Summary
Overview
Work History
Education
Skills
Websites
Accomplishments
Strengths And Skills
Timeline
Generic

VAIDEHI B AYYAR

Trade Marketing, Brand & Retail Professional
Pune

Summary

I am an experienced Marketing and Retail Strategy Professional with over eight years of work experience. Expertise in Trade Marketing, Product Marketing, Brand Management & Activations, ATL & BTL Campaign Planning, Digital Marketing, GTM & Product Launches, PoS Planning & Branding. My strong expertise in retail operations and stakeholder collaboration has led to significant sales growth and successful product launches in my career.

Overview

9
9
years of professional experience
2
2
years of post-secondary education

Work History

Manager, Trade Marketing

Hansgrohe India
12.2021 - Current
  • Company Overview: One of the world's top German manufacturers of premium bathroom and kitchen fittings
  • Led national trade marketing initiatives including PoS rollouts, PoS renovations, showroom branding, Display product penetration and architect-dealer activations to boost visibility and sales.
  • Drove 360° campaign planning & execution across ATL/BTL, in-store promotions, and digital media (Meta/Google), ensuring localized impact and strong ROI (budget planning included).
  • Design & Execution in-store & ATL campaigns: by driving PoS display, in-store campaigns, merchandise planning, activation toolkits, media coverage of events, presentation suitcases, brochures & brand assets/marketing collaterals, product samples, sell-in videos, training programs & np launch events.
  • Managed NPL & GTM strategies for new product categories (Ceramics, Rainfinity), from launch planning and content to dealer training and showroom integration..
  • Created and standardized PoSM, PoS display guidelines, branding manuals, & merchandising toolkits for showrooms and partners, enhancing product storytelling and consumer engagement.
  • Planned and executed performance-driven Brand Activations, resulting in increased footfall, category penetration, and average ticket size.
  • Budget, Expense Clearance, Cost Optimization: Driving marketing budget & spends.
  • Cross functional work with Product, PR, field sales teams to execute national marketing plans

Retail Business Manager

Titan Company Ltd
05.2018 - 12.2021
  • Company Overview: Renowned company in the watches and accessories industry
  • Managed 16 stores in Maharashtra, driving sales targets for watches and accessories.
  • Strengthened franchise relations and ensured billing adherence.
  • Drove NPI launches and seasonal campaigns.
  • Increased footfall via cross-collabs, driving key metrics, and brand tie-ups.
  • Applied TOC for optimal stock mix, enhancing inventory control.
  • Led Titan store revamps, resulting in over 30% sales growth.
  • Renowned company in the watches and accessories industry

Assistant Category Manager, Space Planning, Foods of India (FMCG)

Aditya Birla Retail Limited
Mumbai
01.2017 - 04.2018
  • Company Overview: A major player in retail industry offering diverse products
  • Category Planning, Buying & Merchandising for regional snacks and staples.
  • Maximized ROI per sq. ft. with effective category Space planning.
  • Enhanced profitability through improved fill rates & assortment.
  • Launched high-performing products by identifying market gaps.
  • Boosted sales via in-store promotions and competitor analysis.
  • Achieved 99% fill rate in FOI, significantly increasing sales.
  • A major player in retail industry offering diverse products

Management Trainee - Retail Ops

Aditya Birla Retail Limited
06.2016 - 01.2017
  • Company Overview: Leading supermarket chain providing a wide range of products
  • Completed Retail Leadership Program with hands-on retail ops experience.
  • Gained skills in sales, inventory & customer engagement.
  • Leading supermarket chain providing a wide range of products

Education

PGDM - Marketing

Balaji Institute of Modern Management
06.2014 - 06.2016

B.Com - undefined

Brihan Maharashtra College of Commerce

High School - undefined

Gokuldham High School

Skills

  • Trade Marketing

  • Product Marketing

  • NPI GTM Strategy/Launch Planning

  • BTL, Events and In-store Consumer Promotions

  • ATL & Digital Marketing

  • Brand Management & Brand Activation

  • Marketing Campaign Strategy & Execution

  • Showroom Development

Accomplishments

  • Best Practice Award Contribution, Contributed to Hansgrohe India Marketing's Global Marketing Meet 2022 Best Practice Award for spearheading Axor revamp showroom development.
  • Performer of the Quarter, Led rebate programs & showroom renovations, earning Performer of the Quarter.
  • Showroom Renovation & Expansion, Contributed to Hansgrohe showroom expansion from 58 to 242, enhancing nationwide penetration.
  • Category Expansion, Led the Ceramics, Drains & Western Commode activation plan, completing 100 showroom displays with strategic branding and in-store campaigns.

Strengths And Skills

Expertise in Trade Marketing (GTM & Brand Activations), POS & Showroom Branding Optimization, Brand positioning, Customer Engagement & Vendor Mgmt, Category Expansion, Marketing, NPI GTM Strategy, BTL, Category Expansion, Showroom Development, Campaign Management

Timeline

Manager, Trade Marketing

Hansgrohe India
12.2021 - Current

Retail Business Manager

Titan Company Ltd
05.2018 - 12.2021

Assistant Category Manager, Space Planning, Foods of India (FMCG)

Aditya Birla Retail Limited
01.2017 - 04.2018

Management Trainee - Retail Ops

Aditya Birla Retail Limited
06.2016 - 01.2017

PGDM - Marketing

Balaji Institute of Modern Management
06.2014 - 06.2016

B.Com - undefined

Brihan Maharashtra College of Commerce

High School - undefined

Gokuldham High School

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VAIDEHI B AYYARTrade Marketing, Brand & Retail Professional