Yuvraj Singh
Head Of Marketing
New Delhi
Summary
Dynamic marketing leader with extensive experience in crafting and executing impactful campaigns and strategies. Expertise in digital marketing, brand management, and market analysis drives innovative solutions that enhance brand visibility and engagement. A strong advocate for team collaboration, consistently delivering measurable results while fostering a culture of creativity and accountability. Adaptable and dependable, thriving in fast-paced environments that demand agility and strategic thinking.
Overview
15
15
years of professional experience
Work History
Head of Marketing
ATS HomeKraft
03.2021 - Current
- Responsible for the development of the brand: preparing the annual marketing plan and executing a comprehensive ATL and BTL strategy for activations and projects across Residential, Retail and Commercial portfolio
- Redefined the brand positioning: worked extensively on the Brand Ideology defining the VMV Framework for the brand and thereby arriving at a unique Brand Positioning
- Preparing and executing the AOP: achieved 3.5x growth in revenue while ensuring savings in marketing spends of 29% over planned; spends/ revenue ratio of 1.05%
- Developing a coherent digital and social media strategy for brand promotions and sales - more than doubled the contribution of direct sales to ~ 25%
- Ensuring high impact launches: more than 85% of inventory sold within 3 months of launch Y-o-Y
- Managing PR: strategic initiatives undertaken including success stories, authored articles, interviews, and press releases
- Spearheading the foray into newer markets: LiveYourBest campaign over ATL and BTL mediums highlighting the unique offerings of the brand
- ATS HomeKraft awarded the 'Prestigious Rising Brand of India 2022' title by BARC Asia and Herald Global and multiple other awards & recognitions
Portfolio Marketing Manager (GM)
Lodha
09.2019 - 03.2021
- Led the marketing for entire Western portfolio (MMR) & Pune across 6 projects, responsible for Go-to-Market strategy for new launches and 360 deg marketing communication: overall portfolio of INR 1050 Cr
- Ensured 5 successful product launches: ~95% target achievement with optimized marketing spends (.65% spends/ revenue ratio)
- Led digital-first campaign to increase business of Lodha Bel-Air to INR 250 Cr annually (from INR 150 Cr in FY 2018-19) by creating a mix of differentiated positioning, curated offers, new catchment area etc.
- Planned and executed a digital focused strategy for Lodha Belmondo redefining the brand positioning and creating new consumer segments; achieved 100K+ followers on the brand's FB page
- #SeeItToBelieveIt - a unique BTL and social led round the year activation focused on getting the TG to experience the Lodha Belmondo lifestyle through special curated on-site events and post event amplification
- Created a Digital Asset Tool mirroring the entire sales journey over the digital medium. The tool helped sales team in conducting virtual site visits (during Covid)
Group Brand Manager (GM)
Lodha
04.2018 - 09.2019
- Brand Manager for Palava, a 4500-acre city, Lodha Groups' biggest brand (~20% by value and ~70% by volume) with an annual business value of over INR 2200 Cr
- GTM Strategy & Marketing Plan: Ownership of GTM strategies, new product launches, creative lifecycle management, market research, communication plan, digital and business channel management (NRI, Loyalty etc.)
- Spearheaded launch of 8 projects with overall target achievement of ~96%. Centre Park crowned as the most successful launch of the year for the organization; revenue of ~ INR 1300 Cr, 2800+ units
- Achieved a TOM of over 60% (industry avg of 20%) through critical consumer research and remedial actions
- Built community of 100K+ citizens on FB, increased engagement through BTL events and amplification of content
E-Commerce Manager, Personal Care
ITC Ltd
03.2015 - 07.2016
- Develop and set up E-tailing as a channel for brand building and sales for personal care product business
- Responsible for Channel development, Business target achievements, overall resource management, stock and supply chain management and various key marketing initiatives
- Understanding the dynamics of different account types and developing GTM strategy for the same; ensured successful business partnerships with 10 national accounts and various regional accounts
- Delivered the business numbers: 100% achievement with 5 times growth over last year - Engage and FDW achieved leadership position in 1 account and 2nd in two other accounts in respective categories
- Worked on optimizing the right SKU mix for the channel - introduced new SKUs exclusive to the channel
Asst Brand Manager, FDW
ITC Ltd
04.2014 - 03.2015
- Brand Planning: Develop business plans based on category dynamics, internal competencies, and competitive challenges
- New Product Development: Liaising with R&D division for product conceptualization & positioning
- Consumer Insight Mining: Insights through consumer immersions for product & communication development
- Successful development and launch of French Lavender variant including packaging, creative and GTM strategy - became largest selling variant within 3 months of launch
- Successful development and deployment of marketing mix for re-launch of the brand - defining the key brand proposition, pack design and graphics, in-store communication strategy and content design for media
- Designed a special trade and consumer input plan during Onam focusing on generating higher trials. Achieved 60% growth in sales during the period.
- Independently led the team towards development of new products - Spray Talc and Prickly Heat Powder
Asst Brand Manager, Shopper Marketing
ITC Ltd
05.2013 - 03.2014
- Ideation and development of In-store marketing campaigns for General as well as Modern Format stores
- Develop analytics in areas of sales & retail audit measures enabling effective planning & informed decision making
- Implemented effective In-store campaigns during launch of Vivel Love N Nourish and Engage Cologne Sprays to drive brand trials and influence consumer choice
- Appreciated for developing low-cost merchandising solutions for deployment in GT outlets as part of unpaid visibility
- Conceptualized and implemented a Pan India annual incentive program to drive natural and unpaid visibility
Management Trainee
ITC Ltd
06.2012 - 04.2013
Summer Intern
Kellogg's India Pvt Ltd
04.2011 - 06.2011
Education
MBA -
04.2001 -
B.Tech - IT
06-2010
AISSCE - CBSE
03-2005
Skills
Product marketing
Agency management
Advertising campaigns
Media planning
Strategic marketing
Marketing plan development
Performance metrics analysis
Digital marketing
Product launches
Campaign planning
Timeline
Head of Marketing - ATS HomeKraft
03.2021 - Current
Portfolio Marketing Manager (GM) - Lodha
09.2019 - 03.2021
Group Brand Manager (GM) - Lodha
04.2018 - 09.2019
E-Commerce Manager, Personal Care - ITC Ltd
03.2015 - 07.2016
Asst Brand Manager, FDW - ITC Ltd
04.2014 - 03.2015
Asst Brand Manager, Shopper Marketing - ITC Ltd
05.2013 - 03.2014
Management Trainee - ITC Ltd
06.2012 - 04.2013
Summer Intern - Kellogg's India Pvt Ltd
04.2011 - 06.2011
IIM Calcutta - MBA,
04.2001 -
MSIT - B.Tech, IT
DPS - AISSCE, CBSE
Summary - Profile Summary
Marketing professional holding PGDM degree from IIM Calcutta (2012) having worked and gained experience across varied sectors and industries such as FMCG, E- Commerce, Retail & Real Estate. 13+ years of comprehensive experience in Brand Management, Category Sales Management, P&L ownership, Channel Development, NPD and Consumer and Market research. Winner of 'Marketing Meister Award 2022' by BARC Asia and Herald Global and CEO's Award 'Creative Mind of the Year 2022' at ATS HomeKraft.