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
10
10
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).
- Led digital-first trade marketing initiatives across social media, paid/organic digital platforms, content and influencer activations, strengthening brand visibility and engagement across customer touchpoints.
- Partnered with agencies and internal teams to drive digital campaigns, leverage platform insights and performance metrics, and translate market intelligence into measurable marketing and business outcomes.
- 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