RUCHI SAMVEDI

Over 15 years of experience across Retail, FMCG marketing and Brand Strategy. Currently leading the category team at American Tourister, India's largest Travel and Lifestyle brand.

Organized and dependable team leader successful at managing multiple priorities with a positive attitude. Willingness to take on added responsibilities to meet team goals.

Eager to learn, ready to deliver!

• Member of the Asia Diversity and Inclusion Team for Samsonite. Selected to represent India region for the Cross Functional and Global Project.
• Selected for a Cross Functional Team Project in 2007 for Raymond that involved studying opportunities for the Retail business.
• Selected as a Young Leader in 2009 and currently a part of Raymond Young Leadership Program, a two year course in association with Welingkar Institute of Management.

• Brand Head – American Tourister, 02/16 - Present, The current role involves detailing the brand strategy that incorporates the corporate goal of leading the travel industry. The position entails product planning, new initiatives, pricing, inventory planning, promotion, advertising, and P&L management. Noteworthy achievements include: Development initiatives in backpacks to take the brand to No 1 position in ecommerce. The channel sales doubled in two years. Brand sales grew by 18-20% in 2018 and 2019, well above the industry average. Brand share in Hyper increased by 500 bp in 2 years. Identified new growth category for the brand, which is estimated to add Rs 100 cr in 3 years. The brand ranks as Top 2 brands in affinity and recall – Nielsen research’18. Led the development initiative of one of the most visible campaigns and launch – Champions Edition in 2018.
• Brand Head – Samsonite, 10/13 - 01/16, Key achievements: Led Samsonite’s Hardside growth story in India to align with the company’s global vision. Successfully implemented airport product planning and strategy for Samsonite. Currently, these stores contribute 40% to the retail business and deliver growth in excess of 15%. Inventory health improved to meet the global standards. Gross Margins exceed company’s laid norms in Samsonite. Led the planning of two key growth initiatives – Samsonite leather business and Airport Exclusive Strategy.
• Brand Manager at JK Helene Curtis Ltd, 07/08 - 10/10, Brand Management of Park Avenue personal care and Premium home care Portfolio management - SKU launch, analysis and pruning of portfolio to ensure topline and bottomline growth. New Product Introduction - Product ideation, packaging, product development and product launch. Also exposed to organizing launch conferences on a Pan India basis. Market research – Initiate market research for brand development. Involved in Animatics research to test ads. Have also been involved in Usage and Attitude Research, Delta Moment and Skin care study and extensive Home care research. Advertising and sales promotion: Media planning, ground activation and promotional activation to increase sales Data Analysis Agency Management. Key achievements: Championed the new range launch of Park Avenue deodorants in Jan’10: The new range sales have grown by 75% over the Last Year (volume wise) against the industry growth rate of 30% (Nielsen RSA data). The brand regained No 3 position valuewise in the Deodorant market in Apr- Jun Quarter of 2010. (Source: Nielsen RSA data)
• Marketing of the retail network – The Raymond Shop, 04/06 - 06/08, New store launches: Service franchisee network: Co-ordinate with franchisees and provide marketing collaterals for local campaigns. Mediate between the franchisees and media agencies. Develop content and edit the monthly retail newsletter for trade, internal and agency communication. Budgetary planning and reporting of Marketing spends