Sachin Rai
Sr. Manager Trade Marketing
Mumbai,Maharashtra
Overview
12
12
years of professional experience
5
5
years of post-secondary education
3
3
Languages
Work History
Sr. Manager Trade Marketing
Nobel Hygiene
Mumbai
08.2023 - Current
- Manager Adult Diaper friends and Baby Diaper i.e. Teddyy with 1200 Cr Turnover with Trade Spend of 8%.
- Leveraged data and analytics to make informed decisions and drive business improvements.
- Develop sales plans and budgets to achieve or exceed the annual sales objectives for the company. Monitor and control the sales budget to ensure optimum utilization of resources in the region.
- Generate sales of company products in the region through a team of salesmen to achieve or exceed the annual sales targets.
- Conduct regular market visits to check route coverage, and competitor activity and continuously search for new opportunities to increase sales in the region.
Sr .Manager Trade Marketing
DFM Food
Noida
8 2022 - 07.2023
- Manage snack category such Chips, Namkeen and Rings with turnover of 800 cr with 8% of Trade spend
- Execute brand specific commercial calendar covering priorities based on distribution objectives by sales volume
- Work in close coordination with Sales team for implementation of all channel activities, including point of sales merchandizing and promotions
- Coordinate with internal/external teams and prepare promo, planogram and shelf designs with respect to branding guardrails defined by category teams
- Develop and implement local market promotions to promote sales and provide feedback on new product launches or re-launches
- Coordinate with indirect procurement team for promo execution material requirements
- Support field sales teams in execution of activities and in achieving their sales and budget objectives, while ensuring desired product benefits and brand values are properly communicated to customers
- Provide guidance to channel merchandisers and distributors
- Manage Trade Marketing & Brand Activation budgets & control spends
- Prepare reports on point-of-sale trend, market share, outlet coverage, channel execution as well as assortment and promotion performance
- Prepare reports on brand spends, Nielsen data.
- Provide reporting of customer intelligence to sales teams.
Sales Development Manager
Unicharm India Pvt.Ltd
Gurgaon
01.2021 - 07.2022
- Lead the Business of Diaper (Baby care & Adult) Mamy Poko diaper and Lifree Free adult diaper and Famine hygiene i.e Sofy Sanitary Napkin with Business size of INR 2000 Cr
- BTL Management: Closure of inputs with HO Marketing team, scheme letter creation, ongoing BTL interventions, collaboration with ZSMs on scheme design, scheme provisioning, syncing BTL inputs to regional priority calendar, ROI calculations and BTL optimization
- Channel program management: Reviews of 3P merchandizing team, retail royalty program visibility calendar planning and management, review of Retail(GCP), Wholesale (Bandhan) and Rural(Sakura) loyalty programs, target setting and planning of interventions in loyalty program outlets, monitoring of Width of Achievement (WoA)
- Micro Marketing(CMM): Liaising with brand team for closing action plans on key opportunities or concerns in micro markets, planning of activation calendar, execution of on ground activations, collaboration with service and POSM vendors and end to end management
- Distribution enhancement: Planning and execution of activations designed to result in Weighted distribution (WD) and Numeric Distribution (ND) gains for key brands
- Driving NPDs: Plan and execute NPD launches, monitor NPD distribution and scale up
- Forecasting and stock planning: Collaborate with demand planning team on 3 month rolling forecast and with logistics team on stock monitoring Provide guidance to channel merchandisers and distributors.
Customer Marketing & Activations Manager
Tata Smartfoodz
Mumbai
03.2019 - 12.2020
- Lead MT, GT & Ecommerce channel for RTE brand i.e Tata Q (Pasta, Noodles, Biryani, Thai-curry, Appetizer & Exciting Combo in Veg and Non-Veg)
- Achieve superior visibility of our products in all channels through execution excellence by leveraging relationships in trade and sales teams across region
- Work closely with Shopper Activation and Planning Manager to develop collateral's which can be deployed effectively through 3P merchandising set up
- Create panel of best in class MICE and execution agencies with quick turnaround capabilities to support shopper activation execution plans
- Lead GTM (Go to Market) for all categories with respect to new product launches
- Achievement of desired Sell-ins, facings and visibility scores as per quarterly merchandising plans
- Ensure that SNOP incorporates inputs of shopper activation promotion quantities and stock is made available for sales team for billing as per plan
- Ensure that Retail visibility scores reflect aligned visibility objectives
- Training of off roll and On roll sales team (DSR, SO, Promoter etc.)
- Well Verse with Use of SAP tool and Botree.
Trade Marketing Manager
Danone-Narang Group
Mumbai
04.2017 - 03.2019
- Handle Product Portfolio: Ocean Aqua beverages, Kid Beverages, OceanOne8 Energy drink,Tonic and Soda water along with Qua water that accounted for over 208 cr in turnover
- Project Fountainhead - initiation and field execution of shopper channels in Narang
- Developed GTM strategy for new launch Kid Beverages
- Channel projects such as Energy Drink penetration drive in Wholesale
- Develop and Execute plan for entire category
- Tracking and Review of Brand wise, Channel wise, Region wise Category and Financial sales
- Planning & execution of Trade marketing promotions/ BTL programs for entire brand portfolio across channels/region within category
- Build calendar for each activity based on building blocks
- Execute as per plan by proper communication down the line to Regional teams and Sales team (GMs/RSMs)
- Planning and execution of loyalty programs for Trade partners and aligning them to business goals
- Visibility- Plan/implement merchandising/visibility progress, POSM sourcing & execution,Vendor Management-Cost and process compliance
- Budgeting for TM spends across all brands /channels /regions.
Assistant Manager (Baby Div.) Trade Marketing
Danone Nutricia
Mumbai
04.2014 - 03.2017
- Develop and execute modern/general trade promotion calendar through effective utilization of Trade Spend Budget for Profitable growth of category
- Tracking the Performance for Promo & Outdoor visibility & providing regular update on the same through MIS reporting
- Account Management such as Joint business planning with category managers, TOT finalization, listing of new products & SKUs, vendor mapping, planning & designing promotions, and operating aging-based liquidation programs
- Managing Key accounts for west region like Future group, Adits Birla Retail, D-Mart,Reliance, Tesco, Hyper city, Nature's Basket, Spencer, Amazon, Bharti Retail etc
- To work & implement promos, visibility and necessary support to enable achievement of sales plan; engage with field teams for execution of the plan
- Developing and evaluating consumer promotion activities
- Conceptualize and plan for merchandising initiatives for the existing products and new launch
- Customize brand plans and commercial guidelines to meet the objectives of the division
- Drive promotional effectiveness by using in-store resources, securing best location and ensuring retailer compliance
- Other Projects: Canteen Stores- CSD
- Structuring special rates and margins for CSD
- Visibility of products at the URC stores
- Ensure proper forecasting/planning of demand so that excess inventory is not built up
- Maintaining a 40-45-day inventory cycle
- Maintaining a balance of inventory so that short supplies/stock out situations are not created
- Methods to liquidate dead/slow moving stocks.
Area Sales Manager
Danone_Nuticia
Patna
10.2012 - 03.2014
- Responsible for sales targets and driving sales growth
- Handling consolidated value of 240 crores per annum
- Creating, maintaining and improving an efficient distribution system
- Managing 30 distributors and 10 sub-stockiest
- Geographical span of control of 6 districts of Bihar and Jharkhand
- Leading and training field sales force
- Managing a team of 27 people and directly handling 6 reportees
- Responsible for planning and conducting training programs for direct sales force as well as indirect sales force of 60 salesmen
- Managing budgets and controlling costs
- Optimizing trade promotion spends and deployment of visibility budgets
- Controlling costs through monitoring of breakage, expiry, etc.
- Maintained financial controls, planned business operations and control expenses while identifying and pursuing opportunities to grow business operations and boost profits
Management Trainee
Danone Nutricia
Patna
10.2012 - 01.2013
- Sales training (Patna)
- Rural Sales Officer training
- Brand management project - anchoring 'Brest Milk is of Gold standard' - Farex (Infant formula and Weaning Cereals).
Education
MBA -
Narsee Monjee Institute of Management Studies
Mumbai India 07.2010 - 05.2012
Bachelor of Pharmacy - Pharmaceutical Sciences
SPTM Mumbai University
Mumbai India 01.2007 - 03.2010
High School Diploma -
CBSE Board
LucknowU.P.Sainik School Grade-10th (Science) - undefined
CBSE Board
Skills
Pricing strategy
Market Trends Analysis
Budgeting and Allocation
Data-driven decision-making
Consumer Insights
In-store Communication
Trade Promotions
Data Analytics/Nielsen
Personal Information
Marital Status: Married
Timeline
Sr. Manager Trade Marketing
Nobel Hygiene
08.2023 - Current
Sales Development Manager
Unicharm India Pvt.Ltd
01.2021 - 07.2022
Customer Marketing & Activations Manager
Tata Smartfoodz
03.2019 - 12.2020
Trade Marketing Manager
Danone-Narang Group
04.2017 - 03.2019
Assistant Manager (Baby Div.) Trade Marketing
Danone Nutricia
04.2014 - 03.2017
Management Trainee
Danone Nutricia
10.2012 - 01.2013
Area Sales Manager
Danone_Nuticia
10.2012 - 03.2014
MBA -
Narsee Monjee Institute of Management Studies
07.2010 - 05.2012
Bachelor of Pharmacy - Pharmaceutical Sciences
SPTM Mumbai University
01.2007 - 03.2010
Sr .Manager Trade Marketing
DFM Food
8 2022 - 07.2023
High School Diploma -
CBSE Board
U.P.Sainik School Grade-10th (Science) - undefined
CBSE Board
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