SHIKHAR SINGH
Senior Manager - Brand Extensions
GURGAON
Summary
Versatile Senior Manager with hands-on experience in Channel Sales - Alco-beverages & FMCG and talent for navigating challenges. Brings strong problem-solving skills and proactive approach to new tasks. Skilled in Channel Sales ,Planning & Execution, BTL management . Distribution
management, Business development , retail client management ,Credit
management,P&L , ROI management & Market share maximization.
Overview
18
18
years of professional experience
Work History
Senior Manager- Brand Extensions
Pernod Ricard India Pvt. Ltd.
04.2024 - Current
- Business management of commercialized Extension on 100 Pipers
- Commercialize Extension on TGL( The Glenlivet )and Non Alcoholic Beverages .
- Launch of complete range as per P&L sign off and regional activations.
- Monthly adherence of S&OP and media tracker
- Sell out saliency from to be up by 60% from Marketplace, D2C/ independent channels vs. total target.
- Effective A&P utilization on allcoated budget from BEX & Brand, with a monthly growth tragjectory on ROAS basis P&L sign off.
- Monhtly adherance of content refreshes
- Negotiated high-value contracts with new suppliers, securing better pricing and terms, which improved profit margins.
- Revitalized underperforming product lines by analyzing sales data, leading to focused improvement efforts and increased profitability.
Manger- Sales Commercial Excellence
Pernod Ricard India Pvt Ltd
09.2022 - 03.2024
- Redesigned a structured approach in setting up a seamless system & integrating with national commercial strategy & instilled algorithms in case of identified gaps.
- Liaise & coordination- Internal & External stake holders.
- NPD Bench marking, WOA /APV norms.
- Drive adoption Clutter Breaking Visibility & Optimum Coverage/Route Planning.
- Develop business case if any additional manpower requirement.
Area Sales Manager
Pernod Ricard Pvt. Ltd.
12.2015 - 08.2022
- Managed most prestigious region in Pernod Ricard (OFF Trade -Delhi), spearheaded transformation in Delhi Alco-Bev industry for last 2Y, and changed consumer experience in retail by creating landmark stores enhancing brand presence at L3F-85 stores.
- Responsible for key financial targets Val. & Vol. (NSV, Gross Margin, ROI & Value Share) P&L Management
- Ensure WOD, WOA, and MOP (Pay for Performance).
- Credit management & Distribution Management.
- Responsible for wholesale / retail client management.
- Engagement in marketing activities– ROI/cost per contacts, Impact & execution criteria.
- Rolling Forecast & Implementation of Sales Force Automation System on monthly basis (Hawk eye, PCPS Scoring).
Sales Manager
Hindustan Unilever Ltd.
10.2012 - 12.2015
- Responsible for Primary sales no. & achieving Secondary numbers (Business Development).
- Distributor Handling & stockist Management, Claims & ROI management.
- Credit ,Scheme, contract & Stock Management.
- Handled business of 100 Cr. annually with a category of HPC, Foods & Beverages.
- Involved in negotiating contracts with KEY Accounts & B2B prospects like Sodexho, Indigo Airlines, Maruti, Honda, Ackzanobel & Spice jet etc.
- Analyzed market trends to identify new business opportunities, leading to expansion into profitable territories.
- Boosted marketing, reviewed pricing strategies and expanded distribution channels to increase sales revenue.
Territory Sales Manager
Dabur India Ltd.
11.2009 - 10.2012
- Responsible for achieving sales target (Primary & Secondary) & New business development.
- Rate contract negotiation & Distribution Management.
- Credit Management/ Client Relation Management
- ROI management, Claim settlement & Damages control.
- Focus on reducing Institutional Discount. (ID%).
- SKU ,PJP & route coverage planing (New Business Prospects & avenues).
- Tracking Competitor activities.
Asst. Manager
Reliance retail Ltd
05.2008 - 08.2009
- Analyzing business potential & achieving desired targets.(Business Development).
- Tracking competitor activities and devise effective counter measures.
- Implemented loss prevention strategies, significantly reducing shrinkage.
- Oversaw daily cash reconciliations, ensuring accurate financial reporting and minimizing discrepancies.
- Analyzed sales data to identify trends and adjust inventory orders accordingly.
- Managed inventory levels to minimize stockouts while reducing overhead costs.
- Improved customer satisfaction by addressing and resolving complaints promptly.
Education
MBA - Marketing And Finance
Indian Institute of Planning Management
04.2001 -
Skills
Strategic planning
Operations Planning & management
Cross-functional collaboration & Team Work
Documentation and reporting
Negotiation and conflict resolution
Analytical thinking
Timeline
Senior Manager- Brand Extensions
Pernod Ricard India Pvt. Ltd.
04.2024 - Current
Manger- Sales Commercial Excellence
Pernod Ricard India Pvt Ltd
09.2022 - 03.2024
Area Sales Manager
Pernod Ricard Pvt. Ltd.
12.2015 - 08.2022
Sales Manager
Hindustan Unilever Ltd.
10.2012 - 12.2015
Territory Sales Manager
Dabur India Ltd.
11.2009 - 10.2012
Asst. Manager
Reliance retail Ltd
05.2008 - 08.2009
MBA - Marketing And Finance
Indian Institute of Planning Management
04.2001 -