RAUNAK GOEL
KOLKATA
Summary
Well-qualified Sales & Marketing leader successful at developing and implementing policies, administering budgets and building High-performance teams. Skilled at facilitating communication between sales and marketing teams to enable project success for each new campaign. Experience includes internal communications, public relations, product launches, campaign development and market positioning. Excellent communication and problem-solving abilities with a decisive and proactive leadership style.
Overview
7
7
years of professional experience
Work History
National Trade Marketing Lead
Too Yumm! Guiltfree Industries Ltd (RPSG Group)
11.2021 - Current
- Planned effective AOP on Company's Topline/Bottomline basis Market Share & Coverage Planning Developed strategic and tactical trade marketing plans for region in terms of Retail Promos (GT/MT) + Display Metrix & payouts Established, initiated and optimized business development strategies based on company targets, product specifications, market data and budget factors
- Handling a 5 member team 1 MDM 2 RTMM & 2 MIS for Onground execution & Loyalty + GTM Drives
- Increased Product sales and NPD exposure by developing new packaging, collateral and sales materials and optimizing target audience reach
- Launched 3 successful NPD's in a term of 2 Years - "Bhoot Chips"(highest selling SKU), Set up New line of Portfolio - Indian Ethnics & helped in making it a 60 Cr annual brand from scratch in a highly competitive market + Kids portfolio launch
- Successfully helped boost Retail Channel 25% Gr + WS channel 47% GR via activating Loyalty Programs like "Project Bulls Eye" & "Project Big Boy"
National Trade Marketing Manager
Britannia Industries Ltd
04.2020 - 10.2021
- Launched New Product Milk Bikis Atta (~1200 Crs) across regions - taking end to end ownership of Designing the GTM, Liaoning relevant stake holders, Display units + POS, Monitoring Trade response + Repeats keeping the Trade budgets in control.
- Reviewed historical data and classified information to inform strategic campaign development
- Leveraged industry trends and competitive analysis to increase MS/ND cluster wise for assigned product portfolio
- Owner of entire GTM Program for Biscuits Pan India
- Created effective sales plans utilizing customer needs forecast to increase market share.
Regional Sales Development Manager
Britannia Industries Ltd
06.2019 - 02.2020
- Responsible for sales planning & budgetary control of entire CRA & Dairy Business for the Region approx 300 Crs annually
- Manage the GTM transformation & significant changes planned in Foods Business
- The changes span across the dimensions of portfolio, GTM mosaic, reach, technology and organization
- Help drive these outcomes by driving and sustaining strategic initiatives in the region aimed at improving the GTM bandwidth - Both in rural and Urban Conceptualizing, executing and reviewing all sales development activities, New Product plans & BTL marketing activities
- Responsible for Sales Digitalization - Beat & Delivery Optimization/100% Geo Fencing/AW DMS migration from Udaan to Arteria/ BDPL & BIL Nach 100% sync for AW Primary billing Sales Force capability & lead the Business Process Re-engineering sales IT deployment & adherence to process
- Custodian of all trade marketing & budgets for the assigned portfolio approx.24 Crs annually.
Area Sales Manager
Varun Beverages Ltd
03.2017 - 02.2019
- Leading a team of 18 direct and 48 indirect reports indirect sales, business development and expert marketing
- Managing a business of Rs 700 crores per annum in across 2 categories, 15 brands and 70 SKUs
- 100% integration of the predictive sales tools in market execution to increase direct range selling by 20% Directly handling a network of 75 distributors & 500 sub-distributors across the GT Channel
- Aiding competency development of sales executives to build an internal leadership managerial pipeline
- Second Highest value contributor of Brand Slice in UP, led the state to reach 10%+ ND in JBD Segment
- Planned and executed new launches of Brand Tropicana to achieve highest volume and distribution ever in the designated area
- Headed projects across multiple functions including trade marketing, commercial excellence & expert marketing
- Developed sales capability for the team and lead distribution expansion across 13 top towns Conceptualized consumer activations, trade promotions and sales force incentives to aid brand growth.
Education
MBA - Marketing & Finance
IMT - Ghaziabad
03.2017
B.Com (H) - Marketing & Finance
The BESC - Kolkata
03.2015
Skills
- Sales Promotion
- Product Launches
- Marketing Analytics
- CRM Integration
- Supply Chain Coordination
- Promotional Planning
- Pricing Strategy
- Campaign Development
- Vendor Negotiation
- Sales Leadership
- Hiring Strategy Management
Accomplishments
- Achieved double-digit trade area growth as ASM Kolkata in 2019 YTD, with over a 20% growth in the Rural channel.
- Activated 7 rural towns by adding 4 Distributors & 9 Sub Distributors in South24Paragnas.
- Bagged the "Maestro" award for beating the target by 32% and winning a Company sponsored trip to Thailand.
- Activated Britannia Bar Cakes throughout East India leading to an MS Shift of +2.2 & ND Shift of +7
- Expanded distribution of Dairy Business from 88k Direct Ol's to 1.2 L OL's
- Successfully launched Milk Bikis Atta Pan India growing at a pace of +30% MoM.
- Brought Monthly spends on GTM Brands from 1.72% to 1.51% Pan India.
- Pulled out 8 degrowing Mah + Kar clusters from -ive to +ive over a period of 6 months.
Languages
Bengali
Advanced (C1)
Hindi
Advanced (C1)
English
Advanced (C1)
Timeline
National Trade Marketing Lead
Too Yumm! Guiltfree Industries Ltd (RPSG Group)
11.2021 - Current
National Trade Marketing Manager
Britannia Industries Ltd
04.2020 - 10.2021
Regional Sales Development Manager
Britannia Industries Ltd
06.2019 - 02.2020
Area Sales Manager
Varun Beverages Ltd
03.2017 - 02.2019
MBA - Marketing & Finance
IMT - Ghaziabad
B.Com (H) - Marketing & Finance
The BESC - Kolkata
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