Divya Puri
Chattarpur
Summary
Dynamic marketing professional with a proven track record at SUGAR Cosmetics, excelling in trade marketing and branding. Skilled in vendor management and negotiation, I drive impactful campaigns that enhance brand visibility. Passionate about market insights, I leverage data-driven strategies to achieve significant growth and foster strong stakeholder relationships.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Assistant Trade Marketing Manager
SUGAR Cosmetics
01.2022 - Current
- Leading GT branding execution across India, ensuring seamless campaign implementation.
- Retailer Engagement: Collaborating with retailers to enhance in-store branding execution and ensure better brand placement.
- Training & Development: Guiding the sales teams on trade marketing strategies and effective POSM utilization.
- New Initiative Execution: Introducing innovative trade marketing initiatives to boost brand visibility in high-potential markets.
- Spearheading vendor management, ensuring cost optimization, quality control, and timely execution of branding assets.
- Conducting competition analysis and market intelligence to refine branding strategies and identify growth opportunities.
- Executing high-impact branding campaigns to strengthen brand presence in General Trade (GT) and local markets.
- Overseeing GT branding execution for three brands (SUGAR, SUGAR POP, Quench), tailoring strategies to their respective market segments.
- Leading cross-functional coordination with sales and marketing teams to align branding initiatives with business objectives.
- Driving ROI-focused trade marketing strategies, ensuring effective placement of branding materials for maximum consumer impact.
Influencer Marketing Manager
Lets Influence
10.2020 - 12.2022
- Shortlisted and onboarded influencers based on campaign objectives, ensuring alignment with brand goals and audience demographics.
- Negotiated contracts and deliverables with influencers and their managers, optimizing budgets while maximizing campaign reach.
- Managed end-to-end influencer collaborations, ensuring smooth execution and timely content delivery.
- Built strong relationships with influencers and talent managers to enhance long-term brand partnerships.
- Awarded 'Employee of the Month' for outstanding efficiency and negotiation skills, successfully securing cost-effective influencer deals while maintaining quality collaborations.
Trade Marketing Executive
Oshee India
09.2019 - 05.2020
- Developed and executed trade marketing strategies for brand growth.
- Coordinated with sales teams to optimize POS branding and retail visibility.
- Left due to company’s financial instability during COVID-19.
Brand Ambassador
Brindco Sales Pvt Ltd
06.2018 - 09.2019
- Developed and executed trade marketing strategies for Hopper, ensuring brand visibility and increased sales across Central & South Delhi.
- Project Lead in Hop Spot – Hopper property activation event.
- Project Lead for Hoppy Nights, Growler Promotion with Beer Café (Central & South Delhi)
- Project Lead at Hopper’s Christmas Brunch – organizing & executing Influencers-meet at Irish House.
- Led on-ground marketing campaigns, consumer activations, and brand promotions in high-footfall venues, including bars, restaurants, and retail outlets.
- On-Ground Execution & Compliance: Conducted regular market inspections to ensure proper placement of branding materials, monitored beer serving in branded glassware, and trained staff to enhance product knowledge and upselling techniques.
- Retail Activation: Introduced free branded glassware at liquor retail stores to boost brand visibility and consumer engagement at the point of sale.
- Conducted bar staff training sessions to enhance product knowledge, ensuring effective brand advocacy and improved customer experience.
- Managed vendor negotiations, procurement, and deployment of POSM and branding materials to optimize market execution and retail presence.
- Planned and executed tasting sessions and influencer collaborations to boost brand engagement and customer loyalty.
- Collaborated with the sales team to develop ROI-driven marketing strategies, aligning trade promotions with sales objectives.
- Monitored competitor activities and market trends, providing insights to refine marketing strategies and gain a competitive edge.
Marketing Executive
Luncheon Box
07.2015 - 06.2016
- Managed corporate clients, offering tailored catering solutions for corporate lunches, events, and large-scale gatherings. Clients like volvo, experion and infogix.
- Designed marketing brochures and promotional materials to enhance brand visibility and attract potential clients.
- Coordinated event logistics, working closely with event coordinators to ensure seamless execution of corporate catering services.
- Developed and maintained strong client relationships, ensuring repeat business and customer satisfaction.
- Supported sales and marketing initiatives, contributing to lead generation and brand outreach in the corporate sector.
Education
MBA - International Business & Marketing
EMPI Business School
Chattarpur07-2018
Bachelor of Science - Hotel & Hotel Administration
IHM Kufri, Shimla
07-2015
Bachelor of Tourism Studies -
IGNOU
Skills
- Trade marketing and branding: GT and MT branding execution, BTL activations, POSM deployment and optimization, retail visibility and merchandising, vendor management, and negotiation
- Marketing strategy and execution: trade promotions and consumer activations, market intelligence and competition analysis, brand awareness campaigns, ROI-driven marketing strategies
- Stakeholder and vendor management: budgeting and cost optimization, vendor coordination and procurement, influencer, and collaboration
- Market research and insights: competitive benchmarking, sales and marketing alignment, data-driven decision-making
Certification
- Certificate in organic skincare formulation
- Live project – “Sabse Saste 6 Din” with Big Bazaar (January 21, 2017, to January 26, 2017): Assisted in client handling and sales generation during one of Big Bazaar’s largest promotional events, driving high footfall through strategic marketing interventions
Accomplishments
- Karwa Chauth activation (2022): Led the execution of makeup stalls across five regions in just seven days, including last-minute expansion to SUGAR POP Achieved ₹7,02,807 in sales with a marketing spend of ₹1,02,820, delivering a strong ROI Recognized by the National Sales Head and Brand Manager for exceptional execution.
- Shehnaaz Gill’s GSB execution (2023-09): successfully implemented 60+ general store branding (GSB) setups in just three days for Shehnaaz Gill’s brand ambassador launch, ensuring high-impact visibility across key markets
- Product placement and activation in HORECA (Town Hall, The Pint Room, etc)
- Product placement and activation in gyms (Innov8, Fit 7, Hashfit, Team Core, etc.)
- Activation in MT (Food Hall, Twenty-Four Seven, etc.)
- Successfully collaborated with xBhp
- Hoppetizer campaign: Conceptualized and executed the 'Hoppetizer' campaign, pairing beer and appetizers to creatively promote beer in cafes and restaurants while complying with alcohol marketing restrictions, and designed tent cards featuring beer and pizza imagery, ensuring placement on tables for maximum visibility
References
References available upon request.
Timeline
Assistant Trade Marketing Manager
SUGAR Cosmetics
01.2022 - Current
Influencer Marketing Manager
Lets Influence
10.2020 - 12.2022
Trade Marketing Executive
Oshee India
09.2019 - 05.2020
Brand Ambassador
Brindco Sales Pvt Ltd
06.2018 - 09.2019
Marketing Executive
Luncheon Box
07.2015 - 06.2016
MBA - International Business & Marketing
EMPI Business School
Bachelor of Science - Hotel & Hotel Administration
IHM Kufri, Shimla
Bachelor of Tourism Studies -
IGNOU
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