Product Marketing Manager
Pidilite Industries Ltd
Total years of experience :7 years, 1 Months
• Created annual brand plans for innovation product portfolio (wood coatings and sealants) in the Fevicol division by identifying key initiatives, budget planning, supply planning, managing P&L and monitoring ROI
• Achieved 4x improvement in sales by value and captured 7% of sealants’ market share in first year of launch
• Improved innovation and renovation pipeline of new product portfolio with cross-functional collaboration on 8
developing products via a gate process and launched 3 products in the tenure
• Increased product adoption and process improvement with a 21% M-O-M growth during campaign period
• Collaborated with agencies to develop marketing communications for BTL - user training and product AVs
• Executed market research through consumer immersions for 4 brands and successfully validated 6 hypotheses
• Organized BTL marketing and 6 major outdoor campaigns through communication initiatives to increase brand
visibility, user meets, retailer meets, resulting in an average 28% increase in value
• Led the company’s regional branches in Hubli and Bangalore for Fevicol comprising a team of 23 members
• Generated an annual turnover of USD 2 million with a CAGR of 18% and a strong mix of rural and urban
contributions covering 32 distributors and more than 4000 retailers across 24 towns
• Driven loyalty programs in over 2000 preferred channel partners across modern trade, weighted outlets, to ensure regular engagements with the brand and continuous demand generation
• Client Coordination, revenue analysis and project agreements of $1M per month
• Enhanced operational efficiency, collaborating with a team of 8 technology leaders to identify and address gaps.