Apr 2024 – Present · 1 yr 11 mos

• Develop and execute leadership roadmap for leading brands in key Modern Trade Chains and south general trade key retail stores achieving 3X volume through effective sales strategies and stock forecasting.
• Lead customer business development by implementing category best practices and fostering strategic initiatives.
• Establish and reviewed Joint Business Plans (JBP) with key customers, setting clear KPIs and corrective actions.
• Manage trade spend allocation and track effectiveness across channels, while leading a team of regional KAEs and ASEs.

Jun 2021 – Mar 2024 · 2 yrs 9 mos

• Key Result Areas:
• brand awareness and increasing brand value & profitability; spearheading portfolio development of Cat
• food brands, branding and shopper communication
• Researching consumer markets, monitoring trends & identifying potential areas based upon consumer needs & spending habits to
• evolve Unique Selling Proposition (USP) of the product
• Analyzing platforms, channels, and strategies/ approaches to enable brand marketing department to reach the audiences
• Enhancing brand communication by developing target message map to clarify brand's differentiators and value proposition
• Developing category & sub-category roadmap; working on proposition finalization along with media planning, campaign
• development and delivery
• Collaborating & communicating with strategic partners/agencies for creative interventions and asset development
• Leading & delivering BIC (clutter breaking/ impactful & consumer centric) IMC activations as per calendar (sustenance & new
• launches)
• Planning & supervising the execution of 'concept-to-launch' marketing strategies
• Creating dealer & end-user marketing collateral and programs to promote the brand value

Mar 2021 – Feb 2022 · 11 mos

• Pioneered the shift from pet trade to FMCG distributors in NCR, expanding distribution to Modern departmental stores and pharmacies, resulting in 3X growth in store coverage (2019).
• Managed the largest geography (5 states) with the organization’s largest team, doubling business and stabilizing high attrition in Upper North.
• Led multiple trade events (2019-2021), driving high engagement with trade through pet shows, breeder programs, and vet seminars.
• Created the pet category in leading departmental stores in NCR (RLCR, Modern Bazar, Le-Marche) and introduced mesh stand activity in top 100 pharmacy stores for enhanced visibility and address challenge of rodents.
• Executed best-in-class POSM and educational material deployment in General Trade stores, boosting pet parent education.