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EDUCATION
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Indian School of Business | PGP in Management – Intended Majors: Marketing & Strategy Apr’19 – Apr’20
• Procter and Gamble Emerging Leader: 1/72 students to be awarded a PPI from 2000+ applicants across top 7 B-Schools in India
• Campus Finalist (8/200 teams) National Geographic Digital Marketing & Strategy Case Competition
• Pro Bono Consulting Lead | Sewa Co-Op: Proposed a sales & marketing strategy; 40% increase in women employment & 20% ROI
• ISB Super League Marketing Lead Coordinator: Devised 7-month event campaigns for cohort & alums, resulting in 500 player sign-ups
• Shadow a CEO bid winner for Nestle CEO, Suresh Narayana; amount collected to be offered to NGO promoting girl child education
• Certificates & Workshops: HUL for Marketing in Practice curriculum; Google Digital Marketing workshop
Northpoint Centre of Learning (Nielsen Trainee) | PGP in Market Research July’14 – May’15
• Technical Skills: R Studio, SPSS, Tableau, Q, Spotfire, Easi Suite, RMS Data Analyzer (Answers Desktop) & Visualizer Tool
• Performed SWOT Analysis for Dabur, identified growth opportunity worth INR 3 Cr. for their toilet cleaner products in Tier 2 cities
• Led Concept-Product Tests, Product Diaries & 2 Brand Health Dipsticks for a sanitary napkin brand, Sofy (Unicharm)
• Conducted Price & Conjoint Analyses for Hyundai, Honda, and Hero; Set price point for Creta variants
Lady Shri Ram College For Women, Delhi University | B.A (Economics & Psychology) June’11 – June’14
• Intern, Diabetes Parental Support Group, Mauritius: Organized 10+ awareness camps & fundraisers across 10 villages in Mauritius
• Awarded Change Agent certificate for organized & participated in 5 fundraiser marathons & 2 street plays promoting gender equality
• Animal Welfare: Organized NDTV “Save the Tiger” awareness drive & adoption drives for Friendicoes, raising over 2 lacs for the cause
WORK EXPERIENCE 3 years 9 months
Marketeer & Researcher with rich experience in consumer insights, branding & sales strategy across FMCG, Telecom, Automobiles and
Durables industries. Awarded nationally and globally for spearheading creative & disruptive initiatives in traditional & digital marketing.
ABInBev | Insights Manager, Marketing | (Budweiser, Corona, Hoegaarden, Haywards 5000, Beck’s Ice) Bangalore, Aug’17 – Mar’19
Awards & Recognition
• Won Best Marketer Award for pioneering in-house research and digital marketing capabilities saving over INR 3 Cr. annually
• Awarded ABInBev Global White Belt Certification on Brand Guidance Dissonance for attaining annual savings of INR 50 lacs
• Spearheaded ‘Social Listening War Room’; first to do so globally & amongst the first 5 countries to complete 4 of 5 project stages
• Revamped event marketing effectiveness platform & audit mechanism, leading to an annual saving of INR 60 lacs
• Handpicked (1/20) by the CMO for a best-case practice (brand & insight management) sharing visit to the APAC HQ in Shanghai, China
• Only employee to be selected by the CEO to prepare Op’ed pieces on ‘Future Trends in the Beer Market’ for Economic Times
Brand & Digital Marketing Campaigns (Budweiser, Corona, Hoegaarden)
• Strategized insights, communication & execution for FIFA 2018, Be a King, New Magnum, This is Living & Naturally Different campaigns
− Increased Creative Cut Through by an average of 35%, Branded Recall by 20% and Penetration by 10% for all campaigns
− Increased advocacy for Budweiser (tracked using NPS) by doubling promoters to 30% & met Earned Media target of 7%
• Devised SEO & SEM strategies using Google AdWords & Keyword Planner leading to merchandise & event tickets sales of INR 50 lacs
• Led the Brand & Creative Teams to design digital communication guidelines using Facebook Brilliant Basics & Picasso Content Tester
Sales Strategy & Commercial Growth
• Led project for sales forecasting of draught beer & new products included in the 1-year, 3-year and 10-year strategies
• Identified and quantified white spaces (75,000 HL opportunity) in the ‘Core+ Beer’ segment translating into the launch of Beck’s Ice
• Assessed sales performance of products resulting in savings of ~INR 50 lacs due to proposed no-go launch & repositioning decisions
• Established processes & rhythms for A/B testing of content, benchmarking & ROI measurement, reducing project TAT by 7 days
• Identified & Documented a directory of ~150 emerging trends and potential occasions to build a 5-year ‘industry disruptor’ pipeline
Stakeholder Management
• On Boarded & Supervised over 30 boutique research agencies for ad-hoc projects; reducing project TAT by 25% & spends by 50%
• Pioneered cross-functional Consumer Safaris involving Sales, Finance, Procurement, Legal Teams and Creative & Research agencies
Nielsen | Research Executive, Consumer Insights (Telecom, FMCG, Automobiles & Durables) Gurugram, June’15 – Aug’17
Awards & Recognition
• Awarded Highest Scorer in all-India test on Nielsen tools & Market Research conducted among 1000+ pan India employees
• 100% client satisfaction score received from all clients for delivering actionable insights and resolving client business problems
• Youngest employee in a team of 15 to deliver presentations on findings & business solutions to senior leadership of client companies
• Only executive out of 10 to secure two new clients leading to increased revenue by 25 lacs & attainment of team’s revenue target
Client Servicing (Airtel, Vodafone, Tata Docomo, Panasonic, Unicharm, Dabur, Hyundai, Hero)
• Successfully serviced over 5 clients; brought in long-term repeat business of over 1 Cr. from Vodafone, Tata Docomo & Panasonic
• Published & Presented over 60 reports on Brand Health, Product Testing, Segmentation, Profiling, Pricing, CSAT, FGDs and NPS studies
Project Management
• Handled 25 projects (trackers and ad-hoc) end-to-end, coordinating with external stakeholders and internal cross-functional teams
• Managed & trained a team of 6 interns in developing questionnaires, monitoring fieldwork, analyzing data & preparing reports
Process Improvement & Excellence
• Designed & improved monthly dashboards (KPI definitions, results & insights) for TATA DOCOMO & Vodafone
• Developed analysis plans & output formats for data processing reports, decreasing man-hours in data analysis by ~3 hours (50%) daily
• Trained my team of 15 in Q, a new Nielsen analytical software, decreasing daily response time by ~2 hours (25%) to client queries
EXTRA-CURRICULAR ACTIVITIES & PERSONAL INTERESTS
• AIESEC in Delhi University, Vice President Marketing: Won National Best Marketing Award across 23 local chapters & 5000 members
− Managed a local chapter of over 250 members and a team of over 25 people; organized over 10 events with footfall from 500-2000
• Diversity & Inclusion Cell (ABInBev): Designed unconscious bias newsletters, workshops & blueprint for mentorship programs
• Hobbies & Interests: Dancing (Ashley Lobo Jazz), Playing Table Tennis, Swimming, Yoga & Travelling (travelled to 10+ countries)