Ria Bhattacharjee

Spearheading end-to-end marketing operations for Milton

KEY RESPONSIBILITIES & ACHIVEMENTS

· Developed a comprehensive marketing Annual Operations Plan (AOP) aligned with business objectives.

· Channelized Milton’s brand affinity towards salience, maintaining an impressive 98% Top-of-Mind (TOM) recall.

· Strategically drove Milton’s equity for young consumer cohorts, aiming to establish the same brand loyalty seen in the 35+ target demography.

· Orchestrated strategic brand campaigns for local pockets, garnering 88% of consideration for the leading category.

· Conceptualized and executed a 360-degree campaign development for Coloured range of thermosteel bottles.

· Media mix of TV, integration on top impact shows, OOH – Digital & transit, metro wraps, influencer marketing & in-store display.

· Achieved 81% Share of Voice (SOV) and 30Cr+ impressions through OOH mediums.

· Established a brand alliance with Cult.fit, the leading gym chain, to enhance equity among the targeted younger cohort.

· The alliance comprised of multiple media touchpoints like on-ground activation, digital amplification, influencer marketing and digital amplification.

· Generated significant revenue along with fulfilling the key objective of brand engagement.

· Maintained a vigilant track of brand health at necessary intervals, facilitating data-driven campaign implementation.

· Applied a research-based approach for critical product/category launches through:

(a) Pricing studies

(b) Qualitative consumer immersions

Leading all marketing functions for Livguard (Home Inverter & battery | Automotive batteries | Solar | Lithium) | Managed marketing budget up to 100 Cr

KEY IMPACT

· Launched multiple categories across both brands which included extensive positioning exercise, consumer research and RTM development.

· Brand awareness improved by 69% and brand consideration by 41% during tenure through a combination of clutter breaking communication, on shelf win and high impact media planning.

· Set up and led the brand’s first dealer digitization for distribution tracking, scheme execution and dealer loyalty programs.

· Led media planning and buying while ensuring efficiencies, including high impact properties like World cup and IPL.

· Enhanced media efficiency by 24%; at low SOE Livguard maintained 40% SOV during COVID period.

· Successfully launched a new brand and many categories, in alignment with strategic business need.

· Supported e-commerce and D2C scaling, achieving 7.8Cr in online sales within first 6 months.

· Contributed to a new channel of sales during COVID period when in-store footfall was extremely limited.

· Enhanced category’s engagement through a marketing initiative, transforming it from low to high involvement.

· Managed agency/partner relationships and budgets for creative, research, PR, media and digital.

· Orchestrated strategic communication for all channels – ATL, digital assets for brand awareness and performance, retail/in-store branding.

· Oversaw celebrity brand ambassadors, Akshay Kumar and MS Dhoni.

· Implemented retail scale-up through customized geo-level market patterns.

· Fostered seamless collaboration with cross-functional teams for effective deployment of business objectives.

· Contributed to ideation and strategizing for annual business events/conferences.

Leading brand growth through strategic communication | Brand strategy & planning | Building consumer brands

Brands handled: PepsiCo (Mountain Dew, Gatorade, Himalayan Natural Mineral Water - complete water portfolio)

Key Achievements:

• Led brand growth through strategic communication, brand strategy & planning, focusing on consumer brands.
• Orchestrated mass media campaigns for Gatorade, including collaborations with PV Sindhu.
• Executed high-impact campaigns, transitioning brand positioning and contributing to Mountain Dew’s visual identity change.
• Conceptualized and supported Mountain Dew's first web series, 'Kangchenjunga Diaries'.
• Established and grew 'Dew Arena: India’s Largest Gaming Championship' as a yearly event.
• Launched new product innovation - 'Mountain Dew Ring Pull.'
• Supported water portfolio tie-ups with prominent events like Masaba Gupta & Lakme Fashion Week.
• Successfully built sales channels for Gatorade in premium gym chains and sports academies.
• Collaborated with key partners such as Mindshare, Edelman, Encompass, Nodwin, and CondeNast Travellers for successful annual programs.
• Strategically crafted propositions for B2B pitches with Domino’s and Burger King.

• Strategic PAN India campaigns | Tactical market focused regional campaigns | Corporate projects

• New product launches/re-launches | Managing brand communication & Strategic use of print media for brand promotion