ANUSUYA DOWERAH CHOPRA
Noida
Summary
17 years of experience in sales across CPG and Alcoholic Beverages, with focus on process building and team effectiveness. Goal oriented professional aligning business profit to consumer needs. Change agent structuring teams amidst challenging business scenarios with transparency, integrity and business first attitude.
Overview
17
17
years of professional experience
Work History
Zone Sales Development Manager
Pernod Ricard India Pvt Ltd
2020.10 - 2021.10
- Part of the leadership team to strategize, monitor and review Key Performance Indicators for ew products launched in North Zone - Resource allocation and phase wise geographies built into the blueprint
- Sales and Distribution Management - Conceptualized benchmarks across 8 provinces ,reviewed monthly with National Sales Team
- Responsible for budget of INR 27 crores, monthly closing and reconciliation
- Facilitated cross-functional collaboration between sales, marketing, brand teams, and business analysts for seamless execution of company-wide initiatives.
- Sales Capability Development, Training, Appraisal for 3P salesforce 500 + manpower.
Regional Sales Manager Key Accounts
Pernod Ricard India Pvt Ltd
2019.11 - 2020.09
- Focus on Flagship brand 100 Pipers - Gained Market Shares across 100 Pipers and Blenders Pride in Social Clubs by identifying growth opportunities and collaborating with cross-functional teams.
- Tie Ups with leading Social Clubs in Bangalore with inbuilt visibility clause, first of its kind
- Periodic review with National, region teams on efficacy of additional investments in Clubs
- Mentored KAM - Trade negotiations, Market intelligence, New Business Development.
Zonal Lead, Key Accounts
Pernod Ricard India Pvt Ltd
2017.08 - 2019.10
- Responsible for driving zonal volume, market shares in Star Properties, Social Clubs, Bars, Restaurants key markets being Mumbai, Pune, Goa
- Part of building & training new team post internal merger between Region, National Key Accounts
- Planning, execution, monitoring Trade and Marketing budgets aligned to central and zonal strategy - Outlet level volume and budget planning
- Tie Ups with National and Regional Key Accounts, standardized and executed terms of trade
- Devised Brand Calendar and executing it across leading accounts in Zone
- Ensuring previous claim settlement worth INR 2.5 cr
- Within 60 days of joining
- Established vigorous review mechanism to drive operational excellence
- Drive and establish New Brands from the international portfolio
- Established onboarding process for new key accounts by devising Key Accounts handbook - Account Scorecard, Account Dossier, New outlet screening, Market Working
- Premiumisation of international brands through Brand Associations, Image Led Tie Up Accounts and Consumer Activations|350 accounts 100 crores turnover
- Handled a 9member team - Promoted Key Account Executive Goa to KAM Mumbai within one year of charge, new KAM Mumbai, 3P executive on board in Mumbai
- Identified as a high potential sales leader during Internal Leadership Assessment by APAC team 2018.
Regional Sales Manager Private Retail
Pernod Ricard India Pvt Ltd
2016.08 - 2017.07
- Devised Channel strategy for the year in line with business goals of the North zone
- Monthly sales forecast accuracy
- Maintained leadership position across operating segments in Domestic and International Portfolio
- Excellence in Retail Execution
- Financial controls ensuring business hygiene
- Team size 3 ASMs, 8 3P executives
- Outstanding Performance Award received in Pernod Ricard in Aug'18.
Branch Manager Private Retail
Pernod Ricard India Pvt Ltd
2012.10 - 2016.07
- Handled 250 outlets in Delhi with turnover of Rs 400 Crores
- Business saliency to region shifted from 30% to 61% in 4 years - Domestic Brands
- Exit volume for Domestic Brands in 2016 at 10.5 lacs cases with growth rate of 63% from 2012
- International Portfolio - Business at 28000 cases with a growth rate of 200% from 2012
- 90% Contribution to Delhi region in International Brands
- Breakage Agreement signed with trade - Pioneer in the industry
- Outstanding Performance Award received in Pernod Ricard in Aug'14, Aug'18
- One of 20 managers PAN India selected for the first batch of Entrepreneurial Program at IIMB in 2014
- Led 3P team in absence of direct team, to realign terms of trade - Letter of Appreciation received from National Sales Head within 6 months of joining
- Recruited entire team of 3 Territory Sales Managers in Delhi, 2 promoted within 3 years.
Area Sales Manager
Philip Morris International
2009.08 - 2012.09
- Introduced daily visits to key routes, changed frequency of service by GPI salesman, Exit coverage 10,000 outlets from base of 3000
- Reorganised the visibility strategy, developing clusters, showcasing Marlboro to the target audience
- Trade programs devised with Cost of Rs 109/'000 sticks
- Team of 5 TSEs, 1 Sales Coordinator, 6 Assistant Managers of GPI|50 3P Sales Executives, Merchandisers
- Managed yearly budget over $1 Million, accountable for monthly, yearly accruals.
Area Sales Manag
Philip Morris International
2008.10 - 2009.07
- Increased investment of Top 3 sub distributors by 50%, appointed new sub distributor for West Delhi
- Restructured depots based on Supervisor: Subordinate ratio, empowering the team to handle bigger responsibilities like Depot in charge, implemented Accountability Matrix
- Formulated Marlboro Sales Handbook encompassing policies and procedures for PAN India
- Enhanced service to trade, reviewed Key Sales Indicators, OOS Reports, Outlet wise sales, Stock verification at sub distributor level
- Launched Marlboro 10s, Marlboro Menthol, Marlboro Ultra Lights.
Assistant Sales Manager
Philip Morris International
2007.01 - 2008.09
- Generated business in Retail, Wholesale and Modern Trade contributing 47% to Delhi NCR
- Key Sales Indicators'06 vs.'08 Strike Rate 31% - 50%, Call Compliance 92% - 97%, Call Rate 35 - 44
- Conducted census for Delhi, establishing the Segmentation Grid for resource allocation
- Driving the team in the absence of senior management in distributor organisation July'08 - Oct'08
- Brand building initiatives through Consumer Engagement involving Sampling, Selling
- Creatively conducted Karma Annual Sales Award yearly, Outbound Training in 2008.
Assistant Manager - Strategy & Planning
Jubilant Organosys Limited
2005.05 - 2006.12
- Review business performance monthly in the B2B vertical
- Analysed product mix, worked with regions to enrich contribution levels through high value products
- Aligned business towards high value products bringing a bottom-line growth of Rs 14 Lacs
- Communication - Product literature design, Promotional tools, Website content for the division
- Organised customer meet for the Lamination Adhesives business in 2004.
Management Trainee
Jubilant Organosys Limited
2004.05 - 2005.04
- Awarded Certificate of Excellence for outstanding contribution in successful trials of Stretch Khadi
- Market and competition analysis in all product categories - 25% increase in sales in lamination adhesive, value growth of Rs 3.5 Lacs in region
- New business development of ready-to-use products - 50% market captured within one year of inception of new product, incremental value growth Rs 5 Lacs
- Conducted Market research- Liquid Starch, Textile softener flakes and Initiated launch of new products in Textile Thickener, Textile Softener Flakes and Liquid Starch.
Education
MBA (Marketing) -
IMT Ghaziabad
01.2004
Economics (H) -
Calcutta University
01.2001
Skills
- Stakeholder management
- Leading big teams of frontline sales
- Process Restructuring
- Customer Engagement
- Channel Strategy
- Sales Planning & Review
- Devising Trade Programs
- Preparing the team for the next level
Personal Information
Date of Birth: 04/17/80
Timeline
Zone Sales Development Manager
Pernod Ricard India Pvt Ltd
2020.10 - 2021.10
Regional Sales Manager Key Accounts
Pernod Ricard India Pvt Ltd
2019.11 - 2020.09
Zonal Lead, Key Accounts
Pernod Ricard India Pvt Ltd
2017.08 - 2019.10
Regional Sales Manager Private Retail
Pernod Ricard India Pvt Ltd
2016.08 - 2017.07
Branch Manager Private Retail
Pernod Ricard India Pvt Ltd
2012.10 - 2016.07
Area Sales Manager
Philip Morris International
2009.08 - 2012.09
Area Sales Manag
Philip Morris International
2008.10 - 2009.07
Assistant Sales Manager
Philip Morris International
2007.01 - 2008.09
Assistant Manager - Strategy & Planning
Jubilant Organosys Limited
2005.05 - 2006.12
Management Trainee
Jubilant Organosys Limited
2004.05 - 2005.04
MBA (Marketing) -
IMT Ghaziabad
Economics (H) -
Calcutta University
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