Parul Bharadwaj
Sales & Marketing (E Commerce & Offline)
New Delhi
Summary
Collaborative Sales (Online & Offline)& Marketing professional with more than 11 years of experience. Demonstrated success in relationship building, negotiating and developing new business within targeted and assigned accounts. Strong analytic, quantitative and technical aptitude with strong attention to detail. Self-motivated, inquisitive nature to drive improvements and adaptable with proven track record of exceeding goals.
Overview
11
11
years of professional experience
7
7
years of post-secondary education
Work History
Key Account Manager
Relaxo Footwears Limited
New Delhi
09.2020 - Current
- Key Account Management- Secured high-value associations like Amazon(Cocoblu), Flipkart(Retail Net), Tata Cliq, Myntra, etc by promoting compelling business opportunities. Negotiated margins, TOTs and business agreements. Managing business through Marketplace Distributors.
- Commercial Management- Created sales forecasts, JBP(Joint business plan) to target daily, monthly and yearly objectives.
- Growth- Devised winning strategy for the newly formed DTC/D2C channel, and increasing our efforts in B2B outright selling, leading to the growth of 34% YoY.
- P&L Responsibility- Strategizing Digital Marketing plans like PLAs, CPCs and controlling ROI, ROAS, ACOS for different campaigns.
- Projects (Automating processes) - Handled the automation/ Analytics/reporting requirement across E-Commerce platforms for any digital innovation projects.
- Competition tracking- Implement competition intelligence for providing insights for new and existing product developments to enhance E- Commerce online portfolio. Analyzed key competitors in footwear industry to respond to competitive threats.
Assistant Manager of Sales
Tupperware India
Gurgaon
04.2017 - 04.2020
- Part of Digital transformation- Spearheaded the Digital Transformation with the Leadership team and ventured a growth of 11% sales within a span of 6 months through budgeted acceleration of the online channel through strong relationship management. Overall channel profitability 2.5% higher than rest of the business.
- New Channel commencement- Part of newly formed retail franchise channel. Played pivotal role in driving retail agenda on the Sales Leadership Team. Led the launch of Exclusive product portfolio according to the retail format and implementation of POS in co-ordination with different stake holders.
- Growth of Business- Increased the penetration of business by 67% by appointing new Distributors in different regions Pan India and increasing the product gap (availability and production) by accurate forecasting.
- Strategizing AOP, ABP/JBP- Monthly, Yearly forecast, Inventory Planning. Handling AMS, PLAs, agencies co-ordination
Deputy Manager- Strategic Alliances
Askmegrocery.com (Startup by Askme Group)
Noida
09.2015 - 12.2016
- Strategizing & Executing Sales & Marketing Activities- Formulated sales and marketing strategies (online), visibility activities (merchandise promotion) and processes from kick off to execution within defined timeline and budget constraints.
- Strategic Alliances- Partnered with FMCG brands like Nestle, HUl, etc for outright buying. Executed alliances with small stores for in-store online sale.
- Margin negotiation- Negotiated for better take rate and margins to earn profitability to the organization, increased take rate to 70%, thus adding to the revenue.
- BTL promotions- Executed different promotional activities to spread awareness, thus increasing the subscriptions.
- Analysis- Performed statistical analyses to gather data for operational and forecast team needs.
- Team Handling- Handled a team of 6 Sales executives & 2 Digital Marketing executives.
Nutrition Officer
Nestle India Limited
New Delhi
02.2011 - 09.2015
- Sales growth- Responsible for expanding market share by adding 170 outlets within a span of 1 month of joining, resulting in 3% average increase in the ROI during 2012.
- Distributor Network Handling- Handling the Distributor network, Channel Sales, Modern trade, achieving ROI, appointing new Distributors wherever necessary.
- Activation- Implemented various Sales & Marketing initiatives to increase the volume of Nutrition Products per outlet under activation program in different cities of North India.
- New Product Development- Handled successfully the Launch & Development of 7 new products in the Market, contributing an increase of 25% in the market share during 2011-12-13.
- Sales growth- Responsible for expanding market share by adding170 outlets within a span of 1 month of joining, resulting in 3% average increase in the ROI during 2012.
Education
MBA - Marketing & Digital Marketing
Narsee Monjee Institute of Management Studies
New Delhi 02.2021 - 06.2022
Bachelor of Technology - Biotechnology
Uttar Pradesh Technical University
Lucknow 07.2004 - 07.2010
Skills
Strategic Leadership
undefinedMajor Projects Undertaken
1- Project Visibility - Increasing the visibility of products by BTL activations- 2011.
2- Innovative coverage model- Increased the outlet coverage of low penetrated territory- 2012.
3- Super Market Projects- Increasing the % share as compared to competition- 2013.
4- RD to CD up-gradation Project- 2014.
5- Increasing CTR- Redesigned the marketing campaigns by hit & trial method to increase the CTR- 2016.
6- Project Digital Transformation- 2017.
7- Project Franchise- 2018.
8- Forecast accuracy- Improved forecasting accuracy to 82% by analyzing records of data available- 2021.
9- Margin negotiations- Renegotiated TOTs & margins with different E Commerce platforms improving business profit - 2021.
Timeline
MBA - Marketing & Digital Marketing
Narsee Monjee Institute of Management Studies
02.2021 - 06.2022
Key Account Manager
Relaxo Footwears Limited
09.2020 - Current
Assistant Manager of Sales
Tupperware India
04.2017 - 04.2020
Deputy Manager- Strategic Alliances
Askmegrocery.com (Startup by Askme Group)
09.2015 - 12.2016
Nutrition Officer
Nestle India Limited
02.2011 - 09.2015
Bachelor of Technology - Biotechnology
Uttar Pradesh Technical University
07.2004 - 07.2010
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