SANJAY KUMAR SHARMA
Gurgaon
Summary
An enthusiastic & high energy-driven professional; targeting challenging & Growth driven assignments as a Marketing Professional.
A goal-oriented professional with an experience of over 10 years in Brand Management, Product Launch, Trade Marketing, Advertisement & Promotions. Conceptualized & evaluated new campaigns that raised the brand profile and reinforce its position in the market. Capabilities in managing conceptualizing & implementing marketing strategies right from ideation, campaign, communication, business planning & projection, execution, post execution reports and tracking the progress. Achieved company sales target & category growth through development & implementation of BTL strategies within brands guidelines as well as customers & shoppers' expectations. Recipient of Exceed Excellence Award for Excellent Performance, 20 - 21, 21-22 Proven skills in spearheading new product launches: BTL Plan, Market identification and customized plan according to market needs and consumer segmentation.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Regional Customer Marketing Manager
Diageo India
03.2023 - Current
- Taking care of customer Marketing for BII & BIO scotches ( Black & White, Black Dog, Johnnie Walker) along with Innovation commercialisation ( American Pride, Smirnoff, X Series, Captain Morgan)
- Co-create and execute the Commercial Business Plan (CBP) in partnership with Sales Leadership, translating industry insights and market opportunities into high-impact customer marketing initiatives across the portfolio.
- Lead portfolio-level strategic planning anchored in the Consumer Choice Framework, developing annual marketing plans and cascading them into quarterly and monthly execution roadmaps.
- Own TTL budget management for the portfolio, aligning investments to identified growth drivers, ensuring disciplined budget release and high-ROI execution through cluster teams.
- Continuously track market and competitive dynamics to identify new growth opportunities including new SKU launches, LEP packs, and innovation pilots.
- Analyse industry trends, consumer shifts, and category performance to generate actionable business insights; proactively recommend strategies to capitalise on opportunities and mitigate portfolio risks.
- Conceptualise and deliver consumer-centric campaigns with end-to-end ownership—from strategy, proposition development, and execution to post-campaign evaluation.
- Partner closely with Brand, Shopper Marketing, and Sales teams to rollout national campaigns, ensuring best-in-class execution consistency and local market optimisation.
- Enable cluster teams through tactical interventions and market-specific solutions, responding to evolving on-ground realities while protecting national strategy integrity.
- Manage and collaborate with external creative and activation agencies, ensuring campaigns are insight-led, on-brand, on-time, and within budget
Regional Marketing Manager
Pernod Ricard India Pvt.Ltd.
Odisha
12.2021 - 03.2023
- Developing strategies for retail visibility, brand advocacy and product promotion
- Continually gathering and analyzing data and business intelligence from multiple sources (as well as internal sources like sales and customer service) - and using this data for creation of brand positioning roadmaps
- Conducted brand-positioning research to ensure that brand promotion plan is built on a relevant and differentiating foundation that is emotionally compelling to the consumer.
- Managed overall brand equity including consumer understanding, positioning statements, brand promotion plan, brand frameworks and guidelines.
- Identification of key brand agenda for the year and plan BDP based on same
- Activity wise classification of Marketing budget, monthly phasing of budget activity wise, implementation and tracking of same
- Annual, Quarterly, monthly brand marketing calendar design and implementation
- Brands SWOT analysis, identification of pain areas and weaknesses and how to counter them.
- Plan and implement digital marketing campaigns: Geo targeting, Pin code led activations.
- Define clear KPI's for Territory marketing manager and activation managers.
- Align team on annual plans and their implementation.
- Tracking of marketing campaigns and reporting
- Team development and training- On job guidance to the team, also organizing specific training session as per identified training need of the team.
- Measuring, monitoring, and reporting on customer satisfaction and vendor performance and implementing continuous improvement strategies
- Building and maintaining vendor relations; evaluated vendors, managed buyer processes, and analyzed reports.
- Established vendor training and Quality check process.
- Measuring ROI of all campaigns and recommending corrective actions for higher impact and lower cost per enquiry
- Marking out offline and online/digital trade marketing plans, worked with Digital and Media teams to develop the very best plans
- Annual Marketing budget management, Month on Month Phasing of budget and spend accordingly
- Company SOP and DOA adherence
Territory Marketing Manager
Pernod Ricard India Pvt.Ltd.
Rajasthan
12.2017 - 11.2021
- Develop annual marketing plan for North Region: Handling biggest portfolio of Diageo India which includes- MCD No.1, Royal Challenge, Antiquity Blue, Signature Rare & Premium, American Pride and Smirnoff Vodka, conceptualize & implement brand wise annual marketing plan with a budget of 70Cr.+
- Plan and implement 360-degree consumer activations at a scale of 15K retail outlets.
- New SKU and product launch- End to end launch strategies which includes commercial Business plan, identification of markets, Marketing activation calendar.
- Collaborate with sales team to create market specific promotional plans that align with brand objectives and market needs.
- Analyze market trends, customer insights and sales data to identify opportunities and optimize marketing efforts.
- Build and maintain strong relationship with key customers, distributors, and retail partners to ensure effective implementation of marketing activities.
- Manage marketing budgets, ensuring efficient allocation of resources to maximize ROI.
- Managing the launch of a new product including positioning, media, consumer promotions, and retail activation.
- Serving as a single point of contact between marketing department, finance and sales teams to achieve sales and budget objectives.
- Delivering the operating plan including market share, revenue, profit and return on investment for all the channels/categories of business.
- Identifying, developing & evaluating marketing strategy, based on knowledge of establishment objectives, market characteristics, Marketing budget classification activity wise.
- Assessing Points-of-Difference (Unique Brand Values) to determine positioning of brand and define its Unique Selling Proposition (USP) and identifying marketing means to communicate the same to Target consumers.
- Shaping strategic plans and overall marketing strategies in collaboration with external creative and media agencies for managing events and BTL Promotions.
- Developing project plans, estimating time requirements, establishing deadlines, monitoring milestones, reporting issues that impact product growth.
- Coordinating with financially strong and reliable channel partners, resulting in deeper market penetration.
- Felicitated with Best H1 Performer Award, 2019- 2020
- Received Best TMM Award in Zonal Conference, Dubai, 2018- 2019
- Recipient of Star Performer Award in quarterly performance, 2018
Asst. Regional Retail Manager
Gionee India Pvt.Ltd.
Rajasthan
06.2016 - 11.2017
- Collaborated with Store Managers to develop sales goals for each location, monitored progress toward those goals, and developed strategies to attract and retain customers.
- Managed daily operations, budgets, and set-up performance objectives and showcased innovation for retail visibility.
- Managed entire marketing operations for BTL Activation Product Launch Vendor Management TAT planning and its fulfillment.
- Planned and executed biggest mobile launch in Rajasthan for the model F103PRO and S6s, both models became highest selling model of the company.
- Conveyed innovation in retail branding by using digital glow signboards, hanging lit box for the company pan India location which made Gionee the most visible brand in Rajasthan.
Circle Marketing Officer (CMO)
Trust Marketing (Gionee Mobile)
Rajasthan
10.2014 - 06.2016
- Planned and executed innovative promotional events like OOH Advertising for product launch and brand promotion along with managing production.
- Monitored sales, supported the Brand Manager in all decisions, and ensured a high level of competitiveness for the brand in the market.
- Managed a team of 50 VMs (Visual Merchandisers) to ensure the best brand visibility in retail market.
- Strategized and rolled out activations/offer-led digital campaigns for maximizing engagement, acquiring new customers and generating walk-ins to stores.
Manager (Marketing & Event Activation)
IIEMR (Indian Institute of Event Management Research)
Rajasthan
04.2014 - 10.2014
- Provided support in accomplishing marketing objectives by planning, executing the Promotional Events.
- Managed all customized events and designed the whole theme of the event as per the requirements of clients.
- Maintained effective internal communications to ensure that all relevant verticals were kept informed of marketing objectives and activities.
Education
MBA - Marketing & Finance
R A Podar Institute of Management
JaipurBBA -
Poddar International College
JaipurHSC -
L K Public School Kota
KotaSSC -
M K Memorial School
Skills
- Trade & Category Strategy
- Brand & Portfolio Management
- New Product / SKU & LEP Launches
- Integrated Promotions & BTL Campaigns
- Brand Positioning & In-Market Translation
- TTL Budgeting & ROI Management
- Commercial & Strategic Planning
- Cross-Functional & Agency Leadership
- Execution Excellence at Scale
- Team Leadership & Time Management
Certification
- Digital Marketing Certification Program, Pernod Ricard, 2021
- Digital Marketing Tools and Services, LinkedIn
- Digital Marketing Foundations, Brad Batesole, LinkedIn
Languages
- Hindi
- English
- Hindi
Personal Information
Date of Birth: 07/10/90
Highlights
- Best H1 Performer Award, 2019-2020
- Best TMM Award in Zonal Conference, 2018-2019
- Star Performer Award in quarterly performance, 2018
Executive Profile - Summary
A goal-oriented professional with an experience of over 10 years in Brand Management, Product Launch, Trade Marketing, Advertisement & Promotions. Conceptualized & evaluated new campaigns that raised the brand profile and reinforced its position in the market. Capabilities in managing conceptualizing & implementing marketing strategies right from ideation, campaign, communication, business planning & projection, execution, post execution reports and tracking the progress. Achieved company sales target & category growth through development & implementation of BTL strategies within brands guidelines as well as customers & shoppers' expectations. Recipient of Exceed Excellence Award for Excellent Performance, 20 - 21, 21-22. Proven skills in spearheading new product launches: BTL Plan, Market identification and customized plan according to market needs and consumer segmentation.
Languages
English
Advanced
C1
Timeline
Regional Customer Marketing Manager
Diageo India
03.2023 - Current
Regional Marketing Manager
Pernod Ricard India Pvt.Ltd.
12.2021 - 03.2023
Territory Marketing Manager
Pernod Ricard India Pvt.Ltd.
12.2017 - 11.2021
Asst. Regional Retail Manager
Gionee India Pvt.Ltd.
06.2016 - 11.2017
Circle Marketing Officer (CMO)
Trust Marketing (Gionee Mobile)
10.2014 - 06.2016
Manager (Marketing & Event Activation)
IIEMR (Indian Institute of Event Management Research)
04.2014 - 10.2014
MBA - Marketing & Finance
R A Podar Institute of Management
BBA -
Poddar International College
HSC -
L K Public School Kota
SSC -
M K Memorial School