Neha Pathak
MUMBAI
Summary
Dynamic Sales & Marketing professional with over 17 years of experience across various industries, recognized for building high-performance teams and fostering cross-functional collaboration. Proven success in formulating and executing strategic initiatives that enhance top-line growth and operational efficiency. Expertise in developing data-driven sales and marketing strategies informed by deep consumer insights, resulting in significant business achievements. Committed to driving innovation and leveraging analytical skills to identify growth opportunities.
Overview
17
17
years of professional experience
Work History
Business Head -JSW One Homes
JSW One Platforms
07.2024 - Current
- As leader of the JSW One Homes (team of 100+ members) responsible for managing and scaling up the JSW One Homes business across Sales & marketing including performance marketing, Architectural design, Project management services, Customer Service and operations
- Responsible for managing the business PnL, unit economics and scale-up strategy to set the business on a path to profitable and sustainable growth
Head of Manufacturing Enterprise BU
JSW One Platforms
04.2023 - 10.2024
- Scaled up the enterprise vertical and drove aggressive expansion in new geographies, rigorous expansion of credit sales to drive AOV, repeats, new acquisition and margins to deliver verticals PnL
- Delivered a 5x growth leading to the vertical contributing 70% of GMV of the JSW One platforms across verticals
Head of Growth
JSW One Platforms
05.2022 - 03.2023
- Spearheading - buyer acquisition and category and geography expansion strategy and GTM
- Responsible for improving CAC, repeat rates and LTV through enhanced consumer experience by channelizing consumer insights into targeted value propositions
- Spearheaded formation of the customer service vertical from conceptualization to launch in Jan’23
Regional Head, East
PhonePe
07.2021 - 04.2022
- Spearheading merchant acquisition and retention in AP, Telangana, Bihar, Jharkhand, WB, Orissa, and Northeast
- Leading a team of 160+ on roll and 1400+ off roll employees with key objective of delivering quality merchant acquisitions, merchant retention with higher MAM and TPAM through effective servicing & transaction market share in urban and rural markets
- Leading strategic interventions - identified early trends of increasing competition intensity in rural to become the first region in the country to initiate servicing in rural – managed to retain MS in rural amidst very high competition
- Innovated sustainable model for rural servicing and acquisition in AP and Telangana – model being currently scaled to Pan India - 1 lakhs + merchants reactivated monthly
Regional Sales Head, West
Kohler India Corporation Private Limited
03.2020 - 06.2021
- Led a team of 40+ regional sales (Retail & B2B) and channel development team across Mumbai, Rest of Maharashtra, Gujarat, Goa & MPCG - responsible for delivering 190 Cr
- Revenue
- Spearheaded Must Win Battle - channel expansion for retail business turnaround in West – opened 35 bold new stores in H2 2020 – delivering 30% increase in channel footprint
- Delivered an order book increase through PO wins by effective management of B2B- NKAM and RKAM accounts and played a critical role in winning a 75 Cr
- (biggest ever for Kohler Globally) multiyear contract with Godrej properties in Mumbai
- Developed and successfully executed market turnaround strategy for struggling Western market- delivered two back-to-back ever highest quarters in 2021
Business Manager - Sales & Marketing, New Business Division
Kohler India Corporation Private Limited
08.2016 - 12.2017
- Led a 24 member Sales& marketing team to deliver monthly & annual business plans of new categories in B2C & B2B channels
- Developed & launched two new categories - bathroom furniture & mirrors & new product line-up in Shower Enclosures customized for Indian market post extensive research with consumers
- Scaled up Shower Enclosures category at the rate of 3x on year-on-year basis – Efficient SOP implementation, product line-up, pricing channel & geography expansion and customer service delivery
- Spearheaded entry for premium branded shower enclosures in large B2B key accounts like L&T, MyHome, Oberois Reality and Taj
Associate Director Marketing
Vistaprint India
09.2015 - 08.2016
- Spearheaded the brand and marketing strategy (online & offline) for brand Vistaprint in India
- Led the PR, Digital, Search and Creative strategy for the brand to deliver effective campaigns for brand recall & advantage
- Designed and executed the growth framework with data analytics for improving key metrics -LTV, AOV, Acquisition & Retention
- Successfully delivered customer retention and acquisition through online (Website optimization, SEM, Emailer, social media, Display and YouTube, Referral) and offline channels like print, cinema, TV, BTL activations
- Led the multi-media campaign – Chalta Hai Ko Chalta Karo – across TV, Radio, Digital, print, Social and PR
- Designed & executed the Mega Dec Sale: Multi-platform sale – delivered 150% on revenue and 200% on customer acquisition targets
- Activated YRF association, occasion and moment marketing campaigns, effective ad words optimization, Digital, Social, Print and PR -delivered 20% yoy growth while reducing marketing spends by 70% yoy
Senior Brand Manager, CRB Plus & CRB Prima
Castrol India Limited
04.2014 - 08.2015
- Led the Agri category planning process to develop strategy and action plans to deliver brand P&L - volume (18 Ml
- Ltrs), revenue (600 Cr), Gross Margin, distribution and market share targets
- Successfully launched CRB Prima (value for money brand) to 2Ml volume and 12500+ distribution points in a year leading to share gain in value segment of tractor consumers
- Spearheaded deep consumer emersions for generating insights for new product needs and communication hooks to develop the product roadmap, consumer promotions, consumer communication, packaging intervention and campaign designs – delivered 10% growth reversing a decline trend in the portfolio
Customer Marketing Manager, Retail, India
Castrol India Limited
06.2011 - 03.2014
- Developed and executed Customer relationship & loyalty management program (Castrol ke Anmol Ratn) with key objective of increased advocacy and loyalty in channel partners- delivered 5500+ active enrollments and positive business impact (12% growth in program dealers) through multiple industry first engagement and channel promotion initiatives under the program
- Designed and managed quarterly and annual channel marketing programs to acquire, retain and grow trade customers across all product categories for 75k + retailers - managed 200 Cr trade rebate and FOC budget
- Activated ICC T20 World Cup Sri Lanka 2012 sponsorship for trade - in-stadia hospitality in Sri Lanka, live screening of matches at five-star venues (8 cities) and “Meet and Greet” with Sachin in Mumbai to leverage sponsorship association for trade engagement
Regional Marketing Manager, West
Whirlpool of India Limited
07.2010 - 05.2011
- Conceptualized and implemented ATL and BTL strategy to deliver 600 cr
- Revenue and 18% market share
- Managing regional marketing team -4 Brand Marketing executives, 5 RE Supervisors and 180 demonstrators
- Delivered 30% higher average productivity through performance linked incentives & training interventions for in-store promoters
Regional Manager Modern Trade, South
Whirlpool of India Limited
05.2009 - 06.2010
- Led Key accounts Management – Annual ToT negotiation and sign-up, monthly promotion, planogram and assortment and counter share extraction of national accounts - Metro C & C, More, Hypercity, Total and Spar (revenue 12 cr.)
- Led Regional accounts across South – to deliver 65 cr
- Revenue (50% of national modern trade volumes)
- Delivered 156% growth in Key accounts and 62% in region with 7 percentage point increase in counter share- won the best performer award in Modern Trade for the year
Assistant Category Manager, Refrigerators
Whirlpool of India Limited
07.2008 - 04.2009
- Developed national placement and pricing strategy for refrigerators to delivery category revenue of 1600 Cr
- Designing national trade and team incentive campaigns to improve product mix and profitability
- Gathering and reporting competitive intelligence using syndicated and secondary research
- Developed and executed turn-around strategy for weak geographies – Delhi & Mumbai
- Actively contributed to annual operating and micro marketing plan for refrigerators, 2009
ASM, Modern Trade, Gujarat
Whirlpool of India Limited
08.2007 - 06.2008
- Responsible for delivery of 5 cr
- Revenue through modern trade and AC distribution channel
- Individually delivered 170% growth in volumes with a significant improvement in mix and gross margin pool
- Established Air Conditioners distribution network in Ahmedabad delivering 85% growth in territory volumes
Freelance Sales & Marketing Consultant & Entrepreneur
- Developed and supervised execution of Sales, marketing & content and digital strategy for Vaatsalya chain of hospitals in Karnataka as Marketing consultant for 9 months
- Crafted trade & influencer loyalty programs for clients like JSW steel, Kraft Heinz, Nerolac Paints etc
- Designed, deployed, and actively managed the tech platform for secondary scheme management – SKF mConnect app & web platform
- Delivered 12000+ retailer enrolments and active engagement of the enrolled partners
- Developed, deployed, and managed the sales enablement program including tech platform for Franke Faber India
- Developed content (concept development, scripting) of AVs for Franke Faber India
- Worked with multiple SME clients in distribution, adhesives, financial services space to develop and execute their sales & marketing strategies
Education
MBA - Sales & Marketing
SIBM
Pune01-2007
B.A. - Economics and English
IT College
Lucknow01-2004
Profilesummary - Summary
- A highly versatile and seasoned Sales & Marketing professional with 17+ years’ experience across diverse industries.
- An empathetic & authentic leader with proven track record of building high performance self-driven teams.
- Developed & led successful execution of cross-functional programs in conjunction with Sales & Marketing-Customer and Consumer, Leadership, Sales Capability, Business Development, and other key stakeholders in top management.
- Formulated & implemented strategies for business excellence, attainment of top-line/ bottom-line, promotion of products/ services and achievement of business goals in an efficient and effective manner.
- Innovative risk taker, active practitioner of second order thinking with strong execution bias.
Timeline
Business Head -JSW One Homes
JSW One Platforms
07.2024 - Current
Head of Manufacturing Enterprise BU
JSW One Platforms
04.2023 - 10.2024
Head of Growth
JSW One Platforms
05.2022 - 03.2023
Regional Head, East
PhonePe
07.2021 - 04.2022
Regional Sales Head, West
Kohler India Corporation Private Limited
03.2020 - 06.2021
Business Manager - Sales & Marketing, New Business Division
Kohler India Corporation Private Limited
08.2016 - 12.2017
Associate Director Marketing
Vistaprint India
09.2015 - 08.2016
Senior Brand Manager, CRB Plus & CRB Prima
Castrol India Limited
04.2014 - 08.2015
Customer Marketing Manager, Retail, India
Castrol India Limited
06.2011 - 03.2014
Regional Marketing Manager, West
Whirlpool of India Limited
07.2010 - 05.2011
Regional Manager Modern Trade, South
Whirlpool of India Limited
05.2009 - 06.2010
Assistant Category Manager, Refrigerators
Whirlpool of India Limited
07.2008 - 04.2009
ASM, Modern Trade, Gujarat
Whirlpool of India Limited
08.2007 - 06.2008
Freelance Sales & Marketing Consultant & Entrepreneur
MBA - Sales & Marketing
SIBM
B.A. - Economics and English
IT College
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