Tushar Singh

• Leveraged strong media-mix modelling capabilities to deploy JTBD led media strategy, which significantly enhanced reach, and streamlined CPR across media and TGs
• Spearheaded cross-media deployment with inclusion of CTV and performance marketing, leading to improvement of mind measures by 300+ bps across the parent brand and 200+ bps across all formats
• Partnered with global product and R&D teams to drive and deploy incremental product improvements, resulting in sizeable gains in product scores on key parameters
• Marshalled organization's execution might to exponentially enhance mental and physical availability, resulting in triggering of critical mass in key markets within just 1 year of launch for Aer Car NPD
• Successfully launched Aer Plug as an upgrade solution within room fresheners, leading to sizeable adoption and omni-channel expansion within 6 months of launc
• Conducted rigorous study on impact of fragrance nomenclature on purchase confidence, thereby influencing major design changes
• Collaborated with various channels to streamline pack strategy, with new packs contributing to bulk of incremental growth
• Co-designed market development programs and oversaw rapid conversion of NTs in markets with low A2T ratios, triggering network effects

Key Achievements:

• Consolidated market leadership across both home and car fragrances
• MAT HHP increase by 90 bps
• Sequential value share gains of 200+ bps on portfolio
• Delivery of 20%+ value growth on portfolio with bottomline improvement by 80 bps

• Conducted consumer research and analysis to identify potential sources of growth
• Partnered with equity team on developing key messaging to support the proposition
• Translated consumer targeting into media targeting for appropriate channel/vehicle/geog. selection
• Media strategy to maximize relevant reach within TG with lower incremental marginal costs
• Worked with activations team to setup D2D for market development by targeting ANTs
• Worked with channels to devise new packaging solutions to reinforce proposition at POS

Key Achievements (Magic HW):

• MAT HHP increase by 80 bps
• Sequential volume share gains of 150bps in AMJ '23
• GSOS 400 bps ahead of Vol MS
• Delivery of highest ever physical and mental availability in JAS '23
• Delivery of 50%+ volume growth YTD FY'24

• Setup the Door-2-door selling channel and rural wall painting division
• Ensured appropriate targeting basis penetration gain goals in relevant TCL/NCCS
• Developed spiels and assisting collaterals to enable promoters to convert ANTs
• Worked with IT team to setup state of the art IT infrastructure to support 4K active promoters and 10K concurrent transactions
• Setup a strong network of KOLs(Asha/Anganwadi workers)

Key achievements:

• Highest ever productivity in industry with 100% digitization of consumer records
• Over-delivered on planned conversions for all brands

Key achievements/Godrej Way Awards:

Excellence in concurrent micro marketing (CMM) :

• Anti-GLORI CMM campaign for countering new threat in MP-Ujjain and UP – Oudh
• NO.1 Ki Diwar; one of its kind large scale shelve visibility with 4000+ displays

Excellence in in market visibility execution on Hygiene range

• Dangal – New trier addition to Magic HW through wet-sampling

Over delivery on Secondary AOP target for relevant categories by 120% in FY ‘21

Over delivery on BTL optimization targets; 17% lower spends than plan in FY ‘21

Responsible for divisional sales development and channel hygiene KPIs:

• Emerging Channel development : Design, implementation and manning of new channels of future
• Sales development metrics : Delivery on KPIs like unique lines sold, lines sold/bill and priority lines sold
• Channel Partner management : Ensured healthy ROI guarantee to all key channel partners; Involved risk assessment and early warning indicators on financial health deterioration

Key Achievements:

• Highest growth achieved in country in SAMT(45%)
• Highest Indirect channel serviced fill rates in Dmart (77%)
• Highest SAMT and Dmart asset compliance in the country (96%)

Key achievements:

• Received Sales Director recognition for delivering 19% growth during transition period
• Received Sales Director recognition for ensuring business delivery during transport strike

Nominated from the North Region for the coveted Leadership @ MARS program