Jan 2023 – Apr 2024 · 1 yr 3 mos · Gurugram, Haryana, India

• Co-owner of adidas Brand GTM for Running, Credibility Sports (Rugby, Tennis, Padel, Cricket & Swim) and Outdoor Sports (Hiking & Trail Running) across all marketing channels and brand/business outcomes for seasonal product launches, marquee global brand properties such as Paris Olympics ’24, ICC tournaments, sport credibility moments and local community activations.
• Execution of brand activation plans and calendar by 360-degree marketing across ATL and BTL (Retail, Digital, Social, Athletes/Influencers, PR, Events, OOH) to successfully drive GTM and consumer obsession. Co-owned $38mn marketing budget with hub & local market teams.
• Implemented always-on digital and social strategy targeting ~220mn addressable audience to create strong brand pull.
• Developed & executed local brand communication campaigns basis deep understanding of consumer, key insight & tailored messaging. Iconic campaigns activated: “You Got This”, "Running Needs Nothing But You", Raha Moharrak x Mt. Everest, Race Activations at Cape Town Marathon and Cappadocia Ultra Trail.
• Tracked, drove & reported key KPIs: Brand Health KPIs (brand momentum, awareness, purchase intent), Share of Search (SoS), Business KPIs (channel level sell-through and marketing budget). Brand awareness grew ~2% and SoS- Running category improved by 4pp in FY ‘23 (vs FY ‘22). Adidas amongst Top 3 Running brands in 5 out of 7 country clusters.
• Efficiently managed stakeholder relationships at both global, hub and local level.

Sep 2021 – Dec 2022 · 1 yr 3 mos · Gurugram, Haryana, India

• Launched the adidas Global E-Commerce Storefront (using Salesforce B2C Commerce Cloud) in 15 countries part of Emerging Markets (MENA & APAC). Co-led front end E-Commerce Operations and Customer Experience.
• Led the execution and implementation of content, site functionality and campaigns & promotions. Launched storefronts generated 105% of planned revenue. Drove 500k app downloads leveraging paid media and CRM.
• Undertook projects for enhancing the platform's customer experience: SEO, E-commerce visual merchandise, localized membership activations, brand & product campaigns. Led to reduction in bounce rate by ~3%.
• Gained knowledge on global best practices and accordingly actioned the same for Emerging Markets.

Feb 2020 – Sep 2021 · 1 yr 7 mos

• Led in-app digital merchandising (content, catalogue) & strategic marketing initiatives- Food & FMCG Categories.
• Worked on enhancement of user experience & touchpoints, digital campaign development (planning and execution) and revenue generation initiatives on the udaan app/website. Owned the marketing plan (discover-selection-conversion) for all focus brands and other strategic/key accounts. Improved A2C by 4.5pp and ATCR by 2.5pp.
• The role gave me an opportunity to lead high impact business growth projects and gave me an understanding of B2B & B2C industries for multiple product categories operating in the organised and unorganised ecosystem.

May 2019 – Jan 2020 · 8 mos

• Built and grew the Kids Lifestyle category as the regional head of merchandise/catalogue supply.
• Enabled business growth for a seller size of 350+ which I led via a team of 6 regional leads. As a team we added 200+ sellers to the platform and grew the category's business with efforts towards vertical expansion, cross sell, price, promotion, selection mix and driving share of wallet.
• Ideated and executed robust strategies for making the region one of the highest preferred supply markets for kids clothing. Built an extremely agile seller operations process making the region one of the best in the country across non-food category teams in terms of operational consistency & seller growth.
• Won “Best Zone Award” (July-Dec'19): Best performance across three parameters: seller operations, varied selections/merchandise taken live and number of transacting sellers as a % of total sellers of the region.

Apr 2018 – Apr 2019 · 1 yr

• Sales & Distribution of the Cigarettes portfolio (size: ~$85mn) of Jharkhand. Direct Reportees- 5, Indirect- 350 Salesmen.
• Launched and grew the distribution of a new brand ‘Wave’ by effective execution of GTM and trade marketing strategies. Proactively worked on minimising competition impact in the region from noteworthy brands, counterfeits and tax-free imports.
• Additional responsibility of S&D of the FMCG business (food and personal care products) in cigarette selling outlets. Launched & strategised GTM for new brands in the foods and personal care segments in the channel.

Apr 2017 – Jun 2017 · 2 mos · Bengaluru Area, India

• Full-time MBA Summer Internship
• Project: To build a GTM Strategy for a new product line, 'Bodywear'
• Undertook-
• Competition and Industry analysis
• Regular market visits across different store formats to understand competition best practices
• Market size estimation
• Marketing Plan- ATL & BTL, Outdoor and Retail

Mar 2017 – Feb 2018 · 11 mos

• Independently managed commercials of Saurav Ghosal (Asia's No. 1 Squash Player; World Ranked: 10th at that time) alongside my MBA on a one-year professional contract with the athlete.
• Managed and grew strategic tie-ups with corporate firms for brand endorsements, with social organisations for promoting a noble cause and with clubs and educational & sports institutes for conducting squash camps while always being open and on the hunt for newer/more innovative engagement possibilities.
• Organised ‘Raise Your Game with Saurav Ghosal’, a weekend Squash camp in Bengaluru that featured 26 players.
• Roped in PR partners for the event. ‘BangaloreMirror’ (The Times Group) conducted exclusive interviews of mine and Saurav's and had published it on their daily newspaper. EssentiallySports, a popular sporting blog had also conducted our interview and they'd covered the event.
• I identify this stint as the 'Game Changer' as it helped me realise where my true passion lies.
• One of the youngest Indians to independently manage someone consistently representing India on the global stage- across the films, entertainment/media & sports fraternity.
• Media Coverage Link: http://bangaloremirror.indiatimes.com/sports/others/ghosals-paathshala/articleshow/60451854.cms

Jun 2015 – May 2016 · 11 mos · Kolkata

• Worked in sync with the senior managers to manage sales and operations.
• Conducted marketing campaigns in specific seasons (SS and AW) for increased sales numbers.

Apr 2015 – May 2015 · 1 mo · Kolkata Area, India

• Summer Internship which was a part of my Under Graduation.
• Focused on learning how banks function with emphasis laid on lending activities of the banks pertaining to the Priority Sector.