Managing the brand promotion and marketing campaigns of brands from retail, banking and consumer durable industries

As the retail marketing manager at Landmark Group, I am responsible for driving business revenue via effective marketing promotions. Major responsibilities are*Managing the marketing budget* Planning and executing ATL, BTL, Digital campaigns.*Deploying signages, POPs, in-shop branding.*Generating leads/footfalls via cross promotions and BTL promotions.*Collaborating with external partners and vendors.* Own up the revenue target for the region and support store managers, retail executives, and promoters to achieve the net sales and profit objectives for the respective stores.

 Business Development -Implement a robust marketing strategy for the IFB Point Franchise/MBOs to achieve business goals. Generate leads by innovative marketing strategy and mediums such as digital platforms, partnership with external brands, events, etc. Brand management – Production and deployment of signages, POPs, In-shop branding, merchandising in the sales counters.  Marketing budget management - Planning & budgeting for TV, radio, OOH, digital campaigns, POS/POP merchandise, etc Conceptualize and develop communication collaterals Managing the store managers, retail executives and drive and achieve Net Sales and Profit objectives for the portfolio Implement portfolio management strategy with resource allocation, pricing, product mix, product rationalization, promotion, forecasting, channel strategies, etc. Collaborate with cross functions and enabling them to deliver annual business commitments Partner with regional and national teams for brand planning, product launches, supply planning, and market-specific support and needs. Driving secondary sales from MBOS,LFRs,EBO .Significant Highlights Spearheaded the store expansion plans in the state and count of touch points were increased from 20 to 34 during 2019-2020. Increased the business contribution from retail division from 5 to 12% of the total branch revenue. Played a pivot role in the launching and implementation of new CRM tool and successfully managed the transition.  Conceptualized and Implemented various partnering programs with NBFCs, Banks, PSUs and created alternative revenue streams for business growth. Retail – Kerala topped the national ranking on YOY growth consecutively for 10 months during 2019-20. Lead-managed various trade marketing programmes for EBOs , LFRs& MBOs.

 Driving secondary sales from chain stores & brand shops via brand promoters Enable sales team by driving high levels of engagement and providing updated sales aid, customer communication material, presentation content and training, as needed. Marketing Management - Production and deployment of GSB, FLB, POPs, Inshop branding, merchandising in the counters.  Planning and managing brand activation calendar, marketing budget and trade engagement programmes Media budgeting and planning for TV,radio,OOH & digital campaigns Team Management- Management of store promoters & team leaders Vendor Management – Manage and develop marketing vendorsSignificant Highlights Topped in national ranking in CSR productivity consecutively for 10 months in 2017-18. Clocked the ever highest secondary business of 76k units of appliances in 2017 onam season Driven result oriented local engagement activities for EBOs Experience of handling larger teams – Managed the field team of 180 members and registered consistent revenue growth

Significant HighlightsSignificant Highlights Played a key role in the launch of 3G and 4G in Kerala Improved the Circle visibility ranking nationally  Driven result oriented local engagement activities to promote Mpesa/3G/4G services. Managed large scale merchandising – handled merchandising of 7k telecom outlets

Significant Highlights Played a key role in maintaining brand score for Kerala in IMRB research by introducing innovative brand signages and BTL activities. Rendered support to the national product team for successful product launches Pivotal in driving the ground level activity to promote the product for which the state registered the highest MOU (32%) in STD usage. Bring down the LUT sites in the zone from 22 to 10 via various ground promotion activities. Instrumental in implementing communication plans to generate awareness of new product launches at state level. Demonstrated skills and abilities in introducing cost effective collaterals to support the sales force to accelerate the consumer acquisition.

Manage campaigns of FMCG/Retail brands and looked after the functions pertaining to retail/in store visibility in national level.Responsible for identifying & maintenance of potential Outdoor sites,suggesting print & TV media to launch new products/tactical campaigns etc in national level. Planning & executing the ground level promotion activities, in-store promotions, exhibitions, road shows, Mall promotion etc.Prepare annual/seasonal media plan and budgets.Responsible for market researches for product, consumer and competition