Reena Singh Email & Phone Number

Atlanta, Ga, Us

United States

Singapore

Mumbai Area, India

Inform Where to Play and How to Win Strategy • Unlock growth for kids’ cereal in India: Kids cereals in India have struggled with relevance. The investigation focused on deep understanding on the topic. Resulting in two insight and growth for the brand • Change in innovation focus: Understanding the true barriers of the category through two global best practices consumer work. Reframing convenience (diary-based understanding) and Balancing Texture (breakfast texture map). Led to shift in innovation pipeline.• Design to value product guidance: With impending competition entry in market. Carried out the design to value work through the methodology of drivers of product liking amongst kids. The product renovation strategy was tweaked based on the learnings.• Optimal breakthrough innovation support: Threshold Innovation Benchmark created four principles for launches for breakthrough innovations by studying real food and beverage innovations in the market. This analysis was used for Chocos Fills launch, which was a successful innovation in the portfolio.Build Processes and capability • Institutionalizing Market Mix Models: Introduced market mix models. The analysis informed the resource allocation for business during many planning cycles. The model led to two very strategic shifts in resource allocation for the kids brand. The big win was the shift towards enabling the market mix models through a task force that audited the systems to ensure the required data was (will be) captured for smooth running of the process.• Institutionalizing Consumer Connect: Launched Consumer Voyage, breakfast meetings, insight activator as a system for keeping the organization close to the consumer and market. A global best practice. • Institutionalizing Occasion based planning: This was an outcome of extremely insightful occasion-based food and beverage consumption study. • Early product prototype - Kellogg Kitchen: change in principle of front end of innovation

Mumbai Area, India

Mumbai Area, India

I was responsible for managing the marketing of: o HSBC Advance, mid market proposition of HSBC o HSBC Home Loanso Investment and Insurance (I&I) cross Sello Facilitate customer focus as an Innovation Facilitator. A select pool of two people within HSBC.o Career counselor for Marketing function within HSBC. A pool of two people within marketing.Notable Achievements: • Instrumental in achieving business volume and value. • Successfully re-launched the mid-market proposition - product and communication. • Pivotal in launching RIS (Retail Investment System), the online investment gateway. • Demonstrated abilities in conceptualising and rolling out marketing programmes which broadly include: o Acquisition – cross sell to other bank bases, member-get-member , balance transfers and upgrades programmes.o Growth - cross-sell of I&I and other products to the base.o Engagement - customer life cycle management, in-branch/external engagement module.• As an innovation expert, led projects for customer insight generation for brand positioning of various campaigns.• Key role in conceptualising the roll-out of a differentiated positioning for HSBC Home Loans.• Rated ‘Strong’.

Mumbai Area, India

• Responsible for managing product (Personal Loans) and marketing for HSBC Pragati Finance, the consumer finance business of HSBC.Notable Achievements: • Instrumental in achieving business volume and value. • Demonstrated abilities in developing and implementing cross-sell programs.• Provided direction to the overall brand visibility and contextualisation.• Developed a marketing plan to enable the business to expand footprint in new cities.• Introduced customer life cycle management. • Rated ‘Strong’.

Mumbai

As AVP, Consumer Connect, I , • Led the research for the marketing team at HSBC, India.• Was accountable for providing in-depth customer understanding to marketing teams. • Led the introduction of the innovation process for various product launches / re-launches.• Responsible for all the quantitative and qualitative research. • Responsible for putting together of the research plan, coordination with agencies and monitoring of the budget.• Responsible for presentation of findings and its integration into the roll out of the next steps.Notable Achievements: • Was an integral part of the team that led the research for providing direction to overall brand through the Implicit Model. • Successfully developed a market potential model. • Was an integral part of team that launched home loan variant – HSBC MyHome, re-launched high net-worth product proposition- HSBC Premier and repositioned mid market proposition – HSBC PowerVantage.o Proposition development was done using insight-concept-proposition development cycle. • Contributed in the roll out a customer contact programme for HSBC marketing team.• Developed a system for monitoring customer service delivery at all touch-points. • Rated ‘Strong’.• Received Thanks Awards for the re-launch of HSBC MyHome (Home Loan Variant) and HSBC Premier.

Mumbai Area, India

As Manager - Client Service, Customised Qunatitative Research, I was; • Accountable for business development by putting across project proposals for qualitative and quantitative studies.• Part of the team that put together the annual plan for sourcing and execution of various projects.• Responsible for all execution and monitoring of all the quantitative and qualitative research for the team o Nature of assignments handled: Usage and Attitude Studies, Concept Tests, Brand Tracking, Customer Satisfaction Studies, Demand Estimation, Ad Evaluation o Product/ Categories research handled: ethical protein supplement, growing-up-milk, consumer durables and services• Responsible for presentation delivery on various assignments• Received the ART Award (twice) for excellence in job management.