Hi, I’m
Prajakta Mahajan
Brand Manager
Summary
Dynamic Brand Leader with 16 years of experience in the FMCG sector, specializing in driving growth for category-leading brands including Surf Excel, Lipton, Red Label, Knorr, Kissan, and Pediasure. Expertise includes innovation strategy, portfolio management, digital acceleration, and P&L ownership, effectively transforming consumer insights into profitable innovations. Proven ability to craft high-conversion digital ecosystems and execute comprehensive 360° marketing campaigns across ATL, BTL, and performance channels. Recognized for revitalizing declining brands, achieving record market shares, and fostering sustainable margin growth.
Overview
16
years of professional experience
Work History
Abbott- Pediasure
Brand Manager
12.2023 - Current
Job overview
- Delivered the highest market share in five years in the CNS category.
- Revamped the digital ecosystem and SEO strategy, resulting in a 40% increase in organic traffic, and improved brand SERP rankings.
- Built a full-funnel digital strategy, delivering a 30% increase in conversion rates across cohorts and +15% NTB growth via funnel optimization.
Designed CRM journeys for Pediasure mapping, driving retention, and repeat use. - Partnered with sales and trade teams to deliver high-impact channel visibility and growth.
- Developed and executed comprehensive brand strategies that enhanced market penetration and strengthened consumer loyalty.
- Collaborated with cross-functional teams to align marketing initiatives with product development, increasing brand consistency and recognition.
HUL- Surf Excel
Assistant Brand Manager- Innovations
01.2023 - 12.2023
Job overview
- Developed an India TVC that won the “Most Creative & Effective Campaign 2024” award at the Kantar Awards.
- Led the innovation roadmap for Surf Excel Handwash, which was launched with a 360° integrated marketing approach.
- Managed TV and digital marketing across India and Sri Lanka.
- Optimized marketing spending and reallocated budgets for maximum ROI.
- Strengthened NPD workflow, reducing launch lead time, and delivering +400 bps GM.
- Elevated product mix and pricing strategy, boosting gross margin.
- Streamlined project management processes for new product launches, resulting in reduced time-to-market and a 400 basis points increase in gross margin.
- Played a pivotal role in increasing gross margins by improving product formulations, and executing comprehensive marketing campaigns.
- Created engaging content for social media channels to increase brand awareness and engagement.
HUL- Tea Category
ABM Brand Development
05.2020 - 12.2022
Job overview
- Led brand development for Lipton – a category market leader with a #1 share.
- Delivered a +500 bps gross margin improvement via portfolio and formulation resets.
- Crafted a “Digital Playbook” for online-exclusive launches, driving high-impact e-comm growth.
- Led innovations 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.
- Translated insights into breakthrough concepts — Lipton Green Tea gained incremental share to become the category leader.
- Led cross-functional teams to implement innovative marketing campaigns, resulting in increased brand awareness and consumer loyalty.
HUL- Unilever Food Solutions
Senior Brand Executive
09.2018 - 05.2020
Job overview
- Executed the Knorr Masala new launch by coordinating with internal and external stakeholders, and implementing promotional activations.
- Led the design of innovative packaging for Knorr seasonings and soups.
- Launched Knorr Soups and Chinese range on e-commerce, achieving double-digit online growth.
- Built CRM engine from scratch — added 600+ chefs and restaurant customers.
- I drove the product packaging refresh for Knorr Seasonings and Soups.
- Led launch activations, boosting trial and usage.
HUL- F&B
Brand & Marketing Executive
01.2012 - 09.2018
Job overview
- Spearheaded PAN-India sampling across 350 MT stores, generating 7.7 million trials, and 55% conversions.
- Strengthened channel presence via coordinated ATL/BTL rollout.
- Partnered with insights and media teams to optimize product mix and messaging.
Hindustan Coca-Cola Beverages
Trade Marketing Executive
06.2009 - 12.2011
Job overview
- Drove a 20% retail sales lift and improved market presence via trade marketing activations.
- Led large-scale BTL campaigns across metros: OOH, sampling, and retail visibility.
- Awarded the 'Hero Award 2011' and the 'Highest Activation Score 2010.'
Education
IIM BangaloreBengaluru, India
Executive General Management Program
06.2022
Mumbai UniversityMumbai
Masters in Management Studies from Marketing
04.2001
Mumbai UniversityMumbai
Bachelor in Mass Media from Advertising
04.2001
Skills
Brand Strategy
Product Innovation
Portfolio Management
New Product Development (NPD)
Digital Acquisition
CRM & Retention
Consumer Insights
Performance Marketing
P&L & Gross Margin Management
Growth Strategy
Media Planning
Cross-functional Leadership
E-commerce Growth
Brand strategy
SEO optimization
Digital marketing
Accomplishments
- Achieved the Highest market share for Pediasure in 5 yrs +
- 3 times Excellence Award winner in 2024 for: Global Leadership presentation, Print sampling breakthrough & 5× Digital conversion growth.
- Recognized for flawless Global Leadership Review for Pediasure in 2025.
- Won “Most Creative & Effective Campaign 2024” – Kantar Awards for Surf Excel Campaign in 2023.
- Awarded “Hero Award 2011” and “Highest Activation Score 2010” at Hindustan Coco-Cola Beverages Pvt. Ltd.
Timeline
Brand Manager
Abbott- Pediasure
12.2023 - Current
Assistant Brand Manager- Innovations
HUL- Surf Excel
01.2023 - 12.2023
ABM Brand Development
HUL- Tea Category
05.2020 - 12.2022
Senior Brand Executive
HUL- Unilever Food Solutions
09.2018 - 05.2020
Brand & Marketing Executive
HUL- F&B
01.2012 - 09.2018
Trade Marketing Executive
Hindustan Coca-Cola Beverages
06.2009 - 12.2011
Mumbai University
Masters in Management Studies from Marketing
04.2001
Mumbai University
Bachelor in Mass Media from Advertising
04.2001
IIM Bangalore
Executive General Management Program