Vijay Dev
Summary
Seasoned Marketing Leader with 15+ years of driving marketing strategy, brand transformation, category growth, and innovation across leading global beverage/FMCG brands.
Proven track record in leading high-impact teams, driving P&Ls, and delivering consistent double-digit growth through integrated consumer marketing, digital-first campaigns. Adept at building purpose-driven brand equity, leveraging data driven insights, and influencing senior stakeholders to deliver scalable marketing outcomes.
Advocate of marketing innovation, digital transformation, and purpose-driven brand storytelling.
Passionate about automotive design, cultural heritage, and mentoring next-gen marketers.
Overview
15
15
years of professional experience
Work History
Marketing Controller/Head – Global Whiskies
Bacardi India
04.2020 - Current
- Manage Scotches category & team to deliver EFO, brand growths measured by volume, value, market shares & equity YOY
- Developed long-term portfolio architecture and innovation pipeline aligned with business goals.
- Built a high-performing marketing team focused on innovation, data-led decisions. Champion team mentoring and development, fostering a culture of excellence and marketing innovation.
- Spearheaded marketing for the Global Whiskies category, achieving 3x growth in brand volume and value (2022–24).
- Drove record brand health and equity scores for Dewar’s; positioned it as No.3 scotch brand in on-trade in India (What’s India Drinking Report 2023).
- Delivered category defining brand campaigns including You Got Chef’d (Season 3) and The Next Highlander with Hardik Pandya coupled with first ever experiential campaigns & partnerships.
- Led cross functional team to deliver first non-alcoholic brand extension campaign, expanding reach to mindful premium consumers.
- Drove strategic brand planning and performance marketing efforts, resulting in a 20% conversion lift from awareness to trial.
Regional Trade Marketing Manager- South India
Bacardi India
08.2017 - 03.2020
- Managed Marketing Operations for South India, developing region-specific brand and activation strategies to maximise market shares, Value & Volume growths.
- Delivered consistent volume/value growth (6–48%) across premium, mid-tier, and mass brands.
- Positioned South India as the lead growth engine for the Scotch & low proof category through tailored GTM and brand strategy.
Senior Manager- Customer Marketing- South India
Diageo India
03.2013 - 08.2017
- Executed a turnaround brand strategy for McDowell’s No.1, delivering 30% volume growth and +5% shares in key markets.
- Enabled commercial success of new products through market mapping, positioning, and channel deployment.
- Led customer marketing team & strategy for largest category of brands with RSV of INR 4500+ Cr annually.
Sales & Key Account Management Roles - South India
AB InBev | SABMiller | Geoscope India | SPAR
12.2009 - 03.2013
- Held progressive sales & key accounts management roles across leading beverage & retail firms, driving volume growth and outlet expansion.
- Drove customer engagement, Collaborated with retail/key account partners to implement joint business plans across states for business delivery.
Education
Advanced Artificial Intelligence-Powered Marketing - Marketing
Indian Institute of Management- Calcutta
Kolkata, India01-2023
Post Graduate Diploma In Business Management - International Business, Marketing & Finance
MATS Institute of Management & Entrepreneurship
Bengaluru, India05-2010
Management Development Program - Strategic Brand Management
Indian Institute of Management- Calcutta
Kolkata, India06-2012
Bachelor of Business Management - Marketing
University of Mysore
Mysore, India06-2008
Skills
- Marketing Leadership
- Brand Strategy & Transformation
- Full-Funnel Campaign Management
- Innovation & Category Development
- P&L Ownership & Business Planning
- Digital & Performance Marketing
- Go-to-Market Execution
- Consumer & Trade Marketing
- Cross-functional Collaboration
- Team Building & Mentorship
Timeline
Marketing Controller/Head – Global Whiskies
Bacardi India
04.2020 - Current
Regional Trade Marketing Manager- South India
Bacardi India
08.2017 - 03.2020
Senior Manager- Customer Marketing- South India
Diageo India
03.2013 - 08.2017
Sales & Key Account Management Roles - South India
AB InBev | SABMiller | Geoscope India | SPAR
12.2009 - 03.2013
Advanced Artificial Intelligence-Powered Marketing - Marketing
Indian Institute of Management- Calcutta
Post Graduate Diploma In Business Management - International Business, Marketing & Finance
MATS Institute of Management & Entrepreneurship
Management Development Program - Strategic Brand Management
Indian Institute of Management- Calcutta
Bachelor of Business Management - Marketing
University of Mysore
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