Shikha Kumari

Area: Marketing & Consumer Insights - Social Media Analytics

Roles & Responsibilities-

• Driving social media listening, monitoring, reporting and analysis for ABI portfolio brands in the North American Market
• Translating queries into constructive suggestions through monitoring social conversation for the brands, competition, industry level, Influencers, product, brand campaigns, internal stakeholders and events
• Track Brand Intelligence (Consumer pulse/ sentiments)
• Measure Campaign Impact: Measure ROI, real-time of consumers’ perception of the campaign and its impact along with tracking brand awareness and social KPIs
• Influencers Identification & Tracking: Identifying influencers for the brands's marketing and advertising decisions and tracking their performance against the focus KPIs
• Manage Crisis: Tracking, identifying, managing crisis (Budweiser-Messi & Cacti) and provide solutions to mitigate by recommending actionable solutions
• along with a niche category-Beyond Beer (consists of more than 7 brands), along with handling Global brand, Stella Artois and a core brand, Natural Light
• Tracking, identifying, managing crisis (Budweiser-Messi & Cacti) and mitigated and recommended strategies

Key achievements-

Cross Collaboration Projects & Wins

• POC Experience : Worked with UK Tech Sales Team to provide them Social Listening data. This includes identifying the mood and occasion of the POCS and recommending ABI brands that is a best fit with the Poc image, along with identifying the most optimized CAPEX utilization
• Also enabled Sales team gauge the digital presence of the Poc base and identify prospect Pocs along with opportunities for positioning ABI brands in terms of distribution to attain volume gains- Quantified opportunities approved for 540KHL across London alone, additionally quantified business opportunity of 4.5Million pounds
• Cross collaborated with Marketing insights Team on Kantar data on Perceived Worth of Corona vs Actual worth for the UK geography. This has been approved and is being made scalable across different zones
• Independently drove on an end to end Insights specialist for the Market Share Decomposition for South Africa for SAB Miller, bringing in $44K PAYG project to ABI- GCC
• Club Colombia brand analysis for a deep dive marrying different sources of data like Kantar, Ecom, Nielsen and Social Listening to present a cohesive understanding of the dynamics of the brand to explain the Brand equity loss in Colombia and take actionable recommendation. This won us $15K PAYG
• Budweiser- Messi Mural Crisis with BU India: Supported in mitigating the crisis within India by tracking the consumer pulse and monitoring the sentiments through a period of 7 days across all social platforms. Helped with community management as well.
• Stella Artois & Natural Light Content Analysis: an in-depth analysis of the social contents across Twitter, Instagram & Facebook. This involved liaising with brand strategist to create content tags that align with the brand’s messaging, campaigns, and passion points. Tagged all of Stella’s & natural Light's Social content with content type and creative theme labels by platform to learn what creative elements drive the highest average engagement.
• The insights & recommendations were approved and implemented to show desired results and formed a core of the 1YP strategy for the year 2023
• Promoted a band up in September 2022

Area : EU Zone Tech sales Commercial Reporting

Roles & responsibilities

• Managing Tech Sales Reporting & Insights for the EU Zone Team
• Liaising with Category Management, Revenue Management and Tech Sales and Variable Compensation Teams and providing them inputs on POCE scores, Display, Distribution, shelf share information
• Insights to drive business through optimizing Sales visits
• Provide reports with brands performance, sales representatives performance, new business details to the stakeholders daily/weekly/monthly basis
• Development of new reports (dashboards/Scorecards, Analysis) independently & modifying existing reports on Power BI
• Created multiple Sales territories and hitlist Report for Business Development Representatives (Sales team) that enabled them keep of track of targets and achievements via Power BI dashboards
• Responsible for Sales Analysis with a high level of visibility, up to and including Senior management with timely completion and accuracy of the key processes
• Developing & producing reports, analyzing the current process, procedures and identifying ways to streamline and simplify them
• Verify & process properly approved data on large number of accounts and for larger volumes/wholesalers/Retailers etc
• Track sales team’s achievement versus target to calculate the BDR's incentives
• Address any queries from sales team/sales head related to numbers reported to determine sales incentive
• Use strong analytical skills to deliver results using simple ad-hoc reports and presentation to support the Zone Tech sales team to enable them to understand their performance and take decision towards their targets/goals
• Create analytical reports/presentations and provide findings and analytical insights to sales team/head
• Track predetermined KPIs and develop performance dashboard on achievement vs target in order to track sales team performance
• Ensuring knowledge transfer/process transition/mentoring for new joiners is done efficiently and successfully. To ensure and oversee reverse knowledge transfer to other team members are done effectively on time
• Creating Standard Level Agreement for the sales reports
• Preparing quality checklists for the sales reports assigned to the team along with Identifying process improvement areas
• Being single point of contact between Business Head (sales) Netherlands, UK and Spain and GCC team/management, I need to ensure there is continuous flow of communication

Key Achievements:

• Involved in understanding and setting up the process for Zone Commercial Reporting for the EU zone, right from taking knowledge transfer session from Accenture & ABI in-country Tech sales Leads
• Helped in automating and validation of sales data manually vs dashboard settings in SFDC
• Subject Matter Expert across a team of 60+ employees
• Centralized reporting for the zone by liaising with in-country team across 7 countries, both internally and with business heads
• Was awarded the Shared Challenge Winner across gobal GCCs for ABI under the Culture pillar for being able to adapt and function in an agile manner, staying true & displaying the ABI cultutre
• Inception of the hitlist for POCs across the 7 countries (making it scalable) that detailed white spaces along with quantified vol opportunities. This helped us close a gap of USD 2M within the first year. Additionally, the dashboard also displayed each BDR's performance and the the category and regions they needed to work to gain vol upliftment

Area : Analytics & Insights (Client Services)

Roles & Responsibilities-

• Applied honed problem-solving skills to analyze and resolve issues impacting business operations and goal achievement for key retailers and manufacturers/suppliers in the UK
• Analyzed key aspects of business to evaluate factors driving results and summarized into presentations.
• Improved business direction by prioritizing customers and implementing changes based on collected feedback.
• Performed gap analysis to identify areas of improvement.
• Delivered analysis of market, sales and consumer trend impact on long and short-term strategies and generated business intelligence reports to inform strategic decision-making.
• Identified patterns and trends in large data sets and provided actionable insights along with creating dashboards to monitor and track key performance indicators.

Key Achievements:

• Actionable recommendations for Mars Chocolate analysis for the festive season providing a business opportunity of 2.5M USD that got actioned and acknowledged
• Global Tesco Top to Top analysis: This analysis enabled Tesco make informed and strategic decisions regarding it's business across the globe. The report highlighted white spaces along with detailing the manufacturer's sales performance and value market share across diff zones
• Nielsen Star of the year

Area: Media Monitoring

Roles & Responsibilities

• Conducted web-based research based on client and competitor requirements and collated articles from various tools to generate reports on a daily basis for International clients like Pfizer US, Getty Images
• Conducted social media Research
• Data mining, cleaning, filtering and converting it into meaningful information to create a dashboard for Top management
• Real time capturing of information by referring to articles published by popular PR agencies
• Drafted and revised detailed reports according to deadlines and exceeded desired results.
• Performed detailed analyses of public opinion datasets, interpreting perspectives and promoting objectives of sponsoring organization.
• Collaborated with client leadership and other stakeholders to conduct in-depth research on media presence.
• Edited, proofread and fact-checked content for accuracy.
• Researched and analyzed newsworthy events, trends and issues.

Key Achievements

• Took a lead on a project worth 22K USD from the Moroccan & Senegal government for generating weekly reports on consumer sentiment and the rift between the government and the general public. This helped the government mitigate and understand the country's pulse at a closer level