Payel Basu Email & Phone Number

Mumbai Metropolitan Region

As a member of the pre – launch Team, I was responsible for helping set up marketing operations and the communication identity of the company in accordance to the pre-launch vision.As a member of the Brand and Product Marketing I am responsible for working with the business teams to create campaigns that help drive sales, engagement and communication with all stakeholders.Pre-Launch responsibilitieso Designing the brand personality, purpose and philosophy,o Create Brand positioning and ensuing product architectureo Ideation and execution of business launcho Create the brand guidelines for the company: communication tone, design sensibilities etco Create both Brand and product positioning and communication architectureo Setting up the processes and structure of the marketing departmento Researching and on boarding of vendorsMarketing and communications :o Single point of contact and brand custodian for migration to new brand – Aditya Birla Capitalo In charge of overseeing all communication and engagements going out for brand compliance· Product launch: Work with business, ops and legal teams to design and execute product launch campaigns, collateral, communication and documentation· Marketing Campaigns:o Acquisition and cross sell campaigns based on segmentation of customerso Occasion based campaigns· Internal Communication:o Acquisition campaigns for internal customers across Aditya Birla Groupo Education tools for sales forceo Branch and agent events and activations to build sales force engagement and foster employer-employee relations· External Communications:o ATL campaign: Mediums - TV, radio, outdoor, print, activationso Ghost writing for CEO on white paper articles on health insurance o Case study writing for award entries· Part of cross functional task forces on projects likeo communication wireframeo policy renewal processo process efficiency and cost rationalizationo Non traditional partnerships

As a member of the Brand Team, I was responsible for brand planning and strategy, conceptualizing and executing both ATL and BTL campaigns. My deliverables included but were not limited to campaign planning and execution, brand and category strategy, executing product launches, and monitoring performance metrics with special emphasis on brand planning and communication. Responsibilities:· 360 degree campaign management§ Responsible for ATL launch campaign of HDFC Life Cancer Care resulting in 33% increase in sales through offline channels, 60% increase in sales through online channels and 500% increase of traffic to webpage, 7 point increase in Brand Consideration scores amongst TG and mentions for most notable campaigns of 2015 in the media§ Campaign planning, media strategy, agency and project management, performance tracking· Channel marketing support through planning, development and execution of online and offline communication, POS material, sales aids and R&R programs· Category planning§ Implemented consumer and market understanding to attain category business goals§ Created and executed marketing calendar for the category§ Communication analysis and platform creation e.g. creating awareness regarding the need for financial planning for Cancer· Product Launches – Conceptualizing and creating the Marketing brief, product positioning, and communication· Creation of Long Term Property capitalize on engagement with core TG· Creation of internal and external communication, award entries and case studies· Liaison with business teams regarding both real time and long term solutions to sales and business problems

Mumbai Area, India

(Worked on multiple brands spanning sectors like apparel, cement, paint, stationary, FMCG, hospitality, automotives, telecomm, and consumer products)• Crafting Positioning, Communication, Branding and Launch Strategies• Rescripting brand DNA for re positioning existing brands• Integrated brand and product innovation strategy• . Identifying the right mix through product testing to deliver launch platforms for new variants of existing brands• Creation of product architecture for new product lines• Creation of challenger positioning for brands entering existing markets• Understanding present market dynamics and future trends by studying and decoding the current market scenarios.• Analysis of cultural and social trends and behaviour to arrive at consumer insights and understanding• Concept Development and Testing