Anuradha Mistry

• Acquire new international and Indian brands to build the company’s licensing portfolio.
• Drive the licensing efforts and day-to-day business across all core and emerging business which includes identifying new licensing opportunities and expanding upon pre-existing relationships.
• Oversee all development stages of brand plans, including product development.
• Represent and lead internal and external brand discussions and new business.
• Manage licensing development process: leading meetings, overseeing and executing event & PR plans and brand building activities.
• For self-generated and newly acquired accounts, manage all aspects of day-to-day licensee / licensor relationship and business.

ACHIEVEMENTS

• Successfully acquired a top international electronics brand, in the first two months, for the Indian region.
• Successfully acquired an emerging and promising new apparel brand & a high-end home décor brand in the following three months.
• Consulting an Indian company to acquire a very popular Turkish cosmetic brand for the Indian market.

• Acquire international and Indian brands to add to the company’s licensing portfolio.
• Responsible for overall P&L of the Celebrity, Character & Entertainment vertical for west & south India.
• Guide and lead a team of four for business development & sales.
• Pitch licensing development programs to Indian and international brands.
• Identify brands and pitch licensing prospects to them.
• Work closely on FMCG, Fashion & Lifestyle, Back to School, Stationery and Toys categories in India.
• Meet with clients, business owners, manufactures, distributors, retailers, celebrity agency/managers & brand owners to drive incremental growth.
• Manage and retain existing brands for representation in India.
• Liaise with national & international licensors for their IPs and send regular updates to assist them with market positions of their brand.
• Train & mentor the team to meet their professional and personal goals.

ACHIEVEMENTS

• Successfully acquired a licensee in the first two months, of joining, for Little Singham school and luggage bags. Successfully collected the consulting fees for the same.
• Successfully closed the first Event licensing deal for the company for Chhota Bheem.
• Successfully acquired two brands for Licensing Development Program and acquired consulting fees for the same.
• Successfully managed & retained two critical accounts for the company & extended the representation for five years.
• Worked on ideating, creating & presenting a new personal care brand for top Bollywood director, Rohit Shetty.

• Identify & create opportunities in licensing for celebrities and brand.
• Work with celebrities to create new licensing opportunities.
• Drive licensing/royalty based discussions and negotiations with regards to royalties.
• Coordinate along with sales team to drive licensing business with brands.
• Liaise with financiers/brands/manufactures and build long lasting business relations.
• Service existing / ongoing licensing associations with celebrities and their teams.

ACHIEVEMENTS:

• Successfully created the fashion brand, for top Bollywood celebrity Deepika Padukone, called “All About You”. I was the key person building the brand to create the fashion line with the celebrity & the manufacturing partner - Myntra.
• Successfully created the athleisure brand “SKULT” for another top Bollywood celebrity, Shahid Kapoor. I was the key person building the brand and the fashion line for the celebrity with the manufacturing partner - Aditya Birla Online Fashion (ABOF).

ACCOUNT MANAGEMENT

• Plan, develop, execute & manage top international brands such as Paul Frank, Dr. Seuss and Indian brands such as Yash Raj Films and Kolkata Knight Riders.
• Develop day-to-day relationships with licensors and implement the licensing strategy supporting the plans for India & SAARC nations.
• Formulate the brand’s long-term marketing strategy and execute them.
• Plan consumer research studies for every brand to understand its marketability & set focus on the core / high selling categories.
• Plan & execute PR strategies, events & promotions for all of the above brands.

SALES

• Approach potential clients / manufacturers for licensing & brand endorsement opportunity.
• Pitch to Indian retailers & distributors for strategic direct-to-retail, distribution deals.

MANAGER DUTIES

• Manage & lead a team of four, which includes brand analysts, graphic designers & office administrator.
• Lead, monitor and motivate the creative & sales team to achieve their professional targets keeping in mind the company’s objective.

ACHIEVEMENTS

• Successfully ideated, created and executed the fashion sports brand “HRX” for Hrithik Roshan.
• Successfully planned & executed Dr. Seuss Book Reading events with Harper Collins India Pvt Ltd. at Crossword Book Store within three months of acquiring the IP.
• Published an article on licensing in India in Revista Licensias - a renowned Spanish licensing magazine.
• Successfully executed a complete Market Research Project studying brands in categories from apparel to footwear, electronics to FMCG. Project included price points of every product with its variants, market size, brand positioning, etc.

BRAND MANAGEMENT

• Brand manager for top international brands i.e.
• Mr.Bean, Garfield and Archie Comics.
• Closely monitor and analyze sales volumes, market share trends and competitive activities.
• Set marketing plans for the brands.
• Plan & execute events for promotions of the above brands and their licensed products.
• Liaise with national & international licensors for the IP / character updates and assist them with market positions.
• Develop the promotional & product licensing business for characters such as Garfield, Archie Comics, Mr.Bean, Doraemon, Hello Kitty, Dragon Ballz, etc.

SALES

• Evaluate and approach potential clients for licensing opportunities throughout all categories.
• Assist in designing, planning and execution of annual licensing and merchandising events for promotion of IPs and licensed products.
• Work closely with the television, event and PR team to support them on all initiatives for the licensee and their product promotions.
• Conduct market research to understand the ongoing promotions & categories for licensing.

ACHIEVEMENTS

• Pitched & closed the first ever Promotional Alliance for the company with top UK FMCG brand (Doraemon with McVities cream biscuits).
• Successfully executed events at retail outlets such as Oberio Mall &Mega Mall, Mumbai.
• Executed a research project to understand the popularity of character brands & their selling ability in Mumbai.

• Coordinate between the management office (Benham& Reeves Residential Lettings) & the contractors for management jobs at the residential houses let.
• Coordinate for residential property maintenance and invoice the completed jobs.
• Quote & coordinate to furnish, soft furnish & refurbish the residential houses.
• Manage & monitor the orders & shipments.
• Purchase, sell & update the stocks for In:Style Direct using ‘OrderWise’.
• Expedite customer orders; keep them informed of delays or early fulfillment.
• Proactively foresee possible delays or complications and plan strategies to avoid / minimize them.

ACHIEVEMENTS

• Dealt quickly and efficiently with customer enquiries or complaints by phone, post or email.
• Complete implementation of ‘OrderWise’, which is a stock control and order processing software.
• Language advantage while liaising with Indian clients for quicker, efficient and smoother coordination for order processing and ensuring timely deliveries for the same.

• Coordinate between the client, advertising agency and internal departments.
• Deal with all queries related to rates, booking, and space confirmations.
• Front pages converge at the front office level.
• Coordinate with all the other centers / city office in India.
• Responsible for the operations and to ensure smooth functioning on SAP.
• Chief Coordinator for the following Brands; Times Of India, Economic Times, Bombay Times and Mumbai Mirror.
• Book colour & B/W ads, decide pagination of ads, plan the page layout, ensure material deadline, and ensure page release on time for editorial.
• Educate the customer on the usage of the MAXIMISER (which is the official rate card of the TOI Group).
• Educate them with the usage of the electronic newspaper.
• Handle disputes with agencies and clients.
• Needless to mention, it’s extremely critical to fulfill the commitments given to clients/ agencies in order to avoid disputes.
• Be the one-point-contact between the development team and the market to enable them to fulfill/deliver their promises to the clients.

SALES

• Focus on increased ad volume/value by cross selling/up selling.
• Have brought out special initiatives/features on day-specific issues like Republic Day, RakshaBandhan, Eid, etc.
• Generate new business by monitoring competitive newspapers and meeting with clients/agencies.
• Train the new recruits.

ACHIEVEMENTS

• Consistently achieved the annual conversion target for the entire tenure.
• Part of the core implementation team in ensuring ad edit ratio at the launch of the Mumbai Mirror and its development.
• Part of the core team to train the new recruits with the usage of the implementation SAP system.

• Build & maintain good relations with the top architects in Mumbai by meeting them regularly.
• Identify, develop and maintain business relationships with key influencers and decision makers.
• Head a team of six, ensure smooth functioning of the factory situated (180kms) out of Mumbai by visiting thrice a week.
• Monitor each executive’s performance on a daily basis.
• Organize events for the company for product launches and conferences.
• Supervise over the raw material, production and dispatch of containers on time for exports of the laminates to USA.

ACHIEVEMENTS

• Organized a very successful product launch at Taj Lands End, Mumbai with an attendance of 120 clients; where as the committed number of attendees were 30-40 with a maximum number of 60.
• For a period of six months, successfully fulfilled the requirement of three containers per month due to the growing needs in the USA, as compared to one container as standard delivery per month.