ABHISHEK PAL
Brand Manager, Harpic
Gurgaon
Summary
Performance focused business manager with 6 years in consumer marketing. I have worked on brand across surface care, air-care & shoe-care, managed supply chain across Hungary, Malaysia & China and done sales across Reckitt’s largest territories in Maharashtra. The fastest growing Brand Manager in 2021, I have also been awarded the Best Brand Manager in 2019 and No.1 ASM in 2018. I am also a nano-influencer with @frustrated_salesman, a page that was made to inspire others to appreciate and enjoy sales through humor.
Overview
6
6
years of professional experience
Work History
Brand Manager
11.2021 - Current
- Lead brand strategy, innovation, and P&L for Harpic Bathroom Cleaner (20MN USD)
- Leads media planning and media mix management for Harpic Bathroom managing ad spends of 5MN USD across TV & Digital
- Manages 1.5MN USD digital spends across platforms like DV360, Amazon DSP, YouTube & Facebook
- Responsible for designing and launching all marketing program for brand
- Marketing lead for user and attitude research, strategic 3Y planning for Harpic Bathroom in Reckitt’s largest market
- Lead on Harpic Website Development for India
- Launch lead for Toilet Sanitizer and cross category expansion for Harpic
- Leads communication development with creative partner- Havas group.
Reckitt India
06.2016 - Current
- Curricular achievements
- Elected by batch as Senior Executive Member, Marketing Association (MAXI) and successfully organized India’s biggest disguised marketing event, MAXI Fair
- Member of Debating Team of 4 students sent on Fully Sponsored Study Trip to UK by the British High Commission achievements & Initiatives
- Awarded Best Research Project on Civil Engineering on Concrete Structures in collaboration with IIT Guwahati
- Founding team member of VoxPop, the biggest National Debating Event, Jadavpur University, Kolkata as the Student Body Head – Jadavpur University Debating Society
- Co-Founded a Social Service Group for underprivileged students called Muskaan, aiding over 2000 underprivileged children through a subscription model for college goers in Kolkata
- ProfESSIONAL EXPERIENCE
Brand Manager
Colin
Cherry
05.2019 - 11.2021
- Responsible for creating brand strategy for a 50MN USD portfolio and led P&L and innovation pipeline across categories of surface care, shoe care & air care
- My team and I have launched 7 NPDs in 2021 for Reckitt on my portfolio and delivered an YTD growth of 34% on NR on the back of innovations and base business, making us the fastest growing portfolio in the organization
- Designed Colin relaunch from executive buy-in to post launch optimization with brand new packaging and improved formulation to provide 99.9% germ removal in Jan'21 basis consumer context post COVID19
- Developed innovative and path-breaking media communication with creative partner- McCann group on "Shine On, Germs Gone" copy
- Executed 360 launch campaign with TV, Digital, to drive awareness
- Lead 3Y growth portfolio strategy and redesigned brand architecture and packaging for Colin
- Designed and launched Colin Gadget Cleaner on Ecommerce with new packaging and specialist formulation to Zero Damage Guarantee on Gadgets
- A) End to end project design from concept tests to manufacturing and in market excellence planning on NPD b) Led communication development with creative partner- McCann group c) Executed 360 launch campaign with Digital campaigns to drive awareness
- Launched Airwick Essential Mist on Ecommerce entering completely new category in Aircare
- Responsible for designing Reckitt’s first E-comm only launch plan
- Managed supply chain and vendors across Hungary, China & India to optimize gross margin by 100%
- Led communication development of A+ Content on Amazon
- Executed launch campaign with Uber to drive trials
- Launched Airwick Esscente Gifting Box on eComm entering completely new gifting category in Aircare
- End to end project management from pack tests to manufacturing and digital asset creation
- Featured in Amazon Case-study (Best A+/B+ Content)
- Build 20 MN INR gifting business at launch to drive 5%+ incremental NR on brand in Y1
- Developed and launched Cherry Sneaker Cleaner to cater to all kinds of non-leather shoes given consumer context and changing fashion trends a) End to end project management from concept tests to manufacturing and in market excellence planning on NPD
- Awarded Best Brand Manager Award in RB, 2019 for exemplary business performance on Colin, delivering all business KPIs.
Area Sales Manager
South Maharashtra
05.2018 - 04.2019
- Handled top line of 180 crores for RB HyHo, with a team of 3 Area Sales Executives, 7 Territory Sales Executives reporting directly and 35 indirect reports
- Delivered 17% GOLY between May 2018 –
Area Sales Manager
West
04.2017 - 04.2018
- Handled top line of 150 crores for RB, with a team of 2 Area Sales Executives, 5 Territory Sales Executives reporting directly and 35 indirect reports
- In charge of DB liaison, Go to Market Strategies, Demand & Supply Management, Key-Brand Priorities and manage new product launches.
- 1 1
- 2019
- Rank 1 for H1’18, amongst 45 ASMs nationally, basis business delivery and distribution KPIs for entire portfolio
- Rank 2 for H2’18 amongst 38 ASMs nationally, basis business delivery and distribution KPIs for entire portfolio.
Education
XLRI Jamshedpur
Bachelor’s - Civil Engineering
Jadavpur University
Skills
Brand ManagementUser ResearchDigital MarketingMedia Mix ManagementP&L Management & NegotiationStrategic PlanningSales Operations & LeadershipInnovation Pipelining
Category growth
Margin monitoring
Timeline
Brand Manager
11.2021 - Current
Brand Manager
Colin
05.2019 - 11.2021
Area Sales Manager
South Maharashtra
05.2018 - 04.2019
Area Sales Manager
West
04.2017 - 04.2018
Reckitt India
06.2016 - Current
- 1 1
XLRI Jamshedpur
Bachelor’s - Civil Engineering
Jadavpur University