VIBHAV KUMAR

Phone : +91 - 8376095059

E-Mail : im.vibhav@gmail.com

Seeking Challenging Senior Level Assignments with a Growth Oriented Organization

PROFESSIONAL SYNOPSIS

 A Result oriented Marketing (Industry - FMCG) professional with 5 years of collective experience in Marketing, Sales,
Category Management, Brand Management, Retail Sales Management and Business Strategies.
 A keen planner, strategist & implementer with demonstrated abilities in devising marketing activities and accelerating
the business growth.
 Demonstrated abilities in brand building, growing brand sales, conducting various product launches & establishing
network for same.
 Proven skills in managing team to work in sync with the corporate set parameters & motivating them for achieving
business goals.
 Dexterous in implementing appropriate business development strategies (increasing reach, improving brand share at
retail chains, developing new customers, etc) to achieve planned market share.
 Adroit in value strategies & creations through identification of new business opportunities, developing new ideas &
services to improve sales & profitability.
 Skilled in implementing corporate strategies through proper monitoring of product availability & tracking.
 Proficient in coordinating with customer service department & operations to offer customer delight.
 Effective communicator with excellent relationship building & interpersonal skills, strong analytical, problem solving &
organizational abilities.

CORE COMPETENCIES

Sales and Marketing

 Developing marketing strategies to build consumer preference and driving volumes.

 Providing direction to execute promotions/ launches in sync with regional characteristics, and link all marketing activities
with sales team.
 Developing and facilitating NPD launches through POS material support, wet & dry sampling, consumer promotions and
training modules to sales and merchandiser team.
 Building brand focus in conjunction with operational requirements
 Ensuring maximum brand visibility and capture optimum market shares.
 Driving and leading the team to achieve targets and goal sheets given by the company.
 Developing and evaluating budgets including manpower planning initiatives & ensuring adherence to planned expenses.

Retail Sales Business Development

 Establishing goals, short-term budgets and developing business plans towards achievement of set goals, in adherence to
the annual budget.
 Actively involved in planning & analysis for assessment of potential in business opportunities.
 Focused actions to develop new businesses by demonstrations / trials for satisfying customer expectations.
 Guiding and mentoring Sales and Marketing team for the smooth movement of operations.
 Achieving business objectives within budget, time & company policy parameters for the assigned market.
 Developing product concept, launch strategy, execution plan and determining ROI as well as managing market survey,
distribution & pre & post launch promotions for new product launches.
Category Management

 Analyzing the data on category sales in linkage with spends and planned activities across channels.
 Developing annual plan for trade promotions across channels for individual categories of brand.
 Developing and successfully executing profitable basket of SKUs for individual channels and trade partners across all
operational countries in GCC-Levant and Africa.
 Monitoring process flows in order to ensure operational efficiency through distributors.

Customer Relationship Management

 Conducting training & working closely with customers on long term plans, strengthening rapport.
 Implementing better customer service by introducing one step resolution for customer grievances.

Team Management

 Setting-up a direct sales & channel sales team, training them of marketing traits and mentoring them to
improve the selling skills & Leading team on growth path.
 Creating and sustaining a dynamic environment that fosters development opportunities and motivates high performance
amongst Team members.

ORGANIZATIONAL EXPERIENCE

June 2010 – May 2012 Assistant Trade Marketing Manager, AATCO LLC
Location: Muscat, Oman

June 2012 – Feb 2015 Trade Marketing Manager, AATCO LLC

Location: Muscat, Oman

Role and Responsibility

 Generating Brand awareness for Brand Delicio to support the growth plans through :
 Consumer/ Market insight studies to develop effective marketing plan / activities
 Consumer sampling to facilitate first time off take.
 Planning and executing trade and consumer promotions.
 Analyzing the performance on the above.

 Leading development of the Trade Marketing Strategy, across all product categories there-by increase brand revenue &
brand market share in core markets.
 Facilitate NPD launch through promotions, sampling & POS material support using key account development plan
(KADEP).
 Category Management – To collect, analyze and submit the data on category sales across core markets in linkage with
spends and planned activities for further decision making.
 To develop an Annual plan for trade promotions in key accounts and traditional trade taking into account seasonality and
other opportunities.
 To develop and calenderise an activity schedule of trade promotions for specific channels i.e. Key Accounts, Coops, Large
Stores, Groceries, Gas stations, Wholesalers and Institutional Customers.
 Control & Monitor Advertising & Promotion spends using key account development plan (KADEP).
The Highlights

 Promoted to Trade Marketing Manager after working for 2 years as Asst. Trade Marketing Manager (2010-
12). Thereafter, led a team of 3 assistant category managers, 2 assistant trade marketing executives and Assistant
Brand Manager for 3 years (2012-2015).
 Successfully achieving the business volume of core categories across GCC-Levant countries from last 3 years with
decreasing % of spends.
 Successfully re-launched the brand across 4 categories (Salad Dressing, Mayonnaise, Hot sauce and Ketchup) across
GCC-Levant and African countries. Major changes were done in the product packing, keeping in mind the customer
feedback across GCC-Levant.
 Successfully launched the pasta sauces across GCC-Levant countries in 2013. By 2015, Delicio Pasta Sauces are already
among top 5 brands in modern trade outlets in majority of GCC countries.
 Developed the Key account development plan (KADEP) for each of the outlet chain in GCC countries.
 Delicio KSA business (under my direct control) doubled in 3 years from 2012-2014 across all the major SKUs
in respective categories. Focus on profitable SKUs led to increase in % of bottom line.
 Successfully ran sampling sessions and consumer promotions across all modern trade outlets in GCC-Levant in
parallel with each other and traditional trade to increase brand awareness substantially.
 Delicio business in all countries across GCC-Levant and Africa growing at a CAGR of over 20% from the focused and
affective trade promotions.
 Successfully ran profitable product baskets in traditional trade in KSA, thereby trebling the business in the
last 3 years, as part of category management role.
 The Category management controlled by me and team helped Delicio in increasing both numerical and weighted
distribution for key SKUs in various categories, thereby increasing revenue and decreasing spends.
 Key member in running the international Trade Fair at Dubai Gulf Food, SIAL, ANUGA.

ACADEMICS

 MBA ( Marketing ) from Xavier Institute of Management, Bhubaneswar (2008-10)

 B.TECH ( I.T. ) from Galgotia’s College of Engg. & Technology, Greater Noida (2003-07)

Professional Workshops

 Workshop on Dimensions of Professional Selling conducted by CAREW International, USA (Oct, 2014)
 Executive Education Program on Reinvention, Creativity and Innovation from IIM Bangalore (Oct, 2010)
 Summer Internship in Emami Limited. (Apr-June, 2009). Amongst the top 4 best performing Summer Trainees
nationwide.

PERSONAL DETAILS

Date of Birth : 09.10.1983

Address : New G-9 Hyderabad Colony, BHU Campus, Varanasi - 05
Nationality : Indian
Passport # : Z2432199

Date: 12.04.2015 Vibhav Kumar