Leander Reis Fernandes
Senior Regional Trade Marketing Manager
Bangalore
Summary
Dynamic marketing professional with over 10 years of experience in the alco-bev industry, specializing in brand management, trade marketing, and campaign execution. Expertise includes market assessment, brand equity development, and driving sales growth through well-structured brand plans, activations, and trade programs. Proven ability to manage vendors and events, develop impactful POS materials, and optimize A&P budgets to ensure maximum ROI. Recognized for exceptional multitasking skills, consistently meeting deadlines while delivering results that enhance brand presence and elevate consumer engagement.
Overview
11
11
years of professional experience
3
3
Languages
Work History
Senior Manager Trade Marketing
B9 Beverages Limited (Bira91)
10.2024 - Current
- Regional Trade Marketing Lead South India - Karnataka, Andhra Pradesh, Telangana, Pondicherry, Kerala & Odisha.
- Established strong relationships with On & Off Trade, ensuring long-term partnerships and repeat business.
- Led cross-functional teams to achieve project milestones and deliver high-quality results.
- Supported the development of annual budgets, consistently achieving cost-saving targets without compromising strategic objectives.
- Conducted comprehensive market research to identify emerging trends and competitive insights for informed decision making.
- 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.
National Trade Marketing Manager
Brindco Sales Private Ltd
01.2024 - 10.2024
- Managed the beer portfolio Buho Wit & Strong and Hopper Wit Bier across India for On & Off trade.
- Handled 400+ Wine brands, featuring renowned brands such as Penfolds (TWE), Mouton Cadet (BPDR), Bodega Norton, Marchesi Di Barolo, Cakebread, Tarapaca (VSPT) etc.
- Handled end to end E-Commerce business operations on platforms like Amazon, Flipkart, Dunzo, Zepto, Big Basket for evian Mineral Water and Franklin & Sons.
- Managing India A&P budget across Beer, Wines & Non Alcoholic.
- Successfully ideated and executed experiential bar at Vinexpo Mumbai 2024, lead to about 3000+ Trails.
Manager - Special Projects India
Ab-InBev India Pvt Ltd
01.2022 - 10.2023
- Spearheaded celebrity brand partnership for D’YAVOL and developed an effective GTM strategy.
- Drove visibility and consumer promotion campaigns across India in premium retail (off-trade) and luxury hospitality (5-star hotels).
- Conceptualized and launched two enduring IPs—D’YAVOL Tables & After Dark—which continue successfully today.
- Coordinated cross-functionally with Finance, Legal, Brand, and Sales teams to ensure seamless market execution.
- Conducted blind tastings of new liquids pre-launch to validate product-market fit.
- Led and managed a team of 3, fostering collaboration and driving impactful brand marketing initiatives.
Territory Marketing Manager
Pernod Ricard India Pvt Ltd
07.2021 - 01.2022
- Channel Marketing Head towards activities for all PRI portfolio for Modern Off Trade & Mass Market Retail.
- Planned the Brand Development Plan
- Execution of the promotional activities
- Vendor Negotiations & Management
- Create avenues/ Look for opportunities for Promotional Activities, Visibility & Events
- Coaching, Training the Brand Advocates, DSMs & Merchandisers
- Maintain relationship with Trade Partners & CSM's
- Market Intelligence
- Led cross-functional teams for product launch events, significantly enhancing market penetration - Passport Scotch & Something Special
Territory Marketing Executive
Pernod Ricard India Pvt Ltd
06.2018 - 06.2021
- Handled trade marketing for Domestic Key Accounts & Modern Off Trade Channel in Bangalore.
- First of its kind experiential Jameson Bar Conceptualized & Executed in Catholic Club.
- Worked on effectiveness of Cross Promotion - On & Off trade
- Drove Dedicated Brand Advocates in both Channels (Clubs & MOT)
- Conceptualized key IP for South India, Jameson Brand Ambassador Bar Takeovers - "Cocktails with Cillian"
- Single Malt Dinner Sessions, Wine Tastings & Brand Advocacy Sessions
- Innovative Visibility score across Bangalore in battle ground brands.
Trade Marketing Manager
Ab-InBev India Pvt Ltd
04.2016 - 06.2018
- Budweiser, Budweiser Magnum, Leffe, Hoegaarden & Stella Artois, Foster's Lager, Foster's Gold, Knock Out, Royal Challenge for the Off Trade Channel in Bangalore.
- Plan & execute promotional campaigns as per the channel visibility target
- Inventory Asset management
- Lead channel merchandiser to ensure the execution in the account
- Vendor Management
- Reporting & Analysis (Pre-During- Post Promotions)
Brand Activation Executive
Ab-InBev India Pvt Ltd
07.2015 - 03.2016
Market Research Intern
United Breweries
05.2014 - 06.2014
- Gained insights into beer drinking frequency, occasions, and preferences within the target segment - 400 interviews on ground at retail stores.
- Identified key purchase drivers such as price, taste, packaging, availability, and brand image.
- Mapped the demographic profile (age, gender, income, profession) of core beer consumers.
- Segmented consumers by region, age group, and income level to highlight variations in consumption patterns.
- Provided actionable inputs for product positioning, channel strategy, and targeted promotions.
Education
MBA - Marketing
MIT School of Business
Pune, India 05.2013 - 2015.04
BCA - Computer Applications
Goa University
Madgaon, India 05.2010 - 2013.05
Skills
- Strategic Planning
- BTL Execution
- Communication and Presentation
- Resource allocation
- Cross-functional team coordination
- BTL Execution
Timeline
Senior Manager Trade Marketing
B9 Beverages Limited (Bira91)
10.2024 - Current
National Trade Marketing Manager
Brindco Sales Private Ltd
01.2024 - 10.2024
Manager - Special Projects India
Ab-InBev India Pvt Ltd
01.2022 - 10.2023
Territory Marketing Manager
Pernod Ricard India Pvt Ltd
07.2021 - 01.2022
Territory Marketing Executive
Pernod Ricard India Pvt Ltd
06.2018 - 06.2021
Trade Marketing Manager
Ab-InBev India Pvt Ltd
04.2016 - 06.2018
Brand Activation Executive
Ab-InBev India Pvt Ltd
07.2015 - 03.2016
Market Research Intern
United Breweries
05.2014 - 06.2014
MBA - Marketing
MIT School of Business
05.2013 - 2015.04
BCA - Computer Applications
Goa University
05.2010 - 2013.05
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