RESHMA BHATIA

Key Achievements:
•Tripled PediaSure brand sales growth in 4 years maintaining 90% market share in the region
•Led successfully the consumerization of PediaSure brand face. Successful transformation from HCP-centric to consumer-centric customer approach.
•Received President’s award for No. 1 campaign, which was adapted globally as a best practice
•Received Best practice award twice for innovation- for brand marketing campaigns in key accounts
•Established strong brand health- by 2 new brand launches- increasing market share by 5 points, maintaining No.1 position and encompassing competitor share growth in PediaSure
•Successfully implemented the 1st category management program for trade- by SKU rationalization, planograms and by improving visibility and displays
•Initiated for the first time chef collaboration on TV with PediaSure to address picky eating problems.
•17% CAGR for Similac 3 in the past 5 years gaining 3 share points
•Doubled medical nutrition business driven by introducing it through community awareness programs.
•Won the GCC Product of the Year award for PediaSure, Similac 3 and Similac 4
•Implemented and managed CRM (telemarketing) wing for increased consumer engagement.
•Successfully opened new touch points- Schools, nurseries, parks, play areas to increase brand awareness amongst mothers
Job Description:
•Formulation and execution of brand strategy and marketing plans - consumer, ethical, digital and trade. (Customized to country specific needs.)
•Responsible for regional marketing budget for pediatric nutrition brands. Responsible for brand P&L and overall brand health
•Managing brand wise annual communication plan
•Above the line, below the line and digital promotion strategy and execution.
•Media Buying and coordination with PR agency
•Concept, development and execution of brand ads/ TV shows and BTL layouts in coordination with creative agency
•Develop trade/channel strategy- category management, key account initiatives, country wise customized key account marketing calendar, POS programs and branding collaterals- to ensure leadership at POS
•Create and maintain digital infrastructure- Websites, CRM, social media, e-detailing
•Responsible for portfolio management, launch planning, implementation and evaluation
•Managing the promotional and launch activation budgets and initiatives for the entire region.
•Develop Long Range Plans- sales volume, margins, pricing and marketing budgets. Forecast product requirements, identify potential supply issues, track expiry exposure and develop contingency plans
•Responsible for HCP and Hospital engagement programs
•Execution of strategy through regular customer interaction; build relationships with potential and leading KOLs and Retailer heads in each country
•Assess competitive activity in light of potential level of risk and financial impact on brands and decide on right level of response and investment.
•Support and drive sales - work in close partnership with sales team and distributor teams to ensure marketing programs are driven consistently and in a high quality manner
•Leading the educator teams in the region for all Direct to Consumer activities
•Work closely with legal, compliance, regulatory for all initiatives
•Ensuring all business actions are rooted in consumer and shopper insights
•Work actively with research agencies for Consumer/HCP trackers and also specific research projects
•Use systems such as AC Nielsen, offtake, sell in data to analyze the current business and assess brand performance and set action plans to grow business.
•Handling corporate projects like CRM, in store consultancy, nurse education, school programs, organizing major events and outdoor activations

Key Achievements:
•Awarded the best trade and outdoor execution for Beauty is campaign
•Won the Best global launch activation- NIVEA Body
•Pioneered category management project for NIVEA Men in Geant Kuwait and Nivea SUN, Body and Deo in Carrefour UAE.
•Launched the “NEW” in-store consultant campaign which was adopted as global best practice
•Identified the growth drivers and reduced promo intensity in some key categories/countries

Job Description:

•Plan the execution of commercial strategies to achieve the sales fundamentals and volume target for the respective categories.
•Plan regional brand, shopper and customer marketing strategy
•Responsible for launch planning, implementation and evaluation
•Plan and implement category management programs, planograms, SKU rationalization across the region to drive retail presence and sales
•Responsible for the planning and implementation of BTL strategy and controlling category BTL budgets for the entire region.
•Manage promotions and promo intensity for each market as per brands portfolio strategy for the full region.
•Plan and implement trade schemes and special distributor incentive programs
•To plan brand activations customized as per market specific dynamics
•Conduct research projects- home visits, focus groups and quantitative research programs
•Use systems such as ACNielsen to analyze the current business and asses brand performance and set action plans to grow business.
•Handling specific corporate projects- In store consultancy, Cross category initiatives, shopper research etc and liaising with respective agencies
•Conduct promoter and merchandising trainings
•Monitor and maintain competitive information records. Prepare reports analyzing pricing, consumer insights, activity trends and prepare action steps to counter competition
•Responsible for brand P&L

Job Description:
•Monitor and maintain the profitability of the brands.
•Planning, Management and control of marketing budgets and trade spends
•Responsible for Key Account Management- annual contracts, promotion plans, visibility requirements
•Plan customer wise growth and investments.
•Idea generation, planning and implementation of marketing activities.
•Creation, implementation and evaluation of in-store BTL activities, POS, in-store promotion programs etc.
•Liaising with vendors (advertising agencies, designers, printers etc) for implementation of marketing activities.
•Planning and implementing product launch plans.
•Conduct market audits and research (consumer research, segmentation study, pricing analysis, competitor promotion analysis etc) and analyze the findings to drive the brand objective and long range business plans
•Conduct specific category analysis to develop category marketing plans.
•Conduct product and category management trainings
•Inventory management, Demand Planning and Shipment Forecasts

Job Description:

•Planning budgets for the brand with Principals in collaboration with sales manager
and translating the same into customer and employee targets.
•Planning the financial budgets and aligning the same with principals.
•Support sales, distribution and visibility through data collection and analysis.
•Extract and compile all product and customer business data reports and suggest
action plan. Interpret and co-relate market shares to progress business.
•Prepare and conduct customer review meetings with key retailers
•Responsible for demand planning and the ordering process.
•Responsible for medical rep reports and journey plan
•Prepare principals reports and review meetings
•Plan and monitor new product launches.

Job Description:

1) Product Planning
•Analyzing product competitiveness and feasibility (Pricing strategy, retail price monitoring, creation of PVC charts, Bubble charts, spec comparisons, competitor analysis, NCBS, related study etc.)
•Responsible for conducting competitive analysis and preparation of market information. (MEMRB and AC Nielsen data)
•Monitoring, clarifying and understanding customer requirements by coordinating product research activities. (concept clinics, customer interviews)
•Assessing and analyzing research results.
•Responsible for model wise volume forecast and value planning on a regular basis.
•In-depth study of product features and cross car line issues.
•Reporting regularly to central product planning function at HQ, Japan.
•Communication with dealers & parent company for product related issues and arranging Product meetings
•Preparing summarized data reports and presentations.

2) Marketing
•Coordination with advertising agencies for product launches, market research and launch campaigns.
•Administration support for the marketing department.
•Continuous analysis of competitor movement.
•Catalogue preparation.
•Monitoring the department budget and expense records
•Create, maintain and update specific database (Nissan cars).