Summary
Overview
Work History
Skills
Timeline
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Sayan Mukherjee

Sayan Mukherjee

Gurugram

Summary

Results-driven marketer with 8 years of experience across Perfetti Van Melle, Amazon, and Tata Consumer Products, blending deep brand-building expertise with 2 years of on-ground GT sales.

Strong track record in driving growth, innovation, and consumer connection.

Led and managed large brand portfolios, like Alpenliebe Juzt Jelly, Happydent, Himalayan natural mineral water, and Tata Gluco+ Energy Drink.

Overview

12
12
years of professional experience

Work History

Brand Manager, Tata Gluco+,

Tata Consumer Products
04.2024 - Current
  • Managed ₹580+ Cr Tata Gluco+ portfolio, overseeing brand strategy, AOP, and P&L responsibilities.
  • Repositioned the brand through a thematic campaign.
  • Launched new products: Tata Gluco+ Sports, Jelly (featuring Disney Avengers), and two core flavors.
  • Implemented 360 marketing support for the season, including QR-code-driven, on-pack consumer promotions.
  • Revamped packaging to enhance on-shelf visibility.
  • Increased GT visibility through effective use of POS materials and van branding.
  • Brand grew by 15% despite strong competition from Campa and other CSD players.

Brand Manager, Himalayan,

Tata Consumer Products
08.2023 - 03.2024
  • Expanded product line by introducing saffron in GT and Q/Ecom.
  • Revitalized natural mineral water range with updated packaging after a 10-year hiatus.

Marketing Manager, Seller Marketing,

Amazon India
06.2022 - 07.2023
  • Executed thematic campaign featuring celebrity to attract new sellers.
  • Partnered with leading news channels to develop new Amazon Smbhav series, enhancing 'Good For India' image
  • Spearheaded BTL activities such as bootcamps and roadshows to promote seller launches in new markets.

Brand Manager, Happydent,

Perfetti Van Melle
09.2021 - 06.2022
  • Revived Happydent with thematic campaign ‘Dikha Battissi Kar Baat Achhi Si’ after 10 years.
  • Generated over 30 million impressions through influencer collaboration with Harsha Bhogle targeting cricket fans.
  • Enhanced regional presence in NESA and Bengal through hyperlocal activations, including wall art and print.
  • Launched Happydent Wave Orange and Rs. 50 pocket bottles; the sugar-free range emerged as the market leader in Modern Trade.

Product Manager, Alpenliebe Juzt Jelly

Perfetti Van Melle
07.2019 - 08.2021
  • Repositioned Re.1 packs on 'Family Fun' to drive mass penetration.
  • Scaled ₹10 Jelly Shapes with thematic campaigns; launched Cars & Planes (1st dual-shape, dual-flavor SKU in India).
  • Boosted engagement via Universal tie-ups (Jurassic World, Kung Fu Panda) and seasonal MT packs (Birthday, Diwali, Halloween).
  • Fortified the full portfolio with Vitamin C; drove in-home consumption through recipe-led digital campaigns.

Area Sales Manager – GT Sales, Jharkhand,

Perfetti Van Melle
06.2017 - 06.2019
  • Expanded geographic coverage, delivering a growth of 10%.
  • Managed a team of 5 sales officers, 40+ direct and indirect salesmen, including SSRs and PSRs.

Application Developer,

IBM India
01.2014 - 05.2015

Skills

  • Brand building and P&L ownership
  • 360° campaign development (TVC, DVC, social, BTL)
  • Media planning and consumer insights
  • NPD development and innovation
  • Award-winning work, 30 awards, including Effies
  • Consistently rated 4/5 in annual appraisals

Timeline

Brand Manager, Tata Gluco+,

Tata Consumer Products
04.2024 - Current

Brand Manager, Himalayan,

Tata Consumer Products
08.2023 - 03.2024

Marketing Manager, Seller Marketing,

Amazon India
06.2022 - 07.2023

Brand Manager, Happydent,

Perfetti Van Melle
09.2021 - 06.2022

Product Manager, Alpenliebe Juzt Jelly

Perfetti Van Melle
07.2019 - 08.2021

Area Sales Manager – GT Sales, Jharkhand,

Perfetti Van Melle
06.2017 - 06.2019

Application Developer,

IBM India
01.2014 - 05.2015

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