Sanadiip Mazzumdar
Mumbai
Summary
Results-driven marketing leader with extensive experience in brand strategy and e-commerce development at Riant Atelier. Expertise in visual merchandising and performance marketing, delivering innovative campaigns that enhance brand visibility. Proven ability to translate strategic insights into successful initiatives, improving market positioning and consumer engagement.
Overview
27
27
years of professional experience
Work History
Head of Marketing (APEC)
Riant Atelier (THEODORE)
Mumbai
06.2024 - Current
- As the Head of Marketing for the Asia Pacific Economic Cooperation regions at Theodore, I have the privilege of shaping the growth and global recognition of this distinguished luxury menswear brand.
- With a deep passion for luxury lifestyle, I'm driven by a constant pursuit of marketing excellence, always aiming to elevate our strategies to new levels of sophistication.
- This role is both exciting and challenging, offering me the opportunity to craft and implement marketing strategies across diverse time zones and cultural landscapes.
- Every day presents a new chance to innovate, pushing the brand's prestige and market position forward.
- In this position, my goal is to transform bold ideas into tangible successes, helping to elevate Theodore's standing in the luxury fashion world.
- It's an exciting journey, and every step marks a significant milestone in my professional growth.
- Being part of a multinational start-up from its early days has been a uniquely rewarding experience.
- Milestones Achieved in the First Ten Months of Role Commencement:
- - Crafted a compelling brand positioning strategy along with associated narratives.
- - Conceptualized and executed E-Commerce and lifestyle photoshoots.
- - Produced the brand film from ideation through to final execution - Shot at Istanbul, Turkiye.
- - Spearheaded the development of the E-Commerce website.
- - Defined the Visual Merchandising principles for the brand (for both online & offline).
- - Styled lookbook for the first collection.
- - Assembled a dynamic, cross-country team of Brand, Performance & Digital Marketers, PR & Events professionals, CRM professionals and Visual Merchandiser & Stylists.
- - Identified and onboarded key partners for Communications, PR, Digital, Social Media and Event & Activations (Cross-Country).
- - Defined SEO principles and Performance Marketing matrix in alignment with the identified agency.
- - Defined Go-To-Market principles and designed impactful campaigns.
- - Devised the Marketing Budget and Calendar through to Eid, March 2025.
- - Coordinated Salesforce tools integration for Marketing, CRM, and Analytics.
- - Developed and initiated the Brand Community orientation process.
- - Identified and designed the Experience Centre in Dubai.
- - Defined Visual Merchandising principles for both the Experience Centre and flagship store.
- - Designed and budgeted the Launch Campaign.
- - Outlined the foundational principles for the inaugural Trade Show.
- - Developed the Brand Guidelines.
- - Designed the first Look Book in collaboration with the merchandising team.
- - Established Dubai operations, including the E-Commerce and Q-Commerce fulfillment centres.
Managing Consultant
Magic Culinary
04.2021 - 03.2024
- Taking the reins of my uncle's non-branded food business in the aftermath of his unfortunate demise due to COVID-19, I transformed it into Magic Culinary, a thriving specialty multicuisine company.
- Over the course of 24 months, I orchestrated a comprehensive overhaul.
- 1. Category Business Planning: Analyze macro environment trends, consumer behaviors, internal business imperatives, industry scenario to conceptualize region wise volume projections.
- 2. Brand Planning: Analyze MR data for growth prospects, change in brand positioning, brand health.
- 3. Portfolio Planning: Analyze industry trends, market competitiveness of products and services, consumer requirements etc. to identify gaps in the current brand portfolio.
- 4. New Product/Product Extension Planning, Development and Launch: Gather inputs from consumer insights, coordinate for Consumer Preference Testing & initiate new product launch.
- 5. Brand Communication, Development and Execution: Prepare communication brief detailing the need for brand communication, priority market and target segment for the communication.
- 6. Consumer Promotion (Local Market): Conceptualize consumer promotion schemes and co-execute with agencies.
- 7. Brand Plan Review: Evaluate the effectiveness of brand communication, trade and consumer promotions and overall brand health by conducting variance analysis.
- 8. Consumer Complaint Redressal: interact with customers to identify the root cause of market complaints, and coordinate with various functions to address consumer complaints.
- 9. Market Research Conceptualization and Execution: Participate in field work related to market research to obtain first-hand consumer insights.
- 10. Market Research Findings Implementation: Participate in identification of key trends from the market research report and usage of key trends for building brand initiatives.
- 11. Media Activation: Plan and prepare the brief for event activation, and plan execution with agencies.
- Financial Milestones: Through sustained effort, the business achieved break-even, secured a solid market standing and attained a cash-positive status despite being a bootstrapped start-up.
- Used evidence-based, forward-thinking strategies to bring about and improve change at all levels.
AGM Visual Merchandising, CreatiCity
Deepak Fertilizers and Petrochemicals Corporation Limited
Pune
08.2017 - 03.2021
- Established and maintained visual merchandising functions for Creaticity, one of South Asia's largest creative living campuses.
- Successfully rebranded the premises, executed SKU-led promotions, and developed strategies for store aesthetics and navigation.
- Spearheaded thematic VM decor setups, event decor, and merchandise presentation, contributing to additional revenue streams.
- Additionally worked with the industrial chemical team to launch the company's sanitizer brand CORORIDCLABE DOUGH.
Visual Merchandising and Experiential Marketing Strategist & Consultant
Class TTouch
Mumbai
03.2014 - 07.2017
- Orchestrated multi-functional activities for new store launches, retail marketing campaigns, and thematic VM campaigns for leading malls.
- Conceptualized and executed retail events, ensuring outstanding outcomes within predefined budgets.
Head Visual Merchandising (South Asia)
PUMA Sports India Pvt. Ltd.
Bengaluru
06.2012 - 01.2014
- Led visual merchandising functions for South Asia, managing 312 stores across India, Sri Lanka.
- Planned yearly VM calendars, conducted store visits, and organized VM training summits for retail and sales teams.
- Developed the first carbon Neutral store for the brand!
Sr. Manager-Marketing
Carrefour Cash & Carry India
Gurgaon
02.2010 - 05.2012
- Company Overview: Carrefour is the largest French retailer.
- As a key member of the primary task force appointed by Carrefour, I played a pivotal role in the wholesale cash & carry expansion across the Indian subcontinent.
- My responsibilities included strategic expansion, contributing significantly to Carrefour's expansion in the Indian wholesale market showcasing a keen understanding of the unique dynamics of the Indian retail landscape.
- Carrefour is the largest French retailer.
Manager-Retail Infrastructure (EPC Dept.) Visual Merchandising
Reliance Retail Limited
Mumbai
07.2007 - 07.2009
- Oversaw the design, planning, procurement, and execution of VM and marketing products and services for new store setups and maintenance.
- Achieved significant savings in branding spends through standardization across all Reliance Retail formats nationally.
- Joining the Reliance team during the peak of rollouts has been an incredible experience!
Deputy Manager - Visual Merchandising (Experience Design)
PANTALOON Retail India Ltd.
Mumbai
03.2005 - 06.2007
- In this role, I played a pivotal part in shaping the visual merchandising and experience design for Pantaloon Retail India Ltd., contributing significantly to the company's success during the financial year 2006-07.
- Key achievements include successfully executing campaigns for both value and lifestyle format stores, showcasing a keen understanding of diverse retail environments.
- Exceeded targets by an impressive 137% in brand spend for the financial year 2006-07, demonstrating a commitment to excellence and achieving outstanding results.
- The team received recognition for the best design in POP Asia 2007, specifically for Farm Fresh and Footwear Bazaar.
- Played a key role in launching new formats such as MELA (home finishing store), DEPOT (book and music store), KORIO (electronic private label), Beauty and Health (spa and fitness centers) nationally within a span of 7 months.
- Contributed to the technological advancement of visual merchandising by creating a VM article master in SAP, enhancing efficiency and coordination within the organization.
Manager-Retail Communications
MUDRA Communication
Mumbai
01.2002 - 12.2004
- In this role, I took on managerial responsibilities in retail communications, contributing to the effective communication strategies for Mudra Communication.
- Responsibilities included developing and implementing strategic communication plans to enhance brand visibility and engagement in the retail sector.
Major Accounts Manager (Digital Printing & Signage)
METROMEDIA Technologies
Mumbai
04.1999 - 12.2001
- As the Major Accounts Manager at Metromedia Technologies, I managed digital printing and signage solutions for key clients, contributing to the growth and success of the organization.
Intern
GMS Technologies INDIA (LAZOR)
Mumbai
09.1998 - 03.1999
- During my internship at GMS Technologies INDIA (LAZOR), I gained valuable hands-on experience and exposure to the technology and processes within the organization.
Education
GNIIT Course -
NIIT Ltd.
01.1996
Graduation - B.Com, First Class
Mumbai University
MumbaiNODE - Experiential Marketing
National Institute of Design
ICSC & ISC -
De-Nobili School
DHNSkills
- Brand strategy
- E-commerce development
- Visual merchandising
- Performance marketing
- Market research
- Digital marketing
Latest Training
Fashion Marketing trends, Instituto Marangoni, Dubai, 12/01/24
Web
www.sanadiipmazzumdar.com, linkedin.com/in/sanadiip-mazzumdar-414a87129
Personal Information
Title: Brand & Retail Marketer, Visual Merchandiser
Awards Recognitions
- VMRD Jury Award for Best Visual Merchandising Concept, 2007
- Merit Winner at VMRD for Best Visual Merchandising, 2013
- Winner of Best Visual Merchandising & Special Recognition for Sustainability Drive at PUMA SE Global Awards, 2014
- VMRD Jury Award for Campaign 'MAYATATWA SANGAM', 2019
Professional Enhancements
- GNIIT Course, NIIT Ltd., 1993-1996
- Various workshops on Visual Merchandising, Materials Management, and Sustainability, Various, Ongoing
- Training at Carrefour and 3M Labs, Ongoing
Timeline
Head of Marketing (APEC)
Riant Atelier (THEODORE)
06.2024 - Current
Managing Consultant
Magic Culinary
04.2021 - 03.2024
AGM Visual Merchandising, CreatiCity
Deepak Fertilizers and Petrochemicals Corporation Limited
08.2017 - 03.2021
Visual Merchandising and Experiential Marketing Strategist & Consultant
Class TTouch
03.2014 - 07.2017
Head Visual Merchandising (South Asia)
PUMA Sports India Pvt. Ltd.
06.2012 - 01.2014
Sr. Manager-Marketing
Carrefour Cash & Carry India
02.2010 - 05.2012
Manager-Retail Infrastructure (EPC Dept.) Visual Merchandising
Reliance Retail Limited
07.2007 - 07.2009
Deputy Manager - Visual Merchandising (Experience Design)
PANTALOON Retail India Ltd.
03.2005 - 06.2007
Manager-Retail Communications
MUDRA Communication
01.2002 - 12.2004
Major Accounts Manager (Digital Printing & Signage)
METROMEDIA Technologies
04.1999 - 12.2001
Intern
GMS Technologies INDIA (LAZOR)
09.1998 - 03.1999
GNIIT Course -
NIIT Ltd.
Graduation - B.Com, First Class
Mumbai University
NODE - Experiential Marketing
National Institute of Design
ICSC & ISC -
De-Nobili School
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