Balvinder Singh
Lucknow
Summary
Trade Marketing Leader with over 12 years of experience driving growth for Alcobev and FMCG brands throughout North India. Enhanced brand visibility across 12,000+ outlets, successfully launched 4+ brands, and executed 500+ retail and on-trade campaigns with 98% quality assurance. ROI-focused strategist specializing in Below-the-Line (BTL) and go-to-market (GTM) initiatives—optimizing POSM, value-added pack promotions (VAP/GWP), budgets, vendor partnerships, and multi-city rollouts.
Overview
16
16
years of professional experience
Work History
Regional Marketing Manager
Tilaknagar Industries
Lucknow
12.2025 - Current
- Managing consumer promotions to boost brand visibility and sales performance for Uttar Pradesh.
- Driving customer marketing initiatives to increase over-the-counter sales.
- Developed regional marketing strategies aligned with company goals.
Trade Marketing Manager
Pernod Ricard India Pvt. Ltd.
Lucknow
07.2022 - 11.2025
- Executed trade marketing and brand activation strategies for UP-East.
- Managed 20 CR budget for consumer promotion and visibility initiatives.
- Planned and coordinated budgets for BDP and campaign execution.
- Launched three new brands: BPFE and RSDD, achieving successful market entry.
- Drove visibility campaigns across over 5000 retail locations.
- Developed promotional campaigns that generated leads and boosted sales.
- Collaborated with team members to align marketing strategies with organizational goals.
Trade Marketing Executive
Pernod Ricard India Pvt. Ltd.
Kanpur
03.2020 - 06.2022
- Spearheaded marketing and branding activation across 14 districts from Kanpur headquarters.
- Executed strategic management of branding initiatives, including promotions and point-of-sale materials.
- Orchestrated launch of two innovative products (HP 8Y & OG) in Uttar Pradesh, generating substantial market engagement.
- Oversaw secondary sales for PR outlets in Kanpur, optimizing product display and implementation schemes.
Trade Marketing Executive
Pernod Ricard India Pvt. Ltd.
Gurgaon
05.2018 - 03.2020
- Led branding and marketing initiatives across Haryana's Retail and On-Trade channels.
- Increased visibility in over 2,000 Off-Trade and 200 On-Trade outlets.
- Orchestrated over 100,000 man-days of impactful promotions with third-party teams.
- Launched innovative product lines BII and BIO, executing over 100 successful campaigns.
- Achieved an average campaign score of 95% through strategic planning.
- Enhanced brand recognition via new activation channels such as BYOB venues and co-working spaces.
Sr. Executive - Activation & Execution
South Asia FM limited (93.5 Red FM)
Lucknow
07.2016 - 04.2018
- Managed four key stations in Uttar Pradesh: Kanpur, Lucknow, Allahabad, and Varanasi.
- Generated ₹1.5 crore in revenue and ₹50 lakh in profit from activations in one year.
- Promoted to oversee activations for 13 stations and led the largest simultaneous campaign for RSPL Group across 13 cities.
- Worked with notable clients, including RSPL Group, Pernod Ricard India Pvt. Ltd., Gionee India Pvt. Ltd., Prism Cement Ltd., Gyan Dairy, and H&R Johnson India Ltd.
Asst. Manager - Marketing
Marvel Tea Estate India Ltd.
Gurgaon
05.2014 - 06.2016
- Coordinated brand endorsement deal with Priyanka Chopra as ambassador for Marvel Tea.
- Executed successful song sponsorship for film 'Tevar,' featuring 'Let's Celebrate' by Imran Khan.
- Achieved two promotions within two years due to exceptional performance outcomes.
- Established and directed Marvel Royal Club to enhance engagement with premium customers.
- Oversaw media buying strategies across TV, press, outdoor, radio, and digital platforms.
Freelancer
Kanpur
09.2009 - 04.2014
- Awarded "Best Activation Manager (Freelancer)" by Amar Ujala for the Lakshya 2011 Campaign.
- Secured the highest paid memberships for the Amar Ujala Rupantaran Club.
- Recognized by HUL (Tazaa Tea) for a 3% market share increase in Gorakhpur through door-to-door and mystery consumer activations.
- Promoted from Volunteer to Team Leader at Jagran Solutions.
- PONDS - C.K.T. Brand promotion via roadshows and college activations.
- Fair & Lovely Brand promotion through college activations.
- Amar Ujala Campus Konnect: Successful brand promotion with sponsored partnerships.
- Lakshya 2011 Organized a prominent education fair.
- Tazaa Tea Led brand and sales promotions through strategic roadshows and mystery consumer activities.
Education
Bachelor of Arts -
CSJM University
KanpurSkills
- Brand activation and promotion
- Campaign planning and budget management
- Market analysis and segmentation
- Product development and tracking
- Data-driven decision-making
- Marketing strategy formulation
- Consumer promotions management
- Problem-solving skills
- Trade marketing expertise
Personal Information
Date of Birth: 03/09/90
Languages
English
Proficient (C2)
C2
Hindi
Native
Native
Punjabi
Intermediate (B1)
B1
Accomplishments
Recognized for exceptional performance in the Supernova Contest with an awarded trip to Japan.
Timeline
Regional Marketing Manager
Tilaknagar Industries
12.2025 - Current
Trade Marketing Manager
Pernod Ricard India Pvt. Ltd.
07.2022 - 11.2025
Trade Marketing Executive
Pernod Ricard India Pvt. Ltd.
03.2020 - 06.2022
Trade Marketing Executive
Pernod Ricard India Pvt. Ltd.
05.2018 - 03.2020
Sr. Executive - Activation & Execution
South Asia FM limited (93.5 Red FM)
07.2016 - 04.2018
Asst. Manager - Marketing
Marvel Tea Estate India Ltd.
05.2014 - 06.2016
Freelancer
09.2009 - 04.2014
Bachelor of Arts -
CSJM University