MANSI KAUSHIK
Delhi
Summary
Dynamic product innovation leader with extensive experience at Bombay Shaving Company, driving successful launches and enhancing market positioning. Expert in consumer research and vendor management, I excel in executing strategic initiatives that boost GM margins. Proven track record in developing high-impact products while fostering cross-functional collaboration and team engagement.
Overview
17
17
years of professional experience
Work History
Sr. Manager – Product & Innovation
BOMBAY SHAVING COMPANY
GURGAON
02.2023 - Current
- Lead the end-to-end new product development process from concept & ideation through to commercial launch for Bombay Shaving Company and Bombae.
- Conduct thorough research on beauty trends, deep dive into exiting / novel ingredients, consumer needs and preferences to determine product direction and market positioning.
- Collaborated cross-functionally with R&D, Marketing, Regulatory, Supply Chain, and Manufacturing teams to ensure all products met rigorous standards of quality, efficacy, and regulatory compliance.
- Oversaw project timelines, risk management, and go-to-market readiness, ensuring successful and timely product introductions aligned with strategic business goals.
- Study the feasibility of new briefs and advise marketing, by providing optimized solutions (pack, formula, process) as part of a consumer-centric and perceived-value approach.
- To effectively develop and manage a detailed project Gantt chart, analyze the critical path, identify major workstreams, and track intersecting milestones, to follow a structured approach.
- Monitor post launch sales, inventory data to prevent the stock out situation in collaboration with the Supply Chain / Inventory team.
- Keep track of future developments and trends in the packaging industry also considering sustainable materials.
- Develop and prepare demand forecasts at multiple levels of aggregation for multiple time horizon for all the NPIs across channels.
- Lead collaborative project review meetings to highlight significant updates, assessing risks and risk mitigation plans while providing project status to key stakeholders.
- Helped in strengthening the IHAIR REMOVAL CATEGORY by developing different product formats (spray, in shower cream, cream, wax strips, coloured hair removal cream).
- Helped in Razor Launches in collaboration with the procurement and the category teams to take the shaving giant, Gillette, head on.
- Was responsible for the development of an Ice-Textured Post Shave Balm for our women brand in collaboration with the third-party manufacturer.
LEAD - NEW PRODUCT DEVELOPMENT / MARKETING
THE MAN COMPANY
GURGAON
08.2021 - 02.2023
- Launched products: Soaps (3), Bodywashes; Under Eye Gel; 22 different fragrances (Deos; EDP’s; EDT’s); Coconut Hair Oil with Menthol; De-Stress Roll On; Charcoal Hair Removal Cream (will be launched by end of March’22); Relaunch of Vitamin C Range (Facewash; Serum and Sheet Mask: with cost reduction and change in formulation); Reformulation of Charcoal Facewash; Scrub.
- In the fiscal year 2022-2023 launched 30 SKU’s in 7 months.
- PR visibility: A feature on Liquorice got published in The Man Magazine (a popular magazine for male grooming needs).
- Article got published in TOI, Dt. 16th December, 21 on the Usage of Under Eye Products.
- Opinion on Male Beauty got published in India Today Dt. 26th May,2022.
- An article on Manscaping got published in MW, June 2022 issue.
- KPI’s: Directed full development life cycle; including market research, concept of the product, costings of the complete product, designing of the labels and BOP, feature definitions and production support.
- Vendor Management for the new products (3rd party manufacturers). Select/ Identify new vendors, manufacturer and concepts for new products or product improvement.
- Worked with marketing teams to create, deploy and optimize effective campaigns for the products.
- Preparation of training material for the sales presentation.
- Directed marketing projects at all stages including conceptual planning; schedule management and final implementation.
- Conceptualization and execution of promotional campaigns & communications.
- Rework on packaging of the complete product range.
- Coordinate with other departments for integrated marketing communications. (Ecomm Team; Market Place Team; Offline Sales Channels).
- Post launch analysis of the products.
- Putting down the SOP’s for NPD in place.
- Worked on opening the international markets like Dubai (GCC); Canada; US.
- A male grooming personal care brand products in the face care; hair care; body care; fragrance
HEAD - NEW PRODUCT DEVELOPMENT / MARKETING
ORGANIC HARVEST
DELHI
04.2018 - 07.2021
- Company Overview: A personal care organization with ECOCERT certified products in the face care; hair care; body care; essential oil categories
- Launched products: Soaps, Sheet Masks, Saffron Based Anti-Ageing Serum and cream, Lip Balms, Hand Creams, Micellar Water, Sunscreen with Blue Light Technology (for normal skin and for oily skin types), High end products for sensitive acne prone skin; dull dehydrated skin and aging skin.
- Directed full development life cycle; including concept of the product, costings of the complete product, designing of the labels and BOP, feature definitions and production support.
- Select/ Identify new vendors, manufacturer and concepts for new products or product improvement.
- Worked with marketing teams to create, deploy and optimize effective campaigns for the products.
- Preparation of training material for the sales presentation.
- Directed marketing projects at all stages including conceptual planning; schedule management and final implementation.
- Conceptualize and execute promotional campaigns & communications for 360 degree outreach of initiatives and programs.
- Plan and continuously enhance organization’s brand image and visibility across all mediums (ATL; PR agency management).
- Data analysis for ROI.
- Coordinate with other departments for integrated marketing communications.
- Agency Management (PR & Advertising Agency).
- A personal care organization with ECOCERT certified products in the face care; hair care; body care; essential oil categories
NEW PRODUCT DEVELOPMENT MANAGER (HEALTH & NUTRITION, FOOD & BEVERAGES)
MODICARE, KK MODI GROUP
04.2017 - 03.2018
- Company Overview: The first multi level marketing organization with varied product category that includes Health & Nutrition; Personal Care; Food & Beverages; Personal Care, Colour Cosmetics, Home care
- PRODUCTS LAUNCHED: Pasta, Honey, Ghee, Stevia Powder, Amla Candies, Sugar Coated Candies, Spices, Rice Bran Oil, Aloe Vera Juice, Amla Juice.
- Plan & Coordinate all aspects of R & D proposals.
- Closely work with R & D& cross functional teams to ideate, adapt and develop new products from conceptualization, consumer research, creating launch plan and eventually the launch.
- Competition Tracking, Updates and Analysis with direct competitors with respect to product pricing, packaging, new launch, catalogue and their strategies.
- The first multi level marketing organization with varied product category that includes Health & Nutrition; Personal Care; Food & Beverages; Personal Care, Colour Cosmetics, Home care
BRAND MANAGER (HEALTHCARE)
VESTIGE MARKETING
04.2016 - 03.2017
- Company Overview: Multi Level Marketing organization
- Improve the brand planning of the assigned brands by creating innovative brand strategies & implementable ideas.
- Conducted competitor’s analysis by considering SWOT Analysis, Sales and Promotional Strategies.
- Prepared management level reporting on the brand’s performance, needs and forecasts.
- Handling of complete healthcare portfolio (Immune Boosters, Cardio care, Glycemic Health, Bones & Joints, Women’s Health and Ayurvedic Segment).
- Planning of schemes to boost the sales.
- Getting the labels made in sync with the designing team as per the FSSAI regulations.
- Multi Level Marketing organization
ASST. PRODUCT MANAGER
MANKIND PHARMA
08.2008 - 05.2015
- Spearheaded brand planning of the assigned brands (CNS (anti-depressants; anxiolytics; antiepileptics), Anti diabetic, Gastrointestinal, Dental and Nutritional (methylcobalamin comb; colostrum; pre and probiotics; coq 10 containing brands; l carnitine brands) segments; Gynae; Optho (Moxifloxacin; Loteprednol; Sodium carboxy methylcellulose; Fexofenadine) by creating innovative brand strategies & implementable ideas.
- Conducted competitor’s analysis by considering SWOT Analysis, Sales and Promotional Strategies.
- Launched new products including finalizing the composition in sync with QA Department, planning the samples and promotions, providing regular updates of the dispatch status and conducting regular followup with Field Representatives regarding the success of the product.
- Administered planning of scientific promotional inputs by working with different medical agencies like visual aids monograph, posters, brochures and product catalogues to be utilized optimally for improving product sales.
- Imparted product specific trainings to new joiners on monthly basis and refresher courses on quarterly basis for existing sales team.
- Prepared management level reporting on the brand’s performance, needs and forecasts.
- Managed development of all creative materials for brand to assure correct presentation of the brand’s trade dress and accurate and effective communication of the brand’s positioning, features and benefits.
- Highlights: Contributed in the critical need of an hour, performed dual roles & delivered within the defined deadline in the absence of the subordinate and received an appreciation letter for the same in 2009.
- Merit of achieving Certificate of Appreciation for the work on Product Rationale, Fixed Dose Combinations in 2013.
Education
PG CERTIFICATION - DIGITAL MARKETING AND COMMUNICATION
MUDRA INSTITUTE OF COMMUNICATIONS
AHMEDABAD01.2021
BACHELOR OF TECHNOLOGY - BIOTECHNOLOGY
DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY
01.2008
Skills
- Product Innovations
- Consumer & Market Research
- Vendor Management
- COGS
- GM Margins
- Interpersonal team skills
- Executional Excellence
- Competitor Analysis
- Strategic Involvement
Timeline
Sr. Manager – Product & Innovation
BOMBAY SHAVING COMPANY
02.2023 - Current
LEAD - NEW PRODUCT DEVELOPMENT / MARKETING
THE MAN COMPANY
08.2021 - 02.2023
HEAD - NEW PRODUCT DEVELOPMENT / MARKETING
ORGANIC HARVEST
04.2018 - 07.2021
NEW PRODUCT DEVELOPMENT MANAGER (HEALTH & NUTRITION, FOOD & BEVERAGES)
MODICARE, KK MODI GROUP
04.2017 - 03.2018
BRAND MANAGER (HEALTHCARE)
VESTIGE MARKETING
04.2016 - 03.2017
ASST. PRODUCT MANAGER
MANKIND PHARMA
08.2008 - 05.2015
PG CERTIFICATION - DIGITAL MARKETING AND COMMUNICATION
MUDRA INSTITUTE OF COMMUNICATIONS
BACHELOR OF TECHNOLOGY - BIOTECHNOLOGY
DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY
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