Sudeshna Karmakar
Brand Manager
Mumbai
Summary
Business driven individual versed in strategy, growth and cross functional team management with 10 years of accomplishing track record of managing brand roles and delivering profitable revenue growth across FMCG industry in India & South Asian Countries.
Overview
11
11
years of professional experience
6
6
years of post-secondary education
4
4
Languages
Work History
Brand Manager & Pringles Commercial Lead -AEM
Kellogg’s India Pvt Ltd
12.2022 - Current
- Driving and delivering 19% top line growth for Asia Expansion Markets through demand planning and trade marketing
- Leading long term strategic thinking for developing and growing the brand in South Asian Countries by leveraging country specific market insights, consumer/channel understanding and locally relevant communication touch points
- Driving new product launches in the market, initiating plans for brand including portfolio choices, pricing, commercials, volume planning & GTM choices
- Designed and executed the first ever “Ramzan Campaign” for Bangaldesh leading to reduction in sales drop by 7%
- Led the revenue growth model for Pringles to deliver a gross margin improvement of 1300bps by improving pricing laddering, SKU & country mix
- Leading & driving the point of sales visibility deployment for Pringles in GT & MT to deliver a YTD volume growth of 20% overall
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
- Managed budgets, ensuring efficient allocation of resources for maximum return on investment in marketing initiatives.
- Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
Assistant Brand Manager
Hindustan Unilever Ltd
06.2021 - 11.2022
- Managing the overall brand P&L for Pears and improvising the gross margin of Pears Rs.10 SKU by 500bps.
- Spearheaded market development for Pears in India; with first ever mass sampling plan of over 2 lacs, supported with sharper consumer targeting & right go to market pack
- Launching premium variant of Pears soap in natural segment to bridge the gap in the portfolio [ INR 15+ Crores topline ] along with media mix.
- Worked on developing the entire marketing mix for the premium natural soap brand – “Indulekha”
- Developed and executed the entire medical marketing content for the premium hygiene wash-V Wash.
Senior Brand Executive
Hindustan Unilever
01.2019 - 05.2021
- Driving share gain [~300 bps}, penetration [~200 bps] and mind measures for the brand with effective communication through brand building activity of Pears Soap [ INR 850+ Crores topline ]
- Collaborated with cross-functional teams to develop innovative marketing materials for increased brand visibility.
- Planned ATL, BTL, print plans on the brand to maximize reach in key markets for the brand
- Led Go-To-Market strategy and communication development basis intensive consumer research and spearheading Channel growth-MT
Trade Marketing Executive
Hindustan Unilever
09.2017 - 12.2018
- Led the Kanwar Activation for brands like Lifebouy, Pepsodent & Rin leading to quarterly penetration growth of more than 250bps
- Developed award winning college sampling model for Knorr Soup for trial generation and aiding top of mind awareness
- Increased the New Triers by 200 bps for Red Label and Fair & Lovely Variant in Punjab-Haryana cluster by activating Fairs & Festivals.
Brand Executive, Skin Cleansing
Hindustan Unilever
02.2016 - 08.2017
- Worked on Hamam new packaging new launch
- Developed the new brand communication which help in increasing the penetration by 300bps
- Worked on media planning and investment for the Local Jewels portfolio (Hamam, Liril, Rexona, Moti & Breeze)
- Ensured alignment of promotional activities with overall business objectives for maximum impact on revenue growth.
Marketing Manager
Bajaj Finserv Pune
06.2014 - 12.2015
- Executing the marketing campaigns to drive sales and awareness for all the 14 business divisions and managing online lead generation & conversion
- Planning and executing cross functional projects –Customer Portal Revamp, Integration of Sales force with businesses, Live Screen for CD retailers.
Sales Manager
Bajaj Finserv
01.2013 - 05.2014
- Achieving & exceeding salaried home loan business target of 2cr monthly average consistently, with highest of 8cr in a month.
- Planning and coordinating various marketing/sales/relationship building activities with Corporates and Developers
Education
MBA - Marketing
ITM Kharghar
08.2011 - 05.2013
B.Sc - Biotechnology
Garden City College, Bangalore
08.2007 - 05.2010
CBSE - undefined
Kakatiya Public School, Vizag
08.2005 - 05.2007
ICSE - Science
St. Anne’s Convent School
08.2005 - 05.2005
Skills
Brand & Marketing Strategy
Integrated Communication Planning
New Product Development & Innovation
Customer Marketing Business Growth
Trade Marketing
Campaign Planning
Media Planning
Agency Management
Accomplishments
- Improved the AEM Pringles business gross margin from 17% to 30%.
- Worked on Bangladesh media mix to improve the reach from 37% to 42%.
- Received Achievers Awards for delivering double digit growth of 14% for overall AEM business.
- Had two successful launches in the Natural segment- Indulekha & Pears Naturale.
- Had successful Ad campaign launch for Pears- “No Make Up Glow”
- Recognized for developing the College sampling Model for Knorr in Northern India leading to brand trials.
Timeline
Brand Manager & Pringles Commercial Lead -AEM
Kellogg’s India Pvt Ltd
12.2022 - Current
Assistant Brand Manager
Hindustan Unilever Ltd
06.2021 - 11.2022
Senior Brand Executive
Hindustan Unilever
01.2019 - 05.2021
Trade Marketing Executive
Hindustan Unilever
09.2017 - 12.2018
Brand Executive, Skin Cleansing
Hindustan Unilever
02.2016 - 08.2017
Marketing Manager
Bajaj Finserv Pune
06.2014 - 12.2015
Sales Manager
Bajaj Finserv
01.2013 - 05.2014
MBA - Marketing
ITM Kharghar
08.2011 - 05.2013
B.Sc - Biotechnology
Garden City College, Bangalore
08.2007 - 05.2010
CBSE - undefined
Kakatiya Public School, Vizag
08.2005 - 05.2007
ICSE - Science
St. Anne’s Convent School
08.2005 - 05.2005
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