ADITYA BASRUR
CUSTOMER MARKETING MANAGER - ECOMMERCE
Mumbai
Summary
Sales & marketing professional with 10 years of multi-category experience in building & scaling-up E-Commerce & Modern Trade business for top FMCG/FMCD companies.
Overview
14
14
years of professional experience
12
12
years of post-secondary education
Work History
Customer Marketing Manager – Personal Care
Marico Limited
Mumbai
08.2024 - Current
- Led portfolio/ brand scale-up and execution across all E-commerce formats growing offtakes by 30%+ YoY & 200bps MS gain
- Managed overall Promo & Media (On Platform Search & Display) budgets, optimizing spends and driving up higher efficiency
- Led the AMS strategy for core & new brands driving up improved ROAS and higher salience of organic vs paid
- Led NPD launch of Parachute within Baby category and grew it to 1Cr/month RR brand on E-commerce
- Created a more robust demand planning process working closing with KAMs and demand planning team (OOS%
- Designed multiple customer trial generation & retention campaigns/programs for both core & new brands
National Key Account Manager – Amazon (FBA & Fresh) & Beauty Platforms
Marico Limited
Mumbai
09.2022 - 08.2024
- Managed Platform P&L achieving 23%+ topline growth & share gain across top categories
- Worked on platform AOP build-up and closure of platform-wise JBPs, with highest ever JBP closed in top accounts
- Revived Beauty platforms by 3x by improving RTM, In-stock %, PDP improvement and effective media deployment
- Scaled-up Foods portfolio by 35% by sampling, driving large packs & combos for Honey, Oats & Peanut Butter & Mayo
- Improved Hair Oils & Serum MS on beauty platforms by 200bps & 720bps respectively vs PY
- Worked closely with CMM to drive up improved AMS on key brands driving up brand share of category GVs
Director – Marketplaces
KAPIVA
Mumbai
01.2022 - 07.2022
- Managed channel P&L with a focus to achieve improved CM1% ad optimized advertising spends
- Led overall therapy (category) strategy with key focus on gaining share & BSR on platform
- Responsible for Performance marketing (AMS & FK Ads) planning, execution and optimization to drive top of funnel & scale-up NTB
- Led new product launches within Personal care and created a launch playbook to be used as an execution guide
Senior - Ecommerce Manager – Flipkart Group
NIVEA INDIA
Mumbai
04.2021 - 01.2022
- Managed platform P&L for Flipkart Group, achieving a 50%+ topline growth & share gain of +100bps vs 2020
- Led Category Management, Budgeting, Demand Planning focused on scaling category wise share
- Launched new products & combos, related campaigns, and pricing strategy on marketplaces
- Undertook campaigns on marketplaces including search led campaigns via CPC, display led campaigns via CPM, cross category combos, target coupons, portfolio level cash-backs, contests, sampling
Key Account Manager – Ecommerce
ABBOTT NUTRITION INTERNATIONAL
Mumbai
01.2020 - 03.2021
- Responsible for driving topline & bottom-line across formats delivering ATH monthly sell-in (2x vs H1 avg.) and 103% Ach vs 2019
- Led the E-comm Trade strategy closure for 2021 by integrating Trade & Brand plans to create robust 2021 roadmap
- Revived E-pharmacy channel by curating the assortment, activating targeted assets & improving FR leading to 100% growth vs H1
- Championed immunity specific display & search campaigns growing Q3’20 off-takes by 30%+ vs Q1’20
- Executed retention specific activations with curated loyalty campaigns to generate trials to brand and drive upgrade to large packs
- Planned & executed strong participation during key event days (GIF & BBD) driving a MoM growth of 75%+ vs BAU months
Key Account Manager – Modern Trade
ABBOTT NUTRITION INTERNATIONAL
Mumbai
08.2018 - 01.2020
- Responsible for driving topline & bottom-line for accounts contributing to 25% of overall MT business growing at 9%+ YoY
- Grew Pharmacy channel by 8% with share gain across, Toddler 36% (+1%), Adult 40%+ and Infant Formulant 19% (+3%)
- SKU rationalization & region-specific assortment b) Strategic interventions in Toddler & Adult category
- Built a strong base in Hyper & Super format with a 15% & 24% growth respectively with an improved share gain across channel
- Executed robust JBPs b) Built advocacy by creating Health & fitness corners c) Utilized Nielsen scan-track dashboard to understand and execute channel specific strategies
- Received an EE (Exceeds Expectation) rating for achieving the scaling up ecommerce to a 100Cr revenue business
- Awarded the Trade excellence award 2020 for improving Pharmacy secondary & for successfully leading research-based projects
- Led a shopper behavior project in Hyper/Super with IPSOS which won the Golden Key Award for detailed shopper understanding
Assistant Manager – Modern Trade - Key Accounts
MATTEL TOYS (INDIA) PVT LTD.
Mumbai
07.2016 - 08.2018
- Managed 3 top key accounts Shoppers Stop, Trent Group, Crossword with a business turnover of 11Cr
- Devised a robust forecast mechanism for accounts for FY16/17 and FY 17/18 and obtained a 92% planning accuracy
- Executed consumer promotions monthly to drive off-takes and increase brand awareness which led to a spike of 45%
- Executed Trade marketing plans such as In-store activations/ Mall Activations/ Movie Merch
- Launch increasing brand salience
- Played an integral role in reviving business relationships in the south and helped rebuild the Toys/Games category
Assistant Manager – Consumer Products - Licensing
MATTEL TOYS (INDIA) PVT LTD.
Mumbai
07.2015 - 06.2016
- Managed Soft-lines Category with business turnover of 42Cr (Off-takes), Royalty Value 3.5Cr and grew the category by 27%
- Launched 3 new products in the Barbie and Hot Wheel franchise
- Worked in partnership with Creative Manager to direct and manage all facets of local product development including concept development, legal/corporate approvals, pre-production, packaging
Business Development – Mobile & Mobile Accessories
FLIPKART INDIA PVT LTD.
Mumbai
07.2011 - 11.2012
- Managed top brands such as Samsung, HTC, Motorola and drove tactical and strategic interventions
- Executed margin negotiations & promotion planning with brands & vendors including monetization by selling online space
- Launched Landline Phone category at Flipkart contributing INR 1 Cr monthly sales within 6 months of launch (FY12)
- Introduced handset brands like Maxx, Dell, Celkon, Byond, Spice, and over 30 key accessory brands to the accessory portfolio
- Received EE rating for playing a pivotal role in the growth of the Mobiles category
Education
PGDM - Marketing
K.J Somaiya Institute of Management Studies And Research
Mumbai 06.2013 - 04.2015
Bachelors of Engineering (BE) - Electronics
Mumbai University, Datta Meghe College of Engineering
Mumbai 04.2001 - 06.2011
Skills
- MT & E-Commerce Channel Management
- Key Account Management
- Category Management
- P&L Management
- Business Planning & Delivery
- Performance Marketing
- Team Management
Activities
Convener - Interface, Marketing Committee of SIMSR
Head Corporate Communications – SIMSR, responsible for getting Castrol as the Event sponsors.
Participated in the 48th National School Games held at Bangalore representing Goa state.
State Champion in 100mts and 200mts Sprint at multiple Goa State level competitions.
Represented Mumbai in the District Level Championships and won the 4x100 mts relay.
Timeline
Customer Marketing Manager – Personal Care
Marico Limited
08.2024 - Current
National Key Account Manager – Amazon (FBA & Fresh) & Beauty Platforms
Marico Limited
09.2022 - 08.2024
Director – Marketplaces
KAPIVA
01.2022 - 07.2022
Senior - Ecommerce Manager – Flipkart Group
NIVEA INDIA
04.2021 - 01.2022
Key Account Manager – Ecommerce
ABBOTT NUTRITION INTERNATIONAL
01.2020 - 03.2021
Key Account Manager – Modern Trade
ABBOTT NUTRITION INTERNATIONAL
08.2018 - 01.2020
Assistant Manager – Modern Trade - Key Accounts
MATTEL TOYS (INDIA) PVT LTD.
07.2016 - 08.2018
Assistant Manager – Consumer Products - Licensing
MATTEL TOYS (INDIA) PVT LTD.
07.2015 - 06.2016
PGDM - Marketing
K.J Somaiya Institute of Management Studies And Research
06.2013 - 04.2015
Business Development – Mobile & Mobile Accessories
FLIPKART INDIA PVT LTD.
07.2011 - 11.2012
Bachelors of Engineering (BE) - Electronics
Mumbai University, Datta Meghe College of Engineering
04.2001 - 06.2011
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