Devendra Belani Email & Phone Number

Mumbai, Mh, In

Mumbai, In

•Led the product launch and scale up of Rock Salt portfolio by 10X in 2 years. The work included launching consumer validated product mix, GTM strategy by assimilating right trade & consumer insights and competitive analysis across different channels. Used Ecommerce analytics tools (Amazon Pi Dashboard) to carve out the right strategy for winning ecommerce – Tata Rock Salt had ~60% MS Vol Share on Amazon in 12 months. •Recrafted media and GTM strategy for Tata Salt Lite by dedefining the GTM approach of GT channel by identifying gaps in distribution through rigorous data analysis. . • Recognized by the CEO for launch of Tata Salt SuperLite. Responsible for crafting entire marketing mix right from identifying source of growth basis consumer & trade insights to developing right product, positioning & pricing mix 0 adding 11% incremental value to category•Crafted the impactful digital first communication for launch of Tata Rock Salt by identifying the right the consumer insight through market and consumer research. •Led the repositioning work on Low Sodium Category to help accelerate trials. Initiated the need to shift brand positioning from “Curative” to “Preventive” space basis thorough understanding of the trigger & barriers in the category. Tested multiple communication concepts to deliver impactful new communication that helped to improve consideration scores on the brand. • Designed multi-region activation calendar for driving consumption for Rock Salt by identifying the consumer insight of using only natural Rock Salt during fasting festivals. Activation Calendar design focused on driving smaller SKUs during occasion and crafting contextual communication. Activation resulted in 2X growth in distribution and Vols during activation.•Developed 2-year innovation plan by identifying new product offerings basis current consumer need gap and evaluating potential of new white spaces by testing different concepts

Blackfriars, London, Gb

•Appreciated for redesigning website that helped improved organic visits by 20% and lead generation by over 65%. Identified the key gaps to be solved by charting out the entire consumer journey for purchasing water purifier. Tested multiple hypothesis through A/B testing to validate design change on the website. Improved the SEO ranking of Pureit Website by redefining the content basis keywords searched and consumer understanding. •Partnered with Google on multiple initiatives for improving the performance marketing campaign. Co-created the mechanism to optimize the campaign from lead generation parameter to actual sale (First Ever for HUL in 2019). Effectively used 1st party data, tested multiple creatives using A/B testing, recalibrated and synchronized pincode mapping of Pureit with that Google etc. that helped in improving performance.• Improved efficiency of the DTC channel by setting the correct portfolio mix to increase average selling price, setting SOPs for consumer interaction, training of CRM executives, and planning differential schemes for the channel•Delivered marketing mix of Pureit Copper RO, gaining 20% volume share in premium segment; Responsible for not only creating the mix from scratch through market research leading to the right product, position, claim and communication but also contributed to the crafting the GTM strategy• Led relaunch of RO Water Purifiers in Bangladesh which helped grow RO business by 5X in 6 months. The work involved detailed consumer mapping, competition scoping, crafting the right product mix and delivering winning proposition to decisively lead in RO segment • Delivered Pureit’s winning relaunch mix for the UV portfolio leading to 10% incremental in volumes over last year through rigorous product mapping and proposition crafting• Shaping Brand Strategy by Leading Data and Insight Mining:

Blackfriars, London, Gb

Drive organic growth in South Asian Cluster through new innovations and optimizing current marketing mix• Delivered the award-winning mix of Pureit Copper RO• Led relaunch of RO Water Purifiers in Bangladesh • Delivered Pureit’s winning relaunch mix for the UV portfolio • Shaping Brand Strategy by Leading Data and Insight Mining

Mumbai, Maharastra, In

• Led the product launch and market planning of Godrej Kitchen Fittings across 10 cities in India • Delivered strong in-store branding and visibility enhancement project across 400 outlets key retail outlets • Part of prestigious Innovation Program by Nawroz Godrej

Mumbai, Maharashtra, In

Clients: Birla White, UltraTech, INOX, Franklin Templeton Investments & ICICI Prudential Mutual Fund• Individual responsibility on managing strategic and promotional campaigns for Birla White and UltraTech Concrete • Successfully delivered a winning campaign for Brand & Packaging Re-launch of Birla White Wallcare Putty through the retail channel• Rolled out the integrated marketing campaign for ICICI Prudential’s SIP Investor Education Campaign • Successfully launched Franklin Templeton’s Investor Education Initiative ‘Shubh Laabh’ in tier 2/3 towns

Clients – Axis Bank, Diamond India Limited, Moksh, Vexxa Lifesciences, DBS, Pavers England, RNA Builders • Individual Responsibility on managing Axis Bank’s communication on products, services & corporate communication.• Delivered effective branch marketing campaigns for Axis Bank to help increase the footfall.• Delivered employee education program across 35,000 employees of Axis Bank for better customer service and brand personification.• Devised campaign for incentive driven sales / transaction / subscription increase for all Axis Bank customers.• Worked closely with the NRI Brand team for delivering communications to increase customer acquisition for Axis Remit/ NRI Accounts through email & online marketing campaigns • Single handedly rolled out the new brand campaign of Pavers England across over 100 stores in the country

As a Management Trainee, my daily responsibilities included:Briefing of the productUnderstanding the marketMarket research/dipsticksBriefing the creative team Getting involved in brain storming sessions,coming up with ideas that could be executed and presented to clients

Master Of Management Studies, Marketing

Bachelor Of Science - Bs, Information Technology