Abhishek Raj
Overview
15
15
years of professional experience
Work History
AMEA COE Lead – RTM & Perfect Store (Modern Trade)
Mondelez
04.2022 - Current
- Strategize and shape up the architectural framework of RTM strategies across AMEA
- Identifying RTM/PS white spaces and working with countries towards higher revenue extraction
- Influence CXOs and other stakeholders to build ‘RTM of the future’ through eRTM/eB2B channels
- Build right capabilities to enable the countries achieve cost efficiency in sales operating models
- Collaborate with different countries to provide technology inputs on cross functional projects
- Optimized strategic assortment planning by leveraging Data Analytics – Project MARCO POLO
- Led creation of Coverage expansion tool boosting Direct Reach by 500k stores (+0.5% sales)
- Pioneered the DIGIMAC: Established and formalized digital capability assessment framework
- Developed RTM E2E assessment framework to enhance market efficiency in creating AOP
- Created playbooks to improve market engagement with WS (+2% WS sales in pilot market)
- Introduced Microschemes by leveraging SKU recommender- Added cost savings of +2%
- Developed process for defining & tracking PIOS: +10% SOS Index| +3% sales
Lead- GTM & GT RE Mgr / RSM -West (Interim)
J&J Consumer
01.2020 - 04.2022
- Leading a team of 4 managers for National Route-to-Market,in-store excellence,Sales IT & GT RE
- Designing and implementing Digital roadmap/automation of Order to Cash Cycle(GT Channel)
- Owner of trade / BTL spends– handled BTL spends of 150 cr to deliver topline of 1500 cr
- Driving assortment and distribution through agile and efficient GTM models
- Added responsibility of Region Sales Manager – West leading 4 ASMs & 630 Cr (+7% FY’21)
- Led assortment through SKU recommender tool: +3% LPS
- Driving region wise top SKUs through optimized trade spends: +7% QoQ
- Led Price Pack architecture in GT channel. Added +2cr to bottom line
- Launch of Trade Spends Optimizer tool (TPO) – Cost savings of +3 cr with +GP of 2%
- Led rural distribution expansion in 650 villages resulting in 2% incremental turnover in 2021
- Improved Promoter store profitability through efficient manpower deployment: +30% ROI
- Driving business in West through Rural Expansion & Split Category RTM Models (+5% QoQ)
Regional Sales Development Manager
Reckitt Benckiser
06.2018 - 01.2020
- Managed regional GTM P&L for projects including productivity, capability building and efficiency
- Additional responsibility of managing Chennai Metro ASM
- Trade Marketing- Claim management/activation/product launch of MNJ/Non-OTC portfolio
- Revamped pharma channel- incremental revenue of INR 70 lacs per month through resellers
- Direct Coverage Expansion by 3000 new stores in Chennai leading to 2% incremental revenue
- Introduced 9-box assessment grid of sales representatives across South
Area Sales Manager - Pune
Reckitt Benckiser
09.2017 - 05.2018
- Managed sales operations of annual revenue INR 216 Crores through team of 10 executives
- Responsible for driving fill rate and visibility in MT and GT
- Led sales growth of 32% in OTC category and 1.5% gain in market share in H1’18
- Fastest growing ASM in the West region for RB at 16% YTD’18 growth
- Promotion to Regional Sales Development Manager South in May’18
Area Sales Manager (Jharkhand/WB )
GSK Consumer
04.2016 - 09.2017
- Worked in both Rural and GT channel in Jharkhand and West Bengal of annual revenue INR 120 Cr
- Ensured achievement of revenue along with billing efficiency and total lines billed
- Increased Sensodyne market share to 10% from 8% in Oral care category in Q3’17
- Initiated idea of “Iodex Point” & “Eno Dhaba” in Jharkhand (2% incremental sales)
- Retail growth at 17% in 2017 over previous year
- Best trade area in distribution of Horlicks Sachets in Aug’16- increased Q2 distribution by 70%
Area Sales Manager (Delhi)
Vodafone India
06.2013 - 03.2016
- Managed channel partner operations (3400 outlets) of annual revenue INR 120 Crores
- Led a team of 90 sales executives, 5 channel managers and 7 distributors
- Awarded Rank 1 in “Best ASM” category among 16 for Quarter 1 2015 in the Delhi/NCR circle
- Top 2 among 16 clusters in consistent acquisition leadership (23%) since Jan’15 in Delhi
- Rank 1 in promoter productivity per outlet in Delhi from Apr’15 to Dec’15.
- 5% revenue growth in Q1 2015 and turned 11 LUT sites EBITDA positive (traffic>35 Erlangs)
- Highest net acquisition and highest revenue (INR 20 lacs) by mpeza utility bill payment
- Awarded “Red City” for maintaining leadership over maximum cell sites in the Delhi Circle
Assistant Systems Engineer
Tata Consultancy Services
11.2010 - 06.2011
- Worked as a Data Analyst for TCS client British Telecom
- Coordinated offshore activities of planning, execution and delivery with Onsite Lead
- Worked in Toad on SQL platform to provide business solutions to client
- Team Appreciation award for increasing the customer satisfaction by automation
- Initiated and Implemented the idea of ‘runbook’- reduced workload by 32%
Education
MBA-FT - Marketing
FMS, Delhi
01.2013
B.Tech - Computer Science
Techno India, Kolkata
01.2010
AISSCE - Science
Delhi Public School, Dhanbad
01.2006
SSC - General
De Nobili School, Dhanbad
01.2004
Skills
- Friendly, positive attitude
- Teamwork and collaboration
- Sales Strategy
- Problem-solving
LNGG
Hindi
English
Hobbies and Interests
Futures and Options Stock trading, PS4 Games
Timeline
AMEA COE Lead – RTM & Perfect Store (Modern Trade)
Mondelez
04.2022 - Current
Lead- GTM & GT RE Mgr / RSM -West (Interim)
J&J Consumer
01.2020 - 04.2022
Regional Sales Development Manager
Reckitt Benckiser
06.2018 - 01.2020
Area Sales Manager - Pune
Reckitt Benckiser
09.2017 - 05.2018
Area Sales Manager (Jharkhand/WB )
GSK Consumer
04.2016 - 09.2017
Area Sales Manager (Delhi)
Vodafone India
06.2013 - 03.2016
Assistant Systems Engineer
Tata Consultancy Services
11.2010 - 06.2011
B.Tech - Computer Science
Techno India, Kolkata
AISSCE - Science
Delhi Public School, Dhanbad
SSC - General
De Nobili School, Dhanbad
MBA-FT - Marketing
FMS, Delhi