Sugandha Thapa
Gurgaon
Summary
Strategic Trade Marketing professional specializing in channel strategy, sales planning, and trade program execution. Drives category growth and distribution expansion through data-driven decisions and effective trade scheme evaluations. Collaborates to align brand objectives with market execution across diverse channels and regions.
Overview
12
12
years of professional experience
Work History
Sr. Trade Marketing Executive
Hindustan Unilever
Gurgaon
09.2021 - Current
- Drove demand generation and capture initiatives across channels by collaborating with KAEs, merchandising, and execution teams to optimize market presence.
- Analyzed sales performance to identify coverage gaps, assortment opportunities, and growth levers using internal data and market insights.
- Led stock planning and SKU availability strategy across depots to ensure seamless sales execution.
- Supported POSM strategy and execution to enhance in-store visibility and conversion.
- Acted as SPOC across Sales, Supply Chain, Finance, and Operations to ensure end-to-end sales cycle efficiency.
- Evaluated past initiatives (MOCs) and recommended corrective actions to improve execution effectiveness and maximize ROI.
- Partnered with central planning teams to translate category priorities into channel-level execution plans, supporting monthly and quarterly planning cycles.
Sr. Customer Marketing Executive
Hindustan Unilever
Gurgaon
03.2019 - 08.2021
- Developed and implemented GTM plans for new product launches, ensuring execution across RS and TSE levels in North region to enhance market readiness.
- Designed and executed channel programs and trade schemes to drive brand alignment and achieve sales KPIs.
- Managed incentive programs for sales teams, aligning initiatives with volume and value growth objectives to drive engagement and performance.
- Partnered with marketing and sales teams to ensure seamless execution of brand initiatives in-market.
- Led monthly planning and priority setting, cascading actionable plans across sales hierarchy.
- Monitored and reviewed program performance, identifying areas for course corrections to optimize outcomes.
Sr. Territory Sales Executive
GlaxoSmithKline
Delhi
11.2017 - 02.2019
- Managed primary and secondary sales targets, achieving business of ~₹1.8 Cr.
- Identified performance gaps and executed corrective action plans, improving territory sales performance.
- Strengthened distribution infrastructure and retail coverage, increasing service levels and customer reach.
- Implemented brand priorities and visibility initiatives, increasing market presence.
Area Business In-Charge
Johnson & Johnson
Multiple Locations
06.2014 - 10.2017
- Executed channel programs and trade initiatives, increasing sales output and expanding market presence.
- Managed territory business performance, aligning primary and secondary sales to strengthen market position.
- Built and managed relationships across retail and wholesale channels.
- Conducted performance reviews to uncover opportunities for improving salesforce productivity.
Education
MBA - Marketing
Institute Of Management Studies
Indore01-2014
B.Com - Commerce
Bhopal School Of Social Sciences
Bhopal01-2012
Skills
Accomplishments
Best Trade Marketing Executive for 2 consecutive years- 2022 & 2023
Timeline
Sr. Trade Marketing Executive
Hindustan Unilever
09.2021 - Current
Sr. Customer Marketing Executive
Hindustan Unilever
03.2019 - 08.2021
Sr. Territory Sales Executive
GlaxoSmithKline
11.2017 - 02.2019
Area Business In-Charge
Johnson & Johnson
06.2014 - 10.2017
MBA - Marketing
Institute Of Management Studies
B.Com - Commerce
Bhopal School Of Social Sciences