Jul 2023 – May 2024 · 10 mos

• Leading consumer marketing, category development, and PR for India’s leading footwear brand, Bata (INR 3400 Cr). Elevated brand perception and love through strategic positioning campaigns, propelling organizational growth. Spearheaded the transformation of Bata from a traditional retailer to a modern, youth-centric brand of choice. Crafted and executed global aligned yet locally relevant category and brand plans. Oversaw annual planning and budgeting processes, ensuring alignment with organizational objectives. Developed integrated go-to-market and activation strategies across multiple channels, including ATL, BTL, digital, PR, and partnerships. Established synergies with Loyalty/CRM/Customer Services to enhance customer lifetime value. Cultivated a consumer-centric culture in customer experience across all touchpoints, driving unparalleled customer satisfaction. Promoted in 2023 due to rapid progression and proven leadership. Managed a team of 10 marketing professionals.

Oct 2019 – Jul 2023 · 3 yrs 9 mos

• Part of the marketing leadership team & responsible to drive relevancy of Bata & licensee brands with the millennials by focusing on strengthening of relevant categories across touchpoints that occupy multiple usage occasions for consumers. Responsible for making Bata a modern, stylish brand by focusing on brands that span across Sneakers, Casuals, Sports, Formals & Accessories along with services innovation to keep the brand relevant

Mar 2019 – Oct 2019 · 7 mos

Apr 2016 – Mar 2019 · 2 yrs 11 mos

Oct 2013 – Mar 2016 · 2 yrs 5 mos

• Prefetti Van Melle Group , the 8th largest confectionary manufacturer in the world. (Source: www.statista.com)
• Handled Mentos and Mentos Marbles, the largest Mint confectionary brand in India. Lead the strategic roadmap to transition the Mentos from 50 Paisa to Re 1. the first brand in the confectionary category to transit the coinage chasm successfully
• >Conceptualized the flavour strategy and launched new products under the brand as both permanent and limited editions to gain market share for the brand.
• > Owned the iconic "Dimag Ki Batti Jala De" proposition on the brand and refreshed through multiple new creatives and activations to increase brand love and consumption.
• > Initiated Qualitative research on the brand to get insights into relevance of the category, competitiveness and attributes driving the preference for the brand. This research has acted as a key input into the project which will decide the future product portfolio, pricing & communication strategy for the brand.
• > Developed new product portfolio along with packaging and pricing strategy to address key business and category challenges for driving future growth.

Sep 2012 – Oct 2013 · 1 yr 1 mo · Pune Area, India

• Handled brand Tic Tac

May 2010 – Aug 2012 · 2 yrs 3 mos

• Handling the Rs 800 Cr Indulgence & Snacking portfolio under Sunfeast Biscuits (ranked 7th most trusted food brand & 3rd largest biscuits brand in India)
• Independently driving marketing projects on packaging, distribution, new product development & new launches.
• Responsible for developing the Brand Identity & Proposition for Indulgence offers from Sunfeast.
• Closely worked with the Creative agency in conceptualization & development of brand communication elements (TVC, On/In-shop & outdoor) for the set of brands.
• Developed & implementation of the Social Media & Digital plan to insure brand connect across all touch points.
• Responsible for Special projects on Festive offers and limited edition Packs from packaging design to launch.
• Commissioning researches to target specific issues (product test, pack test & other qualitative and quantitative researches)
• Designing & cost effective production of merchandising element in order to support new launches, consumer activations and brand visibility.
• Development of the Annual Business plans, Marketing Calendar & Brand Budgets for all the subcategories under Sunfeast Biscuits for 2011-12 and 2012-13
• Tracking business Profitability (Contributions) & Cost Parameters as per the business plan and highlighting deviations if any to achieve the business plan.
• Tracking monthly sales by geography. Suggesting and implementing Tactical/Strategic inputs in order to achieve the business plan.
• Lead resource for monitoring budgets, allocation against utilization for all the brands under the portfolio. Single point of contact deputed for budget related queries from the field team, HO & vendors.

Apr 2009 – May 2010 · 1 yr 1 mo

Jul 2008 – May 2009 · 10 mos

Apr 2007 – Jul 2007 · 3 mos · Mumbai Area, India