Shibajii Banerjee

• Company Overview: Diageo is a global leader in beverage alcohol.

Overall Performance Highlights:

• Tequila continues to lead growth across the East region, achieving record-breaking results: Volume growth: +56%, Net Sales Value (NSV) growth: +58%, Market Share (MS) delta: +2% in On-Trade (OL), and over 4,500 cases added to the business.
• Growth Over Last Year (GOLY): +34% vs. Industry growth of 24%.

Channel Performance:

• Key Accounts: Delivered a +3% MS delta. Market Share: 49% in Key Accounts.
• Off-Trade: Tequila segment saliency increased by 2%, signaling improved offtake.

Brand and Segment Highlights:

• Tequila: Crossed the 2,000-case milestone, holds a commanding 60% market share (WB).
• Gin: Contributed a +3% MS delta.
• SDX (Super Deluxe): 1,400 cases added, +4% MS delta.
• Godawan (Indian Single Malt): Despite supply disruptions, it secured a strong 14% market share in its category.

Regional Cluster Performance:

• WB Cluster Market Share: 12%.
• WB Key Accounts Market Share: 49%.

• Managed / optimized TTL & BTL budgets for Luxury Brand vertical & Key Accounts for East
• Managed BTL budgets for tie ups, promotional schemes
• As Manager - Key Accounts
• Best performing KAM in the role in East Zone (out of 04 Managers), delivering 3% market Share Growth in operating brand segments in 2024
• Market Share gain was backed by 39% GOLY on BIO Scotches, 21% on Single Malts & 37% overall
• Ensured all tie-up outlets performed, delivering 43% GOLY with 5% market share growth

• Based in Kolkata, handled luxury brands, reported to the Luxury Commercial Manager
• Handled International Brands for East & Central India
• Ensure implementation, adherence & monitoring of both customer marketing budgets & trade spends
• Calendarization of activation, events & promotions
• Ensure market share achievement and Net Sales Value
• Achieve all parameters for national & regional tie-ups and Must Stock List compliance (Nielsen)
• Adherence to national & regional customer marketing calendar
• PO raising & Provision & Billing for allocated spends
• Partnered with domestic business team on Modern Retail project to overhaul visibility, promoter training to build an efficient throughput
• As Asst. Manager Customer Marketing
• Did vendor SWOT analysis, optimizing vendor operations, saving 15.10 lacs in Q1
• Ideated and executed Diageo’s presence in the International Evening; the activity was one of the best in the Luxury Alcobev space in the East
• Spearheaded the Iconic Contemporary Art Project East being the first region in India

• Reporting to the State Head & Regional Marketing Manager, Managing Goa region with a team of 27 direct reportees
• Brands: Chivas Regal, Absolut, Glenlivet, Hundred Pipers, Blenders Pride & Royal Stag
• Led the GTM strategy for new products and initiatives
• Executed Trade Marketing strategies/Modern Trade Channel
• Key Account management, terms of trade negotiations
• Initiated brand visibility drive in Modern Trade channel
• Leveraged Big Ticket events done by Central Marketing team
• Achievements at Pernod Ricard
• Managed the Imperial Blue & FC Goa Mega Activation end to end, gained a MS of 26% YOY
• Handled project for a new brand (Royal Stag Barrel Select), achieving a 34% growth OLY
• Launched a unique cost-effective display unit ‘House of Seagram’s’ in Goa, a first in India
• Launched GIMS software in Goa for automation of gift management, reduced wastage by 7%
• Managed Imperial Blue Holi promotion in Chhattisgarh - achieved incremental MS of 18%
• Partnered with Spencer’s Retail, Metro Cash & Carry growing MOT channel by 57%
• Tied up with bars for a growth of 35% YoY
• Grew BII Scotch Segment market share by 16%

• Kolkata & West Bengal Region
• Products/ Brands managed: Maggi portfolio, Nescafe, Everyday, Nan, Lactogen, Cerelac, Kitkat, Munch, Nestum (200 plus SKUs)
• Managed 5 distributors with a monthly T/O of 2.5 crores
• Directed business operations with team of 29 Secondary Sales Force and 2 Pilot Salesmen
• Forecasted for 3 months in advance on sales & inventory
• Organized training workshops for merchandisers, salesmen
• Achievements at Nestle India
• As Sales Executive General Trade
• Developed two key distributors, contributing to an overall growth of 23% YoY
• Developed 26 Sub-Stockiest in small towns for rural market penetration - won Super Achiever Award for this

• Led retail sales operations, managed MOT channel partners
• Recruited & mentored a team of 21 secondary sales force
• Organized training workshops for secondary sales force
• Conducted promotional activities
• Tracked delivery of POS materials and ensured flawless execution to attain maximum visibility for Nestle brands
• As Sales Executive – Modern Trade
• Drove sales at Guwahati, Siliguri & Shillong contributing 4% business to the ASM’s volume
• Achieved 10% additional share in noodles with Spencer’s Retail, with 14% increase in visibility
• Planned & executed ‘Noodles Mela’ with Big Bazaar, increased sales by 7%
• Super Achiever Award for outstanding performance in Jan-Dec’11 in General Trade

• Super Achiever of the Year Award in 2007 and 2009 (outstanding performance in Modern Trade)
• Won the ‘Passion to Win’ Award in 2008