Oct 2022 – Apr 2025 · 2 yrs 6 mos · Mumbai, Maharashtra, India · On-site

• Brand & Business : Creative & Logical : Left Brain & Right Brain - every founder's desire, every marketer's dream- and I am building both for Lohono.
• Lohono is a leading global luxury vacation brand from India with 300+ super luxury rental villas across India and SE Asia. And trust me, they are killing it, with their Product+Service model. Consistent 4.9/5 Rating on Google and 97% CSAT, this brand is leading the rental hospitality market in a sustainable fashion. All this while keeping the head down and the fingers crossed.
• I have helped them in the 0-1 journey of marketing.
• Created the marketing roadmap for 3 years for the organization
• Team - Structured the team roles, hired, oriented, trained and built a team of 10 strong individuals
• Brand Building - Lohonofication of brand assets, unified brand identity, brand custodianship - Thought leadership on the brand and its positioning in the market to increase the brand recall and organic traffic. Headed multiple media verticals - PR, Influencer Marketing, Content, Creative - for website, app and calling teams
• Business Building - Performance Marketing through, paid, owned and earned media. Headed the strategy and execution for SEO on website and app, SEM on Google Ads, Meta Ads, Youtube, Linkedin, Social Media Marketing (Instagram)
• Offline Marketing - Events, Affiliations, Collaborations, Roadshows for B2B vertical - Travel Agents, OTAs (Online Travel Agents like MakeMyTrip, Booking.com, AirBnB Luxe, TripAdvisor)
• Customer Retention - Built the organic demand, increased repeat rate through a marquee loyalty program, induced referrals through 360 degree outreach and effective communication
• Budget Management - Managed high RoI, reduced CAC, managed resources and media plans well under the budget
• Stakeholder Management - Managed effective communication and fruitful relationship with internal and external stakeholders including the CXOs, Founders, Board Members, Travel Partners, Home Owners, Customers

Nov 2020 – Oct 2022 · 1 yr 11 mos · Mumbai, Maharashtra, India · Hybrid

• LEAD is the fastest growing School Ed-Tech Unicorn in India with its offering of 100% Schooling solutions. I helped this Unicorn in building their marketing organization for better reach and improved support to the customers (partner schools). I delivered on the following areas of work:
• Driving the Brand Promotion program - visual and social media led campaigns - marketing and brand communication for 4000+schools across India, facilitating LEAD to be a progressive household name for schools, parents and students
• Innovation Drive for LEAD as a brand in various K-12 Categories - nomenclature, brand custody, branding guidelines and promotion plan
• Program management of New Customer Enrolment Drive 'Enrol' covering 4000+ schools - lead generation, visibility and conversion- managing tech, marketing, KAM, agency, vendors
• Program management of Revenue Generation & Reach through Marketing Activations - adding new B2B and B2C customers - built a proven successful model for LEAD - managed tech, marketing, sales, content and agency teams
• Running the Customer Engagement Program for LEAD via on-ground and online activations - events, collateral, brochures, POSM, Customer Journey Maps, LEAD Brand Book
• Spearheading the R&R program under Internal Marketing initiatives, 4 large scale events (India and abroad) conceptualized and managed for internal and external customers

Jan 2019 – Present · 7 yrs 4 mos

• In my role as an Advisor, I assist small businesses in navigating their marketing journeys by creating structured strategies that align with their unique goals. I have worked with a diverse range of clients, from startups to (now) soon-icorn companies, focusing on practical marketing solutions.
• Additionally, I share my expertise as a guest faculty member, ensuring students are equipped for real-world challenges in the marketing field with a balanced mix of creativity, practicality and action-bias.

Dec 2017 – Nov 2020 · 2 yrs 11 mos · India · On-site

• JSW Paints is a start-up paints vertical of the $13 bn conglomerate JSW group, known for being the leaders in Steel, Cement and Energy in India. It is the first consumer centric business for the group aimed at creating a thoughtful, home grown, decorative paints brand for the millennial consumers.
• Joined as a Category manager & promoted to Senior Manager, Category & Retail.
• Key highlights:
• Product and Brand
• o Built the Premium Category Brand “Aurus”” and “Halo Fresh” from 0 to 1; managing NPD, growth strategy, GTM & P&L Management, Brand & Marketing Communication
• o Program Management for inception, launch, implementation & GTM of B2B Product “Colourvista” - worked with tech, R&D, IT, Vendors, Agency, Design, Packaging, Sales
• o Co-created Brand Positioning & Architecture for brands Halo, Aurus, Pixa and Colourvista
• o Digital Marketing for category Aurus
• Retail
• o Designed retail strategy from scratch; planned & successfully executed VM & Branding for 1000+ retailers
• o Store Design: Created the IP “JSW Colourvista Senses” Stores - ideation, design and execution while closely working with agencies - won the VMRD Awards 2019-20!
• GTM & Trade Marketing:
• o Successfully Launched JSW Paints in 20+ cities in with launch meets, marketing campaigns
• o RTM: Spearheaded delivery strategy Hub n Spoke - costing, feasibility analysis, prototyping, pilot & roll-out; implemented the model in 15 cities with 70 centres for 1000+ dealers
• o Designing BTL & Trade marketing plans - events, collateral, stationery, signages, in-store branding, give away gifts
• Strategy:
• o Part of the ‘Disruptive Framework’ core team for embedding innovation as a crucial thread in the newly formed JSW Paints
• o Supervising consumer market research - qualitative and quantitative – to position JSW as the preferred paint brand
• o Integral to disruption workshops, immersions, ideation & vision 2025 sessions with agencies like IBM, TBWA, FRDC, Third Eye, PwC
• o Agencies Managed: FRDC, JGA, D’Art Design

Aug 2016 – Jan 2018 · 1 yr 5 mos · Mumbai, Maharashtra, India

• o Managed P&L for INR 50 Cr pa; steered institutional sales, KAM for 75+ B2B customers, 200+ B2C retailers
• o Led a team of 6 Officers and Managers in Mumbai & Goa for sales, services and marketing for Automobile Refinish Paints
• o Drove Network Expansion in retail category; added 11% new dealers, increasing retail business by 4 lakhs per month
• o Led marketing campaigns to drive Customer Engagement, Product Promotion, Dealer & Painter Meets, Retail Visibility
• o Closed FY 2016-17 at 21% and 2017-18 at 9% YoY growth
• o Presentations and deal negotiations with owners and CXOs of automobile business; closed 8 bodyshop deals, an addition of INR22 lakhs pm

Jun 2013 – Jul 2016 · 3 yrs 1 mo · Greater Indore Area

• Started as a Management Trainee with the FEVICOL division and moved on to handle various roles of Sales and Marketing in the entire tenure:
• P&L Management
• o Managed P&L for Retail Channel of 2000+ dealers with average business of INR 48 Cr per annum
• o Attained 11% YoY growth and 12% (3 years) of CAGR
• o Achieved 10% increase in dealer network expansion in Madhya Pradesh cluster
• o Led sales strategy, scheme administration, sales forecast for Fevicol brand; Country topper in Hi-Per, Fevicol Marine & Fevicol HeatX (twice)
• o Headed contingent of 40 dealers to Dubai & UAE (2016), Celebrity Fashion Show Mumbai (2016) & Local Outings (2015)
• Regional Marketing Management
• o Steered Field Marketing Management of 10,000+ influencers; managed planning, budgeting and execution of innovative BTL activities
• o Orchestrated Average Tertiary Demand Generation of INR 36 Cr per annum
• o Achieved 30%+ active participants in loyalty program, country’s first region to achieve this figure
• o Introduced 4 new products in each region which contributed to more than 10% of the revenues; conducted 2000+ Trials, 10+ Dealer Meets, 3600 Integrated Marketing Campaigns
• Sales Transformation
• o Led the Sales Transformation Module - Tablet Implementation - for all TSIs in MP
• o Launched first ever IMR Project to strengthen customer reach
• o Supervised the setting up of first ever Tertiary Sales Generation and Monitoring System
• Team Management
• o Led teams of up to 20 on-roll sales and marketing managers
• o Maintained Zero Attrition in the team in entire tenure; added new positions, orchestrated career promotions; training and development

Apr 2012 – Jun 2012 · 2 mos · India (South, East and Central)

• Devised solutions for gauging Customer Satisfaction levels and conducting Need Gap Analysis for Material Handling Division
• Recommendations for better Customer Experience and Services based on Primary Research conducted in 11 cities of India
• Worked in collaboration with Marketing & Services team of 5 regions
• Project involved interactions with various company heads from different sectors.

May 2009 – Jun 2011 · 2 yrs 1 mo · MP & CG

• Responsibilities -->
• Joined as a Probationary officer in 2009 batch
• Responsible for Business Development and Marketing for Retail Banking branches at rural and urban centres
• Product Counselling and Solutions for retail customers
• Marketing and Promotion of Alternate Channels Products of Banking - Internet Banking, Mobile Banking
• Decision Making Authority for (non) acceptance of loan and deposit proposals in Personal Banking division
• Signing Authority for transactions up to INR 1 Lac and other Operational responsibilities