Jan 2025 – Present · 1 yr 2 mos

• Responsible for leading end-to-end brand strategy, category growth and P&L ownership for ITC’s beverages portfolio (juices, dairy, milkshakes) under the house of Aashirvaad, Sunfeast Dark Fantasy and Bingo brand.
• Launching multiple consumer-centric innovations in value-added ethnic dairy and indulgent beverages segments by identifying whitespace opportunities, aligning product development with consumer insights, and scaling through integrated GTM and brand marketing strategies.

Jul 2022 – Jan 2025 · 2 yrs 6 mos

• Responsible for brand communication, portfolio and channel strategy, consumer and trade interventions for Mangaldeep (Agarbatti business of ITC) with an X000 Cr of annual consumer spends
• Owned P&L responsibility for Agarbatti business to deliver annual profitability targets by managing product value chain, trade inputs, marketing spends etc.
• Lead a team of Brand Managers to develop and deliver on annual business plan targeting growth in shares across GT, MT and Ecom channel
• Worked with internal and external partners to launch new products, fulfilling gaps in portfolio with innovative concepts and assortment
• Generated consumer and trade insights and shaping brand communication (ATL, BTL and Digital) to drive brand health metrics (Pan India) across marketing channels
• Managed Mangaldeep's digital interventions and content startegy and spearheading user growth for Mangaldeep App

Apr 2020 – Jun 2022 · 2 yrs 2 mos

• Responsible for developing monthly sales and marketing strategy and facilitate its on-ground execution to deliver planned business growth in FMCG Business across Modern Trade and Ecommerce channel with an annual turnover of Rs X00 Cr
• Lead a 15 member team and engaged with 40+ accounts and 5 local distributors to drive FMCG portfolio and deliver on 30% YoY value growth for 2 consecutive years
• Worked closely with Account Executives, Category and Brand Teams to identify business opportunities and developed cost effective pricing and promotion strategy followed by complete ownership of in-store / on-app execution
• Managed B2B and B2C account relationships and implemented data driven solutions to drive business metrics in coordination with multiple internal and external cross functional teams
• Spearheaded ITC’s D2C initiate of ITC Estore (Ecommerce portal) to directly reach the consumer and strategized marketing initiatives to drive user growth on platform
• Created and deployed innovative consumer activation plans and merchandising inputs on online/offline platform to improve product awareness and adoption impacting Brand metrics positively

Jul 2018 – Apr 2020 · 1 yr 9 mos

• Responsible for designing GTM and developing marketing strategy to scale up growth of  new categories (Fabelle Chocolates and Sunbean Coffee) to achieve 0-100 product cycle
• Conceptualized GTM from scratch and executed online and offline marketing campaigns for launch of NPDs based on consumer insights, market research, competition benchmarking and marketing metrics
• Delivered on Annual Business and Marketing Plan by formulated pricing and promotion strategy, trade inputs and cost optimization measures
• Closely worked on Brand communication development and deployment through merchandizing inputs and consumer engagement campaigns in multiple geographies basis customer/consumer feedback
• Worked on creating innovative product pipeline based on in-depth consumer understanding to ensure category growth and customer acquisition/retention
• Developed SOPs for refined launch experience and introduced automated processes to drive operational and cost efficiency

Jul 2017 – Jul 2018 · 1 yr

• Understood end-to-end functioning of FMCG sales and distribution model in Urban and Rural markets across FMCG categories and channels
• Implemented gamification project as part of distribution enhancement to add 20% new outlets to existing service base
• Created a 360 degree channel strategy using competition benchmarking for growing business in B2B channel