Pankaj Deshprabhu

PAN India Activations Management:

• Develop national trade marketing strategies for iconic luxury brands/categories:
• Jagermeister

Luxury Vodka brands like Beluga, Roberto Cavalli, Tito’s and U’Luvka.

§ Whiskey brands like Elija Craig, Evan Williams, Dalmore etc.

§ Imported Wine brands- Mateus, Zonin, Black Tower etc.

§ Tequila- Don Angel, Dos Flamos etc

• Plan and execute Below-The-Line (BTL) activities across India, including events, activations, and promotional programs
• Collaborate with cross-functional teams to develop and execute BTL strategies that drive sales and brand awareness
• Manage budgets, track ROI, and analyze effectiveness of BTL activities

· POSM Management.

o Develop comprehensive plans for POSM campaigns, ensuring they align with product launch strategies, brand guidelines, and marketing objectives.

o Conduct market research to identify trends, understand consumer preferences, and monitor competitor activities to develop POSM strategies.

o Oversee the production process, managing relationships with design and production agencies to control quality, cost, and delivery timelines.

o Conduct ROI analysis and performance reviews for POSM activations to ensure they deliver maximum effectiveness at the lowest possible cost.

· Vendor Management

o Vendor identification and selection to meet creativity, quality, pricing and strategic requirements as per brand guidelines.

o Negotiate the terms, conditions, and pricing of contracts to ensure they are mutually beneficial and align with company objectives.

o Tracking vendor performance against key performance indicators (KPIs).

· Team Management:

• Lead and develop a team of regional trade marketing across India.
• Lead and develop a team of vendor associates, providing guidance, support, and training
• Analysis and Competition Tracking

· Analyze sales data, inventory levels, and customer feedback to evaluate BTL activity effectiveness

· Monitor market trends, competitor activities, and consumer insights to take informed strategic decisions.

· Report competition activity and recommend proactive action plans.

· Present regular dashboards on sales and marketing performance to management.

• Managing Marketing events, New Product launches, New Store launches and Campaign launches for McDonald’s across South & West India.
• Develop and execute annual marketing calendar for events, promotional activities, local media strategies and plans.
• Ideate and lead the development of regional copy of campaign creative’s for ATL/BTL activities and campaigns pertaining to region.
• Plan, develop and implement ATL/BTL activities for the region.
• Develop, design and innovate visual merchandising strategy for the brand.
• Collaborate with the Creative/media agencies and local vendors to deliver quality/innovative marketing elements.
• Continuously tracking consumer behaviour, brand health in the market Vis-a-vis competition to deliver powerful consumer insights for long-term brand growth in the region.
• Analyse key business matrics and highlight opportunity areas in regards to – Sales/Guest Counts, consumer impact, P&L/Cashflow, promotions, competitive environment.
• Partner with Regional Director-Sales, to establish & design marketing toolkits to drive Sales through the regional operations team.
• Ensure logo & trademarks are used as per the brand guidelines and that all creatives are in line with overall brand strategy.
• Manage the effective deployment of marketing budgets and maintain financial discipline.
• Monitor and track brands market share & performance to identify risks & opportunities vis-a vis competition.
• Strategic tie up & alliances with partner brands, to promote & build sales without jeopardizing the brand image in the market place.
• Assist Real estate department in the decision logic of New Store Openings and developing/executing New Store Launch Plans.
• Leading cross-functional team to identify business needs and opportunities.

• Achieve Trade Marketing & Distribution objectives for Foods category in assigned area’s of Pune branch.
• Achieve Sales targets for Foods category, by effective management of distributor network, distributor sales team and coverage of assigned market.
• Effective management of stock & distribution cost control, while increasing distribution width & depth in the market.
• Ensure our brand products AVF(Availability,Visibility & Freshness), thus enhancing market share in the respective category of products vis-a- vis Competition.
• Ensuring effective implementation of Brand Input Plans.
• Track & report competition activations, trade schemes.
• Assist & Guide distributor team for smooth sales operations.
• Design & Plan, Sales Incentive plans for distributor sales team.
• Plan & Launch various product category in the market.(Launch of Bingo, Fiama-De-Wills category & biscuits category)
• Team/People Management & Training for sales team.

• Responsible for Sales & Marketing of Indian Made Foreign Liquor (IMFL) to On Premises & Off Premises Outlets.
• To achieve agreed sales Target through effective territory Coverage.
• To promote product and consumer awareness program by organizing on-premises & off-premises promotions.
• To systematically collect & Report information on competition.
• To establish and build rapport with distributors & retailers, to understand and service the consumer needs.
• To ensure monthly reporting of objectives and results achieved, including route plan accounting and territory coverage.