Marketing Manager- Customer Marketing
SC Johnson
Total years of experience :22 years, 0 Months
Marketing
Heading Customer Marketing function for Greater India Cluster business that includes SAARC countries for a $150 Mn Business (INR 1000 Cr)
•Design and execution of marketing to shelf programs and consumer activations; handling a budget $4 Mn
•Responsible to drive market shares in priority segments, markets and channels by developing organizational intelligence through cutting age shopper behavioural insights and analytics by partnering with external and global agencies like Nielsen, IMRB and Dunnhumby and using the same to drive key KPIs
•Lead JBPs with key retailers and plan growth strategies for key retailers and categories, by deploying sharp category management strategies using global and local resources in terms of consumer knowledge
Additionally handling category management for aircare, cleaners and shoecare (a $30 Mn portfolio)
Key Achievements:
•Played a key role in market share turn around of the brand Allout by Revolutionizing traditional trade shopper marketing by developing scalable visibility and brand velocity driving model- achieved 860 bps share gains in key markets with the launch of a low out of pocket product called All out Flashguard launch in below 1 lakh pop
•Developed a Perfect Store program for large grocers (top 4000) that lead to incremental growth of 25% in top contributing general trade stores.
•Led share gain in modern trade skewed categories Pest Control Aerosols (190 bps), Aircare(20 bps) and Shoe care ( 300 bps ) through focused shopper driven interventions
•Led Mr Muscle to featured as one of the most trusted home care brands as per ET Brand Equity survey in 2014
•Key Campaigns included- launch of Mr Muscle Floor Cleaner in doy pack avatar, Glade+Doraemon promo campaign and Glade Seasonals program
•Launched www.glade.com and activated Glade on Facebook as a part of integrated digital campaign
Hobby Ideas)- Retail
Handled P&L of Retail SBU P&L with a team of 6 direct and 40 indirect reports
Key achievement-
•Created an assortment and merchandising structure using in-house shopper intelligence
•Developed first franchisee led model for the retail chain with three new stores in Class A towns.
•Setting up of a fully functional web-store (www.hobbyideas.in) which has the privilege of being India’s first arts, crafts and hobby web store
Worked on creation of most innovative air care brand“ AER”, that changed the way Godrej was perceived as a brand. (www.godrejaer.com)
Key achievements include:
•Anchored development of world class product portfolio, packaging and pricing.
•Designing a clear brand compass - positioning and architecture
•Development of the business plan and go to market strategy including the development of the marketing mix.
•The Brand has crossed 20 mn$ in three years of launch 100% higher than the projection challenging stalwarts like P&G, and Reckitt
Handled marketing of Ambipur (now P&G) Also, worked on the key campaign on Brylcreem to consolidate the market shares.Handled an A&P spends ranging to 3 Mn$.
Key Achievements on Ambipur include :
Doubled the brand business from 3 mn$ (in 2007) to 10 Mn$ (2010), and a positive net contribution for the first time.
Improved the brand on the key health parameter - consideration improved by 50% ( from 40% to 60%)
Successful launch of two insight based platforms: Odour Eliminator and Aromatherapy, later contributed to 30% of the overall sales and 50% to the growth.
Achieved outstanding performance awards for two years continuously
Aromatherapy was rated as Product of The Year in 2010.
India Business became no.2 in the asia pacific from its earlier rank of no.5 receiving recognition from the global team.
Key achievements on Brylcreem include:
Consolidation of the market share of Gels (25%) and Creams (50%) amidst heavy onslaught from host of brands i.e Parachute, Setwet, Garnier
Worked on the acclaimed 360 degree campaign with MS Dhoni and creating insight pipeline for indian markets resulting in a powerful NPD funnel later launched as Brylcreem Hybridz.
Started as management trainee in year 2002, worked as Sales manager till 2007 for 5 years.
Key achievements include:
Setting Kolkata on a high growth path, overachieving KPIs
Lead the region on key project implementation-Kolkata became first state to have 100% distributors on IT based distributor management
Achieved results despite challenges of unionism across trade and field force
Achieved award from Saralee Asia Pac for Outstanding Trade Marketing
Grew from Management Trainee to Area Sales Executive and Sales Manager in 5 years
Education