Masafi is a world class organization and one of the market leaders in water, beverages and personal hygiene products in the GCC region. Having joined the organization in Feb 2018, I am currently handling marketing of their water and hygiene categories by planning and deploying several marketing campaigns with the focus on helping the brands reach no. 1 position in UAE.

The organization is a manufacturer and exporter of Perfumes, Body Sprays, Personal care and Cosmetics products with distribution in more than 75 countries across the globe.•My role here was of a global brand manager which required me to create and deploy marketing plans for all its brands (Fragrances & Personal care both) in key countries selected for marketing inputs – here, I successfully created and deployed several marketing plans in countries like the USA, Kenya, Tanzania,Egypt, Pakistan & Bangladesh•Created the brand architecture for all brands and drafted a standard guidelines which could then be followed while designing brand communications and activations and subsequent roll-out.•Got the brands listed up and running on e -commence platform in UAE.•Put together and deployed social media plans and digital marketing plans for all its brands.

Co-founded my first business venture called Fun-do Foods to tap into the growing QSR segment, launched 2 outlets across Mumbai with a delectable menu spread across rice combos, biryanis, pastas, wraps and more.Accountabilities & Significant Highlights: •As a co-founder and a working partner, was responsible for every aspect of the business set-up right from creating the concept of the restaurant, creating the brand name, the logo, packaging, look and feel of the brand, designing the outlet, setting up pricing, benchmarking costs and the day to day P&L of the business•Worked with multiple chefs across cuisines to create a robust menu ranging various cuisines & standardizing the recipes along with dynamic costing•Fun-Do! Rice combos featured as one of the best restaurant for home deliveries on Zomato (Consistent rating of 4 out of 5) and Food Panda for more than a year in Mira Rd. & Malad.•Touched over 10K customers across both locations while receiving great reviews regarding the quality of food, taste, packaging & speed of delivery

During my six-year tenure with Unilever, worked on PAN India mass brands like Fair & Lovely, Ponds Talc & Vaseline Petroleum Jelly in the skin care categoryAccountabilities & Significant Highlights: •Responsible for maintaining brand health and growth trajectories in India and to ensure that brand innovations were rolled out seamlessly.•Deliver consistent business results in terms of topline growth & market share while achieving penetration & consumption targets. •Responsible for landing some of the key launch projects on new variants and landing multiple packaging innovation, trade & consumer promotions and activation.•Driving brand engagement through social media & mobile activations.•Deployment of 360° campaigns with extensive planning & deployment in both ATL & BTL media.•Liaising with trade marketing teams for creating strong plans with customized schemes for trade (GT & MT both).•Worked closely with internal CMI teams and market research agencies like AC Neilsen & IMRB on various researches for culling out consumer and market insights to craft better communications and design campaigns.•Independently managed Fair & Lovely Max Fairness cream, relaunched it with several key changes resulting in stupendous growth story of the brand in India•Extensively worked on two big relaunches of Fair & Lovely MultiVitamin cream (mother brand) in India with massive budgets spread out for roll out of ATL and BTL campaigns including massive TV, Print & Radio plans, 300 cities outdoor plan, Mobile & Digital plan, 200 city activation in wholesale & mandi activation in rural areas.

•Handling & developing sales of biometric security and time and attendance systems for Gujarat.•Achieving sales targets, developing new clients through continuous traveling and client meets•From zero existence of the company in the state, I helped create a good dealer network across the state in key cities like Ahmedabad, Vadodara, Rajkot, Valsad & Vapi.

•Handling a part of Western Mumbai area with the responsibility of creating tie-ups with salons & brand exclusivity contracts.•Achieving sales growth through regular salon visits and helping distributors achieve their sales target while minimizing non moving inventory.•Planning & deploying customized POSM branding at salons to ensure brand visibility.

•Was part of a team involved in landing an innovation project called Ink ATMs, which were basically printing ink digital shade matching centers for developing special colors using color scanning & matching technology.•Responsible for set up of Ink ATM centers at various printing houses & large distributors•Responsible for training of the matching center staff on the software, shop floor and initial business start to help them get onboard and start delivering sales.