Kaushal Kant

Key Responsibilities

• Led end-to-end P&L responsibility for the assigned geography, driving topline growth across the Paree Sanitary Pads and Super Cute Diapers portfolio.
• Delivered primary and secondary sales targets through strong distributor alignment and retail execution.
• Built a category growth strategy in the hygiene and baby care segments across GT, MT, and e-commerce channels.
• Expanded numeric and weighted distribution across urban, semi-urban, and rural markets.
• Strengthened super stockist, distributor, and retailer network, ensuring last-mile reach in Tier 2 and Tier 3 towns.
• Improved outlet coverage, SKU visibility, and product availability (OTIF execution).
• Designed and executed trade schemes, retailer incentives, and channel programs to drive off-take.
• Managed relationships with distributors, key accounts, and modern trade chains.
• Negotiated commercial terms, margins, and shelf placements to maximize visibility.
• Led ground-level activation programs for Paree Pads (health awareness, rural outreach, and institutional connect).
• Executed in-store visibility (FSU, danglers, posters), and retail branding initiatives.
• Planned sampling drives, doctor/NGO tie-ups, and awareness campaigns for feminine hygiene.
• Managed and mentored a team of TSOs, SOs, and frontline sales executives.
• Drove performance culture through KPIs, beat plans, and productivity metrics.
• Conducted regular training on product knowledge, selling skills, and execution excellence.
• Ensured optimal stock levels across the supply chain to avoid stock-outs and overstocking.
• Coordinated with supply chain and plant teams for forecasting and replenishment planning.
• Monitored KPIs like numeric distribution, WD, strike rate, RPS, and secondary sales growth.
• Leveraged sales analytics to identify gaps, and drive corrective actions.

Key Achievements.

• Accelerated Regional Growth: Delivered 10% growth in assigned territory by expanding distribution and strengthening retail execution.
• Distribution Expansion: Increased numeric distribution by 33% and added 1200 new outlets, significantly improving brand reach in rural & semi-urban markets.
• Category Penetration (Paree): Successfully drove feminine hygiene awareness campaigns, leading to 24% uplift in category adoption in low-penetration clusters.
• Super Cute Diaper Scale-up: Established diaper business in new markets, achieving 5% market share gain within first year of launch/expansion.
• High-ROI Trade Schemes: Designed retailer incentive programs delivering 2x ROI and improving secondary sales velocity.
• Retail Visibility Excellence: Achieved 50% increase in visibility compliance through structured deployment of POSM (FSU, banners, shelf strips).
• Channel Strengthening: Onboarded and activated 5 new distributors/super stockists, improving supply chain efficiency and market servicing.
• Team Productivity Boost: Improved frontline productivity (RPS/beat efficiency) by 10% through structured monitoring and coaching.
• Collection & Working Capital Control: Reduced outstanding and improved collection efficiency by 15%, ensuring healthier distributor ROI.

Key Responsibilities

• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
• Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.

• Developed and executed integrated marketing strategies across ATL, BTL, and digital channels to drive brand awareness and sales growth.
• Led go-to-market (GTM) planning for new product launches, including pricing, distribution strategy, and promotional campaigns.
• Managed digital and e-commerce channels (Amazon, Flipkart, D2C platforms), optimizing listings, promotions, and performance marketing campaigns.
• Planned and implemented BTL activations such as retail branding, in-store promotions, sampling, and dealer engagement programs.
• Conducted market research and competitor analysis to identify growth opportunities and refine brand positioning.
• Collaborated with sales teams to improve secondary sales, distribution expansion, and visibility (numeric & weighted distribution).
• Managed media planning and budgeting, ensuring optimal ROI on marketing spends.
• Handled agency coordination (creative, digital, media) to ensure consistent brand communication.
• Monitored and analysed campaign performance metrics, deriving insights to improve effectiveness.
• Built and strengthened brand identity and packaging communication aligned with target consumer segments.

Key Achievements

• Achieved 48% growth in sales revenue within X months by executing targeted marketing and distribution strategies.
• Successfully launched KDSS, HappyMak, achieving 10% market penetration in initial launch markets.
• Increased e-commerce sales contribution from 1% to 15% through performance marketing and platform optimization.
• Improved retail visibility through structured deployment of POSM (FSU, danglers, banners, shelf strips).
• Delivered 18% ROI improvement on marketing campaigns by optimizing media mix and spend allocation.
• Expanded distribution reach by 50%, adding 15 new distributors across key regions.
• Executed high-impact BTL campaigns leading to 45% uplift in secondary sales in targeted geographies.
• Strengthened brand presence in Bihar & Jharkhand markets, resulting in improved brand recall and repeat purchase rate.
• Reduced customer acquisition cost (CAC) through digital campaign optimization.

• Driving the strategic direction for a ₹400 crore body wash portfolio aligned with market trends and consumer insights.
• Leading the end-to-end process of innovation, from concept creation, designing the artwork, testing, validation, and launch planning and execution.
• Developed and implemented a communication strategy that significantly increased brand awareness.
• Utilized data-driven insights to refine product offerings, leading to enhanced customer satisfaction.
• Assisted in the development of packaging design that effectively communicated product benefits while adhering to regulatory requirements.
• Led cross-functional teams to execute successful product launches, fostering collaboration between marketing, creative, and insights teams.
• Evaluated market penetration and performance metrics to identify and leverage growth opportunities.
• Collaborated with influencers and agencies to enhance brand messaging, increasing digital visibility.
• Integrating innovation with marketing campaigns and brand communication to effectively position new launch SKUs and ensure excitement.
• Successfully launched Dove Diva Bodywash in e-commerce and modern trade, contributing an additional ₹500 lakhs in revenue.
• Led the relaunch of Lux Bodywash, resulting in a 200-basis-point penetration gain.
• Directed the launch of Pears Zero Bodywash, enhancing market share by 250 basis points.
• Oversaw a ₹400 crore body wash portfolio, driving innovative strategies that resulted in revenue growth and brand equity enhancement.
• Developed and led a targeted sales strategy for the Bodywash portfolio, achieving a 25% increase in market share by leveraging advanced negotiation techniques with key distributors, and solving complex distribution challenges.

• Directed ₹120 crore business portfolio in Jharkhand prioritizing modern trade and omni-channel initiatives.
• Collaboration with the Modern Trade Head to ensure alignment on programs, and track execution.
• Amplified sales performance via establishment of strategic alliances with key accounts and introduction of successful promotional campaigns.
• Develop tailored trade initiatives, monitor, and control expenses to ensure alignment with the budget.
• Launched innovative marketing initiatives to drive brand awareness and consumer engagement.
• Directed team of four leaders and 105 product consultants, enhancing team productivity
• Assisted clients in maximizing shelf space utilization through effective planogramming strategies, leading to better inventory turnover rates.
• Provided comprehensive training to new team members on best practices in modern trade account management, enhancing overall team performance.
• Coordinated promotional events that drove significant increases in foot traffic and product sales at retail locations.
• Coordinated with the supply chain to maintain optimal stock levels at depots.
• Assessed market dynamics and competitive movements to inform strategic planning.
• Achieved a 100 basis point increase in market share, and generated a ₹24 crore delta growth in 2022.
• Directed ₹120 crore portfolio, elevating brand visibility and market penetration through strategic leadership.

• Developed and implemented marketing platforms and sales growth strategies across urban and rural markets.
• Executed market research to remain aligned with consumer needs, enhancing brand visibility.
• Spearheaded new product development initiatives, and partnered with stakeholders for successful launches.
• Resolved customer complaints, enhancing satisfaction, and loyalty.
• Directed a group of eight sales officers, alongside sixty retail staff.
• Coached junior staff members for rapid career advancement, shaping future leadership within the organization.
• Executed branding strategies that attracted considerable market attention among Shakti Amma.
• Supervised brand development for Vim, Surf Excel, and Comfort, involving an account totaling ₹20 crores.
• Optimized supply chain operations, ensuring timely delivery of products while minimizing logistics costs.
• Enhanced brand visibility and consumer engagement across rural and urban markets.

• Managed key customer relationships, enhancing customer retention, and satisfaction.
• Developed growth plans for retail sales, aligning with business goals.
• Analyzed market delivery with team leaders for continuous improvement.
• Delivered 16% annual revenue growth, exceeding team goals.
• Key customer relationship management resulted in revenue growth and customer satisfaction.

Key Responsibilities

• Activation Planning & Execution: Design and execute on-ground campaigns, such as product sampling, society activations, van campaigns, haats, and rural outreach programs.
• Retail & Shopper Marketing: Drive visibility at stores through POSM (Point of Sale Materials), displays, in-store promoters, and merchandising initiatives.
• Consumer Engagement: Create direct interaction opportunities with consumers to drive trials, awareness, and brand recall (especially for brands like Dove, Lux, Surf Excel, etc.).
• Rural Marketing Initiatives: Execute programs like Shakti Ammas and village-level activations to penetrate rural markets and build brand trust.
• Vendor and Agency Management: Coordinate with activation agencies, promoters, and vendors to ensure smooth execution and quality control.
• Budget & ROI Tracking: Manage BTL budgets efficiently, and track ROI through metrics like sampling-to-conversion, footfall, and sales uplift.
• Market Intelligence: Capture competitor activities, pricing trends, and consumer feedback from the ground to feed into the marketing strategy.
• Sales Support: Work closely with sales teams to drive secondary sales through targeted activations and schemes.
• Collaborated with cross-functional teams for promotional effectiveness.

• Achieved consistent quarterly targets across product lines, driving market growth.
• Collaborated with teams to enhance distribution networks.
• Received the Director Award for highest market share increase in the Eastern Region.
• Contributed to market share growth and operational efficiency through effective sales strategies.

• Conducted direct sales, established client relationships, and performed market research to identify potential clients and develop targeted sales strategies.
• Sales display monitoring across 900 retail outlets at Hindustan Coca-Cola Beverages Pvt. Ltd., Indore.