Kathiresan S Email & Phone Number

Chennai, Tn, In

Chennai, Tamil Nadu, India

Brand Development -Played a pivotal role in building brands like "Coromandel" and "Dhaksha", by formulating marketing budgets & plans , conceptualising and executing 360° marketing campaigns.measuring ROI, making course corrections to optimise efficiency.Brand Architecture & Identity -Anchoring the development of cohesive brand architecture at both corporate and product levels, ensuring a uniform brand identity across all consumer touchpoints. This involved streamlining the company,parent and product brand structures, driving consistent communication across the organisation.Integrated Communication -Led both external and internal communication strategies, from ideation to execution, collaborating with cross-functional teams to deliver high-impact campaigns. Managed internal communications, enhancing corporate brand visibility & image through sponsorships like the Pro Kabaddi League, CSR communications , PR content, and employee testimonials. On the external front, worked with Business teams and other stake holders to communicate product benefits via multi-platform strategies, extending to events and exhibitions/trainings.Competitive Benchmarking & Market Insights -Analysed market trends, competitor activities, and communication tactics to stay ahead of industry shifts. Digital Marketing Framework -Social Media & SMMExecuted comprehensive social media management by defining objectives, conducting performance gap analysis, and tailoring content strategy using the 4 Ps model & 6 M Framework. Managed micro-content creation, provided briefs to the creative team, and scheduled content distribution. Implemented and optimised paid search and ad campaigns, including A/B testing, to enhance brand awareness, reach, and conversions across multiple platforms.Website & SEOOptimised web performance by executing web audits to identify user behavior, acquisition, and performance bottlenecks. Established KPIs and monitored key metrics to improve traffic

India

In this role, I took charge of a wide-ranging marketing program that encompassed various crucial aspects.It all began with creating a Solid Marketing Plan and Digital strategy, setting the groundwork for our initiatives. I was responsible for managing and updating Website content, ensuring that our online presence remained engaging and up-to-date. When it came to introducing new services "Control Tower", I played a pivotal role in orchestrating successful launches. Additionally, I actively participated in prominent industry events, including CII and Forums, where I represented our company and contributed to valuable discussions and networking opportunities.Managed and briefed media agencies to produce compelling videos and branding materials, effectively communicating the brand narrative and establishing thought leadership.Created, updated, and maintained Brand Identity Manuals, ensuring strict compliance with brand standards across the entire organization.One of my key efforts was in Lead Generation and Management. I skillfully managed budgets and vendor relationships, ensuring smooth and cost-effective operations.In the digital front , I wore many hats. I delved into Digital Analytics, closely monitoring our online performance to make informed decisions. Through effective Search Engine Optimization (SEO), I optimized our online content to rank higher in search results, increasing our visibility and organic traffic. Regularly crafting Blogs and engaging in Content Marketing initiatives added value to our brand and engaged our audience. I also managed Email Marketing campaigns, creating meaningful connections with our subscribers. Furthermore, I ventured into Search Engine Marketing (SEM), projecting paid strategies to enhance our online reach and drive targeted traffic.

Strategic Leadership: Led and spearheaded integrated marketing activities and campaigns/programs, resulting in enhanced brand awareness, consideration, and conversion.Effective Strategies: Crafted effective marketing strategies from scratch, understanding the buyer journey, needs, and pain points. Successfully launched suitable products to meet their demands, driving positive outcomes.Compelling Propositions: Developed powerful brand propositions by translating buyer requirements into compelling product prepositions. Achieved successful product launches and contributed to a 5% increase in overall sales revenue.Mobile Marketing: Demonstrated mastery in mobile marketing by devising digital marketing plans, including website design, web content management, apps for channel partners, and dealer portals. Implemented the 'Digital Duos' program for improved user experiences.Digital Reach: Proficiently handled social media pages, increasing brand visibility through organic and paid methods. Utilized techniques like keyword bidding and optimization, leveraging platforms such as Facebook Business Suite and LinkedIn Campaign Manager.Captivating Visuals: Created impactful audiovisuals and brand stories that empowered customers to make informed buying decisions. Strengthened brand identity and fostered customer loyalty through engaging marketing materials.Product Launches & Agency Management: Successfully managed product launches, exhibitions, webinars, events, and industry seminars. Oversaw agency management activities, developing value propositions, brand stories, brochures, catalogues, outlet branding, print media, and marketing budget allocation.CRM Implementation: Implemented CRM programs to enable effective sales tracking and strengthen customer relationships. Utilized these tools to optimize the sales pipeline and drive positive results.Revenue Growth: Achieved revenue growth by leveraging digital touchpoints, driving brand expansion and success.

Chennai, Tamil Nadu, India

Chennai Area, India

Trade and Influencer Loyalty Programs: Introduced the game-changing "AMCO Lead Rewards" loyalty program, revolutionizing customer onboarding and redemption processes. This initiative attracted 3000 retailers within just 2 years, with 30% being new additions. The program generated a remarkable 30 Lakhs in monthly business.Hyperlocal Campaigns: Every month, we rolled out innovative programs and launches that captivated audiences. Memorable on-the-ground initiatives like "Jai Ho," "Padayatra," and "Chai Pe Charcha" provided valuable insights into evolving consumer needs. By continuously monitoring and engaging with our target audience, we experienced a significant 10% surge in sales.Cutting-Edge Product Introductions: Our product launches utilizing augmented reality techniques left consumers astounded, transforming our brand perception from "Fuddy Duddy" to a technology and innovation powerhouse. Market research confirmed the positive impact of these introductions.GTM (Go-to-Market) Strategy: Executed a comprehensive overhaul of 2W and 4W batteries, including segmenting, strategic price positioning, and revamped packaging. This strategic GTM approach resulted in a 0.50X increase in sales for 2W batteries and a remarkable 0.2 X increase for 4W batteries. Our clever marketing programs, such as AMCO SMART Points in select markets, have solidified our reputation for outstanding after-sales service.

Chennai Area, India

Effectively Used the Market Information System including the price size matrix, to better understand the market and segment gaps that have aided the brand in introducing the mid-segment Refrigerator with first-in-segment features such as customized door handles with a premium finish cum anti-bacterial technology.Undertook complete research on the Chennai Distribution market(Quantitative-To know Financial strength/network strength/Current net margin retained/Operation expenses; Qualitative – To know Interest level/Satisfaction level) and appointed new Distributors: Sri Lakshmi Appliances (Annual turnover 240 lakhs for godrej appliances) and South India trading company (Annual turnover 900 lakhs) and Ark Marketing (Annual Turnover of Rs300 Lakhs).Handled product launches, canvasser training, and Scheme and promotion mix designs for multiple categories across various channel formats such as Modern Trade, COCO, COFO, and Regional chains.Ideated and customized unique BTL engagements and Trade Promotions schemed that have resulted in a 50% increase in counter share for MWO and WM Categories which is otherwise underpenetrated.Undertook research(historic data) on price gaps in Refrigerators and washing machines and introduced 19B4(Refrigerator) and 6502(Washing machine) which in turn increased the branch's profitability.Redesigned the channel network to increase the market reach and share of Godrej Air conditioners from 32 to 75 retail counters.

Madurai And Coimbatore

Achieved a 50% sales increase within a year at 60 individual retail counters, having varied sales potential/brand penetration (multi-brand) and consumer buying behavior across Tamil Nadu.Made a complete turnaround of business from -20% degrowth to 30% growth over a 6-month time span. Designed and finalized innovative schemes / tie-ups / incentives for retail counters to push tertiary sales.Kept track of Marketing metrics by Undertaking a periodic survey of brand visibility/retailer satisfaction rate/display share through merchandisers (6 Member Team).

Madurai Area, India

Handlled regional chains

Pgp, Strategic Digital Marketing, A+ (94%)

In today's rapidly evolving digital landscape, blending traditional and digital marketing strategies is essential for businesses.

Iimbx, Strategic Brand Management

Pgdm, Marketing And It

B.Tech, First Class