Brand & P&L responsibility Toothpaste & Toothpowder category INR 1600 Cr Turnover, 150 Cr+ budget, 4 Member team : 2 Senior BM (IIM) & 2 Brand Executives- Core Objective : Create Commercial Value through Brand growth & Profit Improvement Initiatives - HHP, Brand Health, Portfolio management, Media planning, Digital marketing, Activations & Research- Lead 5Y Innovation Pipeline for future benefits & formats in Toothpaste & Tooth Powder to meet emerging need states - Multicultural Marketing : Reach, Representation & Resonance in packaging/communication leading to penetrationWinner BW Marketing 40 under 40 2024, Winner Marketing Mind Millennial Award 2023.

Category Head for Largest Category for Dabur with World's No 1 Ayurvedic Toothpaste Dabur Red Toothpaste , Toothpowder Category & New Age innovation in Herb’l segment (Naturals, Whitening, Kids). Business size ~ 1600 cr , 12% spends with an enterprising team of senior brand managers (IIMs) and brand executives. Growing Brands -> Growing Penetration -> Driving Trials -> Building Mental & Physical Availability Key Initiatives : 1) Innovation 2.0 :- Step change innovation through Design thinking for a) Product Innovation b) Commercial Innovation 2) Consumer Understanding 2.0 : -Step change consumer understanding through a) Commissioning detailed researches through International agencies & Agencies with unique expertise b) Regional Initiatives to reach multi-cultural teams in language which is representative of the population and insights which resonate with their culture. b) Researching on shoppers to understand barriers to P2P – EC / MT c) Understanding media consumption habits – Optimize on Channel(Zee/Colors), Day part (Prime Time/Non Prime Time), Program level 3) Communication 2.0 : -Step change communication through a) Reinvent Brand Ambassadors to strengthen storytelling which lodges brand in long term memory b) Powerful Product integrations to build recall of product c) Leverage Technology like CGI/AI to delight and engage consumers d) Design as per Channel to deliver on Attention Metrics - TV : Traditional story arc , You Tube : Emerging story arc

Responsible for managing 2 Food Brands – Nutralite & Sampriti with products across Butter, Fat Spread, Mayonnaise, Chocolate Spread & Ghee with an annual turnover of 400 Cr. Leading a team of brand managers and driving portfolio & brand strategy, communication, NPD pipeline, line extension launches and overall P&L for both the brands.www.nutralite.comCore Objective : To Drive Trials by building Physical & Mental Availability of the Brand a) Long Term : Brand Management : Brand Architecture, Brand Key, Distinctive Brand Assets, Innovation b) Short Term : Brand Plan: Diagnosis, Strategy , Tactics , Budgeting and Brand Tracking annually c) NPD : Strategic Fitment, Consumer Research, Product Brief, Development, Testing & Deployment d) Digital & E Com Levers : Build Ecosystem to fasten the Awareness/Consideration to Trial Journey

Design & Execute Trade Strategy for Complan, Glucon-D, Nycil, Sugarfree, EverYuth & Nutralite with combined turnover of 2000+ Cr for (GT/MT/Ecom/Horeca/CSD) with Annual Budget of ~220 Cr and a team of 12 members. Work Plan Designed to Sell More , Spend Less (Spend Effectiveness) & Grow Market Share through•Creating Superior Shopping experience : Win the Store & Win in the Store across channels •Enabling Sales to up sell through : Building Capabilities , Providing Tools , Driving Motivation •Initiative Execution : Synchronize functions through Brand Calendar ; Speed to Shelf with Scale •Winning at ZMOT : Set up a Corporate Sampling Vertical to drive trial and delight shoppers at POS•Micro Marketing : Winning in Many India with differential input to grow market share Key Achievements:•Designed Corporate Loyalty Program: My Perfect Store for Top Weighted GT Outlets using shopper psychology principles to drive KBDs for superior on shelf presence. •Led Whitespace Launch & Leverage in Sugar Category: Sugarlite with GTM planning, FMOT Toolkit for GT & MT, Sales Enabler: Concept Sell using Persuasive Selling Format. •E.D.G.E: Designed a corporate program to deliver new initiative launches and drive distribution of select brands every month. All New Launches exceeded Booklet Nos on Value & Distribution •Conceptualized Direct To Consumer (DTC) Vertical for In Store Sampling (~7% Conversion), Out of Store Sampling & E Com sampling. Real time feedback for In Store Sampling and input to Brand •Modern Trade: Step change In Store presence through Thematic Activation like “EverYuth Summer Ready” & “Sugarfree Green KYC” to create WIN-WIN-WIN for shopper, account & organization. Reducing over-dependency on promo discount to build brand/category through shopper engagement.

•Business Head - Key Accounts, responsible for 55% of India Business across all Brands & Categories across Key Accounts Pan India•Leading JBP, Contract trade terms design & negotiation, Customer Profitability, Budget effectiveness through engagement with CEOs/CFOs of National Level Accounts - Affinity, JCB, Bodycraft, Toni & Guy, Jawed Habib etc.•Internal Selling to Leadership for investment in channel through new product launches, GTM restructuring, Commercial Initiatives, Trade terms, new account acquisition, consumer promotions.•Ideation, Alignment and Execution of Annual Consumer Promotion through Trade Marketing & KAMsKey Achievements :•Led Top Customer Turnaround : 143 IYA : JBP/TS Alignment, Design & Executed 360* strategy of New Customer Acquisition, Retention & Cross sell backed through - Big Days, In Store Trials, Digital Contests, Consumer Promos•Successfully executed the test Pilot launch of New Premium Brand across Top 2 National Chain Accounts (+25 pts volume growth) & leading expansion of the brand across the country. •Delivered Best Ever Country Launch of Premium Nail Brand – OPI across Top Customers & Competition Salons (+120% on Booklet Volume & Distribution)

Leading Trade marketing for Premium Hair Care , Color & Style Category , Corporate initiatives & Innovation. P&G sold salon professional category along with 43 Brands to Coty - Wella, SP, Sebastian, Nioxin etc.

Responsible for Brand Sales, Market Share, Distribution, Channel Strategy ,Spending Effectiveness for Professional Hair Care Brands (Shampoo, Mask, Hair Color) – 1) Wella Care 2) System Professional with an annual turnover of 140 CR across 3 Distributor & 42 Sub Distributors in India •Define, design and deliver brand trade plans to win at FMOT in line with Global Hair Care Standards•Development and execution of annual trade / consumer promotions calendar including Pricing & POSM •Design & Enable Brand Trial/Consumption – Awareness(In Store), Appeal( Concept sell to shopper), Availability•Trade Fund & Vendor Management– average monthly 400$M for brands and channels Key Achievements:•Fastest growing Brands of P & G(1415) – System Professional (153 IYA), Wella Care (134 IYA )•Led launch for Line extension – “Essensual Cut Service” to drive trial as per brand strategy (+33% growth on SKU) •Co – Create with Brand Managers “Customer & Stylist Engagement Workshop” with P & G Professional Hair Care Brand Ambassador - “Patrick Cameron” & Top Models and Celebrity Magazine (Vogue, Bazaar, Hair)•Successfully Launched “Liquid Hair” by designing Sell In & Sell Out Toolbox, Concept Sell, Volume Forecast, Pricing, FMOT enablers, GTM strategy , input on Media Strategy and delivered 2X on Booklet Numbers in (JAS’15)•Designed Multi Branded Trade Promotion – “The Great Indian Hair Salon Festival“, a Pre-Diwali Initiative to win vs. competition & delivered 135 IYA at 115 cost effectiveness •Leading GTM , Commercial strategy & Promo design for Alternate Beauty Channel – Cosmetic Wholesaler, Beauty Stores •Led Launch of First Sulphate Free P & G Shampoo – Consumer work with Brand Manager to define TG, design opening parcel, margin, GTM, channel choices, trade spend, POS, Sampling & Seller Incentives.

Led Joint Business Planning for 200 Cr. Distributor (600 Employees) across 17 branches in Maharashtra & Goa to deliver -•Revenue & Distribution targets for all 12 P&G categories; Channel KPIs for GT/MT & Wholesale •Organization KPIs on Logistics & Operations, Information Systems & Human Resource; Customer’s financial goals•People Management - Building capability and managing careers for 3 KAMs of P & G from Top B schools•Apply Shopper Psychology to impact in store fundamentals in Modern Trade : Big Bazaar, D Mart, Minimarkets •Identify Regional Level Coverage/GTM opportunities and re-invest savings to grow Top Line Key Achievements: Fastest Growing Site in the Country (121 IYA) over delivering on all business & financial Goals •Exploding Modern Trade (128 IYA) & Minimarket Channel (132 IYA) through 1) Superior engagement of Account Managers with stores enabled by data based selling 2) Partnering with Modern Trade to a)Improve On-Shelf availability b) Shelve categories based on Shopper Psychology Principles c) Maximize Big Day Promotions d) Category College •Rewarded “Power of Agility” for unit turnaround in 8 months & delivering best ever retailing (138 IYA) in Dec’13•Innovation to tap local opportunity and added 1 point of growth through 1. Tourist Plan in Goa – New Coverage Model & Shopper Marketing Initiative 2. Power Town in Rural Maharashtra •Recognized for Creating Action Plan /lead execution to gain +0.2 Shares on “OLAY” vs. P12M for Maharashtra; Nielsen analysis to design Channel/SKU priority & DTC Activity•GTM Rejuvenation – Coverage Revalidation, Zero Cost Branches, Branch Relocation, Warehouse consolidation add 2 pts of growth through increased Productivity & high CFR •Turned around stagnant MR account -‘Vishal’, with an annual P&G business of 1.2 CR to grow at 121 IYA; •Recognized for “Best ORAL B Toothpaste” Launch in India – 200 Index on Value & Distribution Goals in M1-M3

Key Responsibilities:• Delivering an annual sales target of 135 cr. across 15 branches in Marathwada and Khandesh (Maharashtra)• Analyze growth opportunities and design plans to increase market share, throughput per store Maintaining retail performance standard of visibility and distribution across 35000 stores in general trade for all Brands • Delivering Sales Fundamentals across Minimarkets & Modern Trade : Big Bazaar, D Mart for all 12 P& G Categories• Managing and building capability of resale/distributor team of approx. 300 reportees • Designing and Executing Marketing Plans to improve Volume, Merchandising and Initiative Maximization Key Achievements:• Rewarded “Power of You” by P&G CBD Director for “Best New Hire 2010-11”• Rewarded “Power of You” by P&G CBD Director for showing true salesmanship in JAS’11• Rewarded “Pit Stop Winner” for successfully completing “Pantene Initiative JFM’12” in the territory• Rewarded “P & G Productivity Fundamental Champion 2011-12” for Mission 80 in the country• Revenue growth of 166 IYA(index year ago) in Oct’12, taking territory to highest ever retailing• Rated among Top 10% of Key Account Managers in the country for FY 11-12

Key Responsibilities:• Achieving sales targets assigned for the area• Brand Management – Ensuring dominant brand visibility at all the retail outlets and mini stores.• Product launches, promotion and on ground activities• Team Management – Handling a team of 3 distributors, 18 associate distributors and 8 DSEs• Training, recruitment and development of sales force • Managing relationships with 1200 + transacting Retailers in the territory

•Proposed a Sales Framework for prospecting and building projects in the institutional/alternate channel which would accelerate the new account opening in the current market scenario.•Defined roles, responsibilities and structure of account executives, tele-callers and prospectors.•Contacted Tele-Marketing agencies for outsourcing tele-callers, designed a training program, designed metric of effectiveness of prospecting model in terms of callage, call conversion rate, value and gave recommendations

Worked for British Client "Centrica"