Description

Skills

Work Experience
 Chief Manager    
Liquor and Tobacco                             Jan 2012 – Present
Reliance Retail Limited.

Reliance Retail Limited is one of India’s leading retail chain having over 900 Outlets across the Country with a focus on exhaustive range across product categories – FMCG, Staples, Liquor, Apparels, Home Care, Specialty Foods Etc.
Profile

•    Buying – Heading centralized buying for the 20 existing liquor operations across the country -  assisted by a team of regional and HO Buying managers
•    Inventory Control – Responsible for quick stock rotations and maintaining limits on inventory carried
•    Negotiations – Getting the best possible situations out of Liquor/Tobacco Companies – Yearly Contracts, Best possible rates and rebates, Trade Schemes, Maintaining Visibility Index summing up to increased – Rupee Gross Margin
•    Plano Gram – Design of Plano Gram and execution of the same across outlets
•    Product Master Development – Development of product masters and continuous modifications to maintain range and assortment. Keeping track of non performing SKU and delisting to accommodate new/fast moving SKU.
•    New Outlets – Identification of new potential locations, Planning and execution towards opening new Liquor stores 
•    Sales - Planning on meeting assigned targets region wise and execution of the plan towards achieving the same
•    Operations – Maintaining proper coordination with Operations teams for smooth functioning – Receiving’s, Promo Execution, POS/POI deployment etc
•    Promotions Handling all Marketing and promotion activities for Liquor (Minimum promo on 20 SKU per outlet) across India – Design, Sourcing and Placement of all Promotion material – Signage Etc
•    ATL - Handling all PR and Media related activity for Liquor– Press releases, Media 
Buying
Key Achievements
•    Successfully planned and executed new liquor outlets at our Hyper Markets in – Hyderabad, Mumbai, Bangalore and Pune
•    Overachieved visibility targets by 60 %
•    Reliance today the most looked up to modern retail for Liquor category in terms of Range assortment, Ambience, Value for money, exiting offers across categories
•    Tobacconist – First retail in India to have exclusive Tobacconist, Planning and execution to set up at Hypers in collaboration with ITC

Merchandising Manager                        March 11 – Dec 2012
Liquor and Tobacco 
Spencer’s Retail Limited

Key Achievements
•    Increase in overall Liquor Sales on date by 55 % over the base volume of 2010
•    Concept and Organized the Spencer’s National consumer choice domestic Wine awards as regular annual activity
•    Overall In charge for Buying, Sales, Inventory Control For Liquor and Tobacco
•    Successfully met all branding targets across the country

Area Key Accounts Manager – Delhi NCR                    
South Asia Breweries Pvt. Ltd. (Carlsberg Beer)             Sep 07 – Feb 2011

South Asia Breweries is a subsidiary of The Carlsberg Group, Denmark. The Company Equipped with four state of the art Greenfield Breweries has launched Carlsberg super premium domestic beer and Okocim Palone Strong Beer and Tuborg Beer.
Key Achievement

•    Have successfully placed Carlsberg beer at all target Outlets in Horeca Channel, Private Liquor vends and Modern Trade Outlets Delhi 
•    Implemented promotions at various high profile Stand Alone Restaurants and Hotels in Delhi
•    Brokered Volume commitment and branding tie ups in premium Outlets
•    Ensured quick depletion at Outlets for high secondary sales and have played a crucial role in instilling a high level of confidence in the brand in Delhi On and off   premise Trade.
•    Design, Sourcing and placement of all Signage’s, other product promotion collaterals

 


Area Channel Manager – Delhi 
Hindustan Coca Cola Beverages Pvt. Ltd.                May 05 – Aug 07

Hindustan Coca Cola Beverages Pvt. Ltd. is a wholly owned bottling subsidiary of the Coca Cola India Inc. engaged in Bottling, Marketing and Sales of Carbonated Soft drink Beverages – Coca Cola, Sprite, Fanta, Limca, Thums Up and Mazza Etc in India
Job Profile

•    Coordinating and Managing Marketing initiatives and Sales for Channels – HORECA (Hotels, Restaurants, Bars and Clubs), Entertainment (Cinema, Malls) and retail Eating and Drinking Channel (Food Joints)
•    Leading a team of 7 executives dedicated to different sub channels – Setting and achievement of Sales Targets, Meeting all standards of Market activation standards as set by Company.
•    Planning and execution of all Trade Marketing promotions and product branding initiatives, Implementation of Retail and Key Account  branding
•    Coordination and negotiation with external agencies – PR, Advertising and event Management for all ATL and BTL activity - Communicating brief, finalizing the creative  through advertising agencies 
•    Route To Market – Planning to maximize efficiency and reduce costs for the   distribution Network to Key Account Trade.

Key Achievements

•    Key Accounts handled  exited Dec 2006 at 15 % increase over base Volume 05 and are at a 30 % growth in this fiscal
•    Successfully implemented retail promotions like – Khane Ke Saath Cola Changa, featuring Aamir Khan, Coke Piyo Sona Jeeto in Delhi Eating and  Drinking retail Channel
•    Achieved highest score for Retail Market Activation (Product Branding initiative) for 1st quarter 2007.
•    Successfully implemented Internationally acclaimed Coca Cola  Business models in Horeca and Cinema channel resulting in increased Sales, Brand Visibility and Trade satisfaction 
•    Revenue Growth Management – Converted most of the High Volume Accounts into selling a  higher proportion of high GP packs – Cans increasing Profits
•    Converted Major Accounts serving competition products into exclusive Coke monopolies  – Park Hotel, Gymkhana Club, Oberoi hotel Metropolitan Nikko etc

 

 

Manager Trade Marketing - North India
 Kyndal India Pvt. Ltd.                        March 03– April 05.  
Job Profile
Advertising – Market Communication 
•    Custodian of Brand Equity through effective communication to market of all available products & services. 
•    Ensuring quality merchandising at all customer touch points like Retail Stores, Horeca through conventional & innovative ways.
•    Enhance brand preference through promotions amongst relevant set of potential customers
•    Creative designing & coordination with Advertising agency for all kind of market   communications.
•    Advertising - Local Press & Electronic Media  
•    Communicating brief, finalizing the creative  through advertising agencies 
•    Liaison with Press for the dissemination of information about our product & services.
Outdoor Visibility & Signage
•    Planning & timely implementation of all forms of Outdoor Advertising through innovative & cost effective mediums.
•    Coordinate input for creative briefs, selection of sites  & managing logistics of printing material (soft, hard & glow signs)
•    Budgeting, Planning & calculating costs attached to various campaigns for optimize budget utilization.
•    Deployment plans based on competitive outdoor presence & understanding of local outdoor media consumption.
Events & Promotions 
•    Conceptualization the promotional activities like various sponsorships, participation in exhibitions and Community Events
Market Intelligence and developing vendor network
•    Regular Market Surveys on Visibility Index
•     Maintaining Brand Salience with competition & developing Strategies to  enhance it.
•    Monitoring competition activities & preparing MIS and implementing response for the circle.
•    Developing vendors network across circle to reduce turnaround time.
Budgetary Control & Planning
•    Controlling Budget & Planning the Activities & Promotional schemes and Maintaining MIS on monthly and yearly track of budgets for Optimum utilization.
Revenue enhancement & other responsibility
•    Analysing Subscriber Trends (growth, usage & net additions etc) and suggest response to market.
•    Regular Market Surveys & visits on New Product Launches to get an insight about the product feed back.
•    Devising & implement impact innovative product promotions that result in – Increase customer acquisition

Education

0000

PG Diploma from University

0

Career

03/2011 - /

Position: Chief Manager / Merchandising Manager

Employer: REPUTED COMPANY

Country: India

09/2007 - 02/2011

Position: Area Key Accounts Manager

Employer: South Asia Breweries Pvt. Ltd.

Country:

05/2005 - 08/2007

Position: Area Channel Manager

Employer: Hindustan Coca Cola Beverages Pvt. Ltd

Country:

03/2003 - 04/2005

Position: Manager Trade Marketing

Employer: Kyndal India Pvt. Ltd

Country:

certificate