Sanjay Singh

Roles & Responsibilities:

1. Assist in designing and developing marketing collaterals and promotional materials.
2. Ensuring higher brand and product visibility by executing communication and branding activities in terms of ATL and BTL activities.
3. Planning and execution of all communications and media actions on all channels, including online and social media platforms.
4. Assisting with product development, pricing and new product launches as well as developing new business opportunities.
5. Analyzing our brand positioning and consumer insights
6. Helping shape and communicate our vision to the customers
7. Translating brand elements into plans and go-to-market strategies

8. Studying product life cycle and planning marketing activities aligned to it.

Business Analytics:-

• Tracking of Regional & Market performance on the basis of ADS & ADT/ SSSG SSTG/ APC
• Insights on regional sub category movement on AUV metrices
• Weekly tracker of Top & Bottom 10 stores on the basis of ADS & ADT/ SSSG SSTG/ APC
• Deep dive on any specific concern- Dine in/ Delivery across vertical's- Mall/High Street/ Corporate/ Transit stores
• Tracking & evaluating the AUV of New Launch performances- Regional/ Market/ store wise contribution

Retail Marketing: -

• Driving & executing retail marketing initiative in consultation with Operations as per plan
• Finding reason of degrowth and driving action plan for Bottom 10 stores every month as per plan
• Introducing innovation in Retail Marketing to drive footfalls
• Cross Promotion Tie-Up with Malls/ Brands for better visibility of New Launch/ Combo offers/ Exclusive offers for any particular store
• Maintaining OOH visibility Calendar for all stores

New Product Launch: -

• Changeover of Facade & OOH to new Key visuals/ Value campaign
• Errorfree & Intime execution of Facade & OOH visuals
• Collating Feedback on new product from GEM's from all stores

Visual Merchandising: -

• Changeover of Façade & OOH to Key Visuals of promotion
• Maintaining repository of all branding elements available inside store with dimensions
• Updating A-la-carte menu on timely basis
• DriveThru visibility and ease of choice making from the menu board with latest LTO & King Collection products

Competition Check: -

• Checking and sharing price benchmark with competition for all products fortnightly
• Competition visit every week & highlighting any new introduction/ activation done

New Store Opening & Others: -

• Planning & executing New store plan across all BTL & ATL vertical's- Print Ad/ Radio/ OOH/ Mall/High Street Branding visibility/
• 3 months sustenance awareness drive for New Store
• Visiting all restaurants every quarter for branding effectiveness and business update

• End to End Planning & execution of attractive in all the 14 stores events & festivals to drive heavy & consistent footfall in the stores
• Managing & handling Google My Business page for each of the 14 stores
• Planning and Executing Below The Line marketing activities for all the stores which includes catchment Analysis, competition study, SEC Mapping, designing & executing Leaflets, Posters, Banners, and mall communications. Execution of Container Sales at different societies across North
• Liasioning with Mall authorities for conducting mall activities and End of season sale activations
• Vendor management : liasioning with vendors for installation of Branding and communication collaterals
• Channel partner Tie-ups for the "First Citizen" Loyalty program (ranked 2nd best after Jet Airways) to add to the goodwill of the Brand "Shoppers Stop" & to enhance customer experience even outside the stores
• SOH/SOR activities: Space on rent and space on hire liasioning with brands for selling dynamic and static spaces on rent.
• Conducting BTL activities in schools, colleges, RWA's, malls and Clubs to create brand awareness and converting members into potential customers of Shoppers Stop
• Working with Omni channel to generate retail sale through different mediums like Shoppers Stop app, Shoppers Stop website etc.
• Execution of assigned promotions at Area Level
• Planning and execution of below the line initiatives to support store promos
• Planning and execution of the local marketing calendar for the year
• Collation of data for all markets and competition analysis /body
• Media and competition review
• Building relationships with the store team (operations, visual merchandising, B&M)
• Executing marketing plans through team work at front end
• Expense Reporting - Timely and accurate reporting of expenses - self initiatives and unit level expenses

• End to End Planning & execution of attractive in all the 3 stores events & festivals to drive heavy & consistent footfall in the stores.
• Liasioning with Mall authorities for conducting mall activities and End of season sale activations.
• Vendor management : liasioning with vendors for installation and uninstallation of Branding and communication collaterals.
• Channel partner Tie-ups for the "First Citizen" Loyalty program (ranked 2nd best after Jet Airways) to add to the goodwill of the Brand "Shoppers Stop" & to enhance customer experience even outside the stores.
• Conducting BTL activities in schools, colleges, RWA's, malls and Clubs to create brand awareness and converting members into potential customers of Shoppers Stop.
• Working with Omni channel to generate retail sale through different mediums like Shoppers Stop app, Shoppers Stop website etc.
• Execution of assigned promotions at Unit Level.
• Planning and execution of below the line initiatives to support store promos.
• Execution of the local marketing calendar for the year.
• Media and competition review.
• Executing marketing plans through team work at front end.
• Expense Reporting - Timely and accurate reporting of expenses - self initiatives and unit level expenses.

• POSM development and execution.
• Packaging & Designing (Brand Architecture).
• First hand coordination vendor and agencies.
• Activation tie ups.
• Digital marketing coordination and executions.
• Coordination with secondary research agencies and analysis.
• Responsible for liaising with agencies, media buyers, creative production companies and other suppliers as required.
• Oversee marketing and advertising activities, Planned and executed World Food India event in 2017.
• Executed 360 degree program for Japanese snacks KARI KARI.
• In shop branding for Daawat Brand, Daawat Dubar in MT channels.
• Executed promoter activity for Daawat Biryani in South India.
• Regularly doing Trend analysis & GAP analysis and presenting to Brand Managers.
• Monthly planning and report submission on Brand wise, Region wise trends.
• On the basis of trend analysis, planning and execution of consumer promotion.
• Worked on 5 year plan with the Brand manager & Business Leads.
• Regularly planning on consumer promotion and retail activation on the basis of market inputs.

• Follow ups with the creative agency.
• Coordination with internal & external Packaging Dept.
• Preparation of monthly data.
• Market visit for tracking of Schemes & competitors activity.

• Responsible for Primary and Secondary targets
• Update sales MIS, generate periodic reports and share with the regional head and institutional sales head for inputs in order to achieve targets
• Constantly track competitor activity within the area and suggest ways and means to deal with the same
• Develop long term relationships with channel partners & key customers to ensure repeat business

Project Title: Customer perception towards Urzza Major Contribution/Learning:.

• Responsible for generating leads for corporate sales.
• Increased 50% sales by adding new clients compared with last month.
• Conducted research on 'Customer perception towards Urzza'.
• CSR Project (Oct 2014).

Project Title: Woman Empowerment & Children Education

• Made 50 parents aware about their Children’s Education and the importance of hygiene.
• Taught 25 children on hygiene, education in their life
• Got 30 Questionnaires filled from Parents of slum area in order to know their level of awareness about Hygiene, Education of children and Sanitation.