Danish Khan

Overview-Responsible for the growth of brand health metrics in line with business KPIs for TVS Jupiter. Primary objective is to build, sustain & increase mind share, market share & profit share.

1.Business & Strategy (MS/Vol/A2S/CAME/Pricing/Geo/BHM/Product/Consumer)

• Strengthened No.2 position pan-India in scooter segment with consistent MS/Vol increase (19-20/20-21/22-23/23-24 YTD MS- 10.7%/12.1%/12.6%/15%/15.4%)
• Delivered ever highest share of 12.1% (gain of 1.4% over LY) during Covid-19 crisis with segment highest growth in brand equity index in FY 20-21
• Launched 3 first-in-segment variants- Jupiter Grande, Jupiter SMW & Jupiter 125 SmartXonnect
• Continuously delivering the lowest A2S (Advertising-to-Sales ratio) & highest CAMI % in TVSM commuter portfolio
• Became strong no.2 in key scooter states like MAH, TN, KAR, & KER
• Conducted & were a part of multiple deep dive studies for product interventions & periodic Brand-Track studies.

2. Communication & Promotion (Uniform Messaging/Content/Medium/Monitoring/Improvise)

• Gain of 11 points in spontaneous awareness levels over 6 quarters
• High recall of core brand message & AQs getting registered in all studies
• Instrumental in devising new brand messaging during 2 critical transitions (BS4 to BS6 in 19-20, Brand tonality change in 23-24)
• Managed with 50%+ budget cuts during Covid-19 while still delivering required SOVs/SOEs for key states.
• Hands-on with 360-degree media planning (Digital awareness/performance, TV, Print & BTL)
• Creation of 4 successful TV campaigns with brand ambassador, Mr Amitabh Bachchan (19-20, 20-21 & 2 nos in 23-24)
• Conversation starter for digital & traditional marketing attribution with 2 domain expert agencies
• Delivering highest digital conversion & website traffic growth amongst all TVSM brand (Conv- 9%, WS traffic growth over LY-309%)

3.Stakeholder Collaboration & Reporting:

• Cross-functional collaboration with all internal & external teams to ensure successful delivery of brand & marketing actions (First TVSM brand to transition from BS4 to BS6)
• Sales/field connect for real-time market updates & timely tactical interventions.
• Periodic reviews with HOD & other stakeholders for reporting & feedback

Overview- Acting as an interface within marketing function & cross-functional departments (internal & external) to facilitate delivery of business KPIs (MS/Vol/Traffic/A2S/CAME) & providing actionable inputs on strategic/tactical interventions as per the market demands.

• Monitor industry trends and competitor activities to identify market opportunities and risks
• Pre-emptive actions based on competition forecasting
• Annual resource planning to ensure deliverables on A2S & CAMI are achieved (Highest departmental CAMI delivered in 22-23)
• Established review cadence to assess marketing actions efficacy wrt business deliverables.
• On-boarding of Neurons Inc, an AI-based creative appreciation tool
• Initiated Customer Journey Mapping project with Salesforce to enhance consumer experience across all touchpoints of shop, buy & care
• Customized spends management platform to transform marketing action effectiveness.
• Collaborated with data analytics team for Next Best Actions predictive capability based on historical data
• Created 10+ dashboards with data analytics team for automation of vital business process

3. Consumers connect to ensure marketing actions are aligned with problem/opportunity areas.

Overview-Responsible for creating scooter breakthroughs in north zone states by acting as brand custodian & nodal communication point between regional sales & central marketing. Focus was on faster planning & execution of ATL/BTL actions without comprising on brand hygiene.

Scope of responsibility

• Created action-geo grid basis problem type for key problem states (Top Funnel issues- ATL, Lower Funnel Issues- BTL/Tactical)
• Breakthroughs market share gains of 2%+ in Lucknow, Chandigarh, Agra, Dehradun & Allahabad through focused actions
• Negotiated & executed one of the biggest brand integrations at 500+ IOCL outlets in UP, UK & NCR (saved upwards of Rs 5 Cr equivalent OOH spends)
• Identified 5+ regional vendors for print & outdoor leading to 25% reduced cost & faster execution.

Overview- Responsible for delivering policy plan of 2W sales & market share for assigned territory through primary/secondary channel management & better consumer experience. Objective was to enhance TVSM presence in Hero & Honda dominant towns.

Scope of responsibility:

Delivered highest 2W market share of 20%+ in state in 13-14 & 16-17

§ Only territory to beat Hero Moto & become No.2 in scooter segment in state.

§ Achieved premium segment leadership (TVS Apache-35%+ MS) in all towns of assigned territory.

§ Increased primary network productivity to 200+ nos from

§ Revived 3 near-closure main dealers & made them profitable in 2 years.

§ Arranged Rs 10 Cr+ working capital by bringing all channel under inventory funding

§ Expanded secondary network from 15 nos to 35 nos during first year of operation.

§ Conducted 1000+ test ride campaign for TVS Sport economy motorcycle in Kanpur town.

§ On-job training to staff for FAB delivery to customers

§ Implementing retail identity standards across network