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ANSHUL BATRA

SENIOR MARKETING PROFESSIONAL


Senior Brand Strategist with 9 years of experience in synergizing business,
marketing and creative goals towards building brands and growing market share

Location Preference: Delhi NCR/ Metro Cities

batranshul@gmail.com +91 9871122441

Profile Summary
 Conceptualized & implemented brand marketing strategies for various National & International brands
 Go-to-Market execution specialist with focus on driving business growth & profitability
 Recognized as Multi-category NPL Specialist with focus on Marketing and S&D
 Brought a paradigm shift in the organization’s way of Generating business; achieved this through a targeted strategy
involving digital marketing, thought leadership, and event marketing
 Gained extensive international experience by working across South East Asia, Middle East, Africa, Europe & South
America across different product categories
 Revenue accelerator who delivered the revenue growth worth 400% in Tupperware Bangladesh. Spearheaded
marketing for Tupperware Bangladesh start-up business worth over INR 5 cr. (in year 1)
 Resourceful in streamlining operations for effective delivery of solutions
 Strengthened brand positioning and credibility with strategic capability to resolve critical business problems in quick &
cost effective manner leading to positive results for the organization
 An effective leader and negotiator with capabilities in directing, leading, training & motivating large workforce

Skill Set
Category Management Brand Planning & Extensions New Product Development & Product
Lifecycle Management

Integrated Marketing Campaigns GTM planning & Execution Creative conceptualization &
Development

Budgeting & Cost Control Digital Marketing & Business Stakeholder Engagement (Client/
Development Business)

Career Timeline

Apr’09 –Aug’10 with Future


Since Mar’14 with
Group, Gurgaon as Asst.
Godfrey Phillips India,
Manager, Business
Delhi as Senior Manager -
Development
Marketing

Sep’10- Feb’14 with


Tupperware India, Gurgaon
& Dhaka as Manager,
Marketing | Emerging
Markets (Asia Pac)

Work Experience
Since Mar’14 with Godfrey Phillips India, Delhi as Senior Manager - Marketing
Growth Path:
Mar’14-Mar’17: Manager Marketing
Since Apr’17: as Senior Manager - Marketing
Key Result Areas:
 Ensuring achievement of value & volume targets in co-ordination with the sales team for Cavanders brand across India.
 Manage the Cavanders brand portfolio in terms of franchise expansion and offer development for new SKU’s
 Managing diversified portfolio for International markets – Middle East, Africa, Far-East, Europe & Latin America
 Working in coordination with Designing & Market Research agencies for business development & marketing projects
 Managing of mid to large scale product launch events, and exhibitions with various stakeholders
 Directly managing all Digital marketing efforts, including organic search, paid search, and social media marketing

Significant Accomplishments:
 Standardized brand identity by implementing branding guidelines on design using new age digital tools such as Social
Listening to gather consumers insights
 Created and implemented 360 brand awareness campaign for the launch of Symphony Tea in Oman that increased sales
and ultimately profit margins by 50% over a 18 month time period
 Managed and enhanced profitability, growth and image of multiple Cigarette brands including Jaisalmer, Originals &
Business Kings making them a 800 cr. franchise within 3 years
 Streamlined the process of new business development & enabled business transformation
 Drove a project to enable Sales Managers getting quality qualified leads digitally, that attained been nearly INR 10 cr. for
the company for FY 2018
 Added new product line (Rolling Tobacco) to the company’s portfolio, that opened new avenues of growth in International
markets & in 1st year has returned around 20cr. net margin to the company

Sep’10- Feb’14 with Tupperware India, Location as Manager, Marketing | Emerging Markets (Asia Pac)
Growth Path:
Sep’10- Jun’11: Asst. Manager, Product Development
Jul’11- Feb’14: Manager, Marketing | Emerging Markets (Asia Pac)

As Manager, Marketing | Emerging Markets (Asia Pac)


Key Result Areas:
 Realigned the product strategies for attaining the quarterly goals and stabilizing the overall business
 Developed 12 months roadmap of the product portfolio as well as the marketing initiatives that the company would take to
enable successful in-market launch of all new products throughout the year
 Developed and rolled-out winning product management strategies that augmented profitability & business development
 Administered media planning & budget allocation between ATL & BTL channels

Significant Accomplishments:
 Formulated new market entry strategy & P&L management and reached the untapped market of South East Asia
 Drove revenue and related forecasting through information gathered from sales and cross-functional teams for the assigned
product portfolio
 Used the Product Diffusion Curve to assess target segment for product of the 200+ SKUs basis its stage in the lifecycle;
crafted the appropriate marketing message for the identified segment
 Owned 3-4 mid to large scale events across the year
 Managed communication across multiple media including sales collateral, presentations, direct/e-mail, website, social
media, events/tradeshows

As Asst. Manager, Product Development


Key Result Areas:
 Directed the planning and forecasting the production basis the expected demand of the market
 Delivered complete ownership of the catalogue business, its creative ideation, and analysis of product sales
Significant Accomplishments:
 Played a key role in the development of short and long-term strategic plans including annual business plans, media, product
development & innovation pipelines for India Sub-continent Market worth INR 1,000 cr. in 2011
 Conferred with “Shining Star of the Year” award for 2011-12 at Asia Pacific meet 2012 for contribution to new business
 Developed the end-to-end selling strategy for Tupperware lifestyle brand “ULTIMO”
 Successfully launched the Tupperware Aquasafe Bottle, which was recognized as product of decade for Tupperware
Apr’09 –Aug’10 with Future Group, Gurgaon as Asst. Manager - Business Development
Significant Accomplishments:
 Managed launch of a new product like Shampoo, Conditioner, Face-wash, Body-wash, Female Sanitary Napkins, Baby
Diapers, Razors, & Oral Care categories, with respect to their product range selection, price points, packaging and business
strategies – under FACES brand name
 Operated as Brand Care-Taker for in-house kids accessories brand ‘First Thoughts’
 Devised and executed trade marketing strategies with focus on achieving defined business objectives for Faces FMCG
brands; FACES Essentials, & FACES Skin Care
 Created product proposals for various categories which were accepted by Head of Future Group
 Recommended by CEO for Health & Beauty, Future Group and other business associates on my performance on professional
networking platform LinkedIn
Internship
Organisation: Dabur India Ltd.
Period: Apr’08-Jul’08
Health & Beauty – Logistics: Captured a snapshot of the Indian retail scenario and analyzed the personal care products market
in India. Made projections for the sales & market share of the new brands Ahava from Israel, & Bull Dog from UK. Proposed a
competitive pricing structure for the products that would be suitable to the Indian markets.
Health & Beauty - Beauty Salon: Proposed a pre-launch promotion plan for the beauty services. Developed the USP which
differentiates H&B Beauty Services business from competition. Conducted customer surveys to capture the behavior and
spending habits of the target audience.

Education
 PGDM-FT from IMT, Ghaziabad in 2009 with CGPA 6.47/ 10
 B.Tech. from Jaypee Institute of Information Technology University, NOIDA in 2007 with 75%
 12th from Delhi Public School, New Delhi, CBSE in 2003 with 77.60%
 10th from Bishop Conrad School, Bareilly, CBSE in 2001 with 79.40%

Academic Projects
Organisation: Grasim Industries Ltd., Consumer Products Division
Project: Retailer Behavior and Supply Chain of FMCG Companies
Description: Coverage of two regions, West Delhi and Gurgaon to prepare stockist information database (parties,
contact person with deciding powers & their contact nos.). Interview retailers regarding their
expectations from the company and the market opportunity for the new product (KARA wet wipes).
Conduct an overall survey and identify potential channel partners for effective distribution of their new
product. Proposed a suitable supply chain model based on study of models of other F.M.C.G. companies

Organisation: Lifestyle Foods Ltd.


Project: Live Project on Business Development Plan for Setting up An Organic Food Company
Description: Thorough market analysis and scope of the organic food market in India
Conduct a detailed study of the business models of competitors, and thereby propose a feasible model
for the company. Interview officials of various boards, government agencies and NGOs to enquire about
norms and regulations to run the business, and to successfully procure the raw materials.
Recommendation regarding opening up of retails stores and branding of the organic food products

Organisation: Coca Cola India Ltd.


Project: Project on Increasing the Consumption of Coke Amongst Urban Users
Description: Conducted interviews to identify occasions of consumption of various aerated drinks. Analyzed the
current marketing strategy of Coke for urban India. Identified opportunities by filling in the unplugged
gaps to increase consumption

Extracurricular Activities
 Participated in the child rights and protection program, dedicated to the Recognition and Response to Child Abuse, hosted
by UNICEF, 2008
 Member of the Organizing Committee of the sports fest “Chakravyuh’08” at IMT, Ghaziabad, 2008
 Successfully completed first level in Spanish Language from Instituto Hispania, New Delhi, 2008 and first level in certified
Salsa and Marengue dances from Ballatino Dance Studios, 2008

Academic Achievements
 Academics:
o Selected for the finals in Case Presentation competition on Mutual Funds as an Investment Option for Retail
Investors, organized by ICICI Prudential Asset Management Company Limited, 2008
o Qualified for the final stage (All India) in the Indian National Olympiad in Informatics, 2002
 Honored by:
o IMA on World Environment Day for extraordinary contribution to the society, 2008
o IMA for contribution towards the successful execution of the Polio Eradication Drive, 2005
o For contribution to the Rural Literacy Program, 2005

Personal Details
Date of Birth 19th October 1984
Permanent Address: R-1/A, Rampur Garden, Bareilly- 243001, Uttar Pradesh
Current Address: House No. 97, Pocket D, Mayur Vihar Phase-2, New Delhi-110091