Anusha T Email and Phone Number

Accountable for achievement of Net sales and margin while driving market share Worked with the creative agency and developed a new IMC campaign with Virat Kohli on Colgate Super Flexi.o Overall brand Equity measures and market shares up for Super flexi in 2016 Launched Colgate Super Flexi Black which has driven incremental shares in the launch markets for Colgate Commercialized Colgate A1 toothbrush which was developed in India to take on a local competitor o Developed a 10 second TV communication to air in Regional channels for select marketso A1 has registered strong shares in launch markets and is driving incremental Share of market in these states.o Worked on all aspects of the launch and developed a strong GTM along with the Commercial team. Launched Colgate Star, an entry bundle to leverage the bottom of the pyramid opportunity in select marketso Worked with internal stakeholders (Sourcing, Technical, Manufacturing and finance) to develop a low cost bundle  Working on multiple packaging refreshes to be in market in 2017. o Identifying the right packaging on the different toothbrushes while ensuring synergies across the packso Packaging revite executed on Super Flexi (No 1 brand) and on Kids bundles

Drove strong commercial processes on PCP and Mouthwash categories while working on Roadmaps for Liquid Hand Wash, Body Wash and Mouth Wash Planned and executed a strong grid on mouthwash which included activation, in store and promotional grido Mouthwash Shares grew during this period Built synergies with Toothpaste on Plax Active Salt Mouthwash by developing a 5 second TVC to tag on with toothpaste Worked with the Insights team to drive an exploratory research to understand the Mouthwash Category.o Currently being used to develop a strong IMC campaign Developed a strong road Map for both Liquid Hand Wash and Body Wash which is being rolled out Launched four variants of Palmolive Liquid Hand wash in coordination with the Commercial team; liaised with the creative agencies to develop outdoor, print and in-store campaigns. o 3+ SOM in Modern Trade Customers during the launch periodo Instore developed with agency was featured for its design in Modern Trade in Point of Purchase Magazine and the Fragrance Card created for Modern Trade was featured in Print Week Awards Magazine

Responsible for 5P strategy for Modern Trade and worked towards driving premiumization and shares in Modern Trade Worked with Marketing teams on New Product launches starting from placement to Point of Purchase strategyo Developed strong selling stories to ensure listing of new productso Part of Go-To-Market team for the launch of Visible White; Strong Instore plans and Customer Engagement plans ensured 5.0 SOM in the first few months in Modern Tradeo Received 2 You Can Make a difference awards(YCMADs) for new product launches Conceptualized, designed and implemented “Category Branding” for Key customers like FVRL, Reliance as well as standalone super markets across over 800 stores. Customer Marketing lead in cross functional team to fight back competition; successfully pushed back competitive entry into Toothpastes through Strong Preemptive planning  Rolled out Toothpaste Planogram for Modern Trade outlets by format and by type to ensure both Conversion and Premiumization; developed selling stories and guidelines for field team to execute flawlessly. Developed new shopper solutions for Modern Trade to drive efficiencies and uniformity  Worked with Insights team to understand “Purchase Decision Hierarchy” for Modern Trade. Designed the modules for a first ever “Standalone Modern Trade workshop” for key retailers from South, that helped in improving engagement levels with these key stores and aided field teams to get some key wins with these stores. Conceptualized and rolled out the Certified Store Program to drive in store excellence; helped the teams understand and focus on key deliverables in Modern Trade, A best practice in Colgate and currently a way of life for Colgate Field Force in Modern Trade

Deliverables included business growth and planning, direct coverage expansion, ensuring top class activity & In-Store execution while managing the team of 42 distributors, 4 Customer development officers and 4 PSRs Developed the road map with the team for “Super Stockist dismantling in Belgaum” and Initiated Implementation of the same which resulted in strong growths Worked with Gulbarga Super Stockist to improve village coverage through subsidies for the indirect stockists. This resulted in strong growths and Gulbarga zone was one of the top zones in South branch in the year of 2011 Grew business in the MT outlets in Gulbarga through customized planograms and shopper initiatives. Worked with the local Big Bazaar teams and conducted free dental checkups and chill tests to drive Colgate new launches.

Responsible for all Trade, Instore activations on Toothbrush, PCP, while identifying local opportunities to drive Toothbrush/PCP business Developed several Toothbrush shopper Solutions that were implemented in Modern Trade and General Stores. Received a You Can Make a difference Award for the General store shopper solution. Developed a special program for high throughput Standalone Modern Trade outlets in South to ensure better customer relationships and better visibility. This resulted in better customer relationships and increased growths in these stores versus rest of Modern Trade. Worked with Kerala team on margin transition in wholesale and retail for a specific bundle to drive profitability

Worked on Specific Projects in South branch. Worked independently in Andhra Pradesh to understand the impact of Self Help Groups in Rural development and developed a model for Colgate.  Worked with the Tamil Nadu team on the functioning of co-operatives which is an opportunity for FMCGs. Developed a short note on engagement with the co-operatives to ensure we are able to leverage the same

Gained hands on experience in Consumer Marketing, Sales, Customer Marketing departments of the company.  Conceptualized and Executed Oral Health Month 2008 in the Consumer marketing Stint Identified the different types of wholesalers and developed parameters to classify them, which was implemented and used till date to sharpen Colgate’s 5P strategies

Worked closely with subject matter experts to conceptualize, design, and develop learning solutions that target learning objectives for Microsoft eLearning. Worked on a series of nine eLearning courses Key responsibilities were Content development, visualization, authoring self-assessments, and interfacing with SME Was the first from the company to author a new interactive component developed by Microsoft eLearning Played a key role in streamlining and reviewing the course during the testing phaseRetail/ FMCG , Trade/Customer Marketing, Market Analysis/ Research, Brand Management, Shopper Marketing, Market Intelligence/ Trends, Shopper & Consumer Insight, Pricing Strategy, Marketing Communications, Product launches, Promotional Strategy, Team Management