Krisna Patel Email & Phone Number

Atlanta, Ga, Us

Atlanta, Ga, Us

𝗕𝗿𝗮𝗻𝗱 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Support all brand marketing activities in U.S. for Simply, Honest Kids, Hi-C, Minute Maid Kids, and Tum-E Yummies.𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝘁𝗶𝗮𝗹: Ignited brand love for Simply Lemonade through experiential activations at the American Black Film Festival, Essence Festival of Culture, and Martha’s Vineyard African-American Film Festival, deepening affinity with our multicultural consumers.𝗦𝗮𝗺𝗽𝗹𝗶𝗻𝗴: Boosted trial and visibility of Simply Mixology through field marketing efforts in LA and NYC, in-store sampling, and couponing. - 𝗔𝗹𝗰𝗼𝗵𝗼𝗹 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 with Bacardi and Diageo to elevate Simply Mixology's position as a top mixer.𝗦𝗵𝗼𝗽𝗽𝗲𝗿: Transform creative concepts into effective shopper toolkits, guiding agencies towards robust execution in the market for Simply and Kids brands.𝗗𝗮𝘁𝗮 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀: Initiated an innovation tracker to pulse innovation performance against competitors. 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻: Lead new packaging and product innovations through system pipeline for Simply, Honest Kids, Hi-C and Tum-E Yummies.𝗖𝗼𝘂𝗽𝗼𝗻𝗶𝗻𝗴: Head 2023 brand couponing initiatives from design to in-market execution.𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗔𝘀𝘀𝗲𝘁𝘀 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Manage brand digital assets for internal creative development and external brand website.

Atlanta, Ga, Us

𝗕𝗿𝗮𝗻𝗱 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Supported North America's leading RTD tea brand, overseeing a multimillion dollar budget and all brand marketing activities in U.S. and Canada. 𝗕𝘂𝗱𝗴𝗲𝘁 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Monitored and reconciled multimillion dollar DME budget and all brand marketing activity in U.S. and Canada as budget gatekeeper.𝗦𝗵𝗼𝗽𝗽𝗲𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: • Launched a pivotal shopper marketing program (Thanksgiving) across the US and Canada large store and ecommerce channels and stepped in interim content activation manager, overseeing multilingual (English, Spanish, and Canadian French) retail POS and in-store merchandising development and execution.𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆:• Spearheaded integration of digital commerce within brand planning by identifying plus up opportunities & filling any gaps to further Gold Peak's presence in this space.• Optimized brand support within foodservice business (40% of our business) by developing a FSOP-focused brand strategy and selling materials to drive recruitment.• Challenged brand strategy framework by tapping into insights around multicultural consumers and different channel behaviors in market to uncover any execution gaps.• Enhanced brand relationship with field marketing team via brand 101 presentations and retail POS and merchandising support to leverage in product placement sell-ins.𝗗𝗮𝘁𝗮 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀:• Monitored business performance (business sales, consumer insights, category trends, and brand equities) across all markets and developed brand presentations to support the system.

Atlanta, Ga, Us

𝗣𝗿𝗼𝗷𝗲𝗰𝘁 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Championed the deployment of a global operational reporting S4 Hana based ERP solution across global Accounts Receivable teams.• Converted all KPIs, fields, and measures from SAP P08 to S4 HANA for operational reporting queries in SAP BW and Fiori Embedded Analytics.• Triaged reporting defect resolutions among business, project team, and IT consultants globally and determine viable workarounds for risk mitigation and contingency planning𝗖𝗵𝗮𝗻𝗴𝗲 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Supported change management across global A/R teams across North America, LATAM, Europe and Asia-Pacific to educate business users on new system changes.• Drove standardized and streamlined operational reporting processes within the new SAP system alongside multiple business workstreams • Facilitated operational reporting user acceptance testing with accounts receivable business users and train on SAP S4 HANA, Fiori, Business Warehouse (BW4HANA), and JIRA

Atlanta, Ga, Us

𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Managed marketing activations on Instacart and Shipt.𝗜𝗻𝘀𝘁𝗮𝗰𝗮𝗿𝘁: Led Instacart Q2 - Q3 banner activations.- Executed Instacart Q3 Hero placement activations and initial Q4 Hero and Search planning with brand acceleration opportunities during Instacart's growth into Top 3 digital commerce customer in Coca-Cola North America (CCNA), driving strong conversion indices, return on ad spend and positive sales lift- Coordinated AHA sampling program with Instacart and our bottling partners around supply constraints and market restrictions from 2020 Covid pandemic to drive trial of the new AHA, resulting a strong 3% repurchase rate of households purchasing AHA products.𝗦𝗵𝗶𝗽𝘁: Led Q2 - Q3 activations.- Co-launched Shipt AHA and Coke Energy activations to drive emerging brand awareness, adapting the program to disruptions like supply constraints, market restrictions and purchasing limits to optimize promotion visibility, resulting in triple the average household spend for AHA.- 𝗖𝗣𝗚 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽: Co-created and launched Sip, Snack and Stream partner program on Shipt platform with Kellogg's, driving strong return on ad spend and sales performance. The promotion drove more than 2x the average basket size, resulting in triple the average HH spend.𝗣𝗿𝗼𝗰𝗲𝘀𝘀 𝗜𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁:• Initiated quarterly marketing activation overview presentation to increase visibility to ensure supply fulfillment and opportunities to double-up on any ongoing promotions for National Retail Sales and commercial teams, who use Instacart as their retail ecommerce solution.• Implemented a streamlined and structured workstream process to reduce overall training / onboarding time of role by over 50%.

Atlanta, Ga, Us

• Identified new growth avenues, including instructional videos on Fleeq, Poll.ev for workshop feedback, and podcasting as a future strategy.• Co-facilitated virtual Power BI training workshops using Zoom.• Led initiatives to explore future marketing opportunities, including using on-campus screens to promote workshops.

Atlanta, Ga, Us

𝗧𝗿𝗮𝗱𝗲 𝗣𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Verified and processed trade promotion payments for 6 brands within Venturing & Emerging Brands (VEB) portfolio averaging $13M per year, supporting Natural and DSD Sales and Brand Finance teams as trade SME.𝗣𝗿𝗼𝗰𝗲𝘀𝘀 𝗜𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁: • Resolved allowance discrepancy, resulting in 50% reduction of customer deductions and increased workstream productivity.• Eliminated 20 collective hours weekly by improving trade deduction file template working with third-party broker and Accounts Receivable team.• Reverse-engineered processes using MS Excel to streamline existing processes, resulting in over 5 hour weekly savings.𝗣&𝗟 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁:• Reconciled the VEB trade accrual through analytics to ensure brand budget(s) are monitored and/or curtailed to input into rolling estimates and full-year plans to provide strategic direction to sales and finance executives and management.• Reduced $2M impact of VEB reserve balances during Q4 2019, collaborating with Account Receivable, MMBU Naturals sales, finance, and reimbursement teams.

Atlanta, Ga, Us

𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Managed $10M natural portfolio of 23 accounts, including United Natural Foods (UNFI) and KeHE Distributors, for the Minute Maid Business Unit (MMBU) supporting over 10 brands.𝗣&𝗟 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: • Cleared $7.4M in trade chargebacks collaborating with Venturing & Emerging Brands (VEB) teams with minimal disruption to annual budgets.• Reduced reserve balance by over 50% within 4 months, resulting in $177k savings.• Resolved $1.4M receivables of aged invoices 1-60 days prior to quarter end close.𝗣𝗿𝗼𝗰𝗲𝘀𝘀 𝗜𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁: • Spearheaded new processes to handle VEB-related transactions within MMBU space with VEB brand finance and trade management teams and trained collections team.• Saved 80 collective hours monthly through identifying and implementing various solutions to increase productivity in upstream and downstream processes.• Yielded $253K P&L risk by uncovering allowance discrepancies and disconnections within various system-breaks.• Engaged the billing operations team with empirical data and identified discrepancies within our SAP pricing model to allow corrections to previously billed invoices.

**freelance starting July 2019, The Resume Phoenix officially launched March 2020The Resume Phoenix was born out of an idea to combine my passions in both graphic design and writing. Let's take that mundane resume and bring it to life to truly reflect your story and get you that dream job!What I do:• Get to know client, their background and story, and what they want their resume to reflect.• Receive resume from client for review.• Run-through resume to see where we can condense the description and enhance it with stronger action verbs to give it an active voice.• Present client with layout options that fit their profession.• Redesign resume with new layout and verbage updates, and work with client to ensure the final product meets their satisfaction.• Provide coaching in areas of interviewing, career, and leadership development to connect with client and ensure resume updates meet their career needs.Check out my portfolio in the link below.

• Collaborated with the CEO to design a business logo and create a professional email signature.• Enhanced company visibility by redesigning website and launching a social media marketing strategy.• Produced impactful marketing materials, including truck decals and yard signage, to boost business promotion.

• Collaborated with the IT department to develop a Business Continuity Plan and Risk Management strategy for DNR.• Conducted comprehensive business impact analyses and risk assessments across departments and divisions.• Prioritized resources and recommended enhancements for protection, such as digitizing backup paperwork.

Atlanta, Ga, Us

• Trained GSU students, faculty, and staff on PowerPoint and Excel.• Promoted Panther Tech workshops within the GSU community.• Developed an Excel workbook to track attendance and manage a subscription list for interested participants.• Organized a OneDrive folder with subfolders for each workshop, consolidating materials for both attendees and trainers.

Atlanta, Ga, Us

Collaborated on tech-driven projects enhancing student and faculty experiences. - Produced a promotional video for SIF Outreach to showcase the CURVE tech space to the GSU community. - Developed a historical map of 1930s Atlanta by integrating old map photos with current ArcGIS data. - Contributed research to aid in development of 3D model of Atlanta's evolution from the 1920s onward using Unity, Blender, and Photoshop in collaboration with Emory University.

Atlanta, Ga, Us

Supported professors with various tasks and projects: - Partnered with Mr. Boles to locate and digitize marketing articles, print hard copies, and maintain an Excel database of article availability. - Assisted Mr. Verhage by editing PowerPoints, creating notes for marketing textbooks, and proctoring exams.

Bachelor Of Business Administration (B.B.A.), Marketing

Bachelor Of Business Administration (B.B.A.), Computer Information Systems

Master Of Business Administration - Mba