SAURABH Kumar Verma
Noida
Summary
Trade Marketing & Sales professional with 13+ years in Distribution, Business Development, New Product Launches, BTL Campaigns, and Stakeholder Management in Alcobev and FMCG sectors. Skilled Trade Marketing Manager with expertise in driving brand visibility, brand awareness & sales growth. Adept at cross-functional collaboration, budget management, and leveraging data to optimize ROI.
Overview
15
15
years of professional experience
Work History
Assistant Customer Marketing Manager
Suntory Global Spirits
Noida
09.2022 - Current
- Developed and executed comprehensive annual trade marketing plans for a premium spirits portfolio across Uttar Pradesh & Uttarakhand, directly contributing to regional brand growth.
- Managed an annual budget of over ₹4 crore, consistently delivering campaigns on time and within financial targets while maintaining a zero-overspending record.
- Revitalized the brand's in-store presence by developing and implementing a new POS material strategy for over 250 outlets, leading to a quantifiable +70% increase in brand visibility.
- Led and coached a team of 24 brand ambassadors to drive product off-take. Coordinated with key vendors to ensure seamless and timely execution of all on-premises events and promotional activities.
- Coordinated and executed the successful market launch of two key brands, Teacher's (new Viz ID) & Oaksmith Gold, in close partnership with central brand and state sales teams.
- Monitored and tracked the performance of all marketing assets deployed in the market, utilizing data and market insights to ensure maximum ROI and optimize future initiatives.
Territory Marketing Manager
Pernod Ricard India
Ludhiana
05.2022 - 09.2022
- Managed all BTL, ATL, and BI budgets for the Punjab region.
- Drove state-level brand activities, including consumer activations, events, and brand visibility initiatives to boost sales and awareness.
- Coordinated with brand marketing and regional sales teams to plan and execute customer marketing initiatives.
- Developed and implemented channel-specific visibility strategies, innovating with display units and collateral to enhance brand presence.
- Created consumer demand and facilitated effective sell-out through targeted activations and strategic portfolio leveraging.
- Handled all aspects of vendor relations, including negotiation, onboarding, performance management, and project timeline communication.
Territory Marketing Executive
Pernod Ricard India
Varanasi
04.2021 - 04.2022
- Directed and executed all trade marketing activities across a 9-district centered in Varanasi, ensuring alignment with brand strategy.
- Led the timely execution of promotional campaigns, including VAPs, GWPs, and specialized Key Account Activations in both On-Trade and Off-Trade channels.
- Planned, executed, and monitored the strategic distribution and deployment of POSM stocks to maximise brand visibility and meet territorial targets.
- Conducted product knowledge and activation training for the 3rd-party sales team and promoters to ensure effective campaign rollout and asset deployment.
- Successfully managed the launch of brands like Oaken Glow & Imperial Red Rum, by planning and executing promotional initiatives and monitoring key outlets at the tertiary level.
- Secured 2nd rank in the regional contest for NPD brands in 2021-22.
- Received senior management appreciation for the successful planning and execution of a Mega Display drive in Varanasi.
Regional Sales Executive
Pernod Ricard India
Meerut
06.2018 - 03.2021
- Managed all sales operations and was accountable for 6 districts in the Meerut HQ, including the key towns of Meerut, Muzaffarnagar, and Saharanpur.
- Directed a team of 8 sales executives and a network of 12 FL2s, driving all sales activities and objectives.
- Responsible for achieving volume, market share, and NSV targets. Managed stock and SKU availability at FL2s to ensure a consistent supply chain.
- Designed and monitored sales objectives for the team and individuals. Oversaw the planning and execution of all promotional schemes, new product launches, and consumer activations.
- Conducted regular retail outlet audits to analyze market share movements and provide competitive insights.
- Achieved 3rd rank in the North Zone for Chivas Regal volume growth.
- Secured 2nd position in a regional contest for Scotch and New Product Development (NPD) volume.
- Maintained the highest operating share for company brands in West U.P.
Territory Sales Executive
AB InBev India (SABMiller India)
Lucknow
05.2014 - 05.2018
- Managed primary and secondary sales for the entire UP-East region.
- Maintained stock and SKU availability at FL2s and retail outlets. Handled key accounts across retail, on-trade, and high-end segments.
- Developed, maintained, and forecasted sales and marketing business plans on a weekly and monthly basis.
- Led a team of 9 sales representatives, ensuring adherence to work norms, ethical practices, and PJP (Permanent Journey Plan).
- Developed new markets to meet growth targets and conducted regular retail audits to track market share movements.
- Planned and managed the allocation of company assets like GSBs and chillers. Executed all consumer and promotional activities, and oversaw new product launches in the territory.
- Successfully managed the entire East U.P. region in 2017-18.
Territory Sales Incharge
SC Johnson India
Meerut
10.2012 - 05.2014
- Successfully planned and executed sales targets for both primary and secondary markets, driving revenue growth across Meerut, Muzaffarnagar, Saharanpur, and Modinagar.
- Effectively managed a network of dealers and distributors, while also handling and resolving distributor scheme claims.
- Used demand forecasting to ensure optimal inventory levels with channel partners, guaranteeing timely product deliveries to customers.
- Enhanced product visibility and shelf availability through strategic merchandising techniques, directly impacting sales performance.
Customer Executive Sales
Varun Beverages Limited
Muzaffarnagar
03.2011 - 10.2012
- Drove and achieved primary and secondary sales targets within the Muzaffarnagar territory by developing the market and managing a team of 8 PSRs (Product Sales Representatives).
- Led, coached, and trained a team of 8 PSRs through one-on-one sessions and field visits, enhancing their performance and market reach.
- Managed relationships with dealers and distributors to ensure efficient product delivery and availability. Increased unique SKU counts and ensured the availability of the chilled product range in outlets.
- Implemented strategies to expand market presence and achieve targets by focusing on increasing product range and availability at the retail level.
Education
PGDM - Marketing
Institute of Technology & Sciences
Ghaziabad01.2011
BBA - Marketing
School of Management Sciences
Varanasi01.2009
Skills
- Channel management
- Market penetration
- Brand activation
- Stakeholder engagement
- Cross-functional collaboration
- Team leadership
- Negotiation skills
- Relationship building
- Budget oversight
- Performance tracking
- ROI analysis
- Data-driven decision-making
- Microsoft Office proficiency
- Advanced Excel capabilities
- Presentation skills
- Marketing strategy development
- Vendor negotiation strategies
- Sales forecasting techniques
- Merchandising strategies
- Trade promotions
- Customer segmentation expertise
- Shopper marketing initiatives
- Brand promotion strategies
- Product sales expertise
- Sales tracking
- Performance management
- Business development
- Profit and loss analysis
- Team building
Timeline
Assistant Customer Marketing Manager
Suntory Global Spirits
09.2022 - Current
Territory Marketing Manager
Pernod Ricard India
05.2022 - 09.2022
Territory Marketing Executive
Pernod Ricard India
04.2021 - 04.2022
Regional Sales Executive
Pernod Ricard India
06.2018 - 03.2021
Territory Sales Executive
AB InBev India (SABMiller India)
05.2014 - 05.2018
Territory Sales Incharge
SC Johnson India
10.2012 - 05.2014
Customer Executive Sales
Varun Beverages Limited
03.2011 - 10.2012
PGDM - Marketing
Institute of Technology & Sciences
BBA - Marketing
School of Management Sciences
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