Tamoshree Mondal
Summary
Marketing enthusiast with 14 years of experience. Comprehensive experience in Trade Marketing & Brand Management across Consumer Durables, Building Material, Telecom & Lubricant Industries. Worked at a National Role in a reputed FMCG Organization. Proven ability in formulation & implementation of sales-driven trade marketing strategies (both BTL & through the line) and schemes. Proficient at conceptualizing & executing Brand communication plans & Marketing strategies. Driven successful product & brand launches in established & new markets.
Overview
13
13
years of professional experience
1
1
Certification
Work History
Shopper Marketing Manager (India) – Lighting
Eveready Industries India Ltd
02.2023 - 08.2024
- Responsible for Shopper/ Trade Marketing of the Lighting Division.
- Managing trade & shopper marketing budget.
- Controlling budgeted v/s actual spends.
- Planning & execution of all BTL activation & executions.
- Creating Channel / Product-specific trade schemes to be in line with category strategy to drive secondary sales & growth.
- Implementation of Manpower planning, secondary sales drive through existing & new channels for the Electrical Channel.
- Coach & monitor the performance of the front lines.
- Plan a performance-based incentive program to achieve sales goals.
- Driving execution excellence of secondary DMS – BIZOM at distributor & Frontline sales level.
Regional Marketing Manager - East
Crompton Greaves Consumer Electricals Ltd
05.2022 - 02.2023
- Taking care of Trade & Brand Marketing for the Eastern region.
- Own, monitor & control regional trade marketing budget to drive channel & SBU specific BTL Activities.
- Execution of Secondary schemes across region in line with HO guidelines.
- Monitoring effective SKU placement in retail channels & execution of visibility tools across channels.
- Driving Loyalty Program for the region in Retail Channel.
- Developing SOP for new enrolment & tracking outlet-wise business trends to drive secondary sales through the program.
- Pan India Project lead of Dealer Portal Activation
- Revival of usage of the portal from 8% to 71%.
Regional Sales Operation & Activation Manager - East
Gulf Oil Lubricants India Ltd
11.2017 - 02.2022
- Responsible for Trade Marketing, Sales Operation & Brand Management for the Eastern Region (Including East UP) of Gulf Oil.
- Budget planning for regional brand & trade marketing activities.
- Planning and execution of on-ground BTL activation.
- Identifying & executing the Point-of-Sale Display & Visibility Initiatives for retail channels.
- Regional custodian of the Loyalty program in the retail channel.
- Keeping complete track of outlet-wise business trends.
- Execution of Retail loyalty program & visibility for loyalty outlets.
- Create & implement regional trade schemes, scheme provisioning, and post-scheme data analysis to enhance channel management.
- Assisting Regional Head in planning regional-level product, channel & geography-wise volume & distribution expansion to implement GTM for urban and rural channels.
- Promoted for exceptional performance in strategic planning and execution of regional trade marketing initiatives, accelerating market penetration and brand visibility.
- Delivered 2% year-over-year revenue growth by strengthening customer retention and engagement through secondary loyalty channels.
- Led post-COVID retail transformation, successfully upgrading 117 outlets within 2 months (Nov 2020 – Jan 2021).
- Expanded tertiary consumption points & build long term channel loyalty through enrolling 6,000+ mechanics in Mechanic Loyalty Program.
Manager Branding
JSW Cements
02.2017 - 11.2017
- Handling Brand Marketing for JSW Cements for West Bengal & East.
- Planning the launch of JSW Cement as an A-category cement in West Bengal.
- Development of marketing calendar for the state.
- Drive trade engagement activities as per the calendar.
- Creation of ATL & BTL strategy for the Brand.
- Launch planning, execution, auditing & maintaining Priority Stores (JSW Shopee) across the state.
- Allocation, implementation & monitoring of POS & trade collaterals across territories.
- Conducting audits at the point of sale and developing a mechanism of regular replenishments of collaterals.
- Managed ₹25 Cr. marketing budget, executed major media campaigns (TVC, Radio, Print).
- Spearheaded ATL & BTL strategy for JSW Cement launch in Bengal.
- Conducted brand launch event with 600+ dealers.
- Initiated CSR-led branding in schools and health centers.
Assistant Brand Manager
Century Ply Boards (I) Ltd
03.2015 - 02.2017
- Brand Communication management for the decorative division of Century Ply – Laminates & Veneer Exterior Grade Laminate, and Furniture Division named Nesta.
- Design, evaluate, and implement of ATL plan for each of the products to support the BTL and Digital marketing activities.
- Handled creative & media agencies for developing brand communication plans across distribution channels.
- Coordinated between the product teams and advertising agency for the development of catalogs, brochures, audiovisual communications, product catalogs, and Email marketing communications.
- Planning and implementation of media plans for print, TV, radio & digital integration.
Zonal Marcom - Ranchi
Vodafone
03.2014 - 02.2015
- Custodian of the plan & execution of ATL & BTL activities for Ranchi Zone.
- Maintained the presence & visibility of Vodafone in the zonal market through a team of 15 merchandisers.
- Instrumental in launching Vodafone service in Simdega district.
- Launch planning, execution, auditing & maintaining In-store Branding of Vodafone Retail channel segment (Vodafone Stores & Mini Stores).
Market Activation Manager
Century Ply Boards (I) Ltd
05.2011 - 02.2014
- Handled the responsibility of branding for the Decorative division from the House of Century Ply - Laminate, Decorative Veneers.
- Plan and execute region/branch specific BTL activation for each division to develop product visibility in zones/regions.
- Manage the POSMs including budgeting, logistics, distribution & assortment.
- Collaborate with internal & external teams to plan and execute Pan India new marketing campaign, product launches, dealer/distributor meets etc.
Education
Advanced Certificate - Digital Marketing & Communication
MICA (UpGrad)
01.2022
MBA - Marketing
Amity University
01.2011
B.Sc. Honors - Geography
Calcutta University
01.2007
Skills
- Trade marketing
- Budget management
- Sales analytics
- Retail activation
- Campaign execution
- Brand visibility
- Market analysis
- Customer feedback analysis
- Promotional planning
- Budgeting and pricing
- BTL
- ATL
- Brand Management
- Product Promotion
- Brand Communication
- Event Management
- Market Activation
- Budget Management
Certification
Advanced Certificate in Digital Marketing & Communication, MICA (UpGrad), 09/01/21, 06/30/22
Timeline
Shopper Marketing Manager (India) – Lighting
Eveready Industries India Ltd
02.2023 - 08.2024
Regional Marketing Manager - East
Crompton Greaves Consumer Electricals Ltd
05.2022 - 02.2023
Regional Sales Operation & Activation Manager - East
Gulf Oil Lubricants India Ltd
11.2017 - 02.2022
Manager Branding
JSW Cements
02.2017 - 11.2017
Assistant Brand Manager
Century Ply Boards (I) Ltd
03.2015 - 02.2017
Zonal Marcom - Ranchi
Vodafone
03.2014 - 02.2015
Market Activation Manager
Century Ply Boards (I) Ltd
05.2011 - 02.2014
Advanced Certificate - Digital Marketing & Communication
MICA (UpGrad)
MBA - Marketing
Amity University
B.Sc. Honors - Geography
Calcutta University
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