Vishwanath Aiyer

Marketing Services Manager at A Multi National Company

• India
• June 1982 to May 2012

Professional Profile

• A Business Management & cost accountant by training who has a long and distinctive experience as a marketing specialist. Thus provider of a rare combination - as a finance expert who is also an enterprising marketer with expertise in direct marketing initiatives, direct mail shots, creating databases, focused interaction with service providers for design, prints. Setting up highly effective exhibitions, trade shows.
• Stable professional who is a team player and someone who can and does deliver to exacting benchmarks in all matters of Branding & Marketing.
• Developer of business through excellence in market promotional activities.
• A brand ambassador for the company, through building a reputation as a safe pair of hands, who has integrity and professional focus.

Over 3 decades experience related to marketing services (complete branding, advertisements, participating in trade shows, packaging including planning and strategizing), Adept at development & maintenance of corporate identity and brand values and its implementation across groups and geographic locations. Optimise use of budget and ensure effective promotion of brand value of the company. Strategize and develop marketing and communication plans for a period and track its performance. Focus on details in ensuring all marketing materials are in line with marketing, branding & communications policy. Ability to function effectively in a complex environment. Ability to work under pressure. Possess a flexible & detail oriented attitude.

Areas of Expertise
Branding
 Determining marketing objectives, planning, designing & implementing brand communications in consultation with top management. Develop a suitable annual calendar.
 Designing plans for maximising brand recall.
 Getting customer feedback and modify plans suitably.

Budgeting & MIS
 Formulating budgets & conducting analysis to determine difference between projected & actual results & implementing corrective actions.
 Preparation of MIS reports & other statements to provide feedback to top management on performance.

Agency Management
 Work with agencies, on new creative developments in advertisements and point of sales projects.
 Get maximum value from each rupee spent.
 Coordinate brand promotion at B2B and B2C businesses.

Balanced Score Card way of managing business/5S way of working
 Contributing to doing a value chain analysis.
 Identifying those functions which add the greatest value to the organisation.
 Developing the strategy map.
 Monthly review and course corrections.
 Work with the 5S concept for clarity in work and thoughts.

Safety health and environment
 One monthly audit on safety
 Proactive suggestions for safety in the work environment.


As a member of a core group oversaw the entire strategic and operations of the enterprise. Working in a Strategy focused organization I have experience in translating business strategies into marketing & strategy plans, budgeting, doing a value chain analysis and developing/strengthening those functions which add greatest value to the organization including monthly reviewing, suggesting course corrections, developing alternate plans etc.