Nithya G

Responsibilities

• Responsible for E2E brand plan development & execution of gr.% strategy for Bourbon & Jim Jam (Rs 1100 Cr brand with MS Vol of 21% within category)
• Identify key brand tasks, plan and execute strategic interventions that contribute to overall growth strategy
• Continuously monitor monthly brand performance to identify trends, issues and implement necessary interventions
• Develop and execute Go-To-Market strategy for upcoming new product launches and brand extensions

Achievements

• Scaled JJ POPS by 33% (2 Cr/month increase) with new campaign during IPL, trial generation, and channel activation
• Launched #NoTwistThisWorldCup campaign leverage cricket love & brand USP to build awareness
• Launched Britannia Bourbon WC Shake campaign to raise product awareness

Responsibilities:

• Responsible for E2E brand plan development & execution of Parachute Advansed Jasmine (Rs 370 Cr brand with MS Vol of 5.5% within category)
• Ensure Topline, Penetration & Market share gain in key markets by working closely with cross functional team to deliver marketing strategies
• Lead planning & execution of upcoming NPD (New portfolio extension) that includes concept ideation till in-market launch

Achievements:

• Grew brand by 8% y-o-y with MS Vol & Pen gain of 0.3% & 2% respectively (Period: MAT Mar'23)
• Planned & executed IMC campaign for new pack launch - New TVC, digital activation resulting in 0.3% MS Vol gain in launch quarter (Link: https://youtu.be/N6OXrVggcHM)
• Successfully launched premium variant (brand extension) in select channels (MT & E-com) to improve channel profitability & avoid inter channel conflict. Ensured 100% transition & grew E-com channel by 32% through digital marketing (In-platform & R&F campaign)
• Planned & executed entire campaign of “Kara abhyanga snanalala paripurna” for key market (Maharashtra) to drive brand affinity through festive association leading to 1% MS Vol gain vs LY during campaign period
• Improved TOM & Spont increase by 1% & 1.6% respectively through activation of new media touch points identified. Led planning & execution of campaign "Meri Healthy Shine".
• Identified new avenues of inorganic growth for brand & prepare for inflationary headwinds and arrived at small pack opportunity. This helped brand gain MS in a category slow-down scenario
• Hands-on-experience in strengthening brand equity through new campaign ideation & development. (Campaign launch in May'23)
• Awarded CMO Award (Mar'22) & Best brand award in Marico (Sep'23) for driving consistent brand performance

Responsibilities:

• Responsible for E2E Personal Hygiene (Antiseptic Liquid & Germ Protection Soap) and Baby Care NPD portfolio management that includes consumer understanding, brand strategy planning, marketing mix, communication development, media planning (TV, Print & Digital), trade & consumer activation to ensure top-line growth and bottom-line

Achievements

• Grew Dabur Sanitize portfolio by 21% QOQ through focus market TV campaigns and new SKU launches

Responsibilities

• Responsible for Women Care portfolio P&L management, develop & execute brands plans to achieve top-line & bottom-line growth

Achievements

• Grew women care portfolio by 22% YOY and bottom-line by 2x through revamping GTM strategy & new launches
• Increased revenue by 2x and made product #1 selling in Amazon Women Health Category by revamping marketing mix in terms of Media, distribution Channel, tapping new consumer touch points
• Single-handedly led ideation and execution of “My Mumma moment” launch campaign & organized launch event in Mompresso
• Led entire digital Eco-system (Facebook & Micro-site) and content creation for StriVeda that served as single point of contact for driving consumer traffic & enabler for informed purchase
• Built credibility and advocacy for brand through Influencer activations - Doctors live interactions, mommy bloggers, vlogs etc,

• Analyze past data across territories and plan MR wise sales targets, identify key W/S, retailers, lapsed shops and share list with MRs to ensure focus & target delivery
• Identified areas of improvement for MRs & share recommendations to Management (Learning Modules, product videos, Achievement% to be embedded in Hand-held device)

Responsibilities & Achievements

• Manage team of 14 members & perform weekly business review and flag it to Lead/Manager in off-shore team
• Streamline & improve processes efficiency by ideating effective solutions to eliminate Ad-Hoc tasks - Reduced TAT by 80%
• Awarded R&R award in Sep'14, Extra Mile award in Feb'15 and in Mar'16 for star performance