Managing the Home Care Portfolio for Clorox Australia and New Zealand. Leading and driving all initiatives on Chux Cloths, Sponges and Scourers. As Neighborhood leader, Chux/Home Care, I hold cross-functional responsibilities across Australia and New Zealand. In addition to Chux, the market leader in the CSS (cleaning utensils) category, Home Care brands include Kingsford Charcoal, Clorox Specialty Cleaners (triggers), Clorox Disinfecting Wipes, Liquid Plumber, Fresh Step (cat litter), Handy Andy and Gumption.

Collabor8 Consulting International is a global innovation and marketing consultancy that challenges its prospects, clients and stakeholders alike to break conventions and own a clear core competency and unique positioning. We help several global FMCG/CPG brands to achieve a clear differentiation by engaging the brand through proprietary brand and innovation tools, such as Leapfrog Transformation – a transformative approach to creative thinking and innovative outcomes that enable brands to Leapfrog the competition and thrive.

Co-founded and led the inception of a brand consultancy company in the disruptive innovation space, which helps brands from foundation work of setting key strategic priorities and finally dovetail to effectively transforming in the digital ecosystem. The key focus and verticals are: -• Developing business and brand foundation (where to play, how to win and what to configure)• Creating brand equity and architecture (look, feel, tone, style, packaging, framework and guidelines)• Setting digital strategy and delivering digital assets for release (Content strategy, social media, digital assets including scripting, developing and delivering ready-to-release digital films)Led the business and brand strategy, identifying the need space and formulating the business proposition and positioning for the brands.

Leading Innovation and new product development work-streams across categories - Water, Juices and Hygiene.Explore and identify new category adjacency and white space. Lead the development of a sustainable Innovation pipeline.Strategic lead of cross functional project teams and in charge of developing comprehensive launch plans and integrating new products into the portfolio. Driver for change and innovation mindset within the organization, giving clear focus to big bets and driving scale.

Global Brand Equity Lead for Global Category Development Unit (CDU), GLAD Food ProtectionThe Global Glad CDU team develops the key strategic choices, for local market implementationMember of the Global Glad CDU Leadership TeamLeading the Global Brand Equity development across geographies, for over 20 countries- USA, Canada, North LATAM, UAE, Kuwait, Qatar, Oman, Bahrain, Lebanon, Jordan, Egypt, South Africa, Malaysia, Singapore, South Korea, Japan, Philippines, Hong Kong, Mainland China, Taiwan, New Zealand and AustraliaKey stakeholder of Brand Playbook development (3-year global strategic direction). Leading work streams under brand strategy, digital strategy, integrated marketing communication, packaging architecture, pulse period tools, equity guide & media expenditure guidelinesSetting strategic choices (goals and aspirations, where to play, how to win configure) growth strategy and category vision leading to global financial budgets (NCS, Profit, Margins) growth accelerators, margin & profit improvementDeveloped Global Brand DNA, outlining brand personality & values, brand identifiers, shared passion & total product experience. Developed Global brand tone & voice, enabling consistency on personality & voice. This led to designing the Global Brand Architecture for various product types., which resulted in development of Brand Equity Guide, dovetailing the Brand DNA, Voice, Brand Mark, Packaging & Communication GuidelinesLeading global claims development. Identified key strategic territories and claims under each territoryLed the development of Global Digital Framework with definition of brand pillars & content strategyGuiding teams on geographic expansion, defining new market entry strategies and base assortmentTrain & Develop Personnel - coaching/guidance to direct reports. Build Leadership across the organizationCollaboratively work with teams & strategic business units with extensive experience to work across geographies & time zones

Launched and geographically expanded several key initiatives in MENA, which mainly includes Clorox Thick Bleach, Clorox Disinfectant Fragrance Cleaner and GLAD wraps and bags, including foil and oxo-degradable grabage bags. Also played a key role in implementing the packaging architecture - Wraps & Bags, Home Care and Laundry as well as new category development and management.Successfully developed and implemented the MENA IMC across categories, which included building the Digital Ecosystem for GLAD, a first for Clorox in the region. Ensured that the Brand met or exceeded its commitments by managing Marketing spending.Actively involved and contributed to developing the long range plan for the business in the region and developed strategies and set priorities for business growth and profit. Research and insight driven work streams on consumer behavior, retail audit and shopper trends. Explored and executed conventional as well as unconventional media apertures, for focused and greater reach.Responsible for the brand P&L, budgeting, forecasting, project planning, development and management. Leveraging on Supply Chain Efficiencies by identifying suitable manufactures that works better for the wraps and bags business across marketsThe implemented work and the results achieved have consistently been recognized by winning several global and regional marketing effectiveness and creative awards, including the Clorox Global Marketing Awards 2013, EFFIE, AME, Dubai Lynx, Epica and Cannes Lion finalist

Managed and led several global and regional accounts for the MENA region. These included Clorox, Volkswagen, Savola (Afia), Koohiji Group (Motorola), Bank Al Bilad, Badr Al Islami and Mashreq bank.Frequent columnist in marketing and advertising magazines, such as Gulf Marketing Review. Was also a Keynote speaker in the International FMCG conference, held in Riyadh, Saudi Arabia. Won several regional and International awards during the tenure.

Handled all communication activities of General Motors – Chevrolet (Aveo, Optra, Epica, Lumina, Caprice, Trailblazer, Tahoe, Suburban), Cadillac (CTS, SRX, XLR, Escalade) and Hummer (H2) across the Sultanate of Oman.

Managed the Britannia account, India's number 1 food brand. Part of the team that lauched some key campaigns and initiatives - Tiger, Good Day, Milk Bikis, Pure Magic cookies, Nutrichoice and Britannia corporate.

Handled Herbertsons brands: Bagpiper Whisky, Bagpiper Rum, Romanov Vodka, Honey Bee Brandy, Royal Treasure White Rum, Joie De Franc (JDF), Derby Special and Romanov Shotz.