Akash Singh
Mumbai
Summary
Growth focused FMCG leader with 12+ years of Experience across sales, Modern Trade, E-com,Customer Marketing and Consulting.
Adept at formulating and executing end-to-end Key Account strategies, driving New Product Development (NPD), P&L management, and building sustainable partnerships with major Modern Trade and E-commerce retailers.
Possesses rich experience across leading organizations such as Cipla Health, PwC India, TATA Consumer Products Ltd, Marico Ltd and ITC Ltd with a deep understanding of market dynamics, customer behaviors, and competitive landscapes.
Overview
13
13
years of professional experience
Work History
National Key Account Manager
Cipla Health Limited
08.2024 - Current
- Leading National Modern Trade Accounts Reliance Retail, DMart & VMart driving growth for OTC and FMCG portfolio.
- Leading Hygiene Business vertical, successfully managing new category entries such as Diaper & Sanitary Napkins.
- Managing a team of 6 professionals (1 ASM & 2 KAM) & ensuring high performance culture & capability development.
- Driving business and scaling Brands in multiple categories (Omnigel, Prolyte ORS, Nicotex, Astaberry & Endura Mass).
- Overseeing operation of 20+ distributors PAN India, ensuring seamless supply chain execution and commercial compliance.
- Responsible for JBP creation, NPD launches, Demand forecasting & TOT negotiations.
- Collaborating closely with Internal Stakeholder, Commercial & Supply Chain teams to ensure seamless operations.
Manager in Advisory (Retail & Consumer)
Pricewaterhouse Coopers (PwC India)
10.2023 - 08.2024
- Consulting for PBNA (Pepsico Beverages North America) Business. Driving intelligent automation strategies to enhance process efficiency.
- Responsible for creating and overseeing key engagement artifacts including Gap analysis report, Review reports, project charter, business requirements document, functional specifications, use case documents, risk and issue identification and documentation as per the requirements.
- Responsible for proposal creation, Project Planning / Costing & Creating Go to Market strategy.
- Execute project with utmost efficiency as an Product Manager.
- Planning & scheduling activities to ensure completion of project within the time & budgetary parameters.
- Effective coordination amongst various groups involved in project execution.
Key Account Manager
TATA CONSUMER PRODUCT LIMITED
11.2020 - 10.2023
- Owned & managed the highly strategic Reliance Retail Account, contributing 380crs annual revenue, contributing 42% of TCPL’s Modern Trade business.
- Managed comprehensive product portfolio of Foods and Beverages, which includes brand like (Tata Tea Agni, Tata Tea Premium, Tata Tea Gold, Tetley, Kanan Devan, Gemini, Chakra Gold, Tata Grand Coffee, Tata Sampann Pulse & Tata Soulfull).
- Creating JBP plan & executing business strategy for the Reliance Retail business growth and increasing category share.
- Achieved Highest ever EBIT performance for Reliance Retail, driven by effective JBP Strategies, Trade promotions, Marketing Activations and NPI.
- Planning internal marketing calendars - Promotions, Visibility, New Product Launches and aligning the same with chain and ensuring implementation through Sales Operations Team.
- Partnered with cross functional team (Supply Chain, Demand Planning, Commercial & Brand) to drive seamless execution and business outcomes.
- Tracking monthly in-store execution, Availability, Fill Rates.
- Handled Customer Marketing initiative for the Modern Trade channel, managing promotional budgets, optimizing spend efficiency and ensuring alignment between brand and Trade Marketing strategies.
- Lead customer marketing piece, planning and forecasting stock requirement for entire beverage portfolio.
- Key Projects Undertaken
- Champion Circle Project (Make CTS Strategy for Species to gain MS on Ecom Platform).
- Successfully implemented Electronic Data Interface to reduce PO processing time from 24 hours to 2 hours.
- Streamlining Promo Governance for Modern Trade expense with collaboration with the MT finance team.
National Key Account Executive
MARICO LIMITED
04.2018 - 11.2020
- Led Modern Trade business for Key Accounts More Retail Limited, Lulu Hypermarket, Wellness Forever, Guardian Pharmacy which significantly contributing to Marico Topline. (80cr per annum) 7% to MT Business.
- Handled & drive business for Brands like Parachute, Saffola, Livon, Set Wet & Revive in multiple categories.
- Formulated strategic business plans, expanding distribution, optimizing shelf presence and driving NPD rollout.
- Negotiated Margins, Trade Terms and monthly promotions to ensure profitable & sustainable business growth.
- Ensured full alignment of in-store executions and merchandising with Brand guidelines.
Customer Marketing Executive
MARICO LIMITED
11.2016 - 11.2018
- Sales Planning: Managed sales planning, forecasting, and distribution for iconic brands including Parachute, Saffola, Livon, and Set Wet Gel.
- Developed Digital solutions, PDA system for merchandiser to optimize MT KPI’s.
- Designed and rolled out monthly incentive plans for field sales force.
- Plan distribution, sell ins and finalize launch plans for all the new launches.
- Track the launch plan vs actual achievements and do offtake tracking for all the accounts.
- Developed Planogram for Modern Trade with Shopper Marketing Team for Hair Oil category.
- Managed Media Agency for timely execution of branding element.
- Training and Development of Sales Team for New Product Launch.
- As CME was involved with Brand Team & Ops Team in creation & execution of Saffola Aura Olive Oil Launch Plan for Marico MT business.
- Designed Score Card Methodology for Instore Visibility/Activation/Availability (MIE Scorecard).
Area Executive – Modern Trade
ITC Ltd
06.2013 - 10.2016
- Managed Sales operation of ITC Modern Trade and E-Commerce business in Mumbai region for the entire portfolio of ITC products
- Contribution of 24 Cr annually, 27% of Mumbai Branch Modern Trade.
- Drove key partnership with DMart, Big Bazaar, Apollo, BigBasket, Grofers and Haiko.
- Key deliverables include target achievement (value & volume), delivering Share of Shelf/Displays across customer-category combinations in line with value share, delivering value-distribution-merchandizing goals for key initiatives, delivering winning in-store visibility by selling and executing Shopper-Based-Design standards, delivering account-wise value goals and building shares of key brands.
- Streamlined supplies to E-Commerce customers, a relatively new channel for the distributor.
Area Executive – General Trade
ITC Ltd
06.2013 - 07.2014
- Handled two distributor points with Team size of 15 salesman and 2 Supervisor.
- Target setting of distributors and analyzing performance of distributors & team on timely basis and taking corrective actions.
- Capturing relevant market information from trade partners and taking preventive / corrective actions to counter competition & tweak marketing strategies especially (competitor pricing, trade margins).
- Accountable for monitoring performance at respective distribution points, cost control, adherence to systems and processes and training of team members and ensuring [AVF] Availability, Visibility & Freshness of the products.
- Building Healthy ROI for Distributors to run business profitably in long run.
Education
Master of Management Studies -
Lala Lajpatrai Institute of Management
05-2013
Bachelor of Management Studies -
Vidyalankar School of Information & Technology
05-2010
H.S.C -
Ramniranjan Jhunjhunwala Collage
03-2007
Skills
Business Development
Project Management
Strategic Thinking
Data Driven-Decision Making
Business Analysis
Accomplishments
- Market Share Leadership: Delivered record 46% Tea category market share (Dec 2022) at Tata Consumer Products.
- E-commerce Expansion: Great Job Café Award in FY22-23 for Champion Circle Project (Make CTS Strategy for Species to gain MS on Ecom Platform).
- Received Great Job Café Award in FY22-23 for Market share gain in RRL.
- Winner of Super sales league twice in year for delivering 100% in two quarter.
- Product Innovation: Launched 20 New NPD in Reliance Retail achieving highest ever NPD count (FY22-23).
- Delivered 20% growth across category in More Retail for 2 consecutive years.
- Food Business growth by 34% in Big Bazaar Highest in Country in FY 2015-16
- National Recognition: Winner of ITC Quiz Competition Starwars for the year of 2015-16
- Runner up at ITC quiz competition Star Wars for the year 2014-15
INTERNSHIP
- Internship with McDonald’s India: Hardcastle Restaurants Pvt. Ltd.
- Project Title: Re-Launch of McDonald’s BP Happy Meals Business Model.
- Project Objective: Probe reasons for decline in BP Happy Meals in McDonald’s store through understanding the expectation of (internal and external) customer and to map out the gaps between existing model and customers’ expectation.
- Key areas of Project:
- 1. Understanding the business prospective from internal staj.
- 2. Understanding the challenging demands of Existing & Potential Customer.
- 3. Studying the existing Product, Pricing & Promotion strategy and help formulate the new strategy.
Timeline
National Key Account Manager
Cipla Health Limited
08.2024 - Current
Manager in Advisory (Retail & Consumer)
Pricewaterhouse Coopers (PwC India)
10.2023 - 08.2024
Key Account Manager
TATA CONSUMER PRODUCT LIMITED
11.2020 - 10.2023
National Key Account Executive
MARICO LIMITED
04.2018 - 11.2020
Customer Marketing Executive
MARICO LIMITED
11.2016 - 11.2018
Area Executive – Modern Trade
ITC Ltd
06.2013 - 10.2016
Area Executive – General Trade
ITC Ltd
06.2013 - 07.2014
Master of Management Studies -
Lala Lajpatrai Institute of Management
Bachelor of Management Studies -
Vidyalankar School of Information & Technology
H.S.C -
Ramniranjan Jhunjhunwala Collage