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Work Background
GoCongoBrand Manager
Feb. 2024Lubumbashi, Haut-Katanga, Democratic Republic of the Congo
Ajanta Pharma LtdSenior Brand Manager, International Business - CIS Region
Jun. 2022 - Jan. 2024Mumbai, Maharashtra, IndiaI currently lead non-prescription brands, positioning them as the highest-contributing division in the CIS. I oversee operations across 5 Central Asian countries, working closely with Country Managers, Area Managers, and Sales representatives. I am currently implementing mobile and digital marketing concepts, launching successful campaigns to drive sales growth. I am responsible for creating the annual marketing budget and brand P&L, which is currently resulting in a 70% growth in FY 2022-23 with improved profitability margins. I collaborate cross-functionally with Medical, Purchase, Supply Chain, Finance, and Compliance departments. I am developing targeted international brand communications for improved messaging and consistently analyze market and pharmacy data to identify success factors. I also currently implement motivational initiatives for the field force as part of the People First Campaign and create a regional strategy based on territory productivity for optimal utilization. Additionally, I currently track sales progress in international markets. Notable current achievements include achieving 3x growth in Aplife product sales, introducing technology-driven tracking mechanisms for trade efficiency, and creating effective activation strategies with high ROI and strong pharmacist equity. Moreover, I have achieved strong brand recall and equity among distributors and pharmacists with lower TVC spend compared to competitors.
Marico LimitedAssistant Brand Manager Marketing
Apr. 2019 - May. 2022Mumbai, Maharashtra, IndiaI spearheaded growth and management of the Nihar portfolio, with a particular emphasis on Nihar Naturals Hair Oil. I took charge of achieving robust double-digit month-on-month growth for the Nihar Gold brand and played a pivotal role in the development of the Nihar Naturals Hair Oil Rose Variant as part of a New Product Development (NPD) project. My responsibilities also included data mining and analysis for various Nihar sub-brands, as well as collaborating with Marico to create a playbook of best practices for Instagram and Facebook. Some notable accomplishments include my conceptualization and successful execution of the Rural Saliency project in Bihar and West Bengal markets in 2019. This initiative yielded significant enhancements in awareness, consideration, and usage metrics. Additionally, I excelled in optimizing the conversion rate of H2H (Human to Human) activities and implementing effective strategies for superior outcomes.
Hindustan Unilever LtdBrand Executive
Nov. 2017 - Apr. 2019Mumbai Area, IndiaI managed and drove growth for the Green Tea business in India, with a specific focus on Lipton Green Tea. My role involved overseeing brand building activities, conducting data analysis, and engaging in creative work. I developed activation ideas, promotions, and roll-out plans, while also coordinating effectively with cross-functional teams, demonstrating strong leadership skills. I was responsible for managing the brand support budget and ensuring that expenditures aligned with the overall budget. I identified and addressed SKU concerns and internal brand cannibalization to drive volume growth and gathered consumer and market feedback to enhance market share. Some of my notable achievements included consistently exceeding KPIs in consecutive financial years and improving the CCF (consumer connect framework) from 80% to over 90%. I efficiently managed cross-functional teams across branches and the central supply chain for estimate corrections and depot-wise cover maintenance. I also led a significant project that resulted in a 20% increase in gross margin for green tea by optimizing honey lemon tea bag grammage.
Parle Agro Pvt LtdBrand Executive
Jan. 2017 - Nov. 2017Mumbai, Maharashtra, IndiaI designed and implemented promotional schemes to enhance brand visibility, generating management-level reports on brand performance and forecasts. I closely tracked the outcomes of new product launches and suggested actions to address budget variances. Notable accomplishments include my instrumental role in creating a sustainable growth strategy by establishing a distribution channel in the rural market. I also played a pivotal role in developing the concept of "Non-returnable Glass Bottles," leading to savings in logistics costs and boosting customer trials in Tier-2 and Tier-3 cities.
Parle Agro Pvt LtdState Marketing Executive
Mar. 2015 - Jan. 2017Mumbai, Maharashtra, IndiaI applied Below-The-Line (BTL) strategies in accordance with brand and customer expectations, championing a "Best in Class" approach at the Point of Sale (POS). Collaborating with Trade Marketing, Brand Managers, and the Sales Team, I played a pivotal role in developing high-quality Point of Sale Materials (POSM) and devising forecasts for branded gifts and special packs suited for various occasions. I took charge of executing support plans for new product launches, encompassing sales presenters and road shows, and conducted trade visits to ensure the successful implementation of these initiatives while assessing their impact. My responsibilities also included crafting annual promotional plans based on brand guidelines, sales insights, and shopper data. These plans were presented for approval to the Sales Business Head and Trade Marketing Head. I efficiently managed the trade marketing budget, always focused on optimizing quality and cost-effectiveness. I evaluated promotions through the estimation of return on investment (ROI), state development analysis, and feedback from the market. Collaborating closely with the Finance team, I validated promotions and strategized for the future. In addition, I engaged in market visits alongside Country Development Managers and Marketing Managers. These visits involved consulting with both internal and external stakeholders to gather valuable insights aligned with our objectives. Noteworthy accomplishments included my successful design and execution of effective festive promotional plans for multiple brands. My expertise in BTL activities also earned me recognition as a subject matter expert (SME), leading the team in our respective state. Moreover, I created reports and presentations that set the bar as benchmarks for other State Marketing Managers.
RaymondsRetail Management Trainee
Sep. 2014 - Mar. 2015Mumbai, Maharashtra, IndiaI was responsible for managing store operations, covering aspects such as opening and closing procedures, achieving sales targets, and conducting category analysis. My role included inventory management, global inventory counts, and generating reports like DSR, NSV, and Like to Like analysis. I oversaw store activities like visual merchandising, replenishment, and floor set-up, ensuring smooth inward and outward processes. My notable achievements include achieving the highest KPI in the flagship store since my tenure began. I also stood out as the only RMT from the 2014 batch to accomplish two outstanding bills, one in the men's category and another in the women's category.
Chateaudori Wine Private Limited.Manager Modern Retail
Jul. 2008 - Dec. 2009Mumbai, Maharashtra, IndiaI served as the Manager for Modern Retail, overseeing sales records and wine inventory at Mumbai malls. In addition to my responsibilities, I conducted training for promotional activities and coordinated wine tasting events. Notably, I achieved a company record by selling 60 bottles of wine in a single day, a testament to my sales prowess. Furthermore, I earned a promotion to a managerial role within just 6 months of joining the organization.
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