ANANTA THUSU

Category Lead – Saridon, Bayer Consumer Healthcare.|Jan 2024 – Present.| Thane, India

• Own and drive the brand strategy and marketing roadmap for Saridon with a MAT of $23 million, managing a $6 million P&L with full accountability for growth and profitability.
• Conceptualized and led the 'Sar Dard Chalne Doge, Toh Chalta Rahega' campaign, repositioning the brand narrative from external to internal stressors.
• Cohort-based digital campaigns to drive consideration.
• Executed a 360° integrated marketing campaign, including digital amplification, banter marketing, and content syndication, significantly boosting brand salience.
• Revitalized Saridon's social media presence, increasing Gen Z engagement through platform-specific content, influencer partnerships, and community building.
• Launched Saridon Woman in collaboration with Elle, supported by influencer marketing, and a Guinness World Record-winning awareness initiative.
• Led media planning and digital initiatives, optimizing performance marketing, content strategy, and consumer touchpoints across the funnel.

• Leading the iconic power brand Crocin (Panadol) with an annual turnover of $18 million.
• Responsible for end-to-end P&L management, with a focus on driving annual target planning and cost management.
• Defined the innovation pipeline for Crocin after approximately 10 years, with the launch of Crocin cough and throat lozenges.
• Executed 360 campaigns (TVC, print, digital, social) for the Crocin range, driving trust among the customers.
• Cohort strategy to drive the Crocin pediatric portfolio and the first-ever digital campaign to reach mothers.
• Drove 3x sales jump in T-minic portfolio in 2 years

• Refined Otrivin portfolio through identification of SKU roles and essential business drivers.
• Successfully launched breathe clean, baby saline, and moisturizing range contributing to 20% of total portfolio in 2 years
• Increased portfolio sales 2x post-COVID by implementing targeted strategies.

• Led Interventional Cardiology Team to establish flagship brand Firehawk, engaging over 100 cardiologists across India.
• Achieved target of 13,000 deployments in FY 2019, marking over 60% growth from FY 2018.
• Developed customized customer engagement initiatives, including website enhancements and patient education programs.
• Collaborated with hospitals on brand strategy and clinical trial opportunities to drive business expansion.

• Oversaw a team of five brand managers responsible for a $60 million portfolio.
• Conducted extensive market research to successfully launch Nature Mankind division featuring Ayurvedic products.
• Worked as Chief of Staff to Senior Director - Provided strategic support to drive business growth, creating cost-reduction models and analyzing regional sales.
• Formulated 30 nutraceutical products in compliance with FSSAI regulations, including Nurokind-LC and D3must.
• Delivered Health-OK brand launch with $6 million turnover in just 1.5 years.
• Initiated clinical trials and conducted market research for the launch of a progestin medication with top gynecologists.