Arjun Rajendran
Bangalore
Summary
Results-driven marketing professional with a proven record in developing strategic campaigns that enhance profitability and market share. Specialized skills in market analysis, digital advertising, and brand management complement a strong communication and teamwork approach, fostering innovative strategies for sustainable business growth.
Overview
11
11
years of professional experience
Work History
Category Manager
Licious
02.2022 - 05.2024
- Scaled the category to Rs 100 cr annually
- Worked on launch of new products like - Burger Patty; Biryani; Haleem; Kolkata & Tamil Nadu range (regional)
- Tailored catalog at a region/ ethnicity level to improve trials and conversions to further scale and build stickiness in the category
- For eg - Product localization across Chennai, Mumbai, Delhi and Kolkatta
- Worked on-app merchandising across sorting logics, add on features, combo purchases and cross-sell based on consumer personalization/ preferences
- Worked with consumer research and in sighting team to continuously improve price value equation, Improved product margin in the category to 60% + with net GM 30%
- Launched products with quick-commerce and offline partners, resulting in annual business of INR ~4 crores
- Achieved a 27% increase in business penetration through cohort- level interventions i.e
- Planning the user journey from on-boarding to repeat customer
- Experimented with behaviour-based segments to merchandize mini-packs of key SKUs, contributing to an additional revenue of ~1.4 crores annually
- Execution of campaigns across internal and external touch-points, using regionalized insights to improve targeting and communication
- Assisted growth team in collateral and content development with brand team for new launches and topical events For eg - Kids range
- Worked cross-functionally to execute end-to-end packaging development for new launches and optimisation of existing packaging to improve the P&L
- Improved traffic share by increasing the user touch-points on home-page that was designed occasion and region backwards
Deputy Manager, Branding
Licious
04.2021 - 02.2022
- Launched HCL Jigsaw, resulting in 22,000 leads and 7,000 registrations for the 1st edition (Pan-India) with an optimized CPA of ₹1,299
- Successfully planned and organized Professional Squash Association (PSA) tournaments in partnership with the Squash Rackets Federation of India (SRFI)
- Organized the HCL International Bridge Championship in collaboration with the Bridge Federation of India (BFI), conducting a successful virtual edition with global participation
- Spearheaded the social media for multiple brand properties like HCL Enterprise, HCL for Sports, and HCL Jigsaw
- Managed relationships with a pool of vendors, digital agencies, and event agencies engaged across different initiatives, supporting other entities associated with HCL Enterprise like HCL Foundation & Shiv Nadar Foundation
Project Officer
HCL Foundation
09.2014 - 03.2021
- Spearheaded communication and engagement for key initiatives through digital and offline touch-points
- Developed content and executed digital strategies for 45 rural and 5 urban development interventions
- Successfully delivered over 20 annual campaigns, impacting over 3 million people
- Developed websites for two initiatives, achieving significant traffic with one reaching a million visitors in the first month and the other attracting 1,000 daily visitors through organic social media communications
- Delivered a successful campaign garnering over 2,500 applications for participation and 10,000+ pledges on website
- Successfully managed and executed an event with Hon'ble Chief Minister of Uttar Pradesh as chief guest
Human Resource Intern
Shiv Nadar Foundation
05.2014 - 07.2014
- Supported the HR team in employee engagement activities
- Developed and released the policy manual book for Vidyagyan Schools
Marketing Intern
Shiv Nadar Foundation
05.2013 - 07.2013
- Ideate and execute outreach engagement
- Organized 'International Week of Arts Education', an event in collaboration with Sahitya Kala Parishad & NCERT with more than 500 students participating in the art competition
Education
PGDBA -
IMT - CDL
Ghaziabad, UP04-2021
BBA - Marketing & Sales
Amity School of Business
Noida, UP05.2014
Grade XII - ISC Board
Kalabhavan Talent Res. School
Kochi, Kerala05.2010
Grade X - ICSE Board
Kalabhavan Talent Res. School
Kochi, Kerala05.2008
Skills
- Category innovation
- Process development
- Merchandising
- Consumer insights
- New Product Development
- Project Management
- Pricing strategies
- Promotional planning
- Category growth
- Vendor relations
Timeline
Category Manager
Licious
02.2022 - 05.2024
Deputy Manager, Branding
Licious
04.2021 - 02.2022
Project Officer
HCL Foundation
09.2014 - 03.2021
Human Resource Intern
Shiv Nadar Foundation
05.2014 - 07.2014
Marketing Intern
Shiv Nadar Foundation
05.2013 - 07.2013
PGDBA -
IMT - CDL
BBA - Marketing & Sales
Amity School of Business
Grade XII - ISC Board
Kalabhavan Talent Res. School
Grade X - ICSE Board
Kalabhavan Talent Res. School
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