Komal Dawani Mahajan

Management of all brand building strategies and executions for Bonanza and Satrangi brands.
* Repositioning Bonanza to target Gen Y consumers. Re-designed Bonanza equity pyramid and delivered holistic re-launch
communication along with revamped store outlooks. Led to Y1 sales growth indexing 20% behind growth of "casual" range.
* Penetrating female segment with launch of Satrangi brand. Designed Satrangi brand equity framework. Developed and
executed brand launch & leverage plans across media (TVC, OOH, Print and OOH) and non-media (Launch events, PR etc.).
Also led E2E seasonal catalogue development. Led to 20 % sales growth for Bonanza, and Satrangi becoming 40% of
Bonanza sales.
* Responsible for retail marketing across +70stores in Pakistan. Successfully launched +20 stores nationwide. Leading all
promotional, marketing and selling plans across stores via effective liaison with operations, and other support departments.
Also rolled out specialized consumer feedback control system across stores.
* Led E2E catalog developments for Bonanza and Satrangi. Launched 9 seasonal catalogues to date, with unique insights and
concepts. Included management of multiple agencies, shoot design and production.
* Management of Satrangi and Bonanza Digital platforms. Advertise campaigns through bloggers by planning and executing
various consumer engagement posts. Launched Bonanza Estore to penetrate online and international market with delivery
solutions across the world. 8% contribution to the business from the online store.
* Handling an annual marketing budget of Rs. 300 Million including management of media agencies (Group M, BOG),
production houses and +30 suppliers/vendors across Pakistan.

Led 1st ever retail partnership program. Successfully delivered +40 institutional partnerships (266% vs. fiscal target).
Designed holistic program mechanics including cross-marketing promotions and brand activations.
* Executed multiple BTL marketing campaigns, partnering with educational, corporate and commercial entities to drive
TOM/visibility and on-ground engagement.
* Delivered content design for on-air marketing campaigns promoting corporate image and partnerships. * Designed and
executed brand visibility campaign at major restaurants, cafes and hotels in KLI.
* Led development of corporate merchandise collection, working with both creative and production agencies.
* Executed extensive sales, retail and content analysis on the radio media industry in Pakistan.

launch for Asia.