Saiyam Arora

• Directed strategy, communication, innovation, commercial planning, and execution for a complex INR 300 Crores portfolio of 7 brands across manual and powered/electric toothbrush categories
• Increased Colgate's market share by +1.7% in a competitive landscape against P&G and Sensodyne
• Conceptualized and rolled out the re-launch of Gentle Sensitive, validating packaging design through shelf pickup tests
• Led re-branding and renaming efforts for the Gentle brand
• Spearheaded digital transformation for e-commerce content on electric brushes
• Collaborated with channel partners on geography-specific consumer and trade promotions, boosting weighted distribution by 450 bps and share among handlers by 250 bps
• Launched Colgate Total, planning Go-To-Market (GTM) strategies with Modern Trade (MT) and E-commerce to secure 0.5% market share within one year
• Identified and activated consumer need gaps in the portfolio
• Currently working with Oglivy to develop communications for the SlimSoft range, targeting a campaign launch by January 2025
• Executed print campaign in 9 states across 7 languages for SlimSoft Charcoal
• Managing a Production media budget of ~ 3 Cr and working media budget of 15 Cr

• Handling ~50% of India's eCommerce business with marketplace, e-grocery, e- beauty accounts; delivering YoY growth of >70%, MS>60%
• Developed and maintained relationships with customers as well as internal stakeholders across business, marketing, supply chain, finance and media
• Responsible for bringing new ways of working and processes with detailed offtake based approach
• Conceptualized and launched profitable celebrity/influencer packs by deeply analyzing shopper insights to ensure business delta of 20%
• Successfully premiumized the assortment on the marketplace platforms by ensuring a mix of promo laddering, search and display campaigns strategies; leading to increased net realization by>10%
• Taken marketplace accounts to direct ways of supplies to bring in OSA efficiencies of >18%
• Owning P&L of my set of accounts to deliver overall profitability >30%
• Conducted extremely successful marquee event of the year, delivering 9.3X BAU business and 2.5X of previous year's marquee event
• Media budget of 40 Cr to ensure business delivery, full funnel on-platform performance marketing (search and display campaigns), marquee events participation, N2Bs
• Handling a team of 1 direct reportee, 1 direct executive and have a support team of finance, supply chain and media
• Cross-trained existing team members and new joinees to maximize team agility and performance

Handled Marketplace and e-beauty platforms' business for L’Oreal’s consumer brands – Maybelline New York, Garnier, L’Oreal Paris. Delivered YOY growth of >100% in 2020, 2021 and Market Share > 40% across accounts.

• Responsible for liaising with internal and external stakeholder management across multiple functions of sales, marketing, finance and supply chain
• Negotiated and closed JBPs every year to attain the organization's growth plan while ensuring well optimized promo and media spends
• Strengthened and upgraded makeup and hair color category through tech initiatives including chatbots, Makeup Ginie/Modiface apps, contributing to category growth of >20% for the platform
• Transitioned e- beauty platforms to direct supply mode. Explored and implemented other supply chain models like Alpha lite for Flipkart
• Handled a media budget of over 20 Cr and strategized the best optimized search and display campaigns across my accounts
• Conducted Instagram Live, social media barter campaigns with Flipkart, leading to increase in awareness levels on MNY brand on FK by 1.4X
• Tracked full funnel performance results of brand campaigns and ensuring healthy ROAS >3.5, N2Bs>1.5X
• Liaised with marketing agencies to develop best in class A+/RPD content and advocacy campaigns on Flipkart’s PDP to get a perfect content score of 100

• Responsible for end to end sales management of the territory with the primary focus on Top-line delivery, secondary sales & brand priorities
• Drove L’Oreal’s mass FMCG business of consumer product’s division with monthly average business of 6Cr
• Delivered >18% for th Bangalore Metro territory
• Led a team of 5 direct reportees (BDEs) & 65 indirect reportees (Salespersons) working with 12 stockists/2 superstockists
• Exceeded targets by building, directing, and motivating high-performing sales team
• Established strong relationships with major accounts and key decision-makers to increase sales in designated territory
• Managed stock planning and demand forecasting for my territory
• Planned and executed new launches GTM in Bangalore Metro

• Conducted market research to identify new opportunities and target markets for Maybelline Fit Me compact
• Coordinated with design and media teams to develop high-quality creative assets
• Devised content strategy to effectively engage target audiences.
• Developed creative presentations, trend reports, kitted assets, and product data sheets
• Assisted in creating written, video and image content for marketing channels
• Maintained documentation, detailing assignments, in-progress work and completed project milestones
• Helped with planning and hosting of marketing events

• Project lead for the development and launch of a unique app for Pfizer to help them identify market gaps for their new launches
• Streamlined troubleshooting processes to improve system support and enhance communication between support team and end-users.
• Performed cost-benefit and ROI analyses for proposed systems.
• Designed tailored disaster recovery solutions to maintain uptime.
• Tested and analyzed equipment design and performance feasibility to determine potential ROI.