Vrinda Sharma

• P&L ownership to grow TWC FMCG vertical at 20 cr business by 2024 current revenue growth 40 lacs to 1.2 Cr monthly average revenue by Nov-23 .

• Revamping their current brand positioning and developing the complete marketing mix for the existing portfolio as well as the master brand.

• Expanding the current CPG portfolio by developing product ,packaging ,pricing , proposition ,promotion strategy and launching new RTD /RTE/home coffee consumption/merchandise SKU for TWC .

• Building and executing growth marketing strategy for the new range.

• "Earthworm is an futuristic early stage startup that is focused on clean lifestyle transformation using social commerce as the key means to bring about substantial behavioral change."

• Building the Personal Care Ecommerce business vertical for Earthworm by curating and onboarding clean Indian and international personal care brand partners to activate ecommerce operations for the platform.
• Developing ecommerce business operations and P&L optimization strategy .

• Content development and curating creator programs for the platform.
• Creating path breaking holistic & experiential content marketing strategy and execution structures to revolutionaries social-commerce in India .
• Conceptualizing and developing the core content structure & space that would be fleshed out as the key offering to the consumer on earthworm.
• Activating and Executing the creator program by identifying & onboarding exemplary creative talent along with devising the right content and talent fit for communication assets.

• Leading the Brand Development vertical for Ponds skin cleansing portfolio in India Revamping the core brand marketing mix for ponds to improve brand penetration, awareness and trial in metros & semi-urban parts of India .
• Repositioning Pond's bright beauty portfolio as a spot-less glow enhancing product and not just a fairness product to align the brand story with the evolved definition of beauty for core TG .
• Working along with Unilever's global R&D team to develop a winning product that delights Indian consumers while maintaining healthy product margins .
• Undertaking the complete communication development process starting from consumer insight research ,concept testing , proposition validation with research agency partners, assets development and winning comm's development with advertising agency partner .
• Designing Media calendars , on ground activations plan & digital activations calendar to achieve the defined Y1 ,Y2 ITO targets for the relaunch.
• Supported the brand building team to develop a profitable new market development model to increase portfolio penetration in tier 2 cities across India .
• Restructured the price gram mix for southern Indian market which is more price sensitive & value conscious towards the beauty segment..
• Developed customized extension of global marketing mix for bangladesh to accelerate growth KPI for the market .
• Leading New Sunscreen product portfolio development for india and indonesia , 2 distinct yet fast growing beauty markets globally .

• Designing consumer centric communication , product and packing mix for Lifebuoy Bar soaps in india with key focus on rural and semi urban markets to accelerate brand penetration and share among non hygiene products user by creating linear proposition and impactful product assortment that resonated with target consumer.
• Relaunched lifebuoy soaps core portfolio in west and south india with new winning product , packaging and unique evolved Naturals proposition for a hygiene savvy consumer that were lapsing out of hygiene space .

• Lead the development ,launch and marketing of lifebuoys unique interactive Tele- health health platform " Lifebuoy Mobile DOCTORNI " a Free interactive medical advisory AI video bot designed to make health information available to rural and semi urban masses in North India who don't have easy access to health care services specially during the COVID19 out brake .
• Vigorously driving multiple PSA communication campaigns for lifebuoy during COVID outbreak on all ATL/BTL consumer touch points .

• Driving lifebuoy 's Brand Revival mix in challenging saturated markets with key focus on revamping " Lifebuoy's brand image from a cheap mass brand to a premium hygiene soap in a highly competitive market like Sri Lanka and Pakistan that have strong presence of premium hygiene brands like Safeguard and DETTOL"

• Developed new competition beating product , packaging and proposition along with effective communication strategy and pricing structure for the complete liquid and bars portfolio in key south Asian markets adding to overall growth of the brand in the region .

• Developing and executing .E-commerce business growth , digital and content marketing strategy to accelerate skin cleaning products trial for Ayush ( Unilever's premium ayurvedic personal care range) across India.
• Managing sales and ATL/BTL branding activity in both modern & general trade channels in south india .
• Media planning and content development for soaps and face wash portfolio.

• Driving market development for the lifebuoy liquids portfolio (Hand wash, sanitizers, body wash) to upgrade mass premium consumer who using soap for hygiene to a more evolved product experience format .
• By curating the market development model for product adoption with identification of right TG, value drivers , sales channels and packs . Launching the trial packs for lifebuoy handwash , sanitizer to drive product adaptation in tier 1& 2 cities.
• launching the premium Dove hand wash range in india by localizing the global mix for Indian consumers .
• Executing all key business and marketing operation activities for the portfolio leading to a 0.2% penetration increase and 2 % share growth.

Key projects

• Worked on marketing strategy development and execution for close relaunch campaign.
• Design launch campaign for Ayush in south India .

• Worked on optimizing the key channel distribution strategy , vertical channel growth plans and sales development for coke , maza and kinley in Bengaluru.