Summary
Overview
Work History
Education
Skills
Timeline
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Prajakta Mahajan

Mumbai

Summary

Brand Manager with over 16 years of experience in the FMCG sector, driving strategic brand growth for market-leading brands like Surf Excel, Lipton, Red Label, Knorr, and Pediasure.

Proven expertise in building innovation funnels, driving new product development (NPD) from concept to market, developing Masterbrand and delivering sustainable business growth. Adept at leveraging deep consumer insights to craft differentiated propositions, impactful claim roadmaps and future ready marketing mixes that consistently deliver growth and strengthen market share. Collaborative leader with a strong track record of enhancing brand equity, increasing market share, and delivering consistent business results in competitive markets.

Overview

16
16
years of professional experience

Work History

Brand Manager- Pediasure

Abbott
12.2023 - Current
  • Built a 3-year innovation roadmap, leveraging consumer insights, resulting in a 10% incremental revenue and the highest CNS market share in 5 years.
  • Delivered a 360° brand strategy (TV and Digital), leading to improved equity scores and a turnaround in brand performance.
  • Led NPD and packaging design identity for extensions, delivering differentiated consumer propositions, and premium pack formats.
  • Partnered with R&D, sales, supply chain, and finance to develop P&L for new launches, ensuring on-time execution.
  • Revamped digital ecosystem (SEO, website, CRM), leading to 40% organic traffic growth and improved online conversion by 30%.
  • Designed integrated performance marketing campaigns and channel-specific strategies to accelerate e-commerce growth.

ABM Innovations- Surf Excel

HUL
01.2023 - 12.2023
  • Owned innovation funnel and stage-gate process for the handwash category, accelerating the new product launch timeline by 20%.
  • Built a marketing mix (TV + digital) for new launches, winning the ‘Most Creative & Effective Campaign 2024’ (Kantar Awards).
  • Managed innovation P&L and optimized formulation and sourcing, improving gross margin by +400 bps.
  • Cross-functional leadership with R&D, supply chain & finance to ensure feasibility and fast-tracked launch readiness.
  • Played a pivotal role in increasing gross margins by improving product formulations, and executing comprehensive marketing campaigns.

ABM innovations- Tea Category

HUL
05.2020 - 12.2022
  • Leading brand development for Lipton: market leader with the highest market share in the category.
  • Innovation lead for the beverage portfolio: understanding consumer and market trends to identify opportunities to diversify the portfolio for brands like Lipton, Red Label, and Bru.
  • Lead project networks—from proto development, consumer testing, checking production feasibility, until the distribution—by leading a multifunctional team.
  • Created new advertising campaigns by identifying consumer insights and crafting concepts/briefs: Lipton Green Tea led to incremental market share gain.
  • Lead for digital exclusive launches, crafting a 'Digital Playbook,' ensuring high-impact positioning and launch success.
  • Managed P&L for Lipton portfolio and delivered gross margin improvement of 500bps.

Senior Brand Executive- Knorr, UFS

HUL
09.2018 - 05.2020
  • Conceptualized and designed a proposition for Knorr Soups and Meal-makers.
  • Led the end-to-end E-commerce launch for the Knorr Chinese portfolio, driving double-digit growth in online sales.
  • Developed a customer relationship model, expanding the B2B network by 600+ chefs and restaurants.
  • Executed the Knorr Masala new launch by coordinating with internal and external stakeholders, and implementing promotional activations.
  • Spearheaded innovative packaging design for Knorr Soups and Seasonings to strengthen shelf visibility.

Brand Executive- Foods

HUL
01.2012 - 09.2018
  • Lead the Sampling module to increase brand awareness across 350 MT stores PAN India achieving 7.7mn contacts leading to ~55% conversions in year.
  • Collaborated with cross-functional teams to ensure cohesive brand messaging across all touchpoints.
  • Analyzed sales data to uncover opportunities for optimization or expansion within the product portfolio.
  • Managed relationships with external agencies for creative, media, and public relations efforts.

Trade Marketing Executive

Hindustan Coca-Cola Beverages
Mumbai
06.2009 - 12.2011
  • Awarded for 'Hero award for 2011' and for 'Highest Activation score 2010' for exceptional performance.
  • Developed and executed strategic trade marketing plans, resulting in a 20% increase in retail sales and enhanced brand visibility across key markets.
  • Led innovative BTL activation campaigns in metro cities with deploying outdoor hoardings, home to home sampling, etc.
  • Created engaging point-of-sale materials that effectively communicated product benefits and features.

Education

Executive General Management Program - Bangalore

IIM Bangalore
Bangalore
06-2022

Masters in Management Studies - Marketing

Mumbai University
01.2009

Bachelor in Mass Media - Advertising

Mumbai University
01.2006

Skills

  • Innovation funnel
  • NPD
  • Portfolio strategy
  • New product Development (NPD)
  • Consumer insights
  • Cross-functional collaboration
  • P&L management
  • Market analysis
  • Influencer marketing programs
  • Digital marketing
  • Performance marketing

Timeline

Brand Manager- Pediasure

Abbott
12.2023 - Current

ABM Innovations- Surf Excel

HUL
01.2023 - 12.2023

ABM innovations- Tea Category

HUL
05.2020 - 12.2022

Senior Brand Executive- Knorr, UFS

HUL
09.2018 - 05.2020

Brand Executive- Foods

HUL
01.2012 - 09.2018

Trade Marketing Executive

Hindustan Coca-Cola Beverages
06.2009 - 12.2011

Executive General Management Program - Bangalore

IIM Bangalore

Masters in Management Studies - Marketing

Mumbai University

Bachelor in Mass Media - Advertising

Mumbai University

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