VEERAMANIKANDAN R
EXECUTIVE-REGIONAL TRADE MARKETING
Chennai,TN
Summary
Dynamic trade marketing professional with over 8 years of proven expertise in executing ATL and BTL strategies, driving retail expansion, and enhancing distributor-led sales within the FMCG , Apparels and lubrication sectors. Demonstrated ability to create impactful in-store experiences, manage extensive vendor networks, and foster strong channel partner relationships. Currently enhancing skills in digital marketing to seamlessly integrate offline and online campaigns that elevate market share and amplify brand visibility. Committed to leveraging innovative marketing approaches to achieve measurable results and drive business growth.
Overview
8
8
years of professional experience
1
1
Certification
2
2
Languages
Work History
Executive-Regional Trade Marketing
UNIBIC FOODS INDIA PVT LTD
06.2023 - Current
- Executed impactful marketing programs and promotions, boosting sales by 15% and enhancing brand presence.
- Designed and implemented brand strategies and BTL activation's that increased in-store brand visibility by 30% and drove measurable sales growth.
- Planned and executed product launches across multiple retail channels, achieving up to 25% above target sales during launch periods.
- Led trade marketing campaigns in collaboration with sales, marketing, and cross-functional teams, ensuring consistent brand positioning and strong market penetration.
- Managed vendor relationships and negotiated contracts, reducing campaign costs by 15% while enhancing execution quality.
- Led business reviews with distributors, identifying gaps and implementing plans for a 20% improvement in efficiency.
- Optimized retail branding and merchandising initiatives, ensuring 100% compliance with visual guidelines across 200+ outlets.
- Interviewed, recruited and trained new onboarding candidates.
- Identified trends and assessed opportunities to improve processes and execution.
Senior Officer-Regional Trade Marketing
PAGE INDUSTRIES LTD(JOCKEY)
09.2019 - 06.2023
- Executed end-to-end trade marketing initiatives, including campaign planning, channel visibility, and promotional strategies, resulting in a 20% uplift in in- store conversion rates.
- Led branding and deployment of SIS, Modules, POP’S across MBOs, EBOs, and kiosks, ensuring consistent brand identity and driving footfall growth of 25% across priority outlets.
- Managed production and timely distribution of POP/POSM collaterals, OOH media, and packaging materials, improving retail visibility and contributing to an increase in regional sales.
- Organized and represented the brand in trade expos and retail events, boosting B2B engagement and brand recall.
- Spearheaded the launch and branding of 100+ Elite/Flagship outlets, increasing premium product visibility and contributing to a 12% uplift in high- margin SKU sales.
- Collaborated with sales teams and distributor partners to track performance, optimize activation's, and achieve quarterly sales targets with consistency across key markets.
- Implemented innovative process improvements that enhanced productivity and reduced operational costs.
- Collaborated with stakeholders to define project scope, objectives, and deliverables for successful outcomes.
Trade Marketing Representative
EXXON MOBIL(DENAVE INDIA PVT LTD)
06.2018 - 06.2019
- Developed and executed targeted Trade campaigns, resulting in a 25% increase in lead generation.
- Facilitated new dealer registrations and mechanic enrollments to expand channel reach and engagement.
- Executed in-shop branding and dealer board installations to strengthen brand visibility at the point of sale.
- Organized canopy activities, chai-pani meets, and dealer meets to drive product awareness and relationship building.
- Launched and managed loyalty programs (Coupons) and scheme conversions.
Sales Executive
MOBIKON
05.2017 - 05.2018
- Managed secondary sales for assigned territory, achieving quarterly targets consistently.
- Built strong relationships with Business owners and Hoteliers, resulting in a 25% increase in upselling sales coverage.
- Collected market insights and competitor data to support pricing and promotional decisions.
- Onboarded and trained new partners, contributing to an expansion in active base.
- Delivered exceptional customer service, resulting in a high percentage of repeat business and client referrals.
- Analyzed sales data regularly to monitor progress towards goals and make necessary adjustments to strategy as needed.
Education
B.E - Mechanical
Hindusthan Institute of Technology
Coimbatore, India 04.2001 -
Higher Secondary - undefined
St Pauls Matriculation Higher Secondary School
01.2013
Skills
Channel & Distributor Management
Certification
I am currently pursuing a Digital Marketing course from MICA, Ahmedabad, covering SEO, social media marketing, Google Analytics, WordPress, and other digital tools. This program is enhancing my skills in campaign planning, content strategy, and performance tracking, enabling me to integrate digital strategies with my trade marketing experience for impactful omnichannel brand execution.
Timeline
Executive-Regional Trade Marketing
UNIBIC FOODS INDIA PVT LTD
06.2023 - Current
Senior Officer-Regional Trade Marketing
PAGE INDUSTRIES LTD(JOCKEY)
09.2019 - 06.2023
Trade Marketing Representative
EXXON MOBIL(DENAVE INDIA PVT LTD)
06.2018 - 06.2019
Sales Executive
MOBIKON
05.2017 - 05.2018
B.E - Mechanical
Hindusthan Institute of Technology
04.2001 -
Higher Secondary - undefined
St Pauls Matriculation Higher Secondary School
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