Summary
Overview
Work History
Education
Skills
Certification
Position Of Responsibility
Other Information
Projects
Timeline
Generic

Luna Baroi

Guwahati

Summary

Professional summary: Results-driven brand manager with 6 years of experience developing and executing successful brand strategies. Proven track record of increasing brand market share and customer loyalty by 20% and 15%. Experienced in leading cross-functional teams to deliver on-time and on-budget projects

Overview

8
8
years of professional experience
1
1
Certification

Work History

Assistant Manager

Diageo India
11.2020 - Current
  • Brand communication and visibility
  • Create brand strategies to identify new market opportunities and messaging strategies
  • Serve as a point of contact for all brand marketing projects
  • Measurement And Evaluation to measure and evaluate a current marketing activity with a view to establishing its effectiveness against a set of measurable targets
  • Used outlets as media vehicle to drive seamless route to consumer effectiveness by building brand awareness, visibility, imagery, creating demand through consumer winning activations and leveraging USL portfolio for effective sell-in & sell-out
  • Spearheaded the implementation of innovative digital campaigns across multiple platforms and utilized data to drive key insights and optimization
  • Crafted memorable, strategic advertising messaging that created a unique brand voice and connected to key demographics
  • Mobilized successful product launches, driving recognition of the brand across multiple markets and a 20% spike in brand recognition
  • Supervised & launched/relaunched across state iconic brands like Royal Challenge Whisky, No1 Luxury, House of McDowells, Don Julio, Johnnie Walker Blonde, American Pride, etc
  • Developed and managed a loyalty program that boosted product market share by 25% in 31 local markets across channels
  • Outlet management: Conducted market recee with Sales team to evaluate and finalize the outlets – 400+ retail renovation
  • Prepared and supervised contracts for rental outlets and get their approval through the legal team
  • Developed and managed a loyalty program that increased customer retention by 15% and boosted repeat sales by 20%
  • Introducing digital platform in market for a user friendly, seamless claim settlement in market- 80% of the universe onboarded
  • Budget: Single point of contact for all TTL budget vs spend
  • Responsible to spend allocated budget on stipulated time as per company policy
  • Analytics: Generated detailed reports and presentations that outlined brand performance and outlined key findings, driving decision-making
  • Provided feedback to the regional marketing team and sale team for improvement based on the competitor analysis and performance wrt the plan
  • Led a team of vendors and agencies to deliver creative promotional campaigns that resulted in a 45% increase in brand engagement
  • Responsible for training and development of internal sales team & third-party execution force through on the job training & scheduled training calendar in co-ordination with Regional/National Trade marketing

Area Sales Executive

Mars Pet Nutrition, Pedigree
05.2020 - 11.2020
  • Responsible for executing channel strategies and drive business growth
  • Meet distribution & effective coverage plans through frontline
  • Achieve perfect store targets to ensure excellence in execution
  • Drive category growth through activations
  • Drive premiumization of portfolio through range selling
  • Ensure customer engagement across channels
  • Develop & Coach front line team
  • Recruit for right talent and ensure no vacancy exists in market
  • Adhere to sales operating procedures
  • Provide timely and accurate required MIS
  • Effective and efficient utilization of trade spends and manpower budget
  • Maintain hygiene in market.

Executive (Modern trade sales)

Mother Dairy Fruits & Vegetable Pvt. Ltd- Dhara SBU, Guwahati
03.2019 - 05.2020
  • Prepare the Modern Trade sales strategy & growth plans in line with business strategy in Northeast & North Bengal
  • Client lists include Reliance cash & carry, Future retail ltd, Vishal mega mart, etc
  • Key responsibility as the Executive of Modern trade is to drive profitability and deliver on the Revenue and Share parameters
  • Align and execute trade marketing and trade promotions interventions with the modern trade sales strategy and overall business strategy
  • Lead resource for planning portfolio growth initiatives with accounts, assortment planning, launch planning and execution, development and execution of Joint Business Plans
  • Category management and Promotion planning
  • Driving operational efficiency for modern trade channel
  • Monitoring performance of the promoters and taking corrective actions
  • Achieving consistent growth by managing various internal and external stakeholders
  • Work within allocated promotional cost and ensure effective spending in driving sales and brand building
  • Lead resource for planning and negotiating for in-store activations, merchandising, sell-out plans with the accounts
  • Negotiate favorable annual trading and logistic contract with chain
  • Manage Accounts receivables, Responsible for debt collection and resolve all long outstanding debts
  • Resolve customer's trade issues, complaints and operational matters
  • Manage a large workforce across the Modern Trade channel
  • Manage and review outstation outlets through frequent market visit and liaising with.

Executive (Retail sales)

Mother Dairy Fruits & Vegetable Pvt. Ltd- Dhara SBU, Guwahati
06.2017 - 03.2019
  • Ensure increased distribution coverage & merchandising
  • Ensuring proper coverage of the outlets in the area assigned to the distributors
  • Managing claims
  • Ensuring FIFO in distributors’ warehouse and outlets
  • Market intelligence
  • Research & analyze sales options
  • Visibility of range of products
  • Understand the salience of the outlets for the products
  • Tracking high volume & image driven outlets
  • Working on the viability of the distribution partners
  • Negotiating with the customers and intervening in the operational issues
  • Building relationships with clients and customers
  • Preparing sales budget & forecasting
  • Training of distributor salesmen and logistics staff to gather relevant information reporting.

Summer Intern

L&T Finance, Mumbai
04.2016 - 06.2016
  • Communicating the requirements for a sustainable supply chain finance network to the company
  • Analyzing competitor’s stance on supply chain finance (ICICI Bank, Tata Capital).

Student Ambassador

Zomato, Kolkata
02.2016 - 03.2016
  • Social media marketing of online ordering services of Zomato to create awareness of its new service
  • Tailoring content according to specific social media platform.

Education

MBA - Marketing

Praxis Business School
Kolkata
06-2015

Bachelor of Science - Aerospace Engineering

JIS Institute of Aviation
Kolkata
08-2013

Class XII -

Kendriya Vidyalaya
01.2009

Class X -

Kendriya Vidyalaya
01.2007

Skills

  • Product and Service Knowledge

Strategic Planning & Execution

Brand Management & Development

Cross-functional Team Leadership

Creative & Analytical Thinking

Budgetary Analysis & Management

Continuous Process Improvement

Market Research & Insights Data Collection & Analysis

Customer Relations & Experience

Crisis Management & Resolution

Certification

  • Certification in SAS from Jigsaw Academy, 2015
  • Digital Marketing from Udemy, 2018
  • Advance Excel

Position Of Responsibility

Placement committee member of Praxis Business School (2015-2017)

Other Information

Strategic Planning & Execution, Brand Management & Development, Cross-functional Team Leadership, Creative & Analytical Thinking, Budgetary Analysis & Management, Continuous Process Improvement, Market Research & Insights Data Collection & Analysis, Customer Relations & Experience, Crisis Management & Resolution, Hindi, Bengali, Assamese, English

Projects

Advanced market research project on ‘Funny Munny’- loan taking behavior of rural population, Understood the demographic profile of the sample of loan takers (30% are into small businesses & farming, 81% households have regular income)

Timeline

Assistant Manager

Diageo India
11.2020 - Current

Area Sales Executive

Mars Pet Nutrition, Pedigree
05.2020 - 11.2020

Executive (Modern trade sales)

Mother Dairy Fruits & Vegetable Pvt. Ltd- Dhara SBU, Guwahati
03.2019 - 05.2020

Executive (Retail sales)

Mother Dairy Fruits & Vegetable Pvt. Ltd- Dhara SBU, Guwahati
06.2017 - 03.2019

Summer Intern

L&T Finance, Mumbai
04.2016 - 06.2016

Student Ambassador

Zomato, Kolkata
02.2016 - 03.2016

MBA - Marketing

Praxis Business School

Bachelor of Science - Aerospace Engineering

JIS Institute of Aviation

Class XII -

Kendriya Vidyalaya

Class X -

Kendriya Vidyalaya

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Luna Baroi