A visionary leader having 10+ years of diverse experience in the FMCG industry, with ample exposure to Trade and Shopper Marketing, Sales, Strategy, GTM and Business Development.
Hi, I’m
Rahul Attri
Head-Customer Marketing
Gurgaon,HR
Summary
Overview
11
years of professional experience
Work History
Brillon Consumer Products Pvt Ltd
Head-Trade & Customer Marketing
01.2023 - Current
Job overview
- Orchestrated the development and execution of brand strategies for Brillon portfolio achieving a growth of 9% YoY.
- Spearheaded successful Trade Marketing campaigns for AllOut in various geographies and gained 2% Market share.
- Managed a Trade Spend Budget of Over 200Crs and BTL budget of over 30 Crs, Optimizing allocation across priority markets and brands and enhancing ROI by 10%
- Led the Sales IT and Analytics team to provide support and enablers to Sales team with various data tools.
- Led the design and distribution of effective POS material for MT and TT, enhancing brand presence and consumer experience.
- Developed a comprehensive training modules for TT as well as MT field Sales team on brand activation, Steps of Call improving distribution and execution excellence.
- Developed a comprehensive communication module for field sales for faster communication of all month plans.
- Developed and implemented Channel, Customer and Portfolio strategies for MT and TT in conjunction with cross functional teams to ensure maximum business growth and reduction in channel conflicts
- Designed and executed the Sales Organization's quarterly and Yearly Incentives, R&R, and Induction programs
- Led a team of 2 CMM's handling TT and MT channel and 2 Regional Customer Marketing Managers for TT.
- Developed the channel programs in conjunction with Field sales and respective CM Managers to overdrive the channel growths
Brillon Consumer Products Pvt Ltd
Manager-Customer Marketing
01.2020 - 12.2022
Job overview
- Management and Control of TT Trade spends, Implementing and Evaluating Trade Promotions, Region specific inputs/drives for a profitable business.
- End to End Management of Channel Loyalty Programs i.e., Titans Program (Retail-Channel Gr of 21% FY’22), Tejas Loyalty Program (SS with a growth target 20%) and Region specific WS interventions.
- Planned, developed, and maintained the merchandising and achieved superior visibility through various merchandising assets in TT. Few innovative examples are Visibility Hangers for Liquid Electric, Baygon and Coils.
- Planned and executed a Strategy to develop the rural channel with a growth target of 20% in FY’23 i.e., Project Neev.
- Lead GTM strategy for all product launches. Successfully Launched All Out Coils in focus geographies, Baygon Max and Mr Muscle Kitchen Cleaners.
- End to End Planning and Execution of ISR GTM with an objective of optimization of GTM coverage and Cost to Serve.
- Led various cost optimization initiatives like Freight Policy, Project Squeeze, Vendor Negotiations to drive higher ROI's.
- Led various Ways of Working initiatives to drive field sales work efficiently and effectively in Market.
- Led various
SC Johnson Products Pvt Ltd
ASM-Punjab, J&K
07.2018 - 12.2019
Job overview
- Managed the sales in Punjab and J&K states leading a team of 6 TSI's
- 4% MS gain in LE and 10% business growth during the tenure.
ITC Limited
Area Sales Manager-UP West
07.2016 - 06.2018
Job overview
- Managed the sales of Personal Care products.
- Established Institutional Wholesale Channel & enabled INR 25-30L additional monthly sales
- Strategized & developed Pharma Channel; liaised with 4 WDs; generated INR 15-20L additional sales
- Strategized & developed HoReCa channel for Pocket Perfumes and Mini HW; enabled monthly additional sales
- Led campaign for new product launch (Engage Pocket Perfume); gained market share of 4.6%
- Executed launch of Savlon Hand wash in Agra circle; improved market share by 15.9% within 6 mos. of launch
ITC Limited
Area Sales Executive- J&K
07.2013 - 06.2016
Job overview
- Managed the sales in Udhampur and Srinagar geographies for Cigarettes and OFMCG categories
- Executed TM&D plans across J&K; enabled 100% Primary and Secondary target achievement; undertook UOBs and Range Selling; Distributor, ROI and Infra Management
Education
Ovely Professional UniversityJalandhar, India
MBA from Marketing
04.2001
University Overview
Apeejay Institute of ManagementJalandhar, India
BBA from Marketing
04.2001
University Overview
Skills
Communication & Interpersonal Skills
Timeline
Head-Trade & Customer Marketing
Brillon Consumer Products Pvt Ltd
01.2023 - Current
Manager-Customer Marketing
Brillon Consumer Products Pvt Ltd
01.2020 - 12.2022
ASM-Punjab, J&K
SC Johnson Products Pvt Ltd
07.2018 - 12.2019
Area Sales Manager-UP West
ITC Limited
07.2016 - 06.2018
Area Sales Executive- J&K
ITC Limited
07.2013 - 06.2016
Ovely Professional University
MBA from Marketing
04.2001
Apeejay Institute of Management
BBA from Marketing
04.2001
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