrated a strong focus on customer centricity, brand building and cross-functional leadership. I am passionate about driving business growth, delivering innovative solutions and creating purposeful campaigns. In addition to my professional accomplishments, I hold certifications in Digital Transformation (Platform Strategies) from MIT (Massachusetts Institute of Technology) Sloan Executive Education. I have successfully completed the NLP Practitioner’s Certification with The Worldwide Institute of Neuro-Linguistic Programming (NLP). I have been recognized with awards such as the Chairman's Award on Market Development, CD Future Fit Award for Building Key Capability and Executive Directors Awards for innovative campaigns. It has been a phenomenal journey!! And it continues to progress with a relentless focus on excellence, learning and growth!!

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Work Background

ReckittHead of Sales (Hygiene) and Head of Trade Marketing (Health & Hygiene)

Jul. 2022Metro Manila, National Capital Region, Philippines · On-site• Spearheaded a successful Go-To-Market (GTM) transformation for the Hygiene Business in the Philippines, leading a cross-functional team to surpass key performance indicators, including maximum net revenue in 2023, over 1 million GBP in savings from Trade Terms Agreement negotiations, and achieving the highest physical reach index (153% over 2022). • Drove market-leading performance for flagship brands in 2023, with Strepsils dominating the pharyngeal category, Gaviscon as the top-prescribed antacid brand, Durex leading the condom market, and Lysol as the foremost brand in the cleaning category. • Outmaneuvered competition with a robust defense plan for Strepsils against Vicks Lozenges' launch in the Philippines, resulting in over 23% growth in Strepsils' offtake and restricting Vicks' market share to under 2% in its debut year. • Executed an effective in-store brand-building strategy for Durex and Strepsils across key channels, deploying over 7000+ brand assets and ensuring consistent activations during major events. • Successfully introduced three new product launches, further expanding the brand portfolio and market presence. • Fostered a high-performance culture within the Hygiene Sales Team and Trade Marketing Leaders in the Health & Hygiene division through strategic organizational transition and capability development. • Recognized with the CEO Global Compass Award (Silver) in 2023 for the Strepsils Defense Plan and twice honored with the Reckitt Best (RBest Philippines 2023) Award for business excellence and sustainable growth in the Hygiene GTM transformation.

Storyways EdTechDirector & Co-Founder

Nov. 2020 - Jun. 2022Mumbai, Maharashtra, India• Founded Storyways EdTech, a trailblazer in digital education, encompassing prestigious initiatives such as Sanatana Life Academy, Arise Gurukulam, and Garbha Gurukulam. • Pioneered a revolutionary educational model at Sanatana Life Academy, merging Ancient Indian Wisdom with modern science to elevate learning experiences for a broad demographic, from prenatal stages to adults. • Established Arise Gurukulam as the first-ever online platform dedicated to Vedic education, revitalizing the traditional Gurukulam pedagogy. • Delivered over 78,000 hours of online education within the initial 18 months, marking a significant operational achievement. • Cultivated a dynamic online community, amassing over 5,200 learners and offering 182 diverse courses. • Earned recognition from the Government of India as a Unique Startup for exceptional innovation in the educational sector. • Extended international influence, making a positive impact on students across 9 countries

UnileverCustomer Marketing Head for Personal Care

Nov. 2016 - Oct. 2020Mumbai Metropolitan Region• Spearheaded Customer Marketing for Beauty & Personal Care, achieving a monumental $2.4 billion turnover, accounting for 50% of HUL's revenue. • Drove the Business Growth agenda, leading the Top Contributing BPC Cluster Globally for two consecutive years. • Engineered a significant turnaround, delivering over 5% growth annually for two years. • Masterminded the Launch 2.0 Framework, ensuring impeccable launch execution and setting record benchmarks for distribution and brand building in-store. • Successfully relaunched four iconic brands—Fair & Lovely, Lifebuoy, Close-Up, Sunsilk—resulting in Core Business outpacing category growth by 1.2x. • Pioneered the Winning in Many Indias initiative, enhancing mental reach through Local Deployment Toolkit, yielding 1.3x growth in focused clusters. • Championed 'Selling with a Purpose', creating trade activation platforms like Shubh Aarambh, generating over $110,000 for social causes. • Recipient of the prestigious 2018 HUL Chairman's Award for Market Development and the 2019 CD Future Fit Award for the Local Deployment Toolkit.

UnileverMarketing Manager

Nov. 2014 - Oct. 2016Mumbai Metropolitan Region• Spearheaded Marketing, Brand Development, and Digital Strategy for the PUREIT PORTFOLIO, achieving a 15% business growth in 2016—a significant increase over the combined growth of 2011-2015. • Elevated Pureit to become HUL's top-performing brand in the E-commerce space, surpassing $10 million in sales. • Championed the launch of the Classic RO+MF, marking Home Care's most successful introduction in 2016 and securing the Water Digest Award for 'Upcoming RO of the Year.' • Acted as a Digital Pioneer in Home Care, boosting digital leads by 95%, expanding social media reach by over 25%, and surpassing 3 million consumer visits for the first time, with Pureit's efficiency outperforming HUL by 1.5x and E-commerce growth doubling. • Initiated "Project Stork," a strategic campaign targeting new and expecting parents to drive consumer acquisition. • Launched the #PureitCares initiative during the 2015 Chennai floods, rapidly deploying Above-The-Line (ATL) and on-ground campaigns across 750 Pureit Zones within 24 hours. • Forged lucrative partnerships with Micro-Finance Institutions (MFIs) and NGOs, generating a $2 million business segment.

UnileverSr Brand Manager, VIM (Household Care Category)

Nov. 2012 - Oct. 2014Mumbai Metropolitan Region• Spearheaded a +450bps surge in all-India rural penetration through the activation of Vim's Rural MDM Framework. • Catapulted Vim Liquid to a robust 33.5% growth rate, solidifying market dominance. • Expedited the launch of Vim Antibacterial Dish Wash Liquid, achieving market readiness in just 35 days to effectively challenge Dettol's market entry. • Honored with the Executive Director's Award for fostering the Most Consumer Responsive Brand, exemplifying a commitment to consumer engagement and active social listening. • Boosted rural penetration by +450bps with Vim MDM • Grew Vim Liquid sales by 33.5%, dominating the market • Launched Vim Antibacterial in 35 days, challenging Dettol • Won award for Vim's consumer-responsive brand strategy..

RBRegional Customer Marketing Manager

Apr. 2009 - Oct. 2010Bengaluru, Karnataka, India• Spearheaded Regional Branded Activations, achieving notable market penetration with campaigns such as Harpic Max Star, Vanish Pink Star, and Mortein Terminator Program. • Pivotal role in New Product Launches, successfully exceeding test KPIs with Airwick Freshmatic (158%), Harpic Hygienic ITB (231%), and Veet Cold Wax Strips (140%). • Drove Portfolio Growth, leading the South region to become the Growth Leader in key brands including Dettol Soaps, Harpic, Lizol, Strepsils, and Dettol in 2009.

RBArea Sales Manager

Feb. 2007 - Mar. 2009Greater Delhi Area• Spearheaded dynamic sales teams to exceed Annual Growth Plans year after year. • Achieved prestigious Top 3 Business Plan Achievers recognition across RB-India, Dec 2008. • Honored with the Highest Team Success Factor accolade in RB-North Region, Jan 2008. • Fostered robust customer relationships, driving market-centric business expansion.