Rahul Attri
Head- Trade & Shopper Marketing
Gurgaon,Haryana
Summary
Visionary leader with over 11 years of diverse experience in the FMCG industry, specializing in Trade and Shopper Marketing, Sales and channel strategy & Go-to-Market (GTM). Proven ability to drive business growth, P&L Management, and lead cross-functional teams to achieve business excellence.
Overview
12
12
years of professional experience
5
5
years of post-secondary education
Work History
Head-Trade & Customer Marketing
Brillon Consumer Products Pvt Ltd
01.2023 - Current
- Orchestrated Channel & brand strategies for Brillon's portfolio, achieving 9% YoY growth
- End to End ownership of Full year Brand X Channel calendar from ideation to execution.
- Spearheaded successful Trade Marketing campaigns for AllOut, gaining 2% market share
- Managed a Trade Spend Budget of over ₹200 Cr and BTL budget of ₹30 Cr, optimizing allocation and enhancing ROI by 10%
- Led Sales IT and Analytics teams, developing data tools to enable field sales teams
- Designed and distributed impactful POS material for MT and TT channels, enhancing brand presence and consumer experience
- Developed training modules for TT and MT field sales teams, improving execution excellence
- Designed and implemented channel, customer, and portfolio strategies to maximize business growth and reduce channel conflicts
- Supervised a team of four marketing managers and spearheaded quarterly and annual sales incentive programs
Manager-Customer Marketing
Brillon Consumer Products Pvt Ltd
01.2020 - 12.2022
- Managed and controlled TT trade spends, implementing and evaluating trade promotions to drive profitability
- Directed loyalty programs such as Titans Program (21% growth in FY'22) and Tejas Loyalty Program (20% growth target)
- Enhanced TT channel visibility through innovative merchandising solutions (e.g., visibility hangers for liquid electric and coils)
- Planned and executed GTM strategies for product launches, including All Out Coils, Baygon Max, and Mr
- Muscle Kitchen Cleaners
- Led cost optimization initiatives, including freight policy improvements and vendor negotiations, achieving higher ROI
- Introduced 'Ways of Working' initiatives to improve efficiency and effectiveness in field sales
ASM-Punjab, J&K
SC Johnson Products Pvt Ltd
07.2018 - 12.2019
- Led sales in Punjab and J&K, managing a team of six TSIs
- Achieved 4% MS gain in LE and 10% overall business growth during tenure
Area Sales Manager-UP West
ITC Limited
07.2016 - 06.2018
- Managed sales of personal care products, driving additional monthly sales through innovative channel strategies
- Established institutional wholesale and pharma channels, generating incremental sales of ₹25-30L and ₹15-20L, respectively
- Led successful new product launches, such as Engage Pocket Perfume (4.6% market share) and Savlon Hand Wash (15.9% market share increase within six months)
Area Sales Executive- J&K
ITC Limited
07.2013 - 06.2016
- Managed sales for cigarettes and OFMCG categories across Udhampur and Srinagar
- Executed TM&D plans, achieving 100% primary and secondary targets while improving distributor ROI and infrastructure management
Education
MBA - Marketing
Lovely Professional University
07.2011 - 05.2013
BBA - Marketing
Apeejay Institute of Management
07.2008 - 05.2011
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
MBA - Marketing
Lovely Professional University
07.2011 - 05.2013
BBA - Marketing
Apeejay Institute of Management
07.2008 - 05.2011
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