Summary
Overview
Work History
Education
Skills
Timeline
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Vaishnavi Upadhye

Vaishnavi Upadhye

Mumbai

Summary

Dynamic marketer with expertise in Brand Management, specializing in offline brand strategy and market presence for D2C brands. Proven track record in enhancing brand alliances at SUGAR Cosmetics and driving significant sales growth in FMCG and consumer durables. Strong ability to navigate general trade, modern trade, and alternate channels to maximize brand visibility and market impact.

Overview

4
4
years of professional experience

Work History

Brand Head - Offline

Nova Nova, Brio Hospitality Pvt Ltd
Mumbai
12.2023 - Current
  • Led offline brand strategy across General Trade and Modern Trade, enhancing awareness and sales at over 10,000 retail touchpoints.
  • Designed and executed integrated marketing campaigns, including visibility plans and bundling strategies tailored to market dynamics.
  • Conducted market research to gather retailer insights, optimizing SKU offerings and regional pricing for improved sales performance.
  • Managed BTL marketing budgets, ensuring effective spend optimization and ROI-positive retail activations across various geographies.
  • Collaborated with cross-functional teams to align go-to-market plans, ensuring readiness for product launches.
  • Tracked and analyzed retail KPIs and offtake data, facilitating data-driven decision-making processes.
  • Built relationships with agencies to ensure quality execution of branding campaigns and timely deliverables.
  • Spearheaded brand representation in modern trade formats, coordinating with chains for compliance and promotional visibility.

Asst. Manager, Brand Alliances and Partnerships

SUGAR Cosmetics
Mumbai
04.2025 - 11.2025
  • Identified, developed and evaluated marketing strategies for D2C channel to boost sales
  • Spearheaded strategic brand partnerships with brands like Titan, Giva, Bombay Shaving Company, Clovia, Mivi, Lavie, Noise, etc. Led bill-buster campaigns, elevating the AOV by 30%.
  • Crafted a compelling proposal for SUGAR's exclusive IP, SUGARvaar, highlighting mutual benefits and brand alignment.
  • Attained 57% revenue growth and boosted customer retention by 34% via SUGARvaar.
  • Evaluated financial aspects and ROI of marketing campaigns to optimize resource allocation.

Management Trainee - Sr. Sales Executive

Franke Faber India Pvt Ltd
Mumbai
11.2021 - 03.2023
  • Managed general trade operations across Thane, Kalyan, Navi Mumbai, and Vidarbha, implementing DMDC strategies to address market gaps.
  • Pioneered EBO expansion initiatives in Nagpur, Dombivli, and Panvel to enhance market presence.
  • Developed consumer promotion schemes tailored for GT and MT customers to drive engagement.
  • Achieved record sales for GT in August 2022 within Mumbai metropolitan region, realizing 70% year-over-year growth.
  • Strengthened brand positioning through shop-in-shop branding and strategic partnerships in Vidarbha market.
  • Revitalized dealer network in Vidarbha, attaining 34% year-over-year sales increase.

Education

MBA - Marketing

Balaji Institute of Modern Management
Pune
01-2022

B.E. - E&TC

Savitribai Phule Pune University
Pune
01-2018

Skills

  • Brand strategy development
  • Team leadership
  • Market research and analysis
  • Retail analytics
  • Budget management
  • GTM strategy
  • Agency management

Timeline

Asst. Manager, Brand Alliances and Partnerships

SUGAR Cosmetics
04.2025 - 11.2025

Brand Head - Offline

Nova Nova, Brio Hospitality Pvt Ltd
12.2023 - Current

Management Trainee - Sr. Sales Executive

Franke Faber India Pvt Ltd
11.2021 - 03.2023

MBA - Marketing

Balaji Institute of Modern Management

B.E. - E&TC

Savitribai Phule Pune University

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Vaishnavi Upadhye