Summary
Overview
Work History
Education
Timeline
Teacher

Anirvan Sen

Summary

Professional Snapshot I have undergone Consulting, Sales and Functional assignments across different geographies in the last 10 years. The entire duration has been devoted towards developing skills in Sales & Distribution, Sales Strategy, Sales Analytics, Business Development, Channel Management, Key Account Management, Category Development, Trade Marketing, Business Transformation & Team Management.

Overview

22
22
years of professional experience

Work History

Lead

National RTM
05.2021 - Current
  • Overall responsibility of Driving the Commercial Business Plan through Expansion, Extraction and Enablement based on market potential, category & channel roadmap, route-to-market and consumer insights
  • Building National Annual Operating Plan encompassing Organisational Priorities and Strategic Roadmap
  • Retail Universe Expansion – Improving Direct Reach and Penetration
  • Planning and executing Commercial Strategy to expand retail footprint considering the category potential and internal distribution strengths
  • Designing and Executing Go-To-Market Interventions to develop & expand multiple categories
  • Collaborating with multiple external/internal stakeholders to develop the roadmap towards expansion using Business Intelligence & Big Data
  • Go – To - Market Design and Strategy
  • Ideating, Designing, Building and Executing Route to Market interventions & Solutions to drive sales productivity and efficiency
  • Channel & Category development through differential Route to Market solutions and framework
  • Collaborating with Category Planning & Brands to drive Focus packs & New Launches
  • Designing retailer level Engagement Programs using precision analytics
  • Business Transformation – Sales Analytics & Digitisation
  • Integrating Suggested Order based on predictive analytics within the RTM framework through a robust Execution engine to drive higher assortment & differential value growth
  • Bringing measures to improve channel efficiencies through Route & Network optimisation
  • Designing & Implementing Digital RTM through Dynamic Routing & On The Go Solutions
  • Building RTM Roadmap for alternate channels – Modern Trade & E-Commerce
  • Building Analytics based solution to determine the correct assortment for E-Commerce Distributors

Mondelez International
04.2019 - Current

Customer Development Lead

04.2019 - 04.2021
  • Engagement
  • Designing engagement programs for internal & external stakeholder for all channels – Monthly, Quarterly & Annual
  • Internal – Regional Managers, Area Managers, Sales Executives, External – Distributors, Organised Trade Customers & their workforce
  • Ensuring program ROI and Customer returns & width of achievement at pre-defined thresholds
  • Designing & Executing initiatives to improve health & hygiene of customers, initiatives involve both frontend and backend
  • Designing Annual Reward & Recognition programs for stakeholders including Regional Heads & Branches
  • 3rd Party Workforce Management
  • Sales Analytics & Insights Based Selling
  • Designing & Executing Suggested Order Model based on predictive analytics to enhance customer experience
  • Model developed with the help of Strong pillars of an Analytical Model involving Demographics/Store Profiling/Collaborative Filtering
  • Continuous enhancement of the model by going granular and expanding the suggested order gamut
  • Designing the UI/UX for Sales Force Automation Tool for the frontline Sales Force
  • Ensuring Continuous Replenishment System compliance to ensure minimal fund losses
  • Enabling Digital Dashboards containing granular data points to assist decision making for both internal & external stakeholder customers
  • Designing predictive model to generate early warning system to ensure Hygiene checks and Arrest Attrition for retail distributors
  • Overheads & Budget Management
  • Annual planning of Budgets & Overheads – Engagement Programs, 3P workforce management
  • Ensuring minimum threshold of width of achievement for customers while maintaining the budgets as per annual planning
  • Collaborating with commercial & finance teams to ensure process compliances & checks
  • Projects – Mondelez International
  • Next Gen RTM Buildup & Implementation
  • Merchandising Transformation – Merchandiser Transformation Project to improve efficiency & enhance customer experience
  • Insights & Analytics based initiatives to improve Share of Shelf & On-shelf availability in TT & MT accounts
  • Efficiency Improvement Last Mile Beat Optimisation – Efficiency improvement exercise to improve distributor/channel ROI & productivity
  • Aspirant Strategy Build-up: Devising strategy and roadmap to develop a proposition for Aspirants by enabling higher transactions and contribution
  • TT Stand Alone Store RTM Design – Design & Execution of a dedicated RTM to drive business in TT SAS
  • Front end Training - Digital Story Based Multilingual Training Content for frontend across different modules
  • Key Achievements
  • AMEA(Asia/Middle East/Africa) Regional Excellence Award – Right Store Re-Invention by building next Generation RTM Solution
  • Mdlz Covid Star Award: Customer Collaboration & Growth
  • Suggested Order Expansion to 1MM outlets
  • Improvement in Brand Distribution across categories in the adopted universe
  • All India Assortment increase through Suggested Order for the Year after a gap of 2 years consecutively in 2020 and 2021
  • Highest ever Distributor Earnings & Width of Achievement in 2020

PricewaterhouseCoopers India
12.2017 - 03.2019
  • Designing & Implementation of Go-To-Market Strategy for an FMCG client in personal care
  • Working on solutions for revenue enhancement
  • BTL & ATL design & effectiveness improvement
  • Designing solutions to improve sales force effectiveness
  • Designing Channel Management Strategy for both Traditional Trade & Organized Trade
  • Achievement - Successful design and implementation of the pilot for the National roll out
  • Achievement - Premium market entry – INR 90 Cr opportunity identified
  • Designing a solution for the improvement of Modern Trade On-Time-In-Full for a Fortune 500 company
  • Design & implementation of improved financial processes to reduce impact on On-Time-In-Full
  • Design & Implementation of processes to improve Supply Chain efficiency
  • Design & Implementation of processes to optimise the Modern Trade Organisation Structure
  • Achievement – Organised Trade Fill Rate improvement by 8%(INR 8Cr/annum)
  • Designing Go – To – Market Strategy for a mid –sized FMCG client in Foods in Modern Trade, Ecommerce & HORECA
  • Working on solutions for revenue enhancement
  • Design & implementation of trade activations
  • Identification of opportunities to optimize Brand – pack portfolio for different accounts
  • Developing Joint Business Plans for National Accounts
  • Pan India roll out of multiple initiatives for alternative business channels
  • Achievement – Revamped GTM with INR 250 Cr opportunity, INR 30Cr opportunity in MT identified
  • Achievement – Successful design and implementation of the pilots in selected geographies
  • Achievement – Design and Implementation of the HORECA segment

Key Account Manager

Modern Trade
, North
09.2016 - 12.2017
  • Business Development and Key Account Management
  • Handling all the major National Accounts across B2B and B2C formats
  • Some of the key customers handled are Metro, Walmart, Reliance, Future Group
  • Accountable for creating, monitoring and delivering Business plan for all banners – Volume & Net Revenue
  • Annual Sales Budgeting & Planning: Analyse and Plan growth and development of the entire portfolio
  • Planning, Designing and Executing Zonal Activations across Modern Trade Banners
  • Developing Joint Business Plans: Actively involved in developing and implementing JBPs across all formats and chains
  • This includes the activation, promos and trade initiatives and activations
  • Handling an annual turnover of close to 200Cr per annum
  • Responsible for developing and implementing BTL initiatives (in-store execution and activations)

Hindustan Coca Cola Beverages Private. Ltd
07.2014 - 12.2017

Trade Manager

- 01.2017
  • Nationally Highest Category Growth(Juices) H1 2017
  • Best ASM, 2015: Integrated Scorecard and Execution Excellence

Area Sales Manager

General Trade
, West UP
07.2014 - 09.2016
  • Business Development & Strategy
  • Actively involved in devising the Sales Strategy for the entire Juice portfolio, New Categories and other premium packs in the current geography for General Trade and Local Key Accounts
  • Annual Budgeting (Sales Budget): Analyse and Plan growth and development of the entire portfolio
  • Closely working with the Corporate and Zonal Supply Chain Planning teams for primary forecasts on a periodic basis
  • Channel & Trade Management
  • Handling the entire gamut of Brands including Juices and New Categories as well as Billion Dollar Brands like Coca-Cola, Sprite, Diet Coke, Minute Maid
  • Handling a Direct Distributor network of 50 Distributors across WUP and parts of Uttaranchal
  • Distributor/Business Partner Relationship Management
  • Developing New Products by setting up robust Distribution Setup and Trade Development Initiatives
  • Working closely with Trade Marketing, Brands and Finance Teams for designing and executing BTL Initiatives
  • People Management
  • Managing a team comprising of 5 Sales Team Leaders & 3 Rural Market Developers
  • Performance Management: Set and Define KRAs
  • New Products
  • Launched four new Brands/Categories successfully
  • The brands include Coke Zero, Sprite Zero, Fuze & Georgia
  • Was involved in end to end execution of the launch
  • Key Achievements

Area Sales Manager

GT
Varanasi, East UP
11.2013 - 06.2014
  • Responsible for a volume of 800MT edible oil and 200MT Flour in the Area, Business worth INR 8 Cr/month
  • Handling the Core Consumer Pack Business for both Line 1 and Line 2 portfolios under the Brands Nature Fresh Sampoorna, Nature Fresh, Sweekar, Rath
  • Managing a team of 4 Sales Executives, 2 Sales Representatives and 3 Channel Activation Representatives reporting directly into me
  • Handling Distribution to 43 towns directly and 39 towns indirectly through Super-Sub Network
  • Driving numeric distribution through special initiatives & projects in the Area
  • Implementing GTM
  • Replenishment of stocks after fixed periods across Channel & Business Partners
  • Special emphasis on OTJ front line coaching
  • Display Programs

Cargill India Private Limited
04.2012 - 06.2014
  • My work in Cargill can be divided into 2 phases post Management Trainee Stint
  • Category Development Manager: Under the guidance of an extremely eminent and highly experienced Leadership Team I am part of the project that is to develop a New Business Model for the New Category
  • Area Sales Manager, East UP: Driving the entire portfolio of Edible oil and Flour Business in the Area

Category Development Manager

Gurgaon
12.2012 - 11.2013
  • Handled the Category P&L
  • Planned & Developed a landscape across North India in 101 towns for the New category;
  • Helped in designing & rolling out large scale Trade Marketing Initiatives and Field Force Incentive Programs for the new category by managing the Category Budgets
  • Developed a communication model for existing business partners venturing into expanded portfolio on
  • Earning-expense ratio
  • Delivery & Stocking guidelines
  • Joint Business Plan for next 6, 12, 18 months post launch
  • Key Achievements
  • Special Recognition in the Month of August, 2013 for clocking Highest Ever Volume in the region

Management Trainee

04.2012 - 11.2012
  • Multiple stints across different functions(Customer Marketing/Sales/Branding/Supply Chain) and geographies

Assistant Systems Engineer

Tata Consultancy Services
Kolkata
09.2008 - 06.2010
  • Was part of the Team providing Imaging Solution to Clients in Insurance Domain

Education

PGP -

CBSE KV

AI for Leaders - undefined

University of Texas - Austin McCombs School of Business

B.Tech - IT

MDI

XII - undefined

WB University of Tech IEM

Term IV, MDI - Chemistry

CBSE KV

Timeline

Lead

National RTM
05.2021 - Current

Mondelez International
04.2019 - Current

Customer Development Lead

04.2019 - 04.2021

PricewaterhouseCoopers India
12.2017 - 03.2019

Key Account Manager

Modern Trade
09.2016 - 12.2017

Hindustan Coca Cola Beverages Private. Ltd
07.2014 - 12.2017

Area Sales Manager

General Trade
07.2014 - 09.2016

Area Sales Manager

GT
11.2013 - 06.2014

Category Development Manager

12.2012 - 11.2013

Cargill India Private Limited
04.2012 - 06.2014

Management Trainee

04.2012 - 11.2012

Assistant Systems Engineer

Tata Consultancy Services
09.2008 - 06.2010

Trade Manager

- 01.2017

PGP -

CBSE KV

AI for Leaders - undefined

University of Texas - Austin McCombs School of Business

B.Tech - IT

MDI

XII - undefined

WB University of Tech IEM

Term IV, MDI - Chemistry

CBSE KV

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