POOJA VIRDI
Whitefield, Bangalore
Summary
Management professional with an MBA focused in Marketing with 60+ months of full – time cross- functional work experience (pre and post MBA) along with internships ranging across Brand Management & Marketing, Sales & Market Research in FMCG and Healthcare industries.
Overview
8
8
years of professional experience
Work History
Brand Manager
Britannia Industries Limited
Bengaluru
09.2023 - Current
- Currently managing the dairy drinks brand "WINKIN COW", 4th largest brand in India with an annual turnover of 175Cr.
- Responsible for P&L Delivery (Top-line & Bottom line) with consistent growth in market share, mind measures & portfolio profitability.
- Key highlight - Successfully launched of first branded milkshake based on the concept of "Biscuit-in-a -Bottle" - Britannia Bourbon Milkshake within a timeframe of 3 months.
- Currently working on a new TVC development and executing marketing plans for the Britannia Bourbon milkshake launch, aiming for maximum impact and market penetration.
- Working on developing a new brand thematic/TVC for Winkin Cow to address awareness and brand recall issues, ensuring effective communication.
- Crafting a new media strategy for the portfolio, specifically tailored for the summer season (2024), to enhance overall brand visibility and consumer engagement.
- Actively involved in launching new products within the functional foods space, driving product innovation and portfolio expansion.
Asst. Brand Manager (Innovations - Snacking)
Britannia Industries Ltd.
Bengaluru
08.2022 - 08.2023
- Orchestrated end-to-end product innovation for the healthy snacking category, successfully launching the new brand, Better Snack Co, and introducing the inaugural product, Makhana.
- Managed the P&L for the snacking business, demonstrating strategic thinking by ideating the brand name, proposition, and overseeing packaging development for the new brand.
- Collaborated cross-functionally with R&D, commercial, manufacturing, purchase planning, quality, and sales teams to create a comprehensive roadmap for new product launches.
- Developed business cases for healthy snacking products, utilizing trends and consumer insights to capture X% of the value-added health & wellness snacking segment.
- Executed a channel-first Go-To-Market (GTM) approach for Makhana, aiming for a XCr NSV in the launch year and gaining market share from the industry leader.
- Crafted compelling business cases for upcoming product categories, including Value Added Nuts & Trail Mixes and Protein-based Snacks.
- Developed a roadmap to achieve ~100Cr revenue for the new healthy snacking brand over the next 3 years.
- Impact/Achievement: Promoted to Brand Manager after the successful launch of the new brand.
Marketing Manager
Eastern Condiments Pvt Ltd (Orkla)
Kochi
09.2021 - 08.2022
- Managed the largest blended spices brand in Kerala with annual turnover of 350Cr. Led Category Business Planning, Brand Management, and NPD/Innovation Projects for the Blended Spices portfolio.
- Monitored in-market performance, trends, and competitors' activities in collaboration with Trade Marketing and Sales to identify challenges and opportunities.
- Impact/Achievement: Developed and implemented a special “Rural Focus” sales program, resulting in a 16% growth in the Spices category and a 2% gain in market share in Q4' 2021.
- Played a key role in the core startup team to devise a new Brand Proposition and communication strategy for the Core Market.
- Impact/Achievement: Planned and launched 360 degree Multimedia campaign to extend brand proposition on core masala products resulting in a a growth of 18% in H2'21 and SOV of 58%
- Repositioned core products based on a stronger RTB in new markets, focusing on a new product proposition, communication, and GTM strategy to acquire 10% market share.
- Drove innovation portfolio alignment with R&D, building a relevant renovation/innovation, local/hyperlocal product pipeline.
- Key Highlights
- Developed a new brand thematic/TVC for Chicken Masala & Sambhar Masala.
- Created a topical branded film for Onam 2022 with popular singer Sithara Krishnakumar.
- Developed a robust business case and implemented a strategic product extension strategy for Sambar Masala to counter key competition.
Management Trainee
MTR Foods Pvt Ltd (Orkla)
Bengaluru
12.2020 - 09.2021
- Underwent rigorous training in Young Professionals Development Program (YPDP) comprising both classroom and on-the-job training inputs.
Summer Intern
MTR Foods Pvt Ltd, Orkla
Bangalore
04.2019 - 05.2019
- Worked on NPD project – Consumer Understanding and opportunity scoping for innovation in Blended Spices in Karnataka
- Impact/Achievement : Offered PPO – pre –placement job offer to join as a Management Trainee.
Associate Analyst
Globaldata PLC
02.2016 - 05.2018
- Utilized epidemiology and capital equipment models to forecast medical device market trends, benchmarking against industry standards.
- Conducted primary research with key opinion leaders and extracted valuable qualitative and quantitative data through extensive secondary research for informed insights.
Education
MBA - Marketing
Symbiosis Institute of Business Management
01.2020
B.Sc + M.Sc - Biotechnology
Amity University
Skills
- Brand Management
- Brand Development
- New Product Development
- Consumer Behaviour
- Market Research
- Go-to-Market Strategy
- Campaign Management
- P&L Management
Timeline
Brand Manager
Britannia Industries Limited
09.2023 - Current
Asst. Brand Manager (Innovations - Snacking)
Britannia Industries Ltd.
08.2022 - 08.2023
Marketing Manager
Eastern Condiments Pvt Ltd (Orkla)
09.2021 - 08.2022
Management Trainee
MTR Foods Pvt Ltd (Orkla)
12.2020 - 09.2021
Summer Intern
MTR Foods Pvt Ltd, Orkla
04.2019 - 05.2019
Associate Analyst
Globaldata PLC
02.2016 - 05.2018
MBA - Marketing
Symbiosis Institute of Business Management
B.Sc + M.Sc - Biotechnology
Amity University
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