Global Head Marketing Branding and Strategies
Anmol Biscuits Private Limited
Total years of experience :24 years, 2 Months
Performing marketing and brand management activities worth INR 50 Crores such as developing and implementing 360 degree marketing programs including Advertising Communications & Media Strategy, Media buying, PR, Brand and Retail Activation, Loyalty Program Implementing & Leveraging
Steering digital marketing with focus on rapidly and managing marketing programs across various media including paid search, display, content, retargeting, organic search and social media
Develop the marketing & brand management strategy to support top line & bottom line growth & foray into new segments and innovative products
Partnering in conceptualizing the marketing communications strategy for brands including consumer insights & new product development, building the brand identity including the guidelines for the various elements, planning and executing the ATL as Head Marcom
Collaborating with the Chairman and Director for planning and monitoring the BTL activities, employee connect programs, working closely with the PR team to build positive stories on the new business
Managing Dotted Line Reportees include VP Sales and Regional Business Unit Heads and Sales Team
Conceptualising and developing innovative merchandise to grab customer and trade attention
Updating the POSM on new product / functionality developments
Coordinating with corporate brand and media teams to roll out campaigns as per business objectives and budgets
Significant Accomplishments:
Recognized as a brand change agent, persistent innovator and team motivator who has championed some of the most successful branding strategies and product launch campaigns
Showcased entire range of Biscuits, Cakes and Cookies at Gulf Food Feb’16
Co-sponsored The Economic Times Bengal Corporate Awards Jan’16
Distinctively created the presence across social media on Facebook, Google Plus, Youtube Jan, 2016
Acknowledged as the Associate Sponsor of No.1 Dramebaaz Season 2 on E24, Dec’15
Developed ANMOL Motivational Anthem for Employees
Took part in events on Modern Trade partnered with Big Bazar, More Supermarkets and Spencers Hypermart
Collaborated with DoIT Sports Management to purchase the Dabang Delhi Team of the Pro Kabaddi League
Crunch Partner for Kshitiz 2014, 2015, 2016-IIT Kharagpur, Gold Sponsorship for XMC 2014, 2015 and 2016 - St Xavier’s College Kolkata
Pivotal in writing script for Dream Lite TVC, Headed the Marie, Cookies, Vita Bix and so on
Organised the Photo Campaign & developed qualifier for entire KOOKIZ range
Prepared art work for 20gm & 40gm Bhujia Range (Bikaneri Bhujia, Aloo Bhujia, Chatpatta, Khatha Mitha, Peanut Crunches, Moong Dal)
Sponsored the Lions Club of Kolkata sports meet for Special Children on 2nd Feb’14 and 2015
Notable Accomplishments
Created new markets in the Middle East - Burkina Faso, Vietnam, Oman, Kuwait and Bahrain from Apr’16
Launched new variants of Orange and Strawberry Tiffin Cakes in a whole new fresh pack Jan’16 along with Yummy Elaichi and Yummy Kesar Pista in Eastern India in Apr’15 and Vita Bix and Rusk in Sept’15
Reduced the milk power purchase from 10 tonnes to 5 tonnes by reworking the inventory management system for finished products from 8 Crores to 5 Crores and signed manufacturing agreement with Jubilant Food Works Ltd. and IRCTC for Eastern India
Led business growth of Bangalore, Chandigarh, Chennai, Delhi, Goa, Gujarat, Mumbai, Hyderabad, North Bengal, Orissa, Rudrapu, Sahibabad through market expansion
Planned the go-to-market strategy for Bisleri in India; captured growth opportunities by EDS/ Retail Census; evaluated territories for distribution between direct & indirect; involved in route planning, developing business, increasing client base and enhancing sales by managing Cold availability (Cooler and Vending operations)
Trained the SMs, ASMs, SEs, MDs, Bottlers, Co-packers and Distributors
Imparted off-the-job training on organization’s strategies, tools to achieve better execution standards, route and sales call planning & trade relationship
Imparted on the job training - real impact on product and merchandise placement, display, positioning and hygiene
Managed sales of around INR 350 crores along with a team of RSMs MMs Sales Managers Asst. Managers and Sales Executive's / officers
Negotiated rate & finalized with clients, established MBQ levels, planned sales & dispatched on the basis of sales forecast received from customer
Administered incremental revenues through cross sell and up sell activities and customer adoption & retention as per agreed Annual Operating Plan
Looked after entire operations related to sales & marketing, execution and supply chain activities
Involved in revenue generation to deal with 1800 top accounts of company
Designed the Annual Corporate Marketing Calendar
Managed documentation activities with different attorneys at regional and national level of Government Machinery
Organised training of the sales team on Plannogramming, Merchandising, Rate Negotiation, Range Selling, FIFO, FEFO and Stock Replenishment
Looked after brand communication through Internal Marketing External Marketing, Promotion Agencies and Events
Headed business intelligence, brand management, product positioning, ad campaigns, promos & trade scheme finalization, space & media buying, plannogramming, merchandising, logistics and launch activities
Significant Accomplishments:
Changed the Complete Brand Identity from the Clichéd Blue Colour Bottle to the Alaska Green Colour (Present Colour Of The Bottle) with the Tag Line - Sweet Taste of Purity
Introduced on road company vehicles for timely delivery of products
Introduced Exclusive Bisleri Shoppe at strategic locations as well as Vending Machines in Airports Railways stations and Metro Rail
Launched the campaign “Kiss to Drink” by which the fan page on face book crossed more than 300, 000 views
Propagated purity of water and the bottle size by launching the Campaign “Play Safe”, “Mountain Water” and “Bada Bisleri“
Planned the roll out of URZA - Energy drink
Hydration partner of the movies Inkaar and PK
Successfully achieved targets for the month of September in Gujarat and Quarter 3 (Oct-Nov-Dec) for Mumbai Delhi and Bangalore
Signed up various agreements with Four Seasons, Mumbai, Oberoi Agra and Big Bazaar, Noida
Delivered training to the parents of the international schools across Gurgaon through School Contact Programs
Introduced Retail Management Software (SAP) for business transactions
Significant Accomplishments:
Holds the merit of being the 1st person for handling sales promotion for Vanilla Coke Mobile Bottles through the increase in sales by 30%
Received the Best Area Sales Manager Award in the Western Region for consecutive 2 years, 2004 & 2005 for highest volume growth
Successfully increased outlet base from 750 to 2700 in Mira Road
Reduced distributor outstanding to zero balance
Led the 2nd Best ASM Team of Region West in 2004 based on NR, GP & RED Scores
Bagged 98 cheques for Mumbai Festival (A Corporate Event organized by Coca-Cola) in 2003
Organized separate vehicle for Tetra & Water and New Outlet Activation
Updated Chilling and Marketing Programs including Khanna Khazana, Thanda point & Rack Programs
Mar '00-Feb '02: MTV, Mumbai as Editor
Responsibilities:
Commission submissions from contributors
Prepare written and visual content to daily deadlines
Write stories for MTV Bakra
Manage website content
Mar '00-Feb '02: MTV, Mumbai as Editor
Responsibilities:
Commission submissions from contributors
Prepare written and visual content to daily deadlines
Write stories for MTV Bakra
Manage website content
2002 PG Diploma In Business Management ( Marketing) Chetana's Institute Of Management & Research, Mumbai
2000 B.A ( Hon) Sociology MK University