Anupam Kumar

• Currently leading the FMCG/FMCD division at Pernod Ricard India, with strategic and operational ownership of a premium, multi-category portfolio expanding into a comprehensive beverage range and lifestyle products.

My key responsibilities:

• Designed and executed scalable, CAAP-positive business models, aligned to long-term strategic growth.
• Managing a consolidated portfolio delivering ₹1,000 Cr+ in annual sales, with year-on-year expansion across channels.
• Established demand generation programs targeting market share capture from incumbent FMCG leaders, with a focus on trial creation, repeat consumption, and experiential engagement.
• Built sustainable marketing and communication frameworks in media-dark and alcobev-regulated markets, leveraging influencer marketing, brand advocacy, and digital activations.
• Structured end-to-end RTM frameworks—including sourcing, production, distribution, and last-mile enablement—ensure operational agility and consistent market access.
• Spearheaded innovative approaches to resource allocation and strategic planning.

Led end-to-end brand marketing, media strategy, and marquee associations for Harman's flagship audio brands—JBL, Harman/Kardon, and Infinity Audio—across India.

Key Responsibilities:

• Designed and executed the annual and seasonal marketing agenda, managing over 100 crore investments, with a focus on SOV consistency, ROI, and brand funnel optimization.
• Accountable for overall brand health and communications strategy, including creative development, content production, and campaign orchestration across ATL, digital, and experiential touchpoints.
• Spearheaded media transformation, including full-funnel digital planning, performance marketing, and programmatic media buying across Google, YouTube, OTT, and DSP networks.
• Drove an omnichannel marketing strategy on platforms like Amazon and Flipkart, integrating rich content, AMS/FK Ads, DSP activations, and affiliate networks for full-funnel performance.
• Curated and led high-impact brand associations with India's largest cultural and sporting platforms—IPL, Sunburn, and Gully Boy—to drive mass engagement and cultural relevance.
• Managed celebrity and influencer partnerships, successfully onboarding iconic talent, including Ranveer Singh and A.R. Rahman, P. V. Sindhu, Sara Ali Khan, and Shubman Gill.

Led the retail and go-to-market strategy for Ottomate, a pioneering brand in the smart fan industry, during its critical pre-launch and scale-up phase.

Led the retail expansion and marketing execution for Apple in India, playing a pivotal role in building one of the brand's most impactful offline growth phases in the region.

Drove large-scale retail transformation, marketing alignment, and sales acceleration across the country.

Key Responsibilities:

• Spearheaded the retail transformation of Apple India, scaling operations to over 1,500 general trade stores with live demo units and 65 to 70 Apple-exclusive AAR stores, resulting in a more than 40% uplift in iPhone sales across strategically targeted regions.
• Orchestrated the quarterly rollout of 60+ mono-brand AAR stores, setting new benchmarks for premium retail experiences, aligned with Apple's global brand standards.
• Delivered retail standardization and POSM excellence across 4,500+ stores, leading to a measurable increase in store footfall, engagement, and conversion.
• Managed a ₹250 Cr+ annual marketing budget for the iPhone, integrating ATL/BTL activations with store-level sell-through goals to maximize ROI and channel productivity.
• Drove pan-India affordability communication campaigns through print, radio, and outdoor media, unlocking deep market penetration in Tier 2 and Tier 3 cities.
• Oversaw Apple's presence at high-footfall airport zones, establishing premium brand visibility among affluent consumers.
• Acted as the key liaison with Apple Global Teams to ensure 100% compliance, and brand integrity across all campaigns and retail executions.

Led pan-India retail marketing for the Apple iPhone during a foundational growth phase, playing a key role in scaling brand visibility, shopper engagement, and market penetration across diverse retail formats.

Key Responsibilities:

• Drove nationwide retail marketing programs for the iPhone, including POSM deployment, in-store branding, and campaign execution across general trade, modern trade, and emerging retail formats.
• Supported the expansion of Apple's retail footprint through structured marketing support, affordability communications, and consumer education programs, enabling deeper market activation.
• Played an integral role in building Apple's offline brand presence and aspirational equity during its early growth years in India.
• This role laid the groundwork for Apple's offline retail visibility and structured retail marketing operations in India, contributing to wider product accessibility, stronger brand pull, and a foundation for sustained offline sales momentum.