Karthikeyan Ramaswamy
Agri Business / Inputs
Chennai
Summary
Results-driven with more than 22 years of experience in Agri Inputs Industry with forward-thinking approach centered on company success and competitive growth. Demonstrated record of success in building strong and profitable brands, successful teams and managing profitable operations.
Overview
21
21
years of professional experience
8
8
years of post-secondary education
Work History
AVP - Customer Engagement & Branding
Coromandel Interational Limited
Hyderabad
04.2008 - 07.2022
- Responsible for customer acquisition initiatives for Retail SBU OF Coromandel International Limited
- Customer initiatives to improve Number of Bills / Customers (NOB / NOC), Average transaction value (ATV), Repeat buying, Churn rate management and New customer acquisition
- Special program to improve sales contribution from High Networth Individual (HNI) farmers
- Customer Loyalty programs to improve repeat buying and ATV
- Cross category scheme sto leverage on customer wallet share potential
- CRM database management and analytics based on crop, season, acreage and inputs consumption pattern to devise customer acquisition programs
- Customer feedback surveys like Satisfaction surveys, Brand equity studies, Brand perception studies. Mystery audits and Net Promoter score (NPS) on continuous basis to improve Retail service levels
- Continuous tracking of Marketing ROI based on customer contact records, sales conversion and wallet share improvements
- Customer contact activities planning and execution in line category level sales targets into BTL, Mass media, OOH and Digital / Mobile media based on customer segmentation
- Working with Advertisement agencies / Outreach agencies on communication and branding
- Handled technical advisory team "Hello Gromor crop advisory group" to take care of farmer level recommendations on crop packages covering nutrition and crop protection measures
Product Manager - Specialty Nutrients
Coromandel International Limited
Hyderabad
04.2006 - 03.2008
- Responsible for Sales and profitability of specific brands of Speciality nutrients products covering secondary nutrients, Micro nutrients and water soluble grades under Speciality nutrients division .
- Marketing program designing and coordination with field team on execution. Campaign planning as per crop season approach.
- Studying competition trends and taking decisions on pricing, schemes and customer level initiatives
- Designing media approach covering Mass media and Mobile connect
- Tracking brand acceptance at customer levels through feedback management, satisfaction studies
- New product evaluation through trials at select research stations and farmer fields
- Point of place promotion a dealer points to create brand visibility and customer engagement
Brand Manager - Agrochemicals
EID Parry (India) Limited
Chennai
04.2000 - 03.2005
- Responsible for sales and profitability of specific brands of Insecticides / Miticide, Fungicides and PGRs at All India level
- Developed brand positioning strategies and new product launches
- Campaign planning covering BTL, TTL and Mass media methods and evaluation on Marketing ROI of specific brands
- Product performance evaluation in line with competing brands
- Tracking sales and liquidation of specific brands
- Tracking dealer level selling prices and treatment costs of different brands and evaluating their performances on a continuous basis
Education
MBA - Marketing And Finance
School of Management (SOM),
Pondicherry Central University 04.1998 - 03.2000
Post Graduate Diploma - International Business
Pondicherry Central University
School Of Distance Education 04.1998 - 03.1999
Bachelor of Science - Agriculture
PAJANCOA &RI - TNAU
Karaikal 01.1994 - 02.1998
Harvard Manage Mentor - Business Leadership
Senior Leadership Program
Management Development Center Of Murugappa Group 04.2008 - 03.2009
Executive Development Program - Digital Marketing
IIM
Bangalore 06.2014 - 07.2014
All India Inter University player in Chess
Participated in All India Inter University Chess championship during 1998-1999
Timeline
Executive Development Program - Digital Marketing
IIM
06.2014 - 07.2014
AVP - Customer Engagement & Branding
Coromandel Interational Limited
04.2008 - 07.2022
Harvard Manage Mentor - Business Leadership
Senior Leadership Program
04.2008 - 03.2009
Product Manager - Specialty Nutrients
Coromandel International Limited
04.2006 - 03.2008
Brand Manager - Agrochemicals
EID Parry (India) Limited
04.2000 - 03.2005
MBA - Marketing And Finance
School of Management (SOM),
04.1998 - 03.2000
Post Graduate Diploma - International Business
Pondicherry Central University
04.1998 - 03.1999
Bachelor of Science - Agriculture
PAJANCOA &RI - TNAU
01.1994 - 02.1998