SHIKHIR MAGAN
Gurugram
Summary
Innovative & dynamic Marketing leader with 15 years of diverse industry experience, including FMCG, Automobile, Healthcare, and Alco-beverages. My strength lies in my ability to collaborate, align, and influence stakeholders to achieve strategic business objectives. With a proven track record of building and nurturing high-performance teams, I am recognized as a savvy leader who can inspire and motivate my colleagues to achieve their full potential. Overall, my expertise in marketing strategy, P&L management, and team leadership, combined with my passion for innovation, makes me an ideal candidate for any organization looking to take their brand to the next level.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Marketing Manager- Scotch & Malts
Beam Suntory India
Gurugram
10.2023 - Current
- Leading Scotch & Single Malt category for India BU contributing to ~70% of revenues
- Own & allocate budget of USD ~8 million on the portfolio driving key initiatives on brands
- Lead brand mandate for global iconic brands like Teacher’s, Bowmore, Laphroaig & The Ardmore
- Spearheading projects on innovation to optimize COGS and drive margins for the portfolio
- Align & influence global + internal stakeholders on key decisions across projects & brand plans
- Analyze IWSR shipment and retail depletion data to devise growth strategy on portfolio
- Lead brand plans across the portfolio with a team of 2 brand managers
- Work closely with commercial teams to align effective execution on brand as per the guidelines.
Associate Director- Digital Experience
Bira 91 (B9 Beverages Ltd.)
Delhi
01.2022 - 10.2023
- Part of the Executive Leadership Team
- Youngest leader in the team leading 600 employees
- Design and develop the CRM strategy for the organization built around technology
- Launched the first ever consumer loyalty program in alco-beverage industry in India
- Led organic growth of the app to 30,000 users within span of 5 months and CAC of
- Develop, launch, and own e-commerce alcohol delivery app P&L Dooze in Kolkata
- Grew Dooze to 50,000 userbase in single city in 6 months with repeat order rate of 32%
- Drive influence at scale for counter salesclerks & waiters- Last mile brand advocacy via a digital incentive program with an aim to cover 10,000 (30% of universe) outlets pan India.
GM Marketing
Bira 91 (B9 Beverages Ltd.)
Delhi
04.2019 - 12.2021
- Successfully launched the strong beer portfolio achieving 2.2% MS (85% of total beer market is strong beer) within first 2 years of launch
- Aligned pricing of the portfolio to ensure positive EBITDA in 2nd year with a sustainable P&L for the category across key states
- Led influencer and content partnerships, visibility drives, trade marketing & GTM plans to drive brand awareness, consideration, and trials
- Build brand strategy for portfolio alongside planning & allocating spends to the tune of USD 12 million across various media spread across BTL, ATL and Digital
- Lead ICC partnership for Bira 91 with largest on-ground campaign in India covering 2000+ accounts leading to 23% jump in sales YoY during the qtr
- Led the launch and scoping of Bira 91’s first ‘experiential’ taproom in Bengaluru to reinforce innovation positioning of the brand releasing 20+ beers on tap combining local ingredients and traditional beer styles.
AGM: Activations & Trade Marketing
Indiabulls Pharmaceuticals
Mumbai
12.2016 - 03.2019
- Part of Core Leadership team
- Spearheading trade marketing, activations & patient engagement
- Drive BTL marketing initiatives to influence HCPs to prescribe company products
- Manage schemes & receivables for distributors pan India across 6 divisions of the organization.
Co-Founder
Quido Healthcare Services LLP
12.2015 - 11.2016
- Quido means ‘Care’
- We started the venture with vision of creating a connected ecosystem that enables chronic patients (20% of Indian population) and their family members for better treatment management and compliance
- Grew the app to 2000+ installs and 35% MoM repeat usage in a span of 4 months
- App trended in top 50 in healthcare category on Google play store for 2 weeks
- Hire & guide the development team and launch the product in 3 months
- Managed digital marketing for driving app awareness including social media ads, Google UAC, content management, SEO optimization.
Group Product Manager
Cipla Ltd.
12.2012 - 12.2015
- Lead the patient initiative Breathefree to drive awareness, penetration of Asthma & Inhalation Therapy pan India
- Focused on BTL, designed a mobile conference room program for Doctors in Tier II & III towns
- Covering over 1000 villages and 5000 Doctors and Regional Medical Practitioners
- Drove branding at POS for 2500 chemists pan India along with managing the website and ‘How to’ videos for patient education
- Managed budget of USD 0.5 million and team of 3 managers.
Team Head: Trade Marketing
Pidilite Industries Ltd
12.2011 - 11.2012
- Drive BTL campaigns for Fevicol with a team of 40 Regional Mkt
- Dev Managers to achieve business objectives for the brand
- Drive the Elite Dealer Loyalty program to manage high performing Dealers for an annual incentive payout and dinner with MD
- Ran Mystery Shopper and dummy customer activations to drive distribution penetration of new launches.
Manager- Marketing Services
Tata Motors Ltd
Mumbai
06.2008 - 11.2011
- Lead sales of Tata Ace & Pickup category in Bihar across 3 dealers and 15 outlets managing over 70 people on dealer payroll
- Grew the product sales by 30% and 50% respectively in both categories and set up new dealership expanding reach of the brand in South Bihar area
- Moved to Corporate Office in Cars business as Marketing Services Manager focused on distribution strategy for cars especially Tata Nano
- Worked with McKinsey on drafting distribution strategy for Nano and with Accenture on revamping the car sales process across the portfolio.
Education
MBA - Marketing & International Business
Symbiosis Institute of International Business
Pune03-2008
Bachelor of Commerce -
St. John’s College, Agra (Dr Bhimrao Ambedkar University)
03-2006
Skills
- Category & Brand Management
- Digital & Growth Marketing
- E-commerce
- Budgeting and P&L management
- Product Management
- Go-To-Market Strategy Development
- Google Analytics
- Data Analytics
Certification
Digital Marketing Professional, MICA & UPGRAD, 2017
Professional Achievements & Links to work
Elevated to Executive Leadership team in Bira 91. Youngest leader amongst the 10 in the team. Boom became the fastest beer brand to hit 1 million cases in a span of 6 months.
Lead the integrated marketing campaign during ICC covering over 3000 accounts pan India improving TOMA from 10 to 12
City level Influencer partnerships for Bira 91 Make Play app that drove installs for the application. https://www.instagram.com/p/CraK8nVgze8/
https://www.instagram.com/reel/CrBHdDFOixh/ https://www.instagram.com/p/Cr N_VBnPhOs/
Influencer partnerships for Dooze coupled with performance marketing campaign. https://www.instagram.com/p/CrfvuSLr mwY/
-
Launched regional integrated campaigns to drive brand awareness & trials in Karnataka & Maharashtra
· Kannada Web Series: https://www.youtube. com/watch?v=4l0OTBjtV PI
· Kannada bars series: https://www.youtube.com/watch?v=vzFpjpDK7hM
· Marathi Web Series: https://www.youtube. com/watch?v=c51R6W-FtDQ&t=25s
Bira 91 Limited Release Taproom- Conceptualizing, planning, launch and management of an experience center in where we reinforce our innovation perception with 20 beers on tap and plan for 40 experimental beers in a year https://economictimes.indiatimes.com/ industry/cons- products/liquor/bira91-taps- into-customers- to-brew-new-
launches/articleshow/74412164.cms?from=mdr
Timeline
Marketing Manager- Scotch & Malts
Beam Suntory India
10.2023 - Current
Associate Director- Digital Experience
Bira 91 (B9 Beverages Ltd.)
01.2022 - 10.2023
GM Marketing
Bira 91 (B9 Beverages Ltd.)
04.2019 - 12.2021
AGM: Activations & Trade Marketing
Indiabulls Pharmaceuticals
12.2016 - 03.2019
Co-Founder
Quido Healthcare Services LLP
12.2015 - 11.2016
Group Product Manager
Cipla Ltd.
12.2012 - 12.2015
Team Head: Trade Marketing
Pidilite Industries Ltd
12.2011 - 11.2012
Manager- Marketing Services
Tata Motors Ltd
06.2008 - 11.2011
MBA - Marketing & International Business
Symbiosis Institute of International Business
Bachelor of Commerce -
St. John’s College, Agra (Dr Bhimrao Ambedkar University)
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