بهارات كريشنان

Key Result Areas:
Strategic Business Leadership: Spearheading the business for Bakery Fats, Industrial Chocolate, Cake Mixes, and FMCG Edible Oils, managing end-to-end business operations including strategic planning, P&L ownership, and cross-functional collaboration.
Market and Sales Expansion: Driving revenue growth by overseeing all aspects of sales, distribution, marketing, and business development for both domestic and international markets.
Product Strategy and Innovation: Leading new product development initiatives in response to market demands and managing product strategies independently for high-impact segments such as chocolate within the Bakery division.
Cost Optimization and Profitability: Managing cost pressures across B2B channels, optimizing product costing and pricing, and ensuring high profitability through effective pricing and capacity utilization strategies.
Operational and Production Efficiency: Overseeing capacity utilization, logistics, forecasting, and production planning to align with demand and enhance operational efficiency.
B2B Relationship Management: Building strong partnerships with major accounts and key industry players, including Britannia and ITC, to support collaborative projects and drive growth.
Digital and International Marketing: Leading digital marketing initiatives and managing distribution channels for both local and export markets to maximize market penetration.
Highlights:
18% Growth in FMCG Business: Achieved significant growth in FMCG revenues by executing targeted sales and marketing strategies and expanding market reach.
Strategic Product Leadership in Chocolate: Independently drove the chocolate product strategy within the Bakery division, establishing a strong market presence and enhancing revenue from key accounts.
Enhanced B2B Partnerships: Successfully managed strategic B2B projects with industry leaders Britannia, ITC, and other key accounts, bolstering business-to-business sales.
Expanded Bakery Fats Distribution: Increased the distribution network for bakery fats by 7%, captured a larger market share & enhanced brand reach.
Cultural Transformation: Successfully instigated a shift towards a product- and customer-focused organizational culture, improving cross-functional alignment and responsiveness to market demands.
New Category Development: Led initiatives to drive product diversification, successfully introducing new categories to the market to fuel long-term business growth.
Financial Turnover: Managing a portfolio with a turnover exceeding AED 1364mn, ensuring alignment with business objectives & revenue targets.

Credentials in leading online and offline digital marketing campaigns and initiatives, including generating leads and driving conversions, supporting product launches, and e-commerce initiatives to achieve business goals and revenue targets
•Efficiency in preparing and delivering professionally structured and written customer proposals with limited supervision
•Leveraging other company resources to strengthen company's relationship and credibility with client & customers, influencers and decision makers

CORE COMPETENCIES
•Strategic Planning
•Sales & Marketing
•Brand Management
•Food Service
•Product Management
•Category & Portfolio Management
•Advertisement & Product Delivery
•New Product Development
•Business Operations
•Key Account Management
•Contracts& Business Negotiations
•Digital Marketing
•Revenue Growth
•International Distributor Management
•Resource Allocation and Recruitment
•Start Ups
•B2B and B2C Strategies
•P&L Management
•Financial and Legal Transactions
•Cost management and control
•Procurements
•Optimising Value Chain
•Business Transformation & Change Management

PROFILE ABRIDGEMENT

Marketing & Food Service |

 Implemented 360 marketing repositioned Al Baker brand, to win brand recognition for new business.
 Devised market entry strategy for MENA, Africa, Europe & Americas. Differentiated and positioned 3 noodle brands to achieve regional goals to drive sales growth and market share. Grew Sales in MENA region by 10-12 % each year.
 Achieved gross and net profits. Improved contribution by reducing packaging cost by 5%. Achieved sales of US 18.5 mn.
 Optimised Marketing and Trade Marketing Budget $ 4mn. Developed 2 TVC, 4 radio spots and print ads across and designed media plans across MENA Region
 Developed mega promos with retail stores giants like Carrefour, Geants, Lulu’s, Co-ops and many others.
• Ideated, sponsored, and developed Al Baker Noodles quiz (Word Master Quiz property a vocabulary quiz) contest in UAE, more than 300 schools participated. Fostered consumer contact through promotions in schools and malls.
 Identified product and brand weakness, trends and influences that drive needs through consumer research in Saudi Arabia and UAE. Led the change. Created a business plan to relaunch the brand with improved product.
• Ideated, sponsored, and developed Al Baker Noodles quiz (Word Master Quiz property a vocabulary quiz) contest in UAE, more than 300 schools participated. Fostered consumer contact through promotions in schools and malls.
• Identified, launched and promoted Canola Oil significance amongst the target group. Developed alternative channels of promoting Amber Canola Oil through hospitals & doctors.