Summary
Overview
Work History
Education
Skills
Languages
Awards
Affiliations
Languages
Accomplishments
References
Timeline
Generic
POULOMI MAJUMDER

POULOMI MAJUMDER

Mumbai

Summary

Passionate Marketeer with approx 11+ years of experience of managing Hair Colours brands along with Alco-bev and foods.

I bring proven experience in fields of brand building & marketing through various touchpoints of consumer engagement , identifying need-gaps & subsequent consumer acquisition in order to grown brands aggressively.

I always keep a keen eye on p&L & profitability to deliver most optimized and aggressive topline & bottom line

Overview

16
16
years of professional experience

Work History

Category Head - Hair Colours

Cavinkare Pvt.Ltd
Mumbai
09.2021 - Current
  • Successfully leading & delivering growth in aggressively competitive hair colour category (400Cr+) via share gain & penetration drive in all formats of hair colouring (Shampoo based, powder, crème)
  • Strengthened share of Flagship Brand Indica Easy in the diverse markets of South as well as Non South via launch of re-positioned communication – This led to inflow on 16% new category entrants into the brand (HHP-July'23) and subsequent growth of MS gain (350basis pts gain - Nielsen)
  • Develop roadmap for short term (AOP) and long term category & brand growth plans to achieve strategic business objectives
  • Develop & ensure the most efficient execution of brand plans (topline, bottom line, activities, communication) to deliver AOP, Market share, PBT & net contribution of hair colour category toward Personal care business of CKPL
  • Monitor, analyse & evaluate market trends, growth avenues, consumer behaviour (behavior shifts, need-gaps) & competition activities to identify the tactical (product/sku driven strategies) & future(NPD) sources of growth
  • Manage overall category P&L to deliver profitability
  • Effectively manage internal CFT (Sales, Planning, supply chain, packaging, R&D, purchase) to deliver seamless month-on-month topline
  • Effectively manage external interface (creative agency, market research, media, PR, digital agency) to continue building & promoting the right brand communication & imagery
  • Exercised leadership capabilities by successfully motivating and inspiring others.
  • Team management for most efficient productivity through performance management, development plans etc.
  • Cultivated interpersonal skills by building positive relationships with others.

Sr. Brand Manager, Streax Hair Colours

Hygienic Research Institute Pvt Ltd
Mumbai
12.2016 - 09.2021
  • Successfully launched Streax into Shampoo hair colouring format and developed 100Cr+ brand in 2.5years via 360 deg marketing (TV+Digital+on ground+trade) initiatives
  • Successfully launched Streax Ultralights and expanded it to 10shades to build a 50Cr+ brand only via consumer engagements & trials
  • Aggressively grew Streax Hair Serum from 9Cr to 100Cr+ in 5 years only via non-TV consumer acquisition
  • Conceptualize and Manage brand marketing activities for Streax Hair Colours & hair serum to achieve strategic consumer objectives on brand
  • Manage hair colour portfolio via new shade extension through latest trend analysis, consumer need/insight etc to keep the brand on-trend and extremely relevan with upgraded consumer needs
  • Develop a concept and strategy for entering in the Shampoo-Conditioner Market as a form of brand extension
  • Work with creative agency (Lowe Lintas) to develop communication for Streax hair colours
  • Managed and oversaw creative projects to drive quality, accuracy and deadline management.
  • Manage brand P&L to achieve desired bottomline
  • Plan & manage ATL & BTL budgets
  • Cross functional management with R&D, Logistics, Manufacturing, legal, packaging etc to develop & launch new products.

Customer Marketing Manager

Diageo
Mumbai
01.2015 - 12.2016
  • Managing consumer/customer marketing for all Blended Scotches& Vodka/luxury brands (Johnnie walker family, VAT 69, Black dog, Black & White, Ciroc & Smirnoff)
  • Designing and implementing consumer promotions to increase Liquid-on-lips quotient across brands
  • Creating and executing events in on-trade & off-trade locations to increase brand associations with respective TG
  • Created trade marketing strategies and implement on time to maximise business
  • Rolling out on-pack/in-pack promotions to increase demand generation in line with sales plans
  • Creating and executing catchy POSM in line with the global brand guidelines to promote visibility of brands & promotions
  • Preparing monthly, quarterly & annual budget plans along with brand/variant/SKU wise allocations in line with overall company strategies and priority focus
  • Constant ROI tracking through sales data (brand wise/channel wise/location wise/region wise)
  • Tracking of Competition activities & market share growth
  • Managing a team of Customer Marketing Executives to carry out seamless on-field operations
  • Managing cross functional communications with global & local brand teams, sales teams, finance, manufacturing & supply chain POCs, commercial teams
  • External vendors for various activations, promotions, POSM and other related activities.

Assistant Manager - Trade Marketing

Ruch Soya Industries Pvt Ltd
Mumbai
06.2012 - 12.2014
  • Designing & Implementing various BTL activities (Consumer, Distributor, Retailer schemes; installation of signages& other visibility aids; budgeting; mall activations; new town launches)
  • Designing & implementing Consumer promotions (On-pack promotions, with-pack promotions, of-invoice promotions across general trade & modern trade)
  • Managing sales of Nutrela table spread for Easyday account (Modern Trade chain) for north region
  • Analyzing and understanding different markets for gaps and opportunities
  • Vendor management for various external work like creation & procurement of POSM, coordination with agencies for marketing activation, consumer promotions, etc
  • Cross functional coordination with sales, supply chain & commercial teams.

Process Engineer

National Chemical Laboratory
Pune
07.2007 - 06.2010
  • Developed process designs for new and existing manufacturing processes.
  • Performed equipment design, selection, installation, commissioning, start-up and troubleshooting activities.
  • Conducted experiments to optimize product yield and improve process control.
  • Reviewed drawings for accuracy and compliance with regulations.
  • Evaluated current processes for cost savings opportunities or improved performance.

Education

MBA - Marketing Management

K. J. Somaiya Institute of Management & Research
Mumbai
07.2012

Bachelor of Engg. (Chemical) - Chemical Engineering

Shivaji University
Kolhapur
05.2007

12th, SSC, Science -

Kendriya Vidhyalaya
03.2002

10th, HSC -

Kendriya Vidhyalaya
03.2000

Skills

  • Astute marketeer with in-depth Hair colour category understanding
  • Category management & Brand Building
  • P&L, profitability management
  • 360 degree Communication development
  • Media campaign - TV, print, digital
  • BTL, On-ground, visibility & trade engagement

Languages

  • English
  • Hindi
  • Bengali
  • Marathi
  • Gujarati

Awards

Best Brand Manager Award, 03/30/19, Hygienic Research Institute, Awarded as best brand manager for managing Streax ET Best Brand Award, 02/28/19, For Streax

Affiliations

  • Avid Traveller

Languages

English
First Language
Hindi
Proficient (C2)
C2
Bengali
Proficient (C2)
C2
Marathi
Upper Intermediate (B2)
B2
Gujarati
Elementary (A2)
A2

Accomplishments

Internal Recognition:

Best Brand Manager Award Streax - 2019

External Recognition:

ET Best Brand Award - 2019 (Streax)

References

References available upon request.

Timeline

Category Head - Hair Colours

Cavinkare Pvt.Ltd
09.2021 - Current

Sr. Brand Manager, Streax Hair Colours

Hygienic Research Institute Pvt Ltd
12.2016 - 09.2021

Customer Marketing Manager

Diageo
01.2015 - 12.2016

Assistant Manager - Trade Marketing

Ruch Soya Industries Pvt Ltd
06.2012 - 12.2014

Process Engineer

National Chemical Laboratory
07.2007 - 06.2010

MBA - Marketing Management

K. J. Somaiya Institute of Management & Research

Bachelor of Engg. (Chemical) - Chemical Engineering

Shivaji University

12th, SSC, Science -

Kendriya Vidhyalaya

10th, HSC -

Kendriya Vidhyalaya

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