Mar 2021 – Mar 2022 · 1 yr

• Leading the brand management responsibility for J&J Consumer’s #1 priority brand portfolio and the market leader in the ORS RTD Category
• Responsible for brand strategy development of portfolio worth Rs 700 Cr with a CAGR of 35%
• Value share gain of 2% in Q2 2021 over Q1 2021 as per IQVIA data
• Leading the digital transformation of the brand & establishing new touchpoints like new Professional website development, CRM journey for HCPs and external partnerships
• Marketing lead for key research like KOL Attitude and Practice study, Patient behavior and consumption patterns, Brand health track and HCP Segmentation study
• Initiated and leading a project for development of Brand Codes, Brand Book and Brand Imagery
• Leading development of product proposition and creation of business case for two new products within the portfolio worth a total business opportunity of INR 60 Cr in Year 1
• Leading an innovation workshop with external agency to explore white space opportunities and new business areas for the brand
• Key member of the Cross Functional Team that is leading Cost Improvement and Sustainable packaging projects
• Partnering with local as well as global cross functional teams to deliver new claims, new science, and innovative communication assets for the brand
• Responsible for alignment of targets, tactical opportunities and business strategy between the Sales and the Doctor detailing team
• Nominated to the first batch of the Global Digital Accelerator Certification program by leaders

Feb 2020 – Mar 2021 · 1 yr 1 mo

• Leading the brand management responsibility for J&J Consumer’s largest portfolio with an annual turnover of INR 900 Cr with a of CAGR of 20%
• Consistent value share gains over 2 years, with a delta of +300 bps
• Awarded for the Best Digital Campaign in 2019 and Best Influencer & Impact Campaign in 2020 by the company
• Initiated changes in Media mix and campaign plans to ensure brand communication reached TV dark areas - incremental reach of 8% achieved in 2020 through a brand first TV + Digital mix
• Initiated pilots to effectively target cord shavers and cord cutters in key geographies via Digital platforms to improve reach
• Identified consumer archetypes and developed communication insights and concepts for portfolio
• Led the development of 3 full scale campaigns, one of which was the first ever comprehensive Digital campaign for the brand which drove 40%+ VTRs and above benchmark Engagement
• Led the development of a new product proposition worth INR 50 Cr which includes identification of opportunity, product and concept research, new product development, GTM plan and Full IMC
• Key member of cross functional teams which drove multiple cost improvement & continuity projects valued at $ 3 MM in 2020
• Implemented Consumer Journeys by defining HVAs and adopting a Full Funnel approach
• Led 2 Social Impact campaigns with strong influencer integration which drove 1000s of online conversations with 98% positive sentiment; Awareness campaign ‘Its Just A Period’ has won awards and accolades at major industry events
• Marketing lead for crucial consumer research studies like U&A, MMM, Cross Media Study, Blind Product Tests, Equity Dipsticks & Shopper Research

Feb 2019 – Feb 2020 · 1 yr

Jan 2017 – Jan 2019 · 2 yrs

• Responsible for managing and optimizing BTL spends worth INR 350 Cr
• Created an effective tracking & control mechanism to manage BTL spends at company level which is now being used as a standard process by the company
• Instituted a monthly governance process to ensure BTL spends complied to controls
• Instituted and led Revenue Growth Management workstream for the company; organized the first ever RGM workshop for the country and helped deliver $ 15 MM savings in 2018
• Represented India in a Trade Effectiveness Workshop conducted by J&J Global in Paris in 2017
• Identified budget optimization opportunities worth INR 40 Cr for Yr 2019 through analysis of effectiveness of BTL spends utilization
• Designed & managed Loyalty Programs for GT channel, which helped deliver incremental channel growth of 4-5% every year
• Led the adoption of 3rd party audits for the 1st time in company history which resulted in INR 5 Cr savings annually
• Controlled 3rd Party Sales Personnel Payroll budget, incentive structure and policy compliances worth INR 15 Cr annually
• Managed promotion budgets and commercial processes for Cash & Carry channel

Jan 2015 – Dec 2016 · 1 yr 11 mos

• Managed an annual business of INR 65 Cr with a CAGR of 11%
• Managing and developing the business of the company ethically in Mahakaushal-Chhattisgarh
• Led a team of 95 On Roll and Off Roll sales personnel in the second largest zone by area
• Established presence of new products like Stayfree XL and ORSL in the zone
• Awarded for the best performance in high priority initiatives on Stayfree and Clean & Clear
• Designed and implemented an effective tracking and planning tool for the Sales team

Sep 2014 – Dec 2014 · 3 mos

• As a Manager - Strategic Solution, I was responsible for delivering technical products based on insights collected from the Sales team and ensuring the deliverable was relevant to the on field personnel
• Coordinated with Sales Analytics, IT and Sales functions to deliver new technical products
• Led a program to improve the on field salesman productivity by leveraging handheld terminals.
• Worked as a liaison between the vendor and the brand team for the creation of a mobile app

Jun 2013 – Dec 2014 · 1 yr 6 mos

• A 15 months intensive training program that included stints in the Marketing, Finance and Sales functions.
• Delivered a 21% growth in Jodhpur territory spread over three cities
• Identified white space opportunities for Johnson’s Baby through 50+ consumer connects
• Created a MACRO based Excel template to calculate distributor ROI and Scheme Spends effectiveness
• Worked with Sales Analytics and IT function to design and implement IT modules to improve central roll down of information and gamify performance

Apr 2012 – May 2012 · 1 mo · Mumbai Metropolitan Region

Jun 2009 – May 2011 · 1 yr 11 mos · Bengaluru, Karnataka, India

• Worked as an in-house consultant for Telecom projects
• Worked in the Telecom domain for the implementation of a Mobile Service Network in Ghana, Africa
• Worked at client location for a period of 5 months in Ghana, Africa. The job role included direct interaction with the client to create a ‘Standards’ document for other component teams