Muralikrishna Parna Email & Phone Number

Frisco, Tx, Us

Assisting Start-ups and Mid-market businesses to scale and grow profitably. Services in the functions of Marketing (including Digital), Finance, Business operations to improve productivity & accelerate growth are provided.

Hyderabad, Telangana, In

Business invested by General Atlantic (Growth Equity firm)Key Responsibilities :1. To assess the business for growth2. To scale the business profitably and build value for all stakeholders

We are Real Estate Developers. We research and acquire land/s with the specific purpose of developing Multifamily apartments for Rent.

Mayfield, Kentucky, Us

Key Responsibilities :# Build a global & profitable Air Care business (Air Care = Room freshners, Car freshners, Scented Candles, Aerosols etc.) # Build a strategic road map for turnaround & Digital transformation of the organisation # Help build aligned systems and process in the global organization across India & USKey Achievements : # Successful turnaround, achieving an Operating EBIDTA of 4.1% in FY19 # Consolidated more than 50 Brands to 4 (~ 22% of Sales) and initiated a Brand architecture for a differentiated offering# Created a global Sourcing structure across India, China, Vietnam and US to reduce COGS by almost 2 to 3% # Initiated a global Ecomm team with back end support in India (~1.5% of Sales) # Built and successfully implemented systems to manage the concept to commercialization Process, Invoice management, Ecommerce business & various other areas for Productivity improvementKey Learnings :# Learning to work collaboratively & adapting with agility in a multi-cultural environment across multiple geographies (India, China, Vietnam, US & DR) in a Consumer goods industry# Understanding the balance sheet better and assessing possibilities of financial restructuring in a highly debt leveraged situation# Understanding the importance of cash management in a debt leveraged situation (no growth to be initiated till the cash is available)

New Delhi, Delhi, In

Business invested by India Equity Partners (IEP, a PE firm)Focussed on 1. Financial turnaround 2. Setting a vision & strategy for growth3. Building the culture and right values4. Building & managing the right team5. Improving productivity thru Optimal resource allocation6. Impacting 5000+ employee families positively7. Ensuring a customer focussed employee first organisationKey Responsibilities : # Build a profitable and clean business to ensure enhancement of shareholder value # Merge multiple brands to gain market share and higher levels of productivity # Develop a strategic road map for the transformation of the organisation # Build organisation capability to grow, an appropriate structure with requisite skills # Help build aligned systems and process in the organisation.Key Achievements : # Successful exit & turnaround, achieving a positive company level EBIDTA since Feb’14 # Built and trained a first level highly empowered leadership team # Launched an internal career development programme “Udaan” # Successfully managed a labor union unrest in 2014-15 # Grew the business from 45 to 95 restaurants and now merging to 120+ restaurants which included consolidation thru closure of 23 restaurants Key Learnings : # Importance of extensive communication, setting a shared vision and direction, having patience and enhanced soft skills in managing people

New Delhi, Delhi, In

1. Manage change from a proprietor to a professional organisation with highly empowered associates at all levels2. Plan and grow the business profitably to help become one of the largest Indian chain of restaurants in the fast-casual dining space3. Build a structure and team of people capable of managing growth4. Create a Vision, Mission and Value based approach in the organisation to have a singular focus and goal for every associate.5. Aligning systems and processes that can help manage planned growth.

Bangalore, Karnataka, In

Was back with Metro for a second stint with new responsibilities ...Key Responsibilities :Responsible to frame the strategy for New market entry (Sourcing, Assortment, Pricing, Margin, Promotions, Display etc.), Sales & Margins for the regions responsible and to define the guidelines for space management in India Key Achievements : # Setup 3 stores in North in a span of 4 months and planned entry approach for another 2 # Created a differentiated concept of “Brands for Less” which is now a strategic position in Non Food for Metro nowKey Learnings : # Importance of leveraging existing experience in an organisation

Bentonville, Arkansas, Us

Key Responsibilities :Responsible to recruit a good team of people, to set the vision in alignment with the corporate vision for the team to work, to define the strategy and implement the same successfully, to provide a conducive work environment to the team and additional responsibility to manage the fresh food team including defining the strategic approachKey Achievements : # Increased share of Hardlines year on year consecutively (from 11.1% to 14.5% in hypers and 1.2% to 1.6% in Supermarkets) in the resp stores. # Set up a good system for Seasonal merchandise planning for consecutive years # Part of the core team to establish 120 supermarkets and 12 hypermarketsKey Learnings : # Ability to work together with large cross functional teams and initiating new processes

Duesseldorf, De

Key Responsibilities :Responsible for Sales & Margins for the categories responsible, to define the guidelines for operating in India for buying & merchandising in a wholesale environment and to frame the strategy for the buying team in India (Sourcing, Assortment, Pricing, Margin, Promotions, display, Packaging & Own Brands etc.)Key Achievements : # Achieved 45% and 72% LFL growth in sales & bottom line growth for 2 yrs consecutively # Recruited a team responsible for national buying with specific skill sets # Part of the Apex team to prepare Working Instructions for Metro India across Operations, Buying and Marketing. # Established the operating guidelines and framework for buying # Formulated the buying strategy, defined the sourcing strategy and successfully implemented the same # Successfully launched Metro with the best range in fresh food # Initiated the concept of a HoReCa fair for the specific customer group # Launched a professional range for small Bakeries # Part of an International team to do a feasibility study for Metro’s entry into a country # Developed policy for Own Labels and introduced it in different categories. # Initiated an innovative mechanism of tracking stocks on the shop-floor (out-riggers) # Be an International Trainer for specific job skills Key Learnings : # Linking customer needs directly to define assortment hence differentiating from the existing market and creating a profitable business model # Developing a Team and continuously motivating it to deliver excellently

Key Responsibilities :Responsible to Sales (60+ crores) & Margin growth in each of the categories (approx. 6000 sku's, 50 categories and 257 sub-categories), Consolidating buying of a few key commodities for all regions (78 stores), do potential analysis of categories and anticipate needs, do category product assortment check (width and breadth), plan and implement Supply chain improvements, plan Net working capital management (inventory turnaround), develop framework for operating in the team for singular accountability, Finalise Store Layouts for all new stores (including planograms), identify and engage team in New initiatives eg. Reverse auctions for a few articles Key Achievements : # Improved gross margins for the region by almost 2.5% on a YTD basis # Highest store opening day sales of almost 15 times of regular sales (with 2 additional checkouts) # Planned and launched 3 new stores with the teamKey learnings : # Understanding consumer behaviour in various categories and using the same to maximise returns # Appreciation of the supply chain realities and cost spread of some commodities (ie. In Dry groceries) and price spread of brands (distribution margins) # Understanding category portfolio management # Importance of interruptions and cross-merchandising # Appreciation of price elasticities of various categories and its usage in promotions

Key responsibilities :Set up the fresh meat retail chain "Farmhouse" - Own and Franchise business model.Plan and implement a completely integrated setup within the group and organise a channel to sell fattened branded chicken & other value-added chicken products through a chain of retail outlets ‘Farmhouse’ – 16 outlets then in Mumbai, Nasik & Pune (includes Branding, Operations, Logistics and Supply chain management), finalise store layouts and monitor the progress till opening (incl equipments etc), develop operational systems for own and franchisee stores, Liase and co-ordinate all PR activity with govt. deptsKey Achievements : # Made positive contribution by reducing operational costs and improving revenues to prevent cash loss # Introduced marinated RTC products (value-added) to further increase franchisee profitability # Developed the complete supply chain for live broilers, dressed broilers and for processed marinated products # Presented the case for the poultry industry for subsidised finance even for the organised retailing business to NABARD Key Learnings : # Setting and developing a new business helped understand a wholistic business view, also appreciate realities of implementation of a strategy

Mumbai, Maharashtra, In

Key responsibilities : Responsible for the marketing mix requirements (on Product development, Packaging, Pricing, Promotions [briefing Media planners on the objectives of Communication] & planning for distribution channels) “Brilliant Wholesome Water” – Bottled water and “Farmhouse” – Chicken, planned and implemented a marketing consultancy assignment in the poultry industry to build a commodity into a brand, Monitoring markets through market visits, initiating consumer research and check other information sources, Independently brief the creative team and guide the creative output as per objectives, Implementing systems for smoother operations between client and agency, and Part of the team involved in New Business Development for LintasKey Achievements : # Fully conceptualised launch of Brilliant Wholesome Water and its variants # Prepared a long-term blueprint for marketing of ‘Farmhouse’ chicken as a branded product nationally (ie. Product portfolio, Pricing, Distribution channels (retailing thru own and franchisee outlets), Packaging) # Help add two new businesses to the unit # Part of the team to successfully negotiate a marketing consultancy assignment for Lintas (for the first time at Lintas)Key Learnings : # Develop understanding of launching and sustaining brands # Importance of always beginning with ‘understanding or knowing your consumer’ # Handling multiple jobs at different stages with proper follow-up

Key responsibilities :Setting targets for the sales team and monitoring its achievement and developing an effective distribution networkKey Achievements : # Team sales turnover of Rs. 1.52 crores in ’94 – ’95 (growth of 30%) with 70% collections within credit limitsKey Learnings : # Understand distribution and logistic realities # Appreciate margin spreads in the distribution channels

Key responsibilities : Help achieve sales targets for four outlets in Delhi and Bangalore, Activating sales promotions measures (Visual merchandising, Window displays etc.), Handling franchisee agreements, Was part of the team that launched JJ Vallaya’s range of garments for the first time in India, Worked on entry strategy for MEXX International in the Indian RMG market (not successful)Key Achievements : # Average sales per day per outlet increased by +200% (Contempo)Key Learnings : # Operational issues at the shop-floor from opening of the store to closing # Importance of visual merchandising and shop-floor discipline

Mba

M.Sc, Food Science And Technology

Education record