Name: Biswajit Manna

Email ID: biswajit.manna80@gmail.com

Mobile: 9699950960

Seeking middle to senior level managerial position in a growth oriented organization

preferably in an FMCG/FMCD Industry.

Professional Profile

Creative, innovative & insightful with excellent organization skills, like to take up challenges &
adapts to different situations quickly. Proficient in prioritizing and completing tasks in a timely
manner, yet flexible to multitask when necessary. Having 13 years of experience in Sales &
Marketing in both Traditional trade & Modern trade & thereby exhibits a profound knowledge of
Marketing, Retail & FMCG business fundamentals. Skilled in reducing marketing costs, manage
cross functional teams & administering A&M budget.

Areas of Exposure

Sales and Marketing Operations

 Managing the sales and marketing operations and accountable for increasing sales growth.
 Driving sales initiatives to achieve business goals & managing sales team to achieve them.
 Implementing sales promotions as a part of brand building and market development effort.

Business Development
 Implementing strategies and plans to achieve predetermined targets.
 Collating market intelligence reports on market trends/competition to facilitate effective
segmentation/ product positioning/ pricing strategies, generating new business.
 Identifying new channels and sources of business.

Channel Management
 Enabling business growth by developing and managing a channel network of dealers.
 Monitoring the network to achieve sales & revenue targets.
 Ensuring brand level availability and visibility.
 Distribution Management.

Team Management
 Appointing, developing and managing Sales Team.
 Monitoring and motivating teams in escalating their contribution levels.

Organisational Experience

KELLOGG INDIA PVT LTD – (Feb’13 – till date)

Designation: Manager - General Trade

Responsibilities:
 To achieve sales target & distribution objectives for the area by implementing regional
and channel strategy.
 Lead, coach and develop sales officers to implement the channel and customer plans
and achieve the desired sales objectives at the store level.
 Set the individual monthly, quarterly and yearly target for each Sales Officer and each
Distributor
 Develop area strategy basis Regional Plan.
 Implement of all activations (Trade / Consumer) & merchandising (Visibility) programs.
 Implement and monitor promotions of Breakfast Cereal products and produce reports as
required
 Ensure continuous development of the assigned area and addition of new outlets
 Help Distributors to manage business profitably/ROI & monitor the progress
 Ensure the proper and correct execution of sales, discount and trading terms determined
by the company
 Monitor and minimize the level of expiry/damage returns
  Develop strong business relationship with distributors, trade and key account.
 Review sales, call and other performance reports including key outlets.
 Accurate and timely reports on Market intelligence: competitor’s activity, price changes
and promotional support
 Define Sales Officer’s/TSIs area, monitor their work load and ensure adequate control of
sales force is achieved
 Ensure Sales Officer/TSIs are properly trained, provide permanent coaching by on-the-
job session and feedback on performance and conduct regular appraisal.

UNITED KAIPARA DAIRIES PVT LTD – (Apr’12 – Oct’12)

Designation: Assistant Brand Manager

Responsibilities:
 Efficiently handling Brand KPI"s to grow Brand equity and market share.
 Actively involved in devising the annual Marketing Plan & 360 degrees Communication
Strategy.
 Successful implementation of yearly Marketing & communication strategy.
 Conducting Consumer Research and analyzing market research data to develop
consumer insights and identify growth drivers.
 New product & packaging development.
 Responsible for tracking competition activity and devising tactical plan to tackle the
competition.
 Developing New Consumer promotion and ensure effective execution of promotion
Campaigns
 Devising Brand activation Plan while executing Brand Communication strategy including
ATL, BTL and developing effective Point of Sale tools
 Interacting with Advertising agencies, Promotion agencies supplier and all cross
functional teams for smooth operation

PEPSICO INDIA HOLDINGS PVT. LTD. – (Nov’08 – Mar’12)

Designation: Assistant Manager - Market Development

Responsibilities:
 Ideate & develop Trade Marketing strategies to achieve defined business objectives
across all product categories.
 Handle FMO rollout & ensure clear objectives are cascaded to frontline.
 Assist Brand Manager of Dukes to device ATL & BTL initiatives to achieve brand
objectives.
 Coordinating with Brand team & execute the marketing activities as per the brand
calendar for the unit.
 Device BTL initiatives to achieve brand objectives, increase trade visibility & generate
maximum impact.
 Planning & execution of product launches & activation campaigns.
 Coordination with supply chain to manage inventory levels in alignment with marketing
plans.
 Work in coordination with the creative agency to develop ideas for trade activation &
excitement.
 Develop trade letter constructs & themes for in house competitions.
 Planning & executing of on ground activations to connect to TG & negotiate visibility of
brands with min resources.
 Handle A&M budget of INR 120 million.
 Manage & report all relevant brands spend & ensure to be within budgets to achieve the
business objectives.
 AC Nielsen share analysis for all brands & packs & initiate corrective actions.
 Contribute to annual sales & marketing plan by identifying growth drivers and initiating
plans including specific objectives for growth, share gain, distribution & volumes.
 Effective Vendor Management.
NOVARTIS INDIA LTD.OTC – (Aug’01 to Nov’08)
Designation: Business Executive & then Area Business Manager

Responsibilities:
 Achieving Sales Targets through Primary & Secondary Sales Management.
 Motivating & Leading a team of 12 Business Executive.
 Monitor and control the activities of the assigned area sales team, in order to achieve the
annual and long term sales and market share objectives.
 Build & strengthen relationships with key accounts, medical fraternity, & opinion leaders
 Implement marketing activities such as camps, retailers/consumer meets, CME for
enhancing brand awareness and visibility resulting in increased sales.
 Ensure proper merchandising & effective utilization of POS materials.
 Identifying and networking with financially strong and reliable channel partners, resulting
in deeper market penetration and reach (this includes monitoring stockist’s performance
and recommending stockists for fresh appointment).
 Provide direction, motivation and training to the field sales team for ensuring optimum
performance.
 Responsible for recruiting, mentoring & training personnel to deliver quality services in
market.

Achievements

 Achieved 102% for the year 2006 & 105% in 2008.

 Nominated for PAT award for innovatively promoting Otrivin C.
 Best Metro team award 2001.
 Achieved 111% of the target in 2005 highest in the country by any Metro team.
 Received STAR award for effective management of IPL in 2010.
 Received STAR award for proficient management of World Cup activation in Maharashtra
& managing the finals in Mumbai in 2011.
 Received the Best Marketer in award for WEMU in 2011.
 Awarded the Best Marketing Team in India Region for 2011.
 Selected to attend PepsiCo Leadership academy at MDI Gurgaon.
 Successfully launched Dukes Brand extension.
 Innovative thematic activation during Ganpati festival of Dukes Mangola which lead to the
highest growth in 5 years (60%).
 Developed & executed the Model outlet program for eateries channel which became the
Pillar of success for 2012.
 Ideated & developed the construct of the trade program & creative for trade letter of
Dukes Soda for Bars, which engaged a total of 2000 bars which resulted in 5.5% share
gain during the promo period & cracked 173 Coke monopoly accounts.
 Conceptualized & successfully executed the Juice festival campaign which lead to a
growth of 188% during the promotion period.
 Briefed the merchandiser team with the display expectations through outlet simulation,
thereby bringing in uniformity in display across the outlets.
 A massive sampling activity carried over 6 weekends in 86 outlets generating more than
63000 consumer trials.
 Provided ATL support to the Juice festival with extensive Radio announcements during
prime times.
 Developed the Brand Architecture of the organization.
 Successfully launched Frutina in the premium juice category.
 Distribution Expansion in Mumbai from 12,000 to 14,000.
 Won “Corn Banega Yodha” contest in the region.

I.T.Skills

Computer Basics,Ms-Office,Operating System.

Academic Credentials
 Masters in Marketing Management from Mumbai University.
 B.Sc. from Mumbai University.

Personal Details
Present Address: A-405, Neelkamal C.H.S, Plot No -17, Sector -5, Ghansoli - 400701
Date of Birth: 27th February 1980
Languages known: English, Hindi, Marathi & Bengali