BRAJENDRA KUMAR
Summary
- Dynamic and strategic marketing leader with 16+ years of experience driving brand strategy, digital marketing, brand & product launches, AI & data-driven marketing, ATL/BTL execution, content, CRM, digital ecosystem building, ROI-focused strategies-proven track record across the automotive, farm mechanisation, and EV
- Business growth leader with a fine balance between traditional and modern-day marketing, a data-driven approach with expertise in digital and offline, executed campaigns that deliver measurable business impact, CPL & CPA Optimisation, demand funnel management, and mentorship for sales and market share enhancement.
- Worked with leading auto and farm mechanisation brands, Honda 2 Wheelers, Kinetic Green, Tata Motors, New Holland Fiat & Sonalika Tractors. As Chief of Marketing at Kinetic Green (EV-2W & 3W), built the brand from the ground up, relaunched Brand Kinetic in a New Avatar, launched products and the legendary "E-Luna".
Overview
17
17
years of professional experience
Work History
Lead - Marketing (GM- Marketing)
Sonalika Tractors
03.2025 - 11.2025
- Responsible for overall marketing strategy and execution, marketing operations, product and sales promotion, digital marketing, digital ecosystem, website, new brand positioning, call centre, MIS, lead generation, market research, and content strategy and development.
- Improved the efficiency and effectiveness of the ongoing projects, and also initiated initiatives such as 'New Brand Positioning of Sonalika' and 'AI Implementation in Content' to improve engagement by 63%.
- Effectively executed International and National Dealer Sales Conference, Regional Sales Promotion with a business-driven approach.
- Responsible for completely realigning the budget management to make it more effective by 26%.
- Built the digital ecosystem and effectiveness in digital marketing, KPIs improved by 17%.
Head - Marketing 2W & 3W-EV (GM- Marketing)
Kinetic Green
Pune
05.2023 - 03.2025
- Responsible for overall marketing initiatives, brand strategy and execution, marketing operations, digital marketing, digital ecosystem, website, call centre, MIS, lead generation, market research, intelligence, allied business, and go-to-market strategies.
- Brand launch of Kinetic Green with new identity, new logo, new CI, and launch of iconic E-Luna and scooter, high-speed 3W, and ground-level execution planning.
- Developed and implemented a marketing plan that raised the company's ranking from 16 to 6 in EV.
- Integration of digital assets, social media pages, websites, auto portals, call centres, LMS, DMS, and CRM, resulting in more than 78% contribution to leads and improved customer experience.
- Developing go-to-market strategies, product launches, market research, positioning, communication strategy, and schemes to boost demand.
Deputy General Manager - Corporate Communication
Tata Motors
02.2022 - 04.2023
- Responsible for internal and external communication, supported by Auto Expo, Dealer Meet, All Hands Meet.
- Plan the annual calendar of Tata Motors CV, execute strategies to strengthen the communication, develop content, and be responsible for brand guidelines, CI, and VI of the brand.PR and Digital Marketing.
Brand & Communication Manager (India & SAARC)
CNH Industrial - India
India
06.2018 - 01.2022
- India Team Lead for Brand Strategy, Sales Promotion, Product Launch, Enquiry Generation, Media Planning and Buying, Positioning, Communications, including ATL/BTL, Brand content, Events, & inquiries.
- Digital Strategy Planning & Execution, module resulting in 33% improvement in Sales funnel and inquiry gone up by 310%. Responsible for the website, SEO, SMO, and social media.
- Redesigning the Brand Architect, Execution of Annual Calendar and Sales Promotional activities.
- Briefing and development of TVCs and digital films for Corporate Branding and products, aligned Promotion to strengthen sales, Conceptualisation, and developed Content for social media.
- Process improvement to achieve Branding & Sales Promotion KPIs.
- Developed and implemented Strategy and policy for the Field Level, leading to an increase in enquiry by 24%.
- Grown PR coverage by 289% as compared to last year and triple-digit growth in the past 4 years.
- Digital Platform tie-up with farm mechanisation portals for Brand Promotion, enquiry, and Content.
- Planning and supporting the cross-functional teams in the execution of events like Family Day, responsible for internal communications and engagement activities.
- Execution of Brand and Product initiatives from the Global & AMEA Team.
Unit Leader - Corporate & Brand
Honda Motorcycle & Scooters India
Gurgaon, India
03.2015 - 06.2018
- Planning, media agency briefing, buying, and execution of TV, print advertising, and radio in coordination with the regional team; handled media buying of more than INR 3,500 million directly.
- Responsible for planning and execution of corporate and brand promotion projects, such as corporate TVCs, corporate events, inter-department activities, and annual media budget management.
- Conceptualisation, planning, and execution of corporate lead campaigns and events like Auto Expo (2016 and 2018), Dealer Business Meet (International & Domestic).CBS Campaign & Regional Promotional Plan.
- Ensured brand leadership and KPI improvement by developing integrated communication strategies, shortterm and long-term goals through ATL, BTL, media planning and buying, and support in NPD.
- Conceptualisation, planning, and execution of biggest launch event in the automobile industry, 'Revfest.'
- Responsible for Corporate Identity (CI) improvement at the dealership, and support in merchandise.
- "NAVI" launch and responsible for the success of the product, initiated a customisation corner at the dealership.
- Developed a shop-in-shop for Big Bikes with the existing dealership, leading to the dealer's ROI improvement.
- Planning and executing events and other BTL initiatives, Metro Station Branding (Vishwavidyalaya and IFFCO).
Assistant Manager -Marketing
Sonika Tractors, International Tractors Ltd.
Delhi, India
05.2012 - 03.2015
- Annual marketing planning and execution, media planning, negotiations, buying, and execution.
- Planning and execution of ATL and BTL activities, sales promotion activities, and responsible for inquiries.
- Responsible for PR, digital marketing, content, TVCs, AFPs, and corporate identity programs.
- New product launch conceptualization, planning, execution, and post-launch activities.
- Demonstrated skills in planning, execution, and measuring activities, events, exhibitions, and local activities.
Manager - Sales Promotion
MTC PVT. Ltd.
India
12.2010 - 04.2012
- Ensured the sales and distribution of Madhukar AquaFresh packaged drinking water across North and East-Central India, and promoted Madhukar AquaFresh through BTL and ATL activities.
Executive -Client Promotions (BTL Activities)
Big92.7fm, Reliance Media World Ltd.
Delhi
02.2009 - 05.2010
- Demonstrated skills in planning, executing, coordinating, and reporting to the client for all BTL projects for 19 stations in the north at BIG92.7fm and Business Partner Management.
Education
PGDBM - SCM And Marketing
ISB&M
Pune, India06.2009
B.E. - Electrical
P.D.V.V.P. College of Engineering
Ahmednagar, Pune, India05.2007
Executive Program - Digital & Social Media Marketing
Indian Institute of Management - IIM
Raipur, India01.2020
Skills
- Strategic Marketing
- Brand Leadership
- Integrated Campaign
- Digital Marketing
- Brand Strategy
- Content Strategy
- Creative Direction
- Market Research
- Competitive Analysis
- Customer Engagement
- Product Launch
- Product Management
- Performance Marketing
- SEO
- SEM
- AI-Driven Content
- EV Marketing Strategy
- ATL Campaigns
- BTL Campaigns
- Go-To-Market Strategy
- Data-Driven Approach
- KPI Management
- Marketing Automation
- Salesforce
- CRM
- DMS
- LMS
- Media Planning
- Media Buying
- ROI Optimisation
- Funnel Optimisation
- Customer Acquisition Cost
- Budget Optimisation
- Call Centre Management
Timeline
Lead - Marketing (GM- Marketing)
Sonalika Tractors
03.2025 - 11.2025
Head - Marketing 2W & 3W-EV (GM- Marketing)
Kinetic Green
05.2023 - 03.2025
Deputy General Manager - Corporate Communication
Tata Motors
02.2022 - 04.2023
Brand & Communication Manager (India & SAARC)
CNH Industrial - India
06.2018 - 01.2022
Unit Leader - Corporate & Brand
Honda Motorcycle & Scooters India
03.2015 - 06.2018
Assistant Manager -Marketing
Sonika Tractors, International Tractors Ltd.
05.2012 - 03.2015
Manager - Sales Promotion
MTC PVT. Ltd.
12.2010 - 04.2012
Executive -Client Promotions (BTL Activities)
Big92.7fm, Reliance Media World Ltd.
02.2009 - 05.2010
PGDBM - SCM And Marketing
ISB&M
B.E. - Electrical
P.D.V.V.P. College of Engineering
Executive Program - Digital & Social Media Marketing
Indian Institute of Management - IIM