Description

The world of brand building has always fascinated me. Through my experience, I have expertise in developing full marketing-mix strategies that enable brands to speak to the right audiences, in the right manner, through the right channels, thereby contributing to business sales and growth. I have a demonstrated history of working in FMCG, cosmetics, personal care, F&B and advertising industries.

As an independent consultant, I work with enterprises that are seeking to build new marketing capabilities or streamline existing ones. My distinguishing USP is that I provide solutions within the framework of the client’s business operations reality. In short, my recommendations are based not only on consumer behavior, but also take into account a brand’s or business’ constraints.

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Dubai (up to 50km)

The Belgian Waffle Co.
Senior Brand Manager
March 2021 - August 2022 (1 year and 5 months)
Mumbai, Maharashtra, India
The Belgian Waffle Co. is a leading start-up quick-service restaurant (QSR) chain operating in the desserts category. The brand is present across 300+ outlets and 80 cities in India.
• Led annual marketing plans and go-to-market (GTM) strategy. Drove trials and repeats for new menu launches and existing categories. Delivered a +50% growth on primary category of waffles
• Spearheaded new products development including conceptualization, positioning, packaging and go-to-market strategy. Successfully launched the brand's first packaged waffle crisps. Exceeded targets by +10%
• Conducted qualitative and quantitative consumer studies to generate insights on brand perception, consumer habits and new product concept insights
• Initiated work to develop a unique brand positioning and identity to drive consumer connect and recall across touchpoints
• Formulated the brand's activation strategy across digital, social, OOH, on-ground to deliver on all funnels of the consumer journey. Increased brand's top-of-mind-awareness scores by 2pp - from 6% to 8%
• Crafted the brand's paid & organic social media strategy. Increased followers by +25% y-o-y
• Built partnerships with online food delivery partners - including developing joint business-plans (JBP), crafting and negotiating in-app promotions and offers, improving visibility metrics
• Devised the brand's loyalty program, email, SMS & WhatsApp campaigns basis market insights and competitor intelligence
• Planned localised, outlet-level marketing programs including on-ground activations, customised offers, in-store communication, and other tactical interventions for brand and franchise outlets
• Reviewed sales and external data to drive insights on category/product performance, menu rationalization and insight generation for new launches
• Managed A&P budgets. Supervised a six-member team
Estee Lauder Companies
Consumer Marketing Manager
November 2016 - March 2021 (4 years and 4 months)
Mumbai, Maharashtra, India
Estee Lauder Companies is the leading global beauty company. I was responsible for Clinique's marketing strategy contributing to its sales, growth and market share in India.
• Managed the brand's omni-channel marketing strategy for Online and Offline distribution; grew Clinique sales by 3x in 4 years
• Identified and developed the brand's "Hero" product strategy – key pillars of growth – leveraging sales data and consumer insights. Managed product portfolio, SKU rationalization, pricing strategy for local market
RAYMOND Consumer Care
Assistant Marketing Manager
November 2013 - October 2016 (2 years and 11 months)
Mumbai, Maharashtra, India
Raymond Consumer Care is a leader in men's personal care with their flagship brand Park Avenue. Assisted in driving category growth plans for Deodorants & Soaps categories.
• Contributed to brand strategy by assisting in consumer insight programs, brand health testing, communication concepts testing and production of ads and content
• Assisted in new product development projects liaising across functions (R&D, packaging, supply chain, sales, ad agencies); delivered 7% growth with the launch of Park Avenue Acti-Cool range
• Formulated annual media planning and buying strategy across Print, TV, Radio, OOH and digital media
• Developed actionable insights basis internal sales data and Nielsen database