Amrit Pathak
Deputy General Manager - Marketing
Mumbai
Summary
Marketing manager with 12+ years of experience in conceptualizing and driving initiatives in Brand Management, Strategic Marketing, Digital Marketing and Category Management with P&L responsibility. Currently working at JSW Paints (May 2021 - Present) driving Product categories. Past work experience at Asian Paints (Sept 2014 - Apr 2021) and Godrej (June 2012 - Aug 2014).
Overview
13
13
years of professional experience
6
6
years of post-secondary education
2
2
Certifications
Work History
Deputy General Manager, Category Marketing
JSW Paints Ltd.
10.2024 - Current
- Marketing management for 150+ Cr. Portfolio of B2C products - Putty, Textures, Painting tools and Decorative paints for Large User businesses.
- Launched 5 new products and Category value drive initiatives.
- Leading brand management aspects like product positioning, trade schemes, BTL marketing to drive category growth.
- Managing the New Product development process including Design inputs, coordination with key stakeholders R&D, Supply chain and Sales team.
- Driving category-level gross margins, product prices & profitability increase initiatives.
- Development and roll-out of retail marketing elements like collaterals, marketing guides, brochures etc.
- Continuously monitoring customer feedback, insights and complaints, conducting competition benchmarking, market trials and sampling.
Deputy General Manager, Consumer Marketing
JSW Paints Ltd.
04.2023 - 09.2024
- Launched Home Painting business for JSW Paints and designed the Go-to-market initiatives. Scaled the brand to 50+ cities across India generating a business of 100+ crores annually.
- Development and management of customer value proposition, differentiators, brand design and marketing communication elements for the category.
- Growing month-on-month sale by 10%+ and driving Average Order Value through BTL, Digital lead generation and Customer activations.
- Managing Customer acquisition costs and Cost per lead as per target
- Category management of Luxury & Premium products to drive contribution above 50 Cr through the service brand to achieve P&L objectives.
- Creation of SOPs, training modules for the field team to achieve CSAT of at least 70%.
- Led a team of 2 Senior Managers and 200+ field executives including incentives, skill and career programs.
- Development of Digital Apps & tools like Color-on-wall visualization for Customers and Sales force automation.
Assistant General Manager, Marketing
JSW Paints Ltd.
05.2021 - 03.2023
- Designed and launched the Influencer Loyalty program representing 400+ Cr in sale.
- Driving the sale of Focus products through top-tier of Retailer network through strategic initiatives.
- Development of tier benefits and rewards & recognition programs to drive the network towards sale objectives.
- Driving the related events and engagement programs like International trips and meets.
- Managing the overall input of the program to management within budget allocations.
- Monitoring the performance and retention of the network to improve the loyalty program.
Marketing Manager - International Business
Asian Paints Ltd.
08.2019 - 04.2021
- Developed and launched 7+ New products, achieving value generation of 90+ Cr. in Bangladesh and Nepal markets through strategic marketing initiatives.
- Category management for Premium and Luxury products with business value of 200 Cr+ (Emulsions, waterproofing etc.), achieved 5% increase in their market share through targeted campaigns.
- Managed media campaigns including Print & Digital to achieve 14% boost in monthly product sales
- Spearheaded the launch of WeAssure, a CRM-based Customer Centricity brand, propelling NPS by 5% across 10+ countries in International Business Units.
Brand Manager - Project Sales
Asian Paints Ltd.
08.2018 - 07.2019
- Managed Professional Painting brand for Large key customers - Asian Paints Landmark Societies and Influencer program.
- Implemented Digital & Print lead generation programs targeting specific segments like CHS, Builders, and Factories to drive customer acquisition
- Led the Largest Loyalty program in the industry - Golden Brush Applicators, engaging 5000+ Applicators
- Revamped the Influencer program to simplify the product schemes and maximize engagement & participation
Area Sales Manager - Project Sales
Asian Paints Ltd.
04.2017 - 07.2018
- Managed and grew the Project sales business to 40 Cr+ in Rajkot region, achieving a growth rate of 30%+.
- Secured the Highest sales in the Zone by acquiring Large accounts in Builder, Government, Factories etc.
- Implemented Network development initiatives including New Retailer opening, Contractor activations and Architect & Interior Designer collaborations.
Assistant Brand Manager - Retail
Asian Paints Ltd.
09.2014 - 03.2017
- Managed a network of 60+ modern retailing stores - Asian Paints Color Ideas, leveraging product and color consultancy to drive sales growth by 20% in Premium product categories.
- Implemented Local area marketing and BTL initiatives to increase footfall at stores and generate leads.
- Designed and executed innovative store concepts, retail experience elements, Point of sale merchandising and collaterals, enhancing the brand's visual identity and customer experience.
Manager - Sales
Godrej and Boyce Mfg. Co. Ltd.
06.2012 - 08.2014
- Managed sale of Appliances to Institutional customers and Key Accounts like Otis, Indian Navy, IISc etc.
- Business development initiatives resulting in 15% increase in revenues and 10 Cr. in New business.
Education
MBA - Marketing
Symbiosis Institute of International Business
Pune 04.2010 - 04.2012
BE - Electronics
Shah And Anchor Engg. College
Mumbai 04.2005 - 06.2009
Skills
Category Management
Brand Management
Product Management
Retail Marketing
Service Marketing
Digital Marketing
Certification
Columbia Business School, Digital Marketing: Customer Engagement, Social Media Planning & Analytics, 04/01/22
Timeline
Deputy General Manager, Category Marketing
JSW Paints Ltd.
10.2024 - Current
Deputy General Manager, Consumer Marketing
JSW Paints Ltd.
04.2023 - 09.2024
Assistant General Manager, Marketing
JSW Paints Ltd.
05.2021 - 03.2023
Marketing Manager - International Business
Asian Paints Ltd.
08.2019 - 04.2021
Brand Manager - Project Sales
Asian Paints Ltd.
08.2018 - 07.2019
Area Sales Manager - Project Sales
Asian Paints Ltd.
04.2017 - 07.2018
Assistant Brand Manager - Retail
Asian Paints Ltd.
09.2014 - 03.2017
Manager - Sales
Godrej and Boyce Mfg. Co. Ltd.
06.2012 - 08.2014
MBA - Marketing
Symbiosis Institute of International Business
04.2010 - 04.2012
BE - Electronics
Shah And Anchor Engg. College
04.2005 - 06.2009
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