Oct 2023 – May 2025 · 1 yr 7 mos

• Developing the brand strategy, delivering annual marketing & business plan, managing P&L for India’s largest hair oil brand - INR 550+ Cr
• To drive better value proposition launched multiple consumer offer communications
• Identified stronger functional claim and created communication to strengthen the proposition
• Launched CSR film to strengthen current imagery “does good for society” and build pride in use
• Identified strategic and tactical interventions to compete with current competitive intensity

Jul 2023 – Oct 2023 · 3 mos

• Strengthened the current brand equity & built new equity with World Heart Day (WHD) campaign resulting in improvement in key imagery
• Awarded Consumer First Award for the World Heart Day campaign among all brands in India & International markets
• Won multiple external awards for the World Heart Day Integrated Marketing Campaign– Emvie Silver, GoaFest Abby’s – Bronze, E4m- Gold

Jun 2021 – Jun 2023 · 2 yrs

• Responsible for developing the brand strategy and delivering the annual marketing & business plan for the brand
• Worked with creative and digital agencies to shape and deliver marketing collaterals for multiple IMC campaigns with above benchmark results
• Developed the content strategy and calendar for digital – Always-On Strategy executed on PR, Blogs and Social Media
• Designed the Visual Identity System for all brands under the Saffola masterbrand to ensure cohesion & adherence to masterbrand design & equity
• Awarded CMO awards for performance in digital quotient (Digital brand health parameters) in foods category
• Awarded CMO awards for successfully executing the World Heart Day campaign by employing 100+ influencers - Reach 3Mn+, ROI 80%

Feb 2020 – Jun 2021 · 1 yr 4 mos

• Internal consultant responsible for identifying process and value enhancement opportunities for Sales & Marketing functions
• Worked with cross-functional teams from India, Bangladesh, Vietnam markets to execute multiple projects
• Team delivered highest ever savings since inception

Jul 2019 – Feb 2020 · 7 mos · Gurugram, Haryana, India

• Scaled business to 6X in 4 months with $ 0.5mn revenue for Nov’19
• Analysed data, designed and executed solutions to improve conversion from 19% to 29%
• Increased average room nights/booking from 2.2 to 3, through incentivising long stays
• Improved Search engine ads channel conversion from 8% to 19%
• Improved training, hiring and quality process to ensure agent performance
• Recognised by OYO for business performance

Jan 2018 – Jun 2019 · 1 yr 5 mos · Greater Delhi Area

• Owner of brand, designed, developed, & executed marketing collaterals with a team of 6
• Analysed & Optimised Amazon marketing campaigns resulting in growth of 245% vs July 2018
• Conducted Experiential Workshops across 40 Top schools across cities reaching out to 18k students
• 4X Top of mind awareness on Amazon post school workshops
• Launched Retailer Relationship program “Bandhan” with Scholarship for their children

Jan 2016 – Jan 2018 · 2 yrs

• Led Successful Marketing Activations in Festivals and Colleges like Durga Puja and Sampling Initiatives with more than 20% incidence
• Created and executed a juice focus plan resulting in share gain of 9 pts across Gurgaon
• Launched multiple new brands, working on volume and execution plan across 3 bottlers
• Working with zonal leadership of largest bottling partners (21% of India business) to drive strategic regional priorities
• Led rollout of Thums Up’s IPL association with Gujarat Team through a 360” engagement program
• Designed category recruitment programs for sampling to college teens using GIFs and VR Games

Feb 2015 – Dec 2015 · 10 mos

• Built a business targeting Bottom of Pyramid segment with Coke’s innovative beverage dispensing solution, achieving Coke brand growth of 219% in central Karnataka
• Acquired and activated 900+ accounts across general trade, colleges and eating & dine channels
• Handled and trained a team of 10 with a footprint of 62 distribution partners across 3 ASM Territories

Jun 2014 – Jan 2015 · 7 mos

• Worked on the launch of new juice flavor under the Minute Maid brand
• Developed alternative packaging and and Visual Identity System (VIS) to incorporate market feedback
• Created a model for Route to Market to Street Food Channel in Bangalore

Jan 2013 – Jan 2013 · 0 mo · Greater Kolkata Area

• Designed and successfully launched two pilots for Home Delivery of fridge pack
• Among top 4 projects and presented to BU President

Aug 2010 – May 2012 · 1 yr 9 mos · Pune/Pimpri-Chinchwad Area

• Designing and developing e-learning solution.
• Authoring tools
• Developed Instructor Led and Web Based training module