Brand Portfolio Manager
Polar Ice Cream
Total years of experience :10 years, 0 Months
• Responsible for developing Polar Ice Cream portfolio brand strategies, promoting brand growth & profitability and improving market share
• Reached new heights of Market Leadership with 33% market share in 2023 along with brand health ambitions for Polar Ice Cream
• Developed brand strategy roadmap, long& short-term portfolio strategies with growth plan and annual marketing plan to achieve sustainable growth for the brand
• Drive innovation& NPDs through analyzing consumer needs, preferences, pain points, market data, competition and research insights to fulfill business objective
• Initiated Communication Refreshment Plan for Polar Ice Cream portfolio and implemented nationwide holistically in 2023 to build strong brand recognition
• Launched Polar Chocobar Mini's new thematic campaign “Follower Baruk Ba Na Baruk Mon Valo Thank” in Jun’23 to strengthen brand positioning & TOMA
• Led and executed experiential marketing campaign Polar #1MinuteDessert 2022-24 to encourage trial and engage TG for the alternative use of Ice Cream
• Launched Butterscotch, Coffee, Choco Crumb, Caramel Liter Tub& Chocobar Mini Stick Ice Cream and contributed 3.3% Revenue in 2023 with the right GTM strategy
• Managing youth engagement program, trail activation and sampling as well as strategic location footprint development for the brand along with team member
• Providing fact-based input in the demand planning cycle in monthly S&OP and ensuring forecasted SKU-wise offtake through marketing activity plan
• Coordinating with research, creative, digital & activation agencies to develop the right visuals, messages and experiences for the brand to resonate with the target audience
• Responsible for end-to-end management of Tea& Sugar categories brand including marketing strategy, communication, innovation, channel development and P&L
• Analyzed internal sales, competition and Nielsen retail audit data and derived data-driven actions for the annual business plan (ABP) to achieve the brand growth target
• Successfully re-positioning Fresh Tea’ strategic route and launched ‘Ek Cupe Kapiye Din’ campaign in Dec’20, recovered market share of 2019 with 24%YoY Gr at in-home category
• Devised “POSITIVITEA” digital campaign in Jan’20 to create youth connectivity and modern persona for the brand with 5M+ reach with 5Lac+ engagement
• Launched Fresh Refined Sugar ‘Somporker Misti Bondhon’ new thematic campaign in Jun’18 and reached new heights of 45.1% market share with 30% YoY Gr
• Introduced Fresh Premium Green Tea & Premium Masala Tea and grew the business of value-added category for Fresh Tea, secured 10% market share in the category in 2020 on top of Lipton& Tetly
• Boosted eCommerce & Modern Trade Tea sales and delivered 3X Gr through Tahsan’s Signature Mug CP, Masala Tea Activation, Fresh Agora Carnival, Shwapno Sales Festival, Int’l Tea Day Trial Offer and so on
• Lead marketing of PRAN Juice portfolio for the African Regional market and responsible for all kinds of marketing communication and campaigns to achieve business objective
• Directly worked with country managers, importers, international agencies, media channels and other stakeholders to ensure the country execution of new product launches including sales force briefing, sampling program, activation, trade visibility and media brand exposure to drive result
• Visited Somaliland, Djibouti, Kenya, Uganda, Ghana, Togo & Benin markets to analyze consumer behavior, sales trends, competitors` activities and overall market gap and took initiative to drive business
• Launched new 360° Campaign of PRAN Juice, PRAN Frooto and PRAN Junior Juice in English, French & Somali for African Regional markets
• Ideated and executed ‘PRAN Junior Festival’ school activation campaign in 11 markets to create an emotional connection with TG along with trial generation and engagement
• Created PRAN Juice& Frooto FB page for African Regional market and managed digital marketing and social media promotion in collaboration with regional agencies
• Played a key role in driving 14% CAGR in Business in 3Yrs through ‘Developing Localized Brand Communication`, ‘Creating Prime Brand’s Digital Footprint’, ‘Introducing Flanker Brand Concept in Markets’, ‘Launching the Most Popular African Fruit Banana Flavor Juice’, ‘Back to School& Tiffin Solution CP’, ‘Arranging Int’l Fair’ etc.
• Responsible for attainting territory sales target, ensuring proper distribution, implementing retail channel activities, managing customer concerns and overall sales operation
Thesis: A descriptive research to know the divergence of customer needs and the factors influencing smartphone purchasing among students.
Key Modules: Introduction to Marketing, Marketing Management, Consumer Behavior, Service Marketing, Strategic Marketing, SBM, IMC, Global Marketing, Marketing Channel Management