Allabhya Yuv Khetan
Mumbai
Summary
Qualified marketing professional with proven track record of driving successful campaigns and brand growth for more than 9 years across FMCG, OTC, Pharma & Medical Devices categories. Demonstrated ability to lead cross-functional teams and implement strategic marketing initiatives. Adept at leveraging market analysis and consumer insights to optimize product positioning and drive sales across channels including E-Commerce & General Trade.
Overview
10
10
years of professional experience
Work History
Marketing Manager
Cipla Health Limited
05.2024 - Current
- Led marketing initiatives for 3 categories across channels – Baby Diapers (acquired brand – Doobidoo), Sanitary Napkins (acquired brand – Wonderize) & Laxatives (own brand – Fibocare)
- Drove business from 15L per month to 4cr per month in 6 months of acquisition by launching the brands across markets with specific GTMs
- Employed a positive ROI sampling activity in GT markets to drive awareness and generate trials
- Undertook positioning revamp and brand design change for Wonderize
- Led marketing interventions to drive the brands in Modern Trade – Reliance & Dmart
- Launched 6 NPDs to fulfill portfolio gaps basis in-depth consumer immersions & market learnings
Digital & E-Commerce Marketing Lead - India
Lifescan Medical Devices (OneTouch)
08.2022 - 03.2024
- Led all online interventions for OneTouch in India across e-commerce and digital platforms including online advertising, online product GTM, new combo launches & managing brand communications
- Drove OneTouch on Marketplaces & E-Pharmacies namely Amazon, Flipkart, Pharmeasy, 1MG, Netmeds, Apollo 247, Medplus & Flipkart Health Plus by investing in relevant consumer touchpoints to grow offtakes
- Led OneTouch from 13% MS to 18% MS in 6 months on e-com by being #1 on SOV & #3 on GVs – delivered with healthy improving ROAS of ~2.7, ACOS of 47% on Amazon, 34% on Flipkart & overall TACOS of 16%
- Revamped communication & creatives basis research and sentiment analysis, across display pages and all digital touchpoints leading to improved conversion rates (from 6.4% to 7.2%)
- Managed performance marketing & analytics on Amazon Ads (AMS), Flipkart Ads – PCA & PLA, 1MG PLA Ads, Amazon Pi, DSP Ads on Amazon and direct buying ads by coordination with platform SPOCs
- Led off-platform initiatives to drive traffic & conversions via Google Search, Youtube, Facebook & News Publishers on Amazon and our D2C website
- Employed off-platform hyperlocal campaign to amplify reach for offline trade led consumer offers
- Drove prescriptions digitally via creating awareness and nudges to doctors via EMRs like Healthplix
- Led visibility on B2B e-commerce like Pharmarack, Retailio & Udaan to increase offline numeric distribution
Brand Manager, E-Commerce & Consumer
Integrace Private Limited
07.2021 - 07.2022
- Led the division to clock 1cr turnover in just 5 months of launch
- Managed a total of 65 products between 15+ brands; Categories managed: Pain Management, Intimate Hygiene, Bone & Joint Supplements, Iron & Folic Acid Supplements, Pregnancy Test Kits
- Drove pharma brands on e-pharmacies like Pharmeasy, 1MG, Netmeds, from NIL to 50 lakhs per month
- Drove consumer brands on Amazon & Flipkart to become leaders in categories
- Some examples: Sensur has 3 products in top 50 of pain relief, Accurate is #3 in pregnancy test kits, Fenza Wipes is #2 in intimate wipes
- Launched 2 new brands in 6 months of division existence – one in VMS & one in pain relief category
- Managing performance marketing with dashboard control of Amazon Ads, Amazon Pi & Flipkart Ads
- Launched & managed digital ATL initiatives on 2 brands – Sensur & Collasmart
Brand Manager – Little’s
Piramal Enterprises Limited – Consumer Products Division
02.2019 - 06.2021
- Led the growth of brand Little’s by 168% in all channels (12cr in FY19 to 33cr in FY20 to 56cr in FY21)
- Led the growth of Little’s Baby Wipes to #1 in the category on E-Commerce
- Launched & managed ATL campaign with national TV, digital, print & always-on performance marketing
- Planned 5 year roadmap for baby brands vertical with extensions and positioning development
- Launched Baby Diapers on e-com from product briefing to GTM, with 2cr per month run rate in just 3 months
- Completed research and initiated stability for Little’s Baby Personal Care Range
Senior Brand Associate – Facial Wipes, Gift Packs & Regime Kits
The Himalaya Drug Company
07.2017 - 01.2019
- Launched and led Personal Care Gift Packs & Kits range
- Launched entire range of Himalaya personal care in a new sales channel – teleshopping (HomeShop18)
- Launched & managed Facial Wipes, new category, for all channels – general trade, MT , e-commerce
Marketing Intern, followed by Assistant Brand Manager – Little’s
Piramal Healthcare: Consumer Products Division
05.2016 - 06.2017
- ATL & BTL campaigns across platforms – TV, POS, Print, Digital, OOH
- Led brand extensions across feeding, toys and skin care categories
- Led re-launch of the brand with renewed logo & brand architecture, and tested new positioning concepts
Marketing Executive
Media Worldwide Limited
06.2014 - 04.2015
- Managed alliance with banks & websites for unique offers to drive traffic on the OTA website – travelxp
- Managed SEO, SEM, SMM, Digital Advertising & Analytics for travelxp, as well as niche YouTube channels
Education
PG Certification in Marketing Leadership Development -
Northwestern Kellogg School of Management
02.2024
PG Certification in Digital Marketing - Branding & Communication, Marketing Analytics
Mudra Institute of Communication
01.2021
Masters of Global Business - Marketing
SP Jain School of Global Management
09.2016
Bachelor of Management Studies -
Mithibai College, Mumbai University
05.2014
12th Standard -
Rajhans Vidyalaya
01.2011
10th Standard -
Rajhans Vidyalaya
01.2009
Skills
- Brand Management
- Digital Marketing
- Social Media Marketing
- E-Commerce
- E-Commerce Shopper Marketing
- Brand Development
Timeline
Marketing Manager
Cipla Health Limited
05.2024 - Current
Digital & E-Commerce Marketing Lead - India
Lifescan Medical Devices (OneTouch)
08.2022 - 03.2024
Brand Manager, E-Commerce & Consumer
Integrace Private Limited
07.2021 - 07.2022
Brand Manager – Little’s
Piramal Enterprises Limited – Consumer Products Division
02.2019 - 06.2021
Senior Brand Associate – Facial Wipes, Gift Packs & Regime Kits
The Himalaya Drug Company
07.2017 - 01.2019
Marketing Intern, followed by Assistant Brand Manager – Little’s
Piramal Healthcare: Consumer Products Division
05.2016 - 06.2017
Marketing Executive
Media Worldwide Limited
06.2014 - 04.2015
PG Certification in Digital Marketing - Branding & Communication, Marketing Analytics
Mudra Institute of Communication
Masters of Global Business - Marketing
SP Jain School of Global Management
Bachelor of Management Studies -
Mithibai College, Mumbai University
12th Standard -
Rajhans Vidyalaya
10th Standard -
Rajhans Vidyalaya
PG Certification in Marketing Leadership Development -
Northwestern Kellogg School of Management
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