Pratik Pandey

• Spearheading marketing initiatives for the Magic Moments Vodka brand portfolio.
• Overseeing New Product Development (NPD) to expand the brand's product range.
• Strategizing and executing Below-The-Line (BTL) activations, including events, brand integration, and surrogate marketing campaigns.
• Managing Above-the-Line (ATL) and digital communications, ensuring consistent messaging across all channels.
• Liaising with creative agencies and vendors to develop innovative brand strategies and campaigns in a restricted marketing category.
• Driving efforts to manage brand contributions, and ensuring consistent saliency across key markets.
• Focusing on exploring new avenues to increase per-outlet sales volumes, maximizing revenue potential.

Key Achievements:

• Market Leadership: Propelled Magic Moments Vodka to the 6-million-mark in sales for 2023-24, achieving the highest-ever sales for any vodka brand in India.
• Achieved 99.5% of sales targets and 98.5% of contribution targets, demonstrating exceptional operational efficiency and strategic planning.
• Captured a dominant 73% market share in the operating industry, and a remarkable 60% in the entire vodka category, solidifying Magic Moments’ leadership position.
• Product Innovation: Successfully launched India’s first colored vodka, “Pink Vodka,” in the semi-premium category, setting a new trend in the market, and enhancing brand differentiation.
• Celebrity Engagement: Managed high-profile, all-India tours featuring renowned artists such as KING, Arijit Singh, Ronan Keating, and Bismil, boosting consumer engagement and loyalty.

• Brand strategy development: Identified target audiences, positioned the brand effectively, and developed growth-driven marketing plans.
• Above-the-Line (ATL) Marketing: Planned and executed multi-channel advertising campaigns, including creative development, media planning, and budgeting.
• Below-the-Line (BTL) Marketing: Organized events, sponsorships, in-store activations, and non-traditional marketing initiatives to engage consumers.
• Digital Marketing: Managed online presence, created digital campaigns, collaborated with influencers, and utilized content marketing to boost brand awareness.
• Market Research & Analysis: Conducted consumer research, analyzed competitors, tracked brand performance, and developed data-driven strategies.
• Brand Performance: Monitored key metrics, analyzed customer feedback, and implemented strategies to strengthen brand positioning. Agency Handling & Liaisoning: Identifying and selecting agencies that align with the brand's objectives and values.

• Managing new product development, pricing/margin analysis, Market & Competitive analysis | Monitoring development timeline and testing of new products; performing product presentations to an internal and external audience | Identifying areas for growth and creating strategic product line roadmaps to help drive adoption of the product and differentiating features for the product on E-Com platforms like Amazon, Flipkart
• | Collaborating with cross-functional departments on competitive selling, pricing, market development, and field solutions
• Implemented pricing strategy that increased gross profit margin by 7%; conducted product presentation to internal stakeholders, resulting in 8% increase in new business acquisition
• Identified areas for growth & created strategic product roadmap to help drive adoption of products & distinctive features for the product on E-Com platforms like Amazon, Flipkart

• Brand Awareness: Develop & execute digital marketing strategies | Implement social media campaigns, influencer marketing, & search engine optimization (SEO) to build brand visibility | Track and analyze key metrics such as website & app traffic, social media engagement, and brand mentions to measure the effectiveness of brand awareness efforts
• Lead Generation: Drive lead generation through various digital channels, including in app adds & social media advertising, and influencer marketing
• App Development: Involved in the development of KK mobile app | Understanding the app's functionality | Testing the app for bugs and issues | Providing feedback to the development team
• Customer Acquisition: Plan and execute digital advertising campaigns across channels such as Google Ads, Facebook Ads, and Instagram Ads | Utilize targeting and segmentation strategies to reach the desired customer base | Optimize campaigns based on performance data, including conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS)
• Analytics and Reporting: Monitor key performance indicators (KPIs) and provide regular reports on digital marketing campaigns, website performance, and customer engagement | Analyze data to identify trends, insights, and areas for improvement | Use analytics tools to track and measure the ROI of digital marketing initiatives
• Above-the-Line(ATL) Activations: Planning, developing, and implementing multi-channel (Television, Digital, Radio, Outdoor & Print) advertising campaigns, overseeing creative development, media planning, budgeting, and campaign execution
• Impelled brand awareness via digital marketing: social media, influencer marketing, SEO
• Resulted in high website traffic, social engagement, positive brand mentions
• Achieved 50% higher conversion & 15% lower CPA in 3 months with digital ads on Google and FB
• Effective targeting & optimization led to increased customer acquisition
• Grew customer retention by 20% & CLV by 15% in 6 months through optimized loyalty programs, personalized recommendations, & repeat purchase strategies
• Key Campaign Links: https://youtu.be/kvdugwBaAzo, https://youtu.be/aOz1Rg-wpLc, https://youtu.be/iyT6Y3uxEzQ, https://youtu.be/tgtDMbXMXtY

• Brand Management: Develop and implement brand strategies to enhance brand visibility, awareness, and equity
• Market Research and Analysis: Conduct market research to identify consumer needs, preferences, and trends | Analyze market data to identify opportunities, gaps, and potential target segments
• Product Development: Work closely with the product development team to create and launch new Papad and Chutney products | Ensure that product offerings align with customer demands and market trends
• Marketing Strategy and Planning: Develop comprehensive marketing plans and strategies for Papad and Chutney products | Formulate pricing, promotion, distribution, and positioning strategies
• Budget Management: Effectively manage the marketing budget for Papad and Chutney products | Ensure optimal allocation of resources across various marketing initiatives
• Successful pricing, promotion, distribution, and positioning strategies led to significant sales growth
• Executed new Papad Packaging & Chutney products launches
• Innovative spout pouch packaging for Chutney & customer-centric approach ran 300% sales growth in chutney category, capturing market share & boosting brand visibility

• Monitored marketing, communications, public relations, and branding of dairy products at a national level | Drove marketing strategy implemented by representatives in 26 states | Launched new brand, managed brand extensions, and new product development; created a social media strategy | Spearheaded a portfolio including leading FMCG brands such as Ghee, UHT Milk, Dairy Whitener, Cheese, and many more
• Drove marketing strategy enacted by representatives, launched new brand 'Volup', managed brand extensions, and new product development; fabricated a social media strategy
• Effected In-Store Marketing Activities, Trade and Consumer Promotions for Ghee Range to improve Sales figures, and conversion rates and to enhance the brand experience
• Key TV Campaigns: https://youtu.be/tl62btf-Zsc, https://youtu.be/BEkOLIp22ok, https://youtu.be/q8DrXBAmdyw, https://youtu.be/JHWdueXdCcg

• Executed all aspects of new product development including market research, packaging, merchandising, and product launch | Led retail strategy & implemented in-store promotions | Liaised with the field to gain insight on market trends and conceptualized 17 packaging designs with the creative agency for the entire range of products
• Part of Execution of NPD, including market research, packaging, merchandising, and product launch, resulting in the successful introduction of new products to the market
• Collaborated with field force to gain insights on trends and develop 17 packaging designs with agency, enhancing the visual appeal & differentiation of the entire product range

• Business Development and Distributor Management
• Generate leads through various channels, such as cold calling, email campaigns, and networking