Moksh Chopra

Responsible for delivering topline and bottomline objectives for the India BU (India, SriLanka, Maldives, Bangladesh, Nepal). Leading a strong executive team, with an office of 100+ employees.

Key achievements:

Consistent and effective partnership with global leadership and local franchise organisations (listed) to deliver strong business results for the India BU.

P&L : Registered best in category growth with ~15% sales growth & 18% restaurant EBITDA's. The BU reported its highest profit since inception.

Brand : Became the second brand in India to cross the 1000 restaurant milestone. The brand clocked +4% market share growth to touch its highest ever share of 17%.

Strategy : Developed and implemented the 2022-2026 growth roadmap through the 'Strategy on a hand' plan encompassing Financials, Brand, Digital, Consumer Experience & ESG.

• Refreshed development agreement towards doubling existing restaurant count, profitably.
• Elevating Brand stature through Communication, Innovation & Asset strategy.
• Developed and implementing science based ESG roadmap, with special emphasis on net zero GHG emissions, accelerating DEI & Nutrition.
• Accelerating rapid digitisation through Kiosks at restaurant & scaling Owned Delivery.

People & Culture : Focused on forming high quality Leadership Team, with mix of tenured and new talent. Invested in strengthening Digital, Marketing & Operations capability to be future ready. Steered multiple initiatives to strengthen high performance-heart led culture.

Member of India Leadership Team and global CMO group.

Key Initiatives/Achievements:

Sales : The brand clocked consistently strong sales growth through the tenure, registering its highest highest sales growth in the last six years. The business beat the category curve to bounce back rapidly in the first and second phases of Covid.

Brand : The brand achieved its peak scores across mind measures. Successfully launched a new brand positioning 'KFC Land' significantly strengthening brand recall. Introduced Purpose led brand platform KFC Kshamata. Combining the approach of Distinctiveness and relevance, the brand ran an average of 12 campaigns a year.

Innovation : Launched 10 innovations - with dual objectives of familiarizing the KFC core for Indians (The 'Leg piece' Bucket) while strengthening Innovation credentials category disruptions like Double Down. Enhanced KFC digital accessibility through launching category first Innovations of Alexa Ordering & KFC to your car (an India QSR first).

People capability : Strong emphasis on up-skilling people capability across all levels of the team through latest marketing courses, career planning and growth tools like Heartstyles. Built the digital team from scratch through defining an agile structure and onboarding quality digital talent into the team.

Led Retail Calendar & Campaigns for the brand. Responsible for delivering annual sales targets.

Key Achievements/Initiatives:

Sales : Led turnaround to positive sales growth for 2016-18 following 3 years of declining sales.

Calendar : Developed a new 'Triple Barrelled' Calendar approach to effectively meet the needs of a portfolio brand. Developed and launched key Value initiatives to drive the sales turnaround - Wednesday Value & 5-in-1 Meal Boxes.

Campaigns : Evolved the campaign building approach resulting in strong improvement in campaign/creative performance metrics.

CRM : Initiated the brand journey into CRM and stronger data led marketing.

Head of Innovation initiatives for KFC in India, launching 4 new platform successes - WOW Value, Rice Bowlz, Singles & Mingles Chicken Buckets & Chizza.

Multiple roles developing and managed new growth layers for KFC covering Home Delivery, Streetwise Entry price value, Krushers and Breakfast.

Led Brand Marketing for the organisation's big flagship brands - Chik Shampoo and Fairever Creams; registering sustained market share growth.