SHIKHIR MAGAN
Gurugram
Summary
Marketing leader with reputation for consistently delivering impactful marketing strategies and campaigns. Extensive experience in category management, brand strategy development, digital marketing, driving P&L effectiveness, sales and commercial excellence. Recognized for collaborative approach and achieving results through effective teamwork and adaptability.
Overview
17
17
years of professional experience
1
1
Certification
Work History
Marketing Manager Scotch, Malts & American Whiskey
Suntory Global Spirits, India
10.2023 - Current
- Lead marketing for category contributing to ~70Mn NSV & budget of USD 15Mn
- Lea and guide a team of 3 Brand Managers
- Lead media strategy on brands driving digital acceleration on Jim Beam and Teacher's
- Build & scale brand experiences in On-premise for Teacher's & Jim Beam at top 20% outlets
- Lead repositioning on Teacher's with visual ID and pack refresh. Led launch of new media asset in 2024 with roll out of new visual ID and packaging planned for 2025
- Lead strategic projects on innovation to strengthen portfolio architecture, drive premiumization in India.
- Manager stakeholder relationships with cross functional leaders in India, US and UK on strategic alignments for all brands
- Analyze shipment and depletions data monthly to optimize market level tactics & strategy
- Work with commercial teams to align effective execution on brands
Associate Director- Digital Experience
Bira 91 (B9 Beverages Ltd.)
01.2022 - 10.2023
- Design the CRM & commercial excellence strategy with a 5 member team.
- Lead concept, design and launch of consumer loyalty app Make Play scaling to 30k users in 5 months
- Design & launch digital incentive program driving advocacy via 10,000 counter sales clerks in India.
- Lead the design & launch of SFE app to drive commercial excellence, improving MJP adherence by 34% driving +7% in business
- Develop, launch, and scale e-commerce app Dooze to 50k installs in Kolkata.
GM Marketing
Bira 91 (B9 Beverages Ltd.)
04.2019 - 12.2021
- Successfully launched the strong beer portfolio achieving 2.2% MS in 2 years of launch
- Aligned pricing of the portfolio to ensure positive EBITDA in 2nd year
- Led brand and commercial marketing plans to drive brand awareness and trials
- Build brand strategy for portfolio alongside managing spends of USD 12 million across BTL, ATL and Digital
- Led ICC cricket global partnership for Bira 91
- 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
12.2016 - 03.2019
- Part of Core Leadership team
- Spearheading trade marketing, activations & patient engagement
- Drive BTL marketing initiatives to build brands among Healthcare Practitioners to prescribe company products
- Manage trade schemes & receivables for distributors pan India across 6 divisions of the organization
- Brought down receivables days from 90 to 31 days in 2 quarter time period
Co-Founder
Quido Healthcare Services LLP
12.2015 - 11.2016
- Company Overview: 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
- Quido means 'Care'
Group Product Manager
Cipla Ltd.
12.2012 - 12.2015
- Lead the patient initiative Breathefree to drive awareness, penetration of Asthma & Inhalation Therapy
- Focused on BTL, designed a mobile conference room program for Doctors in Tier II & III towns covering 1000 villages and 5000 Doctors and Regional Medical Practitioners
- Drove branding at 2500 chemists 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 adhesive with a team of 40 Regional Mkt Dev Managers
- Manage Elite Dealer Loyalty program for top 100 Dealers driving +12% growth in business
- Ran Mystery Shopper activations to drive distribution penetration of new launches
Manager- Marketing Services
Tata Motors Ltd
06.2008 - 11.2011
- Lead sales of small commercial vehicles in Bihar across 3 dealers and 15 outlets managing over 70 people
- Grew the product sales by 30%+ in 2 years in 2009, '10
- Led distribution expansion within state by setting up a new dealer
- Moved to Cars business as Marketing Services Manager in Q4 '10 focused on distribution expansion
- Worked with McKinsey on distribution strategy for Nano
- Worked with Accenture on car sales process redesign
Education
MBA - Marketing & International Business
Symbiosis Institute of International Business
Pune, India03.2008
Bachelor of Commerce - Commerce
St. John's College
Agra03.2006
Accomplishments
- Jim Beam White sustained leadership with 51% MS in American Whiskey category.
- Single Malts portfolio gained 8% MS (+3%) in '24 led by strong awareness and trials on The Ardmore & Laphroaig.
- Jim Beam awareness 62% (+3%) in '24 via media & content strategy reaching 40Mn+ TG
- Consideration scores on Teacher's jumped to 68% (+5%) in Q3 led by strong digital amplification reaching 50Mn+ reach
- Boom became the fastest strong beer brand to hit 1 million cases in a span of 6 months.
- Grew e-commerce app Dooze to 50,000 users in 6 months with a repeat order rate of 32%
- Lead ICC partnership led integrated campaign covering 2000+ accounts leading to 23% jump in sales YoY during the quarter.
Certification
Digital Marketing Professional, MICA & UPGRAD, 2017
Timeline
Marketing Manager Scotch, Malts & American Whiskey
Suntory Global Spirits, 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 - Commerce
St. John's College
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