Summary
Overview
Work History
Education
Skills
Timeline
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Shivendra Goel

Trade Marketing Manager
New Delhi

Summary

Experienced Sales & Marketing professional with over 5 years of experience in Alco-Bev & FMCG Industry. Upfront and realistic, challenges bring out the best in me. A highly motivated individual and a fast learner possessing good communication skills.

Overview

5
5
years of professional experience

Work History

Trade Marketing Manager

Anheuser-Busch
07.2023 - Current
  • Managed the biggest region in India comprising of Maharashtra, Goa, Telangana, West Bengal & Meghalaya, leading a team of 3 Trade Marketing Specialists & 12 Trade Marketing Merchandisers for Beyond Co. (Spirits vertical for AB InBev)
  • Took up additional responsibility to drive sales in the absence of an ASM/SM in Telangana, delivering over 600+ Cases of Magnum Double Barrel Whiskey & 50+ Cases of D’yavol Family between Sep'23-Feb'24
  • Piloted the first of it's kind "Try & Buy" BTL Activation, activating 15+ Modern Trade Accounts in Kolkata driving 2000+ Trials & 40+ Cases worth of Sales
  • Managed and Optimized the S&M Budget for the region generating savings worth $50K through ROI Led Off-Premise Visibility Drives & On-Premise Key Accounts Tie-ups

Senior Manager Brand Partnerships

VAHDAM India
12.2022 - 06.2023
  • Led Brand Partnerships and Strategic Alliances for India, UK & ROE
  • PMO for the launch of VAHDAM India’s 1st. EBO in Khan Market, New Delhi
  • Launched a Co-Branded NPD in collaboration with Moonshine Meadery, India's first and biggest mead producing brand.

Brand Manager

Jimmy's Cocktails
04.2021 - 11.2022
  • Handled Brand Partnerships and Alliances (Online & Offline) with leading Online Portals, D2C & CPG brands- FoodTalk, SoDelhi, LBB Delhi, Rage Coffee, Vahdam Teas, Greater Than Gin, PeeSafe etc. Launched 2 Collaborative SKUs with Greater Than Gin & Sleepy Owl Coffee
  • Managed the entire Social Media mandate for Jimmy’s Cocktails, scaling from 9K to 33K Followers in less than 18 months; including strategizing, execution & maintenance of all online Social Media platforms (FB, Instagram, YouTube & LinkedIn)
  • Leading the affiliate and influencer marketing efforts for the brand, on-boarding over 250+ Micro/Macro Influencers and 50+ Niche Influencers
  • Spearheaded the execution of 100+ BTL Events for Jimmy's Cocktails- India Cocktail Week, Gin Explorer's Club, Soul Sante etc. generating over 50K unique trials
  • Launched a Brand IP " Cocktails & Cheese"; Experiential Cocktail Tasting Sessions in collaboration with leading Modern Trade Chains like Reliance FreshPik, Natures Basket & Spencer's across Delhi, Mumbai, Kolkata & Pune
  • Devised the Brand Activation Tool Kit for driving Brand Awareness and Consumer Trials in the Regular On-Premise Channel (Ahaata' s)

High End Specialist

Anheuser-Busch
05.2019 - 04.2021
  • Handled a universe of 130 accounts in Pune to ensure Secondary Sales (Institutional and Retail) of AB InBev’s High End Portfolio- Budweiser, Budweiser Magnum, Corona, Hoegaarden & 7River’s Brewing Co.
  • Delivered growth of +22% in Budweiser, +70% in Budweiser Magnum, 150% in Beck’s Ice & 17% in the BIO portfolio (YTD 2019 vs. YTD 2018)
  • Executed localized Corona & Hoegaarden Price Comm. Visibility Drive in Premium Retail Stores ensuring a visibility penetration of over 80%.
  • Spearheaded the end to end execution of English Premier League Promotional Events all across Pune as a 4 Month Project (Sep’19-Dec’19) including 10 Large Scale Fan Club Screenings across high end key accounts, Corona Sunsets at JW Marriott Pune, multiple Budweiser Experiences Nights & VH1 Supersonic Pune
  • Performed commercial due diligence of monthly distributor claims worth $100K.

Education

MBA - Sales & Marketing

SDA Bocconi
Milan, Italy
04.2001 -

B.Tech - Mechanical Engineering

Amity University
Noida, India
04.2001 -

High School Diploma -

Apeejay School
Delhi, India
04.2001 -

Skills

    Project Management

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Timeline

Trade Marketing Manager

Anheuser-Busch
07.2023 - Current

Senior Manager Brand Partnerships

VAHDAM India
12.2022 - 06.2023

Brand Manager

Jimmy's Cocktails
04.2021 - 11.2022

High End Specialist

Anheuser-Busch
05.2019 - 04.2021

MBA - Sales & Marketing

SDA Bocconi
04.2001 -

B.Tech - Mechanical Engineering

Amity University
04.2001 -

High School Diploma -

Apeejay School
04.2001 -

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Shivendra GoelTrade Marketing Manager