LOVELESH KALRA
TRADE MARKETING, BRAND PARTNERSHIP & COMMUNITY BUILDING
Gurgaon,HR
Summary
Dynamic marketing leader with a proven track record at Carlsberg Group and DIAGEO-United Spirits, excelling in Trade Marketing, key account management and strategic planning. Spearheaded innovative partnerships and activations, achieving brand volumes and enhancing brand visibility. Skilled in vendor negotiation and fostering teamwork, I consistently deliver impactful marketing solutions and substantial market share growth.
Overview
12
12
years of professional experience
Work History
National Trade Marketing Manager
Carlsberg Group
03.2022 - Current
- Responsible for like minded brand partnerships and community building initiatives across brand portfolio like CARLSBERG & TUBORG
- Devised strategy to partner with SUNBURN, I ROCK, INDIA BIKE WEEK, BOLLYWOOD MUSIC PROJECT & various individual tours like ARIJIT SINGH Live, KING Live, B Praak, to name a few
- Leveraging various platforms ( OOH, radio, Off trade, On trade & digital) to reach maximum consumers
- Collaborated closely with cross-functional teams to ensure successful execution of targeted marketing initiatives.
- Improved promotional effectiveness by consistently analyzing campaign metrics and adjusting strategies accordingly.
- Managed annual budget allocations for trade marketing, ensuring optimal return on investment for each expenditure.
- Played a pivotal role in launching new products successfully within target markets by devising effective go-to-market plans.
- Played a pivotal role in creating Consumer activation model for the on trade & implementing same successfully in the market. The Platform is role model for all consumer activation for carlsberg going forward
- Developed strategic and tactical marketing plans for country.
- Negotiated favorable terms with vendors and suppliers, resulting in cost savings without sacrificing quality or service levels.
- Created a Visibility & Activation toolkit for brands with some key activations like Tuborg Premier League, Brunchfest with Carlsberg.
Senior Manager Customer Marketing
DIAGEO-United Spirits
07.2017 - 03.2022
- Playing key roll in Delhi RTM change ensuring Visibility of Diageo brands & assets
- Executed various activations in the market ensuring world class execution & ROI ( N1W Friendship Day, N1W Yaari Jam, Captain Morgan Hijack events & Easy Evenings with Black Dog)
- Planned & executed high end visibility at various terminals of Delhi Airport
- Managed budgets effectively, achieving financial objectives while maintaining strict control over expenditures.
Senior Manager Customer Marketing
DIAGEO-United Spirits
06.2014 - 06.2017
- Managed the association with NEUFC (ISL football Club) for consecutive 3 years from deal negotiation to on ground activation & using various activation platform to get maximum benefit for the brand ( Pre amplification in Off trade, On trade & OOH channel ( Mall activation)
- Successfully launched N1W luxury, taking from scratch to 20% MS in 2 years with a series of trade & consumer activations back to back. Currently N1W Luxury is highest selling brand in the segment.
- Successfully rolled out Under the Cap code activation with average daily engagement of 85000-90000, which is 85-90% of redemption against Assam monthly Sale ( Best in country)
- Created new platform for brand Yaari Cup 5 side football tournament with 360 degree activation & engagement ( N1W football festive event in small zones)
- Planned & rolled out strategy to tap unconventional channels in rural markets to gain MS ( linked digital for better ROI)
Key Account Manager
DIAGEO-United Spirits
12.2012 - 05.2014
- Conducted regular account reviews with clients to assess performance, identify areas for improvement, and strategize future growth opportunities.
- Target achievement at over 150%
- Tie up with all the key outlets with 1st right to refusal for events & promotions
- Partnered in various events, special nights through sponsorship mechanism for brand trials
Management Trainee
United Spirits
07.2012 - 11.2012
- Gained knowledge of company policies, protocols and processes.
- On ground research on consumer preferences & recommendations suggested for brands such as Signature Premier & Black Dog Black Reserve
- Report submitted with my findings which was highly appreciated & some suggested actions were rolled out in entire East Markets
Education
MBA - Marketing
SCMLD
Pune, India 04.2001 -
Skills
Key Account Management
Channel Strategy
Marketing Analytics
Product Launches
Vendor negotiation
Team building
Teamwork and Collaboration
Online and mobile consumer marketing tools
Competitive Analysis
Analytical Thinking
Budgeting and Allocation
Strategic Planning and Alignment
Timeline
National Trade Marketing Manager
Carlsberg Group
03.2022 - Current
Senior Manager Customer Marketing
DIAGEO-United Spirits
07.2017 - 03.2022
Senior Manager Customer Marketing
DIAGEO-United Spirits
06.2014 - 06.2017
Key Account Manager
DIAGEO-United Spirits
12.2012 - 05.2014
Management Trainee
United Spirits
07.2012 - 11.2012
MBA - Marketing
SCMLD
04.2001 -