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SENIOR MARKETING EXECUTIVE
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Brand Growth Catalyst with a Record of Creating & Leading >$1B in Product Ideas & New Product Launches
CAREER OVERVIEW:
Innovation driver, breakthrough thinker, and turnaround expert with a CPG background spanning classical marketing roles with global brands. Integrated marketing professional who excels at leveraging consumer insights and innovating products that fuel record sales.
LEADERSHIP STYLE:
Action-focused cross-functional leader with a transparent and straightforward communications style. Culture champion and natural problem-solver who inspires teams to over-deliver. Lead by example to win. Promoted rapidly into increasingly responsible roles at a Leading CPG Company, as well as at GE Capital, and Mattel. Earned 2 MBAs in 2 different countries.
MARKETING RESULTS:
Forged and developed the brand team to create key firsts - Biggest Innovation. Grew brand 45%, exceeding category growth 15X over.
Reversed brand sales and profit declines for the first time in 7 years, converting brand's weakness to strength. Grew revenue +28% and exceeded category growth 10X.
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EXECUTIVE MARKETING ASSETS
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Global Marketing & Innovation
Brand Growth & Awareness
Digital Marketing
Strategic Marketing Planning
Marketing Turnarounds
Pipeline Innovation
Integrated Marketing
Cost Containment
Multicultural Communications
High-Performance Team-Building
Sales & Market Share Gains
Stakeholder Management
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EXECUTIVE MARKETING ACHIEVEMENTS
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LEADING CPG COMPANY, CA [2004 - Present]
MARKETING DIRECTOR - VP Equivalent [2013 - Present]
Promoted to VP euivalent role to grow market share, sales, and profitability with a team of 15+ for a leading CPG companys $700M business. Built out a best-in-class innovation pipeline and laid the groundwork for 4X category gains over the next 3 years.
PORTFOLIO GROWTH STRATEGY DESIGN:
Overcame 1.8% category growth, developing organic strategy that paved the way for 20% 5-year gain.
* Crafted #1 category disruptor vision strategy to out-perform Top 5 category players by leveraging company's scale and strategic partnerships with out-of-home players to generate buzz.
INNOVATION PIPELINES:
Eliminated in-company brand competition and built out a new innovation framework on a limited budget by benchmarking best practices and focusing on key brand strengths. Instituted first-ever company brainstorming process.
* Strengthened innovation planning division-wide, championing a consumer focused innovation design. Forged 5-year innovation plans for 4 key brands with $500M in fresh ideas.
BRAND INNOVATION:
Built the business case and won C-suite buy-in for risky brand innovation. Led the launch of one brand with a first-ever Superbowl ad (lauded as most effective by AdWeek).
* Grew brand >45%, delivered $100M in sales (4x goal), and cultivated 2.5B earned impressions.
MARKETING ORGANIZATIONAL REVAMP:
Hand-picked for Marketing Leadership Team charged with redesigning marketing function enterprise-wide in tandem with CMO. Revamped roles, work flow, and focus to drive share gains in 60% of categories.
* Sparked a +60% engagement and enablement improvement, rebuilding team morale and communications.
BRAND PERFORMANCE REVERSAL:
Stemmed one brands YOY sales losses (-15%) by repositioning. Discontinued low-value SKUs to regain profit; reinstated spending with aligned communications to grow brand 3%.
MARKETING MANAGER Director Equivalent [2010 - 2013]
Redirected brand portfolio and propelled to highest growth rate (8%) and profit (+ 100 BPS) - 3X the category average. Delivered 40% of the division's growth in a single year. Oversaw a team of 6, innovation, and communication for a $400M brand; selected as high-potential marketer
to lead Annual Marketing and Innovation Summits.
PRODUCT GROWTH:
Grew brand portfolio through a bold strategy to split into 2 separate brands to heighten sales and profitability. Built the business case; turned around portfolio to catalyze 8% growth and record profit.
* Reimagined one brand, converting weakness into strength to jumpstart record growth and profit for first time in 7 years. Crafted new packaging and digital advertising to showcase equities; delivered +28% category growth rate.
* Stimulated +3% sales and +20 BPS market share growth for one brand despite limited innovation potential. Elevated brand via a digital campaign.
INNOVATION MANAGER [2007 - 2010]
Surpassed category growth benchmark 3X over, revitalizing brand and setting the stage for future innovations. Led a team of 3.
NEW BUSINESS MODEL INNOVATION:
Created high-profile brand launch in concert with celebrity's estate to garner $40M in 1-year sales and the highest trial in the category.
* Overcame sustainability challenges in traditional markets by strategizing a new business model to position long-term growth via specialty store sales, premium rebranding, and retargeting for a new segment.
* Established brand as a masterbrand with its own merchandise and retail presence. Steered the launches of 2 new $60M platforms with $200M (+50%) in potential sales growth.
MARKETING ASSOCIATE [2005 - 2007]
INNOVATION ASSOCIATE Foodservice[2004 - 2005]
Developed and tested beverage products and systems for Foodservice.
BRAND REPOSITIONING:
Identified fresh growth trajectory for brand, revamping positioning and launching limited edition flavors. Grew business $20M with +20 BPS market share.
NEW PRODUCT LAUNCH:
Tapped to guide next-stage development and launch of an innovative brand/toy combination; realized $10M (+1% growth) in sales. Led packaging and advertising design and orchestrated bundling of 6 US/Chinese components.
NEW PRODUCT DEVELOPMENT:
Halted beverage decline in restaurants and fast food chains, innovating a healthy juice-milk beverage system with 4 flavors. Led test market that delivered 20% first-year divisional growth; won national launch go-ahead.
BEIERSDORF, Wilton, CT & Mumbai, India [2003 - 2004 & 1998 - 2000]
ASSOCIATE PRODUCT MANAGER - NIVEA
Achieved 300% sales and 4% unaided brand awareness gains for Nivea Soap via new packaging and advertising for the brand portfolio. Led $50M Nivea for Men brand. Rose from initial management trainee sales role to brand management.
MARKET SHARE GAINS:
Captured category leadership and boosted market share 500 BPS, leading a Nivea for Men skin care line extension rollout in a market where 70% of purchases were made by women. Exceeded sales targets by 5%.
* Simplified packaging copy and shifted launch from TV to sampling spend in locker rooms, offices, and men's magazines.
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EARLY ACHIEVEMENT SNAPSHOT
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GE CAPITAL, Delhi, India [1 Year]
BRAND MANAGER - SBI CREDIT CARD
Initiated a 42% increase in sales for the $20M SBI Visa Classic Credit Card and improved profitability 10%. Designed aggressive grassroots consumer affinity and holiday promotions to reach Indian middle class. Won category leadership; recognized as largest Visa issuer.
MATTEL, Mumbai, India [1 Year]
BRAND MANAGER - BARBIE
Introduced the Barbie brand portfolio in India, including fashions and accessories.
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EXECUTIVE PROFILE
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EDUCATION:
MBA in International Brand Management
Thunderbird School of Business Management, Glendale, AZ
Earned 3.90/4.00 GPA; named to Beta Gamma Sigma Honor Society.
MBA in Marketing
Institute of Management Development & Research, Pune, India
BS in Chemistry
Garware College, University of Pune, Pune, India
Ranked #1 in class of 175.
COURSEWORK:
High Performance Leadership
LANGUAGES:
Fluent in English, Hindi, Marathi & Punjabi
AFFILIATION:
Network of Executive Women
National Confectioners Association
Association of National Advertisers
LEADERSHIP:
Led fundraising initiatives to alleviate premature births and promote the education of girls in India. |
